I used to get e-mails from Paper + Plastick Records about free downloads once a week or once a month (to be honest, I don’t remember which). While it felt a little overwhelming at times, I also found myself being informed about new bands and releases I really cared about. Bands like Flatfoot 56 and The Braces who I’d followed for years were putting out new releases and I was getting mp3s and updates pretty regularly on their new stuff. Facebook worked for this as well, but I didn’t get free music out of it!
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When it comes to promoting music online, there are far too many channels, networks, forums, platforms, apps and communities for musicians to be involved with to be present on them all.
So rather than attempt the impossible, you should focus your efforts on a handful that are likely to bare the most fruit.
How are you to know which platforms are most likely to lead to success?
While social media continues to dominate the focus of online marketing discussions, there is no question that email has, is, and will continue to be the key to success for musicians. With a strong email list and a proper email marketing strategy, comes long-term success.
Since the dawn of MySpace, musicians have been using social media marketing to generate buzz and get more fans.
And while this opportunity still exists today, the truth is that there are now more musicians, creating more content, than ever before.
Question: which is more important: Facebook or email?
Believe it or not, your email is not only more important than Facebook, but also any other social network. Email marketing has been shown to be as much as 40 times more effectivethan Facebook and Twitter combined.
So it is the most important marketing tool you have to keep in touch with your fans, and to make more money for your music career.
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(Updated January 13, 2016)