Faced with the multitude of tracks released daily on streaming platforms (around 120,000 new tracks every day, 42% of which do not exceed 10 streams), a well-developed marketing strategy can make all the difference and propel your music into the spotlight. Here are a few tips for setting up an effective marketing campaign and maximizing your returns.

1. Define your positioning and your potential audience
Before launching your music marketing campaign, clearly identify your target audience. Analyze their age, their interests, artists similar to your musical style, and the streaming platforms or social networks they frequent most. Knowing your target audience will help you tailor your strategy to effectively reach those who are most likely to enjoy your music.

At the same time, you need to clearly define your positioning: Which genre/sub-genre does your music belong to? Which music scene do you belong to? Analyze the past successes of artists with whom you share an artistic affinity and adapt them to your style.

2. Draft a communication plan
Create a detailed communications plan to prepare for your musical release, but also think about the aftermath: you need to defend your music and keep it alive. Use your social networks, your website, newsletters or even SMS campaigns to share teasers, behind-the-scenes footage of the creation process and captivating anecdotes about your new track. Get your audience involved by asking questions and running competitions to generate engagement. Plan your publications in advance and think about adapting your content to different social networks.

3. Take care of your image
The image you project is crucial. Make sure your visuals, videos and biography accurately reflect your musical style and personality. Create a coherent artistic identity to stand out and grab attention. Enrich your musical universe by offering derivative products, making musical collaborations with artists from your music scene, adapting your live set to make it memorable and approaching media that have some form of legitimacy to talk about your content. Your aim should be to create an emotional connection between you and your listeners.
4. Build a fanbase of engaged listeners
Take advantage of the promotional tools of streaming platforms and social networks to attract new listeners and build a fanbase that will engage with your content with each new music release. Ads can play a decisive role in algorithmic recommendations, a significant source of streams and music discoveries (on Spotify, this accounts for 40% of music discoveries). It's one of the best ways of finding new listeners: no algorithm to choose who will hear you, you choose your target and you offer your music where your listeners really are. All the record companies actively use these tools, because they are very effective if you know how to use them. Use Facebook, Instagram, Youtube, Spotify and TikTok ad formats to specifically target an audience likely to appreciate your musical universe. Create attractive ads to encourage users to discover your music. If you're looking for support with your music marketing, Base for Music is a platform that simplifies the process of delivering your advertising. By managing your campaign from creation to data reporting, via targeting and optimisation, their teams take care of getting you the best possible results to maximize your marketing investment.

Their aim is to enable artists to optimize the promotion of their music without having to devote considerable time to it or master the associated marketing tools, even for artists starting out on a small budget.

Using the free analysis tools on the Base for Music platform, you can identify what has worked and what can be improved for your future releases. Constant adaptation is the key to maintaining effective marketing. Diggers is now a partner of Base For Music, and to mark the occasion we're offering a 10% discount on your first campaign, with the promo code: DIGGERS10.