Music Promotion and Marketing: What’s the Difference?

What is the difference between music marketing and music promotion?

Marketing and promotion are often confused among freelance musicians. There is a difference between music marketing and music promotion. Let’s look at marketing first.

Marketing

Marketing is about letting your target market know who you are, what you have to offer, why you are offering it, and why what you are offering is something they want. Marketing is about getting your target market to know, like, and trust you.

Does your target audience know you? In order for your target market to know you, they must know that you exist. Your target market needs to know about you and your music. How do you do that? You appear where they are. You need to know where they hang out, what they read, where they shop, and what events they attend. You or your street team must have a presence in front of them. You can do this by acting where your target market is, by posting brochures where they are, or by having an online presence through your website and social media sites. Basically find out where your target market is and introduce yourself there!

Do your target audience like you? Once you’re in front of your target market, now you need to connect with them! Interact with them! Worry about them! Have a message and purpose that resonates with them. What does that mean? On a personal level, tell your market why you make music. What inspires your music? What is the mission behind your music? On an artistic level, create music that they like. Marketing is about engaging and connecting.

Does your target audience trust you? Sometimes you will find that once your target market knows and likes you, they will probably trust you, but that is not always the case. During this marketing phase, your target market is thinking, “Ok, I know who you are and I like you and I like your music, but can I trust that your album or your live show will be as good as you say? Is it?” Marketing is about building trust.

Music promotion: get them to act.

Promotion is all about behavior modification. It is about influencing and persuading others to act. If you’ve done a successful job in your marketing, your market will say, “I know who Musician X is, I like his music, I think the album will be amazing.” But promotion is about getting them to take the next step, getting their market to say, “I’m going to buy the album now.” If you are promoting a live show, you will want them to say “I want to buy tickets now.” How do you get your target market to say this? Create attractive offers! Offer special limited time discounts / prices, special limited edition albums, music packs and bundles.

For more music marketing and promotion tips, click here to visit the Music Success blog site at: Indie Music Success

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