“Independence” implies a sense of autonomy, and for an artist, it can mean creative freedom: to find themselves express their inner thoughts in the most uninhibited fashion. Something to think about is why be inhibited about getting your music heard? While it can get competitive for emerging artists who want to get their music out, guerilla marketing for independent artists can stand out. It’s an approach that you can align your values with whilst being just as quirky as your vivid imagination.
The central objective behind carrying out a guerilla marketing activity is to obtain a sense of visibility for you as an artist, but what’s unique about it is that it’s cost-effective and highly impactful. While a strong online presence is essential, what’s also equally important is how you shape your presence offline, and that’s where your DIY ethos will come into play. As consumers, we have an eye for things that look and feel different, so the curiosity and sense of mysticism that comes with guerilla marketing stands out. To top it over, it is also a sign of effort made on your part that agents and promoters will most definitely notice.
Guerilla marketing has its traditional footings in doing things in the most unperturbed fashion, where the simplest of music promotion chores can have a quirky spin to them: imagine, for example, giving out your band stickers with a limited download code for your music online. These marketing collaterals act as great talking points within your community where you are instrumental in encouraging people to create a buzz around your music. One of the many advantages of this is that all the activities you carry in a fully offline space will lead to will make their way online through word of mouth. The next time you are dropping a new song or an album, go the guerilla way, make that personal connection with your fans. Those types of kinships that you establish early on for you and your music go a long way!
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I'm a music business professional with an innate interest for music and subcultures! Nothing brings me more joy than to hear about people's newest music obsession, I can tell you I am currently digging a lot of OK Go.
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