The first thing you have to think about when putting together your marketing plan is this:
- What is your core goal?
It’s essential that the most successful and long-lasting campaigns start locally and build globally, and that no matter how grand the overall goal is, it makes sense for all artists to attack this goal on a per-project basis. A typical music marketing plan looks at the lifecycle of one record (which could end up being more than a year of well-performing release).
For traditional record labels, the goal was easy: sell records. Labels have the infrastructure in place (distribution and marketing, mostly) to replicate past marketing plans with slight adjustments based on the individual characteristics and existing fan base of the particular band they are working with.
Independent artists that do not have a label’s built-in promotion and distribution mechanisms must be more detailed with their plans. For example, the core goal of using their new release to expand their fan base. A band that was formerly signed to a label might be interested in tapping into the national or international marketing inroads that their former label made.
This plan might have the goal of connecting with past supporters of the band to sell an independent release. It’s essential to have a long-term vision in terms of creating a working marketing plan, you need to consider the stage you are at in your career and be realistic about what is possible for you.