We’ve seen it work its magic for fringe acts, rock stars, punks, wild artists and many lesser-known talents – but guerilla music marketing for pop music? Surely that’s an oxymoron?! How could a marketing tactic rooted in counterculture ever work for something so mainstream?
Well, it’s not impossible. Or even that rare, once you define what guerilla marketing actually is. Using guerilla music marketing for pop acts can be unbelievably effective, to the point where it becomes a cultural phenomenon in itself – but like so many things in music, it’s a risk.
When done right, it can be a huge part of what makes a music PR campaign great.
Let’s find out more. But first…
Wait – what do you even mean by “guerilla marketing”?
Guerrilla marketing uses the element of surprise to command attention, often by highly unconventional means. Think “shock and awe” more than “slick and polished”.
Guerrilla marketing often relies on an in-person encounter, with a smaller budget than other marketing tactics. It often goes for a very specific target audience, or focuses on dominating smaller pockets of audiences rather than mass appeal. It’s a rough and ready approach that relies on a great idea rather than a flawless execution.
Very artsy, very fun – but also very easy to get wrong. But get it right, and it can make headlines for all the right reasons, along with becoming a social media sensation.
Anyway, back to the main stuff: can this raw, rough, rock ‘n’ roll method of marketing work in the glitzy world of pop?
Can guerilla music marketing work for pop?
The pop music scene is all polished beats and carefully crafted personas. It seems like the last place you’d find guerrilla marketing, but it does happen – and basically all the time! Some of us hear about it, some of us don’t, and that’s because the audience is always very carefully selected and targeted for maximum effect.
Know thy audience
Guerilla marketing relies on doing as much as possible with as little as possible. Maximum bang for buck. And getting this requires a deep knowledge of your audience – not just their age or location, but what makes them tick.
Pop fans are… Well, they’re fanatics, by definition. So understanding what resonates with them is the key to success. This is relatively easy now in the age of social media; just check for dance trends on TikTok, find songs that hit the right spot for your act, and see what trends are coming up – but the trick here is not to emulate. You’ve got to make your own thing happen. Something novel, unpredictable, wacky.
When the world of pop music zigs, it’s time for you to zag. Go against the grain and stick out like a sore thumb. That’s how you generate buzz and attention. But you’ve got to do it in a way that will strike your audience. We can’t tell you what to do here, because it’s all so variable – hire dancers to walk around London Waterloo and break out in a flash mob dance-along to your next release? Sure, that might work for a dance pop act where there’s already some buzz building on social media. But will it work for everyone?
The element of surprise
We’re all used to pop stars delivering what we expect – catchy hooks, polished performances, dazzling stage shows… But what if, out of the blue, they throw a curveball?
What if the hottest act on the planet ditched the main stage at a music festival, and went for an intimate acoustic set in a local park or coffee shop? The shock alone of seeing an S-list celebrity would be enough to grab everyone’s attention, right?
What if it happened over a course of time, like a week or two, where the star appears in unexpected places – playing tiny, intimate shows, promoting new material. Expect some headlines, lots of selfies, a ton of buzz, and all the streams you could ask for.
Surprise doesn’t have to be subversive, or confusing, or confrontational. It can simply be a joyous delight, out of the ordinary – like seeing a megastar at your local, doing a small set of songs.
The digital version
When we talk about guerilla music marketing, we’re not just talking about publicity stunts on the streets anymore. We have to consider digital PR and digital music marketing.
Some simple ideas include cryptic teaser campaigns on social media, leading fans on a virtual treasure hunt for exclusive sneak peeks at new tracks. Lead users down a rabbit hole of links, between social platforms, websites, and video hosting – until they get to exclusive content.
But you’ve got to find that sweet spot between intrigue and confusion. It can’t feel like a joke at the expense of your fans – they need to feel part of it.
Guerillas in the mix
So, can guerrilla music marketing and pop music dance in sync?
Mainstream pop acts wield enormous influence, and their moves can ignite fires. The secret sauce lies in the art of surprise, without straying too far from what makes them special in the first place.
It’s about creating a shared moment – like a confetti cannon going off in a queue for ice cream – something unexpected, exciting, and leaving the audience asking “what’s next?”.
It can definitely work, and has become a big part of many acts’ marketing strategies – like these cryptic images at tube stations, or Childish Gambino’s free ice cream popups.
Can it work for any pop act? Yes – but with varying creative methods that fit the audience. Because, when it comes to marketing music, the audience is all that matters.
Show the world what you’ve got
Urban Rebel has expanded into pop music promotion, for the most exciting emerging talent and established acts. Join the rebellion: call +44 (0) 161 298 6650 or send your message to info@urbanrebelpr.com.
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