Music marketing has changed radically in the past ten years or so and is likely to change even more in the coming decade. Ultimately, marketing music is based on the persona of the artist. How that persona is communicated to the wider world in a digital age will depend on leveraging tools such as social media, music sharing platforms like Spotify and YouTube and sites like Instagram, Twitter and TikTok.
This doesn’t mean that traditional marketing techniques no longer apply, they just need to be adapted to digital platforms. While giving away copies of the album doesn’t really apply when anyone can get a digital copy, try giving away a vinyl copy. Print t-shirts and advertise them online. Get the music played on the radio, whether online or terrestrial or both. Use email and paid advertising to get the word out but, above all, stay authentic.