If there’s anything this new generation of artists has brought to light it is that there is a ton of untapped and undiscovered talent in Africa. A lot of these young talents are independent or struggling to be heard which keeps them unmotivated or buried.
Quite a number of good music get released independently or even through small management companies, but fail to reach the desired audience, keeping these artistes and their music hidden from the majority of listeners.
Artistes are part of the few people on the planet who make the world sane on crazy days.
My little experience has shown me that making the music is seemingly the easier part of the process. Just like any business or industry, the manufacturing (process of making music) is less tasking than the branding, marketing and sales. Unless of course you’re one of the “one hit wonders”. Let’s not mention names.
Now that you’ve successfully created a masterpiece product, what guarantees its purchase, consumption and continuous demand? Absence of funds for promotion is an obvious obstacle, but as the popular saying goes, “if there’s a will, there’s a way.”
Here are few tips I’ve gathered over time which every good music needs after release:
Push your music beyond limits.
This is a part of the broad marketing strategy every artiste needs to get their song across. You cannot afford to release a song and sit back expecting the song to “make waves” all by itself, even if you already have an audience. As an artiste, you need to be actively involved in the marketing of your product as such that your prospective listeners see a sense of confidence which ultimately builds an interest to give a listen.
Take advantage of every opportunity to share your music across several social media platforms, however avoid spam links as it automatically discourages most people from even checking out your song or clicking the link.
Create and share content tailored to drive your music.
It’s one thing to release music and/or video and promote via sponsored posts on Instagram or twitter; it can be seen by a lot of people, but it’s just another song out there to a lot of those people. Most times, the funny, interesting, or simply relatable clip or content you share using your song gives the individual scrolling through their timeline a reason to checkout your song.
It’s not enough to post videos of girls and boys ‘vibing’ to your song. There are apps such as tiktok, triller and video leap amongst others you can use to create interesting content to drive our song. big ups Blaqbonez, Brainee and Yusufkanbai. I admire their relentless content creation drive.
Grow and own your fan base.
A key component of every artistes growth and success is a solid fan base. haywenzo. Emphasized it in his article — An active fanbase is the best support system for an artist.
It is very important to identify and understand your target audience when making and sharing music so as to carry along your listeners, making them feel part of your story or journey as an artiste. When you understand the kind of people that your music attracts, you’ll be able to satisfy them with subsequent releases which they would subconsciously preach, thereby putting your music to someone who previously knew little or nothing about you or your sound.
Even the biggest of musicians in the industry find time to read feedbacks and interact with their listeners. You cannot avoid it. The little likes and replies, build up engagement online which in turn sets a foundation for your conversion chain of (listener -> fan -> stan).
Be consistent with your materials.
You need to understand that new music from tons of artistes around the world gets released as often as on a biweekly basis. Your song can easily fade away when new music from another artiste drops few weeks after yours. Keeping your song in the ears and minds of the public is essential to your general relevance as an artiste.
Don’t get it twisted. You don’t have to release new music every month. The idea is to be consistent with musically inclined material. It encompasses live or pre-recorded studio recordings, behind the scenes of photo and video shoots, skits, pictures, media rounds, performances, milestones, and lots more. Mayorkun and Teni are good examples of material consistency.
You do not want to be that artiste who is only relevant when someone tweets “where is (insert name of artiste)”.
It’s time to take your music more seriously. You deserve to Ben heard.