With the world going online, we musicians have great opportunities to interact with existing fans, garner new ones, possibly go viral, even when no one can quite figure out why.
But, before earning the 'online sensation' title, there will be a time or two when we have to market our stuff. The approach taken counts for a lot. One(often easier) option is to push your stuff at your fans; share this, RT this...probably use capital letters to highlight 'urgency' of spreading the word every time you have a concert or a new single/album coming up.
Alternatively, one could (rarely) opt for passive promotion, or pull marketing. Set things in motion, build upon your fanbase; opt for the long term and reap benefits continously. One way to think of this is sharing more than just your concerts/songs; instead, supplementing that with replying a couple of messages from fans,being part of the conversation-being a human, not a music-marketing bot! It's not very sustainable, and frankly, it's a bit snobbish...
Check out this interesting analogy; a comparison of push and pull marketing strategy to the famous Rich Dad, Poor Dad story
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