Every year, a new wave of classical musicians graduates with extraordinary talent - but little to no training in digital branding. The result? Many are left to navigate the online world alone, through trial and error.
Today’s musicians wear many hats – social media strategist, web designer, brand manager, and more. Yet, despite how essential these skills have become, they’re rarely part of our formal training. That leaves many artists navigating the digital landscape through trial and error, often feeling lost in the process.
As a freelance classical contralto and educator - and now a professional in design and social media - I’ve been through this first-hand. I had to figure things out as I went, learning the hard way before eventually deep-diving into the theory behind it all. Now, I want to share a starting point for anyone in the same position.
This guide is primarily for classical musicians, but artists from all disciplines will likely find it helpful – we’re all facing similar challenges.
A Quick Note:
The digital world is constantly evolving with trends and algorithms changing regularly, and the evolution of AI. I’ve kept this post as "evergreen" as possible so that the core advice remains relevant, no matter what shifts occur in the online space.
On the point of AI, if you want to use it, use it as an assistant. Don't use it to do all the work for you - we want your authentic self at the forefront!
1. Your Personal Brand: What Is That?
Before building a website or launching social media pages, you need to define your personal brand – how you present yourself to the world. This doesn’t mean quickly creating a logo and calling it a day.
Branding is identity – it’s the impression people have when they hear your name or see your work. The reality is, whether you actively craft your brand or not, you already have one. The key is shaping it intentionally so it reflects who you are as an artist.
Your brand will evolve as your career progresses, so don’t stress too much. Start with where you are now.
What You Need to Figure Out:
Your Essence
This is the foundation of your brand – your artistic identity. Ask yourself:
What do you stand for? What are your values as a performer?
What’s your story? Why do you do what you do?
What kind of work do you want to be known for?
Who is your audience? Be specific – are you speaking to opera lovers, contemporary music enthusiasts, students, or directors?
Having clarity on these points will guide everything else.
Your Vibe (Visual Identity)
Design knowledge goes a long way here:
Learn the basics of graphic design – colour theory, typography, and layout will help you make intentional choices. Free online classes can help a lot.
Your aesthetic should reflect you. If your work is dramatic and intense, your visuals shouldn’t be pastel and playful.
Mood boards are your friend. Gather visual inspiration and keep it all in one place to better understand your style.
Your Assets
These are the building blocks of your brand:
Colours & Typefaces: Stick to a small set of colours and fonts for consistency. Pay attention to accessibility, especially with colour contrast.
Logo (Optional): If you want one, keep it simple and recognisable. Avoid AI-generated logos or Canva for trademarking – these can have legal issues. If you’re not confident with design, hire a professional.
Professional Photos: Good photos are a must. At minimum, you’ll need:
A versatile headshot
A landscape image (for banners, website headers)
An action shot (performing, teaching, etc.)
If possible, invest in a proper photoshoot. Collaborating with student photographers or people wanting to build up their portfolios can be a cost-effective option - just remember the word "collaborate" means they may also have some specific ideas of what they want from the shoot.
Your Voice (Tone & Messaging)
Your tone online should reflect your personality and work style.
What tone do you want to set? Are you warm, serious, witty, or formal?
Consider punctuation, emoji use, and your style of writing.
What keywords do you want associated with your name for SEO purposes?
Your writing should feel natural but intentional.
Your Outreach Methods
Think about how you will put your brand out into the world.
Your Website: This is your digital home. If someone Googles you, they should be able to find all the essential info quickly.
Social Media: Choose platforms that align with your work and audience. You don’t need to be everywhere; be strategic.
Print Materials: Business cards still have value in classical music! They’re great for networking at concerts and events, or even those chance encounters on public transport.
Other Methods: Consider mailing lists, collaborations, and in-person networking.
Your Brand Experience
Branding isn’t just what people see; it’s how they experience working with you.
How do you interact with other musicians, audiences, and collaborators?
What little touches make you memorable?
How do you present yourself in rehearsals, performances, and online?
Your brand experience is the feeling people get when they engage with you. The more intentional you are about this, the stronger your brand will be.
Once you define these points, you'll have a clear roadmap for your branding journey.
COMING SOON: My Personal Branding for Classical Musicians template. Stay tuned for this release.
Next, we’ll dive into the practical aspects of building your digital presence.
2. Your Website: Your Digital Home
"Do I really need a website?"
Yes, you really do. At the very least, you need a landing page – a simple one-page website.
Why? In today’s world, your digital presence is just as important as your artistic presence. Even if most of your work comes through word of mouth, people will Google you. If they can’t find a professional place with all your key information, you’re making it harder for them to hire you or collaborate with you.
Why You Need a Website:
Credibility Booster: It makes you look polished and serious about your career.
Brand Control Centre: Your website is yours, unlike social media platforms, where algorithms and trends can change.
Central Hub: It brings together your bio, media, contact info, and links to your offerings.
Marketing Funnel: Direct visitors where you want them to go – booking a lesson, buying tickets, or hiring you for a performance. Collect leads through your mailing list or contact form.
SEO Advantage: A well-optimised site increases your chances of being found online.
What Should Be on Your Website?
Start by planning your information architecture. What pages will your site have? Create a flowchart to outline the pages and how they link together.
Next, create wireframes (basic "skeletons") on paper of how you want your main pages to look. This step will save you a lot of time later once you start designing for real!
If you’re creating a Landing Page, here’s a simple structure:
Hero Section:
A strong image of you
A memorable headline
A short description (e.g., Bringing “golden” (quote from magazine, year) lyricism to your classical event)
A CTA (Call to Action) – A button directing people to book a lesson, watch a performance, or get in touch.
About Section:
A short bio
A second image of you
Media Section:
Audio/video samples of your work (ensure they’re high quality, but embed them for better loading time)
Contact Section:
A contact form (avoid listing your email for spam protection)
Footer:
Social media links
A privacy policy
An option to sign up for your mailing list
A full site allows you to expand on your work and personality. If you're creating a Full Website, consider including the following pages:
Homepage:
Clear, inviting, and visually appealing Instantly communicates who you are and what you do
A strong CTA (leading visitors toward a key action, like booking you or watching your latest performance)
About Page:
Not just a dry bio - tell your story! Why do you do what you do? What makes you unique? Keep it engaging and personal while still professional
It's a good idea to have short-form and long-form bios here which can easily be copied and pasted or downloaded.
Media Page:
High-quality audio and video recordings - embed these from YouTube etc., rather than uploading, to improve site loading speed Professional performance photos
If relevant, press quotes/reviews (you might like to put some of these on your homepage
Contact Page:
A simple, easy-to-use form
Links to your social media (if applicable)
Any relevant booking information
Extra Pages (If You Need Them):
Repertoire Page – If you have an extensive repertoire list, a separate page keeps it neat.
Events/Calendar Page – If you have a lot of upcoming performances, this is helpful. It can be difficult to keep it updated, so you might prefer to focus on listing past performance highlights here.
Lessons Page – If you teach, a dedicated page makes it easier for students to find you.
Blog or News Page – If you like writing about your work, this can help with SEO and audience engagement.
Best Practices for Website Design and UX (User Experience):
🌟 Keep it clean and easy to navigate – People should find what they need fast.
📌 Minimise clicks – The fewer steps someone has to take to get to the info they need, the better. Instead of making users click three times to reach your media, embed a featured video on the homepage.
🎨 Stick to a consistent colour palette & fonts – Follow your branding.
📱 Make sure it’s mobile-friendly – A huge percentage of people will visit your site from their phones, so make sure your website is "responsive" (adapted for different screen sizes).
⏳ Optimise for speed – Avoid huge image files that slow things down - compress them/upload as JPG rather than PNG.
🔗 Include clear calls to action – What do you want visitors to do? Contact you? Book a lesson? Make it obvious!
A well-designed website isn’t just a luxury - it’s a tool that helps you connect with audiences, hiring managers, and collaborators. Even a simple landing page can make a world of difference.
Essential things to check:
Legal requirements such as cookies and GDPR.
If you collect emails, ensure you have a clear privacy policy and consent checkbox.
Accessibility requirements, such as colour contrast, typeface sizes, touchpoint sizes (e.g. buttons) and image descriptions.
If you want some assistance with your website design, reach out and I can give you a personalised quote according to the scope of assistance you need.
3. Social Media: Choosing the Right Platforms
You don’t have to be everywhere - focus on where your audience is and the type of content you enjoy creating. Social media is a powerful tool for visibility, networking, and audience engagement, but success comes from consistency and strategy, not just being on every platform.
Choosing Your Platforms
Each platform serves a different purpose, so pick the ones that align with your goals:
Instagram – Ideal for behind-the-scenes content, short videos, and storytelling. Use Stories, Reels, and carousel posts to showcase your work and process.
YouTube – Essential for performance videos, long-form content, and educational material. Consider creating playlists to organise your content.
TikTok – Great for reaching new audiences with short-form, trend-driven content. Best for those who enjoy a fast-paced, interactive approach.
Facebook – Best for event promotion, networking with local communities, and engaging with older demographics.
LinkedIn – Useful for networking with industry professionals, sharing career updates, and showcasing expertise.
Pinterest – Useful if you create visual or educational content that benefits from long-term searchability (e.g., sheet music, teaching tips, aesthetic inspiration).
Twitter/X/Threads/Bluesky/Short-form text-based platforms – Useful for thought leadership, networking, and participating in industry conversations.
💡 Tip: If you’re unsure where to start, pick one primary platform and one secondary platform. Grow those first before expanding further.
What Should I Post?
Before creating content, be clear about your niche. Even if you have multiple interests, social media algorithms will categorise your content based on what you post most often. While you can experiment, building a focused presence helps you attract the right audience. As an artist, your niche will be probably be whatever your art form is.
Content Pillars: Finding Your Focus
Break your niche into around 3 content pillars to give your content variety while staying relevant.
Examples:
Classical Singer Niche
Life as a performer (rehearsals, gigs, routines)
Music education (teaching tips, warm-ups, technique)
Classical music appreciation (historical insights, composer spotlights)
Visual Artist Niche
Creative process (sketches, WIPs, time-lapses)
Art tutorials (techniques, materials, tips)
Inspiration (museums, travel, daily life influences)
💡 Tip: Content pillars help with consistency. When you're stuck on what to post, refer back to them.
Content Ideas & Planning
Ideas often come in bursts, so keep a running list in a notes app, spreadsheet, or content planner. Batch-creating content can save time and keep your feed active, even during busy periods.
Here are some content ideas:
Performance Clips – Post snippets of concerts, rehearsals, or practice sessions.
Behind-the-Scenes – Show your preparation process, warm-ups, or studio setups.
Q&A Sessions – Answer audience questions about your craft, career, or industry. Wait until you have started building an engaged audience before doing this - you want to be sure to have some questions to answer!
Day in the Life – Share a typical day in your career, highlighting routines and challenges.
Educational Content – Share tips, history, or insights relevant to your niche.
Collaboration Posts – Partner with other creators, musicians, or brands for cross-promotion.
Trends – Participate in social media trends that align with your niche while keeping the content valuable long-term.
💡 Tip: Save reference content in folders (Instagram “Collections,” TikTok “Favourites,” Pinterest boards, etc.) to spark inspiration later. Never directly copy - put your own spin on it.
Need a little more help? I have a full Content Calendar for Classical Musicians template pack available for purchase. You can also contact me to find out about booking a consultation call.
Growing Your Audience the Right Way
The number of followers doesn’t matter - reaching the right followers does. Engagement and real human connections are more valuable than vanity metrics. As an artist, more likely than not, you won't have a huge following, as some art forms are not always super "mainstream".
To reach the right audience:
Use location tags – Essential if you want local bookings or in-person clients.
Optimise captions – Think about what people might search for (e.g., “opera singer in New York” instead of “fun gig tonight!”).
Hashtags matter (but don’t overdo them) – Use a mix of broad (#classicalsinger) and niche (#baroquesoprano) tags.
Engage meaningfully – Comment on relevant posts, reply to messages, and build genuine relationships.
Stay consistent – Posting regularly (even once a week) is better than posting sporadically and disappearing (we all go through periods like that - don't beat yourself up when it happens!).
💡 Tip: Quality over quantity. A few highly engaged followers who actually book lessons, attend concerts, or support your work are better than thousands who scroll past your content.
Social media is a tool - use it strategically to showcase your work, build credibility, and connect with the right people.
4. Getting Found: SEO & Visibility
The most beautiful website in the world won't help your career if no one can find it. That's where SEO (Search Engine Optimisation) comes in.
What is SEO?
In simple terms, SEO is the practice of optimising your website to rank higher in search engine results. When someone searches for "classical music in [your city]" or "baroque soprano," you want your name to appear.
Why it matters:
Potential collaborators and clients often search online rather than relying solely on recommendations. Being easily discoverable increases your chances of getting work opportunities.
Simple Steps to Boost Your Visibility:
Use strategic keywords: These are the terms people might search for when looking for someone with your skills. Include phrases like "classical singer in [your city]," "voice teacher specialising in [your specialty]," or "[voice type] for hire" on your website - especially in page titles, headings, and your About page.
Regularly update your content: Search engines favor websites that are actively maintained. Add blog posts (most visitors to my website come through my blog!), performance videos, or news updates regularly. Even small updates to your repertoire list or upcoming performances can help.
Optimise your images: Name your image files descriptively (e.g., "Jane-Smith-soprano-performing-at-Carnegie-Hall.jpg" rather than "IMG1234.jpg") and include alt text that describes the image. Yes, it's extra effort (I'm not good at this myself!), but it does make a difference.
Encourage others to link to your site: When you collaborate with other musicians, perform at venues, or give interviews, ask if they can include a link to your website. These backlinks signal to search engines that your site is credible.
Create a Google Business Profile: This free tool helps you appear in local searches and you can collect reviews. Don't worry, online-only businesses can also have a profile.
Don't get lost in algorithm obsession: While SEO has technical aspects, the most important thing is creating genuine, useful content that serves your audience. Focus on quality over keyword stuffing. The best SEO strategy is to consistently share your work and insights in an authentic way.
5. Email Newsletters: Your Secret Superpower
In a world of changing algorithms and platform restrictions, your email list is a marketing channel you truly own.
Why Email Lists Matter:
Direct access to your audience: Unlike social media, where your posts might reach only a fraction of your followers, emails land directly in people's inboxes.
Keeping you on the radar: As you head out into the big wide world beyond the conservatory, it's very easy for people to forget about you. If they are on your mailing list, they are more likely to be aware of your progress and to even share your successes on other platforms.
Higher engagement rates: Email typically has higher open and click-through rates than social media posts.
Professional impression: Regular newsletters position you as organised and professional.
Future-proof: Social platforms come and go, but email has remained consistently relevant.
Building Your List:
Add a sign-up form to your website. Most mailing list platforms have embeddable forms you can put on your website, and you can also place the link in strategic places.
Offer something valuable (a "lead magnet") in exchange for signing up (a free recording, PDF guide, exclusive offers, etc.)
Collect emails at performances or teaching sessions (with permission)
Never buy email lists or add people without their consent
What to Send:
Performance announcements: Upcoming concerts, recordings, or livestreams
Behind-the-scenes content: Rehearsal insights, practice techniques, or preparation processes
Personal reflections: Your thoughts on pieces you're working on or experiences in the industry
Teaching insights: Tips that demonstrate your expertise (great for attracting students)
Industry observations: Commentary on trends or events in the classical music world
Exclusive content: Recordings, insights, or discounts not available elsewhere
How Often to Send:
Consistency matters more than frequency. Whether you choose monthly, quarterly, or concert-by-concert, stick to a schedule your subscribers can anticipate.
Simple Tools to Get Started:
There are lots of options out there, but here are a few:
MailerLite: My personal favorite for its balance of features and affordability
Mailchimp: User-friendly and a popular choice
ConvertKit: Popular among creative professionals with excellent automation features
Flodesk: Beautiful templates with flat-rate pricing
Quick Tip: Start collecting emails even before you launch a newsletter. You can always send your first one when you have something special to announce.
Conclusion & Next Steps
Building your brand and digital presence as a classical musician isn't a one-time project—it's an ongoing part of your artistic career. The good news is that you don't have to do everything at once.
Key Takeaways:
Your brand already exists - it's about intentionally shaping it to reflect your artistic identity
A professional website is non-negotiable in today's digital landscape
Consistency across all platforms creates a cohesive impression
Email newsletters provide direct access to your audience
SEO helps the right people find you online
One Small Action Today: Rather than feeling overwhelmed, choose just one thing to focus on this week:
Design a simple one-page website
Take 15 minutes to define your core values as a musician
Set up a basic email collection form
Record a short video introducing yourself and your work
Update your bio to better reflect your current artistic focus
Contact me for a personalised consultation (fee according to duration and scope of assistance)
Remember: Every established artist you admire started somewhere, and many in the upper levels of the field now have experts managing these things for them. The digital landscape may seem complicated, but approaching it one step at a time makes it manageable.
Your Turn: I'd love to hear about your branding journey. What aspects do you find most challenging? What strategies have worked well for you? Share your thoughts in the comments below or reach out directly.
If you found this guide helpful, please share it with fellow musicians and other artists who might benefit.
Comments