A solid foundation is essential for generating press and increasing your fan base. However, a little bit of non-traditional trimming can make your band stand out from the rest. You don’t need to make it look forced or rushed. Trust your instincts, and you’ll discover there are many ways to filter in promotional elements that feel natural and appropriate, regardless of whether they’re silly or serious.
For inspiration, take a look at these five examples of unconventional marketing to help you improve your strategy. You can come up with something completely new and unique for your band by using creative thinking.
1. Give some thought to your album release day
White Mystery, a brother-sister garage rock duo from Chicago, has built a loyal following thanks to their self-booked touring (about ten months out of each year), a consistent social media presence, their regularly delivered newsletter, unexpected extras such as a full-length film and perfectly fitting brand pairings like Levi’s or Daredevil Pedals. Alex White is the leader of all things, but she also works with her mother Francis and a group of enthusiastic interns. This band is the perfect example of DIY.
Alex and company seem to think of everything in marketing. Every move they make has purpose and intent. That includes the release date of their albums. This is their eighth studio album. They’ll release it on April 20, which creates a predictable schedule and strengthens ties with a small group of rock ‘n roll-loving herbal enthusiasts who appreciate the timing. White Mystery has an unofficial holiday that works well for them.
2. Get outside-the-box merchandise
A unique item in your merch collection can help you increase sales and earn you press. These 7 examples are just a few. You can make the item personal and thoughtful, such as a handcrafted mug. Or you can make it practical for your fan base, such as these skateboards or these individually decorated cassette players. Daft Punk released their own condoms and action figures once.
The marketing push to strike that connection with your fans, is just as important.
3. You can take the corresponding visuals to new heights
Everyone makes videos. But what about movies? While making cinema out of your music may not be for everyone, it can be a powerful way to communicate the whole meaning of your message or explore other understandings.
This route has been taken by artists and bands of all levels. This route has been taken by artists and bands of all levels. The 47-minute Odyssey was created by Florence and the Machine in 2015. Daughter, a London-based band, debuted a three part short with their second album in 2015. And, of course, White Mystery’s wonderfully wacky full length film That Was Awesome .
An additional bonus: You can target press from blogs and websites that cover film or the intersection between film and music.
4. Appeal to your fans’ taste buds
They have worked with breweries in order to create their signature craft creations. Bands have also been able to get early access to albums by purchasing limited-edition booze.
These types of partnerships might seem only for bands or artists who are already well-known, but there are many other options. One option is to partner with a local chef to create a one-night-only menu that is influenced by your music. It would be memorable for your fans and a chance to make new friends.
5. Your fans should have greater influence over a project.
You can let the listener drive the music, but you should not make it too difficult for them. It’s more community-building than sales-driven marketing to ask fans to vote on certain aspects, such as the next single or setlist.
We love Little Tybee’s #TybeeRadio initiative. Seven old-school transistor radios that were wired to play their songs were sent around the globe to friends and family over the course a year. Each participant recorded a radio at a different place, and the footage was then combined into a striking, beautiful, and touching video that was released last fall. It’s quite amazing.