7 Reasons Why You Should Promote To Smaller Music Blogs

Let’s be honest. You’re a band or musician, and it’s absolutely your desire to end up getting on the cover of Rolling Stone magazine and on the front pages of the big music sites, seeing your name in lights, all that. Who wouldn’t want that? Everyone wants to be noticed, to be a big name in the music industry. But here’s the rub – for those up-and-coming artists, unless you’re on the level of Foo Fighters or Adele, you’re actually going to be much better off with your music career by being featured on a smaller music blog. Just like the one you’re reading now (though we do feature music acts from time to time, it’s not our primary focus but PR is PR).

“Seriously, Art?” you say. “The bigger the better!” OK  I get that. But your best bet to really get your band promoted big time is detailed in these next 7 reasons as to why your best avenue for ultimate band promotion resides within the smaller blogs:

Totally the opposite of what you would think, you actually want to go big by going small. That is the key to your music promotional and marketing success.

Here’s 7 reasons as to why:


  1. Your REAL targeted audience lies within the smaller blogs

OK, so if you get a premiere spot with a huge blog or publication like the New York Times, or Huffington Post for instance, that may seem like a recipe for overnight success. But are you really reaching music fans in your genre? Sites like those may get several million hits, and a smaller blog may only get a few thousand, but overall hits don’t tell the complete story. If you get a few thousand hits and the majority of the readers there are in your target audience, that’s much more valuable than, say, getting an article on the larger publications where those several million might be looking at something entirely different on those sites.


2. You’ll get lots more attention!


You’ll find that the big sites on there tend to posts scores of articles every hour (to the point that their writers are required to maintain X amount of posts a day). That means the more articles they publish, the the more content that has to get marketed and they tend to heavily promote those they feel will generate the most hits vs. ones they spent time on the most. So your band may have an article published on one of these sites but it’ll be up to you and your marketing team to point readers to your specific write-up. What happens in that case is that you’re not getting new fans to view your article, but only the current fans you know of that you’re already sending to that write-up.

That’s a big letdown, because it’s been seen time and again where an artist will have a write-up on a large site (even a well-known one) and even with a big public push on the band’s part it’s usually only the people who were going to read it anyway that will see the article.

Because smaller blogs don’t post as often and we’re more gung-ho to get the word out about bands, you’ll find more of a new fanbase because the smaller blogs also take a great interest in your music and do lots of advertisiting to show that.


3. The support that keeps on supporting

Most times when an artist is featured on a larger site, they’re soon forgotten in the flurry of content that comes within days if not hours that follow…a quick flash-in-the-pan and the artist may be back to where they’ve started from unless that initial article got insane amounts of traffic in the first place. It’s happened, sure, but is very rare.

Smaller blogs on on the other hand give lots more support to arists and much more frequently. For example, if a band on here has already been featured in an album review, we’re happy here at The Better Claim Music Blog to post follow-up tour dates, videos and more!


4. When you’re on your way up, that blog relationship stays with you

Today’s blogger posting about your new album could be the person that tomorrow is writing for a bigger publication. There are a lot of examples where this has and continues to happen. You’ll also find that those who go on to new opportunities will go to bat for those bands or music businesses they love (and that return that love too).


5. Bloggers also write for other sites

Speaking to what was referenced in the previous piece about blog relationships, it is very possible that that same blogger also is writing for another site or has some type of connection that you could utilize. Remember that whoever is writing about your band or music biz may have their fingers in other pies so to speak. The inspiration for this article cites two examples: “A few months ago a publicist put me on the list for a show, not even requiring coverage. I have since quoted his artist in two columns I’ve written for a major website. On the flip side, I had a publicist (who didn’t know, or ask, who else I write for) outright insult blog coverage when I pitched a show review, and because of this the artist not only won’t be getting a review, but will also be shut out from being quoted in future features, because the relationship doesn’t exist.

So this can go either way guys!


6. This helps you a LOT with Google searches

If you want more than just your social media sites coming up when you get Googled, then blog content is an awesome way to beef up your page rankings. Also, when you’re referenced in many different online resources, it generates further buzz about you as it implies great interest online on your band or music business!


7. You’ll get tons of quotes and reference for future press releases

A big roadblock that bands and music businesses encounter when trying to promote themselves is to just have the writer give them a chance in the first place. But if you have a lot of blog sites writing up about what a great album you put out, or the quality of bands that are coming out of your label or recording studio, well you just give more incentive for people to go read what the buzz is all about.

And the best part? It makes it even easier to get more word out about you through other interviews or airplay, reviews, etc. PR in turn generates more PR!


In Summary…

So when you’re trying to bust your ass to get your music out there or figure out how you’re going to get the word out about you…the answer may be right on the next music blog you click on. And while we’re happy to promote you here at The Better Claim Music Blog, neither should the buck stop here. Submit yourself to as many blogs as possible.

J.P. Getty said it best when he stated that he would much rather have 1% of the efforts of 100 men, rather than 100% of the efforts of 1 man. You should treat your exposure to music blogs with the same attitude.

That said, if you do wish to promote with us here at The Better Claim, here are a few guidelines to doing so to make it easy for YOU to get exposure:

  1. Please send any and all inquiries to Rob Cushing, co-founder, at rob@thebetterclaim.com.
  2. You must provide an EPK (electronic press kit) so that we have ready access to your sites, bio, photos, and samples of music. Do NOT just sent your Facebook or website link and expect us to fish for the rest…sorry but we just don’t have the time or manpower to do that.
  3. Please include not only any social media links (and again if you are only using Facebook shame on you!) but any upcoming show/tour dates, notes of interest like a new album release etc.
  4. Finally, if you are not already on our subscriber list, make sure you sign up anywhere on our site!


Until next time!


Thank you to Corey Koehler, musician and author extraordinaire from Minneapolis for inspiration in guiding us to today’s article!


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Art Gurley

Art Gurley has been working as a respected music professional and producer/engineer in the greater Los Angeles area for many years and enjoys live performances, tweaking his Pro Tools and Logic Pro X setups, and long drives on the PCH.

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