Defining your vision and your music marketing plan [Video]

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Getting a successful music marketing plan in motion begins with defining your vision and setting goals designed to get you there. These videos expand on themes from Bobby Borg’s book, Music Marketing for the DIY Musician.

Over the past eight months, I’ve written posts for Echoes that explore themes from my book, Music Marketing for the DIY Musician. From rolling out sales promotions to avoiding career killing mistakes, we’ve covered a lot of ground.

Now I’ve produced videos in an effort to further explore some of these ideas. We’ll post some of the videos here to offer insights and details related to these marketing and music promotion concepts. You can find more at my YouTube channel, and stay tuned to Echoes as we’ll be publishing more in the weeks to come.

This installment features conversations related to two fundamental pillars of your larger music marketing strategy: defining a clear concept of your musical and career vision, and doing a SWOT analysis of your business model. I’ve asked Ray Taaffe, a music artist and former student of mine, to help with the interviews to keep this conversational and help me clarify some of these ideas. Enjoy the videos!

Creating your vision

As I mentioned in the Echoes’ post “Improve your chances for a successful music career (without compromising your integrity),” “Success starts with a vision – and a vision statement. A vision statement is a declaration of where you’d like your career to be in seven to ten years down the road. With this defined and in place, it’s far easier to map out the directions for how you’re going to get to your desired destination.”

Defining your musical vision is the fundamental first step in the marketing process. By asking yourself what it is you want to achieve, you can then create a plan to execute the incremental steps you need to take to get to that final vision.

SWOT Analysis

A SWOT analysis is a traditional tool in marketing that’s used across all industries and markets. SWOT stands for “Strengths, Weaknesses, Opportunities, and Threats.” Once you’ve defined your musical vision, the next step is to identify how this vision fits within the marketplace and how to create a music marketing strategy that speaks to the need you’re delivering a solution for. It’s sometimes difficult for artists to think and operate on this level, as music is such a personal and creative endeavor, but it’s a necessary exercise in defining the next steps of your promotional plan.

Check out the other videos and subscribe to my YouTube channel for more videos like this.


BorgGuide_SmThe contents of this post are © 2014 by Bobby Borg All rights reserved. Not to be posted, printed, or used in any other way without proper attribution to Bobby Borg and Disc Makers.

Get your FREE download of Bobby’s new Disc Makers guide, The Complete Marketing Process: Creating and executing a complete marketing plan, excerpted from Bobby’s book, Music Marketing For The DIY Musician: Creating and Executing a Plan of Attack On A Limited Budget (September 2014, Hal Leonard). The book is available on the Hal Leonard website,, or at


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