Alec Benjamin is a singer-songwriter, grew up in Phoenix Arizona, his breakthrough happened in 2018 with his song “Let Me Down Slowly”. This he ended up rereleasing with Alessia Cara, a well known artist.
While at the University of Columbia, he signed in with Columbia records, but the partnership ended soon after the album was released. He still went on a tour in Europe and opened for Marina Kaye and Lea which he paid for himself. Other than that, he would perform in public outside of show venues and hand out business cards for self-promotion.
He has been signed by Atlantic Records since 2018.
One booster he got, was when someone used his song “I Built a Friend” as the track for a dance on America’s Got Talent.
He has his own website on which he promotes his music, with links to all his streaming platforms. He lists the dates he is going on tour. On there he also sells his own merch which includes hoodies, hats, shirts, and socks. link is below!
https://www.alecbenjamin.com/
Another promotion technique he uses is making “The Story Behind the Story” videos, which explain the background and lyrics on songs.
As a reflection of he started, he creates “Can I Sing For You” videos, where he performs acoustically in public.
He has built a good reputation for himself. He is loved for his songs which have a lot of meaning. Since his breakthrough 4 years ago he has been steadily been releasing new music that has gotten popular as well. I think his career will last a long time.
Alec Benjamin did get some “lucky breaks”, but most of it was hard work and persistence. He kept trying and didn’t give up when his first label dropped him. He does a lot of self-promotion. The ones he did; creating his own website, merch, handing out business cards in public, making supplementary videos about himself, can be replicated quite easily. He also does touring, which is really good for meeting new connections. While touring isn’t possible right now, it is a good thing to invest in, even if your first one has to be self-funded like his.
References:
https://en.wikipedia.org/wiki/Alec_Benjamin