What would YOU do with freedom and a healthy budget to break a new artist?

Over the past several years, I’ve spent much more (non-billable) time than I should have trying to convince old-school label execs, independent artists, managers (both big and small) and others that the traditional rules don’t work any more in this new music business.  

When trying to “break” a new artist independently, spending a large amount of money on radio, downplaying internet marketing and direct-to-fan communication and spending a lot on expensive videos rather than producing less-expensive but more interesting/innovative videos (e.g., the now famous OK Go treadmill video) are usually bad moves.  Top-down marketing just doesn’t work any more, unless you’re a very young pop act signed to Disney/Hollywood.  As my marketing friend would say, it’s all about “pull” rather than “push” marketing.

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Proper care and maintenance of networking sites

Networking sites are great promotional tools. Everyone from the indie artist to the artist who has a massive advertising and marketing budget has one. But when is it time for house cleaning? When is it time for certain things to go away? A good deal of what is posted is unimportant, boring and, let’s face it, stupid. Now, if you’re just another face on Facebook or Twitter, it doesn’t really matter. However, if you are an artist, a band or someone who is trying to promote and market, those little stupid updates can harm you more than help you.

So what is the answer?

Simple. Do some housecleaning now and then and make sure you are providing the information, the image and the promotional materials that will reach the most people in the best way. Be smart in a world of social networking. Twittering, face booking and whatever other term you can come up with where people are putting out the dumbest information that might only apply to the fewest people and end up causing the most problems and over all disinterest possible.

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Basic Marketing Principles For Artists - Part 1: Increase Your Fanbase

As many of you know my company Cyber PR specializes in Internet Marketing, Social Media and PR. I am an avid Internet Marketing student and I gather the nuggets I learn from my studies of musicians.

I recently spent two intense days in Los Angeles, where I attended an Internet marketing retreat led by my mentor, Ali Brown. I belong to her mastermind group and participate in her yearlong program.

It was a whirlwind, and the core principles I learned were both basic and critically important.

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The New Music Gatekeepers: Fans & Workload

It’s the most common frustration I hear uttered by independent artists and promoters: The workload.

How can I find the time to do all this social networking and guerrilla marketing stuff?

I’ve got so much on my plate already, how am I supposed to add even more to my overflowing to-do list?

I hear you. I know. And ISN’T IT WONDERFUL?

Huh? What in Jehovah’s name is so wonderful about being overburdened by all that needs to be done to succeed with music?

I have a good answer. Let me explain …

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