Hi, Caitlin here.
If you’re new, this newsletter is about making arts and music marketing feel less like chaos and more like a plan. I work with festivals, venues, and creative projects across Australia, and now I’m writing down the things I usually say in meetings so more people can use them.
Last time I talked about how a lot of marketing problems are about not having a clear system. This is the next step in that conversation: how to grow beyond the same faces you already know.
If you’ve been posting for months and still feel like you’re shouting into the void, you’re not alone. It’s easy to fall into the loop of making more content, running more shows, releasing more tracks – all while wondering why the same 50 people are engaging.
Growing beyond your existing circle takes intention. Not just “being consistent” but making decisions that give strangers a reason to care. You don’t just stumble into a wider audience – you build one.
Here’s where to start:
Know exactly who you want
Not “music lovers” or “festival goers” – actual humans you can picture. Where do they hang out? What else do they care about? What do they need to see before they’d spend their money or time on you?
Give them an entry point
A free show. A short video. A sample. Something that lets them say “I’m curious” without having to commit.
Make it easy to stick around
Once they’ve found you, what’s the next step? Follow you? Sign up to something? Tell a friend? If you don’t lead them somewhere, they’ll wander off.
Use paid ads strategically
Organic reach is unpredictable. Ads let you find the right people and test what actually makes them click, watch, or buy – without waiting six months to see if the algorithm likes you.
Audience growth = structure, clarity, and the willingness to play the long game. The same thinking applies when you start looking beyond your home base – whether that’s taking on new markets, testing a regional tour, or finding ways to get in front of people who don’t already know you.
If that’s something you’re working on, you’ll want to read next week’s issue – I’m diving into the data-driven approach that can make or break regional shows.
Send me an email and tell me what you’re stuck on right now – I might write about it next.
Writing this instead of making ads,
Caitlin xx