Using Social Media to Launch Your Music Brand

BY: Liam Pendergrass

Most music students today are digital natives—navigating social media platforms with ease, creativity, and style. At Inside Music Schools, we see that as an incredible advantage. Socials aren’t just for fun—they’re a powerful tool to showcase your talent, tell your story, and connect with the broader music community. Whether you’re a performer, composer, producer, educator, or administrator, your online presence can open doors, foster connections, and build a foundation for your music career and profession.

As a gigging musician for thirteen years, I’ve watched the social media landscape evolve dramatically. And while trends come and go, a few key principles have stayed consistent—principles that helped me grow as both a solo artist and a backing musician. In this blog, I’ll break down five essential ideas to help you use social media strategically and authentically as you build your music brand.

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Five Ways to Build Your Music Brand Through Social Media

1. Building a Brand

All of your favorite brands—from sneakers to guitar straps—have a presence on social media, and your artistic career deserves the same treatment. Every musician or music professional has a public image, and today, social media is the most powerful tool for shaping that image. Young or new musicians and professionals especially have a unique opportunity, as they have full control over their online image on any platform. Other brands may even take note and want to be a part of your brand image.

Your profiles can communicate your aesthetic, talent, values, and unique perspective. Whether you’re a performer posting clips from rehearsals, a composer sharing your process, or an educator offering insights, your content can create a clear sense of who you are.

Try this:

• Choose 2-3 themes or values you want your profile to reflect (e.g., collaboration, creativity, discipline).
• Create a consistent look and tone across your platforms.

2. Networking

Social media is still, at its core, about connection. As a musician, you can use it to build relationships across the industry—locally and globally. Connecting with fellow musicians, composers, music teachers, producers, or booking agents can open up collaborative opportunities and expand your reach.

A meaningful comment, a shared post, or a quick message can lead to your next gig, mentorship, or collaboration. Don’t underestimate the power of a well-timed DM or the cumulative effect of engaging with people you admire.

Try this:

• Follow 10 people in your field who inspire you.
• Engage with at least one post per day.

3. Booking

Back in music school, we weren’t taught to use social media for bookings—but today, many venues, festivals, and collaborators will check your Instagram before your website. Socials have become a one-stop shop for learning about an artist or professional. Sharing various types of content, including images, videos, unique perspectives, events, and unexpected collaborations, can give followers a one-of-a-kind view into your music.

Even if you’re not a performer, showcasing your work as a producer, arranger, teacher, or engineer can draw attention from prospective employers and partners. Just make sure your profile looks polished, updated, and easy to navigate.

Try this:

• Add a booking contact or link-in-bio to your profiles. 
• Highlight your work in pinned posts or story highlights.

4. Learning Tool

Sure, social media can be a time sink—but it can also be one of the best tools for staying sharp, informed, and inspired. Follow music educators, producers, and fellow students to stay updated on techniques, tools, trends, and industry news.

You can also use platforms to research events, venues, or collaborators, especially when you’re planning a tour, applying to a program, or preparing for a recording session.

Try this:

• Curate your feed to include accounts that educate and inspire.
• Bookmark posts that include practical advice or new tools.

5. Creative Outlet

One of the most exciting parts of social media is how it allows you to experiment creatively. Whether it’s arranging trending audio clips, offering educational content, or blending visuals with your music, social platforms give you a space to try things out, show the world who you are, and share your unique musical perspectives.

For students in music business, production, or education, think about how you can compellingly tell your story. Maybe it’s a behind-the-scenes look at your workday, an explainer video about a music concept, or a short series that follows a project from start to finish.

Try this:

• Post a mini-series of 3 clips introducing yourself and your work.
• Use Instagram Reels or TikTok to share your process or ideas.

Choosing the Right Platform

Not all social media platforms serve the same purpose, and each requires a slightly different approach to content. If you’re short on time, choose one or two platforms in which you can execute well, and expand over time to additional platforms where it makes sense to connect with your ideal audiences.

Here’s a quick guide:

Platform	Best For
Instagram	Personal branding, short performances, visual storytelling
TikTok	Discovery, trend-based content, personality-driven clips
YouTube	Long-form performances, tutorials, or interviews
LinkedIn	Networking with educators, institutions, and industry leaders
X/Twitter	Niche commentary, music news, industry updates
SoundCloud/Bandcamp	Sharing full tracks and building a listener base

Your Next Step to Building a Sustainable Music Brand

Social media might seem like a side project—but for today’s aspiring music professionals, it’s a central part of building a sustainable music brand and career. From showcasing your work and connecting with industry leaders to learning and experimenting creatively, every post can bring you closer to your goals.

Try this challenge:
Create a 3-post series this week:

1. Introduce yourself and your musical goals.
2. Share a clip or project you’re proud of.
3. Post a reflection on what inspires you as a musician or music professional.
   Tag @InsideMusicSchools—we’d love to see it!

And remember: if you want expert guidance tailored to your goals, Inside Music Schools offers personalized music industry consulting. From school admissions and career coaching to networking strategies and interview prep, we’re here to help you chart your unique path.