In the digital world, there have never been more opportunities for emerging artists to market their music. With songs going viral overnight, everyone is chasing the next way to break out and land their music into the ears of the masses. Although, with the increase of opportunities, comes the increase of mistakes that we see artists make every day. Some of these mistakes can be costly, not only to an artist’s pockets but also, to their reputation.
A large mistake that many artists make, is to focus on the number of streams that their track would reel in. While we have touched on this while speaking on the importance of algorithmic playlists, an artist should be focused on the number of listeners, as opposed to the number of streams. While artists are so concentrated on the number of streams, we often see artists make the mistake of paying for bots to boost the streams on their tracks. Not only is this pretty easily identifiable, but also costly and pointless when it comes to getting an artist any sort of placement into an editorial or algorithmic playlist.
While having great music is one thing, an artist being able to market themselves as an individual is just as important. Many artists make the mistake of hiding behind a DSP link, without matching a face to their music. Having high quality photos, videos and more will lead to higher fan engagement. It can absolutely be intimidating to put yourself out there as an artist. Although, marketing music comes with having fan interaction, allowing listeners to attach themselves to the artist not only the product.
Another mistake that artists make is not hitting the sweet spot when it comes to consistency and frequency. While having a massive amount of tracks does show an incredible work ethic, cluttering the frequency of music released, whether that be on a DSP or on social media can lead to a decreased interest from fans. Following the advice of YouTuber Adam Ivy, artists should look to have a balance of quality tracks instead of overloading their audience with throw aways. This same thought process should go for posting on social media. While fans are engaged with an artist, if they are directed to their social media and there are only two outdated posts, this will show fans the artist might be less engaged in their craft, resulting, again in a fan’s decreased interest.