3 mindset shifts to make you a better music marketer 

How can we create a better marketing experience for fans and artists alike? 

Yes, we’re trying to fuel growth for artists, whether we’re the artist, the label, or otherwise. 

And yes, we want to take that growth and convert it into dollars. 

These are good goals to pursue. 

But we also want to ensure we’re giving music fans a reason to return time and again. 

So how do we do that? 

Well, I believe there are three areas that are ripe for a change in perception. 

If we can change the way we view these three things, I believe we will not only build stronger fanbases, but we will improve returns for artists as well. 

Shift 1: It’s not about the streams 

In today’s music marketing landscape, streams are the most frequent currency of choice. 

And for good reason, streaming is the primary way we consume our favorite songs. 

Streams are also a huge driver of artist discovery and revenue. 

In short, streams are good. 

We want streams. 

But streams aren’t the final boss. 

If anything, streams are just a metric to be leveraged on our way toward building better artist-driven businesses. 

We can use streams to gauge demand from our audience, the efficacy of songs, and even pad the bank account a little bit. 

Ultimately though, streams should be a drop in the bucket when put up against things like selling tickets or merchandise.  

These are where artists truly make money. 

So yes, try to get more streams, but just remember, streams live at the top of the funnel, not the bottom. 

Shift 2: It’s not about the artist 

It’s easy to look at marketing and promotional opportunities through the lens of what’s best for the artist. 

But in reality, it’s not about the artist at all. 

It’s about the fans. 

In “traditional” businesses, fortunes are made by solving problems in the market. 

See a need, create a product or service that effectively meets that need, delight your customers, profit. 

That’s the game. 

In the music business, our customers are our fans, and we should be doing all we can to delight them, just like in more traditional business ventures. 

This is why every new platform that launches that prioritizes the artist but doesn’t bother to ask the question, “Why would fans use this?” fails. 

It doesn’t matter how great something is for artists if it’s a crap experience for fans. 

So next time you’re weighing promotional options, ask yourself, “Will this help me delight my fans?” 

If you can use a promotional opportunity to deepen your level of connection and sweeten the customer experience, you may have a winner on your hands. 

Conversely, if you’re only able to generate a few streams and never have direct contact with your listener, that’s not going to benefit you much in the long run. 

Put your fans first and filter everything else through that lens. 

Shift 3: It’s not about the vanity metrics 

It is so easy to get caught up in views, social engagement, likes, and all the other things that gamify the internet. 

However, none of these are the metrics that truly matter. 

What does? 

Revenue. 

If your goal is to build an artist-driven business, then, at some point, you have to start thinking about how you’re going to make money. 

Now, the most effective ways for most artists to do this is through merchandise and live shows, but there are a multitude of other options out there. 

You just have to be creative. 

Take it back to putting your fans first. 

What do they want? 

How can you add value to their lives? 

What can you do to build a world around your work and make them feel like they are part of an exclusive club? 

And how can you take that sense of belonging and incentivize it in a mutually beneficial way that both serves the customer and earns revenue for the artist? 

This is how businesses are built. 

And this is how long-term fulfillment is found from a career in music. 

Create what you love, use it to delight your audience, and earn a living in the process.