Music Marketing 3 of 3: Build Your Audience

Start With Your Current Audience

Your first fans are the foundation of everything that comes next. It doesn’t matter if you have 10 followers or 100 — these early supporters are the people most likely to stream your music, buy your merch, and tell their friends.

Engage them directly. Reply to their comments. Thank them in stories. Ask them questions like:

• “Which version of this hook hits harder?”
• “Want a sneak peek of my new song?”
• “Would you wear this design on a hoodie?”

These aren’t throwaway interactions — they’re opportunities to build trust. People support artists they feel connected to. If someone feels like they’re part of your journey, they’re far more likely to stick around, share your posts, and show up at your gigs.

🎤 Bonus Tip: Make a “superfan folder.” Screenshot or save the names of people who always comment or share. Send them exclusive stuff now and then — even a private voice note can go a long way.

Building from the inside out ensures your growth is real and lasting. These fans become your street team — and they’ll be your loudest ambassadors when it matters most.

Choose the Right Platforms (Wisely)

You don’t need to post daily on every social platform — but you should still claim your artist name on the big ones. That protects your brand and gives you room to grow.

Focus your energy on platforms where your audience is active and where your content feels natural. For most artists, that means:

• TikTok: Best for discoverability and casual content
• Instagram: Good for visuals, stories, and engagement
• YouTube: Great for music videos and deeper storytelling

If your fanbase skews older or local, Facebook might still be effective for events and groups. What matters most is picking the platforms where you can show up consistently with quality content.

🎯 Pro Tip: You can repurpose content. A TikTok clip can be a YouTube Short or Instagram Reel — just tailor captions and hashtags to each platform’s culture.

Don’t Forget Your HQ: A Real Artist Website

Socials come and go, algorithms change — but your website is your home. It’s the one place you fully control, and it should feel like a hub for everything you do.

At a minimum, your website should include:

• Quality press-ready photos — so you’re always ready for blogs, playlists, or press coverage
• Streaming previews & links — make it easy to listen and follow on Spotify, YouTube, etc.
• Email sign-up — your most valuable fan list is the one you own
• A professional EPK — like a resume for your music career, with key songs, a short bio, and media files

Content That Works (And Gets Engagement)

Every platform favors different types of content — but a few formats consistently work well for musicians across the board. The goal? Stop the scroll, spark emotion, and make it easy to follow or share.

Here are top-performing content types:

• Behind the Scenes: Show how a song came together, a messy home studio session, or a voice note becoming a final mix.
• Short Performance Clips: A hook, a chorus, a powerful lyric — 15–30 seconds with a good vibe can grab attention fast.
• Storytelling Posts: Use captions or voiceovers to explain what a song is about. Bonus points for emotional honesty.
• Duets & Trends (TikTok): Hop on trending audio, but add a unique twist. Or duet with fans reacting to your music.
• Fan Shoutouts: Share fan covers, reviews, or messages — this builds community and shows you’re paying attention.

Structure matters too:

• First 3 seconds: Use movement or text on screen to hook viewers
• Vertical format: Always film for mobile first — even on YouTube Shorts
• Captions: Add text or closed captions to increase accessibility and watch time

🎬 Bonus Tip: Instead of posting your full song, break it into smaller parts — drop a teaser one day, the chorus another, and a “story behind the track” later in the week.

Make Content Shareable (Humor, Ego, Emotion)

Going viral isn’t luck — it’s usually because something made people *feel* something or made them look good when they shared it. Humor, identity, and relatability are your secret weapons.

Why people share:

• It’s funny: A perfectly-timed meme, a clip of you failing hilariously, or a sarcastic take on musician life can hit hard.
• It reflects who they are: Posts that make fans think “This is SO me” or “This reminds me of my friend” get shared fast.
• It feels exclusive: Give early access, drop a teaser, or share something personal fans can repost and feel “in the know.”

Ideas to try:

• Use trending audio to poke fun at your creative process
• Share a “day in the life” as a broke-but-passionate artist
• Post two drastically different takes on a lyric — one deep, one absurd

🔥 Pro Tip: Ask yourself, “Would someone send this to a friend with a comment like ‘this is literally you’ or ‘lol this is me’?” If yes — you’ve got shareable content.

Understand the Platforms (So They Work for You)

Each platform has its own logic — and musicians who learn how that logic works get more reach without paying for it. Think of social media as part creativity, part strategy.

YouTube = Search Engine + Suggestion Engine: YouTube is owned by Google and acts like it. Optimize your titles and descriptions with keywords your audience might search (“Sad indie songs,” “Live acoustic performance”). Use strong thumbnails and aim for high watch time to get recommended more often.

TikTok = Fast Discovery Engine: TikTok's algorithm thrives on quick engagement. Keep videos short and engaging right away. Use trending sounds if they match your vibe, and be ready to post often — quantity can help here.

Instagram = Visual Storytelling Hub: Reels get more organic push than photos. Use Instagram Stories to connect personally with fans and Polls/Questions for engagement. Keep your bio sharp — treat it like a mini pitch.

Facebook = Event & Fanbase Utility: It’s not the growth engine it used to be, but it's great for events, link sharing, and reaching older demographics or superfans. Use it to stay visible with your existing followers.

Algorithm Tips:

• Post regularly — aim for consistency over perfection
• Respond to comments to boost engagement signals
• Use platform features (e.g., polls, stories, lives) — they often get a boost
• Hashtags still matter, especially on TikTok and Instagram

⚡ Quick Win: Think like a fan. If they heard your name and searched for you, would what they find make them want to listen, follow, or share?

Collaborations & Cross-Promotion (Done Right)

Working with other artists is one of the most effective ways to grow your reach — but it has to feel natural, not forced. The key is finding people whose vibe and audience overlap with yours, and offering something mutually beneficial.

Start by targeting:

• Artists in your city or scene with similar follower size or slightly bigger
• Producers or engineers who already work with your sound
• Musicians who comment on or like your content regularly

Reach out casually — comment on their stuff, reply to stories, DM them with something real. When the moment feels right, pitch something specific:

• “Would you be down to trade a short feature? I love your tone and think our styles could mesh.”
• “I’m putting together a live session series and would love to include you.”
• “Want to swap posts or do a mini shoutout this week? Could be cool exposure for both of us.”

🤝 Pro Tip: Keep the ask small and low-effort at first. Build relationships slowly — not everything has to be a full collab track.

Smart Paid Advertising (Without Wasting Your Money)

Paid ads can boost your reach fast — but only if you use them wisely. Throwing money at boosted posts without a plan rarely works. Instead, treat advertising like an experiment, not a magic bullet.

Start with these platforms:

• Instagram & Facebook: Great for visuals, event promo, and fan engagement. Use Meta Ads Manager for full control.
• YouTube Ads: Good for promoting music videos or song trailers to genre-specific audiences.
• TikTok: Ads here are tricky but powerful. Start with organic content, then test Spark Ads (boosting your best-performing TikToks).

Set up your first audience: Inside the ad manager, target by:

• Genre interests (e.g., "indie pop", "trap beats")
• Fanbase targeting (try followers of artists like you)
• Age, location, and behaviors (e.g., people who stream music, follow music pages, attend local shows)

Boosting posts? It’s okay — but only boost content that’s already performing well. A viral video or well-shot reel? That’s worth $10–$20 to test.

Test small, learn fast:

• Start with $20–50 per week
• Run 2–3 variations of the same post with different headlines, captions, or visuals
• Measure results: link clicks, video plays, new follows, saves — not just likes

📈 Pro Tip: Always send people somewhere — like your band page, Spotify, or email list — and track performance with UTM codes or simple link tools.

Pitching Without Spamming

Pitching your music is a part of the game — but blasting the same copy-paste message to everyone isn’t just annoying, it’s ineffective. Focus on connection, not volume.

Who should you pitch to? Start with smaller blogs, local radio stations, independent playlisters, and creators who share music like yours. Look for signs they’re active and open to submissions (many will say so in bios or links).

How to reach out:

• Follow them first. Like or comment on a few posts genuinely — not just to be seen, but to understand their vibe.
• Send a short DM or email that shows you’ve done your homework. Mention something you liked, then briefly share your song and *why* it fits.
• Keep it short and friendly: “Hey [name], I loved your recent playlist — especially [track name]. I just released something in a similar lane and thought it might be a fit. Would love your thoughts.”

What not to do:

• Don’t send mass messages with no personalization
• Don’t follow up every day if they don’t reply — give it time
• Don’t send links without context — explain why it’s relevant

🎧 Bonus: Start a spreadsheet to track who you’ve pitched, when you reached out, and whether they replied. Stay organized and follow up respectfully — sometimes a quiet “no” just means “not now.”

A Weekly Content Rhythm (That’s Actually Doable)

You don’t have to post every day — but having a loose weekly plan helps you stay consistent and keep fans engaged. Repurpose content across platforms to save time and energy.

• Monday: Behind the Scenes — Studio clips, voice memos, lyric drafts, or gear setup
• Wednesday: Performance Clip — A short snippet from rehearsal, a show, or even your bedroom
• Friday: Fan-Focused or Story Post — Ask a question, share fan art, or explain the meaning behind a song

🎯 Tip: Batch your content one day a week so you’re not scrambling. One song can generate multiple pieces: a teaser, a behind-the-scenes post, a lyric breakdown, and a fan response.

💡 Pro Tip: Always format for mobile. Use vertical video, bold captions, and hook viewers in the first 3 seconds — especially on TikTok, Reels, and YouTube Shorts.

Final Thoughts + Growth Checklist

Growth doesn’t come from luck — it comes from showing up with purpose. Don’t chase trends. Build trust. Spark connection. Create momentum one step at a time.

• ✅ Stay consistent with your voice, tone, and visuals
• ✅ Show up where your fans already spend their time
• ✅ Use content to connect and tell your story — not just promote
• ✅ Repurpose content across platforms to stay visible without burnout
• ✅ Start small with ads and outreach — test, tweak, and grow smarter

Thanks for following along with this series. Building a music career today takes more than talent — it takes intention. Keep showing up, keep creating, and trust the process.