Jazz Jackson: Can Your Song Release Really Succeed WITHOUT a Digital Marketing Strategy
Education
Introduction
In the ever-evolving landscape of the music industry, the distinction between social media marketing and a comprehensive digital marketing strategy can significantly impact an artist's success. Many artists mistakenly believe that simply posting on social media will suffice to reach their audience. In reality, a well-rounded digital marketing strategy includes various elements such as email marketing, text message campaigns, influencer engagement, and community building to effectively reach and nurture fans.
As Jazz Jackson, CEO of Unearthly Studios and a digital strategist, aptly points out, relying solely on social media algorithms can limit the reach of your message. For instance, only 10–20% of your followers typically see any given post, which highlights the importance of owning your data. By creating channels such as email lists or SMS marketing, artists can communicate directly with their fans without relying on social media platforms.
Bringing an artist's dreams to life involves the collaboration of various professionals, including producers, engineers, managers, and A&R representatives. However, one often-overlooked role is that of the digital strategist, who maps out a campaign that encompasses all digital platforms, such as social media, email, SMS, influencers, and press releases. This holistic approach to marketing is essential for launching singles or EPs successfully.
In a recent discussion, Jazz emphasized the importance of building a community of 'super fans'—those individuals who will become your future customers. By investing time and resources into this core group, artists can foster loyalty and engagement, leading to a sustainable career in the music industry.
The essence of digital strategy combines various elements that enhance the fan experience. While social media amplifies creativity, digital strategy also includes newsletters, blog content, affiliate marketing, and community engagement through platforms like Discord. It is essential for artists to extend their presence beyond social media to create cohesive experiences for their fans—from their website to their direct communication channels.
Moreover, authenticity plays a critical role in engaging fans. When artists communicate with their fans as if they are talking to friends—by sending personalized messages or voice notes—they foster deeper connections. Jazz argues that it’s not just about the music, but about the overall experience that artists create for their listeners.
When the time comes for an album or song release, making a 'big splash' in various ways—such as guerrilla marketing tactics—can be incredibly effective. Jazz shared examples of how simple yet creative activations, such as small street team campaigns, can create buzz around a new release. The focus should be on tailoring experiences that make fans feel valued, memorable, and engaged.
Despite the challenges of managing various marketing channels, Jazz encourages artists to take a phased approach to their strategy. For instance, starting with a solid email list can be instrumental, followed by incorporating SMS marketing and other platforms over time.
Ultimately, the legacy that Jazz aims to leave behind is one that empowers artists to achieve their full potential through purposeful and impactful marketing strategies. By building authentic relationships and maintaining community engagement, artists can navigate the complexities of the music industry and flourish in their careers.
Keyword
- Digital Marketing Strategy
- Social Media Marketing
- Audience Engagement
- Community Building
- Super Fans
- Guerrilla Marketing
- Authenticity
- SMS Marketing
- Email Marketing
- Influencer Engagement
FAQ
1. What is the difference between social media marketing and digital marketing?
Social media marketing focuses on promoting content through social media platforms. In contrast, digital marketing encompasses a broader range of channels, including email, SMS, blogs, and other forms of online communication.
2. Why is building a community of super fans important for artists?
Investing in a community of super fans fosters loyalty and engagement. They are more likely to support the artist through purchases and promotion, leading to sustainable careers.
3. How can artists communicate with their fans effectively?
Artists can engage with fans by sending personalized messages, voice notes, and utilizing SMS marketing to create a direct line of communication.
4. What are some guerrilla marketing tactics that artists can use?
Guerrilla marketing tactics include creative street team campaigns, art displays, or in-person events that draw attention and create buzz around a new release.
5. How can artists start building their digital marketing strategy?
Artists should begin by developing an email list, then gradually incorporate other digital channels like SMS and social media while maintaining consistent engagement with their audience.