Top 3 Mistakes Independent Artists Make When Promoting Their Music
Are you tired of putting out music and not getting the audience you deserve? Well, you might be making three common mistakes that many independent musicians make, which could delay your growth and exposure.
Mistake 1: Overlooking the Power of PR
PR isn’t just for the big names. I always say, “Everyone needs PR.” It's because it's true. When we look at all the big names, we see how they connect with the media, and their brand is very intentional. Sometimes it involves storytelling, sometimes it doesn’t, but it always goes back to the project being promoted at the time. For up-and-coming artists, PR is the tool to break through the noise and get noticed. When smaller artists use PR, audiences see better results, with their brand being amplified because they have been connected to the right audience, secured local media, and laid the foundation for their growth. For most, when we have a client, the most important thing we want to know is their target audience. Then, we decide if their brand is tuned in the best way possible to reach these identities. PR is not just about promoting. People want to have authentic experiences with the artist. It builds trust and visibility, and it connects the artist to their audience. A great PR strategy would use storytelling to make its audiences feel connected to the artist’s body of work. For example, no matter what industry you work in, the right PR strategy would build local attention but eventually become nationwide with the right steps. Of course, it's not guaranteed if it is not paid. When talking to clients, many believe PR is just about getting press, but it’s more than that. It’s about making sure every opportunity connects with the artist's identity and their goals. For me, it is more about being authentic to the artist, bold to the vision, and disruptive to the industry. Again, PR is not just about press; it is about creating opportunities that align with artists, their vision, and challenging industry norms. With the right strategy, PR can change people’s lives.
Mistake 2: Relying Too Much on Social Media
Social media connects billions of people to information, which is great. But what about the people who aren’t on social media? Do they just miss out on that information? Social media is a limitation to creating an inclusive strategy because then the strategy is not reaching the full target audience. It’s important to reach an offline audience because it builds long-term credibility for who the artist is. Even though traditional media is not as popular as it once was, traditional media still connects millions of people and amplifies brands. Why? It builds connections with journalists and tells a more in-depth story with context. Granted, being in the entertainment industry, social media is the number one tool, but again, it is limiting the story. However, we can use social media to complement the strategy that is being pitched. One of the great things about social media is that the artist can control the narrative. You can go to their social media profile and know exactly what is going on with that artist. Especially when we are pitching, and the journalist wants to see the efforts of the pitch, they can also see the strategy being used. When strategy is being communicated, it gives journalists a deeper understanding of the credibility of the story that is being pitched, rather than just pitching it for the sake of pitching. (You being a rising artist in your city is not a pitch.) It is important for independent artists to understand that social media can complement but not amplify PR strategies. Independent artists must comprehend that while social media is one of the best tools in the digital media industry, its true potential works best when it's paired with a strategy that works offline and reaches audiences across multiple platforms.
Mistake 3: Ignoring the Story
When an artist takes the time and effort to put together an album, it is most likely for a reason. It could be an experience, a feeling, or just for the love of music. Even when transitioning from a group to a solo studio album, it is a story in itself. As an artist, there needs to be a purpose behind your art, and if there isn’t, it’s harder to get the attention, unless you are already a big name. For example, when Beyoncé released Cowboy Carter, she told the public that the project was “born out of an experience that I had years ago where I did not feel welcomed.” Then, she said that she did a deep dive into country music and found “a rich musical archive.” Her having a story behind her project gave journalists a pitch angle that made many headlines. It is not just because she’s Beyoncé; it's because there were many angles to look into this story. The first one being her experience, but then it expanded to Black people in country music, racism in the country genre, and many more things. For independent artists, it is important to have a story that connects to what your project represents so that your message can be amplified. Always having a story gives independent artists the ability to create a strong and cohesive pitch and attract journalists to the story even more.
At LaFynk, we create strategies that are bold, authentic, and disruptive. We make sure we steer clear of these mistakes with our clients. We ensure that the strategies can withstand the test of time, even if they're trendy for the moment. A rising artist deserves the same respect as a household name. They deserve strategies that work for them. It's more than just a copy-and-paste approach. It’s about creating something that works for them individually, not giving a strategy that has already been done. Let us help you avoid these pitfalls and create a strategy that amplifies your brand.