Hello again my Think Tank friends, and welcome to part two of my beginners guide to music marketing. If you haven’t already seen part one, I suggest you check it out before going any further (Link opens in a new window). Part one looks at what music marketing is and why it’s needed, the power of leveraging established platforms to get your music out there faster, and types of online and offline platforms you could use to market your music to targeted fans of your genre.
Great news! According to Kickstarter, 54% of all music Kickstarter campaigns are successful. The bad news is that 46% FAIL. How can you avoid these terrible odds?
Over at the Launch and Release blog we’ve interviewed over 60 bands who’ve launched Kickstarter campaigns to help us collect and analyze data that we’ll be releasing in the coming months.
I’ve also launched multiple pre-order campaigns prior to Kickstarter opening it’s doors and I’ve launched multiple successful Kickstarter campaigns in the last two years for my two bands.
When it comes to touring, I find more musicians focused with the “How,” “When,” and “Where” aspects but not enough of the “Why.” Of course, touring can be an incredibly important step in most artists’ careers but you should definitely take some time out to create solid goals and a definitive strategy before you decide when/where you want to hit the road. Why do we pick the target areas for touring that we do? Is it because we want to travel there? Because they are big cities? Because that’s what everyone else is doing?
In the graphic below you’ll see how major labels are currently advancing and promoting acts, primarily pop acts, in order to break them to the general public. It’s an interesting refresher in how much major labels are still able to put towards music, albeit music we may not care for. Their options are minimal and their expectations are high. With this still hefty investment, it makes you wonder how successful they could be pushing smaller, touring groups instead of putting all their eggs into one basket.
The Music Industry
Thinks Out Loud
- Mark Doyon: Pandora: A Change in Priorities
- Tom Dennehy: You Bought It, You Own It, You Should Be Able to Do What You Want With It.
- Ariel Hyatt: Cyber PR® Arsenal: Killer Apps, Tools & Sites – Tweepi
- Music Think Tank: Join the Music Think Tank Thanksgiving Networking Party!
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Twitter offers one of the most widely used APIs (application platform interface)) in the world, allowing other businesses to create apps that will heighten the experience of using the Twitter platform. Among these apps are games, tracking apps, picture apps, and also apps that will better your chances at engaging a larger pool of people.
There is an app out in the ether right now called Tweepi. It has been around for a little less than a year and is still evolving, but it has found a place as the Twitter janitor and also the Twitter stat machine.
The US Supreme Court is hearing an appeal that could change your ownership rights to music.
If you purchase music as physical media or license-free downloads, you are protected by the so-called First Sale Doctrine of the US Copyright Act, which gives people the right to lend, resell, or give away the works that they’ve bought, even if those works contain copyrighted elements.
But the case of Kirtsaeng v. John Wiley & Sons, currently being heard by the US Supreme Court, could undermine First Sale Doctrine, making ownership feel more like licensing. How could you be affected?
So you’re an independent recording artist, casting about everywhere you can for airplay and exposure. Pandora, the internet-radio service with the taste-smart music library, has just accepted one of your original recordings for rotation. Great, right? Pandora provides access to your music on one of the most talked-about music platforms out there. It’s a step in the right direction, a win.
Except it isn’t anymore.
MusicThinkTank.com Weekly Recap: 5 Things All Musicians Need BEFORE Starting a Digital PR Campaign & More
The Music Industry
Thinks Out Loud
- Jon Ostrow: 5 Things All Musicians Need BEFORE Starting a Digital PR Campaign
- Francis Mcentegart: Artist Managers Management Contracts
- Jacob Rosati: Alternative Entrepreneurship
- Stephen Carmichael: Has The Quality Of Music Changed?
In a digital world where we have music such as Gangnam Style and ‘Friday’ by Rebecca Black… It’s hard not to observe that the music landscape has drastically changed in the last few decades because of the internet. But, is trying to create the next ‘viral hit’ impacting on the quality of the music of today?
Music Managers & Management Contracts
THINGS TO WATCH OUT FOR
For many artists and bands the first contract that they have to face is the management contract. The manager will have a lot of responsibility and possible control so it is vital to get the right person and the right agreement.
The manager may come from various backgrounds – he’s a friend of the band, works already in the music industry, is an entrepreneur from a different industry or just has heard about the band’s potential and swoops in.
A manager should have one of the following but ideally all:
For independent musicians, a digital publicity campaign can be a critical component to the overall marketing strategy that will help to:
1. Reach new fans
2. Increase online influence
3. Create new content that can be used to continue to build strength of existing fan base through social media
While all three of these are important goals for musicians to have, and there is no doubt that a PR campaign can help artists to achieve them, many musicians decide to jump into this too early. Without the proper assets, the likelihood that you will actually achieve these goals from a PR campaign are greatly decreased.
In order for a PR campaign to truly be successful, you must have the 5 following assets:
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(Updated January 13, 2016)