Having great content is important, and understanding how to market it digitally is key. Social media and streaming platforms provide countless ways to create a unique, personalized experience. The end goal is construct a world for your fans to enter and inhabit. A social or streaming channel that embodies your persona builds beyond your creative content. From Instagram, to YouTube, these touch points tell your story as much as your music. They allow fans to participate on a deeper level. The result can be more conversation, interaction—even streams & downloads.
In this post, we discuss strategies to help you make the most of your online presence. These examples are clever, tried and true ways to create memorable experiences for your audience.
Create and share audio messages or unique audio tracks for fans on SoundCloud
SoundCloud is not only a great way to distribute music, but it’s also a unique way to use voice messages and get interactive through audio.
We’ve previously written about how ZHU cleverly announced his first U.S. tour. The secretive star prank called a ticket scalper to ask why his own shows sold out. Then, he posted the scalper’s response via SoundCloud. The “track,” which has no music, amassed over 210K streams and over 1.2K likes straight from his fans.
Masego offers another great example. He created a fun thank you message for his fans and shared news about future plans. The direct-to-fan approach generated nearly 50K streams and over 300 shares.
If you have a strong following on SoundCloud across other digital service providers, try experimenting and sharing something for fans beyond music as a way for them to leave comments and interact with you within the track waveform, just as they would when interacting with a music track.
Pin content to highlight on your Spotify profile with “Artist Picks”
On Spotify, you can highlight a track, album or playlist by pinning it to the top of your artist page for two weeks. You can even include a short message for your fans about what you’re pinning and why, and switch things up whenever you want.
Chicago-based producer duo, Win and Woo, utilize this feature to highlight the playlist placement of their single, “Gold,” on their Spotify profile alongside the track itself as their most recent release.
Head here to learn more about customizing your Spotify profile.
Instagram and Facebook Live
Instagram and Facebook Live are vital outlets for growing and maintaining a dedicated following. You can hop on spontaneously or plan a Q&A at a set time.
We’ve seen producers like Swizz Beatz and Just Blaze hop on to do a beat battle. R&B artists like Khalid preview songs before they’re released, giving fans something to look forward to.
DJ Jazzy Jeff has taken it a step further and used Facebook Live to broadcast his #PlaylistSessions. For the past few years, Jeff has hosted a “Playlist Retreat” in his home and studio where he invites his favorite artists, DJs and producers to spend a week with the legendary DJ to create, collaborate and share their passion for music.
“I’m always looking for creative new ways to connect with fans,” says Jeff. “Every time I share something on Facebook Live, I get instant feedback from fans. I can hear what fans are saying and respond to them in real time. That level of direct engagement is priceless.”
No matter what you want to share – sneak peeks of new tunes or behind-the-scenes glimpses, the ephemeral nature of Facebook Instagram Live makes it easy to pop in and make fans feel like they’re right there with you.
Upload content beyond music videos on YouTube
Music videos represent who you are. They embody your taste, your beliefs, your narrative. However, you can broaden horizons and try vlogs. Personal, experimental series can also grant fans insider access.
We like how DJ and singer-songwriter SoSuperSam has created a vlog series “Things & Stuff” to also showcase her personal side and style to her fans. If it feels appropriate for your audience, creating video blogs like these can be a great way to invite your fans to get to know you on a deeper level.
Want to distribute your original music & video and get paid monthly? Request an invite to Stem here.