By share I don’t mean unauthorised downloads, rather sharing a link to a Myspace, Soundcloud or Bandcamp page. Essentially sharing is enabling someone else to access the same content you did.

1. You should make it as easy as possible for a fan to share and spread your music. Make sharing links simple and prominent. Not overpowering, but obvious enough that it becomes the next logical step after listening. Ironically, no matter how hard you attempt to stop someone sharing your music, if they believe it is of enough value to someone else they will find a way. Make it easy so even those who are not die hard fans will decide to send your link onto their friends.

2. Encourage your fans to share your music. A recent survey showed that the majority of content was shared through facebook and email. AddThis and AddToAny buttons may be good (I have one at the bottom of the page) they are not the best for music. Your fans don’t need a few hundred methods to share. People hate choice, you should partially make it for them. Have prominent links to share on Facebook, Twitter, Email and a few others if you think your fans would want more. Don’t over complicate things. People are more than likely to share, or engage in action, if you don’t confuse and overburden them with unnecessary options.

3. Give them incentives to share your music. Try something like Bandcamp or ReverbNation. A fan can download your album, only after suggesting your music to 5 friends. Not only do you have the potential to gain 5 new fans, you gain one dedicated, satisfied fan, you also gain email addresses.

Don’t underestimate a newly recruited, or existing fan’s desire to share your music. Most of all embrace this. Take advantage of their desire to share your music, and let your fans do the bulk of your active promoting.

Online, music and any ‘content’ for that matter is not scarce but, good music is more scarce, if only because it needs to be found. Your fans are willing to pay this scarcity on behalf of their friends as they believe they are giving value to their friends. However they will only pay with their own time and attention, never with money. They share it. Let them.