Before distributing music, before pitching to Spotify, before contacting a playlist curator — there is an implicit question that everyone in the industry asks when they encounter a new artist: "Who is this? What do they do? Do they actually exist?"
The answer to these questions comes from your digital presence. This guide explains how to build it in a coherent and professional way.
Why digital identity matters before the music
When you mention your name to a booking agent, a journalist, or a playlist curator, the first thing they'll do is search for you online. Within seconds they'll evaluate:
- Does this person exist? (Google results)
- Is this a serious project? (Curated profiles vs abandoned ones)
- Who are they? (Consistent bio, recognizable style)
- Do they have an audience? (Followers, engagement, reasonable numbers)
You don't need millions of followers. You need a coherent and professional presence.
The artist name: the foundation of everything
Before anything else, the artist name must be:
- Unique: search Google, Spotify, Instagram to see if it already exists. An artist name identical to another artist causes constant confusion.
- Consistent: same spelling on every platform, with no variations (different capitalization, spaces, apostrophes)
- Searchable: avoid common names that get drowned out in generic search results
- Pronounceable and memorable: especially if you want people to talk about you
Name consistency is fundamental for distribution: every release must use exactly the same name to aggregate onto the same artist profile.
The profiles you need to have (and keep updated)
Essential
- Spotify for Artists: claim your artist profile
- Apple Music for Artists: claim your profile
- Instagram: the most relevant social network for music in the 18–35 demographic
- YouTube: even a minimal channel with a lyric video
Useful (depending on genre and audience)
- TikTok: essential for reaching a younger audience
- Facebook: less relevant for younger people, but present in certain markets
- Twitter/X: used by industry professionals (journalists, bookers, other artists)
- SoundCloud: still relevant for certain genres (hip-hop, underground electronic)
The rule: fewer curated profiles > many abandoned ones
An abandoned profile from 3 years ago makes a worse impression than having no profile at all. If you don't have time for all of them, choose 2–3 and keep them updated.
The artist bio: writing one that works
The bio is the text that appears on Spotify profiles, Apple Music, your website, Instagram, and wherever else you present your project.
What it should contain:
- Who you are (solo project, band, duo, producer)
- Your genre/sound in a non-generic way
- Something that distinguishes you (an aspect of your journey, your sound, your origin)
- If relevant: numbers or placements (without exaggerating if they're modest)
What to avoid:
- Empty superlatives ("extraordinary talent", "unique voice")
- Very long lists of influences
- Bios that are too long for Spotify (where little is read)
- Forced third-person where it's not natural (use first person if it feels more natural)
Example of a working bio:
"Marco is an Italian producer based in Milan, specializing in electronic music with a melancholic feel and dancefloor rhythms. His project was born in 2022 at the intersection of minimal techno and Italian-language songwriting."
Two sentences, clear genre, recognizable identity.
Artist photo: the first visual impression
The artist photo that appears on Spotify, Apple Music, and Google is often the first thing a new listener sees. It doesn't have to be a multi-thousand-dollar photo shoot, but it must be:
- High quality (no grainy selfies)
- Coherent with the sound (an ambient artist shouldn't look like a rapper and vice versa)
- Up to date (a photo from 5 years ago doesn't represent who you are today)
A single photo session with even a semi-professional photographer solves this for years.
Visual consistency: a recognizable brand
The profiles that work best have visual consistency: color palettes, photographic style, fonts, and types of content repeat in a recognizable way. When someone sees one of your posts in their feed, they should recognize it as "yours" without reading the name.
You don't need an art director. Just:
- Choose 2–3 recurring colors
- Use a consistent photo preset on all images
- Decide on a style (minimal, colorful, dark, natural) and stick to it
Connecting everything: the artist website
A personal website (even a simple one) is the permanent reference point that you fully control. Unlike social networks, it won't disappear if a platform changes its algorithm.
What to include on a minimal artist site:
- Bio + photo
- Discography with smart links to stores
- Social links
- Contacts (booking, management, press)
- Optional: live calendar
Simple tools: Squarespace, Wix, Carrd (for very essential pages).