What is the difference between music marketing and music promotion?

Marketing and promotion are often confused among independent musicians. There is a difference between music marketing and music promotion. Let’s look at marketing first.

Marketing

Marketing is about getting your target market to know who you are, what you have to offer, why you offer it, and why what you offer is something they want. Marketing is all about getting your target market to know, like and trust you.

Does your target audience know you? For your target market to know you, they have to know you exist. Your target market needs to know about you and your music. How do you do that? You show up where they are. You need to know where they hang out, what they read, where they shop, and what events they attend. You or your street team need to have a presence in front of them. You can do this by acting where your target market hangs out, posting flyers where they hang out, or having an online presence through your website and social media sites. Basically find out where your target market is and show yourself there!

Does your target audience like you? Once you are in front of your target market, now you need to connect with them! Connect with them! Take care of them! Have a message and purpose that resonates with them. What does that mean? We have a personal level, tell your market why you make music. What inspires your music? What is the mission behind your music? On an artistic level, create music that they like. Marketing is about engaging and connecting.

Does your target audience trust you? Sometimes you’ll find that once your target market knows and likes you, they’ll probably trust you, but that’s not always the case. During this marketing phase, your target market is thinking, “Ok, I know who you are and I like you and your music, but can I trust your album or live show to be as good as you say it is?” Marketing is about building trust.

Music promotion: get them to perform.

Promotion is all about behavior modification. It is about influencing and persuading others to act. If you’ve done a successful job of marketing it, your market will say, “I know who musician X is, I like his music, I think the album will be amazing.” But promotion is about getting them to take the next step, getting your market to say, “I’m going to buy the album now.” If you’re marketing a live show, you want them to say “I want to buy tickets now.” How do you get your target market to say this? Create attractive offers! Offer limited time special pricing/discounts, special limited edition albums, music packs and bundles.

For more music marketing and promotion tips, click here to visit the Music Success blog site at: Indie Music Success