Music Marketing for the DIY Musician

More and more artists are taking advantage of new technologies to try and build successful careers, but in this expanding competitive marketplace, serious do-it-yourself musicians need structured advice more than ever. In Music Marketing for the DIY Musician, veteran musician and industry insider Bobby Borg presents a strategic, step-by-step guide to producing a fully customized, low-budget plan of attack for marketing one’s music.

Third edition updates include:

• New information on social media (especially TikTok), NFTs, and the metaverse
• Updated case studies and examples of current music marketing principles using the most current artists (The Weeknd, Dua Lipa, Drake, Beyonce, etc.)
• Fresh interviews highlighting current marketing strategies for the new music market
• Future forecasts and trends into music marketing in a post-pandemic industry
• New marketing plan templates at the end of chapters and fully updated, complete marketing plans for bands/solo artists and freelance musicians and songwriters

Presented in a conversational tone, this indispensable guide reveals the complete marketing processusing the same fundamental concepts embraced by top innovative companies, while always encouraging musicians to find their creative niche and uphold their artistic vision. The objective is to help artists take greater control of their own destinies while saving money and time in attracting the full attention of top music industry professionals. It’s ultimately about making music that matters, and music that gets heard!

Bobby doesn't just talk about music marketing, he lives it daily. As a musician, professor, and global marketing coach, he deals with literally thousands of independent and DIY musicians just like you weekly. As a trusted industry veteran, he uniquely has the creative and also the business accolades necessary to help artists on any budget to turn their art into a more successful business.

--Neil Gillis, CollectivRights Management, LLC

Bobby Borg has given a treasure trove of tools and experience for the up-and-coming artist or music industry professional to jump-start their career. Borg's book is filled with amazing templates that anyone can use to advance their careers as well as information and explanations that are vital to understanding how to navigate one's career. I cannot recommend this book enough to anyone who is looking to understand and get into the music industry

--Andrew Rudy, independent pop punk artist

Bobby Borg leads the charge of today's modern rockpreneurs. He has lived and breathed the business from multiple perspectives--from recording/touring artist to artist coach/ advocate. There is no more credible source for marketing your music today than Bobby! Get this book!

--Blasko, Ozzy Osbourne/Artist Management Partner at KMGMT

Bobby Borg makes music marketing easy to understand and execute for people who don't know where to start or how to do it, and fear that marketing is beyond their reach. Buy this book!

--Michael Laskow, founder, TAXI Independent A&R

Bobby Borg's book is the arrow that every musician needs in their quiver. His experience as a professional musician and his study of the industry gives him a complete understanding of all sides of the music business and DIY marketing. While it's difficult to get a break in this business, Bobby's book almost guarantees that you'll make your own.

--Jonah David, drummer for Matisyahu and The Live Debate

Bobby Borg's books and expert counsel have been my go-to resources for crafting my music marketing plan for well over a decade. His straightforward approach and adaptable strategies work seamlessly with any music style. Whether you're a newcomer or a seasoned pro, get hold of his book and kickstart your journey!

--Sabrina Petrini, lead singer, KingQueen

Tired of all the YouTube clickbait courses with far-reaching promises? Get everything you need to succeed here! With foundational marketing concepts and step-by-step, easy-to-use templates, why wait to get signed when you can sign yourself first? Read this, build leverage and prosper!

--Brian Perara, Owner/CEO, Cleopatra Records

We wish it was all about making art, but marketing it becomes a necessity. In this day and age where thousands of songs flood the marketplace, this book defines a path through all the noise.

--Kevin S Lyman, Founder, Vans Warped Tour

With over 100,000 Spotify tracks and 34 million TikTok videos posted daily, the music industry today is like a high-stakes duel where every melody is a contender in the battle for listeners' hearts. Bobby's DIY marketing book helps you orchestrate your unique symphony and ensure your music stands out amidst the crescendo of competition.

--John Pantle, talent agent, Agency for the Performing Arts (APA)

Bobby Borg MCM, is a former major label, independent, and DIY recording/touring artist. He also served as the VP of Special Events for the American Marketing Association and Interim Chairman of Music Business at Musician's Institute. He is an assistant professor of practice in music industry studies at University of Southern California's Thornton School of Music. He is the founder of Bobby Borg Consulting and author of The Musician's Handbook, Music Marketing for The DIY Musician, Business Basics for Musicians, Introduction to Music Publishing for Musicians, and Personal Finance for Musicians. Visit bobbyborg.com.

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