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The music industry is now more brutal than ever. In 2025, we're going to see more focus on data and charts than ever. But that doesn't mean you have to engage in practices that get you punished— like stream farming.
Still, simply creating great music isn't enough. Effective creative and strategic promotion is the lifeblood of an independent artist's career. It's no longer a choice—it's a necessity.
So, let's discuss actionable strategies to help you navigate the complexities of modern music promotion, connect with a global audience, and thrive, even with limited resources.
Social media has become the ultimate battleground for capturing attention. Platforms like TikTok, Instagram Reels, and YouTube offer unparalleled opportunities to engage fans, share your music, and build a loyal following. Also, you're just one post away from virality with platforms’ powerful algorithms, allowing independent artists with limited resources to reach millions of potential listeners.
A typical example of this is Rema’s unreleased single, ‘ Is it A Crime?’. The song is already popular and has not been released. All it took was an upload from Rema on all his social media platforms.
This showcases the power of organic reach on the platform. For independent artists, this means focusing on creating short, captivating videos that resonate with current trends, using relevant hashtags, and interacting with other creators.
Also, share snippets of your music, behind-the-scenes glimpses, and collaborate with other artists or influencers to expand your reach.
In an age of information overload, compelling content is king. Fans crave connection, not just music.
For example, Kizz Daniel announces every new single with a short video of him vibing to the song in his studio, sometimes with his wife spitting the lyrics like she co wrote the song.. This shows his cute personality and builds anticipation.
Consider creating artist vlogs, live performances, and "making-of" documentaries to connect with your audience on a deeper level.
Importantly, consistent branding across platforms is crucial. Eye-catching artwork, and visually appealing social media posts contribute to a cohesive and professional image.
Streaming platforms like Spotify and Apple Music are the primary avenues for music consumption.
Optimising profiles on these platforms is essential for maximising discoverability. Properly marketing and pitching your songs to feature on playlists alongside similar artists and genres can introduce your work to new listeners.
Also, utilising artist radio features on streaming platforms allows for continuous playback of an artist's music and similar tracks, keeping listeners engaged. Analysing streaming data can provide valuable insights into listener behaviour, allowing artists to tailor their content and promotional strategies accordingly.
Collaborations with other artists, influencers, and brands can significantly expand your reach and introduce your music to new audiences.
Partnering with artists in complementary genres can expose you to a new fan base and generate cross-promotion opportunities.
Collaborating with relevant influencers can introduce your music to their followers and generate organic buzz. It doesn't have to be about the amount of followers they have. Choose influencers whose audience aligns with your target demographic.
Finally, aligning with producers, agencies and brands that resonate with your music and values can open up new avenues for promotion and funding
Securing media coverage through press releases, interviews, and reviews can establish your credibility and generate buzz within the music industry.
Compile a comprehensive press kit that includes your bio, discography, high-resolution images, and press contact.
Tailor your press releases and pitches to specific publications and journalists.
Within this year 2025 and beyond, embracing emerging technologies will be crucial. As technology continues to evolve, so will the landscape of music promotion.
For example, AI is already playing a significant role in music creation and recommendation systems. Understanding how these work can help you optimise your music for discovery.
Similarly, virtual concerts, Virtual and Augmented Reality are becoming increasingly popular, offering new ways to engage fans and create immersive experiences.
Therefore, being aware of these will be crucial to stay ahead of the curve.
Ready to take your music promotion to the next level? 69 Agency specialises in helping independent African artists within and outside the continent thrive in the digital age.
Contact us today for a free consultation and let's discuss how we can help you achieve your musical goals.
profiling
Benjamin A.D. is a growing phenomenon in the UK music scene, blending the raw energy of grime with the soulful depth of classic R&B. Growing up in Lewisham, he was immersed in the vibrant world of grime music, but his true passion lay in crafting a more introspective and melodic sound.
Influenced by the likes of Stevie Wonder, Marvin Gaye, and Erykah Badu, Benjamin's music is a captivating fusion of old-school soul and contemporary hip-hop. His unique blend of genres has earned him a dedicated following and critical acclaim.
The global pandemic of 2020 provided Benjamin with an opportunity to slow down and reflect on his music and career. This period of introspection led to the creation of amazing projects like Oxytocin (2020) and Thinking Out Loud (2021), which were personal and powerful works.
One of the most striking aspects of Benjamin A.D.'s music is his unwavering commitment to his own artistic vision. He refuses to conform to trends or expectations, instead focusing on creating music that resonates with his soul. His ability to stay true to himself is a testament to his talent and dedication.
His EP Ultra Rare is a powerful demonstration of this individuality. Tracks like "Fake it till you don't make it" and "Soul Plug" showcase his introspective storytelling style and unique musical vision. Also, his feature with Wretch 32 and Lil Simz— Black and British— released October 2024, is a reflection of his emotive lyricism.
As Benjamin continues to evolve as an artist, it's clear that he has the potential to make a significant impact on the UK music scene. With his unique blend of soul, grime, and hip-hop, he is poised to become one of the most exciting artists to emerge from London.
new_music
Robin Uzoma Okechuckwu better known as RobingBanks is set to unveil his latest single, “Bigger Than Your Aura (BTYA),” an energetic track that not only signals a fresh era in his music journey but also serves as an introduction to his forthcoming EP, “First Light”.
Slated for release on the 13th November, “BTYA” delivers a powerful message: Your potential, growth, and purpose are far greater than any external energy or perception.
With “Bigger Than Your Aura,” RobingBanks explores the concept of growth, resilience, and self-realization.
The track embodies his creative evolution, hinting at the deeper themes that define “First Light”, a project that promises to shine a new perspective on his artistry.
Expect a bold, raw, and undeniable sound—a sonic warning that RobingBanks is ready to step into a new chapter.
As he is set to release “BTYA”, he’s inviting listeners to witness the dawn of something monumental.
“Bigger Than Your Aura” will be available on all major streaming platforms.
Stay tuned and be ready for RobingBanks to cast his first light
