independent artists

How Did Independent Artists Promote Before Social Media vs. Today?

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The music industry has transformed drastically over the years—including the way independent artists promote their music. Before social media platforms like TikTok and Instagram, building a fan base required grit, creativity, and a deep understanding of the music industry. Tools for artists were limited, and success often depended on artists' ability to navigate traditional promotion methods effectively.


Before we jump in...


Without the luxury of viral moments or instant global reach, independent artists relied heavily on traditional promotional methods to push their music. Promoting a song meant living on the road with bandmates and crews, pitching music to radio stations, and crossing fingers for features in print media.


Today, creating content on social media platforms has revolutionized music promotion. Tools like TikTok campaigns allow even small creators to break into the market. Independent artists can now target their audience more effectively and make their music go viral, using platforms that help grow their presence. 


Pitch-Us' TikTok Campaigns packages simplify this process by strategizing and managing your viral campaigns on TikTok using authentic influencers. Our affordable packages significantly increase your reach in a short period, fast-tracking your song's success and introducing you to new audiences.


Here’s how you can get started with Pitch-Us' TikTok campaigns:

  1. Visit our TikTok Campaigns page.
  2. Choose a package tailored to your needs.
  3. Upload your song and let us handle the promotion.

How did independent artists promote before social media? Traditional methods

Before the digital age, independent artists had to take a completely different (read traditional) approach to pushing their music. They leaned on their creativity, hard work, and building relationships to promote their music effectively.


Below are the strategies independent artists implemented to promote their music before social media.

1. Radio stations and live gigs

A crowd lifting their hands at a live concert. Independent artists promoted their music with radio stations and live gigs before social media music.

Radio was one of the most valuable resources for artists. Independent musicians pitched their singles to DJs at local radio stations, hoping for airtime. Additionally, performing at small venues, open mics, and community events allowed artists to grow their fan base and establish revenue streams.

2. Press coverage and media connections

In the absence of social media platforms, getting press coverage was crucial. Artists would send press kits to newspapers, magazines, and music blogs, hoping to get featured. These efforts increased visibility and helped them gain credibility in the music industry. Various free music marketing tools for indie artists can help them promote themselves in a similar way, but much more efficiently.

3. Grassroots marketing and word of mouth

Independent artists relied heavily on grassroots marketing and word of mouth. Fans would share music, recommend concerts, or spread the word about their favorite indie acts. Although the methods were different, the spirit of fan-driven promotion still exists today, as fans can share music instantly through social media platforms.

How independent artists use social media to market themselves today

Social media has drastically improved how independent artists reach fans. These platforms allow artists to share their work instantly, experiment with unique ideas, and build connections.

1. Creating content that resonates

By leveraging video-focused platforms like TikTok, artists can share content such as behind-the-scenes footage, snippets of new releases, and other engaging video clips. This ability to connect directly with fans in real time is what has made TikTok such a powerful platform for artists to experiment with viral content. Many successful independent artists have used trends to boost engagement, helping their music reach wider audiences. Viral hooks have become a go-to strategy for maximizing audience engagement. Artists can use viral hooks on social media to capture attention and boost their reach.

2. Building communities and engagement

Two women are watching TikTok videos on a smartphone. Independent artists promoted their music by building communities and engagement in the past.

Engagement with fans—through replies, live sessions, or regular posts—is a key part of growing a following. That's because social media platforms cut out the middleman, allowing independent artists to directly engage with their listeners and potential audiences to build a loyal fan base. Fans' ability to interact directly with their favorite artists on social media can also strengthen artists' relationships with fans. 

3. Generating revenue through social platforms

For independent artists, social media is not just a promotional tool but also a source of income. Platforms like TikTok offer features such as creator funds, live stream donations, and exclusive content options, which enable artists to generate additional revenue streams while staying connected to their fans.

How independent artists promoted before social media: lessons and future strategies

So, how did independent artists promote before social media? Promoting music before social media required resourcefulness and innovation. The same principles apply today, but modern tools for artists make the process more efficient. By blending traditional creativity with platforms like TikTok, independent artists can connect with a global audience, create meaningful content, and grow their careers.


Understanding how independent artists promoted before social media shows the value of adapting timeless strategies to today’s digital opportunities. With the right approach, indie artists can achieve exponential success in the digital landscape. If you're looking to harness the power of TikTok for your music career, consider exploring our TikTok Campaigns packages to amplify your reach and boost your visibility.

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