In the fast-evolving music industry, some promotional tactics that were once effective have become outdated or less impactful. Here are some music promotion strategies that may no longer work as well as they used to:
Print and Radio Exclusivity: Relying solely on traditional media outlets like print magazines, newspapers, and radio stations to promote music is less effective today. While these platforms can still play a role, they no longer dominate the music discovery landscape.
Press Kits: Sending out physical press kits with CDs or promotional materials used to be standard, but with the shift to digital, this approach is largely obsolete. Digital EPKs (Electronic Press Kits) are now the norm.
Automated or Generic Posts: Simply posting repetitive, automated content or spamming links to your music across social media without meaningful engagement can turn off potential fans. Today’s audiences value genuine interaction and personalized content.
Buying Followers: Purchasing followers or likes to boost your social media presence might create a façade of popularity, but it often leads to low engagement and can damage your credibility. Platforms are increasingly cracking down on this practice as well.
Unpersonalized Email Campaigns: Sending out mass, generic emails to a large list of contacts without personalization or targeting is less effective. People are more likely to ignore or unsubscribe from these emails if they don’t feel a personal connection.
Cold Outreach Without Context: Reaching out to bloggers, influencers, or industry professionals without any prior relationship or relevant context can come across as insincere and is often ignored.
Sole Focus on Playlist Placement: While getting your music on popular streaming playlists is still valuable, relying too heavily on this strategy without building a broader promotional plan can be limiting. Playlists alone rarely create long-term fan engagement.
Chasing Algorithmic Success: Trying to game the algorithms of platforms like Spotify by focusing solely on playlist-ready songs can lead to a lack of artistic diversity and fail to build a genuine fanbase.
Neglecting Fan Interaction: In the past, some artists could afford to be distant from their fans, letting record labels or managers handle communication. Today, fans expect more direct interaction, especially on social media. Ignoring this can alienate your audience.
One-Way Communication: Only broadcasting your content without responding to comments, messages, or feedback can create a disconnect with fans who crave a two-way relationship.
Print Ads: Advertising in print media, such as newspapers or magazines, is often less effective for music promotion than digital ads due to declining readership and the shift to online content consumption.
Billboard and TV Ads: While they can create brand awareness, billboards and TV ads are expensive and may not provide a good return on investment for most independent or emerging artists compared to digital and social media advertising.
CD-Only Releases: Focusing primarily on selling physical CDs or vinyl without a strong digital presence is outdated. While vinyl has seen a resurgence, digital streaming and downloads dominate music consumption.
Retail Store Distribution: Relying heavily on getting your music into physical retail stores is less relevant today, as most music discovery and purchases happen online.
Non-Mobile-Friendly Content: Failing to optimize your website, emails, and digital content for mobile devices can hurt your promotional efforts, as a significant portion of music discovery and consumption now happens on smartphones and tablets.
By avoiding these outdated tactics and focusing on modern, audience-driven strategies, you can more effectively promote your music and build a sustainable fanbase.
As a session singer, writer, and producer that has worked with over 300 clients to provide high-quality jingles, singles, and features, Yona spends her time creating and marketing new music and helpful resources for creators. Check out Yona’s latest releases on her Spotify, her Youtube and share if you like it!
If you are in need of singer, songwriter or song producer services, see what Yona Marie can offer you on her services page.
