Essential Marketing Tools for Musicians

We explore some of the most effective digital marketing tools for musicians to elevate careers...


Digital marketing is a fast-growth area across multiple sectors including the music industry. 

From video editing to creating effective marketing strategies, this is an exciting side of the sector and one which ICMP has responded to with the launch of our new digital marketing course the BA (Hons) Music Marketing undergraduate course. 

Here, we'll explore some of the following essential tools for digital marketeers working within music and looking to stand out in the crowded online world...

Spotify for Artists 

As you probably know, Spotify is the most popular method of music consumption with 381m users, including 172m subscribers, across 184 markets.

The streaming site has become a powerful force within the music industry meaning any artist or band should have a profile. 

Along with social media accounts, it’s one of the first places anyone will go to check out you and your music. 

Spotify for Artists provides you with access to a range of audience tools and stats to help you promote your music. Whether you’re looking to find out where your listeners are located so you can plot a tour or perhaps you want to sell some merch, everything is on this platform. Spotify for Artists also gives you a channel to pitch your music to Spotify’s editorial team, democratising the playing field for indie artists.

Read our blog for more. 

Listen to our latest Release Radar Spotify playlist below: 

Launch your Own Website 

Every independent artist should create a music website. Doing so means you can have complete control over how it looks, the functionality and more.

When compared with social media platforms, it means you have greater freedom when it comes to how your profile is branded. You also don't have to adhere to any formating limitations.

Music fans want one place where they can listen to your music, watch your videos, learn about upcoming gigs, and ultimately, get to know you better."

Create a Mailing List 

The mailing list is one of the most valuable resources for any musician or artist. 

By signing up people to your mailing list, you are not only getting access to free advertising but helping build a fanbase. If you’re playing shows, then you should try and collect email addresses after you’ve performed. If you’re doing this through a website rather than in person, then use a free track as an incentive for them to hand over their contact details. 

Using a mailing list is a great way of creating a community around you and your music. Make sure you message those on your list at least once every month with an update on what you’re doing. 

YouTube for Artists


YouTube can be a powerful channel for bands and artists to use when it comes to communicating with and expanding their audience. 

You can launch your own channel, then share different kinds of video content on there to help grow your fanbase.

For each video you add, make sure you include a catchy and relevant title, add a detailed description, appropriate tags to the subject matter as well as any links to a website or social media channels. You can also embed any YouTube content on a website or on a channel dedicated to music. If you’re sending out press releases to blogs or music news outlets, then make sure you include an embedded YouTube video in there too. 

If you run your own artist channel, then familiarise yourself with YouTube for Artists. This part of the platform will give you access to data and analytics about who is watching your content and where. 

Set up a Blog 

Launching your own blog can be a very effective way of establishing your identity as an artist or music business professional. 

There are plenty of platforms out there to help you get started from Wix to WordPress and beyond. Consider what you want your blog to about, come up with a title and then get going. 

As an artist you should see your blog as a way of communicating more candidly with your fans and being open about the aspects of your creative life such as the songwriting process or what it takes to set up a gig."

You can also include your blog as part of a content marketing strategy and share web links from this via a newsletter or social media. 

Use Different Social Media Channels 

Social media channels such as Facebook, Instagram and Twitter are not only effective ways to market your activities but they also allow you access to more data on your potential audience and how they behave, especially if you offer up great content that includes video, images, and posts that resonate with your listeners.

Facebook Ads Manager can also be a powerful marketing tool for musicians to make sure information about new releases and shows is reaching the right fans online. 

On Instagram, this relatable style of sharing lets your personality and enthusiasm shine through via stories and reels alongside your feed. 

You can also add your songs to Instagram's music library so other users can share them too. 

Utilise Bandsintown


Bandsintown is  one of the largest concert discovery platform, used by over 500,000 artists and 50 million fans. 

It’s a great way to sync all of your future live gigs on your website, blog and any other social media channels. It makes it easier for your community to stay on top of your live activity and check you out in the flesh.

Record Your Own Podcast 

Another fantastic way of engaging with your audience is by starting a podcast.

This can be very effective way in building a wider community around you and your music. You could do this with your band, discussing how you write songs or promote your gigs. This could be easier than writing updates on a blog and lets you present yourselves in a potentially more authentic way. 

Listen to the latest episode of ICMP's The Interview Series below: 

Deep dive into the evolving world of music marketing

Our CIM accredited Music Marketing degree, that sits within our School of Music Business,  will help you gain a richly detailed understanding of digital marketing fundamentals and specialisms. You'll become a master of online content — someone who knows how to reach and influence people through multiple digital platforms.

To completely immerse yourself in your creative career, chat with our friendly Admissions Team via email or give them a call on 020 7328 0222.

Music Marketing
by ICMP staff writer
December 8, 2021
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