Your album is finished. Now what?
This is usually the point when artists begin thinking about all the ways they need to market a new album, along with all the expenses that come with it. However, some of the most effective promotional tools are free and often overlooked.
Content marketing gives fans a steady flow of information and media while creating more opportunities to promote your music. Here are 13 ways to get started.
13 Free Ways to Market a New Album
1. Share Behind-the-Scenes Photos and Videos
Let fans see how your music and career come together. You do not need an expensive production crew. A smartphone is enough to capture footage from concerts, tours, meetings, photo shoots, the creative process and, if you are brave enough, the recording studio.
Tell your story.
2. Explain the Meaning Behind Your Songs
Create a video explaining the meaning of a song or the process behind writing and recording it. This can build anticipation while giving listeners an early look at what to expect from the project.
3. Pursue Media Coverage
Carefully follow the submission instructions provided by each publication, station or other media outlet. Give editors and producers as much professionally prepared information as possible.
In addition to press releases and review copies, consider offering exclusive access to a single, album cover, track listing or music video.
If you do not submit your material, do not expect coverage. Plenty of other artists are already giving outlets what they need, so there is little reason to assume an editor will chase you for content.
When you receive coverage, return the favor by sharing it through your social media accounts and other platforms.
4. Host a Live Q&A
Hold a live question-and-answer session with fans through Google Hangouts or another platform. This gives listeners direct access to you while creating another opportunity to discuss the album.
5. Create a Lyric Video
Lyric videos, sometimes called typography videos, can be created inexpensively or even for free.
You can also invite fans to submit their own versions and allow the audience to choose a winner. Crowdsourcing the project can increase participation and give fans a reason to share the results.
6. Start a YouTube Channel
YouTube is one of the largest search and discovery platforms online. Create a channel and keep it updated with music videos, behind-the-scenes footage, lyric videos, interviews and other content.
Give fans a reason to subscribe instead of uploading one video and disappearing.
7. Make an Infographic
Create an original infographic connected to your album. It could explore the recording process, explain the project’s themes, break down lyrics or share unusual facts about the songs.
Useful and interesting visual content gives fans something easy to share.
8. Hold a Remix Contest
Invite producers to remix one of your singles. A worthwhile prize can attract stronger submissions, and partnering with a brand for the giveaway can keep the promotion inexpensive.
The contest also gives multiple creators a reason to introduce your music to their own audiences.
9. Create a SoundCloud Account
Upload your new single to SoundCloud and make it easy for listeners to stream, share, purchase or download the music.
Fans can repost the song to their own SoundCloud profiles, helping the track reach new listeners. The platform can also support a remix contest by allowing you to share stems and feature the winning submission.
10. Publish Your Lyrics
Do not keep your lyrics hidden. Publish them on your website or collect them in a downloadable ebook.
Waiting until the album is released may help listeners engage more deeply with the songs after they have had a chance to hear them.
11. Perform an Online Concert
Perform live for fans online through a platform such as StageIt.
An online concert can reach listeners who cannot attend a traditional show while giving you another opportunity to introduce the new album.
12. Start a Newsletter
Use an email newsletter to keep fans informed about releases, concerts, videos and other news.
Services such as Mailchimp can help you build a mailing list and send updates. Make sure every email is easy to read on a mobile device.
13. Start a Blog
The previous 12 ideas provide plenty of material for a blog. Use it to collect your videos, photos, stories, lyrics, announcements and other content in one place.
Then share each post through your social media accounts and other platforms where your fans are active.
Finishing the Album Is Only the Beginning
Finishing an album is not the end of the process. It is the beginning of the work required to help people discover it.
A consistent stream of useful, interesting content can keep fans engaged without requiring a large marketing budget.