The Reality of Music Promotion: It Doesn't Happen on Its Own

One of the biggest misconceptions about releasing music is that it will magically go viral on its own. While there are rare exceptions, this is far from the norm. For most musicians, especially independent artists, the hard truth is that simply making great music isn't enough. Promotion is key to generating buzz, building a fanbase, and ensuring that your music reaches listeners.

The Power of Promotion

The impact of promoting your music is undeniable. Without any promotion, it’s easy to notice how few people engage with a new track. On the other hand, when you actively promote your release, you'll see a significant difference in reach, streams, and interactions. The interesting thing about music promotion is that the music itself is just one part of the equation.

The Importance of Storytelling

People are drawn not only to the song but also to the story behind the music and the artist. Major labels understand this well—they’re experts at creating narratives that build intrigue around a release. A great example of this is the Eminem and Donald Trump controversy that hit the media a month before his album dropped. While many saw it as a political statement, it also generated major buzz around his upcoming project, showing the strategic power of storytelling.

Recommended Reading: Eminem's Cypher—It's Not About Politics, It's About Buzz

Every Musician Has a Story

Every artist and every track has a story to tell, but it can be hard to identify that story when you’re deep in the creative process. If you're struggling to articulate your story, consider hiring a writer. Platforms like Fiverr offer many talented writers who can help you craft a compelling narrative for your music.

Create a Press Kit

Once you have a solid story and a great track, create a press kit. This promotional package includes the artist’s bio, images, music, and other promotional materials, which can be sent out for organic promotion. Media outlets—whether they’re blogs, magazines, or radio shows—often look for engaging stories alongside great music. Your press kit can provide the content they need to feature you.

Utilize Music Blogs

A great resource for finding active music blogs is Hype Machine, which aggregates music blogs from various genres. Research blogs that cover the type of music you make and follow their submission guidelines. Well-prepared submissions can greatly increase your chances of getting featured.

Build an Email Subscriber List

Another valuable promotional tool is an email subscriber list. Platforms like Mailchimp allow you to build and manage a list of listeners who want to stay updated on your music. Start building buzz with your subscribers before your track drops, as this direct line of communication is highly effective for promoting new releases.

Invest in Your Career

Promotion is an essential part of being a musician, and for indie artists, it can be a real struggle. If you're making great music but it isn’t getting the attention it deserves, it might be time to invest in professional help. Hiring a publicist or signing with a label can provide the resources and expertise needed to take your career to the next level.

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