Whether you love it or hate it, social media is one of your best options when it comes to finding an audience for your songs and building a lasting fanbase.

In this episode, we talk with Cassie Petrey, CEO and co-founder of Crowd Surf, a music marketing firm that has run social media campaigns for household names like Camila Cabello, Kim Petras, and Backstreet Boys, as well as countless local and grassroots artists.

Topics include:

00:00 Intro
02:20 Previewing the DIY Musician VIP Experience
05:30 Announcing “Top 5 Artist Tips” video series
06:45 Introducing Cassie Petrey
07:52 Backstreet Boys boxed seats & early digital fandom
12:12 Learn “everything” by helping local artists
12:55 Early days of social media marketing in music
16:29 The social content 180 in music
18:03 Do emerging & established acts have different social media needs?
20:57 Artist overwhelm with the pace of social
22:25 The biggest challenge for DIY musicians: Reframing what content is
23:55 Can shy artists develop social charisma as a skill?
25:15 How Kim Petras found her voice and confidence on social
26:36 Musician discomfort with the visual mode; reframing TikTok
29:57 Populating a new type of content and product offering
30:56 “What’s actually gonna work ON the platform?”
32:14 The importance of discipline on social
33:38 Social numbers don’t always equate to music success
36:44 The risk of attention for attention’s sake
37:56 Unearthing good ideas for social content
38:48 Advertising can be a dangerous hole when done incorrectly
41:42 Rethinking an “official” release
45:04 How reluctant are legacy artists to use TikTok?
47:20 Should content intentionally try to drive up watch time?
48:33 Turning social audience into a fanbase
49:10 Tour marketing & the Ticketmaster button on TikTok
50:40 Be an early adopter of Instagram Broadcasts: It pays off!
52:14 Surprise successes (and failures) on social
54:35 The phases of social support for a new song: pre-release, launch, sustain!
56:22 How to capture content “in the moment”
59:41 Over-marketing versus effective sales
01:01:29 The right framework for social posts: Don’t do it ONLY for attention
01:04:40 Wrapping up and thanks!

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