Music PR

published on Nov 1, '16


Music PR  

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The Only Show That Matters: Gig Marketing for Musicians and Concert Promoters

As a musician or someone doing gig promotion for musicians, you've probably already realized that concert promotion can be a big deal. In addition to practicing, scheduling your time at your venues, silk-screening shirts, designing flyers and arranging transportation, it's important to keep your music PR in mind. Maybe you don't have a lot of time when it comes to marketing your upcoming performances, but it's vital that you evaluate your current marketing strategy and find out where you can improve. Here are some ideas for music promotion as your big day approaches.

Get on Instagram

With 500 million active users each month, Instagram is growing by leaps and bounds. It's popular among young people, particularly those under the age of 29. If this sounds like the demographic you're trying to reach (and it probably is!), Instagram might be exactly the social media platform you need to be on. A couple up-and-coming artists you might check out for inspiration are Amy Lynn and the Honey Men and Lola Astanova. Now, it's not just a matter of signing up for an account and throwing up a few selfies. You're going to need to use hashtags, tag people who also have good-sized followings and engage your followers with regular posts and conversation. You can read more at Music Artist Promo Tips.

Don't Duplicate Efforts

Chances are good that your venue is going to be doing some concert promotion, so find out what they're focusing on so that you can focus on other avenues of marketing. Ask the venue for the list of local bloggers, publications and other platforms that they're already using. Then use your advertising time and money to market elsewhere. Where should you or your venue be marketing? Try these local opportunities:

  • Local bloggers
  • Local businesses, particularly those who have the same target demographic that you do
  • Social media community accounts or city/town pages, such as those on Facebook, Twitter, Instagram, SnapChat, Vine... the list goes on
  • Local search engine optimization ads. You might consider an agency to handle this or look into how to make local SEO work for you

Send Out Your Promo Package

If you want your gig to be covered by the local media, sending out a promo package in advance can make them more likely to want to do a press release, write a story, attend your event and even keep tabs on your future gigs! You can also use this package to reach out to local bloggers, photographers and other influences in the community to offer them a spot on the guest list. It will take some time to put together the promo package, but you'll likely find that it's worth it. Keep in mind that once it's done, you'll be able to submit it to other publications as you travel to different areas.

Create an Email List - And Use It Correctly!

Sending out emails at the appropriate intervals can help remind your previous concert-goers, people who follow your blog, your social media friends and others who may have registered at your website that you have events coming up. Using a service like MailChimp can allow you to send off emails with ease. Here are a few tips for using email blasts correctly in your music marketing:

  • Make sure you have an opt-out link. Don't spam people who don't want to receive your emails.
  • Be consistent, but not annoying. As your event gets closer, go ahead and send your emails more frequently. Several times per day is almost always overkill, however.
  • Make your emails interesting! Use both text and photos or videos. Check out more tips for effective email blasts at ThriveHive.

Tell Your Story

Do you have a compelling reason why you got into music in the first place or an inspiration for a certain song or for your style as a whole? Telling your story brings your personality into your music marketing. While your music itself will surely help people get acquainted with you, newcomers who have never heard of you before will be looking for some of this information in advance of your event. How can you tell your story to your potential concert attendees? Here are just a few platforms that you could use:

  • Any of the social media sites listed above. Upload new pictures with small blurbs to tell a story over time. You might take inspiration from the Facebook account, Humans of New York. While they do not promote any events, they absolutely know how to draw people in by telling a story over the span of several photos.
  • Consider trying to get featured on a podcast. Find one that interviews indie musicians, artists or people local to your community. Not sure why this makes sense? You can get some inspiration from KiraHug.com.
  • Start a blog. Do you already have a blog? Write a series about what makes you, well, you. If you don't already have a blog, you can start one for free using sites like WordPress or Blogger.

The key to good music PR is to get your name, your picture, your story and, of course, your music out there! As you have more events, your concert marketing will get easier because you'll build up a following and people will begin to go wherever you are, online and in person. Until that happens, however, following the above tips will help you make a name for yourself before and in between your events. You can also use SceneSquid to help you manage your gig promotion. Your first event is free, so you've got nothing to lose!