Customer story with Leonard Patterson
Marketing a band today takes smart strategy, digital presence, and a deep connection with your audience. And that’s exactly what Leonard Patterson has spent years perfecting.
As a seasoned musician and the founder of the high-energy band Living Proof, Leonard knows what it takes to get noticed. But he doesn’t stop there. He’s also a marketing consultant for bands and creative professionals, helping them promote their work, grow their fanbase, and create lasting impact, on and off the stage.
We sat down with Leonard to talk about what really works when it comes to band marketing, and how artists can break past common misconceptions, use tools like PosterMyWall to their advantage, and focus on the strategies that get results.
1. Own your audience with email marketing
Why should bands invest time in email when social media is faster?
According to Leonard, one of the biggest mistakes bands make is relying solely on social media.
“Yes, it’s easier to get someone to like your page than it is to get them to sign up for your email, but owning that list is powerful.”
Social media platforms change, but email is yours. Leonard uses concert email marketing to directly reach fans, announce shows, and promote new content without worrying about algorithms.
He recommends building an email list through your website, social posts, and live shows, and sending value-packed updates that keep fans engaged.
To make the process easier, use PosterMyWall’s free band email templates, which help you quickly design and send professional emails without needing a graphic designer or complicated tools.
2. Create content consistently, even when you’re not gigging
How do you stay visible between performances?
“Content creation is marketing. If I’m not playing a gig, I’m posting content or promoting an upcoming one.”
Leonard builds visibility by sharing behind-the-scenes videos, rehearsal clips, and song previews on social media. He encourages bands to use a Content Planner to schedule posts in advance and use visual templates to save time.
He sometimes plans posts around special events mentioned in the content calendar, such as quirky holidays, and pop culture moments. “I don’t use them all,” Leonard says, “but they’re great placeholders. Like if it’s Star Wars Day or National Beverage Day, and we’ve got a rehearsal or a new cover that fits, that’s a perfect post.”
It’s also a great way to vary your content and keep your feed interesting. Leonard also uses PosterMyWall to save and reuse templates, so creating a new flyer or graphic takes just minutes.
“PosterMyWall has been great for that. I’ve created and saved templates for our band’s flyers, so I can make a new promo in five minutes.”
Consistency keeps your audience engaged and reminds people of your band, even during slow seasons.
3. Use visuals to stop the scroll
How important are visuals in band promotion?
In Leonard’s words:
“You’ve got less than two seconds to grab attention. If your visuals don’t pop, they’re gone.”
High-quality graphics help your band look professional. Leonard uses PosterMyWall to design Instagram posts, Facebook banners, and concert promotion flyers. He recommends choosing bold fonts, clean layouts, and images that reflect your band’s energy and style.
Pro tip: Create a few reusable templates so you can update show dates, venues, or times quickly, without starting from scratch.
4. Challenge myths about music marketing
What’s one misconception that holds bands back?
“A lot of bands think marketing is sleazy or fake, but it’s really just sharing your art with people who want to hear it.”
Leonard explains that music marketing strategies don’t have to feel corporate or pushy. Instead, they should feel like storytelling. Let fans know what’s coming, why it matters, and how they can be part of it.
His advice? Shift your mindset from “selling” to “inviting.” You’re not begging for attention, you’re offering an experience.
5. Build a marketing rhythm around your shows
How do you promote live gigs effectively?
Leonard uses a repeatable framework to promote each show. He builds excitement in stages:
- Start early with a teaser post
- Follow up with the full event flyer
- Post reminders one week and one day before
- Send out a concert email to his list
- Post a countdown story the day of the show
“I use PosterMyWall to schedule posts across Facebook and Instagram. That alone saves me hours.”
He also embeds his event calendar on his website, so fans always know where to find him next.
6. Educate your audience with free resources
Why should bands create educational content?
“A resource like a checklist or PDF gives people a reason to stick around, and it positions you as an expert.”
Leonard created a PDF called Bars to Ballroom, a practical, no-fluff PDF aimed at helping bands transition from low-paying bar gigs to higher-end events like weddings and corporate parties. He uses it as a lead magnet to grow his email list and build trust with his audience.
Instead of just promoting shows, he’s giving people something useful, and that’s what keeps them coming back. It’s also a great example of creative music marketing ideas that go beyond just selling tickets.
7. Think long-term, not just one gig at a time
What’s your vision for growing a band brand?
“We’re not just a band, we’re a brand. I want fans to remember us, follow us, and come back for more.”
Leonard’s future plans include expanding his consulting work, growing his online community of musicians, and helping more bands develop systems that support both their art and their business.
“Marketing doesn’t have to be overwhelming if you build a rhythm. The key is starting small and being consistent.”
Turn your audience into fans
Leonard’s approach proves that music marketing strategies don’t have to be complex or time-consuming. With the right tools, rhythm, and mindset, any band can gain visibility and build community.
So if you’re ready to take your music to more ears and eyes, start with one strategy from this list, and build from there. As Leonard says, “Marketing is just telling your story, over and over again, in ways people want to hear it.”
