With the rise of online streaming services and social media platforms, independent artists have more opportunities than ever to reach a global audience and can now connect with listeners and fans on the other side of the world with the click of a button.
However, this also means that the music scene has become more crowded, and standing out amongst the vast array of international talent requires strategic planning and effective execution.
So whether you’re an independent musician, an aspiring songwriter, or even an established artist, mastering the art of music promotion is essential to building your international fanbase, advancing your music career on every continent, and getting your music heard by a global audience.
Let’s take a look at some key strategies for artists to effectively promote their music on a global scale.
1. Understand the global music market but remember that authenticity is key
Before diving straight into the question of promoting your music on a global scale, it’s essential to understand the different dynamics of the global music market, just to have some sort of context as to what is already out there. Today, while Western pop music retains its global appeal, there is a growing demand for local and regional music – which is great as a bit more diversity in the music industry is a very good thing to aim for! For example, recent years have seen a resurgence in Latin music with artists such as Maluma, Bad Bunny, Luis Fonsi, Ozuna, and many more. One of the reasons why these artists did so well, first nationally and then across borders, is that they remained true to their voices, even when their music began to attract international attention.
A great example of authentic music promotion is to look at the success of the hit song “Havana” by Cuban-American singer-songwriter Camila Cabello. One of the reasons the song did so well across the globe was that her promotional strategy was incredibly authentic. The song was so successful that she even released a Spanish version with Daddy Yankee!
Now a quick word on language as this might be a concern for you (we’ll see later that it isn’t the obstacle you may think it is): it is somewhat important but what is even more crucial is to develop a strong visual identity, a consistent brand image if you will, that reflects both your music and who you are as an artist. With this in mind, it’s worth creating compelling and engaging content, such as eye-catching album artwork, captivating music videos (take notes from Camila Cabello!), or engaging social media posts; because all of these can really help to build your brand, reinforce your image, and attract fans from all over the world.
All this to say that while it’s great to do some research into the different music markets around the world to identify the key trends, preferences, and demographics in each region, the most important thing is staying true to your own voice and style. Authenticity should always be the operative word and the information you gather should be used as a guide and nothing more.
2. Take advantage of online music platforms
So you’ve done your research and you’ve got great content to promote, but how do you reach a global audience?
Online music streaming platforms like Spotify, Apple Music, YouTube, SoundCloud, and Tidal have become the cornerstone of global music promotion, offering artists instant access to millions of listeners worldwide and a much larger potential fanbase. To promote your music on a global scale, your best bet is to increase your visibility on these platforms and optimize your profile. And you have to upload your music to one or all of these platforms through a distributor like TuneCore, CD Baby, or DistroKid.
But that’s not enough. As we saw earlier, the music scene has become more crowded since the rise of digital platforms, and standing out from the crowd requires strategic planning. Something that could be of great help and save you a lot of time is to use a music promotion service like Groover to submit your music to Spotify playlist curators, as well as radio stations, record labels, and music blogs around the world. This can be invaluable in ensuring that your music reaches a wider audience and a more global one at that. What’s more, you can get feedback from experienced professionals who understand the intricacies of the music industry and know what strategies work best to promote music to reach a wider and international audience. So not only can they help you get started, but they can also guide you along the way.
If you want to promote your music globally, make sure your focus is on cross-border promotion and connect with international influencers, bloggers, and music industry personalities to boost the visibility and credibility of your music around the world.
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Submit your music to Spotify playlist curators, radio stations, record labels, and music blogs ⬇️
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If you want to promote your music on a global scale and get it heard by fans all over the world, one of your main goals should be to establish a strong online presence. Indeed, social media means you really do have the world in the palm of your hand and popular social media platforms such as Instagram, Twitter, and TikTok offer artists powerful tools to share updates, showcase their creativity, and connect with their fans (even those on the other side of the world!).
Now, these social channels alone won’t help you if you don’t use them well. It’s crucial that you engage with your audience through engaging content, strategic hashtags, and direct messages, especially if you want to cultivate a loyal fan base, amplify your reach, and generate engagement around your music on a global scale. Now, influencer marketing has also emerged as a powerful tool for promoting music and should be included in your promotional strategy. With that in mind, reach out to international influencers and suggest that they listen to your music!
BTS, a South Korean boy band, is an excellent example of the strategic use of social media. The members were initially met with skepticism from the mainstream music industry, but the band managed to break through and achieve unprecedented success on a global scale, all despite singing mainly in Korean (proof that language isn’t crucial and sometimes, staying true to your roots can pay off !). Their secret lies in engaging directly with their fans and promoting their music on digital platforms (both streaming and social media platforms), which has led to a dedicated fan base known as ‘ARMY’ and massive international success.
4. Collaborate with international artists and influencers to break down geographical barriers
One of the quickest and most effective ways of promoting your music on a global scale is to collaborate with international artists, giving you exposure across borders. Not only are you releasing new music for your loyal listeners, but you can also perform for and connect with someone else’s devoted fans, who are discovering a new artist endorsed by their favorite musician.
Another great benefit of this is that you get to tour different countries and perform concerts, and that is one of the best ways of getting your music heard by an international audience. If it may be quite difficult to organize by yourself, collaborating on a song with an international artist is the easy way into an international tour.
Angèle, the Belgian singer-songwriter, is a good example of this. She has strategically promoted her music worldwide by collaborating with international artists to expand her global presence, including pop superstar Dua Lipa. Other elements that have solidified her international status are her participation in music festivals, events, and gigs around the world, as well as her strategic marketing efforts, including targeted PR campaigns and brand partnerships (if you’re able to get partnerships with international brands, these can be a huge help in promoting your music globally!).
5. Leverage technology to cultivate international relationships
In the digital age, geography is no longer an obstacle to promoting your music. You’ve got the world in the palm of your hand and the ability to connect with people everywhere. With this in mind, you should take advantage of technology to network and cultivate international relationships with fellow musicians, industry professionals, and fans from all over the world, as this not only fosters an authentic connection but can also open the door to new opportunities and expand your reach on a global scale. You can do this through the various platforms we saw earlier but also by joining online communities and forums.
Bear in mind that promoting your music on a global scale requires significant time, effort, and resources but by developing compelling content, building an online presence, collaborating with influencers and industry professionals, engaging with online communities, and cultivating international relationships, you can effectively promote your music to a global audience.
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Promote your music, try Groover now 👇
