Himalaya: Listen. Learn. Grow.
The New Music Industry Podcast | MusicEntrepreneurHQ.com | with David Andrew Wiebe
Does social media matter for your music career? Realistically, what can you expect to achieve from spending your time, energy, and resources on growing your social media following?
That’s what we’re going to be looking at in this episode of The New Music Industry Podcast.
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* 00:30 – Does social media matter for artists?
* 01:14 – Gaining a better understanding of your audience
* 02:34 – Sharing your music with fan groups
* 03:24 – Targeting your audience with advertising
* 04:16 – Building worthwhile connections
* 05:08 – Will social media make a difference for you?
* 06:35 – Episode summary
Hey, it’s David Andrew Wiebe.
So, does social media matter?
I talked about this a little bit in episode 183 of the podcast, and that basically turned into a bit of a rant, but I think it’s an important question to ask and one worth revisiting.
After all, the first thing many artists do when they begin marketing their music online is rely on platforms that have millions and billions of users to spread their posts to for free.
And all that looks good and sounds good, but unless you know who your target audience is, where they hang out online, and what they’re interested in, I can tell you almost categorically that it’s going to be a waste of time. It just is.
But let’s focus on a few areas where social media can make a difference for you if you’re willing to do the work.
#1 – You Can Spy on Your Audience and Better Understand Them
There’s a lot of talk about data in the music industry, and I even had a great one with Beatchain founder Ben Mendoza in episode 197 of the podcast.
But staring at your Facebook Insights is only going to tell you so much about your fans. Demographic data is great, but most of the time, you’ll find that your audience is you plus or minus 15 years in age.
What we need to understand to be able to connect, engage, and attract prospective fans is psychographic data. It sounds complex, but it basically just means what your audience is interested in.
And there’s a remarkably easy way to figure this out. Instagram happens to be a great place to gather a bit of intel.
You can look up an artist you sound like or have been influenced by, see who has commented on their posts, and then look at their profiles.
And on their profiles, you’ll find pictures of things they’re interested in. Basically, you’d want to make note of everything you find, and pay careful attention to recurring themes. Once you know what those themes are, you’ve effectively got a list of things you should be posting about every single day.
If you don’t know who you sound like, who you’ve been influenced by, or who in the world your audience is, then this is a pointless exercise. But if you do know, you can begin to flesh out your ideal customer profile.
#2 – You Can Share Your Music in Fan Groups
This is a great tactic overall, as it allows you to get your music in front of prospective fans organically.
Basically, the idea is to go and find Facebook fan groups of a specific artist you sound like or have been influenced by. Then, as you begin participating in the group, you would share your music with members.
It takes some work to be able to do this well. You may need to build relationships with group owners. You may need to figure out how to get your posts engaged. And there can be other strategic considerations when sharing in Facebook groups.
But I can see the value in this tactic,