As methods of releasing music change and technology continues to evolve, it's important to focus on new and innovative ways of marketing rather than merely reacting to different platforms as they continue to pop up. What makes you stand out among the pack is bringing fresh ideas to the table, especially in a climate where so many artists are emulating each other rather than working to be unique. In order to ensure that your 2016 is memorable for the entirety of the year, here are four new ways to market your music that currently may not be on your radar.
While the majority of your collaboration ideas are most likely regarding work with other artists, another way to market your music to new people is not by collaborating with individuals, but with brands. From local food/beverage companies to multimedia entertainment platforms and fashion outlets, more and more brands are starting to realize that working with artists is a great way of sharing their values to a younger demographic, which increases their cultural relevance and creates an authentic connection for everyone involved (brand to customer, artist to fan).
If you live relatively close to a major city, there are most likely a large number of brands that are seeking these kinds of unique partnerships. A great area to start in is the realm of apparel stores, which are usually visited by folks who have similar cultural interests. Connecting with local brand ambassadors is an effective way of marketing your music because by sharing audiences, you'll reach a different segment of people than the usual suspects who follow you on social media or attend local shows.
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Being open to experimenting with promising new online communities is the best way of ensuring you're ahead of the curve. A great example is AudioCommon, a company that empowers music creation through cloud-based collaboration, while allowing you grow and monetize your fanbase through a subscription model. It's not wise to put all your eggs in one basket by relying on a not-yet-proven platform as the only means of accessing your music, but testing them out will prove to be a beneficial learning experience and should create excitement around your work.
In 2015, wearable technology such as Apple Watch and Fitbit were lauded by tech-savvy marketers from all industries. As wearable technology becomes more sophisticated and mainstream, it's safe to say that it's the next wave you need to be ready for as it revolutionizes the on-the-go music consumption experience and enhances all types of live show experiences.
However, knowing that wearable tech is going to increase in prominence is only part of the battle. Implementing your knowledge into an actionable marketing strategy is what matters the most, and it's what will pay off in 2016. Pinpointed analytics, acknowledgment of new products via social media engagement, and coming up with creative special offers or exclusive content for those experiencing your live show through a wearable device are just a few of the capabilities that will reveal themselves this year. If you recognize wearable technologies the same way that global brands and streaming services will, you'll be ahead of the game.
By now you have certainly heard how essential it is to have visual elements incorporated into the presentation of your music. To many artists, that means making a few music videos, social media promo videos to accompany them, and live show footage. And while all of that should certainly be part of your marketing, going the extra mile and giving fans an inside look into your creative process brings a new level of validation to your music as a full package.
Visual content that allows listeners to watch you work in the studio or during a band rehearsal will allow you to stand out. From recently developed apps like Periscope to the evolving capabilities of existing social media networks, the opportunity to create visuals with both short- and long-term impact is readily available.
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Eric Bernsen is a marketing/public relations professional and music journalist who specializes in the genre of hip-hop. You can find more of his work at HITPmusic.com (where he is an editor/writer) as well as HipHop-N-More.com, where he contributes album reviews. Follow Eric on Twitter @ebernsen.