Praise GOD
Let’s be real… there are very few things you can do with a $0 budget and still come out on top. And in many ways, marketing is included in that. You can’t expect to run digital ads on your hopes and dreams alone, and you can’t buy merch to sell at your next show solely off your talent and impeccable vibes. However, that’s not the kind of marketing we’re talking about today. Instead of talking ads and sales, numbers and figures, we’re talking about how to get creative and make a serious impact when your budget is at $0. Here’s the rundown…
How To Market Your New Release On A $0 Budget
Hit The Streets
That’s right, we’re going old school with a grassroots movement that is insanely effective (and one that I’d suggest you do even if you do have a ton of money to throw at your marketing.) There are a few different ways you can do this. From flyering local coffee shops, record stores and telephone polls, to the more extroverted (and effective) method of chatting face to face with potential fans. Typically, that looks something like this:
- Find a show where a well known act who you have a similar sound to is playing.
- Go to that show early to catch all the people standing in line waiting to be let in.
- Approach people in line, start a conversation about the band they’re there to see. For example “Hey, excited for Panic! At the Disco? Nice! What’s your favorite song? Oh yeah, mine is XYZ.”
- Casually mention your similarity to the artist and give them the opportunity to listen to your music via streaming it through your phone and the headphones you brought. (“Well we sort of sound like Panic!—we’re actually about to release a new album—would you like to hear a bit of it?”)
- If they’re into it, ask them if they want to be added to your mailing list and be the first to hear the new album.
- Leave them with a sticker or pin. 😉
Get Social
Love it or hate it, social media is one of the best ways to engage with fans and market your music for zero dollars. (Even better is if you have a mailing list that you’re actively nurturing and marketing to.)
Finding ways to be engaging, interesting, and foster a community that exists online and off is always going to be one of the best ways to get your name and your message out there without forking over thousands of dollars. Oh, and even when you do have thousands to throw at this in the future, social media is still going to play a major role. (Sorry friends, there’s no escaping this one.) Make sure you’re focusing on putting out engaging content on Instagram, Twitter, TikTok, and Facebook. Utilize popular and niche hashtags to increase visibility and reach a broader audience. Definitely don’t forget about viral challenges or trends, especially on TikTok, to get more eyes on your release.
Partner Up with Another Emerging Band/Artist
Collaborating with another emerging band or artist in your area is a great way to combine both your followings and promote each other while also dipping your toe into a new audience you may not have reached otherwise. Reach out to them and see if they’re willing to collab on things like a joint show, sharing each others music on socials, or making videos together for Reels or TikTok. You can work together to create something unique to you both, and you’ll gain a new relationship in the industry as well as new fans.
(If you run a popular playlist or are into playlisting in general, this is a good time to offer them placement in return for their collaboration with you and vice versa if they have a playlist they can feature you on, too.)
Run a Giveaway
If you’re looking to get more engagement on socials, hosting a giveaway is a great way to do that! Whether you’ve got exclusive online content or merch you want to give away or even free tickets to your next show, there’s a lot of ways you can get your fans to meaningfully engage with your upcoming release and win something extra out of it at the same time.
Everybody loves a good contest. When you can create a little bit of suspense and competition among fans, especially when it’s for something really exclusive (like a limited run vinyl) or creates an experience (like a scavenger hunt) it gets your fans excited about you, all while bringing to light your new album/single/or just your existence as a band.
Engage with Online Music Communities
All too often artists are so involved with the mainstream social media platforms like Instagram and TikTok that they forget about the alternative music focused communities online on platforms like Reddit, SoundCloud, and more.
For example, through the hundreds of subreddits on everything from music production tips to how to grow your audience online, the community on Reddit is one of the best places for you to directly engage with a like-minded community. On Reddit, you can post your tracks for critique from the community (warning: not for the faint of heart), seek advice on promotion techniques, or look for other artists to collaborate with. Reddit’s AMA format also allows artists to host interactive Q&A sessions where fans can ask questions directly, which can help you connect with your audience, showcase your personality, and generate buzz around your upcoming music.
Set Up a Spotify Countdown Page
Countdown Pages on Spotify are the new spot for fans to pre-save your upcoming albums, preview the track list, pre-order new merch, watch video Clips you’ve shared, and see a timer count down to the moment your release goes live, all in one place.
All the effort put into building the hype for your upcoming release often doesn’t directly translate into strong week-one performance. However, with Countdown Pages, “…more than 80% of pre-savers have streamed the new release within the first week.” Plus, fans who pre-save your album on your Countdown Page will get a push notification as soon as it’s released, and your album will be automatically added to their library, making streaming faster and easier than ever for your fans. (Check out this post to learn how to set one up for your next release.)
In Conclusion…
Although you may not have the budget right now to shell out a ton of money on marketing, these are tools you should be utilizing whether you’re paying for additional marketing efforts or not. At the end of the day, there’s no such thing as doing too much when it comes to investing in yourself. There are tons of ways to promote your upcoming music without breaking the bank, and if your music is good… there’s no height you can’t reach.
Good luck!
