EXPOSURE. It’s what all artists want right?
After investing so much time into creating the music, you want to make sure it gets in front of people. How can you get your music in front of new potential fans? Maybe you’re unsure of the options you have.
A few people have reached out to me and asked about how to get more exposure. To me, there’s really no big secret.
The goal of this blog is to simplify the most practical routes to get more exposure for your music. It’s less about secret tactics or hacks, and more so about an overview of all your options you have to get your music in front of new people.
I break down getting exposure into two general categories:
- Channels you can control / Building your own audience
- Leveraging other people’s audience
Channels you can control / Building your own audience
Market music properly and make it accessible
If you’re putting out good music and doing your due diligence to get your songs out there and making it easily accessible. The more places people can get to your music, the more likely you can expose it to them. This will largely depend on what music business model you follow or what your views are regarding giving your music for free.
Optimize your social media channels and make sure you use hashtags and proper tags so it can be discovered.
Don’t just post the song once and move onto the next thing. You really have to promote it multiple times (not too much where you become spammy), but also repurpose the song into different content like videos.
Keep making music consistently
One of the biggest challenges with getting exposure for your music is that there’s just so much competition. Attention is hard to come by and the fact is not all artists have the ability to gain a lot of exposure.
Mediocre songs will get a mediocre response. Getting exposure often starts with a really good song that people will want to share naturally that resonates with listeners. It could be because it’s something that has a unique sound. Or it could be something that generates some controversy, intentionally or unintentionally (Hobo Johnson, Rich Brian, Post Malone). For example, look at what happened with Lil Nas X with his hip hop country crossover hit Old Town Road.
There’s a lot of musicians out there that want things to happen quickly, but most don’t want to put the time, energy and money necessary to being a successful artist. At the end of the day, you’re still going to need to make a “good” song so keep creating. Even songs that are really good will fade and fans will just jump to the next one. To keep up with the current state of the music industry, you have to be able to keep putting out new content consistently.
By putting out more music, the opportunities you have to get exposure increases the chance for something to catch on. Look at Russ for example.
If for some reason you are very new, just remember it’s also better to put out singles and EPs rather than 10+ track albums.
Activate your current fans by word of mouth
Your current fan base is also a powerful tool for word of mouth exposure. You just need good content and music that people want to share to their network on their own. This could be a share in Facebook, repost in SoundCloud or retweet in Twitter.
It’s a bit harder to ask people to do on social media because platforms like Facebook don’t want you to tell people to like, comment and share your posts. Their algorithms will penalize you.
If you’re just starting off and you don’t have a strong fan base yet, you’re going to need your friends and family to share.
Everytime you perform in front of a live audience, you have an opportunity to reach new fans.
Especially when you’re relatively new, you may end up doing song cover gigs at a bar or be the local opening act for a more established artist. It’s not as exciting as being the headliner of your show or going viral, but every new fan you connect with in person counts and it all adds up. You just have to remember that pursuing music requires having a long game mindset. Don’t underestimate the real life connection. Quality over quantity.
Also, when you’re performing out in public, you’ll have people record you on their phones and that’s another bit of exposure when they share with their network.
This is an extreme example, but it should get the point across. Lauren Jauregui shared some Instagram Stories of Butterscotch’s performance for Forbes Under 30 Summit 2018 in Boston to her 6+ million Instagram followers:
As you can imagine, Butterscotch got a nice influx of followers from this exposure. Most of the time, the average artist won’t be performing in front of others who have a massive social media following, but you never know who may be watching. If you are amazing at what you do, people are more likely to give you exposure to their audiences.
Pay for Social Media Ads
Platforms like Facebook and Instagram Ads are powerful tools to get targeted exposure at scale when done right.
Yes, the downside is you have to pay. As an independent artist, you are operating like a small business and paying for ads is a business expense you need to invest in.
After all, getting exposure organically just from posting is usually not going to cut it most of the time. Your content would need to been found through hashtags or things like Instagram’s Discovery tab, but usually that’s not enough.
Leveraging other people’s audiences
Collaborate with other artists
One of the most basic forms of tapping into other people’s audience is through collaboration. Work on projects with artists that have an audience where you can cross promote. It can start with artists in your local city or community.
In some cases, you can pay for a more established artist to be a feature on your song.
Traditional Channels (TV and Radio)
Because of the internet, these traditional platforms aren’t as powerful as they use to be for exposure. Reality shows like America’s Got Talent helped to launch careers for artists like Butterscotch back in 2007.
Even with reality talent type shows, they don’t seem to move the needle much, unless you’re an extraordinary talent that the world has never seen. Even someone I knew of, who stuck around on the The Voice for a few rounds, didn’t blow up like you would think with all that prime time exposure.
Butterscotch was asked to do a few of these type of shows again in the past year or so. I watched the numbers of many of the contestants to see if the exposure in the competition helped increase their social media followers. Nothing noticeable.
Radio is in a similar boat. As an early millennial, I stopped listening for almost 15 years now. I imagine for younger generations it will continue to decline. This is not to say it isn’t still possible to get exposure this way, but it’s not something I would focus on.
Local Community and Organizations
I’m a big believer that a good way to start off is to establish yourself locally and use those communities, colleges or organizations as a starting platform for exposure. However, you can’t just walk in and expect people to help you. You need to have the right community mindset to make this work.
You never know who has access to opportunities and resources in your local area, so networking and building those relationships are important.
Publicity and Press
Another typical route for exposure is through music blogs, online communities or local press. You can let a blog or online magazine get an exclusive to premiere your new music or video. If you have an interesting story, you might be able get press to cover it.
Depending where you are in your career, it may be useful to invest in a publicist who can get you into higher profile blogs and press opportunities.
Getting your songs into popular curated playlists on platforms like Spotify, Soundcloud and Youtube is another way to get exposure for your music. Editorial playlists where the platform (like Spotify) has a curation team inhouse may be a bit more difficult to get into.
You can try pitching to individual playlists, if you can dig for their contact info somehow. Just keep in mind you’ll need to have something to offer them too, like exposure of their playlist to your audience.
You can also submit a song from an upcoming release to be considered on one of Spotify’s Editorial playlists.
Pitch your music to Youtube channels and livestreamers on Twitch
Youtube Creators and Vloggers could always use music for their videos. If they have a larger audience, it could be a good way to get more exposure. Before you pitch, just make sure the style or genre of music you do actually makes sense for their content. It would definitely help if you become an actual fan of their channel first and build up the relationship before hand rather doing it out of the blue.
Twitch.tv sees an average of 15 million active users a day. I don’t ever use Twitch or watch others play video games, but I know having your music play in the background while streamers are playing is a another route to get exposure. Depending on the type of music you do, this could be a viable strategy.
There have been a lot of artists who have hit the exposure jackpot called virality.
Hobo Johnson blew up after posting a Tiny Desk entry video for a song called Peach Scone. I don’t think anyone ever expected that he would blow out on the scene because of this video, but it happened.
Going viral is not a feasible strategy, but if you want to learn more to increase your chances, here are the 6 principles you need know.
Virality can even happen from something not even related to music where you become super famous on someone else’s platform for some random reason. You then you can use that platform to create an audience for pushing your music. An example is Bhad Bhabie who became famous for saying the catchphrase “cash me outside, how ’bout dat” on Dr Phil as a 13 year old trouble maker. Although pursuing a music career was probablly not her initial intent, she got a major label record deal because of her clout.
When you really assess the options you have for exposure, the X factors for exposure comes down to your content, your network and your brand.
At the end of the day, if you’re not putting out good songs:
No marketing is going to help.
No one is going to want to collaborate with you.
No fan is going to want to promote you.
No Facebook ads are going to save you.
No blog or press is going to cover you.
Be aware of all the options you have available and use them when you can. Above all, the key is to consistently produce quality content and new music.