Over the last three years the career growth of one musician in particular has been extremely fun to watch. Los Angeles based songwriter, Drew Lawrence has balanced music, life, family, and bills to build a sustainable career in music over that span. A classically trained Pianist and graduate of Berklee College of Music, Drew has a career record that includes gigging around LA, a few west coast and US tours, teaching music lessons to families in Beverly Hills and a more recent focus in songwriting for heavy hitters like Christina Perri, Kelly Clarkson and a ton of up and comers.
Welcome to the first of our seven-part Cyber PR interview series ‘Charting the Course: A Radio Promo Discussion’. The purpose of this series is to explore the world of radio promo, with insights from 6 people who work in and outside of the realm of radio promo, but all of whom have dedicated themselves to advising independent musicians. Today we hear from Kevin Breuner, a Grammy nominated artist, podcaster, and indie musician advocate. He resides in Portland, OR where he is the Director of Marketing for CD Baby (cdbaby.com). Oh, yeah, he also plays guitar in Smalltown Poets.
Last week I explored the answers the all-to-commonly asked question of ‘why do I need a Facebook fan page if I already have a Facebook personal profile?’. And while I hope that got through to some of you who hadn’t yet made the move to a fan page, there is still another question that needs to be addressed, which is: “Once I have a fan page and have invited all of my friends to join me there, how to I continue to convert fans, and ultimately the engagement, from my personal profile (that has hundreds, if not thousands of friends engaging with me) to a fan page with little-to-no existing engagement?” This is an incredibly valid question, but in all honestly isn’t an easy one to answer (especially with FB changing their own rules on a monthly basis for how posts are seen by your friends and fans), so let’s take a look at a few simple ways that can become an important part of a long-term strategy to convert fans and engagement from your personal profile to your fan page:
It’s that time again kids! CMJ in New York City starts TOMORROW.
I’ll be there and so will Jon Ostrow, as we are both speaking on panels and in commemoration I decided to interview six of the best and brightest people, some of whom work directly in radio promotions and some do not, but they all advice artists daily. Here is my take:
If you know anything about marketing, you already understand that having a growing email list of fans can be your most powerful promotional asset. But, like any good tool, you have to know how to use it.
One of the great challenges with email is getting people to open and read your messages. It’s not the end of the world if your fans see your emails pop up in their inboxes but don’t have the time to open them. At least they see your name and are reminded of who you are.
But your real goal is to motivate fans to open your emails and further interact with you. So how do you do that?
The Music Industry
Thinks Out Loud
- Jon Ostrow: 3 Critical Reasons Why a Facebook Profile Can’t Replace a Fan Page
- Simon Tam: How to Find a Booking Agent
- Ariel Hyatt: Cyber PR® Arsenal: Killer Apps, Tools & Sites – Soundcloud
- Bobby Owsinski: The Shattered Hit Record Model
We’ve all heard the complaints about the current Music 3.0 music industry model: physical product doesn’t sell anymore, download sales don’t make up for the shortfall, and streaming music cannibalizes sales and pays a pittance in royalties. Then let’s heap on the accusation that music today is so formula and soul-less and generally a shadow of what it once was. But how does that explain the recent success of Mumford & Sons and Adele? Here are two principles that hold true in any age.
SoundCloud is an industry standard for audio sharing with a built in social networking platform. There are many options and features within SoundCloud that allow musicians to collaborate, promote, and distribute their music. SoundCloud is being described for audio as what Instagram is for photos or what Youtube is for videos. It enables everything from mobile voice recording, online mastering, digital distribution to Facebook artist profiles, and iPad music making. It is a medium that allows for custom branding, controlled distribution, and statistics. Free entry to the platform is an obvious reason for DIY musician to use SoundCloud, however below are 4 great reasons why you should give SoundCloud a try:
A while ago, I wrote an article for Music Think Tank: 5 Tips on Getting a Label, Sponsor, or Booking Agent.
This week, I got some follow up questions on the best route to go for choosing and pitching to a booking agent or agency. Here’s my thought process on how to find the right partner for your music:
Quite often, we at Cyber PR® have musicians who approach us with the same questions: “I don’t have a Facebook fan page, but I DO have a personal profile and everyone tells me I need to get a fan page. Why do I need a fan page if I already have hundreds of friends on my personal page?” This is a very common scenario for independent musicians and unfortunately a personal profile just won’t cut it as an asset in your overall arsenal of marketing tools. While I’m sure we could come up with dozens of reasons to avoid using a personal profile as a marketing tool rather than a fan page, there are 3 critical comments to a fan page that I’d like to shine a light on:
The Music Industry
Thinks Out Loud
- Leena Sowambur: A Little Music Industry Career Advice
- Mark Knight: Where Is Everyone? Why Albums Make Little Sense For New Artists
- Music Think Tank: Top 10 MusicThinkTank Posts Last Month
Mark Knight the founder of Right Chord Music explores the perils of taking time out to make a new album for unsigned bands.
Last week I asked a question on my Facebook page which was:- “QUESTION! For anyone looking to get a job in the music business. I’m looking for 7 questions that you would like answered as to how to get a job in the music industry. What would you like to know?” I got a couple of questions back which I thought I would answer in blog form as the answers would be too long for Facebook comments so here there are – incidentally if anyone else has a question that they need help with please post it on my Facebook page and I will answer it for you.
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(Updated January 13, 2016)