It’s no secret that the music industry has changed. With the emergence of social media and the distribution of music evolving through the years from vinyl, to cassette tapes, CDs, mp3s and now online streaming, artists now have the power to get their music out there and potentially heard by people all over the world. This is fantastic news for indie artists, but also means that there is more music out there and more artists competing to stand out and reach an audience.
When looking for ways to connect to your audience online, Digital PR is an often overlooked but extremely effective way to build exposure for your music and build your fanbase.
Here are 5 reasons you need Digital PR for your next music release:
1. Zero in on your Target Audience
A term that gets thrown around in the marketing world a lot is targeting a ‘niche market’. The majority of blogs and online media have adopted this concept and will design their content based on a specific genre, lifestyle and/or demographic. Identifying and reaching out to the sites that are into your genre of music, or that are already posting about artists with a sound similar to yours, will help you zero in on an audience that will want to hear your music.
2. Borrow their Audience
Technorati Media’s 2013 Digital Influence Report states “consumers are turning to blogs when looking to make a purchase”. In all their number crunching they also showed that blogs were ranked the third most influential digital resource (31%) and ranked in the top 5 online services that consumers saw as a trusted source (29%).
Getting your music posted on the right blogs means you are reaching a loyal audience who already trusts their recommendations.
3. Build your Media Champions List
If a blog shares your music on their site, it is safe to say that they may be interested in your future releases and can now be added to your ‘Media Champions List’. These relationships can then be developed long term by continuing the conversation and staying connected with your band’s new releases.
More often than not it will be easier to get a blogger to read your email than a big publication, although it should be noted that there will be blogs out there that receive hundreds of music submissions a day.
Music bloggers will also often start their site out of passion and love for that genre and won’t necessarily be restricted to the rules of the traditional media world.
5. The Ripple Effect
Many blogs will feature a blog roll on their site. This is a list of blogs that they are connected to and will in-turn share content with. You may also find that contributors may write for more than one site. So having your music shared on one blog may result in another blog picking it up, and so on.
Remember, Digital PR is just one part of the overall marketing strategy for your music release. It is a great way to target new audiences that could potentially become fans of your music, but will be most effective when approached with the aim of developing long term relationships with the bloggers and contributors of these sites.
What are your experiences with Digital PR? We’d love to hear your opinions, questions or feedback, which you can post in the comments feed below!
Karen Kieves is the Digital PR Manager at Jaden Social. She has nearly 10 years experience in music marketing and events, which includes working under renowned artist manager, Mona Scott-Young (Missy Elliott, Busta Rhymes, Jim Jones). Follow Karen on Twitter for more digital marketing insight!