Music Marketing: 5 Proven Strategies to Engage and Grow Your Fanbase

Given the success of select indie artists on social media, it's easy to assume that a few viral social media posts cant take you a long way toward success in music. But the truth is, in today's saturated market, standing out without a solid plan can be challenging. Success requires leveraging modern tools and incorporating timeless principles: connecting directly with fans, building meaningful relationships, and developing long-term strategies beyond fleeting virality. This is what musicians have done for decades, and it's still foundational.

It also demands a strong DIY ethic. Today’s musicians must be as business-savvy as they are talented. Read on for our top tips to market your music and elevate your career.

How Music Makes Money

“You can do whatever you want in your basement for as long as you want, but the minute you've decided to enter the world of commerce, you need to understand how it works,” says Stephanie Kellar, who teaches Berklee's Digital and Social Media Marketing course.

While social media revenue sharing (e.g., monetizing YouTube) might seem like a significant income stream, the reality is that most small- and mid-sized artists make little to no money this way. 

That shouldn’t dissuade you. A solid music-based business makes money from a diversified portfolio of live performances, merch sales, streaming royalties, sync licensing, and various other sources.

What Is DIY Music Marketing?

When we say "DIY," we don’t necessarily mean doing it all alone, but a modern musician must shape their own destiny. Gone are the days of relying on a tightly controlled network of major labels, physical distributors, and radio stations to plug you into a machine and make you a star. 

The modern musician is a clear-headed entrepreneur who can lead a team. It’s harder in one sense, but you’ll have more control over your own success—rather than leaving it to luck—and you’ll be better off financially and mentally in the long run. Whether you like it or not, part of the job now is to become a great marketer.

Music Marketing Strategies 

To help you along the way, we’ve compiled some of our best music marketing advice.

1. Build Genuine Networks 

Human interaction still matters. Meeting people face-to-face—whether at open mics, local shows, workshops, classes, or conferences—lets you forge deeper, more authentic bonds than you might achieve online. In-person interactions encourage spontaneous conversations, spark creative collaborations, and help you earn trust more quickly. 

These relationships often become long-term connections that can lead to unexpected gigs, introductions, or mentorships. While online networking is useful, the immediacy of meeting others in a live setting remains vital for building a stable, supportive network and help guide your career forward. 

“Pre-internet, musicians built fan clubs with notebooks and played gigs three, four, five nights a week to build connections," Kellar says. "Today, networking still requires effort, but digital tools make it easier to stay connected." 

2. Make Merchandise that Connects

Band merchandise does more than boost your bottom line. Each piece—be it a T-shirt, hoodie, hat, or something more inventive—reinforces your identity and serves as a billboard for your project, helping fans feel more connected to your music. You’re free to get as creative as you like, but your ideas need to align with what your fans actually want.

Finding what resonates with your fans takes time, observation, and conversation. Pay attention to who's drawn to your act, note their style, and see what they actually buy. Don't hesitate to ask fans directly for feedback—you'll find they're often eager to share their opinions with you. 

"When someone watches one music video, they spend about three to five minutes with your band. When someone watches 10 music videos, that’s 30–50 minutes. That’s not just YouTube views; that’s also their time investment," said Laser Malena-Webber, member of the Doubleclicks and author of Crowdfunding for Musicians(Opens in a new window). "That's a fan getting to know you, and your music becoming part of their lives. So when you ask them for money, or ask them to buy your albums and T-shirts, they’re excited about it. They want to support the art they already love."

When you get it right, you're not just moving product—you're building community. “The people who buy from you directly are raising their hand and identifying themselves as your fervent fans," Kellar says. "They are the ones who will sing your praises and do your word-of-mouth marketing.” It’s never too early to set up an online store, but remember: selling at shows often nets the highest profit and the most meaningful fan interactions. 

3. Choose the Right Physical Format 

Don’t overlook creating hard copies of your music. While digital streaming is still the main way people listen to music, physical formats still pack a punch, especially with dedicated fans and collectors. CDs are still reliable sellers in many marketing funnels, and vinyl is making a strong comeback. Some artists are even bringing back cassettes or trying out unique formats like VHS tapes and thumb drives to stand out. It’s key to know your niche and audience to make sure the media you choose makes sense and works well. Always weigh the costs against the potential returns before launching any merch run to get the most out of your investment.

4. Don't Fear Paid Advertising or Crowdfunding

Musicians haven’t embraced paid ads the way marketers in other industries have, and that’s a missed opportunity. Some might think it’s too risky, expensive, or just not cool. While it’s true that poorly executed ads can drain your wallet, done right, advertising can propel your career forward in a predictable and sustainable way that virality can’t match. It’s a skill on its own, so make sure to do your homework and learn from the pros before diving in.

For paid advertising, start here:

• Video ads outperform other types of ad creatives. Focus on short-form vertical videos, like reels, to grab attention.
• Meta (Facebook and Instagram) offers the most monetizable ad platform with excellent targeting algorithms.
• Running ads that lead to sales funnels is usually more profitable than directing traffic to Spotify.
• Learn everything you can about crafting compelling content before you start running ads.
• Advertising is all about iterative testing. Before you begin, check out The Lean Startup by Eric Ries(Opens in a new window) to learn the fundamentals.

For crowdfunding, "the fastest path to success . . . is simply to make things and release them," said Malena-Webber. "Whether it’s music videos on YouTube, livestreams on Twitch, collaborative stories on Instagram, photo collages on Facebook, or whatever brilliant, unique creative idea you have, making stuff on the internet and giving it away for free will help make you a presence in your fans’ lives."

We’ve never been signed to a label, we’ve never paid thousands for a PR campaign, but we have more than three million YouTube views, a 9,000-member mailing list, and six albums.

Laser Malena-Webber

5. Own Your PR Strategy

Managing public relations is typically done in one of two ways: through a PR agency that specializes in musicians or by handling it yourself. Your choice depends on several factors, such as your audience, the industry infrastructure for your act, and where you are in your career. Whether you go DIY or hire an agency, you’ll need the same professional materials, so start preparing high-quality photos, well-written bios, and a comprehensive press kit now.

The DIY Model

First things first: “You need to have a repertoire. You could have 12, 15, 25, or more songs in the pipeline, ready to go, because when you get in front of an editor, they’ll ask, 'What’s next for this artist?’” says Kellar. So, the first step is make music.

Next, craft a well-designed electronic press kit (EPK). Your EPK should include a bio, high-resolution images, any press quotes you already have, and music or website links. The key is to include everything that press, blogs, radio, and playlist curators need to help promote you. Make sure any special sales offers you have running on your site are part of it as well!

Then, it’s just legwork. Approach playlisters, indie radio stations, music blogs (yes, there are still some out there), and traditional media. Find anyone promoting music. While there are many services available to help, some are abject scams, so our best advice is to keep it simple. Start by researching new contacts to make sure they align with your music and the topics they cover. Take the time to get to know them, which will allow you to personalize your communication effectively. Reach out directly using their preferred methods—whether it's email, Messenger, Instagram, or another platform—and communicate on their turf to build stronger, more meaningful connections.

"The Doubleclicks has hours and hours of content on our YouTube channel, and I’m writing this article from our crowdfunded European tour," said Malena-Webber. "We’ve never been signed to a label, we’ve never paid thousands for a PR campaign, but we have more than three million YouTube views, a 9,000-member mailing list, and six albums. Our fans are awesome and we love them, and their love for us has made our careers possible."

The Agency Model

Once you’ve gained some momentum, hiring a PR agency to take it further is more accessible than you might think. You can start a small campaign for as little as $2,000. An agency isn’t right for you if you don’t have much material and merch to sell yet, but once you’re ready, their expertise and established contacts can work wonders for your career.

Just make sure to vet companies thoroughly—some are amazing, and some are not so much. Use your gut and do your homework to find an agency that truly understands and aligns with your vision.

Think Long-Term, Work Hard, and Succeed

“I think the biggest takeaway from music marketing is to realize you've got to develop a long-term plan,” says Kellar. Your approach will be unique to you, but by adopting a solid DIY mindset, avoiding the trap of chasing instant gratification, and implementing these basic strategies, your chances of success skyrocket.