Before I get started on ‘building a fanbase’. I think I need to say, this stuff doesn’t need to feel icky. It doesn’t need to be cliche/dull. The title of this is for Google. We could call it ‘staying connected with your people’. There are artists who do this really beautifully. Some of the artists I love, folks like Juliana Hatfield, Jane Siberry: artists through and through. They make stuff, they share stuff, they sell stuff; art, music, things they love. You can do the same.
Building a fanbase or connecting with your people as a singer and musician in the UK takes some time, some consistency, and a bit of strategy. Whether you’re just starting out or looking to connect with new people, there are multiple ways to connect and grow your fanbase/friends. Here’s a guide to help you navigate the process.
1. Play Live and Network
Of course, live performances are one of the most effective ways to build a fanbase and create a loyal audience. Playing in front of real people allows you to make a personal connection and showcase your talent.
- Be memorable – This is the best advice, create something beautiful, unforgettable, what can you do that others don’t do? Maybe playing places other people don’t play. Similar to pop up kitchens, artists need to think outside of the box.
- Gig regularly – Play at local venues, open mic nights, and community events to gain exposure.
- Support bigger acts – Opening for established artists gives you instant credibility and a ready-made audience.
- Apply for festivals – Events like The Great Escape, Glastonbury Emerging Talent, and BBC Introducing Live are fantastic platforms for exposure.
- Collaborate with other musicians – Networking and working with other artists can introduce you to their audience and vice versa.
- Gently network – Don’t be desperate or an asshole. Listen. Know your ‘elevator pitch’ (identity).
2. Build a Strong Online Presence
In today’s digital world, an online presence is essential for any musician. The key is to be consistent and engaging but any presence is better than none. Even if you focus on just one platform to start with.
- YouTube & TikTok – Post performances, covers, behind-the-scenes content, and music snippets to attract fans.
- Instagram & Facebook – Regularly update your audience with news, live Q&As, and interactive stories.
- Website & mailing list – A website makes you look professional and a mailing list helps keep fans updated on gigs and new music. It also helps you know a bit more about your fans.
- Streaming platforms – Upload your music to Spotify, Apple Music, and Bandcamp. Submit to playlists via Spotify for Artists and reach out to independent playlist curators.
- You already have a network – Let your friends and work colleagues know what you do, you can even ask your work place if you can present your work at meetings etc. it may feel weird but if they say no they say no, nothing is lost.
3. Get Media and Radio Coverage
Press coverage can significantly boost your reputation and help new listeners discover your music.
- BBC Introducing – Great place for beginners to upload their music to get some airplay!
- Local and online radio – There are so many community and local stations that often support independent artists. Smaller radio stations are seeking content, so make their lives easy for them with a good story and interview!
- Music blogs & magazines – There are so many publications, particularly niche publications which can connect you with your audience – do some research. Perhaps there are magazines you buy yourself?
- Podcasts – Reach out to independent music podcasts for interviews and features.
4. Collaborate and Cross-Promote
Collaborations can expose your music to new audiences and create exciting creative opportunities.
- Feature on other artists’ tracks – Sing on another artist’s song or co-write with them.
- Work with YouTubers & influencers – Many content creators look for music to feature in their videos.
- Join songwriting or producer sessions – This can lead to future collaborations and performance opportunities.
5. Use Creative and Alternative Marketing Strategies
Sometimes thinking outside the box can help you stand out in a crowded industry.
- Flyers & posters – Promote your gigs in local cafés, record shops, and creative spaces.
- Exclusive fan club or Patreon – Offer special content, early access to releases, or behind-the-scenes videos.
- Surprise releases & guerrilla gigs – Playing pop-up performances or using unconventional release strategies can create buzz around your music.
6. Merchandise
Merchandise can be a great way to generate income while strengthening your connection with fans. It also acts as free promotion when people wear or use your products.
- T-shirts & hoodies – Design unique apparel that represents your music and brand.
- Posters & artwork – Offer signed posters or artwork related to your album covers.
- Signed lyric sheets and poems – Once upon a time lyrics etc. were all part of albums and fans love them.
- Vinyl & CDs – Physical copies of music are still popular among dedicated fans.
- Stickers, badges, & accessories – Affordable items that fans can collect and share.
- Limited edition & exclusive items – Special edition merch can create urgency and exclusivity.
- Meet the band – attend soundcheck, eat dinner with the band etc.
- Sell through gigs & online – Have a merch table at shows and an online store on your website or platforms like Bandcamp and Etsy.
There is no limit to the opportunities you can create with merchandise.
7. Apply for Funding and Industry Support
Financial support and industry backing can provide crucial resources to help you develop your music career.
- PRS Foundation – Offers funding for emerging artists.
- Help Musicians UK – Provides financial assistance and mentoring.
- Arts Council England – Grants available for music projects and development.
- Sync licensing – Getting your music featured in films, TV shows, or adverts can generate income and increase exposure.
8. Connect with Brands and Seek Sponsorships
Brands can provide musicians with financial backing, resources, and promotional opportunities in exchange for visibility.
- Amplification and exposure – Brands have established audiences and advertising budgets that can help you reach new listeners.
- Financial support – Sponsorships can help fund recording sessions, tours, and promotional campaigns.
- Collaboration opportunities – Some artists incorporate brand names or qualities associated with brands in their songwriting to create mutually beneficial partnerships.
- Know your fanbase – Brands want to connect with the right audience, so having an engaged following, even a small one, makes you a more attractive partner.
- Consider record labels – While major labels are difficult to sign with, small labels are a lot easier. Each label offers different opportunities, so research what fits your needs.
Final Thoughts
Growing a fanbase as a musician in the UK requires a combination of live performances, digital engagement, media exposure, and strategic networking. While social media can be a useful tool, there are plenty of ways to promote your music without relying on it. Focus on what works best for you and stay consistent with your efforts. With patience and persistence, you’ll build a dedicated audience who truly connects with your music.
If you’re an adult singer building your artistry and your audience, I can support you. I work as a London vocal coach and online vocal coach for adults, specialising in expressive vocal coaching and artist development for singers. If you’d like help shaping your voice, your identity, or your next steps, get in touch and book a session.
