Your music doesn’t suck. The tracks you’ve recently recorded are getting love. People are coming to the shows. But you need to keep your foot on the gas to keep the momentum going. How do you get your music in front of an audience that isn’t just your mom (though shoutout to her for the constant support)? Digital marketing. We know that’s not cool, but marketing is critical as a musician, considering that traditional MTV or radio routes aren’t the road to stardom anymore.
The internet is the modern-day talent scout, and a growing number of musicians have skyrocketed to fame thanks to viral moments, clever online strategies, and the unrelenting power of that “share” button. Gone are the days when you had to wait outside a record label’s office with a demo CD. Now, a single TikTok or YouTube upload can change your life.
Take Lil Nas X, for example. He turned “Old Town Road” into a cultural phenomenon by cleverly promoting it through TikTok trends, specifically targeting meme culture and niche communities. The song’s viral traction catapulted him from an unknown artist to a Grammy-winning superstar, with everyone from toddlers to grandmas singing along. Everyone had that song blasting from jukeboxes in bars nationwide and on social media networks.
Then there’s Doja Cat, whose breakout hit “Mooo!” (yes, the cow song) was initially just a quirky joke uploaded to YouTube. Her offbeat humor and catchy melodies captivated the internet, and suddenly, she wasn’t just the “cow girl” anymore — she was a genre-defying powerhouse, dominating charts and award shows. Her song “Paint The Town Red” rocked the music industry.
Of course, we can’t leave out Shawn Mendes, who started as a Vine star covering acoustic songs in six-second clips. His soulful voice and teen heartthrob charm turned viral views into record deals, leading to sold-out tours and music stardom.
Let’s also talk about Bebe Rexha, who co-wrote and performed on several smash hits that gained traction on TikTok, solidifying her place as an online favorite.
Spotify has completely transformed the music industry, for better or worse, and for musicians working today, it’s both a blessing and a curse. The platform puts your music in front of millions of listeners worldwide, offering unthinkable opportunities just a decade ago. But it also comes with challenges that can make you question whether streaming is a friend or foe.
On the bright side, Spotify is a global stage. For independent artists, the platform is a chance to reach fans in Tokyo, Toronto, or Timbuktu — without needing a major label. Playlists like “Discover Weekly” and curated gems like “Fresh Finds” give unknown musicians a shot at viral exposure. Artists like Billie Eilish and Lauv built massive audiences through these algorithms, and Spotify’s accessibility helped launch their careers into the stratosphere.
It will sound super obvious, but a musician must constantly lean into doing everything online. There are a lot of talented musicians out there, but the key is capturing the zeitgeist within your niche and hoping people respond in kind. From the merch drops to the song teases, you gotta master the art of how people click. Remember what we said about the music industry?
So, what are the top five best ways musicians can promote their work online?
Build a Social Media Presence That Hits All the Right Notes (see what we did there?)
Social media isn’t just a tool; it’s your stage, the neverending spotlight, and, occasionally, that problematic sound guy who always shows up late. (I still love him, though.) TikTok, Instagram, and YouTube Shorts are where music-driven content thrives, and you can turn scrollers into ride-or-dies.
On TikTok
Hop on trending sounds or challenges, but don’t be a lame copy-paste robot: put your spin on it. Whether it’s sneak peeks of your new music, chaotic behind-the-scenes moments, or a meme so weird it leaves people questioning your sanity, your music is the real star.
On Instagram
Reels are the homie: post clips of live performances, teasers for unreleased tracks, or even fan interactions. And Instagram Stories? That’s your casual hang. Throw up a poll like, “Should I start my set with banger A or B?” (Spoiler: they’ll pick neither and request “Free Bird.”)
Music may be auditory, but fans fall in love with your whole vibe. Instagram lets musicians showcase their personality and aesthetic and give insight into their stories. Whether it’s album art, behind-the-scenes studio sessions, or concert clips, your feed becomes a visual extension of your music. It’s how you go from “random artist” to “that cool musician I follow and obsess over.”
On YouTube
Go big with music videos, lyric vids, or “day-in-the-life” clips that show your fans what you’re really about — yes, even that weird thing you eat before every gig. People love chaos, and they love engaging content.
Pro Tip: Don’t just drop content and vanish like Neutral Milk Hotel after one album. Reply to comments, share fan posts, and let your personality shine. Fans don’t just want to hear your music; they want to feel in the band’s group chat. As an independent artist, every move counts.
Release Music Consistently on Streaming Platforms
Spotify, Apple Music, and other streaming services are non-negotiable. But dropping one single and waiting for the streams to roll in? Nah, that’s not the move.
- Consistency is key. Release singles frequently rather than waiting for a full album. Each release is an excuse to promote yourself. Rappers figured this out forever ago.
- Build playlists. Curate playlists of your songs and similar artists to keep your name in rotation. Easy peasy.
- Use Spotify for Artists: Update your bio, pitch your tracks for playlists, and use Canvas (those looping visuals that play with your tracks) to make your music pop.
Pro Tip: Submit your tracks to independent Spotify playlist curators. Getting on even a mid-size playlist can significantly boost your exposure. Many good playlist curators significantly impact social channels because people trust their taste, which is a blessing for an indie musician.
Collaborate, Collaborate, Collaborate
Collaboration isn’t just for the recording booth — it’s a significant growth hack online.
- Partner with other musicians. Cross-promote a joint song, or simply shout each other out. Their audience gets exposed to your music and vice versa.
- Work with influencers. TikTokers, Instagram creators, and YouTubers need music for their content, and if they vibe with your track, their audience might too.
- Jump into other niches. Do you have a fan base in gaming, fashion, or fitness? Collaborate with creators in those spaces to expand beyond the music bubble.
Pro Tip: Slide into DMs with purpose, not desperation. A message like, “I think my track would be pretty awesome for your next TikTok dance vid!” says, “I’m confident and have a plan.” Meanwhile, “Hey, check out my music!” screams, “I copy-pasted this while eating Trix.” Be specific, be chill, and for the love of all that’s holy, don’t start with “Yo.”
Engage Your Fans Directly with Email and Texts
Social media algorithms come and go, but owning your audience through email or text lists is timeless.
Craft an email list
In exchange for an email address, offer exclusive perks like early access to new songs, concert tickets, or merch. Use platforms like Mailchimp or Substack to send updates, personal stories, or sneak peeks of your work. Email lists are a good place to embed that new music video — learn to love the email list.
Text Updates
Apps like Community let you slide straight into your fans’ texts — no awkward DM requests or “seen” ghosts to deal with. Whether you’re hyping up your new track, reminding them about your next gig, or just dropping a casual “Hey, hope you’re surviving Monday and not eating sad desk salad,” it feels personal. Like, “Oh wow, they actually texted me!” personal. Bonus: it’s straight to their phones, no algorithm drama, and honestly, it’s the closest thing to handing them a mixtape without showing up at their door like it’s 1997.
Pro Tip: Use Instagram Stories or a pinned tweet to herd people toward your sign-up forms like it’s the VIP list for the hottest club in town. Make it sound irresistible: “Wanna be the first to hear my new single? Sign up now and secure bragging rights for life!” Nothing says exclusive like being ahead of the curve before your song inevitably blows up on TikTok.
Make Your Website a Fan Magnet
A website is like your digital home base—it’s where you control the narrative.
- Keep it fresh. Regularly update it with news, tour dates, and new releases.
- Sell merch. Use platforms like Shopify to set up a sleek merch store that integrates with your online store.
- Show who you are. Include a blog or behind-the-scenes section that connects fans to your creative process. This is a no-brainer investment into your digital platform.
Pro Tip: Optimize your site for mobile. If it doesn’t look good on someone’s phone, you’re losing fans (and sales). Potential music lovers do pay attention.
Hustle Smarter, Not Harder
Promoting your music online requires creativity, strategy, and persistence. The key is to meet fans where they already are (on social media and streaming platforms) while building authentic and memorable connections. Experiment, double down on what works, and keep the music coming.
If you’re a musician looking to get the edge on Instagram, we can help you slide into those DMs and the comment section. It’s one of the best ways musicians can promote online. Check out how here. (It’s free.) That social media presence is everything.
And if Manychat can help lessen the load of replying to all of those DMs you’re soon to be bombarded with, let us know.
