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Electronic music has been booming in recent years. The genre is defined by its modern sound, owing to how intrinsic digital and electronic tools are to its creation, and encompasses a wide range of sub-genres like house, techno, and even hip-hop. Because of its versatility, the electronic music market keeps expanding, growing 71% in 2022 to a total value of $6 billion.
This means broader opportunities for musicians to build a career from their craft. However, this growth could also expand the competition, with more and more artists contributing to electronic music’s expansive catalog. As marketing is the heart of success in any business, independent and signed artists alike must turn to the most accessible and cost-effective marketing strategies. This helps you communicate your values and messaging and connect with current and prospective listeners up get them to know your work better. For this, social media may be your best option. Here’s why.
The digital age has made many things accessible to a diverse range of people. Technological advancements have fueled artists’ ability to make music and build their careers at their own pace. This is particularly true for electronic music, which relies mainly on electronic or digital instruments, like software or synthesizers. However, this universality also means that not everyone participating in the genre can afford traditional marketing methods, like TV, radio, or print.
Whether working alone or with a team, social media is a far more affordable alternative. It allows you to forego the expenses associated with dated advertising and jump straight to connecting with your audience.
Advertising on social media can be much more targeted than search engine ads like Google Ads. It is also more visually enticing and can be modified to maximize the reach of various social media platforms. For instance, you can use short-form videos on TikTok while using still images on Facebook to appeal to younger and older crowds. This versatility benefits electronic music since you can sample your music and match it with dance trends or other attention-grabbing clips.
Social media also lets you benefit from targeted ads. You can advertise content directly to users with predetermined characteristics that match your intended audience, like age, language, personal interests, and browsing history. You can even use geotargeting, which lets you advertise directly to audiences within proximity of a specific location. So if you have gigs or guest appearances, you can directly reach those who can attend.
Social media platforms allow you to engage directly with your listeners. Features for commenting, polling, messaging, and sharing allow you and your fans to interact with each other directly without the need for third-party mediation. Instead of relying on meet-and-greets or radio shows, you and your audience can correspond freely. Think of how Swedish House Mafia’s Axwell leaked new music via Instagram message after a fan expressed dismay at their canceled shows.
Because of its highly interactive nature, fans can also build a community by engaging with each other through social media. Gone are the days when the electronic music industry had to rely on word-of-mouth, flyers, and local magazines to find out about gigs and other music events. Now, you or your listeners can immediately alert listeners to upcoming events with one click.
Social media has changed how musicians interact with their audience and share their works. By knowing how to leverage these platforms for marketing campaigns, electronic music artists can expand the reach of their music.
