Music, Mindset, and Marketing: Methods and Best Practices in 2023

Music, mindset and marketing in 2023 is kind of like the wild west. The music industry, like all industries is changing so much on all fronts. It’s an exciting time to be a musician with so much at your fingertips but equally confusing and overwhelming with all of the options!?

One of the ways I help my clients stay ahead is by watching what works with other clients, the consulting I do with marketing professionals for my own business, and partnering with other marketing partners for my clients record releases. I am constantly learning the latest methods and techniques.

I hope this blog helps you master your mindset and music and marketing this year.?

For more customized advice and direct help from me, join our?Artist Sanctuary Membership. For less than half the price of a cup of coffee a day, you get a front row seat!?

Let’s dive in!?

1. Mindset

How would it feel to wake up one day and realize that everything you’ve been working towards as an artist has finally come together? You’re in complete control of your vision and voice, collaborating with other artists you love, and your music resonates with people on a deep level.?

You’ve found your place in the industry and are happy and fulfilled doing what you love.

This is not an unrealistic dream.?

It can be yours.?

It comes easier with a mindset and methods geared toward those goals.?

Lately, I’ve been talking about the importance of separation from you the person, and you the artist. That your music is your “craft” and not related to your value as a person. It helps to establish your music as a separate entity from yourself which leads to more objectivity and less internal stress about yourself.?

You may have also heard me talk about how commitment is the magnet of success.?

People think that success comes and then you commit. But it’s the other way around.?

Your commitment is what draws success to you.?

Commitment is actually a magnet for opportunity—and the key to confidence.?

I just got off a call with an artist yesterday whose commitment was eroding her confidence. She thought her lack of confidence was the issue. After I explained how it worked,?she realized that it was her lack of commitment that was creating her lack of confidence.?

2. Music?

I had an epiphany about this the other day. Our world is changing so quickly and the old structures are continuing to fail. The music business being one of them. And when old paradigms leave—they don’t announce their departure.

The truth is, things are changing.

The old music business with its steel towers on Park Avenue is on its way out.

That old formula based on profits over purpose that takes advantage of artists no longer supports the new world that is emerging—the Age of Aquarius is upon us (you know- from the musical “Hair”)!

The arts have always played an important role in society. Music is at its core—an act of rebellion against those that suppress free ideas and liberty. And people are waking up to the suppression of their liberties right now. So what rises? Music and art!

Truth is, the music-loving public never cared about what the industry dictates like youth and “hits” and formula—they only care about great music. Nothing great was ever created by trying to manipulate the market to “sell”.

So stop making music for the “industry” and start making music for the people!

You are free to make music that YOU believe in. That YOU would listen to.

Just make it music that you would fight for.

3. Marketing

To be successful with your music you need 3 things.?

1. The right product: The most important part before you start marketing is making sure that you have the right product, the right message and are speaking to the right audience or your campaigns will fall flat. No matter how good your marketing is, if you don’t have the product that people want (or message or visuals that relay it), your campaigns will fall flat. Without the right product (singles, EP, LP) any marketing strategy in the world won’t work. People love great music—numbers don’t lie.

Having the right product entails:?

• Well written songs – written at the top of your craft. Workshop your songs, get feedback. Have an inner circle vote on your songs to “pick the cherries” and do some test marketing.?
• ?The right production that carves a signature sound for you (to stand out) and places you strategically in the market in your genre.?
• Broadcast quality recordings that stand up to industry standards.?

1. The right message: Having the right marketing message and visuals is 80% of the battle. It is said that branding + message is 80% and the music is 20%. In marketing terms: the visual gets people to click, the copy converts.

Your message checklist:?

• Aligns with you and your music (your personality, values + message in your music)
• Aligns with your Listener Avatar (coming up)
• Quality writing that hits the emotions (remember copy converts)
• Use the senses and stories to connect.?
• Incorrect: My latest single is out! Check it out!??
• Correct: “I wrote this song when I was struggling with mental health. I hope it helps lift your spirits as it did mine.”

4. The right audience

Finding the?right audience?is everything to a musician. Its a huge piece of feeling supported and like your music is “received”. Nothing is better. The steps to finding the right audience starts with identifying your Ideal Listener Avatar so you can target them in your marketing materials and strategies.

For instance:?

• If you are a guy and your target market is women, look at your visuals? Does it appeal to women or to guys??
• If your market is LGTBQ+, does your message and visuals convey that??

Defining your audience starts with defining your Ideal Listener Avatar. Hint: your ILA is a version of you! Start by defining your values and attributes.?

Your Marketing Checklist

• Write your Mission Statement. A mission statement is your “why”. Why you do music, why you write music and what is your purpose with your music. All of this informs the marketing message.
• Write out your Message. Next write out your message, build your marketing message based on the message in your songs, the record and target the type of person that is YOU. Work with a copywriter or music business coach (who is a writer like myself), who can help you write a compelling message.
• Write our your Artist Story: What is the story that led you to music and where you are now.
• Write a list of key words that are “your words”. Take the 12 Brand Archetype Quiz. https://www.brandarchetypequiz.com/jen/
• Write out key phrases, taglines and descriptions for each song.

Looking for more confidence in your craft and career??Come join our incredible music mastermind and community of artists supporting artists here:?The Artist Sanctuary Community Membership for Musicians

Now for the first time – we are bringing our entire international community that we’ve been building over the past decade, together under one roof inside an online portal for creativity and collaboration. Artists spanning all genres and experience levels. all ages, and all backgrounds coming together to to find connection, inspiration, encouragement, and collaboration with other artists worldwide.?

“Cari’s programs have an incredible community of national and international artists that support each other in their careers which is a powerful thing in a somewhat isolated pursuit. I can’t thank Cari enough. You would be really wise to check out her offerings, they come highly recommended.” – Eli Lev

“What Cari is doing is a movement and I believe this is the movement we all deserve. I am extremely happy and proud of the work I am doing now. And I have her to thank for that. She is an amazing human.”