So you've poured your heart and soul into a track. You wrote the lyrics while staying in an ashram in India, came up with the chords on a family heirloom guitar, recorded the whole thing in a cabin in the woods and put every fibre of your being into this one outstandingly beautiful piece of art. You decide, after years of writing, that you're going to release this magnum opus into the world.
And no one cares.
It's not a good feeling. Your hopes and dreams of overnight viral success have been broken, and you're left wondering if any of this is even worth it. Perhaps your music just doesn't have what it takes.
In reality, though, your music probably is as good as you think it is. You just need to work on your music promotion strategy.
At Decent, we can help you reach the next stage in your music career through playlisting, ads and radio plugging, but if you're just getting started, here are a few tips on how to get people to care about your music.
Stop Thinking Good Music Is Enough
Ok, prepare yourself. This one might sting a little...
Creating amazing music is the bare minimum.
If you're an artist, you're expected to know how to create good music. Just like if you're a hairdresser you're expected to understand how to use a pair of scissors. Successful artists find ways to connect with their audience. If you are just dropping links and saying "Check out my new song," without context, you're wasting your time. What makes you stand out? What's your story? Why should people listen?
If you're not sure what makes you stand out, spend some time developing a clear artist identity. If this is something totally new to you, get in touch to find out how we can help you define who you are as an artist.
Fans Are Worth More Than Streams
We often talk about the importance of playlist placements and Spotify streams, but the truth is that this means nothing if no one knows who you are. Organic engagement with real people is the most important thing for a musician.
Find out where your audience hangs out (Instagram, TikTok, Reddit, Discord, etc.) If you're yet to build an audience, test the waters on a few different platforms and see what sticks.
Check out our recent post about "Ulterior Motives"; a piece of lost media that became viral on Reddit. Music doesn't often get much traction on Reddit (compared to other platforms), however, due to this particular track's sense of mystery and intrigue, the r/lostmedia SubReddit lost their minds over it. Consider all avenues when looking for your audience.
Promoting yourself online can often feel superficial, so it's imperative that you remain authentic to ensure your music gets to the right ears. You already have potential super-fans, you just need to find where they are.
Don't Rely on Just One Platform
Focusing your attention on whichever platform your content performs best on is a powerful strategy, however, you should still cross-post across platforms. Not only does this open you up for more engagement, but it's a safe bet in case the platform you post on changes its algorithm (or dies). Diversify your presence across multiple platforms, Use metrics to discover which work and spend more time on those without shunning others.
We get it; this can be draining. So if you're feeling like this is simply too much work, at the bare minimum you should regularly use:
One platform to directly reach fans (email lists, Discord, Patreon).
One platform to post your content to reach potential new fans (Facebook, Instagram, Bluesky).
Maintaining an online presence can be difficult, especially when multiple platforms are being used. Get in touch if you're struggling and find out how we can help you boost your following on social media to take off some of the pressure.
Make it Easy For Yourself – Repurpose Content
Coming up with new content ideas can be exhausting and frustrating. Here's a tip that'll help you through: repurpose.
One piece of content can be broken down and repurposed in multiple ways. Here's an example of how to make the most out of a 5-song live studio set by repurposing:
Upload the full video to YouTube.
Upload each individual song to YouTube.
Crop one (or more) 30-second clip from each song and upload it as short-form content (YT shorts, Facebook/Instagram stories).
Release the audio from the live set as a Spotify album.
Ensure each piece of content links back to your online store, or Spotify profile to ensure more album sales or streams.
From one live set, you have a wealth of content to work with to promote your music. From there, you can begin looking into Meta ads to promote your music even further. Get in touch and find out more about our ads services and how we can boost your fan base.
Get Comfortable With Music Promotion & Marketing
Too many artists think promoting their music is “cringe” or “selling out.” But the harsh truth is that if no one hears your music, it doesn’t exist. Marketing doesn’t mean being fake. It means finding creative ways to share your work without being annoying.
Some post ideas:
Post behind-the-scenes content, not just final releases.
Share the process, struggles, and inspirations behind your music.
Make people feel like they’re part of your journey.
Be Consistent and Don't Give Up
One release isn’t going to change your life overnight. The artists who succeed are the ones who keep showing up, release after release, post after post, gig after gig. Posting on socials is probably not what you envisioned being an artist would be like when you first started making music, but it allows you to progress as an artist. Create a realistic release schedule and stick to it.
Give People a Reason to Care
The hard truth is that making great music is just the beginning. If you want people to care, you need to show them why they should. That means defining your identity, building real connections, and consistently putting yourself out there in a way that feels authentic.
Music promotion isn’t selling out – it’s giving your art the chance to be heard. The artists who succeed aren’t necessarily the most talented; they’re the ones who refuse to give up.
Need Help?
Feeling overwhelmed? You don’t have to do it alone. At Decent, we specialise in getting your music to the right ears. Get in touch, and let’s take your music to the next level.
Comments