Guerrilla Marketing for the Modern Musician: Breaking Free from Paid Ads
Photo: Christian Buehner
As for music marketing outside the lines; there's more out there than just Spotify.
Tired of pouring your hard-earned cash into Facebook ads that seem to disappear into the void? We get it. At Elevar, we know you've got better things to do than hunt for marketing tricks. So, we've compiled a guide to help you market your music without spending a dime on social media ads. Let's dive into the world of guerrilla marketing and promotion strategies that'll get your tunes some attention.
Building Your Digital Empire
First things first, you still need a solid online presence. Yeah, that's obvious, and those top four platforms are still going to be your digital fortress.
Facebook
Instagram
X (formerly Twitter)
TikTok
A lot of people stop there. Don't. Let's explore some unconventional platforms that can skyrocket your visibility.
Reddit: The Front Page of Your Music Career
Reddit is a goldmine for music promotion, but tread carefully to avoid pissing off the Reddit police. Here's how to do it right:
Participate in music-related subreddits
Share your tunes without spamming
Engage genuinely with the community
Use your downtime to scroll and interact. It's all about building connections, not just dropping links.
Quora: Answer Your Way to Glory
Quora's not just for nerds arguing about Star Wars. (Not that we have a problem with Star Wars.) It's a fantastic platform to:
Answer music-related questions
Share your expertise
Subtly promote your brand
The key here is subtlety. Don't be that guy who shoehorns their SoundCloud link into every answer.
Medium: Unleash Your Inner Wordsmith
Before you say, "I'm not a writer," think about this: You've probably scribbled lyrics or explained your compositions before. Medium is perfect for:
Experimental lyrics
Compositional diaries
Behind-the-scenes stories of your music
In this age of AI-generated content, people crave raw, authentic writing. Give 'em what they want. (Medium is also a great place to build backlinks for your website.)
SoundCloud: Your Musical Playground
SoundCloud isn't dead, folks. It's still a powerhouse for:
Networking with fellow musicians
Sharing works in progress
Gaining valuable feedback
Use it as your musical scratch pad and watch your following grow. Cross link between SoundCloud, social media, personal websites and bookmark sites like Pinterest (Pinterest isn't just for old ladies).
SEO: The Secret Weapon in Your Arsenal
This is a big deal. Search Engine Optimization isn't just for tech geeks. Understanding SEO basics can catapult your music to the top of search results. Here's a crash course:
Keywords are king: Use relevant terms in your content. Use your strategic keywords in the first sentence of any social media post or YouTube video description.
Optimize your images with meta descriptions. In Photoshop, for example, you can hit File>File Info and plug in keywords, websites, locations and links.
Craft killer headlines and subheaders. Google grabs headlines and subheaders like a magnet. Be sure to stick your key words and names in headliners anywhere like YouTube video titles, podcast episode titles, online merch stores, forum thread titles on Reddit, Quora, etc., music collab platform job postings (Ex. "Industrial metal band looking for progressive guitarist / Portland underground scene").
Use hashtags strategically on social media: Take a look at the hashtags your fans are using when they post about music related things and live shows. Look at hashtags used by metal festivals and popular metal venues.
Think like a fan again. Remember the things you search for when you're looking for new music, live shows and festivals you like to hit up in your off time.
Leveraging Free Tools and Services
Why pay when you can play for free? Check out these awesome resources:
Soundbetter: Connect with top-notch music pros. Even if you're recording your own, this site has incredibly talented and experienced people who can add to your work and guarantee a better outcome.
Melboss: Score opportunities, marketing tips, and mentoring
DistroKid: Start distributing your music for just $23 a year
Amuse: Mobile-first distribution with a killer app
Soundrop: Single track distribution for 99 cents
Word to the wise: Always read the fine print on pricing models. You don't want your tracks yanked from Spotify because you forgot about a yearly fee. For DistroKid: Be sure to opt into their optional Leave a Legacy feature in order to keep a song from being removed if you decide to cancel your subscription later.
Getting Your Music Reviewed
Submission sites like SubmitHub and Musosoup can be hit or miss. Here's the deal:
Research curators before submitting
Understand your genre (and theirs).
Don't put all your eggs in the playlist basket
Remember, Spotify gets 40,000 new tracks daily. Stand out by thinking of these platforms as directories, not your entire marketing strategy.
Real-Life Guerrilla Tactics
Time to take it to the streets, literally:
Network like a boss: Hit up local shows, open mics, and industry events
Collaborate: Team up with local artists, venues, and businesses
Pop-up concerts: Surprise your fans with unexpected performances
Flash mobs: Organize musical takeovers in public spaces.Think rooftop concerts, busking and even abandoned buildings. (If you opt for the later, Elevar doesn't encourage and isn't responsible for any illegal or rogue moves, or failure to gain permissions.)
QR code posters: Plaster your town with scannable posters
CD drops: Leave your music in unexpected places (just copyright it first!)
Live stream scavenger hunts: Hide speakers playing your tunes around town
Street projections: Light up buildings with your music videos (legally, of course)
Online Guerrilla Warfare
Don't forget the digital battlefield:
Encourage fan covers with a unique hashtag
Organize social media blitzes
Create viral challenges related to your music
Encourage fans to create videos for your songs, with the best ones becoming official
Collaborative art projects:
Partner with visual artists to create album art installations or music video exhibitions. It's a little different, but hey.
Remember, guerrilla marketing is about creativity, not cash. These tactics build lasting connections and get people talking about your music. So go forth, rebel against traditional marketing, and get your music heard!
