What platforms work best for music gear?

YouTube for gear demos and reviews (musicians live there). Meta for community targeting and discovery. TikTok for short-form gear content (growing fast with younger musicians). Google Shopping for high-intent purchases. Most brands: 30% YouTube, 35% Meta, 20% Google, 15% TikTok.

What ROAS for music brands?

3-5x for properly targeted campaigns. Higher-ticket items (instruments, amps) often hit 4-6x because AOV is strong. Accessories and consumables run 3-4x but with higher volume.

How important is sound in ad creative?

Critical. Musicians buy with their ears. A 15-second demo clip where someone plays your product through an amp is more persuasive than any amount of ad copy. We always prioritise audio-forward creative.

$3,000-$15,000/month across platforms. Genre-niche brands can start lower. Multi-instrument retailers need more to cover categories.

Do you source the demo content?

Creative direction, scripting, and sourcing. We connect brands with musician content creators who can demo products authentically. Musician UGC outperforms studio content every time.

Music & Instrument Paid Media

A boutique pedal brand was spending $6K/month on Meta with a 1.2x return. We rebuilt targeting around genres. Within 60 days: 4.8x.

Promise: Paid media that reaches the right musician with the right gear at the right moment — targeted by instrument, genre, and buying intent.

Picture: Their ads targeted "guitar players." That's 30 million people. The pedal — a boutique overdrive — was perfect for blues and classic rock players. But the ad showed up for metal guitarists, jazz players, and bedroom beginners who would never spend $200 on an overdrive. Budget wasted on the wrong audience.

Proof: We rebuilt targeting around blues and classic rock communities, Fender and Gibson owner groups, and SRV/Clapton fan pages. Ad creative featured the pedal in a pedalboard demo video — no talking, just tone. YouTube pre-roll on gear review channels. Google Shopping with "blues overdrive pedal" in the title.

Push: Custom media plan with genre-targeted audiences, platform allocation, and revenue projections. Keep it whether you work with us or not.

Get Your Free Media Plan15 min. No pitch deck.

4.8x

Client ROAS (from 1.2x)

4.2x

Avg. ROAS

150+

Clients Served

$23M+

Revenue Driven

The Music & Instruments eCommerce opportunity

Music paid media works exceptionally well when targeted by genre, instrument, and community — because musicians self-identify strongly with their genre and instrument. A blues guitarist and a metal guitarist are completely different buyers with different gear needs. The brands that target by musical identity capture passionate buyers who will pay premium prices for the right gear. And musicians share — a great gear ad gets sent to band mates.

What music & instruments brands get wrong with paid media

Targeting "musicians" or "guitar players" — too broad, too expensive, low conversion
Ad creative shows the product but doesn't demonstrate the tone, the feel, the playing experience
No YouTube presence despite YouTube being the #1 platform for gear research
No genre or community targeting — metal fans seeing jazz gear, beginner ads hitting advanced players
Retargeting is generic instead of instrument-specific

How we do paid media for music & instruments brands

We build music ads around genre identity and instrument community. Targeting uses interest groups (blues guitarists, metal drummers, jazz pianists), artist fan pages, and gear community memberships. Creative leads with sound and playing — demo videos, tone comparisons, pedalboard showcases. YouTube pre-roll targets gear review channels and lesson content for the right instrument.

Google Shopping titles include genre and instrument context. Retargeting is instrument-specific. Every ad feels like it was made for the musician who sees it.

What's included

✓Genre and instrument community targeting on Meta and TikTok
✓YouTube pre-roll on gear review and lesson content channels
✓Demo video and tone showcase creative direction
✓Google Shopping with genre and instrument-specific product titles
✓Instrument-specific retargeting
✓Monthly reporting: ROAS by instrument category, genre audience, and platform

Questions our best clients asked first

The right musician will pay full price for the right gear. Help them find it.

Custom media plan with genre targeting, platform allocation, and revenue projections. Free.

Pick a Time

15 minutes. No pitch deck. Just your data and our honest take.

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