FAQ promoting your music

What do you have to think about if you want to promote your own music? Which roles do traditional and new media play therein? And what should you actually do with all the data that you can collect nowadays?

Creating momentum

Journalists get information from record companies, internet sources and venues, who in turn keep a close eye on the press. If you are releasing music yourself and/or if you have a tour, that is a good time to send a press release, and to approach journalists, blogs and pluggers. Make sure you do this already before your music is released, as released music is old news already from the moment that it’s out. This is also a good time to post content on your social media, send review copies of your album and release video clips. You also shouldn’t underestimate the value of local newspapers, websites and calendars in the magazines. In general, these are read more often and more thoroughly.

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Online media

Online media are important sources of information for fans, editors and journalists. Here, we make a distinction between editorial online media (blogs, e-zines, websites), static content (video channels, streaming platforms, podcasts) and user-generated content (Tik Tok, Instagram, Facebook).

It is important to consider that some user-generated content can be followed so intensively that it assumes characteristics of static content. This is content that is followed by a user, without being made specifically for that individual user. In such a case, the creator of the followed content is referred to as an ‘influencer’.

As an artist, it is important to be visible in those places where your fans can be found, and to be aware of their interests. If an influencer is a fan of your music, and if he or she represents a target audience that is in line with your own target audiences, this can be of great benefit to you. Therefore, do proper research into the online environment, and base your online strategy on data and analysis. You should also try to collaborate with channels that represent your target audience.

User-generated content

These are the channels which you, as an artist, can use to reach your fans. Or the channels which your fans can use to reach you as an artist. The interaction between fans and artist is the essence of these channels. You are both users.

Most interactions takes place on the standard social media channels, such as Instagram and Facebook, but it is important to investigate where your fans can be found. For example, children and teenagers can often be found on TikTok and electronic music lovers can often be found on SoundCloud.

The more interaction that arises between you and your fans, the more data you will have at your disposal. Many of these channels can give you access to your followers’ data. This will help you to define your target audience even better. Do not hand over this data to third parties, because having this data at your disposal is extremely valuable, also for a record company. It will strengthen your negotiating position.


Radio stations have so-called pluggers’ hours: visiting hours for record labels and artists in order to offer their newest releases. Send review copies of your album to major radio shows. In addition, don’t underestimate the hundreds of small local radio stations. They are often very enthusiastic about the local scene and will continue to be proud promoters of your music the more famous you become. You should also try to build a constructive relationships with radio stations, just like you do with journalists and other people from the industry.