El Dorado Eloi Music Marketing

Business Plan

Executive Summary: El Dorado’s music is made with the intent to be influential and relatable,
his current goal is to reach an average of 1,000 listeners. The music is inspired by Earl
Sweatshirt, Griselda records, and Painters.

Strategic Focus: After months of interning at a concert promotion company and observing artists
on both the global and regional level I’ve developed a plan based on the way many of these
artists market their music. This plan isn’t going to make you an overnight celebrity, it’s a long
and hard process that could take years to manifest. It works best as a framework for artists to
share and spread their music in a more effective way. I can’t guarantee that it’ll give you the
results you’re looking for, but I can say that it’ll give you the best chance in everything outside
of the music.

Key Points/ Opportunities: The key here is effort. Your career will only go as far as you’re
willing to push it. This plan will get your music to the listeners, it’s up to you as the artists to
make sure that they’ll want more of what they hear.

Internal
From El Dorado’s last two projects (SKORCHED and the Halin produced tape) I’d place you in
the same lane as artists like Earl Sweatshirt, MIKE, Mavi, and Maxo. Meaning there’s a market
for your music, but it’s often underground and harder to reach without an assist. In my opinion
your music has the ability to draw people in, but you’re not doing enough to sell the concept. In
today’s music industry good music alone can’t grow you an audience, you also have to sell
listeners on your message and the persona behind the music.The best way to do this is to be
active and authentically yourself on social media while providing as much quality content as you
can in addition to the music. There’s different ways to do this, and do what makes you
comfortable, but to me this looks like: creating music videos, posting pictures with your lyrics as
the caption, posting stories of yourself as you go through the creative process, posting
screenshots of new artists you’re listening to, sharing snippet videos of new music you plan on
releasing, and most importantly publicly engaging with creatives and fans that support you. The
key to building a fan base is starting with the people that already support you like your friends
and family. Posting actively let’s them know that you’re taking music seriously and passionate
about what you’re doing. Publicly engaging with your community entices new fans into buying
in, while allowing long time supporters to still feel apart of the building process. It also opens up
your network and gives you more of an opportunity to get noticed by an influential person who
can make all the difference in your career. The plan here is to show listeners who you genuinely
are as an artist and what the music means to you. It may take a while to catch on, but it’s the only
way to grow an authentic fan base that stays with you as you will yourself towards your goals.
El Dorado Eloi Music Marketing
Business Plan

External
The music industry is more accessible and open than it’s ever been before because of the rise of
the internet and its many platforms. There’s now thousands of outlets to introduce new listeners
to your music, and the key is to play to your strengths. As I mentioned before your past two
projects lead me to believe that your target audience won’t necessarily be looking for new music
on the radio, but in the deeper music communities throughout the web. This means that you
might have to work a little harder to reach them, but they’re fans that will appreciate your music
as an art opposed to something that they can just party to. These sorts of listeners are usually fans
of hip hop culture in general, so it wouldn’t hurt you to send your work out to established music
communities in hopes of engaging with their audience. Taking the time to reach out to outlets
like DJ Booth and HipHopDX, smaller Instagram music accounts ie. (@findnewvibes,
rapsalchemist, therapsynthesizer), smaller reviewer accounts ie. (@metabritic, musicterritory,
rapmusicxs), and youtube reviewers ie. (shawn cee, the needle drop) could help spread your
music within their communities. Being authentic and honest when messaging these outlets and
asking them to listen to your project is a great first step in gaining new fans and receiving critical
feedback. The key here is to take a shot on yourself; many of these outlets may not be receptive
to your messages, but the ones that are will make all the difference. Another way to actively
spread your music is by making sure your projects are on every and any music listening platform
you come across. I’ve seen your projects on SoundCloud, but you’re missing the opportunity to
build audiences on Spotify, Apple Music, Youtube, Audio Mack, and several others. Give
yourself as many opportunities as possible to gain a new fan. You could also do this by
networking at smaller concerts, showcases , and open mics if you’re willing. I’m not sure if you
perform or not, but even if you don’t going to these events is a great way to support creatives you
might look to build with, and meet people who can teach you ways to grow your success.

Marketing Program:
● People- Fans of hip hop, listeners who invest time into discovering new artists and
appreciating their art. Mostly apart from mainstream radio (underground online music
communities)
● Product- El Dorado’s music and narrative
● Price- Free for now as you look to build value
● Placement- Social Media: Instagram, Twitter, Facebook, and Youtube.
Music Platforms: Soundcloud, Apple Music, Spotify, Audio Mack, Tidal, etc.
● Promotion- Reaching out to social media accounts, youtube accounts, and established
music outlets.
El Dorado Eloi Music Marketing
Business Plan

Implementation- After researching artist that influence you certain things became evident. Artists
on Griselda records like Benny the Butcher and Westside Gunn believed in their vision and
grinded for a little over half a decade to build an audience by performing shows, building
industry connections, and actively promoting their music on social media. And they’re still
working to build their brand to higher levels. Earl Sweatshirt started his career quicker through
social media, shock factor tactics, and connections with other creatives; and though he’s widely
popular today, he’s still working to remove himself from the early narratives he pushed in the
beginning of his career. The takeaway is that there’s no one way to build an audience in the
music industry, you just have to be true to yourself while putting in the effort and staying patient.
This business plan are all recommendations I’ve found to be successful for many artists in
today’s music industry, but being true to what you want to do in your career is the only way to
sustain success in music. I hope these tactics can be used to help you achieve your goals, and do
more to establish your vision. I wish you all the luck!

Eloi Music Marketing