This one should be interesting. I know my audience consists of many musicians who struggle to market themselves online, so it seemed right to write up a post about that for a change.
I just jumped off a call with Jaka Bostjancic who is known as Nghtbld (links to his social media and website below) and we brainstormed some ideas.
Jaka is a music producer, has worked with dozens of artists and is a really down to earth guy, no matter how much he achieved already.
He mastered online marketing and is now successfully selling his music to artists all over the world. You can bet he knows a thing or two about digital marketing for musicians.
He comes from Slovenia, a small European country, and he has worked with local artists but also with artists all around the globe.
Here is the latest song he produced:
Sheby - Luna | Produced by Jaka Bostjancic (NGHTBLD)
So, let's start. The text in bold is Jaka, the rest is me.
How does one builds up his brand up from scratch and makes his/her music stand out?
Jeff, I'll tell you what I tell every single person who asks me that. You need to build a narrative around your brand. This takes a lot of work and outside of the box thinking, but it really makes a difference.
Let's take Nike for an example. What is their narrative? - They support athletes. Take a look at their website and social media posts, you'll notice how everything they do conveys just that. You really have to dig deep to find brand's narrative, but once you find it, it'll all make sense. Then, once you understand this concept, it's time to think of yours.
One great example is just twisting Nike's narrative. You as a music producer, support rappers and singers. Then, everything you post should be about that. That's how you build trust and get into people's hearts.
Oh yes, that's a great tip. For all of you who want to learn more about narratives, check out this post.
Next thing I want to discuss with you is getting people's attention. Narrative doesn't help much if you can't get traffic to your website/social media. How about that?
This totally depends on the narrative. Let's take "supporting rappers" for an example. If you really stick to it, what will your first steps be? Probably reposting music of rappers, sending them messages and complimenting their work, etc. That's how you get traffic.
And it's also relatively easy to get traffic on social media. As a producer, your primary focus should be Instagram and Youtube. On Instagram, you can message people, on Youtube you upload videos and rank for different search terms.
What about pricing? How much can producers charge for their beats?
Great question! Unlike rappers/singers who sell their music for 1$ up to $20 for an album, producers can charge a lot more. Let's take a look at my pricing for an example.
My beat leases start from $20 and go up to $150, depends on how many copies of their music they want to sell. If an artist decides to get an exclusive beat, I charge upwards of $300. The only downside of exclusive beats is that these can only be sold once.
Producers shouldn't have too low prices, but also need to stay competitive.
Last question, Jaka, how does one increase lifetime value of a customer?
Through branding and building solid relationships with clients. Releasing new beats often also helps to keep customers returning as they have more material to pick from.
So here you have it. Although marketing for your music seems really simple at first, it's far from that. You need to develop a solid plan first and every action you take should be that direction.
As promised, here are all links of Jaka Bostjancic - Nghtbld: