As music consumers, before we’re motivated to buy, we ask the age-old question: “What’s in it for me?” Either consciously or unconsciously, we make choices based on how we feel it will benefit us.

As independent musicians, it’s important to define and explain the benefits of your music to potential fans in a clear and relatable manner that aligns with your brand. Here’s are some points to share either on your website, from the stage or one-on-one:

• This is what we do/sound like: A brief elevator pitch allows your fans to understand what you have to offer and gauge if it’s something they’ll like or want. Be clear. Use phrases that accurately describe your sound. Your pitch can be part of your “about us” on your website, or it can be spoken from the stage while introducing your set or it can be used with fans or potential business partners in a one-on-one setting.
• Here’s what’s in it for you: A simple, relatable, jargon-free sentence about what your fans get from your music. This should align with your brand and your sound and can be combined with your elevator pitch (above). Remember: no jargon, and if you’re putting it in written form, use proper grammar and spell check.
• Why you should listen to me/us: Differentiate yourself from the competition. Tell people why they should listen to you instead of another, perhaps similar sounding band. What sets you apart from the rest? Innovative lyrics? Explosive guitar? Tell your fans what makes you interesting.

Lastly, remember that music is about people and experiences. Fans want to feel like they’re making a connection with you and your music. Remember not to alienate them by using music industry terms they may not know. And remember that in order to excite others about your music, you must be excited about sharing it—don’t be dull when introducing your music to others.  

What do you think? As an independent musician and a music consumer, what do you think about before purchasing new music?

Up next: Fans can help you spread the word. Get them to help you co-create content like video, artwork and t-shirt designs.

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