{"id":11173,"date":"2018-09-25T10:50:08","date_gmt":"2018-09-25T14:50:08","guid":{"rendered":"https:\/\/online.berklee.edu\/takenote\/takenote\/?p=11173"},"modified":"2025-05-09T16:04:38","modified_gmt":"2025-05-09T21:04:38","slug":"how-to-market-your-music","status":"publish","type":"post","link":"https:\/\/online.berklee.edu\/takenote\/how-to-market-your-music\/","title":{"rendered":"How to Market Your Music"},"content":{"rendered":"\n
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The following information on marketing your music is excerpted from the Berklee Online course The Business of Music<\/em> Marketing<\/em><\/a>, written by Mike King<\/a>, and currently enrolling<\/p>\n <\/div>\n<\/div>\n\n\n\n

A Quick Introduction to the Business of Music Marketing<\/strong><\/h2>\n\n\n\n

Put simply, the act of marketing is making the right people aware of the right thing at the right time. While there\u2019s truth to this definition, so much more goes into an effective multi-channel, diversified, and integrated music marketing campaign. Read on for a breakdown of an effective music marketing plan from start to finish.<\/p>\n\n\n\n

Tactics vs. Strategy<\/strong><\/h2>\n\n\n\n

It\u2019s important to understand the difference between strategy and tactics. Tactics can include the flashy aspects of a music marketing campaign. In the best-case scenarios, tactics are employed to support an overarching strategy, which in turn is designed to accomplish a specific goal. To use familiar examples, think of Taylor Swift going dark on social media in advance of a record release or Beyonc\u00e9 launching a \u201csurprise\u201d video album.<\/p>\n\n\n\n

These are examples of marketing tactics<\/strong>, which are employed to support an overarching strategy<\/strong> of mass awareness around a release of new music, with the overall goal<\/strong> of getting as many people to stream the music, encourage ticket sales around a tour, or encourage a fan base to purchase physical product. A strategy defines the path and supports the long-term goals, and the tactics used to achieve this strategy can be viewed as the steps taken to walk down that strategic path.<\/p>\n\n\n\n

Understanding Your Target Demographic and Psychographic<\/strong><\/h2>\n\n\n\n

Targeting the wrong people in your marketing efforts does little good. The average consumer is exposed to up to 10,000<\/a><\/strong> brand messages a day<\/a>. In one survey on ad blocking<\/a>, 12 percent <\/strong>of respondents strongly agreed<\/strong> and 33 percent <\/strong>of respondents agreed<\/strong> with the statement \u201cI don\u2019t notice online ads anymore, even if I don\u2019t block them.\u201d<\/p>\n\n\n\n

Media has changed significantly over the past 15 years, from a landscape where most consumers paid attention to a few key outlets to a landscape where the media input for each consumer is different. We don\u2019t collectively watch the same television show at night at the same time, or read the same paper, or look at the same website.<\/p>\n\n\n\n