Music Promotion Budgets For DIY & Independent Artists

By Matthew Vultaggio

October 27, 2022

 We will be going over music promotion and marketing budgets for DIY or independent artists, musicians, and record labels in this nifty article.

Independent and DIY artists should start low and slow with their music marketing and promotion (particularly at first) and then only ramp up or scale up their spending or time when:

  • They’ve proven that a smaller initial budget is actually working for them
  • They are directly getting the results that they want from their spending

This “low-and-slow” approach makes sure that you prevent burnout, get better results, and are ultimately still the artist that is crushing it 4 to 5 years from now.

Music Marketing Budget Breakdown

There are 3 rules that I would encourage every independent artist to live and die by:

  1. Only spend money on tactics and strategies that drive direct results
  2. Avoid all other music promotion costs and expenses
  3. Limit non-music promotion (that are still music-related) expenses

This means the breakdown for your music marketing budget should be 100% allocated to tactics and strategies that get you streams and listeners or brings fans directly to your music.

Examples of music marketing tactics and strategies that drive direct results include:

  • Meta Ads (Facebook & Instagram ads)
  • Spotify Ads
  • TikTok Ads
  • Playlist promotion

When spending your money on these tactics, make sure to closely track your results so that you can confirm that they are getting you the end result you actually want.

Facebook Ads can be set up incorrectly to target bots and Playlist promotion services can through you on a playlist with bots or a playlist that only drives streams for the 1 week you are on it.

To learn more about tracking your stats, check out my article called Grow Your Streams By Tracking Your Spotify Playlist Stats.

Examples of things you should AVOID in your music marketing budget include:

  • Websites and music links
  • Courses
  • Graphic design
  • Music production, mixing, and mastering
  • Gear you don’t need

If you can find a free alternative or learn how to do something yourself for free (the University of YouTube is a wonderful thing, my friend!) then I encourage you to do so!

Monthly Music Marketing Budget Templates

I believe that there are two main types of promotional campaigns that an artist is going to want to run on a month to month basis:

  1. New Release Campaigns to promote a new single
  2. Ongoing Promotional Campaigns to make sure your music career grows every day

Let’s look a bit closer at these two types of promotional campaigns below.

New Release Campaigns – $100 to $200 per month

Personally, I recommend doing something like Facebook ads which directly get fans over to your new release with a budget of around $100 to $200 to be spent in the first 1 to 2 weeks of a new release.

The reason that I do this is that the ‘Release Radar’ Spotify algorithm is super powerful and only effective in the first 28 days of a new release.

If you can’t get that triggered in the first one or two weeks, the law of diminishing returns kicks in and there’s no point in continuing to spend for a few extra days to have that release radar boost.

REMEMBER: the direct amount of streams or results that you’re going to get from a Facebook ad to Spotify is complete garbage – do NOT get too obsessed with your numbers in the Facebook ads manager.

A smaller budget is ideal because it’s just enough to start triggering the Spotify algorithm where you’ll THEN get a substantial and significant amount of streams.

Ongoing Promotional Campaigns – $1 to $5 per day

This is something that’s running every single day so that you’re always bringing new fans into your world and growing your numbers all the time (even if you don’t have a new release or if you’re caught up with anything in your personal life).

The 2 types of ongoing campaigns that I’d recommend are:

  1. An ongoing Spotify Playlist Campaign
  2. An ongoing Indepreneur Fan Finder Campaign

Personally, I am running a Spotify Playlist Campaign at around $2 per day every single day.

To learn more about this type of campaign, check out my article called 5 Reasons To Use Spotify Playlists To Grow Your Streams. 🙂

Some of my favorite music marketing tools

Thank you for reading this article, my friend, and I hope you found it helpful as you build your own successful career in music. 🙂

Here is a list of my favorite and most recommended tools and resources that I’ve personally used to get my music streamed over 4,000,000 times on Spotify as an artist.

Any of the paid services or tools listed here are most likely affiliate links, so if you do decide to use any of them, I’ll earn a small commission.

But in all honesty, these are the exact tools that I personally use, love, and recommend to anyone – including my own friends and family.

Music Distribution

To get your music on Spotify on all the other streaming services, I use DistroKid because you get unlimited song uploads for a low annual price.

If you want to learn more about DistroKid and music distribution, check out the in-depth DistroKid review that I’ve put together.

Or, if you want to get started with DistroKid right now, you can save on your first year with the DistroKid discount.

Facebook Ads For Spotify Success

Although Facebook Ads can be a real pain to get working properly, there is no denying that they are incredible for growing Spotify streams and getting your music in front of real fans.

This is why I’ve put together a completely free course that you can check out called Facebook Ads For Musicians’ Spotify Streams. 🙂

Music Publishing Royalties Collection

For collecting all of the publishing, mechanical, and live performance royalties owed to me whenever my music gets streamed or played, my go-to is Songtrust.

Songtrust is a publishing administration company which means that in addition to collecting all of those royalties for me, they do it on a global level.

To learn if Songtrust is right for you, I’d recommend checking out this article on Songtrust vs BMI.

And if you want to get started with Songtrust right now, I’d recommend learning about the Songtrust discount code so that you can get the best price. 🙂

Website & Smart Links

I’m personally not a big fan of the link-in-bio and smart links for music pages like ToneDen and Hyppeddit.

Instead, I prefer having a full-blown WordPress website that allows me to have a full website in addition to unlimited music links.

For getting started with this, I really like Bluehost because it is the cheapest and a theme called Thrive Themes because it is the most flexible and easiest to use.

I’ve actually created a free Smart Links Course that you can take to learn how to get set up and start getting more streams with custom smart links (I’ve even included the templates I am using!).

Want more tools and resources for your music career?

If you’d like to see even more of my favorite marketing tools and resources for musicians and music artists, I’ve created an even larger list on this page: Best Marketing Tools & Resources For Musicians (& Music Artists).

P.S. There are even some free tools and resources included on that page as well! 🙂

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