The landscape of music marketing is an ever-changing one. While it is impossible to be know what is coming next, one thing is for sure: the internet is the best way to promote music in 2022. In this post, I will break down the most effective digital strategies that have worked for me in the past and that I plan to use moving forward to promote my music. Before I begin, it is important to note that different strategies and platforms are better for different artists, depending on your artistic vision. I will attempt to keep my advice as broad as possible so that any artist can gleam some type of useful information from this post.
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The most popular and effective platform for music promotion in 2022 is TikTok. This platform has exploded over the past few years due to its ability to create viral content like no other. Global superstars like Lil Nas X and Lizzo have seen their careers explode overnight due to the app's power, and now thousands of artists are rushing to the platform, hoping to replicate their success. But how does an average small creator stand out among thousands? The key is to combine your own personal brand with current trends when creating content. As a creator, I am always looking for trending content on social media that I can incorporate into my own posts. One page I recommend for finding good content is chooseyoursocial on TikTok. Obviously as an artists we hope to do more than just ride waves and be a flash in the pan, and this does not have to be the case when creating content. The incorporation of current trends in your content, whether it be audio, topic-based, or even a dance, simply works as a hook for the audience. However, the true question is how can you make the content your own? What part of your own personal brand can you incorporate in order to stand out?
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The next method I have used for promoting my music in 2022 is Spotify playlisting. It is no secret that Spotify is the primary place where music is engaged with nowadays. With 433 million active users, the platform is definitely here to stay. There are three main type of playlists on Spotify: algorithmic, editorial, and user-generated. Unfortunately, smaller musicians are usually not privy to editorial playlists, and cannot control whether they are placed on algorithmic ones. However, user-generated playlists can provide artists with lots of exposure. These are playlists that have been created by users just like you and I, and for whatever reason have gained large amounts of followers and engagement. Often times these playlists have the creator's contact information in the description, which you can use to contact the playlist owner and get your song added. There are also popular playlist curators that own a multitude of playlists with large followings. My favorite one of these curators is Masked Mortal. I highly recommend artists reach out to him as he has a wide variety of playlists that could be a home to songs from all genres.
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