So, 2020 is finally over. How are you going to make sure that 2021 is your year? We have made it through the storm and now we’re just waiting out the rain. What did you accomplish in 2020? How are you going to take the skills that you learned in quarantine and apply them to this year? These are the kinds of questions that I’ve been asking myself lately. But this article isn’t about me, it’s about YOU! Yes, if you are reading this then I want you to know that I am talking directly to you.
How are YOU going to make 2021 your year? As an artist, there are so many avenues of attack when it comes to your career. Before you figure out how to make this your year, you’ll need to sit down and determine what your initial goals are. Consider a few of these questions:
- Where do you want your music heard?
- What audience are you trying to target with your music?
- What is ONE thing that you want to accomplish with your music this year?
- Do you want to grow your brand or grow your income? Both?
There are tons of questions like this that you’ll want to answer. But once you have your answers scribbled out on a piece of paper it’s time to put those goals on to a timeline and begin deciding how to go about doing this. I’ll use these questions above to create a sample scenario to base things off of.
- Get my music heard in Canada
- Target 18-24-year-olds with an interest in EDM
- I want my music to get at least 10,000 streams total
- Grow my brand and then focus on the income later
So…how would I take these plans and put them into action? I would first start with a timeline and create hard dates to complete these things. Starting with the most accessible and then working from there. It would go a little something like this:
- February 15th, 2021: Get music heard in Canada
- March 15th, 2021: Increase streams to 18-24-year-old EDM listeners
- May 30th, 2021: Create a brand image guideline
- July 1st, 2021: Increase plays to 10,000 streams
And that’s only the first 6 months of the year! Imagine how much MORE you could do. This isn’t a place to stop though, in fact now you have to get really into your strategy to determine how to make these things happen. This is where the ball gets its start. You will need to determine what route you want to take to make these goals happen. So let’s start with our first goal:
Getting Your Music Heard in Canada
How does someone in Europe get their music heard in Canada? It’s not like the old days where you would have to send some CDs to that country and try to get them on the shelves. No…no nowadays it’s the most accessible it’s ever been to get your music heard in a variety of places. One of those ways is through creating paid, targeted advertisements that specifically get your music into the ears of listeners.
You can get these advertisements out for less than $5 a day in some cases. And the best part? You can knock two birds out with one stone by increasing your targeting to people in Canada who are 18-24 and like EDM. How about that?
We always suggest looking into your Facebook Advertising platform. If you are interested, please check out this information page directly from Facebook.
But what about my brand?
Great question! As an artist, your brand is especially important. You want to focus on what is going to resonate with your audience. You’ve already pre-determined that you want your audience to be between the ages of 18-24, listen to EDM, and live in Canada. So start doing your research on what this audience likes to see in terms of branding!
- Research Artists with the same core audience
- Find out what kind of branding works well with this audience
- Do some creative mockups
- Create a Pinterest board to find styles and creative ideas
These are just a few examples of things to try and look out for when building your branding. But a lot of it has to do with RESEARCH! A lot about your entire career involves research.
A few other ideas to lock down your brand would include:
- Creating Graphics
- Making a Logo
- Dressing in a certain style
- Ensuring your music matches your brand
What about my streams?
If you do all of the steps above, your streaming numbers should start to grow ORGANICALLY! But if for some reason you are nearing your goal date and don’t see the numbers that you want, it’s time to get creative. What if you don’t seem to know what to do? There are a large number of ways to get those streaming numbers up, and here are a few of them:
- Blog Features
- Social Media Marketing
- Paid Advertising
Those are just four PROVEN examples of what you can do to increase your streams. Yes, they are going to cost you a little bit of money. But remember that to make money, you have to spend it. That’s just the name of the game. Of course, there are other options such as playing shows and building out a tour to support your music, but as of right now that is still very far away (thanks COVID).
So, is this your year?
If your answer is “yes!” then I suggest that you get a move on and make those dreams a reality. You are only as good as your strategy and I just gave you some great examples of a strategy that is sure to develop a career. Of course, this is just one way of doing things. There are hundreds, if not thousands, of ways to make this happen. You’ve got this, we believe in you! 2021 is your year!
Music Industry Monday
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