5 Things Musicians Get Wrong About Advertising

For many independent artists, the idea of running ads can feel frustrating, unnecessary, or even a little sleazy. But today, advertising isn’t just an option—it’s a powerful tool for reaching new listeners and growing your fanbase.

1. “I shouldn’t have to advertise my music—I already spent so much money making it.”

Recording, mixing, and mastering your music is an investment—but if no one hears it, what was the point? Promoting your music is just as important as creating it.

Think about it this way: You wouldn’t open a restaurant and expect people to show up without telling them where you are, what’s on the menu, or why they should try your food. Music is no different. Advertising helps you reach new listeners, generate buzz, and make sure all that hard work in the studio actually pays off.

2. “Ads feel icky. I don’t want to seem desperate or overly promotional.”

No one wants to come across as pushy, but advertising doesn’t have to be sleazy. In fact, some of the most successful music ads don’t feel like ads at all.

A well-crafted ad can be engaging, creative, and authentic—just like your music. The key is to align your ads with your brand and use them as an extension of your artistry. Whether it’s a behind-the-scenes clip, a teaser of an upcoming release, or a snippet of a live performance, you can promote your music in a way that feels natural and true to who you are.

3. “I don’t want to give my money to big tech companies.”

It’s understandable to feel hesitant about paying big companies like Meta and Google for ads on platforms like Facebook, Instagram, or YouTube. But rather than viewing it as “giving money to tech giants,” think of it as investing in your audience.

Unlike traditional advertising (billboards, radio spots, magazine ads), digital ads allow precise targeting. You can choose people with exactly the attributes you want to see your ad, making sure your music reaches people who are actually interested in your genre.

4. “Why do I have to make videos? Shouldn’t people just care about the music?”

It would be great if people discovered music purely through sound, but that’s not how things work anymore. We live in a visual world, and video is one of the most effective ways to grab attention.

That doesn’t mean you need a high-budget production or professional film crew. Short, authentic, and engaging clips can go a long way. A simple lyric video, a behind-the-scenes recording session, or even a phone-shot performance can help tell your story and make your music more discoverable.

5. “This all sounds like too much work. Someone else should handle it.”

Hiring a marketing team can be helpful, but no one will care about your music as much as you do. Learning the basics of advertising and promotion empowers you to take control of your career and make informed decisions about your brand.

You don’t have to become a marketing expert overnight, but understanding how ads work will help you reach more people, even if you eventually bring in outside help. At the end of the day, your music is your business. The more you know about marketing, the better you can shape your own success and protect your authenticity down the road.

Final Thoughts: Advertising Is a Tool, Not a Sellout Move

Many independent artists resist advertising because they associate it with corporate marketing tactics or inauthentic promotion. But when used strategically, advertising is simply a way to get your music in front of the right people.

Rather than avoiding ads altogether, think of them as a tool—one that, when used well, can help you grow your audience, connect with new fans, and turn casual listeners into lifelong supporters.

The key is to approach advertising with creativity, authenticity, and a clear strategy. Experiment, test different approaches, and find what works for you. With the right mindset, advertising can become an essential part of your music career—not just a necessary evil.