8 Promotion & Marketing Tips For An Independent Record Label in 2023

Social media has made it easier than ever, to grow a brand and get eyes (and ears) on your material.

If you have an independent record label, now is probably the best time in history to get it where you want it to be.

The trouble is, the noise on social media makes it even harder to garner attention – and only those who are creative and relentless in their efforts will create enough of a buzz to benefit their brand.

It isn’t enough to just sit on Instagram and hope people find you; it’s never going to happen. You will find that most platforms are just echo chambers, anyway.

You put stuff out there to your existing followers, and that’s it. No matter how much effort, those 11 likes aren’t gonna make your brand pop.

So, I’m going to show you how to really kill it, drive attention to your label and get your artists the recognition they deserve, with these 8 tips!

You ready?

8 Promotion & Marketing Tips For An Independent Record Label in 2023

1. Utilize Your Artists:

1. Utilize Your Artists:

One of the best ways to gain more attention for your independent label is to use your artists! Use them wherever possible (remember, the relationship should be mutually beneficial, and they are the talent.)

Have them constantly create content and show up. Content like budget music videos, behind-the-scenes footage, and social media posts – all easy to do on a smartphone.

They all need to be chopping this up and repurposing it, while sharing that content on theirs and your label’s social media platforms.

This helps not only showcase your artists and their talent but also increases your label’s brand awareness.


2. Branding Is Everything:

2. Branding Is Everything:

When it comes to advertising and marketing your independent record label, just as with any other business, branding is everything!

A powerful brand image and message will distinguish your label from the competition and makes it more memorable to potential fans.

When it comes to branding, it’s essentail to consider your label’s overall vibe, tone and feel.

This includes color palettes, fonts, the sort of material you develop, and the general message you want to express.

Keep it consistent. All of these things should work together to create a unified brand identity that reflects your label’s distinct style and personality.

In addition to visual aspects, your brand should convey a clear and consistent message about what your label stands for and what you give to your audience.

This can be done in a number of ways but most commonly, the type of aartists you signa and the music you release.

Other elements of your brand will include your values and mission, or the experience you wish to provide your audience.

Again, I can’t stress enough that your branding needs to be consistent across all of your social media platforms.

Same color schemes, fonts, and graphics- it would help by using the same graphic designer for all of your social media stuff or setting your brand defaults on Canva, so you can quickly generate material for any platform.


3. Utilize Influencer Marketing:

3. Utilize Influencer Marketing:

This probably goes without saying, as your artists should be the “influencers” who promote your label.

Influencer marketing is one of the best ways to promote your independent record label and will be for a very long time.

Influencers tend to garner large social media followings; making them the perfect resource.

However, if your artists are just starting out, consider collaborating with other influencers as thid can expose your label and roster to a new audience.

Collaboration with influencers doesn’t only mean other musicians, it can mean anybody or company that has ties with the music industry.

For instance:

  • urban music industry influencers,
  • music critics,
  • music bloggers,
  • DJs with a large fan base who can promote your label music, etc.

Try to think outside the box!


4. Collaborate with other artists and labels:

4. Collaborate with other artists and labels:

Collaborating with other artists and labels can help to expose your label to new audiences that may, in turn, become your audience!


5. Get as much free press as possible:

5. Get as much free press as possible:

There are quite a few ways you can utilize free press opportunities and increase your label’s visibility:

  1. Submit your music to online music blogs and podcasts:
    Online music blogs and podcasts are always on the lookout for new and interesting music to feature (I would know!)

    You can submit your music to these platforms and potentially get your artist’s music in front of a large and engaged audience.

    Check out our submission page, for instance – these opportunities exist all across the internet!
  2. Reach out to music journalists and music industry influencers:

    Again, music journalists and influencers such as podcasters and Youtubers are interested in hot new music and artists to promote – especially if they get to say they “discovered” them or were in the early adopters club.

    Just make sure your artists are hot, for real! Yet, in saying that, some influencers can be paid to shout you out, too, of course. The thing is, the quality of that shoutout will ultimately be determined by the quality of your stuff!
  3. Participate in music festivals and events:

    Attending music festivals and events can be a great way to get your music in front of a large and diverse audience.

    You can network with other industry professionals and potentially get your music featured on event playlists or in media coverage of the event.

6. Never forget “attention is currency”:

6. Never forget "attention is currency":

In the age of social media, attention is a valuable commodity. Don’t be afraid to put yourself and your label out there and get noticed:

Be proactive and persistent:

If you want people to hear your music, you have to actively seek them out. To do this, you can submit your music to podcasts and blogs, network with influential people in the music industry, and spread the word about your label and music via social media.

Create high-quality content:

It’s crucial to produce exceptional content that stands out from the crowd if you want to grab people’s attention and keep it.

This may involve spending money on high-quality recording equipment or professional studio time, teaming up with seasoned producers, and giving careful consideration to your artists’ overall presentation.

Engage with your audience:

To turn listeners into fans, you must establish a connection with them.

You can foster a sense of community and increase interest in your music by responding to comments, interacting with your followers on social media, and interacting with your audience at live events.

Be authentic:

Don’t be afraid to be yourself and let your personality shine through in your music and online presence because people are drawn to authenticity.

You can build a distinctive and memorable brand that connects with consumers by remaining true to who you are and what you believe in.

Host your own events!

You can even host your own events or concerts. Hosting events or concerts can be a great way to get your music in front of a live audience and create a sense of excitement and community around your label.


7. Use social media effectively:

7. Use social media effectively:

Independent artists and record labels looking to increase visibility and build a following can benefit greatly from social media.

A few pointers for effectively using social media to promote your label and its music are:

Choose the right platforms:

With so many social media platforms to choose from, it’s critical to concentrate on the ones that are most relevant to your audience and genre.

If you’re an indie rock band, for example, you might want to focus on platforms like Instagram and Twitter, whereas if you’re an electronic music producer, platforms like SoundCloud and YouTube might be more relevant.

Create a consistent brand identity:

A consistent look and feel across all of your social media platforms are essential for creating a cohesive and memorable brand.

Using the same profile picture and header image, using the same font and color scheme, and consistently posting content that aligns with your brand are all examples of this.

Engage with your followers:

Creating a strong community of fans is essential for social media success.

You can create a sense of connection and make people feel more invested in your music by regularly interacting with your followers and responding to comments and messages.

Post frequently:

It is critical to post content on a regular basis in order to keep your followers engaged. I’m talking multiple times a day, every day!

This can include information about your label and new music releases, as well as behind-the-scenes peeks into your creative process and other relevant and interesting content about the industry or genre.

Use hashtags:

Using hashtags is a great way to get your content seen by a larger audience. You can increase the chances that your posts will be seen by people who are interested in your music by using relevant and popular hashtags.


8. Be creative

8. Be creative

Thinking outside the box, or considering ideas that are outside of the usual or conventional ways of doing things, is one way to be creative.

If you’re promoting a clothing line, for example, you might consider holding a fashion show in an unusual location, such as a public park or a rooftop, rather than a traditional fashion show venue.

If you’re promoting a music label, you could create a one-of-a-kind listening experience, such as a listening party in a virtual reality environment.

It’s also critical to be willing to try new things and take risks. While it’s natural to want to play it safe and stick with what you know, taking a chance at an unconventional idea can pay off.

The more creative and innovative you are, the more likely it is that you will stand out and be noticed, which is especially important in a crowded and competitive market.