How New UK Musicians & Bands Can Market Themselves Without Losing the Plot (2025 Edition)

3 Jul

Let’s face it: being a musician in the UK right now can be a bit overwhelming. You're writing, recording, maybe gigging - and on top of that, you're somehow also expected to be your own marketer, manager, content creator? You just want to focus on your music.

We see you. And at The Wild Roots Agency, we’re here to help emerging artists grow without losing the soul of what they do.

So, here’s a down-to-earth guide to marketing for new musicians and bands in the UK - the stuff you actually need to know in 2025.

1. Get Clear on Your Brand

We know, we know - “branding” can sound a bit corporate and off-putting. But here’s the deal: your brand is just your vibe made consistent.

Are you dreamy and cinematic? Gritty and rebellious? Quirky and lo-fi?

Once you know who you are, your visuals, bios, and content should reflect that. Need a hand decoding the marketing jargon? Check out our Glossary of Marketing Terms - it’ll save you hours of Googling.

2. Social Media: Choose Your Platform, Then Be Yourself

You don’t need to be everywhere - you just need to be somewhere consistently.

TikTok: Ideal for raw behind-the-scenes moments, catchy clips, or duets. The music discovery algorithm here is top notch.
Instagram: Great for building your visuals - think Reels, Stories, and live show snippets.
YouTube Shorts: Hugely underrated. Drop quick acoustic versions, teasers, or live takes.

Pro tip: Be more than just your music. Show a bit of personality. Fans connect with you, not just your tracks.

3. Make Spotify Work For You, Not Against You

Ah, the mighty algorithm. If you want your music to be heard, you’ve got to feed the machine - smartly.

Submit your track via Spotify for Artists at least 7 days (but preferably a month) before release to qualify for Release Radar.
Encourage pre-saves and early plays to help trigger algorithmic boosts.
High save rates and low skip rates matter way more than just number of streams.

Releasing consistently (even just singles) helps Spotify learn your sound - which is how you end up on Discover Weekly and other playlists.

4. Gig - Even When You’re Just Starting Out

Live shows are powerful - not just for the music, but for marketing yourself in real life.

Use QR codes at your merch table or on posters to collect emails or direct to Spotify.
Shout out venues, support acts, and local press on social - it builds community and reach.

Got fans coming to gigs? Offer a “secret” track link or discount code via email - people love feeling part of something.

5. Yes, You Should Start an Email List

It’s not just for newsletter nerds. Email marketing is still one of the most powerful tools in your toolkit.

Social platforms change - email is yours forever.
Keep it personal, fun, and occasional. (Monthly is fine!)
Offer something back: early tickets, demos, or exclusive merch.

6. Don’t Burn Out Trying to Do Everything

You’re an artist first - not a 24/7 content machine. If marketing is starting to feel like a second job, it might be time to bring in some help.

That’s exactly what we do at The Wild Roots Agency - we work with UK musicians who are ready to grow, but without selling out or stressing out. Whether it’s strategy, socials, or Spotify planning, we’re here for the creative stuff and the clever stuff.

Final Thoughts: You Don’t Have to Go Viral to Grow

Marketing doesn’t have to mean TikTok dances or begging for likes. At the end of the day, it’s about building real connections - with fans, venues, press, and the wider music community.

So go easy on yourself. Start with one or two things from this list, build from there, and remember: slow and steady is a strategy.

Want help building a plan that fits you?

Why not book a free 30 minute call - we’d love to hear what you're working on.

Sam Armitage