Where to start? I'm going to pitch music marketing and promotion ideas for my band, to myself

Photo credit - Some rights reserved by tmray02

I decided to ask myself, what would I like to accomplish by promoting my own music?

By the end of this article I convinced myself that it could be possible to get:
  • 144,000 streaming listens over the period of a year 
  • Make around $4000 
  • With a budget of only $365 to spend

Let me explain.

I started this website theundergroundartist.com a while ago. The concept was to share things I've done to promote my own band online and help others.

Problem is, I didn't really know where to begin?

I've already been promoting my band Lorenzo’s Music for several years. Anything I talk about is something I've already done a while ago. I had no context of what to talk about first.

I got an idea to create a new band from scratch and promote it.

I'm going to start a new band as an experiment and try to build it up. A sort of guinea pig. It has no existing audience, no online presence.

As I create and promote this band, I’ll share what I do and how I do it.

So now I’m a new band. What do I do?

To get started I asked myself, "What do I want to accomplish, and more importantly how?"

I was listening to this episode of the Foundr Podcast. The host, Nathan Chan was interviewing a guy named Ben Chaib who is a marketing consultant. Ben was explaining how he gets his clients to tell him how he should promote them… He has them answer some basic questions.

I know?! As I say this it sounds silly right?
Of course you ask them questions to know what they want!

But as I listened to the types of questions he was asking -- I started thinking of my own answers. What I would want to do with my own musical and creative projects.

That's when it occurred to me… I've never really done this. I've never just asked myself what do I what to accomplish, and more importantly how?

I pitched my own music promotion concept to myself.

After listening to that podcast, I sat down and wrote out the questions Ben asks. Then I asked them to myself.

Truthfully, I even got a little inspired and excited as I was answering them. Thinking about what I might be able to do.

Here are the questions I asked, and what I came up with.

What do I currently do for promoting my music?

  • I post songs on the website.
  • Share songs on our Facebook page and Twitter
  • Post songs on YouTube
  • Sometimes look for people using our songs in videos and share that on Facebook and our website
  • I also have a playlist I created of fan videos on our YouTube channel I save them to
  • Take photos while practicing and post to Instagram 
  • Have email for download on our site to build mailing list
  • Put songs on music services and stores 
  • Email our mailing list when we have a new release 
  • Did a live internet performance 
  • Made single videos for YouTube channel of each song from that performance 
  • Did some ad promotion, but not much
  • Created landing pages for recent singles to send people to
  • Covered another artist's song and shot a video
  • Re-purposed a creative commons video for one of ours 

What things do I think would be different if I move forward, trying to find a solution for more exposure?

  • If I create a larger fan base I can get more plays on streaming services to collect more ad revenue 
  • People may use our song more in videos - (one of my most popular songs was because it was used in a gaming video).
  • More downloads = bigger mailing list
  • An engaged list of new users - current list has become kind of stale
  • Possibility for mechanical sales
  • More remix or collaboration possibilities 
  • A larger fan base makes it easier to promote events in the future 
  • Be able to have a more regular income
  • Licensing opportunities
  • Become more active and recognizable in online communities 

How much do I think each new person would bring in if I were to start building this exposure?

  • Ok, possibly $1 to $5?

What's kept me from moving forward on this?

  • Not knowing what to promote 
  • No constant song releases 
  • Not knowing how to really engage with a fan base
  • Feel like I'm bothering them if I post sometimes 
  • Making the money back that I spend
  • Don't want to just promote a song over and over
  • Feel I would have to spend all my time doing this to get somewhere and don't have time

How does that make me feel?

  • Makes me feel like I could be doing more. 
  • I thought I was doing a lot but my fan base hasn't grown in a while

What would it be like if I learned how to get more listens on streaming services or more downloads or have more of a fan base?

  • I would be able to fund what I do creatively
  • Share more music for people to enjoy
  • Meet more musicians and open collaboration ventures with them
  • Be able to get involved with more creative ventures with other creators that may have heard my music and work with them on their projects 

Why is that important?

  • It's what I care about doing
  • To meet people and do creative work 

Let's say, if I plan to make music for the next 10 years…

The value of that could be:
  • If I tried to average 100 listens a day for a song from each of the 4 big services
    • YouTube
    • Spotify
    • Google play
    • iTunes
  • That adds up to 400 listens a song per day
  • Which would be 12,000 listens a month
  • Times that by 12 months for a year = 144,000 listens
  • 144,000 a year for 10 years = 1,440,000

Ha! That's ridiculous right?

But what if I tried to do that?

And that's just thinking about one song. That doesn't include the other songs I have or the new ones I plan to release along the way.

How long have I been trying to think about a solution?

  • Always of course
  • But in the past couple of years I really wanted to up my game
  • Since the internet has become more involved in people's day to day lives

What's kept me from pursuing or completing this?

  • Not having a plan I stick to
  • Not knowing where to start
  • Finding the best way to make it part of my day to day

What If I had $1 a day to increase my exposure to start with?

  • That's $365 a year to spend.

Here is where it gets interesting.


So, for example:
  • If I were to think about trying to get the 144,000 listens a year I had mentioned earlier
  • And let's say, for that one song I made like, 3¢ a day for streaming?
  • I could possibly make back $4,320 in a year?

I could at least make my money back and more if I kept at it. And that's not including if people download the song for the standard 99¢.

It's nothing to make me wealthy in this scenario. But as I said, wanted to start expanding and building my audience for right now.

I’m not going to stop making music?

  • I'm making music already
  • I'm going to continue making music regardless
  • It's just silly that I don't want to try something more

The way it is now, I made maybe a little more than the $365 with my music already I could spend. So I don't personally have a problem putting that back into promotion.

I spent more than that on random crap I needed this weekend I think?

It's kinda like this. Someone is telling me; "If you give me $365, I'll try and pay you back around $4000".

It's not for certain, but what if it happened?

Why would I try? Maybe I'm an idiot?

But I'd feel like more of an idiot if it worked and I didn't try?

I think?

But I'm gonna try it!

(Next: TO-DO: A list of tasks I need to finish before I can promote my new band project.)

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Where to start? I'm going to pitch music marketing and promotion ideas for my band, to myself Where to start? I'm going to pitch music marketing and promotion ideas for my band, to myself Reviewed by Tom Ray on 11:59 AM Rating: 5
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