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One of the biggest mistakes I have realized artists make is trying to reach everyone at the same time. The truth is: when you try to speak to everyone, you end up speaking to no one clearly.
Note that your music has a specific assignment and a specific targeted audience. Whenever you receive a song or writing try ask yourself:
- Who is my music really for? (youth, families, worshippers, church choirs, street evangelism, etc.)
- What problems does my music solve? (hope, healing, encouragement, worship, Praise, Thanksgiving, lamentation, Prayer, motivation)
- Where do these people spend their time? (TikTok, radio, churches, campuses, WhatsApp, YouTube)
Answering these few questions will make you know your audience and your marketing becomes easier.
How to use this practically:
- Create Content for Your People
Don’t just post songs, post devotionals, short prayers, testimonies, behind-the-scenes, and teaching moments that speak directly to your audience. - Choose the Right Platforms
Not every platform is for you.
If your audience is youth → TikTok, Instagram, YouTube Shorts
If your audience is mature worshippers → Facebook, Radio, WhatsApp - Speak Their Language
Your captions, videos, and interviews should sound like them, not corporate, not forced. - Build a Community, Not Just Followers. Engage, Reply comments, Pray with your fans and appreciate them. Let them feel seen.
People don’t just support songs, they support artists they connect with.
When people feel connected to your mission, they will:
1. Stream your songs
2. Share your music
3. Attend your events
4. Defend your name
5. Recommend you
Marketing is not manipulation.
Marketing is communication with clarity and purpose.
Let your music find the right people and let the right people find you.
Warm regards,
Steve Owusu Shishiishi Man
Reagan Gbrown