An important part of getting more fans is to go beyond your music in your marketing efforts. You might have great songs, amazing visuals, and nice videos, but sometimes these might not be enough to get more following.
The key to getting more fans is to associate a particular lifestyle with your music. Give your listeners a context for them to listen to your songs.
We all know that a singer-songwriter’s laid back songs work great with a surfer lifestyle. You are on the beach after a long day of surfing and as you watch the sunset, you listen to the music of this artist with your friends.
We also know the image an indie folk band creates. They travel across the rural outskirts of New Hampshire or upstate New York as they tour from town to town, then record their new album in an authentic barn in the middle of nowhere and drink craft beer before they head back to their hometown of Brooklyn.
Whether you associate these two examples as a listener or not, artists who have reached a major following have excelled in the art of associating themselves with a lifestyle.
In this blog post, I would like to offer three ways to get you started with associating a lifestyle with your artist brand too. Let’s get started:
1) Define who your audience is
Through your social media and/or streaming data, first obtain the demographic data of your audience. What age group and sex do most of your fans belong to? Where do they live?
Then, zoom in a bit more and try to define your audience by adjectives as if you’re trying to define a single person. What kind of people are they? Which activities do they partake in when they are not listening to music? What kind of mindset do they have?
By defining your audience, you will have a better idea of whom you are talking to. You will know what to say, or what not to say, which will help a lot with transmitting your message across.
2) Define your intention
After defining who your audience is, the second step is to define your intention. Why do you make music? What makes you write songs?
Your intentions and motivations directly speak to your audience as to why they should listen to you. You make your music for a certain reason, and they listen to your music for a reason. So if these two can connect, then there will be a magical union which we call, being a fan!
After you make this connection, it is so much easier for someone to connect with your music.
3) Create an elevator pitch
After defining your intention, the third step is to create an elevator pitch. An elevator pitch is a hypothetical scenario where you get into an elevator with a person who can help you with your career, and with the elevator ride being so short, you have only 30 seconds with them.
In 30 seconds or less, you should tell them about who you are, what you do, and why you matter.
In a pitch, most people will talk about themselves, which unfortunately does not mean much to the listener.
Instead, in your pitch, if you can identify a problem in the world, then position yourself as the solution and also explain your motivation to solve a problem, you get yourself a solid elevator pitch. If you can do this in 3 sentences, then you will be able to transmit your whole message as an artist in less than 30 seconds.
An example would be: “These days people are more pessimistic with the world. I want my music to inspire people for social activism and bring people together, because I’m very passionate about social activism as I started playing music to help my community when I was growing up.”
This will get the attention of your listener much more, so see what kind of a pitch you can create for your audience!
So, these are 3 ways to associate a lifestyle with your artist brand.
These are just the foundations to build upon, and I think a great next step would be to do more research. First, make a list of artists that you sound like, or that you want to be associated with. Then, look up their websites, their media, their music and try to get a sense of what kind of lifestyle they associate themselves with.
Keep in mind, if you can find the lifestyle that you want to associate yourself, you will not only get more fans, but you will also open the door for potential partnerships and perhaps even sponsorships! If you do the work beforehand, people can understand your brand much easier.