Marketing strategies for independent artists

In today’s music industry, independent artists must become their own marketers to build momentum, grow their audience, and take full control of their careers.

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The music landscape has changed. Emerging artists aren’t just musicians anymore, they're marketers, strategists, content creators, and business minds too. Making great music is just the beginning. To truly cut through the noise today, you need to know how to build and back your own momentum.

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Gone are the days of knocking at gatekeepers’ doors. We’re always advocating for artists to fully take charge of their own careers and learn how to grow their own fan bases by themselves. If you’re an independent artist, this is for you.

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It’s totally understandable that you may feel overwhelmed by the prospect of marketing yourself, after all, you’re a songwriter, a recording artist, a musician, and also needing to become a content creator. The truth is that these are some of the best ways to market yourself today, and there are certain steps you can take to empower yourself in these areas.

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To help, we’ve teamed up with Anna Stephens, founder of Decent Music PR, who’s shared her expert take on how indie artists can build a marketing strategy that actually works.

You’re already in control

The industry has shifted so much from grassroots artist development and today’s music industry backs artists who are already building something, so you need to prove that there’s already momentum behind what you’re doing.

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Rather than waiting for a label to notice you, take the exciting opportunity to show that you're already creating something meaningful and worth noticing. You have more power and potential than ever before. By building your own audience, growing your fanbase, and generating real demand for your music, you naturally attract the attention of industry professionals, on your terms. And even if that attention doesn’t come right away, you’ll be well on your way to a fulfilling, sustainable career doing what you love. That’s the real win.

Let research guide your content

Try to get a feel for the type of content that works for your genre. There are always going to be different types of things that work for different output, so it’s really useful to research content from artists who are producing similar music to you. Don’t focus too much on major artists, instead look at musicians playing similar-sized gigs, making similar music, and actively growing their audience

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It’s worth testing platforms from Youtube Shorts, to TikTok and through to Instagram and see where it’s performing best. If you’re overwhelmed by doing all of them though, maybe just stick to one or two. It’s about being consistent after all, and that’s got to mean achievable too.

Use social media ads to reach the right people

Social media ads are an essential part of your marketing toolkit, allowing you to target the exact audience you want to reach. Platforms like Facebook, Instagram, and TikTok offer powerful ad targeting options that allow you to promote your music, merchandise and shows directly to people who are most likely to connect with your sound

Paid ads might sound intimidating, but they don’t have to be. A small, smart campaign can go a long way, especially when you’re clear on what you want to achieve. That could be, more streams, more followers, or even more guests at a venue you’re performing in.

The key to success with social media ads is being clear about your goals and budget. Start small, test different creatives, and refine your approach based on performance. A well-targeted ad campaign can significantly increase your exposure and help you grow your fanbase.

Final thoughts from GigPig

If you’re gigging regularly, you’re already building a following. That's a massive step in the right direction. By performing live gigs you’re honing your craft, refining your sound and building a community around your music. Combine that with a smart, consistent online presence and you’re well on your way.

Marketing yourself as an independent artist comes down to mindset, research, and sticking with it. The tools are out there. You’ve got this.

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