With the rise of streaming services, getting artists’ music out to the public has become easy. For example, Spotify reported in September 2022 that it made music available on demand to 456 million active users each month.
Promoting music is the best way to build a fan base. However, it also means facing tough competition. With so many different artists across the globe releasing new music every day, standing out can be difficult for a novice musician.
Working with an expert could be the solution. Cody Patrick, Founder of Organic Music Marketing, shares how he lets artists stand out from the crowd.
Learning from the mistakes of others
Patrick’s childhood environment in Atlanta, Georgia has influenced his passion for music. The city has become an important hub for music and culture, producing iconic names like Outkast, Jermaine Dupri, and Ludacris.
Atlanta has also become a major destination for other genres of music, like rock, country, pop, and EDM. Major music festivals, including Music Midtown and Shaky Knees, have brought in some of the biggest names in the music industry to the city.
The city has seen the rise of prominent artists and the fall of struggling musicians. Growing up in Atlanta, Patrick saw how some music marketers and PR agencies made big promises to artists yet failed to deliver. He took matters into his own hands, starting his own marketing company and applying his own methods based on what the major labels were doing.
Navigating the changing landscape of music promotion
Patrick introduces artists to a modern method of promoting their music, leveraging more on digital marketing tactics than the traditional way of producing entire albums and selling them to record labels.
Streaming platforms such as Spotify, Apple Music, and YouTube enable artists to reach their fans and potential new ones. Social media has also become essential for musicians to engage with fans, share content, and promote their work. According to Patrick, artists must maximise their opportunities to establish an online presence. He helps musicians develop and run digital marketing campaigns to allow them to focus more on their craft.
With Atlanta’s booming film industry, Patrick also creates music videos for clients. He has helped direct and produce hit music videos such as “Bad and Boujee” by Migos and “Sassy” by Rapsody.
Preparing artists for the future of music promotion
The marketing landscape for musicians continues to evolve. Artists must develop a strong digital presence, establish a fan base, and experiment with new formats. With Patrick’s proven approach to digital marketing and talent management, artists can make a lasting impact.
Patrick’s approach can also work with many artists. “I juggle between 30 and 50 clients at a time, who are all releasing new content,” he shares. The number of musicians trusting his methods is a testament to both his marketing expertise and his versatility with music.
