Over 120,000 songs are uploaded to Spotify every day. Most of them disappear without a trace.
But with the right promotion strategy, your music doesn’t have to.
We recently worked with an independent pop artist on her single release. Using the strategies we outline in this article, her daily Spotify streams tripled—and more importantly, those listeners kept coming back.
No label, no giant budget—just a smart, targeted approach that turned casual listeners into long-term fans.
This guide breaks down how to do the same for your next release. You’ll learn what actually works, how to avoid common mistakes, and where to focus your time to get your music heard.
Let’s dive in—and get your songs the attention they deserve.
Originally published on August 20th, 2023, this article was updated and republished on 2025.
11 Ways to Promote Your Music Effectively
Learning how to promote your music is about creating momentum—building a moment around your song that draws people in and keeps them listening.
That doesn’t happen by accident. It takes intention, timing, and strategy.
Whether you’re gearing up for your first drop or refining your process, these steps will help you approach your release like a pro—without burning out or getting lost in the noise.
Let’s break it down.
1. Schedule Your Release (and Use the Right Distributor)
Before worrying about promoting your next single, the first thing to do is to ensure the backend is handled—especially your release date.
Once you’ve uploaded your track to a distribution platform, you can set your release date in advance. This gives you time to build anticipation, pitch to playlists, and plan your promo rollout properly.
To do that, you’ll need a music distributor—a service that delivers your song to Spotify, Apple Music, TikTok, Instagram, and everywhere else your fans are.
We recommend DistroKid (note: if you sign up using this link, we may earn a small commission—at no extra cost to you).
It’s fast, affordable, and gets your music where it needs to go without any hassle.
Pro Tip: If you need help mapping it all out, grab our Music Release Planner—it covers everything from pre-release prep to post-launch strategy so nothing slips through the cracks.
2. Develop an Online Home Base
Whether you’ve already got fans or you’re gearing up to drop your first track, your online presence matters—a lot. It’s one of the first things fans, curators, and industry professionals will check when they come across your music.
At the heart of that presence? Your website.
Socials are important (and we’ll cover that), but your website is your home base. It’s where fans can sign up for your mailing list, buy merch, check out your tour dates, and explore your music without the noise of the algorithm.
But beyond that, your site shows you’re serious. If a journalist hears your track on a playlist or a booker is scouting for openers, your website is often their first stop.
You’re way more likely to land that opportunity if it’s clean, easy to navigate, and filled with the right info—your bio, press photos, contact details, and latest releases.
If you don’t have a website yet, put something up, and don’t overthink it. A single-page site with the essentials is better than nothing. Just make sure it reflects your brand and links to your artist profile.
Pro Tip: Create an Electronic Press Kit (EPK) and host it on your website. This makes it easier for music industry folks to find the details they need to book you, promote your show, or write about you.
3. Plan Your Release Strategy
When you’ve got a track you’re proud of, it’s tempting to release it, like, yesterday. But if you want that momentum to last longer than a weekend, you need a plan.
Start thinking beyond the single. Once it drops, then what? When’s the next release? What’s the story you’re telling over the next few months?
One song—even a great one—isn’t enough to build a fanbase. It might get you a few more followers on Spotify or some playlist love, but staying in your listeners’ heads requires consistency. Ideally, you’re putting out something new every 4–8 weeks.
If that pace feels tough financially or creatively, don’t worry—you’ve got options. You could:
- Drop a remix, an acoustic version, or a live session of the original
- Collaborate with a producer and hop on a feature.
Both keep your name out there without draining your energy or your budget.
Got an album ready to go? Don’t release it all at once. Use a waterfall strategy—roll out one track at a time. Each release builds anticipation, gives you more content to promote, and gives fans time to connect with your sound.
This is exactly how we approached things with my band, Dwellings. We didn’t just record a song and hit publish. We made sure we had multiple songs ready and then rolled them out every few weeks.
That kept us in listeners’ feeds—and their heads. It’s also how simpl. was born: from a desire to help more artists build momentum, the smart way.
Because in the end, that’s what builds careers: not one viral moment, but consistent, intentional growth.
4. Show Up Consistently on Social Media
It’s an unfortunate truth, but being an artist today means you’re also a content creator. If you’re still saying, “I hate social media; I just want to make music,” it’s time for a mindset shift.
This doesn’t mean selling out or becoming a TikTok influencer. It means promoting your music on social media to reach people, grow your fanbase, and build something sustainable.
In this sense, musicians aren’t that different from vloggers, streamers, or podcasters anymore. Everyone’s creating content. And if you’re not? You’re invisible.
One of the biggest mistakes we see? Only posting when a release is coming. That’s not enough. You’ve got to show up between drops—sharing your process, your personality, your story.
The sweet spot? Aim for 3–5 organic posts a week. It doesn’t have to be complicated. Share a voice memo, talk about your writing process, post a rehearsal clip, or just show what your life looks like behind the scenes.
Social media isn’t a side task—it’s your direct line to fans. Consistency is what turns followers into real supporters.
5. Create Content People Want to Watch
If you’re wondering what to post—especially when you’re not actively releasing music—the answer is simpler than you think. Fans want to see you. Your music, your life, your process. The real stuff.
The key is consistency and authenticity. You don’t need to reinvent the wheel. Just create content that feels natural, reflects who you are, and keeps people connected between releases.
Here are some solid content ideas to keep your socials active:
- Show what you’re into. Share interests outside of music—fashion, food, gaming, whatever makes you you. It makes your brand feel human and relatable.
- Promote visually. If you’ve got a music video, repurpose it. Cut 10–15 second clips for Reels, TikTok, and Shorts that point fans to the full version on YouTube.
- Cover songs. Put your own spin on a track you love. It introduces your sound to new listeners—and gives fans more content to connect with.
- Teach and share. Break down your songwriting or production process. Fans love behind-the-scenes moments that show how the magic happens.
- Hop on trends (selectively). If a challenge or sound fits your vibe, jump in. It’s a quick way to get exposure while staying on brand.
If you’re still unsure how to start—or just want a proven framework—check out our step-by-step Notion guide. It walks you through exactly how to:
- Capture content quickly in 3 unique settings
- Batch film and edit with CapCut
- Turn one session into 12+ high-quality clips with lyrics and hooks
It’s the same system we use with artists every day, and it’s designed to be easy, repeatable, and scalable—even if you’re not a content expert.
This system helps you post regularly without burnout, stay top-of-mind between releases, and grow your fanbase with content that actually connects.
6. Engage with Your Audience Online
Most artists are focused on the wrong things when releasing music.
They’re chasing virality. Submitting to every Spotify playlist they can find. Obsessing over numbers. And while those things can help, they’re not what actually builds a career.
Because people don’t follow songs—they follow people.
An artist with 10,000 real fans will go further than someone with 100,000 passive listeners who only found them on a playlist and never came back.
That’s why building real connection is everything. A strong community isn’t just a nice-to-have—it’s the foundation for a sustainable career. Here’s how to start building one:
- Talk with your fans, not at them. Use social media to have actual conversations—not just to announce stuff. Reply to DMs, respond to comments, and treat your posts like a backstage pass, not a press release.
- Let people in. Your feed shouldn’t be just clips, selfies, and “link in bio.” Fans want to feel something. Share your writing process. Talk about the highs and lows. Show them the real life behind the music—it makes everything you release hit harder.
- Make content that creates connection. Before your next release, tell the story behind the song. What inspired it? Why does it matter to you? Vulnerable, honest content makes people care—and when they care, they stick around.
Because when someone feels connected to you, they won’t just stream your next release—they’ll show up for it.
7. Show Your Fans Love
As your music gains traction and your follower count grows, don’t fall into the trap of thinking of fans as numbers on a screen.
Sure, there might be the occasional bot—but most of those people followed you for a reason. They heard your music, connected with it, and want to be part of what you’re building.
Showing appreciation isn’t just a nice gesture—it’s one of the best ways to turn casual fans into loyal supporters who stick around for the long haul.
Here are a few ways to give back and keep your community engaged:
- Pre-save rewards. Give fans a reason to support early. Offer a bonus for pre-saving your next release—like access to unreleased demos, discount codes for merch, or early entry to your next show.
- Contests and giveaways. Run simple “repost to enter” giveaways for signed merch, free tickets, or exclusive content. It’s a win-win: fans feel valued, and you get your music in front of new people.
- Personal shoutouts. Send a quick video message or email to a top fan who’s always in your comments or sharing your songs. That one-on-one connection goes a long way.
- Reshare fan content. When someone tags you in a video or story, repost it. Fans love feeling seen—and it encourages more people to engage next time.
At the end of the day, building a fanbase isn’t just about promotion. It’s about community. And the artists who take care of their fans are the ones who last.
8. Collaborate with Other Musicians (They’re Not Your Competition)
Engaging with fans is essential—but don’t sleep on connecting with other artists.
Too many musicians treat their peers like competition. In reality, they’re some of your best allies. When you support each other, you both grow.
Start by finding artists in your genre or scene who make music you genuinely like. Share their releases on your socials. Shout them out when they drop something new. It’s simple, but it works—you’re introducing your audience to music they’ll probably enjoy, and you’ll likely get the same support in return.
Just make sure there’s a good sonic match. If your fans are here for introspective indie vibes, they might not gel with a hardcore band. Stay in the same general lane.
As those connections get stronger, take it further: Collab on a track. Feature on each other’s songs. Co-headline a show. These moves can open you up to entirely new pockets of listeners—people who are way more likely to stick around because they already trust the artist you’re working with.
In a saturated market, community wins. And collaboration is how you build it.
9. Make Your Merch Matter
Merch isn’t just a side hustle—it’s a powerful way to deepen fan loyalty and promote your music. But it only works if you do it right.
Too many artists drop merch with zero buildup, generic designs, and no clear story behind it. The result? Crickets.
If you want your merch to actually move, you need to create something fans want—not just something you think you should sell. That starts with building hype before launch. Tease designs, show sneak peeks, and let fans know something special is coming.
And make it feel exclusive. Limited-edition runs create urgency and give fans a reason to act fast. Scarcity works—just ask Supreme or any other streetwear brand.
Design matters, too. Unless you’ve got real design chops, don’t DIY it. Work with a designer who understands your vibe and can create pieces that look and feel like you. This isn’t just about slapping your logo on a T-shirt—it’s about creating something people actually want to wear.
And finally, wrap it all in a story. Connect the merch to your music. Tie it to a lyric, a release, or a moment. That emotional layer makes it personal—and that’s what turns a casual listener into a dedicated fan.
And to really top it off—reward your biggest supporters with early access. It builds community and gives them a reason to stick around for the long haul.
10. Perform Live (Once the Time Is Right)
Streaming numbers are important—but real fan connection starts online.
Before hitting the stage, build your digital presence. Show up consistently on socials. Share your music, your process, and your personality. That foundation will make your live shows more impactful.
Once you have a few releases out and some online momentum, it’s time to take it offline.
Start small. Open mics, house shows, cafes—anywhere people will listen. These early gigs help you test material, build confidence, and start creating real-world connections.
When the timing feels right, reach out to other cities’ venues. Offer to open for artists in your scene. Each show you book is a chance to grow your network and expand your audience.
Pro Tip: Use every show to drive digital follow-up. Mention your social handles, ask fans to join your email list, and remind them to stream your latest track. One show can spark a hundred online connections—if you ask.
Touring is rewarding, but it’s not the first step. Nail your digital game, then take it live.
11. Run Paid Ads to Build Momentum
Organic reach is powerful, but if you want to speed things up, paid promotion can give your release a serious boost.
Even a small budget can drive real results. We’ve seen it firsthand: tripled our clients’ daily streams and built long-term momentum using vertical video content campaigns—all without going viral or spending thousands.
Here’s the key: treat ads like a tool to amplify what’s already working. This is how to dip your toe into paid ads:
- Start with a strong piece of content—something fans already engage with—and test it as an ad.
- This could be a video of telling a story behind a song or singing a chorus that you know gets good traction.
- Focus on high-performing placements like Instagram Stories, Reels, and TikTok-style video formats.
- Test with a small budget to see if it gets results.
- Don’t give up if your first ad is a flop–test until you land on an ad that gets engagement.
Paid campaigns aren’t a silver bullet, but are a powerful part of a broader release strategy. When paired with consistent organic content and a solid rollout plan, they can help you reach new fans faster—and turn passive listeners into real supporters.
Pro Tip: Keep your targeting tight. Start with audiences based on your current listeners or people who follow artists with a similar sound. Then test different creatives to see what converts best—your performance clips, lyrics on screen, fan reactions, or even behind-the-scenes footage.
The Best Places to Promote Music Online
There’s no shortage of platforms out there—but not all of them work the same way. Here’s a breakdown of the top places to promote your music online and how to use each one without spreading yourself too thin.
Spotify
Spotify is still the king of streaming—and with a distributor like DistroKid, your tracks will land there automatically.
Spotify playlist pitching is worth your time, but don’t obsess over it. Focus on finding curators who actually align with your sound. One quality placement can do more than blasting a hundred cold emails.
Youtube
If you have long-form video content, YouTube is undoubtedly the best place to host it. Music videos, lyric videos, live performances, or behind-the-scenes footage all work well.
Make sure your audio and visuals are on point and high quality—YouTube’s algorithm doesn’t mess around. If your content looks or sounds low-effort, it’ll get buried fast and stay there. Quality matters.
Reddit is one of the best places to promote your music with no money—if you play it right. Join subreddits that match your genre, contribute regularly, and actually be part of the community.
Then, when it’s time to share your track, it won’t feel like spam—it’ll feel like a member showing up with something dope.
Instagram is still one of the most powerful platforms for musicians. Use Reels, Stories, and Carousels to tease releases, show your process, or just share your day-to-day life.
Posting consistently—even between drops—is key to staying in the algorithm (and on your fans’ minds).
TikTok
TikTok isn’t just for trends and silly dances. Use it to tell the stories behind your songs, showcase your creative process, or react to music you love.
Authenticity wins here. If you’re awkward on camera, lean into it. That’s what fans connect with.
Snapchat
Snapchat is like Instagram but more casual—think of it as the “inner circle” vibe. Show day-in-the-life moments, previews of new tracks, or quick updates that make fans feel like they’re in on something exclusive.
Discord
Discord is perfect for building a tight-knit fan community. Create your own server and set up channels for music drops, general chat, hobbies, or memes.
You don’t need a massive following to make this work—just a few loyal fans who want a space to connect.
Twitch
Twitch isn’t just for gamers anymore. Use it to livestream songwriting sessions, hold Q&As, or host listening parties.
It’s a great way to build a real-time connection—and show fans the raw, unfiltered side of your creative process.
Promoting Music Yourself Can Be Difficult. Let’s Make It simpl.
As a musician, learning how to promote your music isn’t easy. I know because I’ve been there. You’re juggling platforms, creating content, and trying to stay creative through it all. It’s a lot.
That’s where simpl. comes in.
At simpl., we help independent artists cut through the noise with custom strategies that actually work.
Whether you’re releasing your first single or building momentum after a few drops, we’ll help you reach the right audience, grow your fanbase, and turn listeners into long-term supporters.
Ready to make a plan that fits your music and your goals?
Then enter your details below, and let’s grow your fanbase together.
