In the world of advertising, promoting and marketing it can be hard for an independent band or promoter to see growth in their fan base. Fret not! Make use of these 5 DIY tips to expand your audience with ease.
1. Know, develop and focus on your product and story
Once you get past the “it’s-hard-to-describe-us” stage of your career, learning how to articulate who you are will help expand your audience. Every artist has a story and that’s what people really want to know. What makes you different than thousands of other bands? Or what makes you similar to them? Your story doesn’t have to be grand or shocking, it just has to be concise. It can be as simple as: “We are a classic rock cover band,” or as intriguing as: “We are a Norwegian-style metal band from Papua, New Guinea.” Be sure to include a relevant accomplishment in your story. Whether it is the release of a new record or the overcoming of an unusual obstacle. Any reason for an audience to come see your live show or listen to your music at their next available opportunity is a great piece to add.
2. Identify your goal
One of the biggest and most common obstacles for young and/or independent artists is not having clear and achievable goals. For instance, if you want to expand your tour circuit to Europe, pick one geographical location in Europe and start there. Then, research the area and test the waters with a radio campaign, reaching out to agents or artists in that region. Focus social media efforts there and even do a small “building” tour there. Be realistic. It’s a fine balance between investing in expansion and maintaining the financial sustainability of your career.
3. Tell the world (or at least your target audience)
Once you have your story articulated, get it out there and let it start working for you. Make sure it is present in press releases, photos, interviews, social media posts, etc. It doesn’t need to be specifically explained, but should be at least implied. Try to keep things fresh and relevant to your story.
4. Leverage your relationships
When it comes to breaking the ice with bookers, press, radio or anyone else, look for ways to get there through paths that you’ve already established. Whether it is your Aunt Martha who knows a local bar owner, a DJ who has contacted you about your music or a band from that area, it can be effective to let your connections connect with their networks to initiate the first conversation.
5. Everything counts
Keep in mind it takes time for general results to show. Be sure to consider every spark that comes up, no matter how tedious or seemingly insignificant the lead. Most contacts, bookings or press interactions can lead to more, and while you don’t want to constantly bug a DJ to play your record, it is a good idea to keep a radio/press list for sending out new releases. If they don’t play or review every one you send them, don’t worry about it. Chances are they will at least see it and perhaps pick up the next one and give it a listen. You have to be there to be seen or heard.
Warning: Don’t wear out your welcome!
Everything mentioned above can only work if there is a receptive audience. If you feel like you’re starting to sound like spam to those you reach out to, pull back. Make your efforts count the first time.
Looking for extra help booking a tour, recording an album, or submitting music for copyright, we’ve got an in-house music expert at your service! Email BillG@BrownPaperTickets.com for all inquiries and be sure to check out what he’s up to, here!
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