Shenandoah SOundcheck

HOw to: promote your music

By AnnMarie Hall, October 24th, 2023

Let’s say you’ve just started a band or you’ve released some of the songs you wrote. If you are really serious about gaining a following, then promoting yourself and your music in the right way is going to be important. Nowadays that means having a social media presence, and making it a reliable space for all of the information pertaining to your music.

Make an Instagram

You can start by making an Instagram, that you will specifically use to advertise your music. If you have created a unique band name, then you may be able to secure the handle that is just your name, without any dashes or extra words. But I have seen many smaller artists make their social media handles @theirname_band or @theirnamemusic. We can look at some of the bands covered on Shenandoah Soundcheck: Cartwheels is using @cartwheelsband and Maldición is using @maldicion_band. Anmara is @anmaramusic, but Shady Trace was able to snag @shadytrace. So, start by trying your name without any add-ons, but if it is not available then you can try a combination of periods or underscores, and “band,” or “music.” 

Once you have your handle, it is important to add a relevant profile picture of yourself or the band. Then, add a bio, which might include your genre, where you are local to, and updates on anything related to your music (such as a single/album release or where you will be playing next). 

Link to your Spotify, Apple Music, YouTube, Soundcloud, etc.

A great feature of Instagram is that you can add a link to your bio. You can simply include a link to the streaming service where you post your music, such as Spotify, Apple Music, YouTube, Soundcloud, etc. But, if you have a website or other relevant social media accounts, then you might want to create a Linktree.  

Linktree is a free website that allows you to include only one link that then connects to multiple links. For example, you can include a link to anywhere where you have music, other social media accounts, a website, tickets to your next show, or downloads for your latest release. You want to make sure that anything about you can be found extremely easily, and using Linktree through Instagram is a fantastic way to do that. 

Take awesome pictures

You do not have to be a professional photographer to take some great photos. Simply setting up your phone and posing with your instruments can look great. But the most important thing is to have pictures you can post. So, if posing is not working for you, you can set up a timer and play a song to get action shots. But if you can get a professional photographer or someone who has a knack for artsy perspectives, then they will know a multitude of ways to make you and your band look cool. 

Album covers are an art in themselves, so if you do a photoshoot or make some art for an album, use that as an opportunity to take multiple pictures. You can then use those pictures to develop your brand style and have consistency in everything that you post. 

Post videos and pictures constantly!

Once you have those pictures, post them everywhere! Use them for promotion on Instagram when you announce that you released a song or an album, or when you are performing at a local venue. On top of the pictures, also utilize your practices as a chance to post content. Record snippets of songs you are practicing or snippets of new songs you will be releasing to get people excited. Fans love seeing their favorite artists’ process and what they sound like live, so showing that behind the scenes can get people’s attention.  

If you do perform at a local gig, then that is also a great chance to have someone take pictures or videos of your performance. If you can get someone there to take those pictures and videos, encourage them to take pictures of the crowd as well, especially when they are having an enjoyable time singing and dancing along. Then, you can post those on Instagram and thank the audience for being a great crowd. Fans love to be recognized, even if it is a general thank you. 

Book gigs (even if they aren’t paid)

You want the chance to perform no matter if the crowd already knows you or if you are being paid. Performing allows you the chance to be noticed by fans. It also gives you credibility when you reach out to bigger venues that you want to perform at. The beginning of your music career is about being discovered in your own community, so small local venues that are looking for musicians will help you achieve that. Any opportunity to get noticed is a good opportunity. 

Reach out to bigger artists

Bigger local artists were in the same position as you early on in their career. So, if you reach out to them, they may be down to meet you, and even play together. Look for bands or artists that have a similar vibe or genre to yours. It is always a promising idea to make friends with people who have been in the game longer than you because they will have some good advice to give. And if they are touring or headlining any performances, they may ask you to open for them, which is a great chance to play for a bigger crowd that you already know likes that type of music.  

Getting recognized by a wide audience may be slow at first, but if you follow these tips, then you’re likely to see some growth. 

Good luck!