The world is a lot larger than any of us can even fathom. This creates an incredible potential for artists to promote their music outside of their local markets, press through the national market, and infiltrate the global market. With the incredible vastness of the global market, it is important to be intentional if you wish to break out of the national scene and become “international.” Below are four ways to accomplish this feat. Although there is no cookie-cutter approach, I hope this provides a roadmap to help you get started.
Research your current international fanbase.
Assuming you are already an established artist, you either digitally distribute your music through a company like TuneCore or Distrokid, or it is dispensed to digital outlets via your distribution deal. These companies keep track of where your music sells, all over the world. You should pay attention to which regions are purchasing your music, and consider starting there. YouTube and other streaming services also offer data based on the number of views they get, which is extremely helpful in your quest. Once you have a list of countries, you can begin your research. What are the cultural norms of each area? What languages are spoken? What is the nature of the music scene there?
Utilize social media to create a buzz.
Once you have identified outside regions where you already have fans, consider reaching out to them personally. Make videos thanking them for their support. Try communicating a phrase or two in a targeted language, or have an interpreter speak on your behalf. Assign your team the task of paying special attention to your international fanbase, and encourage them to help spread your music. Engage social media platforms that are popular in each specific region along with the popular mediums you currently use, taking into account their time zones, and do not underestimate the power of your music videos. Familiarize yourself with the way business is done in each region, taking care to identify the popular artists, the promoters, the venues, the media and DJ’s. This will help you determine the right target population for your music.
Network with artists in other countries.
As you do your research, start building relationships with a variety of people. Make an effort to get in touch with successful local and national acts. Go out of your way to attend music conferences and festivals. Find out if anyone is interested in collaborating with you on a song. This last suggestion is a tactic that helped the Boston raised rapper, Guru, grow from a national artist to an international phenomenon, when he teamed up with MC Solaar from Paris, in 1993, to collaborate on, “Le Bien, Le Mal.” Their single hit billboard charts and gained much notoriety. It also opened doors for Guru, providing the opportunity for him to make a name for himself in the international market, and allowing him to tour the globe for decades after the song was released.
Book shows overseas.
If you’ve been reading this so far, you might be saying: “I don’t have any international sales yet,” or: “I’ve tried all of the above with no luck.” If that’s the case, then this is a step you definitely cannot skip. These days, with the international market as vast as it is, you are unlikely to find an established artist who has not booked shows outside the United States. Consider requesting to go on tour with them, to open shows, even if you have to pay your own way. If your music is as good as you think it is, and you are able to impress others with your stage presence, the benefits will outweigh the costs. Apply to music festivals, where you will get a chance to play live. Once you are in a region, consider taking smaller gigs, and even showing up at open mics to promote your shows in person. Work with promoters and/or managers who have already established themselves in international markets, since they have the connections you need. Create situations where it will be mutually beneficial for them to promote you. The artist, Flo Rida, is a great example of this. His team, Strong Arm Music, focused on international markets after selling 100,000 copies of his first album in the United States. This, in itself, is an amazing accomplishment. However, as he began to tour, his international record sales skyrocketed, and his sales reached an uncanny one hundred million units worldwide. Had he been content with his sales in the US market, he would still have been successful, but now he is one of the top ten best-selling rappers of all time, having achieved worldwide recognition due to the work he put in around the globe.
Creating a fanbase is never easy, but, with the right effort, it is possible. After you’ve done your research, promoted yourself on social media, networked with other people, and performed shows overseas, continue to keep up with your fanbase in each region you target. Hire publicists that are familiar with your target areas to assist you, and establish a team to keep track of these connections. The amount of untapped potential at your fingertips is almost limitless. You will soon discover that there are millions of people waiting to hear your music. Go out there and reach the world.