Why Investing in Marketing Your Music Is Just as Important as Investing in Your Music Production
You wouldn’t spend thousands of dollars on recording an album only to leave it on a hard drive, right?
Yet that’s exactly what happens when artists invest heavily in production but neglect marketing.
In today’s crowded music industry, talent and a great song are no longer enough. Every day, over 120,000 new tracks are uploaded to streaming platforms — meaning your music is competing for attention against millions of other songs.
Marketing is what takes your music from being great to being heard. It’s the bridge between creation and connection. Without it, your song might never reach the ears of the audience it deserves.
At Evergreen Music Company, we believe marketing should be built into your budget from the very start — not treated as an afterthought.
1. Your Music Deserves an Audience
If you’ve invested in high-quality production, your next priority should be making sure people know it exists.
Marketing is how you:
Connect with your target audience
Increase streams and engagement
Build recognition and loyalty
Real-World Example:
When Maggie Rogers released her debut EP, she didn’t just rely on streaming algorithms. She paired her release with strategic press coverage, live sessions, and social media campaigns. This combination meant her music wasn’t just available, but was actively discovered by her ideal audience.
2. Marketing Extends Your Reach
Even if you already have fans, marketing:
Expands your reach to listeners who have never heard of you
Increases playlist placement opportunities (a key driver for streaming growth)
Opens doors to brand partnerships and media coverage
Real-World Example:
Laufey built her career through a mix of TikTok performance clips, curated social posts, and targeted PR campaigns. Her reach extended far beyond her initial audience, landing her on Spotify editorial playlists and leading to a sold-out tour in multiple countries.
3. Marketing Creates Momentum
A smart marketing plan:
Builds anticipation before release
Maximizes impact on launch day
Keeps fans engaged long after
It’s not about one big announcement — it’s about a narrative arc that carries your music over weeks or months.
Real-World Example:
When Noah Kahan released Stick Season, he didn’t drop the album out of nowhere. He teased clips for months, shared personal stories behind the songs, and encouraged fan interaction. By the time the album dropped, there was massive pre-release buzz — translating into chart positions and record-breaking streams.
4. Return on Investment
Marketing isn’t just an expense — it’s an investment. When done right, it pays for itself through:
Merch sales
Ticket sales
Streaming revenue
Long-term fan loyalty
Real-World Example:
Independent pop artist JVKE spent considerable time and resources on TikTok marketing campaigns. Those investments resulted in a viral hit (golden hour), leading to millions of streams, sync placements, and a major-label partnership — all of which far outweighed his initial spend.
Why Marketing and Production Must Work Together
Think of your music career like launching a product:
Production is making the product (your song) as good as it can be.
Marketing is telling the world why they need it — and making sure they can find it.
A beautifully produced track without marketing is like a masterpiece hidden in an attic.
Conversely, marketing without quality music risks overpromising and underdelivering.
At Evergreen Music Company, we help artists strike that balance — ensuring that every dollar you put into the studio is matched by the energy and resources to get your music heard.
Final Thoughts
Music marketing isn’t optional — it’s essential.
It’s the difference between a song that gets lost in the crowd and a song that builds a career.
At Evergreen Music Company, we create marketing strategies that match your budget, goals, and vision, ensuring that every dollar works as hard as your music does.
Ready to invest in your growth?
Let’s make it happen.
