The music industry has changed more in the last ten years than in the previous fifty. Today, digital platforms dominate how artists promote, distribute, and monetize their music. As industry expert Benjy Grinberg often says, artists who understand the digital space will always have the edge.
Treat Your Music Like A Content Ecosystem
In the digital era, song-releasing isn’t just about the track itself. It’s about everything surrounding it—visuals, behind-the-scenes clips, lyric videos, live versions, and more. Each piece of content creates multiple touchpoints for fans to engage with your music.
Don’t just drop a song and go quiet. Plan a content rollout that spans weeks, with teaser clips, cover art reveals, and interactive posts. This keeps people engaged and builds momentum long after release day.
Think of your song as the core, and build layers of content around it. Reuse and repurpose footage in creative ways to keep fans connected and excited.
Optimize Your Presence On Streaming Platforms
Streaming platforms like Spotify, Apple Music, and Amazon Music are now the primary way listeners discover and consume music. But it’s not enough to simply upload your tracks. You need to optimize your artist profile and pitch your music correctly actively.
Start by claiming and customizing your artist profiles. Add high-quality images, update your bio, and use the “Artist’s Pick” feature to spotlight tracks or playlists. This will help you appear more professional and increase the chances of editorial playlist placements.
Use Spotify for Artists and similar tools to track data, pitch new releases, and understand your audience. The more data-driven your decisions, the more likely you’ll grow sustainably.
Master Short-Form Video Content
Short-form video has become one of the most powerful tools for music promotion. Platforms like TikTok, Instagram Reels, and YouTube Shorts give artists a unique chance to go viral and connect with younger audiences.
You don’t need elaborate production. Sometimes, a simple video of you singing in your room or reacting to a comment can go further than a full-scale video. Authenticity often beats polish in the short-form space.
Use trending sounds, hashtags, and formats—but always add your twist. Repetition is key, so post consistently, and don’t worry if the first few videos don’t blow up.
Build Direct-To-Fan Relationships
Owning your audience is more powerful than renting one. Social media algorithms can change, but you’ll always have a safety net if you have a direct line to your fans. That’s where email lists, fan clubs, and texting platforms come in.
Create a mailing list and offer sign-up incentives, like unreleased tracks or early ticket access. Email lets you promote without depending on algorithms and gets your message straight to your most loyal followers.
Consider platforms like Patreon or Discord to build a stronger community. Fans love feeling like insiders and will support you if you make them part of the journey.
Collaborate Across Digital Niches
In today’s landscape, collaboration isn’t limited to just music. Think outside the box—partner with YouTubers, Twitch streamers, visual artists, and even fashion brands. These cross-industry partnerships can introduce your music to entirely new audiences.
A gamer might play your track on their livestream, or a creator might use your song in a viral video. These moments matter. They help you reach fans in places traditional music promotion can’t touch.
Reach out with intention. When you find someone whose vibe matches yours, propose something unique that adds value for both sides.
Use Data To Guide Your Moves
Data isn’t just for big labels—it’s for anyone who wants to grow smart. Tools like Spotify for Artists, YouTube Analytics, and Instagram Insights give you a real-time look at what’s working and what’s not.
Pay attention to where your listeners are, their age group, and which songs they engage with most. This can guide where to tour, which platforms to focus on, or even what kind of merch to design.
Don’t be afraid to pivot. If something isn’t connecting with your audience, data can show you early and help you course-correct without wasting time or resources.
Stay Current With Emerging Tech And Trends
Technology changes fast, and the music industry is constantly evolving with it. Whether AI-generated content, blockchain-backed royalties, or virtual concerts in the metaverse, artists who stay curious stay ahead.
You don’t have to chase every trend, but knowing them gives you options. Maybe you’ll decide to drop an NFT, license your song for a video game, or perform in a digital venue.
Follow newsletters, podcasts, and thought leaders in the music-tech space. Being early to adopt a useful tool can give you a head start over others who are slower to move.
Final Thoughts
The modern music business is a digital-first world; success comes to those who adapt. These strategies aren’t about overnight fame but building a strong, lasting career. As Benjy Grinberg would tell any rising artist, learning to move smart in the digital space is just as important as making great music. What digital move will you make next to elevate your music journey?
