Utah musicians aren’t failing at self-promotion because they lack talent or work ethic. The struggle comes from deeper cultural patterns: a fear of being “seen trying,” social anxiety about standing out, and a scene that’s still catching up to modern marketing. This guide breaks down why it feels so hard – and how to finally get past it.
TLDR – Marketing music for bands and musicians
- Marketing is awkward, but necessary. Get over “marketing shame” – your fans will love what you share.
- Paid ads don’t work like they used to. Get creative – and get over the fact others will see them.
- Focus on micro-content. Short videos, reels, and TikToks matter more than albums or big-budget videos.
- Meet fans where they are. Older fans use Facebook; younger fans live on TikTok.
- Engage directly. Raffles, messages, and interactive content build loyal audiences.
- Stay adaptable. Try new platforms, new content, and new ways to connect.
Chapters
- Why is self-promotion so hard?
- How online advertising is changing
- Physical sales vs. streaming revenue
- Bridging the generation gap for new fans
- Micro-content vs. music videos
- Content creation on a tight budget
- Starting over is hard – but worth it
- FAQ about music marketing
Why is self-promotion so hard for Utah musicians and bands?
Marketing music in Utah isn’t just about TikTok hacks or clever hashtags. It’s about fighting decades of cultural programming – a deep-rooted discomfort with standing out.
“Trying to be special – being seen trying – is kind of embarrassing. But the internet will find you your people. It’s not for your neighbor.”
If you’ve ever hesitated to post about your band or launch a campaign because you worried what your neighbors (or old scene friends) might think, you’re not alone. This is an invisible barrier keeping too many great artists stuck. In Utah, there’s a long-standing culture of conformity. Even rebellion has its rules. And nobody wants to look “full of themselves.”
Ultimately though, you need to grit your teeth and do the thing. It gets easier the more you do it. And the people who know you and care about you will find you and boost you.
How online advertising is changing for musicians and bands
Not long ago, it was easier: Boost a post, run a targeted Facebook ad, and you would actually reach new fans. But that window has closed. Privacy battles and algorithm shifts have made it harder for indie artists to reach their real audience.
Now, thanks to limited granularity, your ads aren’t just being seen by the fans you used to hyper-target – they’re showing up for every local band and ex-roommate, whether you want them to see or not.
It’s tough. The people who already know about you don’t need to see you. And your music isn’t for everyone – it never was.
But the most freeing realization you can have as a Utah musician is that you are not marketing to your neighbor – even if they do see your ad, it’s part of the process of finding your tribe. They’re out there, and the internet can help you find them. But you have to be brave enough to try.
Physical CD and merch sales vs. streaming revenue
For a while, the only way up was to sell CDs by hand – sometimes thousands. Hand-printing t-shirts. Spending nights and weekends packing merch. Making friends at the post office (or annoying them). Scraping by just to keep the dream alive.
Maybe you loved it. Maybe you hated it. Either way, it’s changed. The old model of physical sales is giving way to streaming – a shift that can bring both relief (no more packaging nightmares) and frustration (streaming royalties are, frankly, a joke).
Whether you love it or hate it, it’s the reality of being a DIY musician in Utah in 2025. Adapt or disappear. Your audience is changing – and so is the way you reach them.
Bridging the generation gap and finding new music fans
If you’re still mainly engaging on Facebook, you’re going to run into problems trying to build new fans. Facebook is a platform for older audiences. If you want younger audiences that will keep engaging with you for years to come, you’ll need to move where they are – TikTok, YouTube, Instagram. Maybe even Snapchat.
No one is saying you need to “go viral.” But you do need to experiment. Maybe that means running a TikTok challenge, trying green screen videos, or making content on your phone – yes, even if it feels silly at first. Vulnerability is part of the new game.
If you’re struggling to get comfortable on camera, you’re not alone. But that awkwardness? It’s your edge. Audiences respond to realness, not perfection.
Micro-content vs. music videos
Big-budget music videos are cool, but they don’t move the needle like they used to. In today’s ecosystem, micro-content rules. A minute-long video, a creative reel, a behind-the-scenes clip – these are the moments that actually break through.
Albums still matter to some (maybe even you). But most listeners build playlists, bounce between singles, and discover artists through short, snackable content. If that feels like a loss, it’s also a chance: More entry points for new fans, more reasons to experiment.
Content creation on a tight budget
You don’t need a giant budget to build your brand. What you do need: Consistency, creative risks, and community engagement.
If you’re feeling a financial crunch, try:
- Content Creation Days: Batch your photos and videos – change outfits, try new looks, create a backlog.
- Fan Involvement: Green screens, contests, and letting fans choose your video background or setlist. The more they participate, the more they care.
- Lo-Fi Over Perfect: Sometimes, an iPhone clip does better than a “fancy cam” production. People care about authenticity.
Starting over is hard – but worth it
Sometimes the need comes to start over. Rebranding your band, finding your voice, or even picking a new name can feel like moving a mountain. It’s heavy. Sometimes you have to lose momentum before you find it again.
But here’s the upside: Every time you push through the discomfort, you get closer to your people – the fans who will stick with you for the long haul.
Get more insights from Pepper rose on…
- Lessons Ozzy Osbourne can teach bands and artists
- How to balance creativity with mass appeal
- Finding and supporting independent artists
- Making mistakes in the era of cancel culture
…by checking out our full-length discussion on music and marketing!
Frequently asked questions (FAQ) about marketing music
Should I be embarrassed about promoting myself as a musician?
No. Everyone who’s ever done anything meaningful has had to risk being seen trying. The discomfort is a sign you care.
Do I have to use TikTok or Instagram to succeed in music?
If you want younger fans, yes. If not, focus where your audience already is – but don’t ignore new opportunities to connect.
What if my music marketing isn’t working?
Experiment, measure, and pivot. One strategy won’t fit forever. Don’t be afraid to ask for help or partner with those who get the new landscape.