music marketing courses | music marketing for independent artists

Think about traffic as anybody searching for something and being directed to consume your music.  Examples are Google Search, your website, Facebook, Pandora, YouTube, Instagram, Twitter, etc.  Make sure to have an easy to find link to Spotify, Apple, Amazon, YouTube in all of these places when a potential fan encounters them.
A few years ago I interviewed Dave Kusek about his thoughts on where the music business is going. Dave has an abnormal talent for predicting the future of innovation in the music industry with great accuracy. This book is his manifesto on the future of music and the digital revolution. It’s a great read from one of the most intelligent futurists in the music business.
If you’re anything like me, I had A LOT of trouble asking my fans for help, especially when I was just starting out as a musician. I didn’t want to have to put my tail between my legs and feel like that annoying poor artist who’s always begging for money. But I learned that asking doesn’t have to be that way. It might be a stigma that asking for money is a sign of laziness, but YOU know in your HEART that you’re a damn hard worker, and you deserve to get paid!
Mike King’s, “Music Marketing…,” is a great insight into the industry from someone who has actually worked in the game. He provides tips and tricks with how the industry used to and currently operates giving a leg up for the saavy artist who desires to make a living in the music world. Mr. King does not honey-coat the realities of the business because, after all, music is a business. The book takes the reader through some industry history, current operations (at the time) for marketing and supply chain distribution and insightful quotes from organizational leaders who have either grappled with or taken ownership of technology and how its transformed the business. The advent of internet sales and marketing are now in the forefront of the industry so I certainly look forward to a second edition follow-up. This is a must read for those setting their sights on making a career with music and I highly recommend it. Great read!
I would recommend this to anyone wanting to learn more about the marketing side of music, as well as those other marketing professionals who may have something to gain from learning more about the music side.
Learn the basics behind marketing and selling your music! Music Marketing 101 provides artists, managers, and business entrepreneurs with the foundational music marketing skill set they’ll need to succeed and thrive in the new music business.

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For artists who prefer the “do it yourself” route, James Moore has filled the Independent Music Promotions blog with dozens of original articles on how to properly market your music. You can learn how to write news releases, promote free music and contact music blogs. You also learn how to avoid pitfalls like automated services and social media numbers boosters. James reveals many of the insider tips from“Your Band Is A Virus”.
David Andrew Wiebe has built an extensive career in songwriting, live performance, recording, session playing, production work, investing, and music instruction. In addition to helping musicians unlock their full potential, he also continues to maintain a performance schedule with Long Jon Lev and Adrenalize. If you’d like to be notified whenever the blog is updated, click here to subscribe.
Like Instagram, Pinterest is all about images. Creating boards for high quality album art or band member interests can result in a large amount of organic exposure through Pinterest’s platform. Boards can even show up in Google search results.
That’s not to say that conversational posts can’t be promotional! You just need to learn how to frame the content in interesting ways. For example, if you’re in the studio recording a new album, try sprinkling little updates on social media. Tell a story about your studio experience that day, share a photo of the mix, or post a short teaser video of a song.
How Music Got Free is a riveting story of obsession, music, crime, and money, featuring visionaries and criminals, moguls and tech-savvy teenagers. It’s about the greatest pirate in history, the most powerful executive in the music business, a revolutionary invention and an illegal website four times the size of the iTunes Music Store.
STARTING A NEW CERTIFICATE: When a student wants to earn more than one certificate by having the courses from their lower-level certificate waived into a higher-level certificate. In this case, an additional $175 registration fee is required.
Diplomas are mailed to the address you include on your graduation application. If your mailing address changes after you have submitted your graduation application, be sure to update us at graduation@online.berklee.edu.
“Sometimes I felt like I was sitting in his office with Moore, and that he was, quite simply, looking outside of the window and reflecting on what he, as CEO of Independent Music Promotions, has learned over the years in a self-effaced kind of way. And the gist of it is that is you want to sell your art, you need to consider it as a business, and pursue it just as systematically as you would starting, say, a cupcake business.” – Collins Connect
In The Power of Habit, Pulitzer Prize–winning business reporter Charles Duhigg takes us to the thrilling edge of scientific discoveries that explain why habits exist and how they can be changed. Distilling vast amounts of information into engrossing narratives that take us from the boardrooms of Procter & Gamble to sidelines of the NFL to the front lines of the civil rights movement, Duhigg presents a whole new understanding of human nature and its potential. 
Overall, securing a work at home job for those that love music is possible, as long as you find the right online opportunities and deliver satisfactory work. Apart from the jobs listed above, there are others that are more specific in terms of the work that needs to be done, so all you have to do is keep your eyes open and you will soon be making money from them. Some of the best ways to get musically related jobs is to sign up for job alerts on sites that usually display home based jobs and also offer information on the best way to apply for them successfully.
Some examples of Government Sponsored programs are below. You must be a citizen of the country in order to qualify.  Most governments offer grants and assistance to fund the arts, some better than others. It’s disappointing that music is such a powerful cultural source, but only allot less than 10% of their cultural  budgets to musicians.  The United States is in jeopardy of losing their organization completely, so it’s important for musicians to speak up about this issue now.  I went to the website where I was hoping to point you in order to apply for a grant, and this is what it says right now (here).  It seems rather dire. I found an email address to the director if you want to voice your support for the program and get active.  Ann Meier Baker bakera@arts.gov
Ever wondered why some super talented musicians don’t get the fanbase and recognition they ‘deserve’, while other not as talented musicians get a lot more exposure and seen in all the right places? Well while there could be a number of different reasons for this, one of the most common is that successful person’s ability to handle the business side of the music industry. More specifically, they probably know how to market themselves well.
I found this quite helpful to put together an overall plan for a CD release. While things change so much in such a sort time in the music industry, this was fairly up to date on most things. The areas where it was not current was not from a lack of knowledge from the author, just from maker changes. A very good overall read regaurdles of the type of music that you are releasing.
I’ve put the subscription based crowd-supporting platform called Patreon at the top of the list because every single musician out there should already know about it. Not only that, but every single musician out there should already be ON it, actively.. errday!!!
Need help growing your audience? I’m a DIY Musician on a mission to help others on their own musical journey. Find out the 5 Must-Have tools that have changed my life as a musician right HERE and stay updated on a new coaching program and e-course that I designed especially for artists like you and I. Can’t wait to share allllll my knowledge and skills with you, if you’ll let me. 🙂 xo
I would like to invite you all to a new social network that I have been using over tha last few weeks. What’s different? They share their advertising revenue with all of us. It is free to join, and then the more content you create, the more people are engaging with you and the more you interact with them, the more you earn. It is similar to Facebook and Twitter, but their initial thought was to provide a platform where all content creators call it, musicians, actors, bloggers, artists can use the platform to:
“Got your new Guerrilla Marketing Book. Only just started reading it and I like it. I’ve read other music biz books and they always seemed depressing because the attitude of these authors is “well so many people have tried so hard at making a success at music and failed, so the chance of you succeeding are really slim, but here’s this book anyway, good luck.” They made me feel defeated before I even started. So I’ve steered away from getting any more music biz books.
[…] When they go to promote music, it’s now possible for an unsigned artist to instantly reach a wide audience that they have built online. Despite the advantages provided by the internet, promoting music online can still be one of the […]
Seth Hochman is a music business veteran who has worked for Epic Records, Warner Music Group, and Universal Music Group. He has held various marketing and digital account roles working with innovative commercial partners. His most recent role was with Universal Music Group as a Commercial Services Account Director, managing day-to-day business relationships with streaming partners. He launched & marketed UMG’s content on Spotify, from it’s introduction in the US in 2011 through it’s explosive growth stages. As account lead, Seth led UMG’s 20+ labels through an evolution in music consumption and revenue growth. Best practices that were developed over three years with Spotify were then focused on video streaming with Vevo, the #1 premium music video channel on YouTube. He worked with labels, artists, and digital marketing teams to develop and monetize visual content. With both Spotify and Vevo, Seth was responsible for Universal’s digital advertising strategies which increased download sales and streaming revenue for the company. Prior to working for major labels he was part of the original marketing team that launched Barnes & Noble.com and developed promotional strategies for Kozmo.com, an early forerunner in the on-demand delivery business.
Don’t create great music in the dark. Get the Guerrilla Music Marketing Handbook today. It’s already helped thousands of artists get more exposure and generate more gigs and music sales. Now it’s your turn to soak up these ideas and put them to work for you.
Perspective is a powerful thing. Boiler Room is a big one to watch in the live content space. Check out this partnership with GoPro to view one of its signature events, from cameras attached to Action Bronson’s head and microphone. So close you can smell the beard sweat.
Don’t skip over this. I intentionally did not title #2 as “Up your merch game” even though that is what this is BECAUSE you’re probably so over hearing how important merch is that you would just skip right past it. Listen to me. When on tour, merch is your #1 income generator. If you do it right. Artists fret over guarantees and door splits while totally ignoring the potential of merch.
So let’s look at her strategy. As has been a trend this year, she backed her influence and refused to offer the album via streaming services to maximize revenue. Aside from the traditional media approach, there are two things I loved about her launch. The first is how she threw a free concert in New York two days before the album dropped and collected millions of fans’ email addresses through the entry process. The second was how she fueled the press buzz with fresh content by taking part in an Adele impersonator contest shortly after the launch.
It’s important to remember, though, that social media isn’t the end-all-be-all when it comes to promoting your music. It can easily become a huge time suck that takes you away from your music if you don’t manage your time properly (Hint: get social media time management tips here).
Donald Passman’s book provides the blueprint for the music industry. But if you’re a businessperson, publisher, manager, or otherwise really need to understand the financial side of the music business, this is your best resource.
Many people listen to music for entertainment but there are those that go beyond the norm to analyze different aspects of a song for their pleasure. If you have the same passion for music, then you have a chance at making money as their many online opportunities available for music lovers. Majority of the jobs that are music related can be done from home as independent contractors or by setting up your own business. For those that have been trained in music, they can transfer their knowledge to others through online courses and offering services that are musically related. On the other hand, if you naturally have a good ear for music, you can listen and then review music on different sites and get paid.
StageIt and Concert Window are leading the way in the online concert world. Most shows are “pay what you want” and encourage tipping. I’ve played a few StageIt shows and have averaged about $5 a head for a “pay what you want” concert (from tipping and tickets). Not bad for playing songs from my living room.
Basic rewards like downloads of your album are good, but don’t be afraid to get crazy with your offers. Let people donate enough for you to fly out to see them for a private show, or even fly them to your album release show. One big donation can make a huge difference in how quickly you’re able to raise the money.
The last decade has seen the record industry shrink by 64% between 1999 and 2011. The amount of money spent by the average music listener in the United States fell from $71 to $26 during that time. There have always been doomsayers predicting the end of the music industry as we know it, but it looks like this time, they’re right.
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7 Replies to “music marketing courses | music marketing for independent artists”

  1. Ocean finally broke his silence, emerging with a teasing live stream as the prelude to a full visual album (“Endless”), followed quickly by “Blonde,” deployed equally as a marketing and business strategy. “Endless” fulfilled his commitments to Def Jam and “Blonde” was an independent release. His effort channeled Beyoncé and Kanye with pop-up stores, a zine and Snapchat filters all combing to make the weekend of the release all about Frank.
    I forgot to write a review for this book but although it’s a bit dated, the information in this book is timeless. I recently went back to look for a question I had and ended up taking more useful information that I forgot about than I expected! For any DIY musicians, aspiring label owners, or even those who want to work in the industry, this book is defiantly one to keep around you at all times! It’s like a musicians bible that should be looked at every week to keep yourself on track, focused, and staying consistent so you can go the distance! Great book, smooth read, highly recommended.
    In Never Eat Alone, Ferrazzi lays out the specific steps—and inner mindset—he uses to reach out to connect with the thousands of colleagues, friends, and associates on his Rolodex, people he has helped and who have helped him.
    “Although James Moore may be perceived as my competition in the music PR business, I proudly support this music marketing book and believe it has much to offer all artists.” – Laurena Marrone, Grit PR
    Social media is NOT a straight-up marketing platform. It’s really a catalyst for conversation and word-of-mouth marketing. About 80% of your posts should be funny, conversational, and interesting, leaving about 20% for promotional material.
    These things are important to know before you start implementing specific music marketing strategies, as even the most powerful promotion methods will become less effective if you don’t know when and how to use them.
    Bands tell me all the time “But our fans don’t buy merch!” Bull! If you sell it right they will buy. If you throw a few CDs in the back of a dark venue with no light, no display, no seller, OF COURSE you will sell nothing. Want to increase your merch sales? Make sure you have a BIG, BRIGHT, attractive display with lights. Make sure it looks super pro.
    Diplomas are mailed to the address you include on your graduation application. If your mailing address changes after you have submitted your graduation application, be sure to update us at graduation@online.berklee.edu.
    The schools in the listing below are not free and may include sponsored content but are popular choices among our users. Tuition and costs will vary across programs and locations. Be sure to always request tuition information before starting a program.

  2. Of course, you need to get fans to actually signup for your emails before you can start using it as a music promotion tool, right? An easy option is to trade something of value for an email address. Keep in mind this doesn’t have to be a free song (in fact there are a TON of more effective ways to grow your email list)
    While some of things you do to market your music will only involve one way interaction (you relaying a message to fans and potential fans), things will really start taking off for you when you make this interaction with fans two way. By this I mean you don’t always want to be relaying messages to them and then shutting your ears. When you update your social sites for example, as you get more followers, chances are people will often reply to something you’ve said. They want to continue the conversation you started.
    5. Do think of the Business as something you can Practice – like five-finger scales or jazz and guitar riffs. You can get better at every aspect, or collaborate with or hire an expert. Think of your business team like a band. Do get people to help and support you in things you don’t want to do.

  3. A music marketing degree program applies the principles of marketing, advertising, pricing, distribution and branding to the music industry. Read on to learn what you can expect from a music marketing degree program. Schools offering Music Business degrees can also be found in these popular choices.
    Everybody wants to make money online, but very few people know where to start. For most people it comes down to having to learn advanced skills that they never have time to master, resulting in the feeling of helplessness about making money online.
    […] not be the entirety of your strategy to grow your email list. Instead, it should be one aspect of a larger music promotion strategy. So maybe you use Facebook ads to get in front of new fans, but you also have an email form on your […]
    If you want to be effective as an artist, you need systems in place. This book breaks down the importance of habits, where they come from, and how to change them. Understanding this will help you make the most out of your waking hours.
    The Internet led to the rise of file sharing and devastated record sales. However, as it took away that revenue stream for many artists, it has provided a diverse array of new opportunities. If you manage your music effectively across these 8 music marketplaces, you may find you’re making more money in music than ever, and all without selling a single song. Give them a try!
    “Welcome home!” Since 1999, we’ve been leading the work-from-home revolution. Our founders designed the first virtual careers training programs for the US State Department and the Armed Forces. Thousands have found jobs and gigs at Rat Race Rebellion, changing their lives and ditching their commutes.
    BandPage started as a Facebook app to allow bands to post music to their Pages. It has evolved into a musician-fan experience haven. Artists offer “experiences” like meet and greets, soundcheck access, pre-show ping pong challenges, pre-show guitar lessons, green room hangs and anything else you can think of. These experiences have brought in additional income for bands on tour above the standard ticket/merch income.
    If you’re a new musician or band and don’t have much experience playing live, it might be a good idea to take what you can get for practice and even small amounts of exposure. Don’t play too many shows out of your hometown early on – it’s important to build your local fanbase before branching out.

  4. We have worked alongside the biggest record labels in the world. During those times we learned the strategies and techniques to develop any artist. Social media branding & optimization should be the FIRST thing any artist does. This creates clarity for your new releases which will help help drive more attention when your music marketing starts. We develop the perfect strategy for your brand.
    The schools in the listing below are not free and may include sponsored content but are popular choices among our users. Tuition and costs will vary across programs and locations. Be sure to always request tuition information before starting a program.
    Put a tip jar at your Merch table with a big sign, “If you liked the show, show us how much! Cash (arrow) or Venmo: @mybandname” You can even have a projector on stage and have like a real time auction with Venmo tips for a screen print or a backstage hang or a date with the drummer. Whatever. There are endless possibilities. Either way, think about how you can utilize Venmo to make more money at the show.
    I love this idea! Yet another way to generate income as a musician without having to leave the confines of your cozy artist space. I use a platform called ConcertWindow, and there are a couple others to choose from like Stageit and Gigee. There are some different tools available for use in all the platforms but something to keep in mind that I’ve found effective with Concert Window and Stageit is having the option to collect tips and give ‘rewards’ to your best tippers. It’s a wonderful incentive and a great way to really connect with your audience in a concert-type setting, without having to leave the cozy confines of your living room.
    DIY music marketing often focuses too much on simply “covering the bases”. Submitting music to outlets including journalists, press lists or a directory of music blogs is equivalent to “door to door” cold calling. Proper research, groundwork and relationship building is what makes music marketing PR effective. Independent Music Promotions focuses primarily on building countless partnerships and relationships intended to ensure high quality press for our clients.

  5. Luckily for me, I found an easy way around that about a year ago. Instead of trying to learn crazy web languages or graphic design, I started search for nontechnical ways to make money online. This led me to taking paid surveys online.
    Online undergraduate degree tuition is $59,160 for 120 credits for all majors except the guitar major. Tuition for the guitar major is $63,660. Students taking 10 courses per year can complete the degree in four years at a cost of $14,790 per year. (Note: Tuition and fees are subject to change.)
    Packed with brand-new case studies from today’s emerging social sites, this updated edition of Likeable Social Media helps you harness the power of word-of-mouth marketing to transform your business. Listen to your customers and prospects. Deliver value, excitement, and surprise. And most important, learn how to truly engage your customers and help them spread the word.
    Put a tip jar at your Merch table with a big sign, “If you liked the show, show us how much! Cash (arrow) or Venmo: @mybandname” You can even have a projector on stage and have like a real time auction with Venmo tips for a screen print or a backstage hang or a date with the drummer. Whatever. There are endless possibilities. Either way, think about how you can utilize Venmo to make more money at the show.
    This course starts with the basics – an overview of key music marketing principles, terms, and practices which together form the foundation for all music marketing plans. From there, students will dig into the key areas of opportunities for musicians, including merchandising, publicity, radio promotion (online and traditional), retail & distribution (online and traditional), advertising, and touring. Students will learn what companies and partners to work with to reach their core fans, how to communicate with them, and the ways to leverage the changes and new opportunities that the internet offers to marketers. The information in this course can form the basis for a full marketing campaign, or be immediately implemented into a new marketing and promotion campaign. This course looks at the opportunities available at both traditional terrestrial marketing opportunities, as well as online opportunities. By the end of the course you will have an active marketing plan and timeline tailored to your own unique strengths and budget.
    Before you start gigging, make sure you have the best gear possible so you can give music fans the experience they deserve. Get the best electric or acoustic guitar, the best amps, and overall best gear you can so that you give new listeners a great first impression.
    Bruce Houghton is founder and president of Skyline Artists Agency, representing a diverse roster of national and international touring talent including Zoe Keating, Darlingside, The Smithereens, Poco, Roger McGuinn and many others. A sought-after industry expert, he serves on the Advisory Board of SXSW Accelerator and was a graduate of the prestigious Leadership Music Class of 2016. His top ranked sites Hypebot.com and MusicThinkTank.com cover the new music industry and how technology is changing the way that music is created, marketed, consumed and monetized.
    With the Music Marketing Manifesto 4.0 launch only a few days away (Wednesday, July 26th), I’ve been receiving a LOT of emails and messages about the program. I thought I’d make a short video to answer the most common questions people seem to have, and really just lay out the whole what/when/where/why of the program… […]
    […] the platform, it’s still only one part of your promotion strategy. If you want to effectively promote your music, you need to be thinking big picture and start getting your social followers to go deeper by […]

  6. Their bussiness model is the same with what Facebook and YouTube are doing with ads. But Tsu are sharing their earnings with us the creators. I only started pushing it recently and I’m earning $0.25 per day and my earnings and following are growing day by day.
    For all the doom and gloom discussions within the music industry right now, hopefully these 10 avenues shed some light onto how you can diversify your income stream and make a solid living as a musician.
    No, credits completed at Berklee or through the prior learning process do not count towards the 60 transfer credit limit. This maximum is for credit-bearing exams and undergraduate-level coursework completed externally.
    Rather than focusing on peripheral services such as social media boosts, we focus on concrete results. We get your music to people who will actually listen to it, write about it, and publish features in prominent major and mid-level publications. This press is permanent and can be used to your advantage in all future music marketing efforts. Most importantly, press is “social proof” at its most potent. Having someone else talk about you is critical in the music industry.

  7. Interactive video specialist Interlude continues to do amazing work in the music space, this time collaborating with Warner Music Group and S-Curve Records on a project for trio AJR. Interlude delivers six interactive experiences that let users do everything from look through their phones or go on a speed date. Also check out Interlude’s voyeuristic video for Led Zeppelin’s “Trampled Under Foot.”
    The article describes Amanda Palmer’s Kickstarter campaign as ‘the most successful’ crowd funding project, but according to her article here http://www.theguardian.com/commentisfree/2014/dec/13/amanda-palmer-art-business-difficult-honest-decisions “while it grossed over $1.2m, it netted – when all was said and done – close to zero”. Of course profitability is not the only measure of success, and Palmer says she deliberately chose to run it as a loss-leader. But her account is interesting anyway.
    Try it out by setting up a paypal.me address and adding it to a new page on your site. It takes less than five minutes to set up, and could be worth so much value to your yearly income online. And hey, you might be surprised at the greatness that can come from just asking.
    This book presents a step by step integrated approach to marketing which leverages the new music marketing opportunities available for musicians and managers and the best practices for traditional outlets that still matter.
    If you are interested in applying to the Bachelor of Professional Studies degree program and would like an estimate of the amount of transfer credit you would receive, you can request an unofficial transfer evaluation by emailing a copy of your transcript(s) to the Berklee Online Transfer Team at transfer@online.berklee.edu. Be sure to include your name, major of interest, and any additional questions you may have. You can expect to receive your assessment within 7-10 business days.
    Ari Herstand is the author of How To Make It in the New Music Business, a Los Angeles based singer/songwriter and the creator of the music biz advice blog, Ari’s Take. Follow him on Twitter: @aristake
    If you want more music marketing guidance, download this free ebook. You’ll get a roadmap showing exactly how different elements like social media, email, and your website come together into a music promotion machine that will help you grow your fanbase and make more money. You’ll also get 3 social media checklists with easy post ideas you can use on your own social channels.
    This is a concise handbook with all the information that you would need to promote your band/music. Bob hasn’t held anything back, he’s sharing ALL the information and tricks that he’s learnt. There’s SO MUCH that you can be busy. He’s also laid it out clearly and thoughtfully. Read from front to back or dip into the chapters you want to know about NOW. Thanks Bob!
    “Your Band Is A Virus! Expanded Edition” is the bigger and better version of the best selling music marketing book “Your Band Is A Virus – Behind-the-Scenes & Viral Marketing for the Independent Musician”. At double the size of it’s predecessor, it is the ultimate music marketing book for serious independent musicians. “Your Band Is A Virus” presents an inspired approach to DIY music marketing coming from James Moore, founder of Independent Music Promotions.
    CHANGE CERTIFICATE: When a student wants to change their lower-level certificate to a higher-level certificate (or vice versa) prior to the completion of the program. There are no additional fees for this option other than the cost of additional courses, and you will only earn one certificate upon completion.

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