DCYPHER STUDIOS
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MUSIC MARKETING
Helping musicians build an audience through data-driven content creation and strategy roll-out.
A group of marketers and strategists leads our mission with years of experience developing programs that help talent stand out, be relevant, and grow. Leveraging unique expertise across film, television, digital media, music, and live entertainment, we access talent and critical industries and have essential marketplace knowledge to create and provide a range of strategic and creative solutions for brands.
A lot of artists feel like they need to run their socials like influencers. I don't think that works for music, because the two jobs are different. So when posting short form content on social media consider this.
**The influencer (**Focuses on daily visibility, engagement metrics, and leveraging their personal brand to promote products, trends, or sponsorships)
Driven by brand deals, sponsorships, and daily engagement
Posts constantly and chases trends
Measures success by views, likes, and attention right now
**The music artist (**Creates musical works and builds a lasting emotional connection through their music. Their ultimate goal is deep audience resonance rather than daily viral trends.)
Driven by a creative vision, building community, selling merch and tickets
Building a catalog and a career over years
Measures success by real connection and people who keep streaming, sales, email list signn ups
When artists copy the influencer playbook, they end up chasing a viral moment with a trend that has nothing to do with their music. Even when it works, the views go to the trend. Not to the song.
The goal isn't to go viral. It's to get your music in front of new people, and turn some of them into fans.
A fan cares enough to give you their email. A viewer scrolls past.
That's why every ad I run for an artist now points to a page with two actions: listen, and join the list. The streams tell me the ad reached someone. The email tells me they actually care.
A mailing list is also the one audience you own. If the algorithm changes tomorrow, you can still reach them on release day.
For the artists here: do you collect emails from fans yet? If you do, what's gotten people to actually sign up?
A mistake I see a lot: one account running 3 different brands
A lot of the artists I work with do more than one thing. They produce, they teach vocal lessons, some model or act on the side. That's normal. It all connects to music in some way.
The problem is when all of it goes on the same account.
Someone finds you through a song they like and follows you. The next three posts are a beat tutorial, a lesson promo and a modeling shoot. They followed you for the music, so they either tune out or unfollow.
The algorithm gets confused too. It doesn't know who to show your content to, because your audience is really 3 different audiences mixed together.
What I tell artists:
Make one account just for your music. Releases, performances, studio clips, your story as an artist.
If you teach, make a separate account for lessons. Put the tutorials and student wins there.
Same goes for production, modeling, acting, whatever else you do. Each brand gets its own account.
You can still link them. Put your lessons account in your bio, or mention it once in a while. Just don't make your music followers sit through content they didn't sign up for.
It's more work to run more than one account, but each one grows faster when the people following it know what they'll get.
Anyone here running separate accounts for different sides of what they do? Curious how it's worked for you.
This is so true! And without a proper social media marketing strategy in place those passive listeners wont translate into loyal fans!
I work with music artists on content and ads for a living. One thing keeps coming up.
Artists film themselves from behind. Walking away from camera, back turned, hood up, face out of frame. It happens constantly.
I get why. Face on camera feels exposed. But it's costing you views.
People connect with faces, not backs. A face on screen builds trust faster than any caption. Viewers stop scrolling for a person, not a jacket.
You don't have to overexpose yourself either. Pick a signature look (a haircut, makeup, a mask, whatever fits the art) and stay consistent with it. That becomes your visual hook. People start recognizing you before they even hear the song.
Simple test: next time you post, count how many seconds your face is actually on screen. If it's close to zero, that's probably part of why the video isn't landing.
Curious if anyone here has tested face-on vs face-hidden and what the numbers looked like.
If you’re a musician looking for music marketing services hit me up!
I can help you develop an ecosystem that will funnel traffic to your streams and merch store!
My artist consultation services can help you pitch to a label and the media confidently by making a EPK that details your metrics all in one place.
An environmental analysis is crucial for a music artist because it helps them understand the broader landscape in which they operate. This includes everything from industry trends and audience behavior!
Your fans are a lot like you! They listen to the same music , wear the same style of clothes and play the same video games. Find your audience and engage with your fans!
Ads aren't a magic fix, and I think we forget that as an industry.
Ads don't create demand, they amplify demand that's already there. If the content isn't landing organically, throwing spend at it just gets you cheap views that don't convert.
I see this expectation a lot from artists starting out: "just run ads and people will find me." The ad is the accelerant, not the fire. Content and positioning have to be doing real work first.
Curious how other people handle that conversation with clients or artists who come in expecting ads alone to fix a stalled rollout.
Kill them with kindness. It works better than deleting or clapping back. When an artist's page gets a nasty comment, there are two instincts. Delete it, or fire back. Both usually make things worse.
The move that actually works is kindness. Reply with something short and human, a thank you, a joke, even just a heart. It kills the thread faster than blocking ever does, and it reads better to everyone scrolling past who isn't even part of the argument.
We run ad accounts for a handful of artists and labels. The pages that grow fastest aren't the ones with zero hate comments. They're the ones where whoever runs the page responds like a person instead of a brand.
Anyone else seeing this play out on their artist pages?
The music industry is all about building community and is the best place to do this!
Yes TikTok's algorithm will get you in front of new fans that aren't following you but Instagram mixes visual content, storytelling, and direct interaction all in one place making it perfect to build community and showcase your music!
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