How to Promote Your Unsigned Band Without Sounding Like Everyone Else

Cut through the noise with personality, not polish

Every day, timelines are filled with the same posts. “New single out now.” “Check us out on Spotify.” “Big things coming.” Scroll, scroll, scroll. As an unsigned band, blending into that noise is the quickest way to be ignored — no matter how good your music is.

The trick isn’t being louder. It’s being different. And the best way to do that is by sounding like a person, not a press release.

Start by talking like you actually talk. If you wouldn’t say something out loud to your mates, don’t post it. People connect with honesty, humour, curiosity, vulnerability — not polish. Saying “We’re stupidly proud of this one, it nearly broke us” is far more powerful than “Out now on all major platforms.”

You don’t have to shout “GO STREAM THIS” in every post. Instead, tell a story. What made you write the song? What was the moment in rehearsal when it finally clicked? What did it feel like hearing it finished for the first time? These are the things that draw people in — and they work way better than links alone.

Put yourself in your follower’s shoes. What would make you stop scrolling? Usually, it’s something real. A behind-the-scenes clip, a lyric that hits, a moment of chaos on tour, a photo from a gig that shows pure joy or total exhaustion. Show the moments people don’t expect — not just the highlights.

You don’t have to be funny if you’re not a funny band. You don’t have to be mysterious if you’re not naturally aloof. But you do need to know who you are — and reflect that in everything you post. Your personality is your brand, whether you’ve defined it yet or not.

Don’t be afraid to repeat yourself either. Most people miss the first three times you post something. That’s not a failure — that’s just the internet. If you’ve got a new single out, don’t say it once and move on. Find five different ways to talk about it. Play a snippet. Share the artwork process. Post a bad take. Answer fan questions about it. Extend the life of what you worked hard to make.

And finally — be generous. Promote the bands you love. Share the playlists you’re added to. Shout out the people who support you. Your fans will feel the difference between someone trying to get attention and someone who’s genuinely building something.

When you stop trying to sound like a brand and start sounding like you, your posts hit harder. Because people aren’t just buying into your music — they’re buying into you.