Promotional strategies for small bands

Some famous unsigned bands (at least at the time of their first couple of big hits):

Arctic Monkeys were one of the first instances of the internet playing a big part in their fame - with thousands of downloads on their mixtapes on Myspace before any magazines or mainstream websites talked about them

Radiohead

The Darkness

As indie bands do not have the financial backing of a record label, they have to be more creative to reach as large of an audience as possible. This may include some of the following strategies.


Engaging with the audience


Getting involved with social media and giving backstage access gives fans something to talk about and makes them feel more involved in the fandom.

JME - If You Don't Know (Behind the Scenes)

Get an agent

An agent will promote the band and will allow them to play at gigs they otherwise would not have since they would be taken more seriously.

Stand out from the crowd


It is more likely a publication will write about their music if it is out of their usual remit, so engaging with publications that have the same theme as the music is likely to lead to success.

Lady Gaga's meat dress worn at an awards show - much publicity followed

Piggybacking


Bands can capitalise on current crazes by covering popular songs or simply using their video as a video response on YouTube to a popular one so the people on the popular video see it.


With You - Chris Brown cover - Justin singing

Justin Bieber shot to prominence with this Chris Brown cover uploaded to YouTube back in 2008

Radio 1's Live Lounge is a compilation of only covers - giving exposure to both the performers and the original artist

Get a street team


Having people out putting up flyers outside venues where the band is playing is a good way to attract new people to the band. Current fans may be willing to do it for free.

Multitask


The band should not only be involved in the music, but also new media such as publication and podcasts to reach a wider audience and give the fans something to get engaged with.

American duo They Might Be Giants have been running a weekly podcast alongside touring for the past 4 years, gaining the band many fans in the process

An example of a collaboration podcast - a symbiotic relationship between artists and listeners

Social media


Bands can build hype online before new releases or dates to create anticipation of projects.

Kasabian's Facebook page - 1,411,719 people have subscribed to updates and news from the band