Uploaded August 2019 | Updated September 2026, 29 minutes ago
Here are three SUPER EFFECTIVE ways to get new fans with your next single - and one way that NEVER works yet gurus advise it all the time!
For more information on this topic check out our detailed post here:
And here is information on the three artists I use as examples here -
Anna of the North: annaofthenorth.com
Dermot Kennedy: dermotkennedy.com
Urban Cone: facebook.com/urbancone
The Algorithm
Instead of disc jockeys and music video channels guarding the gates to millions of potential fans, we now have algorithms. These algorithms are the artificial intelligence behind the streaming services.
Believe it or not, the algorithms that drive playlists by Spotify, Google Play Music, Apple Music, and others are a huge opportunity for independent musicians. How you release your singles must take these algorithms into consideration.
Each platform is different and its algorithms will be different.
The exact contents of Spotify's algorithm are a mystery, and are probably evolving all the time, but Spotify's goal is to keep its users using its tool. When users like what they hear, they tend to keep the tool on.
There are two ways Spotify can get to these desired listener reactions with your songs.
• When your song is liked and shared by lots of people who like songs similar
• When your song is put on playlists with lots of songs similar
Releasing a single on Spotify includes methods of encouraging fans to like, save, and share the song with others, and to get the song on curated playlists with similar songs.
Word of Mouth
Word of mouth is the oldest way for singles to be shared to new fans. Not only is the single being "narrowcasted" to someone they believe may have a predisposition to like the song (like an early algorithm!). It benefits from being associated with the trusted person sharing the song. I talk about this concept often because it's so important. It's "launching above the line of super-credibility”. Whenever your single is introduced while being associated with other things the potential fan trusts and loves, they are pre-disposed to become a fan. Especially if you are a new artist, when you release a single, this concept is especially important.
There is no magic to getting word of mouth attention. Of course, being great helps immensely. But also being interesting, funny, or provocative leads to being discussed.
Here are three methods I recommend for acquiring word of mouth for your single:
• Ask artists you have relationships with to share your single - they are influencers! Pre-write the tweet or post language and provide the link you want them to share to make sharing as easy as possible for them
• Make the release of your single an event and encourage the "superfans" who participate to share the song on their social media accounts - bonus points for providing language and link to them
• Promote your single BEFORE it is released, as it is released, and after it is released - make sure every fan has every opportunity to know it exists in order to share it
Guest Appearance
The Guest Appearance has three methods of being great for your single. First, it helps you and your song "launch above the line of super-credibility". When the potential fan is introduced to your single they are already predisposed to expect great things. When your song is great, you confirm their expectation and will most assuredly make a new fan out of them.
Secondly, it associates your song with the guest artist for the streaming service's playlist algorithms. If a fan of the guest artist creates a "radio" or chooses a playlist with songs from that artist, it only makes sense the algorithm would be likely to include your single as well. The association is too apparent for the algorithm to ignore. And if the guest artist has a "complete discography" playlist you MUST insist on being included, further associating you with that artist for the algorithms.
Lastly, fans searching for the artist are likely to discover your single through the magic of SEO. SEO stands for Search Engine Optimization and is how the streaming services and search engines use words to find the weblinks or songs someone may be searching for. When you type into Spotify's search bar, for example, it will provide artists, albums, and songs it thinks you might be looking for. When someone is searching for your guest artist, among the results they get, should be your single. For a completist, someone likely to search that artist, your single should be compelling enough to try to listen to.
Reach out to artists, or their management, you would like to associate and be associated with. Signed artists may require permission to appear on your release but, for the right price, most artists are amenable to making guest appearances when the song is good and the timing works out. And if you are unhappy with their appearance, just bury them in the mix! You will still enjoy all the other benefits of having them on your single.
Here are three SUPER EFFECTIVE ways to get new fans with your next single - and one way that NEVER works yet gurus advise it all the time!
For more information on this topic check out our detailed post here:
And here is information on the three artists I use as examples here -
Anna of the North: annaofthenorth.com
Dermot Kennedy: dermotkennedy.com
Urban Cone: facebook.com/urbancone
The Algorithm
Instead of disc jockeys and music video channels guarding the gates to millions of potential fans, we now have algorithms. These algorithms are the artificial intelligence behind the streaming services.
Believe it or not, the algorithms that drive playlists by Spotify, Google Play Music, Apple Music, and others are a huge opportunity for independent musicians. How you release your singles must take these algorithms into consideration.
Each platform is different and its algorithms will be different.
The exact contents of Spotify's algorithm are a mystery, and are probably evolving all the time, but Spotify's goal is to keep its users using its tool. When users like what they hear, they tend to keep the tool on.
There are two ways Spotify can get to these desired listener reactions with your songs.
• When your song is liked and shared by lots of people who like songs similar
• When your song is put on playlists with lots of songs similar
Releasing a single on Spotify includes methods of encouraging fans to like, save, and share the song with others, and to get the song on curated playlists with similar songs.
Word of Mouth
Word of mouth is the oldest way for singles to be shared to new fans. Not only is the single being "narrowcasted" to someone they believe may have a predisposition to like the song (like an early algorithm!). It benefits from being associated with the trusted person sharing the song. I talk about this concept often because it's so important. It's "launching above the line of super-credibility”. Whenever your single is introduced while being associated with other things the potential fan trusts and loves, they are pre-disposed to become a fan. Especially if you are a new artist, when you release a single, this concept is especially important.
There is no magic to getting word of mouth attention. Of course, being great helps immensely. But also being interesting, funny, or provocative leads to being discussed.
Here are three methods I recommend for acquiring word of mouth for your single:
• Ask artists you have relationships with to share your single - they are influencers! Pre-write the tweet or post language and provide the link you want them to share to make sharing as easy as possible for them
• Make the release of your single an event and encourage the "superfans" who participate to share the song on their social media accounts - bonus points for providing language and link to them
• Promote your single BEFORE it is released, as it is released, and after it is released - make sure every fan has every opportunity to know it exists in order to share it
Guest Appearance
The Guest Appearance has three methods of being great for your single. First, it helps you and your song "launch above the line of super-credibility". When the potential fan is introduced to your single they are already predisposed to expect great things. When your song is great, you confirm their expectation and will most assuredly make a new fan out of them.
Secondly, it associates your song with the guest artist for the streaming service's playlist algorithms. If a fan of the guest artist creates a "radio" or chooses a playlist with songs from that artist, it only makes sense the algorithm would be likely to include your single as well. The association is too apparent for the algorithm to ignore. And if the guest artist has a "complete discography" playlist you MUST insist on being included, further associating you with that artist for the algorithms.
Lastly, fans searching for the artist are likely to discover your single through the magic of SEO. SEO stands for Search Engine Optimization and is how the streaming services and search engines use words to find the weblinks or songs someone may be searching for. When you type into Spotify's search bar, for example, it will provide artists, albums, and songs it thinks you might be looking for. When someone is searching for your guest artist, among the results they get, should be your single. For a completist, someone likely to search that artist, your single should be compelling enough to try to listen to.
Reach out to artists, or their management, you would like to associate and be associated with. Signed artists may require permission to appear on your release but, for the right price, most artists are amenable to making guest appearances when the song is good and the timing works out. And if you are unhappy with their appearance, just bury them in the mix! You will still enjoy all the other benefits of having them on your single.
