For up-and-coming musicians, the NI music scene is vibrant and full of opportunities waiting to be explored. However, standing out in this competitive industry requires more than just talent. Effective music promotion is the key to gaining exposure, building a fan base, and ultimately achieving success in the world of live music. In this guide, we'll walk you through the essential steps to promote your live music.

Define Your Sound and Brand

Before diving into the world of promotion, it's crucial to have a clear understanding of your music and your brand. What genre do you specialise in? What makes your music unique? Define your sound and image, as this will be the foundation of your promotional efforts.

Build an Online Presence

In today's digital age, an online presence is essential for any musician. Create a website and profiles on social media platforms like Facebook, Instagram, TikTok and Twitter. Share your music, behind-the-scenes content, and engage with your audience regularly. This will be the most effective way to keep your fans updated whenever you have any upcoming live performances.

Utilise Streaming Platforms

Before deciding to buy a ticket to your gig, potential fans will most likely want to stream your music first. Platforms like Spotify, Youtube and Apple Music offer great exposure opportunities. Upload your music to these platforms and encourage your fans to stream and share it. Consider creating playlists featuring your songs to reach a broader audience.

Choose The Right Venue

It's crucial to think about which venue is a good fit for your music at the early stages of planning your gig. Familiarise yourself with local venues and the types of gigs that usually go on there. It's also important to be realistic about how many tickets you expect to sell and the venue capacity. We recommend smaller venues if you're just starting out, so that the room is full in a more intimate setting.

Check out our NI Music Directory for a list of venues!

Create a Striking Poster

A visually striking poster for your gig will draw people in and provoke curiosity. Depending on your budget, you could go down the road of reaching out to a local photographer who specialises in music photography such as Carrie Davenport, Ciara Mc Mullan or Lost Lens Caps. It could also be a good idea to get in touch with a graphic designer to create your event poster. If your budget is limited, you can rely on your own artistic skills using a platform such as Canva.

Distribute Your Promotional Materials

When distributing your promotional materials such as posters or flyers, it is important to bear in mind where your potential audience will be spending their time. The first place you should visit is the venue you’ve booked for the performance. They will more than likely be happy to display your promotional material and it’s best practice to provide it to them as soon as possible. Think of bars, cafes, record shops and other spaces where you’d be likely to reach music fans. Visit these places in person and be sure to make a friendly introduction to increase your chances of being able to display your posters and flyers there.

Networking

Networking is key to gaining exposure in the NI music scene. Attend local gigs, open mic nights, and music events to connect with other musicians, promoters, and industry professionals. Building relationships can lead to collaboration and opportunities to spread the word about your live shows.

Submit to Local Music Blogs and Magazines

Many local music blogs or magazines such as Dig With It, The Thin Air and Chordblossom support emerging artists and you can submit your music for feature opportunities. Personalised emails with your music and story can increase your chances of getting noticed. It’s also a good idea to invite someone from the magazine or blog along to your gig and ask if they’d be interested in putting together a write-up. Don’t forget to add them to the guestlist if they agree!

Promoting your live music is an exciting journey filled with opportunities for growth. Remember that building a fan base and gaining recognition takes time, dedication and perseverance. By defining your sound, leveraging online platforms, networking and constantly learning, you can navigate the NI music scene and secure successful gigs.

If you’d like further support from Oh Yeah on promoting your gigs, you can register with our ASK service for tailored expert advice.