Which social channel is right for your music?

I write about music marketing via my weekly newsletter, Deep Cuts [Subscribe]. Get daily tips on Instagram @deepcuts.co.

Social media is a part of the job of being an artist. Since we’re all at home, the internet is the primary connection point between artists and their fans — and social media is the intermediary.

This can be powerful for audience growth however, it’s taxing on the artist.

If you’re just one person it doesn’t seem like there’s enough hours in the day to be an artist and entertainer on social media. If you’re working in the studio all day then turning around to make a bunch of memes is not how most think about decompressing.

Unfortunately, social media comes with the job of being an artist.

If you’re wondering how to juggle it all, know these 2 things:

  1. You do not need to be on every platform all the time. Quality and consistency of content will put you on a growth trajectory faster than trying to be on every channel all the time. Focus on one channel, master it then move on to the next channel if/when your resources allow
  2. Carefully consider your focus channel. Do not choose the platform that everyone else is doing, make sure you pick the channel that can support your goals.

How to choose the right social channel for your music:

The best social channel will be the bullseye between:

Where your audience is. This can be your existing audience or a new target audience you wish to expand to

Influence of the channel within the specific subculture your music exists in. Electronic music works better on Twitch than say, rock. More than half of all trending music on TikTok in 2020 was Hip-Hop. The type of music you make will impact which channel is best for you.

Your resources and the connection with your artistic preferences will influence how you set yourself up for success. How you can execute longform vs. shortform video, images, words and audio are all careful considerations. As is your commitment to posting frequency.

There is a lot of strategy that goes into choosing the best social media channel for your music project.

When I start working with new clients, I can pinpoint exactly which channel is the best opportunity for them in 12 questions. This information unlocks so much value for them because it:

  • Makes the workload more manageable
  • Focuses efforts in content creation. You don’t feel like you’re just making stuff for the hell of it.
  • Gives you confidence knowing you’re on the fastest track to audience growth

I’ve created a diagnostic tool “Deep Cuts Diagnosis” based on more than 100 record campaigns I’ve worked on, as well as industry reports, and public user data. Take the test to find out yourself.

Find out which social media channel is best for your music.



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Amber Horsburgh

Amber Horsburgh

Music marketing consultant. Downtown Records & Big Spaceship alumni. Writes about music, strategy and feels at Deep Cuts http://bit.ly/2yphFYx