Independent record labels operate differently than larger major record labels. This gives indie labels complete freedom in selecting, developing and promoting artists based on what a niche customer group wants to hear, rather than developing music for the masses. Marketing plans for indie labels are closer to the ground than major labels, relying on face-to-face contact at live music events to spreading the word about new artists in a grassroots way.
The music industry is no different from any other business in some respects. It requires a strategic marketing plan to consistently sale music and gain opportunities for their new artists. The important element here is to build momentum. Marketing for emerging talent should encompass everything from publishing to managing social media feeds to partnering with brands to coaching them on how to act during television appearances.
Truly defining your brand is a critical first step in developing a strategic marketing plan. The goal is to drive customer loyalty all while balancing specificity, focus and differentiation with the ability for expansion. Setting goals for brand marketing involves identifying what the company desires to be known for, and then developing a consistent message across multiple advertising channels.