And the One Move That Changes Everything
The truth is, most musicians today aren’t just competing against each other—they’re competing against the entire internet. Streaming platforms, social media algorithms, and endless distractions make it harder than ever to stand out. But here’s the thing: while so many musicians are failing to gain traction online, it’s not because their music isn’t good enough—it’s because they’re missing one crucial move.
If you’ve been struggling to build an audience or turn your followers into fans, this post is for you.
Why Most Musicians Struggle Online
- They Rely Solely on Platforms Like Spotify
Streaming platforms are great for distributing your music, but they don’t help you build a real connection with your fans. Spotify isn’t going to email your listeners when you drop a new song, and playlists alone won’t sustain a career. Too many musicians rely on platforms they don’t control, leaving their success at the mercy of algorithms. - They Don’t Understand Digital Marketing
It’s not enough to post on social media and hope your audience grows. Without a strategy, most posts disappear into the endless scroll. Many musicians fail because they don’t know how to market themselves effectively—how to turn casual listeners into loyal fans who show up, stream, and buy. - They’re Not Building a Fan Community
Fans want to feel connected. They want to be part of something bigger than just a playlist. Musicians who don’t actively engage their audience—through emails, live interactions, or exclusive content—lose the chance to build a dedicated community. - They’re Chasing Trends Instead of Being Authentic
It’s tempting to follow the latest TikTok dance trend or jump on a viral moment, but fans see through inauthenticity. When you chase trends, you risk losing what makes you unique.
The One Move That Changes Everything: OWN YOUR AUDIENCE
The most powerful move you can make as a musician is to stop relying on platforms you don’t control and start owning your audience. That means creating a direct line of communication with your fans—outside of social media or streaming platforms. Here’s how you can make it happen:
1. Build an Email List
If you’re not collecting emails, you’re missing out. Email marketing might sound old-school, but it’s still one of the most effective ways to connect with your audience directly. Unlike social media, where your posts might not even be seen, emails land right in your fans’ inboxes. Share exclusive updates, behind-the-scenes stories, or early access to your music.
Pro Tip: Offer something valuable, like a free track or an exclusive video, in exchange for fans signing up for your email list.
2. Leverage Your Social Media Strategically
Social media isn’t going anywhere, but you need to use it as a tool to drive people to platforms you own. Post content that teases your email list or encourages fans to visit your website. Create posts that spark curiosity, and always include a clear call to action.
3. Create a Fan-Centric Hub
Whether it’s a website, a private Facebook group, or even a subscription platform, give your fans a space to connect with you directly. This is where you can share exclusive content, run live Q&As, and truly build a community that feels connected to your journey.
Why This Works
When you own your audience, you’re no longer at the mercy of algorithms or platform policies. You can reach your fans whenever you want, build stronger connections, and monetize your music more effectively. Think about it: who’s more likely to buy your merch or come to your shows? A casual listener on Spotify or someone who’s been getting exclusive updates from you every week?
By owning your audience, you’re building a foundation for long-term success—one that isn’t dependent on the ever-changing rules of social media or streaming services.
Take Action Today
If you’ve been feeling stuck or frustrated with your online growth, this is your sign to make a change. Start small: set up an email list, create a lead magnet (like a free track or a behind-the-scenes video), and start driving your social media followers to your own platform.
It’s not about working harder—it’s about working smarter. When you make the move to own your audience, you’re not just gaining fans—you’re building relationships that last.
Are you ready to stop struggling online and start thriving? The time to act is now.
Take my free quiz, “Is Your Music Career Digital-Ready?”, and let’s find out where you stand in today’s ever-changing digital music scene. In just a few quick questions, you’ll uncover your strengths, pinpoint areas for improvement, and get insights to help you level up your presence in the digital world.