The music industry has changed and is still changing. Artists everywhere now face a range of struggles and battles, and no one really has it easy.
In a saturated and congested marketplace, there is a constant need to project, spread, find an audience, grow, gain traction, be seen and ultimately monetise their craft. Artists in both the secular and Christian spaces are clamouring for your attention, and that attention is highly sought after.
From Google Ads and Spotify playlists to music videos, Facebook Lives and Instagram Reels, artists have many ways to consider when marketing their music and profile. It is a difficult maze to navigate for those who are serious about their music and ministry.
One thing is certain: nothing you see out there happens by chance or accident. Someone has spent time, money and energy getting that piece of content in front of you.
So, how can you as a consumer in this digital age help to make a difference, especially for artists, genres or ministries you want to support?
Your ‘people power’, believe it or not, can really make a difference. Here are eight ways you can support the work of creatives and ministries.
Like, Share and repost
Please be mindful and take the time to like, share and repost artists’ content on social media. This is completely free and doesn’t take more than a few seconds, but its impact on the artist is not insignificant.
With the doomscrolling pastime encouraged by tech giants and feeds that are literally endless, that moment to stop and engage becomes ever more slippery. However, your engagement is what the algorithm looks for when deciding whether to show a post to more people.
You are extending the artist’s reach and giving the algorithm a positive trigger. One quick tap on that like, share or repost button, and you are a social media hero!
Comment on YouTube videos
In recent times, I have had friends contact me directly asking me to comment and like their music videos on YouTube, not because they want to know what I think, but because they are looking for a kick start. Artists are beholden in many ways to the ever-changing ‘algorithm’, and your input here can really help artists with momentum on their releases. It doesn’t need to be a long comment, just a quick ‘Great!’, ‘Love it!’ or ‘Well done!’ is all it takes.
Follow their profile
Again, this will cost you nothing, but will not only give credibility to the artist, but will also encourage them in their journey. Sometimes, artists use ‘subscribe’, but don’t be frightened of this, it’s not about money, it’s usually just a way of connecting with you and sending you information to keep you interested.
Stream their music
Almost everyone in this generation accesses music now via streaming platforms in preference to hardware, and this is a key arena where you can make a difference for upcoming independent artists. Listening to and streaming music on your chosen platform is a big plus for creatives. Every platform is statistically analysed, data driven and artists can even tell in real time, if someone is streaming their music. Statistics mean momentum and eventually monetisation as well as potential interest from promoters or labels, so keep this in mind in how you access your favourite music. Obviously, there is also a resurgence in vinyl particularly, and although nowhere near matching streaming data, it is a good way to put real money in artists’ pockets!
Tell them how their music has impacted you
As an artist myself, I can tell you categorically how much your feedback and response means to individuals. It’s not about ego or pride, it’s just about understanding the positive impact of your art or ministry and having the motivation to keep going. And sometimes ‘keeping going’ is not a foregone conclusion, it’s a choice we make every day and in every season. Knowing that your gifts, projects and endeavours mean something to people, is a huge blessing that artists carry with them in the heart and in their soul. It can make the difference in deciding where to put your energies and important considerations about direction, so please, use your voice to speak affirmation, encouragement and impact. Your words are worth their weight in gold…. some would even say priceless!
Turn up at gigs
For artists, there is always pressure…. and sometimes that pressure is just the over-arching pressure to succeed! Putting on events, live performances and gigs, always carries some jeopardy. Will people come?? If you can, it’s a great visual show of support to physically turn up at gigs. You can literally be the appreciation in the room. Talk with your hands and feet. Smile at the stage. Let your presence say that you care. You can also help set the tone and level of appreciation in the room by sending out the loudest applause!
Buy merchandise
As I mentioned earlier, sometimes actual money in actual pockets is the only real answer to putting food on tables and funds in the pot for the next project. In this cultural shift, the opportunity to direct sell is not always available or achievable, but when it is, merch sales are a big winner for artists. If you are looking for ways to actively support those who feed something positive into your life or experience, then buying merchandise is such a helpful thing to do. Every purchase counts and your onward advertising is of great benefit too.
Tell others about artists you appreciate
As yet, there is no tax on what you speak, how you advocate and the number of people you communicate to. It’s a completely free gift you carry! You get to choose positivity, word of mouth referrals and spreading musical discovery. Your biggest tool of advocacy is to tell others about great music, great artists, great songs, great albums and great live music experiences! Give yourself permission to speak up and speak out!
This is not an exhaustive ‘how to’, but if you want Christian artists to keep producing, keep spreading the good news and keep blessing people, then your vote, your voice, your time and attention, and not always necessarily your money, is the way to ensure that you are a part of the movement that helps the industry to not just survive…. but to thrive!
You have the power!
