Playlisting is NOT a Marketing Strategy

As we've worked with over 200 Christian artists striving to expand their audience and share their message, we've noticed some common misunderstandings around effective marketing strategies. Often, artists assume streaming numbers are the sole metric of their success. While it's true that streams help gauge resonance, hyper-focusing on playlists overlooks community-building's vital role in your longevity as an artist. 

Rather than viewing your artistry as just music, focus on building a community. Even artists who have a hit song need help to retain that momentum with future releases. So, instead of reducing your artistry to individual releases, cultivate an engaged fanbase to partner with you, no matter what season of your artistry you're in. 

Here are some tips to help you hone in on building community:

1. Use platforms you control; don't let algorithms dictate your strategy.

Algorithms are constantly evolving, making consistent fan outreach difficult without direct communication. Instead of solely relying on borrowed real estate (Instagram, YouTube, TikTok, etc.), leverage marketing tools you can “own” like email, SMS, and a website to foster community. 

2. Create moments for your fans to partner with you. 

Involve fans in your creative process via social media, start a Discord server for fan interactions, or do weekly live streams. The options are endless, so get creative!

3. Share your lifestyle and personality.

Fans want to relate to the person behind the music. Show off your interests, quirks, and daily experiences through podcasts, vlogs, and other behind-the-scenes content. 

One of the biggest mistakes I see artists make right now is relying solely on playlists to grow their fanbase. Playlisting alone is not a marketing plan. And, it puts the power and responsibility in the curator’s hands. And often, 3rd party Spotify playlists have low-quality streams, meaning they may have a lot of followers, but the followers are not your target audience and don’t convert from passive listeners to fans or followers of your artist profile.

If you need guidance on community-focused music marketing strategies, Lula Music Group can help!