Setting out as an independent artist can be daunting, especially when trying to get your music heard, but it doesn’t have to be. You can create an effective marketing campaign that gets your music in front of your audience. And depending on what you decide to do, it also won’t cost you an arm and a leg to put together.
We’ve put together our tips on how you can market yourself as an independent artist. If you’d like access or marketing services get in touch with one of our team here or phone us on 0116 253 0203.
Build an online presence.
In 2025, it’s probably more unusual to find someone without some kind of social media or online presence.
Creating a profile on platforms such as TikTok, Instagram, and Twitter is the perfect place to not only share your music but also connect with your audience. Although you should ensure if you’re using multiple platforms that your usernames are consistent, this will help your fans find you easily – it’s even better if you can get the verification tick!
It’s up to you whether you’d like to use all platforms, or focus your attention on one and build out from there. You should remember that there are multiple tools online that can help you manage multiple profiles and schedule content such as Later, Hootsuite or Buffer.
As you’re building your online presence you should ensure that you’re posting quality content. This will help drive engagement and organically boost your profile and content to larger audiences.
A good example of artists using their social media presence to boost their listenership is Lola Young and Doechii.
Before “Messy” went viral, Lola was posting quality content that perfectly fitted her brand and built her audience organically as her fans felt like they could relate to her through her content.
Doechii used her platforms to promote her new ep Alligator Bites Never Heal and created content that was within the brand palette of the release. The quality of the content meant that her fans could listen to the EP and go to her socials for similar content. Whether this was dedicated to sharing her personality or promoting her music. It all worked together to create a cohesive story that’s instantly recognisable.
Build a website and create a mailing list.
Creating an artist’s website can be a powerful tool when connecting with your fanbase. Many artists will create a website that will act as a hub for their music, merch, gallery and tour dates.
Think of this as the place for your audience to go if they want to know anything about you. Ensure that your website has links to your music, where fans can book tickets to see you live, and where they can buy your merch.
From your website you can build a mailing list. Mailing Lists are also great for letting your followers know when you’ve got a new release coming out, and to share any announcements (think tour dates and merch drops). A mailing list is also an excellent place to start building a fan journey (also known as a “funnel” in marketing terms). A mailing list can help separate your super fans from your passive fans. Super fans are ultimately the ones who will support you every step of your career and champion each of your music releases: listening often and sharing across social media. So having a way to communicate with these fans directly allows you to activate your following and offer them benefits for supporting you.
Claim Your Artist Page on Streaming Platforms
Through most global digital streaming platform you will be able to claim your artist profile. To do this you can utilise services like Spotify for Artists, Apple Music for Artists, JioSaavn ArtistOne, Amazon Music for Artists, Audiomack Creators, and many more.
Within your profile you are able to edit your profile to best represent your and your music. For example, changing images, artist bio, and links to merchandise or where listeners can buy tickets to shows. On Spotify for Artists you can also pitch your upcoming new music to be considered for Editorial playlists like New Music Friday.
Music Videos
Producing a music video for your track can help elevate your music by adding a visual element that can be utilised on digital streaming platforms and social media. By creating a music video you’re giving your music another chance to go viral, not only can the video be shared through newsletters, your website and YouTube. You can clip up the visuals and use them on social media to help promote your music.
These visuals don’t have to be limited to just the music video, you could create behind-the-scenes videos that you can share to show off your personality. These can be posted to platforms such as TikTok, Instagram reels and Facebook reels. Not only will they help improve your brand awareness, they will help you to establish your artist aesthetic.
Remember that your music video doesn’t need to be a large production, you can use footage from live performances.
Surround yourself with a strong team.
No one wants to go it alone – even as an independent artist. However, there are numerous benefits to building a team of creative individuals around you and your music. At the start of your career, you may be able to find like-minded individuals who will help for free, or at the very least assist you at a small cost or for a cut in revenue.
This team could be made up of photographers, videographers, PR professionals, promoters and bloggers, or radio pluggers. As an independent artist you can consider getting yourself a manager. A good manager will have your best interests at heart, and should have an overall understanding of artist revenue streams and the journey to build a career. They will be able to do a lot of the behind-the-scenes tasks, like networking, initiating deal negotiations, radio plugging and booking gigs – all while you focus on performing and creating new music.
Get in touch with Horus Music
Here at Horus Music, we can help you take your music to the next level with our Artist and Label services. We offer bespoke solutions to boost your visibility and help you break through the noise. With Horus Music’s Artist and Label services you’ll benefit from,
- Free editorial playlist pitching
- Post release pitching reports
- A dedicated account manager
- Access to exclusive opportunities (invitations to music conferences and festivals)
Sign up to our artist and label services here, or take a look at our referral promotions here.
Get in touch with one of the team here or drop us a call on 0116 253 0203.
