Opinion: The Importance Of Understanding Your Target Market As An Artist

In the ever changing music industry with new genres and trends popping up regularly, understanding one’s target market is as crucial for musicians as it is for any other business. 

How does one decide on their target market? 

As a musician, your social media and streaming analytics are where you should be looking. People who come to your shows or buy your merch can also provide you with valuable insight on who your target market is. This information can include, but may not be limited to: 

• your audience's age

• where they are based

• their race

• their gender

• which other artists are they fans of and songs of yours do they like

How does understanding your target market help you?

1. You’ll know which media platforms to target

You will not be approaching every media platform out there, you will know which platforms have the audience you are looking for or your music represents. This can save you a lot of time that could be spent on pursuing the media outlets who are for what you are doing and have the audience you have or want. For example, you can’t submit a Hip-Hop song to a radio station that only plays Jazz.

2. It helps you know which social media platforms to focus on

Many musicians don’t understand that you don’t have to have all the social media platforms and be active on them. Pick a few and start creating content for them. Understanding your audience can help you know which social media platforms to focus on and save you time with having to unnecessarily spread yourself thin. 

3. You will know what merchandise to sell  

Your merchandise is an extension of your brand and a direct connection to your audience. Understanding your audience gives you an upper hand when it comes to knowing which products to release as merch. For example, if you know your audience are people who smoke, then a branded lighter would be a great piece of merch to have in your collection. 

4. Crafting your messages

Although freedom of expression and exploring different sounds is always encouraged, it’s important for a musician to understand what their messaging is or at least have an idea of it. 

Music fans don’t only buy into great music but into messaging as well. They play your music because they are in a certain mood and want that song to amplify that mood or help them cope with it. So, understanding your messaging is important, what do people listen to your music for? This will guide you in making music that is consistent and can always connect with your audience. 

5. Building a team

When you know your audience, it’s easier to assemble a team because you know what you are about and who you are for. Now, you are going out there searching for people who are about what you are about and serving the same people you are serving. This includes searching for a manager, record label, brand collaboration and even music collaborators to a certain extent. 

Robin Thirdfloor is a musician and creative entrepreneur with years of experience in the music industry. He currently occupies a seat as a voting member at The Recording Academy (GRAMMYs). 

Instagram: @robinrapsgood

Website: robinthirdfloor.com