What Filmmakers Can Learn from Marketing in the Music Industry

The film and music industries have long been creative cousins, sharing audience demographics, distribution challenges, and artistic sensibilities. Yet when it comes to marketing strategies, music artists have often been quicker to adapt to changing landscapes, pioneering approaches that filmmakers can learn from.

As marketing gal turned producer and writer, I've noticed how strategies that revolutionized music promotion can be powerfully adapted to film marketing. This cross-pollination of ideas isn't just theoretical—it's already happening with forward-thinking filmmakers who recognize that the traditional "make it and they will come" approach no longer works in today's content-saturated world.

Let's explore the music marketing strategies that can transform your film's reach and audience connection, complete with real-world examples of filmmakers who've successfully borrowed these approaches.

1. The Pre-Release Campaign: Building Anticipation Through Phases

The Music Industry Approach

Musicians have mastered the art of the multi-phase release strategy. Rather than simply announcing an album and dropping it, artists create anticipation through a carefully orchestrated sequence:

Teaser Phase: Cryptic social posts or imagery that hint at new material
Announcement Phase: Official announcement with key artwork and date
Single Releases: Strategic drops of 2-3 songs before the album
Behind-the-Scenes Content: Studio footage showing the creative process
Pre-Save Campaigns: Encouraging fans to queue up the music before release

This phased approach keeps fans engaged for weeks or months, building momentum rather than concentrating all marketing efforts at a single moment.

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Video Sourced by Ryan Ng Films

Film Adaptation: The Phased Release Strategy

Case Study: Ari Aster's "Midsommar"

The marketing for A24's "Midsommar" borrowed heavily from music industry playbooks:

First, they released cryptic, aesthetically consistent posters featuring flower imagery
Then came a 15-second teaser showing nothing but flowers and eerie sounds
Next, a longer trailer that revealed more plot elements but maintained mystery
Following that, carefully curated behind-the-scenes stills and filmmaker interviews
Finally, limited screenings in key markets to build word-of-mouth before wide release

This staggered approach created continuous conversation rather than a single spike of interest that quickly faded.

How You Can Adapt This:

Even with limited resources, independent filmmakers can create a phased release strategy:

Create a content calendar that maps out what you'll release and when
Develop assets for each phase (teasers, stills, crew interviews, etc.)
Consider releasing a short "prequel" scene as a standalone piece
Build in time buffers to adjust strategy based on audience response
Use each phase to capture different audience segments

2. The Community-Building Approach: Fans as Collaborators

The Music Industry Approach

The modern music industry has largely shifted from seeing fans as passive consumers to active community members. Artists like Billie Eilish and Twenty One Pilots don't just release music—they build dedicated fan communities with shared terminology, inside references, and collaborative opportunities.

These artists:

Create community-specific language and symbols
Encourage fan art and remixes
Set up exclusive communication channels (Discord servers, subscription clubs)
Incorporate fan feedback into creative decisions
Recognize and spotlight community members

Film Adaptation: The Participatory Audience

Case Study: Issa Rae's "Insecure"

While technically a TV series, Issa Rae's approach to audience engagement offers lessons for filmmakers. Rae:

Hosted weekly Twitter discussions during episode airings
Created behind-the-scenes podcasts that acknowledged fan theories
Collaborated with fans on playlists featuring music from the show
Hosted virtual script readings with audience Q&As
Incorporated feedback into character development in subtle ways that made fans feel heard

This approach transformed viewers from passive consumers to invested stakeholders.

How You Can Adapt This:

Create opportunities for audience participation during development
Share mood boards and invite feedback on visual direction
Host virtual production diaries that bring fans into the process
Create community-specific terms or references for your film world
Consider crowdsourcing elements that won't compromise your vision

3. The Direct-to-Fan Model: Controlling Your Distribution Destiny

The Music Industry Approach

Musicians have pioneered direct-to-fan relationships that bypass traditional gatekeepers. Artists like Chance the Rapper built careers through:

Self-released work on artist-owned platforms
Tiered support options (from basic streaming to deluxe packages)
Direct email marketing to highly engaged lists
Community-exclusive content and experiences
Bundling strategies (merchandise + music packages)

This approach gives artists both creative control and greater revenue per fan—a powerful combination that has transformed the economics of music careers.

Film Adaptation: The Filmmaker-Owned Distribution Model

Case Study: David Lowery's "A Ghost Story"

While A24 ultimately distributed this film, director David Lowery's approach to building his audience beforehand demonstrated the power of direct connection:

He maintained a personal blog documenting the filmmaking process
Created a direct email list of fans from previous projects
Offered early access screenings to subscribers
Produced filmmaker commentary tracks available exclusively through his website
Bundled merchandise items with digital screening access

This hybrid approach maintained the benefits of traditional distribution while preserving the direct audience relationship.

How You Can Adapt This:

Build and nurture your own audience email list from day one
Consider hybrid distribution models that include self-distribution components
Create premium direct offerings beyond the film itself (commentary tracks, exclusive Q&As)
Develop merchandise that extends the film experience
Offer bundled packages at different price points to maximize per-fan revenue

4. The Collaborative Cross-Promotion Strategy

The Music Industry Approach

Musicians have long understood the power of collaboration as a marketing tool. When artists feature on each other's tracks, they effectively share audiences. This practice:

Introduces artists to pre-qualified new listeners
Creates built-in cross-promotion opportunities
Brings fresh creative elements to both artists' work
Generates news-worthy content for media coverage
Builds valuable industry relationships

Film Adaptation: The Creative Collaboration Network

Case Study: The Duplass Brothers

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Mark and Jay Duplass have masterfully adapted this music industry approach to independent film:

They regularly appear in other filmmakers' projects as actors
Produce films for emerging directors who align with their sensibility
Create anthology projects that bring together multiple creators
Cross-promote collaborators' independent projects
Build a recognizable "extended universe" of related creative voices

This approach has created a powerful network effect that amplifies each individual project.

How You Can Adapt This:

Identify filmmakers with complementary aesthetics and audiences
Create shared universe short films or collaborative anthologies
Guest direct episodes of web series in exchange for promotional support
Develop "split" projects where two directors create connecting stories
Formalize cross-promotion arrangements with other creators

5. The Content Ecosystem Approach

The Music Industry Approach

Modern musicians understand that their songs are just one element in a broader content ecosystem. Artists like Taylor Swift and The Weeknd create:

Music videos that extend the song narrative
Behind-the-scenes content showing the creative process
Lyric videos as secondary promotional assets
Acoustic versions and remixes to extend release cycles
Documentary content about their creative journey

This ecosystem approach gives fans multiple entry points into the artist's world and extends the lifespan of each release.

Film Adaptation: The Expanded Film Universe

Case Study: Barry Jenkins' "Moonlight"

Director Barry Jenkins created an expanded content ecosystem around "Moonlight" that included:

A dedicated visual Tumblr showcasing the film's color grading and cinematography
A choreography featurette highlighting the movement direction
A score release strategy that positioned the music as a standalone artistic work
Short film "preludes" focusing on individual characters
Script excerpts annotated with directorial notes

This ecosystem approach provided multiple entry points for different audience segments and extended the film's cultural presence.

How You Can Adapt This:

Plan your film's content ecosystem during pre-production
Identify elements of your film that could become standalone content
Create content that appeals to different segments (cinephiles, casual viewers, etc.)
Develop a release calendar that extends beyond the film itself
Repurpose existing assets in creative ways to maximize resources

6. The Data-Driven Audience Development Approach

The Music Industry Approach

Music marketers excel at using data to refine their audience targeting. They:

Analyze streaming data to identify geographic hotspots
Test different visual assets to optimize engagement
Build lookalike audiences based on core fan demographics
Target ultra-specific interest intersections
Continuously refine audience models based on response data

This approach allows even niche artists to find their audience with remarkable precision.

Film Adaptation: Precision Audience Targeting

Case Study: Blumhouse Productions

Blumhouse has revolutionized horror film marketing through precision targeting:

They use digital marketing to target highly specific audience segments
Test multiple trailer cuts against different demographic groups
Analyze social media engagement to identify potential audience clusters
Adapt marketing messaging based on real-time performance data
Allocate marketing resources to the highest-performing audience segments

This approach has allowed them to market films more efficiently than studios with much larger budgets.

How You Can Adapt This:

Use Facebook's audience insights to identify potential viewer clusters
Create multiple versions of key assets (posters, trailers) for testing
Set up pixel tracking on your film's website to build remarketing audiences
Analyze which scenes or moments from your trailers drive the most engagement
Reallocate resources to the highest-performing channels and messages

7. The Superfan Mobilization Strategy

The Music Industry Approach

Musicians excel at identifying and activating their most passionate supporters. Artists like BTS have built careers by:

Creating special experiences for top-tier fans
Providing superfans with shareable content packages
Recognizing and rewarding audience evangelists
Developing insider terminology and references
Offering escalating levels of access and exclusivity

This approach turns passive supporters into active advocates who amplify marketing efforts.

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Video sourced by Rob The Bank

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Film Adaptation: The Advocate Activation Model

Case Study: "Everything Everywhere All At Once"

A24's campaign for the Daniels' film masterfully activated superfans:

They identified early supporters at festival screenings
Provided them with unique, shareable visual assets
Created special screenings with expanded experiences
Developed highly distinctive merchandise that served as conversation starters
Recognized and amplified fan theories and interpretations

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This approach helped transform an unusual, genre-bending film into a cultural phenomenon through the power of activated audience advocates.

How You Can Adapt This:

Identify potential superfans during early screenings
Create special "ambassador" packages with exclusive assets
Recognize and spotlight audience members who actively promote your film
Develop limited-edition items that signal "insider" status
Create opportunities for superfans to connect with each other

Services We Offer to Help Implement These Strategies

At Kere Media, we specialize in helping filmmakers adapt these music industry strategies to their film marketing campaigns. Our services include:

Content Ecosystem Planning: Mapping out your entire content strategy from pre-production through distribution
Phased Release Campaign Design: Creating and executing multi-stage marketing plans that build sustainable momentum
Community Building Tools: Developing the platforms and strategies to nurture a direct audience relationship
Cross-Promotion Facilitation: Connecting filmmakers with complementary audiences for mutual benefit
Data-Driven Audience Targeting: Identifying and reaching your most receptive potential viewers

Conclusion: The Convergence of Film and Music Marketing

The lines between film and music marketing continue to blur. The most successful independent filmmakers are those who recognize that today's audience expects the same level of engagement, access, and community that they've grown accustomed to from their favorite musical artists.

By borrowing and adapting strategies from the music industry, filmmakers can:

Build more sustainable audience relationships
Create marketing campaigns that work with limited resources
Develop revenue models that are less dependent on traditional gatekeepers
Extend the cultural lifecycle of their projects
Transform passive viewers into active advocates

The film industry's traditional marketing approaches were developed for a different era. By looking to our creative cousins in the music world, we can discover new paths to connect our stories with the audiences they deserve.

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