Last month, I heard from a reader asking about the best way to get his new album heard.
He wrote:
“I don’t think my problem is the music itself but rather the marketing. I really feel that I have something pretty unique… what’s the best way to promote a soundtrack album?”
I get questions like this a lot.
And I get it - there’s a ton of composers online hyping up the importance of self-promotion.
But I’ve got a slightly different take on it.
I believe that getting your music heard is NOT about simply getting it in other people’s ears.
Why?
Because our world is absolutely saturated right now with art.
Even with the best marketing team in the world, streams and views don’t inherently create long-term listeners and fans.
So the real question is:
How do we get people to not only hear our music, but to support us long-term?
Because without support, we can’t sustain our art.
The good news is, it’s 100% possible.
But it’ll mean a change in your attitude.
Because if you want to build fans, you need a fan club.
And how does it feel to be part of a club?
Exclusive. Connected. Understood. Supported.
And therein lies the secret:
Instead of trying to GET people to hear your music, you need to LET them get to know you.
Because superfans don’t just love what an artist makes…
They love who an artist IS.
So how do we create this fan club?
By showing up publicly the same way you show up for your friends and family.
Share who you are, what you believe in, cool things you’ve learned, stuff you love that everyone hates, stuff you hate that everyone loves, weird things you’ve been thinking about…
Anything that gives people a window into you.
Now…
Do you have to do this by making content?
Absolutely not.
Some people love making content, some hate it.
But you do have to do it somewhere.
That might mean networking (in-person or online) so you can build relationships with people who will become invested in your success.
It might mean re-connecting with people you know who could help get the word out about your music.
But it all starts with people.
- Not Spotify streams.
- Not a content algorithm.
- Not search engine optimization.
- And NOT paid online ads.
(Please don’t spend your money on ads.)
When you take a people-centered approach to building your artistic brand…
You won’t just see more success...
You’ll have more fun doing it.
(P.S. This people-centered approach is what my Composing Career Bootcamp is all about. Check it out if you’re interested and ready to take the next step towards your creative career goals!)
đź‘‹ Ready for more?
When you're ready, here's 3 ways I can help:
- 🎥 My YouTube. Watch 350+ videos including music tutorials, career tips, and more.
- 🗞️ The Newsletter Archive. Read articles from previous weeks of this newsletter.
- 🎬 Composing Career Bootcamp. Join my 6-week cohort-based course to learn how to land paid composing work from anywhere in the world. (100+ students, 5 stars)
- đź‘‹ Work Directly with Me. I'm offering private mentorship to a handful of select media composers. If you're interested, click the link to apply.
That's all for now!
Reply to this email to share your thoughts, questions, or just to say hi.
(I love hearing from my readers. 🙂)
Otherwise, happy music-making and I'll see you next Tuesday!
- Zach
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