A guide to influencer marketing for musicians

A guide to influencer marketing for musicians

Learn how to leverage influencer marketing to grow and expand your music career.

Another guest from DITTO MUSIC.

Influencer marketing is one of the biggest popular trends that independent musicians can implement in their social media marketing strategy right now. In a world where social platforms like TikTok, Instagram, and YouTube are the main taste makers for new music, it’s no wonder that influencers have so much say in what’s hot and virtual, and what’s not.

The rise of influencer marketing in the music industry in particular, has catapulted emerging artists to stardom through viral popularity, creating a buzz around new music and reaching large fan followings. Sounds like something you’re interested in? Then this is your official invitation to jump on the influencer marketing bandwagon. everything is ready!

Let’s start by defining what an “influencer” actually is is being.

Who is the influencer?

By definition, an influencer is someone who can Shaping or shaping opinions and having a certain kind of “influence” on their audience. Usually this person has Lots of followers on social media A loyal fan who They will trust their judgment and opinions on specific products or services.

in the music industry, The influencer is a powerful resource for young and emerging artists who want to get their music to a large audience. Influencers can help promote new artists and their music in a number of ways, including;

Review and upgrade tracks, albums or music video versions

– Create viral moments or trends using artist music

– Increase the artist’s online following

– Increase artist streams, no. Listeners, concert tickets and merchandise sales

How does influencer marketing work?

For musicians looking to harness the power of influencer marketing to promote their music, it is good to remember that this type of promotion is transactional.

What this means is that both parties often (in this case you, the artist and influencer) You will reap the benefits.

You will benefit from broadcasting your music to a large audience of loyal and engaged followers, who in turn can turn into loyal and engaged listeners. While the influencer will benefit by raising their profile and more often now, make some money along the way (which we’ll get into later!).

The best social media platforms for marketing music influences

Now the question you might ask yourself is – where sAnd find the influencer? where is the best Place For an influencer to promote my music?

You have asked and we have given you.

1. Tik Tok

Arguably the biggest and best place to make your music go viral in the current social media landscape, TikTok has experienced massive growth over the past two years and currently hosts over a billion users globally.

When you are looking for TikTok influencers to work with, as a rule, it is best to do so Target influencers with a follower base of 5,000 to 10,000. These are influencers who are still working to grow their following which means they will likely be more open to working with smaller artists to do so.

On TikTok, the main way influencers can promote music is through Create a TikTok video and use the artist’s track as the soundtrack. They may also use it to create a new trend of dancing, singing, or lip-syncing that can help it stand out and even go viral!

“Dance Monkey” by Tones and I: An Industry Case Study

Ringtones and meShe is an up-and-coming Australian artist who rose to fame last year with her song “Dancing Monkey”It saw viral success after TikTok and YouTube personality Brent Rivera created hilarious TikTok using the song as a backing track.

Influencer Marketing for Musicians - Dance Monkey

Despite the fact that she only started releasing music in the past few years, Tones and I have actually benefited from a lot of publicity from TikTok, most of which has resulted from the comedic use of her song, which even led to fame “Monkey Dance Challenge.”

Watch the original TikTok video here.

2. Instagram

Instagram currently has close to a billion active users and has a huge potential for cross-platform marketing, especially if the influencer you are engaging with has a strong following across multiple social media platforms.

stories and rollers They are the ultimate powerhouses of Instagram music promotion. Like TikTok, when an influencer plays a soundtrack in a post, story, or reel, a link to the track will be automatically added to the app’s internal music library.

“Driving License” by Olivia Rodrigo: An Industry Case Study

One of the top trending songs on Instagram Reels in 2021 was Driving License for Olivia Rodrigo which was released in January of last year and became an instant hit on social media.

The song’s popularity soared to new heights when social media personality and influencer Kim Kardashian West posted it as the soundtrack to her Instagram story just a month after its initial release.

Influencer Marketing for Musicians - Olivia RodrigoInfluencer Marketing for Musicians - Olivia Rodrigo

At just 18 years old, and thanks to her exposure by big house influencers like Kim K, Olivia Rodrigo has proven to be a standout star of her viral success.

3. YouTube

Now that is likely a given.

Despite being the older of the two previous versions, YouTube remains a great platform for artists aiming to expand their reach to new audiences. why? YouTube influencers are the biggest taste makers for millions of younger music fans.

One of the reasons YouTube’s single success is enduring video quality Compared to the fleeting nature of Instagram and TikTok posts are short-lived and often not ephemeral (such as 24-hour stories).

A YouTube video can be rated for a long time, which means that whatever content you have out there about your music or your music can help generate views and streaming for years to come.

“Old Town Road” by Lil Nas X (feat. Billy Ray Cyrus): Industry Case Study

YouTube music review critic and tastemaker Anthony Fantano posted a timeline of himself listening to it Lil Nas X (feat. Billy Ray Cyrus) “Old Town Road”Before sharing his positive review with over 678,000 subscribers.

If that wasn’t enough to send the song quickly, Lil Nas X joined in, too, posting a video of some of the track’s best memes on his YouTube channel. With a more creative approach to distribution, Lil Nas X is an example of how artists can be active players in promoting their songs through various YouTube communities and tastemakers.

4. Snapchat

While Snapchat has been less popular in recent years, the platform is still used by more than 280 million users. In addition, the app continues to roll out new features geared towards sharing music, such as Snapchat Spotlight and Snapchat Sounds.

5. Twitch

Since the beginning of the Covid-19 era, live streaming games have seen a particle flow.

An influencer does not need to be a celebrity on social media. They can be a player that plays your music in the background during the live broadcast. Something that simple with a shout out to their viewers as it plays and a link to your path in the chat could be just as effective as any viral hype.

How to get influencers to promote your music

There are an endless number of content creators across the web. So where do you start trying to get real-world sources and relevant influencers to promote your music?

1. Internet connection

Use Google and the Discover feature of a few different social media to identify a couple of potential influencers you might be interested in working with.

2. Check their content

When finding an influencer to promote your music, performing a quick but necessary check of their content is one of the first steps in the process of getting rid of the ones you have checked Wants To work with them versus people you don’t work with.

Consider things like: What are they posting about? What is the general message they use on social media to send? And most importantly, do you want to associate your music with this message?

3. Make sure your brands are aligned

Choose only influencers whose branding complements your brand.

Maybe the influencer you found is a great advocate for world hunger or climate change – that’s cool! But do either of those two resonate with you and your music personally? If not, then it’s time to move on, brother.

Although you may agree with their mission, this is not enough. If your brands aren’t directly related to one another, the partnership may feel a bit mismatched – and you risk confusing your followers and/or any new potential listeners.

4. Dive deep into their engagement levels

Follower numbers aren’t everything (and more often than not, they get bought up!).

Having 10 million followers does not necessarily guarantee good engagement levels. So it’s better to look at parameters that depend on real-world user interaction – like no. of the likes or comments they receive on their content. This will immediately give you insight into the success of their engagement, and whether or not their platform is worth your time and effort to get a decent return.

5. Consider your budget

Nowadays, content creators and influencers tend to charge fees for their work. Around $20 – $50 per post It revolves around the prevailing rate of the smaller micro-influencer. Bigger influencers will charge more, which is unsurprising.

But like so many things in the world of social media and fast-moving trends, influencer collaborations are a gamble. There is no guarantee that you will reap the return you desire.

This is why it is better to distribute your budget to several smaller influencers who create great content to boost your chances of connecting with different followers, rather than wasting a single influencer and risking alienating other potential audiences.

remember – You can negotiate fees with the influencer based on things like…

Their average does not. Views of the story and swipe up

Their average does not. site clicks

Average their engagement over the past 30 days

6. Create a spreadsheet and start promoting

Once you’ve narrowed down the list of influencers you know you’d like to reach, create a spreadsheet to keep a record of all the important information.

Make a note From every influencer…


Dealing with social media

Contact number/email address (usually you can find one of these in their profile bio)

Start working your way down the list and connect with influencers directly, either by email, their website, or through social media.

But a quick tip before you actually call them – take some time to build a relationship with them. This could be just liking and commenting on their videos or posts. This means that they will be more aware of your username when you send a message, and it can always work in your favor when it comes to negotiating rates or even getting some work done for free.

How do you measure the success of your influencer music campaign

You’ve recruited an influencer to promote your music and the campaign is now in full swing – congratulations!

But how do you actually measure the success of your campaign and whether or not it works the way you hoped it would?

The key mark of any successful influencer campaign = conversion.

And in the case of music promotion, conversion translates to the number of social media followers converting to active listeners or streams.

So followers click the link from the social media platform to your song and search for the song themselves on the music streaming platform.

A good way to get some insight into this is to gauge whether the number of new streams in your path matches the posts and trends an influencer creates.

remember The ultimate goal of influencer marketing is to promote your music and find new fans.

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