Marketing Goal

We’re releasing our second project “tuned in 2” this summer! The whole project is fire! We just need to get the word out so we’re increasing awareness and excitement for the drop. Two tracks from the project have already been released and we plan on dropping one more. The project has limited features and we’re streaming on all platforms.

Marketing Budget

Marketing budget is the toughest part of being an independent artist. We’ve managed to gather up a humble budget that we’ve allocated to social media marketing. We plan to use 40% of our social media budget for influencer marketing and exclusive merchandise.

Strategy

We need to cast a wide net and get conversation started around this project. Paying to co-sign a larger artist for a shoutout isn’t feasible because of the cost of business. Also, paying established artists for clout doesn’t establish good rapport with the community or longevity.

The strategy that we’ve decided to employ actually doesn’t require any resources except a few pieces of merch. We’ve decided on a unique approach to promote our album: we’ll invite influencers in for a listening event.

First we’ll DM our top 50 supporters who engage us most. We will not post this publicly in order to maintain exclusivity. Participants will be required to consent to being filmed for content. The second part of the influencer agreement will require that participants bring one person that isn’t a fan. Last, we require that participants post about the listening experience in the exclusive merch that they receive.

This strategy will engage our biggest supporters and let them know that they are valued. Additionally, we will acquire new supporters. Converted nonbelievers are often the biggest advocates. This strategy also creates an exclusive environment that urges outsiders to be included and creates excitement.

Strategies we didn’t employ

It’s tough for an independent artist trying to make a name, especially with so many new artists in the game today. Still, we didn’t sacrifice our artwork by asking for features for the sake of publicity.