This is a guidebook and primer in the use of social media for marketing music, arts or any product or service using freely available online resources. The author explains the basic approaches to building up an online audience and following, emphasizing do-it-yourself (DIY) organic, cost-effective outreach tactics. Paid strategies are also discussed. The author has been involved in various grass roots social media marketing campaigns and draws on their own experience, as well as that of other marketing practitioners who were interviewed as part of the project to inform the recommendations found in this guidebook.

Author Bio

Lexi Gerbino, (class of '21), is a graduating senior in Music Industry Studies with a Business Management minor looking to work in digital marketing and social media.

Creative Commons License

Creative Commons Attribution-NonCommercial 4.0 International License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License



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