Lately, I’ve been pouring more energy into releasing music that isn’t tailored for the commercial music world. Let me tell you—it’s a totally different experience. What works well in the world of licensing and publishing doesn’t necessarily translate to the entertainment side of the music business.
The differences between commercial music and entertainment music are significant. While both require quality production, they serve different purposes. Commercial music often aligns with sync licensing, advertising, or background scores, focusing on functionality and usability within a multimedia project. On the other hand, entertainment music seeks to engage and captivate an audience, often aiming for emotional impact or creative expression. However, there’s a major similarity: you need people to care about your music. Without an audience that’s invested, whether it’s entertainment or commercial, your tracks will go unheard.
The Reality of the Saturated Music Market
It’s no secret that there’s a flood of music released every day. Much of it goes unnoticed, despite artists’ hopes that their track will “spark,” hit a nerve, and go viral. While this happens for a very small percentage, it’s far from a reliable strategy. Banking on virality as your go-to approach is akin to buying a lottery ticket every week and hoping to hit the jackpot. Success, for the most part, requires strategy, consistency, and effort.
To get heard in today’s crowded market, you need buzz. This means people are talking about you, sharing your music, and writing about your work. Creating buzz requires dedication, creativity, and a genuine connection with an audience. But how do you generate buzz if no one is paying attention to your music yet?
Marketing and Promoting Your Music
One of the biggest challenges musicians face is figuring out how to get their music noticed. If your music isn’t resonating with listeners or generating attention, it’s often a result of ineffective marketing and promotion—not necessarily a reflection of the music’s quality. Your music might be solid but still not getting the recognition it deserves due to how you’re approaching the promotional side of things.
Here’s the thing: If your approach to marketing is simply blasting links or sending out generic, impersonal emails, you’re not maximizing your reach. I receive dozens of emails each week from musicians sending a brief “Check out my track” with a SoundCloud link—and most of these go unopened. The same applies to social media link spamming.
Instead of relying on this impersonal, spam-like approach, focus on genuine connections. Here are a few actionable steps to improve your promotional efforts:
1. Personalize Your Outreach
When sending an email, do your research first. Mention why you’re reaching out to that person or entity, and explain how your music aligns with their style, platform, or interests. Be genuine, concise, and thoughtful. Your goal is to form real connections, not just to sell your music.
2. Engage Authentically on Music Platforms
Instead of just uploading your track and waiting for plays to roll in, dedicate time each day to engage with others in the music community. Whether on SoundCloud, ReverbNation, or YouTube, spend time listening to other people’s work and offering meaningful feedback. Building connections in these platforms helps establish a reputation, and people are more likely to return the favor and check out your music.
Start by being generous. Offer real feedback, share others’ work, and participate in discussions. Over time, this can help grow your network and establish you as an engaged, respected member of the community.
3. Join Music-Focused Groups
Facebook and other social networks are filled with music-related groups where you can meet other musicians, fans, and industry professionals. Get involved in the community, share your insights, and genuinely interact with others. These groups can be excellent places to get feedback on your music, build a following, and expand your reach.
4. Use Blogging, YouTube, or Podcasting to Broaden Your Reach
Music alone is powerful, but in today’s digital age, creating supplementary content can help you reach new audiences. Consider starting a music blog, creating YouTube videos, or even starting a podcast where you discuss your creative process, thoughts on the industry, or even interview other musicians. Creating valuable content aside from just your music gives you more ways to engage with your audience and stay top-of-mind.
Quality Over Quantity
One of the most critical aspects of generating buzz is ensuring that your music is high quality. No matter how well you market yourself, if your music isn’t polished or well-produced, it won’t resonate. Before you even think about marketing, make sure your music is the best it can be. Great music is your foundation—everything else is built on top of that.
Adding Value Beyond the Music
Another important factor in creating buzz is adding value beyond just the music itself. If you’re not performing live or touring, you need to find other ways to engage with your audience. Here are a few ideas:
- Write a blog about your experiences in the industry, offering tips or insights to other musicians.
- Create YouTube videos discussing your music-making process or offering tutorials.
- Start a podcast where you interview other musicians or discuss music industry trends.
The key here is to provide value to others in addition to releasing your music. By becoming a resource or a thought leader in the music community, you’ll organically attract an audience that appreciates not only your music but also your personality, knowledge, and unique perspective.
Final Thoughts
Building buzz and getting your music heard takes time, strategy, and consistency. The days of relying on sheer luck and hoping for virality are long gone. Now, musicians have the tools to generate their own buzz and create lasting connections with their audience. The key is to engage authentically, market strategically, and always focus on the quality of your music.
By following these steps, you’ll give your music the best chance to be heard and appreciated in a crowded, competitive industry.
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