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How To Promote With Emotions (And Why)


Published by The Supreme Team on August 24, 2020

This post by Leonard Patterson is an updated version from IndieBandCoach.com


Now more than ever, it’s not just enough to show up. You have to stand out. As we all know, the pandemic has leveled the playing field to where your “stage” is literally the same size as everyone else’s. All of your fans and the ones following artists on major labels are all being viewed on mobile devices, laptops, and tv screens.

So how can you shine above the rest?

One of the main points of a recent masterclass I attended focused on the difference between literal and emotional communication on Soundcloud and Spotify.. and of course that got me to thinking about how it relates to music and musicians.


Here’s the thing, we’re all different in very unique ways, but unless we’re careful, all of our “stuff” will start to sound the same as the next artist or band. 

Just keep this in mind though: Most bands and artists you know are trying to grab the attention of fans online at this very moment. Some of them have larger fan bases and maybe even more money to spend on ads. But don’t let that stop you, because what you have (now) is a roadmap to better communicating with them.

Harvard Business School professor Gerald Zaltman claims that 95% of our purchasing decisions are made subconsciously. This means that your decisions are mostly being made on an emotional level.

So how can we use this in our promotional messages?


Let’s talk about promotion literally. When artists or companies advertise, it’s typically a literal example; meaning that the calls to action and content is primarily talking about the event itself. When we focus on what our fans will get out of it, we can start painting the picture of the emotional payoff they get if they attend.

Literally speaking…

  • Example 1: “Check us out at Indie Tavern where we’ll be playing all the hits! Come out this Friday, show starts at 10pm!” Or…

  • Example 2: “I’m going live at 8-9pm on Facebook playing all originals! Come join me!

Those messages are informative and needed to get the details of your show out to your fans. There’s nothing wrong with them!! But what would happen if you started to talk and communicate in benefits to your fans instead of the features of your event?

Emotionally speaking…

  • Example 1A: “Leave stress at the office and enjoy a trip down memory lane this Friday at 10pm! It’s a classic rock party at Indie Tavern and you’re the guest of honor.” Or…

  • Example 2A: If you’re tired of all the negative news online, join me on Facebook Live at 8pm. We’ll pour a worry-free glass of whatever you’ve got and I’ll provide the music!

Focus on how your fans will FEEL vs. just what you’re going to do. In fact, think about it as a template to use as a starting point.

As humans we do one of two things with every decision and action we take. We either move AWAY from pain or TOWARDS pleasure. Those are universal reactions, and can be what ties your message into what people relate to. You can then add in the specific feelings, emotions, and experiences that are unique to you and your music.


If we take the first emotional example and break it down, it can easily be turned into a “mad lib” style caption that you can customize. Give this a try…

“Leave stress at the office and enjoy a trip down memory lane this Friday at 10PM! It’s a classic rock party at Indie Tavern and you’re invited.”

  • Leave (1)_________________ [stress at the office, kids at home, boring nights alone] 

  • Enjoy (2)_______________________ [a trip down memory lane, a fun night on the town, a 3-hour vacation from your worries] this Friday at 10PM!

  • It’s a (3) ________________ [classic rock party, romantic evening of smooth jazz, a crazy 80’s night] and you’re invited.”

If we’re looking at it even more simply from the point of pain vs. pleasure, it could be summarized like this.

  • Describe a common PAIN or negative situation your audience might want Soundcloud promotion real to leave.

  • Describe a PLEASURE they might want Soundcloud promotion real to move towards (*keep it clean now*).

  • Try to highlight the type of experience and/or genre your audience could expect. 

Again, this is just an example, and it can also pertain to your music. It doesn’t have to just be about events. But how can you focus on the feelings and describe the emotion around what you’re promoting?

When we realize that our shows and why we want Soundcloud promotion real people to attend them should really be ABOUT THEM, we can start to stand out from the online crowd.


Leonard Patterson is the Content Marketing Lead at The Artist Collective, a former front-man for a 6-figure party band, a booking agent ,and certified digital marketer. Helping artists up their content game so they can get back to the music. Grab the Livestream Checklist for tips on what to do before, during, and after you go live here.


SoundCloud Promotion

Supreme{PR} is a Texas based Organic SoundCloud Promotion Agency with a focus on music promotion streaming platforms like Soundcloud and Spotify. We generate real engagement through our partnerships with the largest promotion networks. Supreme{PR} provides 100% transparent Soundcloud promotion services and remarkable customer Soundcloud promotion service. 


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SoundCloud Reposts

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SoundCloud Streams

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Interview Submissions for Musical Artists:

  • Reposted to thousands of our FB, INSTA, TIKTOK, and TWITTER followers.
  • Added to HUM Music Blog (https://thehum.us/)
  • 24-hour Featured Artist Free Interview on our home page.
  • Streams from our website and SoundCloud playlists.
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  • If you don't use a real email we can't add you.
  • URL must be formatted like: https://soundcloud.com/user/song (Leave off the mobile "m." )
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  • How do Reposts Work?
    1. Your song is distributed to our network of SoundCloud Influencers.
    2. Our Influencers have between 10k – 500k followers each.
    3. Influencers repost your song to their followers.
    4. Followers may (or may not) choose to play, like, comment, or repost your track.
    5. The better the track, the better it will perform.
    6. You can monitor your engagements in SoundCloud Pulse or Notifications.
    7. Reposts stay active for 48 hours.
    8. To see an example of a repost schedule click here.
  • What are you going to do for me?
    We give your release a boost by getting it in front of a real audience. We provide you with a "first wave" of engagement that you may not be able to get otherwise. What happens next is up to you and your music.
  • How long do reposts last?
    Reposts stay active for 48 hours. After the first 48 hours, your reposts are too far down the stream to be noticed. Removing them keeps an influencer's channel from being over-used and outdated.
  • Will I go VIRAL from one organic soundcloud promotion?
    The truth is, probably not. Unless you have the next “The Box” in your pocket, you are probably not going to blow up from one promotion. We are not going to bullshit our clients and make false promises. Think “Brand Building” not “Overnight Sensation.”
  • Will I get noticed by labels?
    The best way to get noticed is to keep your brand in front of an audience while producing top quality material. Labels want real artists who already have a brand together, who self-promote and have a good presence on Soundcloud and Spotify. Please, don’t expect to send out some reposts and get signed. This is the most competitive business in the world.
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  • How many is a million?
    The number represents the total amount of followers your song is shared with. It doesn’t mean that your track will be reposted by a million influencers.
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    We require a minimum of 1 million reposts per song when splitting an order. The minimum order you can split between two songs is 2 million reposts.
  • Can I change the link to my song?
    Unfortunately, no. The organic Soundcloud promotion can't be forwarded. It is okay to change the title or other meta-data, just not anything that affects the link.
  • What if no one likes my music? 
    If we can't get anyone to repost your track, we will refund all of your money.
  • Are the organic SoundCloud followers real people who will become fans?
    They are fully organic, real, living people who have downloaded other music from our fangates and given the option to follow you. Once they are following you they will receive your music in their streams and it's up to you if you connect with them and build your community. This is how to turn them into "Superfans."
  • Will they immediately like my music?
    New followers are not automatic "fans" and will probably not engage your tracks right away. You have to engage them by streaming good music, following them back, comment on their stuff, and chatting with them.  Build your community.
  • How Long does it take to gain 1000?
    Once the campaign has started, you can expect 1 week per-1000.
  • How can I track the progress of a campaign?
    Watch your organic Soundcloud followers grow on the Pulse app or in Notifications on the website.
  • Can I change the link to my profile after I order?
    No. Unfortunately, the promotions can't be forwarded. It is okay to change the title or other meta-data, just not anything that affects the link.

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