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In today's digitally dominant era, there are a number of ways for artists to measure their success in order to judge the progression of their career. For many young up-and-comers, receiving placement on major music websites/blogs which span the internet is widely considered a crowning achievement. The oohs and ahhs commence immediately when a promising talent is recognized by a well-followed publication. But despite the inevitable spike in traffic your song or video receives after a prominent blog post, a number of other important factors come into play when analyzing artistic longevity.
So if you're an artist who has yet to break through the frustrating, politic-filled cycle of trying to get your name on Complex or Pitchfork, don't give up! Sending in those endless email submissions is merely one part of the process of expanding the reach of your music. Luckily, there are several other avenues one can take that put you in the powerful position of controlling where your music travels, not some random blogger that you've never met before. Here are five actions artists can take without the coveted blog post.
1. Build a strong, like-minded team
Whether you're a member of band or a solo artist, it's always wise to have a team behind you that's knowledgeable in the aspects of the music business in which you may not be an expert. All it takes is a small group of people who support your music and the greater vision in order to make a substantial impact. From marketing and social media specialists to strong writers/PR gurus, these are the kinds of folks you should approach when building your team. And when a team contains strong chemistry, with each person recognizing the common "big picture" goal, money tends not to be the main factor involved. With a dedicated group of talented individuals all working in unison, the chances of your music reaching new heights dramatically increases.
[The First 3 Behind-the-Scenes People You Need on Your Band's Team]
2. Become a leader in your local music scene
Just because you aren't getting national attention doesn't mean you can't build up your reputation from a local perspective. Getting involved with showcases and open mics in your area are a few methods of accomplishing this. If you display enough genuine passion during these events and are open to collaborating with other local artists, more doors are likely to open for you. Even if you don’t live in a music hub such as New York City or Los Angeles, every artist starts somewhere, and it's important to become respected in your hometown before taking the next step in your career. Once you master the art of leadership in the more comfortable confines of a familiar territory, the lessons you learn will carry over to wherever your art takes you.
[How a New Band With No Fanbase Can Start Building Local Buzz]
3. Engage on social media
The power of the internet is always at your disposal. Social media is an essential tool that artists can use to promote their work and directly interact with their fans. Having active Twitter, Instagram, and Facebook profiles is a necessity, but the platforms can do more harm than good if you don’t know how to properly use them. Posting content that aligns with your personality and music is a wise strategy, whereas sending your latest song to every music fan on Twitter is the definition of what not to do. Just like your music, you want the development of your personal brand to be organic, and that can be done by conversing with those who consistently show their support.
In this day and age, there's no need to solely rely on external media outlets when you have the ability to garner a loyal fanbase by the simple means of digital relationships. If all goes according to plan, these will be the people who will share your music and buy a ticket to your show when you're touring in their city. And as far as the big blogs that have yet to become hip to your material, social media is the perfect medium to interact with them and show you're a fan of their content, not just another desperate artist hoping to "blow up."
[5 Key Elements of a Comprehensive Social Media Strategy]
4. Learn the art of networking
Networking is a key aspect of creating unique opportunities for yourself as an independent musician. This means not only connecting with other artists, but also other creatives who are involved in industries such as fashion/apparel and technology. With the landscape of music being an ever-changing field, there are tons of innovative startups and growing businesses that are more than open to partnering up with artists who fit with their initiatives. You never know which companies will grow to be big-time influencers, and with album sales becoming rather unreliable as a steady source of income, networking with the right people will prove to be extraordinarily valuable as you work to expand your overall brand.
[How to Nail Your Networking and Have Genuine Interactions]
5. Perfect your craft
Ultimately, the essential factor in improving the chances of increased exposure comes down to the quality and presentation of your music. As you come into your own as an artist or group and take all the previous actions into consideration, your music should begin to develop a natural following. And to further ensure your deserving work receives attention, be sure to also focus on creating memorable music videos, compelling artwork, and noteworthy promotional campaigns.
[4 Tips for Creating Shareable, Watchable Video Content]
When you combine all of these steps with the right mix of talent and hard work, the desired results should follow!
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.
