In the fiercely competitive music industry, simply having great songs is no longer enough. The most successful independent artists have learned to build a brand that resonates with fans on a deeper level. In this video, we present a three-step framework that can help turn passive listeners into dedicated fans, a strategy that helped us generate over 2 million streams without any paid promotion [00:11].
Step 1: Your Music
The first step in this framework is to strategically showcase your music [00:30]. This goes beyond simply releasing a song and hoping for the best. We advocate for a "multiply your music" approach, which involves taking a single song and creating a variety of content from it.
For example, you can create a clean version, a sped-up version, or an acoustic version. You can also produce visual content such as lyric videos, visualizers, live performance videos, or even karaoke videos. A key component of this strategy is leveraging short-form video platforms like YouTube Shorts and TikTok to maximize your reach and expose new audiences to your music [04:17:00].
Step 2: You and Your Beliefs
The second pillar of a strong brand is showcasing your authentic self and your beliefs [04:52:00]. This is how you transform yourself from a "musician" into a "person" that your audience can connect with. We believe the most powerful way to do this is through three types of content:
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Written Content: Use platforms like Twitter or email to share your thoughts and beliefs.
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Pictures: Share candid photos and behind-the-scenes glimpses into your life to help your audience feel like they know you.
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Videos: This is the most powerful medium for connection. Consider starting a podcast, going live on social media for Q&A sessions, or creating behind-the-scenes vlogs. The goal is to naturally weave your identity as a musician into your personal life, rather than constantly promoting your songs [15:54:00].
Step 3: Your Other Interests
The final step is to share what you do outside of music [16:17:00]. We believe our biggest mistake was only focusing on our music and not showing our other interests. The most effective way to build a brand is to show that you are a well-rounded person with a life beyond the studio.
By showcasing other hobbies, such as skateboarding, fitness, or even acting, you can attract new fans who are drawn to you for reasons other than your music [20:05:00]. These new fans may then discover your music and become a part of your community. This strategy not only expands your audience but also prevents creative burnout by allowing you to create a variety of content that you are passionate about.
Summary
In the modern music industry, a strong brand is built on three pillars: your music, your personality, and your other interests. By consistently creating content that highlights all three, you can build a multi-faceted brand that turns listeners into dedicated fans, ensuring a sustainable and fulfilling career.
