It is such an exciting time in the world to be a musician. There are so many opportunities to bring your music to your audience. And it’s growing and changing faster than ever.

But how do you do it with enough success to make a living at it so you can continue to do your music and live the dream?

By making music, merch and content that people want, and then learning how to market it. Like any entrepreneur going to market, it always starts with a great product, your mission, your message, your  goals, timeline and roadmap. Otherwise you are just stabbing at stuff and end up spinning your wheels and in the exact same place at the end of next year as you are right now.

While this list is extremely effective, it’s easy to feel overwhelmed with all there is to do. And — it’s important to get feedback on your music and materials – there might be a few tweaks that could make all of the difference. Go ahead and set up a Song Review or Brand Review and I can cover both in one 30 minute session. Click this link here to select your appointment time –> Use the coupon code 25off at final checkout. 

Here are my 21 Ways to Grow Your Audience and Build a Success Career in Music in 2023.

I hope it helps you become wildly successful. Pull up a chair, this is a master lesson in marketing. This is not just about growing a following but also about growing your business. 

1. Your Goals

A dream without a plan is just a dream. A goal is a dream with a deadline. Create goals and deadlines for those goals. Treat your music like a job and watch it grow. 

One goal for all artists at all levels is to be so good they can’t ignore you. Your craft is the core of your career. Your success depends on how good you are. Develop a strong unyielding daily routine.

Here’s a little incentive: There are 8 billion people on the planet. A good goal to set is to create a sustainable business. You’ve heard people say all you need is 1000 true fans – right? What they mean is this. 

True fans are people who buy your stuff. In marketing – a general rounded number of people on your list that buy from you is 5%. 

1000 true fans is 5% of 20,000 people on your list. 

500 true fans is 5% of 10,000 people on your list. 

250 true fans is 5% of 5,000 people on your list. 

If 1000 true fans buy your music, merch and come to concerts at $200 pr year = $200,000.00

If 500 true fans buy your music, merch and come to concerts at $200 pr year = $100,000.00. 

If 250 true fans buy your music, merch and come to concerts at $200 pr year = $50,000.00 

2. Your Timeline + Roadmap

Every artist needs a roadmap and a timeline. Artists are visionaries – but your vision is just a dream without a plan. Where do you want to be in 3-5 years? What’s the goal? Do you want to build a local following or be a digital performing artist? Or do you want to tour the world? 

Start with the end goal and then work backward. 

• What is your goal in 3-5 years? Where do you want to be? Write it down.
• Next, what needs to happen in 1 year to make your goal in 3-5? Make a list.
• Then, what needs to happen in 1 year to make your goal in 3-5? Write it down.
• Then create the timeline and fill in all of the action steps to execute. Aim for the highest peak.

In our Step Up to the Spotlight 6-week Artist Development Program we include a plan for how to make an album in one year. It’s in Module 5 of the program! Get yours here.

3. Record Release Plan to market every song on your EP / LP.  

Every single and every song on your EP or LP deserve their own campaign. Too many artists release 1-2 singles and then the album and that’s it. Continue to market each song on the album. Tell the story of each one, create engaging content that relates to people and makes them want to click (what’s in it for them). 

Grow your following for 3-6 months before you release your music. Gather more people to release your record to!! Talk about the record during the making of it – share photos of sessions, stories of songs you are writing. Seed the coming of the record. Do Livestreams playing covers and the last record and slip in a sneak preview of the new songs (just a few).

A few other tips: 

Plan your performances or tours around your demographics (where your audience lives!). And be sure to livestream all of your performances so people who can’t attend in person can join in! If you have a good size audience you can charge for it (or suggest a donation amount) – it’s another revenue stream!

4. Your Mission

Your artist’s mission is your “why”. Why do you do music? What do you want your music to do in the world – for others? Write it out. Make it matter. Spend time on this until it really lights you up! Then let your mission inform your copy. Pepper your mission through all of your materials. 

Example: I am here to help people that struggle with mental health. It is my mission to help anyone who is struggling feel like they are not alone. Then align your songs and message to your mission statement.

5. A message that connects

I spend a lot of time helping artists build their message that aligns with who they are. We do this in our Signature Songwriting Circle at in our Artist Breakthrough Intensive at my label services company.

Learn more about our Signature Songwriting Circle and sign up for the waitlist – click here.

Building a message that aligns with why you do music is the best place to start. 

I want my music to _________________ fill in the blank. Most artists want their music to help people not struggle as they have, or to feel like they are not alone. Try to identify your particular audience – whether you are talking about mental health, passionate about LGBTQIA+, female or non-binary gender empowerment, or write songs to help people in some capacity – identifying your niche will help build a message that resonates with your audience and pulls them to you. 

Think of how Lady Gaga started with “Born This Way”. Her whole campaign was about not being afraid to be different and spoke loudly to the LGBTQIA+ community which helped her grow her audience and became loyal followers of hers. 

6. Music people want to listen to that aligns with you 

Numbers don’t lie. People really like good music. If your music is not getting on playlists or engaging with people it’s usually that the quality of the music from the songs to the production or vocals that are missing that something special. Or you live in a cave with no internet :).

Solution:

1. Write 3x the number of songs you need and pick the cherries. Strong songs are the foundation of every artists success.
2. Do A&R to detail the sound + direction of your record – to create a “sound” that will make you stand out. Come do A&R with us – learn more here. 
3. Your vocals on your record are really important. Work with a vocal arranger to be sure you are getting the best vocals possible. Work with our arrangers here. 
4. Produce broadcast quality productions. Nothing less will get you where you want to go.

7. Make emotional bonds and connections with your audience

Many artists make the mistake of thinking that their music speaks for them. But oftentimes you need to connect with them first before they will listen. If you are good at this it makes it easier for people to listen and connect with you. 

We use the question “what’s in it for them?” vs. “what’s in it for me. 

Example: 

Wrong approach (what’s in it for me)  – My new single is OUT NOW! Go Listen! 

Right approach (what’s in it for them) – “I wrote this song when my heart was broken from a break-up. If that’s you too, I hope this makes you feel like you’re not alone – Link”  

Right approach (what’s in it for them) – I write songs about being joyful and happy because I believe we all deserve that. Every day I battle with depression—if that’s you too—this song will lift you UP! Link.

8. Your Funnel 

The 3 things you need to be successful with your music and your marketing is the holy grail all entrepreneurs follow for a successful marketing campaign: 

1. The right product
2. The right message
3. The right audience

Miss one, and the scales fall in your disfavor. Do all 3 well and you’ll grow your audience and be moving towards success in your career. I’ve been helping artists grow their careers for over 30 years. I know the amount of time and attention to detail this requires to get everything right. But imagine thousands of people commenting on your posts and listening to your music! That is my wish for you in 2023! This list is curated from my decades of helping artists grow their careers aligning with the current state of the industry and marketing for musicians and music artists. I’m going to be doing more blogs in 2023 about building your funnel. It’s a great way to introduce people to your music without asking them to buy right away. Funnels are like relationship dating. First you catch each other’s attention. Then you go for coffee. Then if you are still interested you go on a dinner date and so on. You don’t get married on your second date :). 

Funnels are also a way to connect with your audience, grow your list and then monetize your music. 

To start you’ll need: 

1. A website
2. An email list (Mailchimp is great)
3. A monthly newsletter 
4. An opt-in form on your website (name, email address submission)
5. A free offer 
6. There are more steps I’ll go into in upcoming blogs. I’ll come back here and link it! 

Once you have that set up – point people to your free offer from socials to grow your list. Once you have an email list you can start growing the relationship and then start monetizing. Email lists are still KING to grow your career. Social media followers don’t necessarily buy. And if and when those platforms go down – so does your connection with all of those followers. Build your list! 

9. A compelling free offer 

The free offer on your site helps to grow your list. In order to get people to opt in to your list, you need to have a compelling free offer. 

Example – incorrect: Download my free song! This doesn’t hit ppl’s emotions and one song is not a strong enough offer to make people want to opt in. 

Example – correct: Download my free song bundle “The Cactus Tree” and inspire your inner child! Click here. The copy is written in a way that speaks directly to them and makes an emotional connection making it more likely for them to want to check it out. Also – a “bundle” or EP/LP giveaway is a stronger free offer that people will want to give you their email address to get. 

10. Giveaways

Giveaways are a great way to get people’s attention. And when you align your giveaways with your music and brand it’s even better. One of my artists gave away the hat he wore during the marking of the record and it helped to grow his audience and get engagements on his posts. Most of those people stayed too because the giveaway is so aligned with his brand and image (and it’s a really cool hat).

Choose stuff that people want or your giveaway will be less appealing. 

I recommend that artists have Giveaways with each new release and once a month at their Livestreams. 

11. Livestreams + Twitch 

Livestreams are a great way to grow your audience. Twitch has become a platform that many musicians are using to livestream. If you build an audience there they will even feature your livestream on their homepage. There is a tip jar and you can also host subscription content and do giveaways and sell merch. Many artists I know make anywhere from $500 – $3500 a month livestreaming on Twitch. YOu can also use other platforms like Instagram and Youtube for livestreams with monetization. 

12. Make cool merch that people want 

I make it a practice to support artists. I comment on their posts, when they have new releases. I shout out on stories, etc. I follow them on Spotify, I stream and buy their music and their merch (if I like it – please make good merch people!). It takes a few minutes out of my day and I know how much it helps them. I also go to their livestreams when I can.

Making cool merch is a great way to boost your revenue. People will buy from you – but only if you make merch they want! One of my artists makes prints of her drawings and sells hand crocheted beanies. Another sells Christmas ornaments with messages from his songs and brand. Another is developing a hat and jewelry line by partnering with local shops. When your merch matches your brand it can be a really cool thing to do – and you don’t have to be a big artist to do it. 

A little tip: listen to your friends’ music and buy it. Buy their merch. Shout out about them. Let them know they aren’t alone. They are more likely to do the same for you when you have a release. If we help each other we all prosper. Every dollar you spend makes it possible for an independent musician to continue to make their music.

We rise together. ❤

13. Selling from social media channels 

Always have a CTA – Call to action. It can be subtle or direct. Sometimes just send them to like and save your post (a music clip or inspirational quote). Or send them to watch a video on Youtube to grow your views. Or direct them to your website to get your free music download to grow to your email list. Mix it up! 

Like this: 

• Like and save this post for inspiration when you need it. 
• Watch the full video on Youtube – link in bio. (when you share a clip of a song)
• Download my EP / LP for free for a limited time to add to your collection. Link in bio. 
• Want to feel cozy during the holiday season? Get my [Insert name] hoodie to keep you warm with your hot chocolate and your favorite movie. 

14. Consistent marketing

Consistency in your marketing is the most important part of marketing. Too many people overdo it and then burn out. Don’t do that! You’ll lose trust with subscribers and followers! 

Here are my top recommendations: 

• Monthly newsletter that goes out the same day of the month without fail. Include a short letter from you, a CTA – see #14 above – and a bio with a beautiful picture of you. 
• Social media posting
  • If you have a small following (under 5000): post 3x a week
  • If you have a larger following (over 5000) – this grows your following faster.
    • 5-7 posts a week 
    • 5-7 stories a week 
    • Reels 2-3x a week

Use hashtags (On Instagram) and keywords (on YouTube) that relate directly to your post.

15. Reels + YouTube shorts 

Marketing is always a moving target – but right now at the publication of this blog, Reels on Instagram and YouTube shorts are doing really well.  

For your Reels on Instagram, create a post with a video of your choice in the background and post some of the lyrics or one of your released songs. Then when you go to post you can select that song to play in the background. 

For YouTube shorts, play a clip of you singing live. Use good lighting and sound. 

These 2 tools help your algorithm grow and reach new people on these platforms!  

16. Subscription Content 

Once you have anywhere from 5000 on socials and 2500 on your email list – as long as you have good engagement from your followers and attending your Lives – you could start a subscription. I see most artists offering subscriptions from $1.99 – 9.99+ per month. Keep in mind you’ll need to create compelling content and Live events that only your subscribers get – so don’t start until you are ready and you have an audience! 

17. Memberships

Next – once you have a following of around 10,000 on socials and 5,000 on your email list, it’s time to build a membership. You can do it with lower numbers as long as you have a LOT of engagement with your followers. Converting followers to paid memberships is not a no-brainer – it will require some muscle, which is why you want enough interested potential subscribers to warrant the work required! 

18. Live shows 

Live-shows are a great way to connect with your fans and build an audience. Particularly if you have a residency in a local venue. Go to a local venue and look into whether you can have a residency performance on same day of the month date to help you build an audience. This makes it easy for people to plan ahead and easily remember when you are playing. Great to post on socials. Be sure to pick a venue that has a livestream feature so you can stream to followers that can’t attend in person.

19. Festivals 

Festivals are an amazing way to grow your audience. Festivals have built in audiences so you don’t have to bring one. And you reach a whole new audience of folks and potential followers. Pick the festivals you want to play and look for submission dates switch are usually sometime during November – January for the upcoming summer. 

Be sure to have a clear CTA (call to action) you can shout out from the stage. Maybe give your album away and have them pull out their phones to opt-in to get a special release they won’t get elsewhere. Have them email you directly. Makes it feel super special!

20. Group shows 

Partnering with other artists to do shows together is a great way to share audiences and gain new followers. Again be sure to have a clear CTA (call to action) to give from the stage. Tell them to stop by the merch table to get a special one-time release they can’t get elsewhere. Collect their email address and deliver the release via email. 

21. Brand partnerships 

Partnering with brands that are local or that align with your values and brand is a cool way to grow your audience.  Local brands might be more open if you are a local artist with a small following. Other brands will be interested once you are over 15k on socials. Big brands will kick in once you are over 75k or so. These numbers can fluctuate as the flow of marketing changes continuously. But these are good figures to aim for! 

To get started up-leveling your craft, career and business plan right away – join my Step Up to the Spotlight Kickstart Artist Development Program here.