Influencer Marketing and the Music Industry

Making music is different than promoting it. The former takes creativity and talent, while the latter requires innovation and business acumen.

The internet was a game-changer for musicians. With the accessibility of the internet and social media, musicians have more opportunity to get their music out into the world and reach new audiences.

The music industry online has become oversaturated, however. The competition is fiercer than ever, but with that comes an opportunity for the newcomers to compete on a level playing field with major record labels and famous artists.

It’s no longer about who’s biggest – but who can capture an audience. A huge factor in this opportunity is influencer marketing.

Can the Music Industry Benefit from Influencer Marketing?

Influencer marketing may be known for fashion, travel, food, and lifestyle industries, but it can be effective in virtually every industry – including music.

According to research, 26% of the music industry has used influencer marketing on Facebook, Instagram, Twitter, and YouTube.[1] Each of these platforms have billions of users, and it’s not likely to slow anytime soon.

All of these platforms have been around for a while, and their influencers have loyal followings that can be leveraged for successful marketing campaigns. With music influencers, the audiences enjoy authentic engagement and love getting new recommendations and discovering new talent from influencers, offering a massive opportunity for musicians.

Even if the influencer marketing campaign doesn’t make you an overnight success, the right influencer can get your music to more people’s ears, growing your fanbase and introducing you to new audiences.

Influencer Marketing for Music-Related Products

Along with generating more attention and exposure for musicians, bands, and singer-songwriters, influencer marketing can help brands that sell music-related products gain an edge.

This could range from products for enthusiasts and fans, such as headphones, speakers, and band merchandise, to products for budding musicians like instruments and accessories. Either way, influencers in the music industry have the opportunity to increase product awareness and boost sales with authentic content like product demos or reviews.

In fact, influencers don’t necessarily have to be focused on music to have success promoting music or music-related products. The biggest factor is that the target audience aligns with yours and they consider themselves music enthusiasts – people likely to purchase high-end products for listening, learning to play an instrument, or launching a music career.

While you don’t need to choose an influencer specific to the music industry, it’s best to make sure that the influencers have a loyal, authentic following of music fans who are likely to make a purchase.

The Music Industry Is Evolving

Like major publishers, a few massive gatekeepers used to control the whole of the music industry. The “little guy” had little chance of being discovered or getting ahead, but with social media and the rise of influencers, the playing field has leveled out. Musicians and music brands still need to compete in a saturated market, however, and influencers can be the edge in boosting brand exposure and awareness.