Learn the core principles of music marketing, audience development, positioning, and how marketing supports an artist’s overall career.

Outcome. Separate strategy from tactics, and build the funnel that every later decision in this workshop hangs from.

Marketing is information, insight and strategy. Successful artist brands have one thing in common, a clear commitment to their fans: knowing who they are, where they are, what they need, how they think, and how to earn and keep their loyalty.

Information alone is not enough. What you need is understanding of how fans behave and choose, and insight into what inspires them. Only with that clarity can you build a strategy, and strategy is the plan and the direction. Content, releases and shows are execution. Artists who start with the execution end up busy and invisible.

The funnel is how the strategy becomes measurable. Awareness at the top, then acquisition, then conversion, retention and loyalty. Acquisition is the stage most artists skip, and awareness that captures nothing is a bill you paid for a stranger to hear you once.

Every stage gets a named tactic and a measure. A funnel with no measure at each stage cannot be improved, only guessed at.

What you will produce

A written marketing strategy statement, and a completed funnel with a named tactic and a measure at every stage.