Content Marketing in the Performing Arts: How it Benefits Artists

On November 2, 2022, singer Natalie Jane uploaded a TikTok of her and a friend covering Gnarls Barkley’s hit song “Crazy”. Their performance went viral on the app, garnering 18.4 million likes and 134.7 million views. The first time I watched this video, I couldn’t get it out of my head. I was so impressed with their voices and found myself eager to learn more about them. As simple as it sounds, Natalie’s post is an example of content marketing in the performing arts.

Content marketing is a strategy that focuses on creating specific content with the intention of attracting and holding the attention of a particular target audience. Compared to different, more traditional marketing strategies, content marketing simply provides relevant information that often entertains and communicates with the audience, giving them the desire to return to your content.
In contrast, traditional marketing often involves directly pitching one’s product or service. Additionally, this type of content can be like spam, as much of it is straightforward advertising. There are several reasons why content marketing is the best strategy for artists when considering the business side of performing arts. Let’s take a brief look at them!

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