Embedding your music in another product - a mobile app, for example - is going to be the way to sell music in the future. Consider this article, published just 5 months ago in the New York Times. It highlights the major labels’ mad dash to get into the mobile app market. Bjork new album will be a collection of apps rather than a list of songs. UMG is creating an app for Nirvana’s “Nevermind”. And it makes sense. Just last month news surfaced that Apple has now sold more apps than song downloads - even though iTunes had a nearly 4 year head start on the App Store.
Entries in Marketing (104)
How important is it to know who really cares about your business or your music?
Until very recently, most successful businesses would aim to market their goods or services to the ‘safe centre’, the large section of society that follow the crowd in seemingly predictable ways.
Trend setters, geeks and super-fans were not worth marketing to directly because there are never enough of them to sustain growth.
It’s true that industry professionals and artist mind sets could not be farther apart. They are on two totally different sides of the game, yet working together as a team. All industry people probably receive anywhere from 15 to 200 emails or calls a week from indie artists wanting to work with them or get their advice. This is not an exaggeration. Most of these calls/emails are unfortunately misguided and are not going to get the artist anywhere just based on their approach. As an indie artist I am sure this must be incredibly frustrating… constantly sending out emails to industry people and not receiving replies. You’ve been told that to be proactive you have to mail, call, email, and send presents to industry representatives to get their attention. This is NOT true… let me help you out here.
Indie bands and musicians - What can we learn, if anything, from the viral marketing techniques employed by the world’s biggest pop star (except Justin Bieber of course), Lady GaGa? If at this point you’re grumbling “Not my thing” or “I hate pop music” you’ve quite possibly closed some of the potential doors available to you and sorely missed out as a result. Let’s also forget the obvious point that GaGa has millions of followers anticipating her every move. I plan to use this individual simply as a conversation starter on the topics of controversy and originality, which are becoming ever-more important in today’s music industry.
When you think of DIY bands, chances are the acts that come to your mind are not on the billboard charts. At least not yet. When we first reached out to 3OH!3 for an interview, we had our doubts as well. However, as you will see below, 3OH!3 was born and raised in DIY ethos and continue to move forward with the same mentality even today.
Part of being a DIY artist is marketing yourself like an entrepreneur or small business owner: You’re presenting the brand of “You, Inc.,” comprised of all the unique things about your music and you as an artist. And while putting some tracks up on social media platforms like Facebook and Myspace or on your own website is an important part of your larger portfolio of marketing tactics, you can’t just leave it at that and hope that someone will eventually stumble across you. A very important part of your PR campaign as a DIY artist is presenting yourself well to blogs, podcasts, online music communities, music websites and magazines. It’s a given that if you’re at the stage where you’re ready to approach the press about your music, you should have at least two things: a professional-sounding collection of your songs – whether that is in the form of an LP or a full-length album – that represents you at your best; tangible proof that you are playing whenever and wherever possible, working hard at providing an engaging experience for your fan base – who essentially act as your paying “clients,” buying albums and coming to your shows – and to turn new people onto your music. Assuming you have both those things going for you, what comes next?
You would be hard pressed to NOT have heard of Google+, the newest social networking and sharing tool from Google which after one month of existence boasts around 18 million users. Artists are already bombarded with a plethora of tools to help them connect with their fans, but Google+ truly adds some unique features which have great potential for integration into a musician’s marketing arsenal.
This contribution is by Bas Grasmayer (@Spartz), head of online communication at official.fm, a d.i.y. platform for music creators and content owners. Be remarkable, be easy to discover, turn your fanbase into a party, connect, listen. Those were the final words of my article when I introduced my thesis’ main theory of the ecosystem of fans on hypebot back in March. Being a perfectionist, I’ve been waiting with the public release of my thesis until I felt that the layout matched the content. I teamed up with a wonderful designer called Ryan Van Etten, who built an amazing site for this thesis, which you can visit at http://basbasbas.com/thesis (and the entire thing is available in its entirety for free).
Some indie bands are purposely obscuring their names, hiding their faces, and refusing interviews as a means of image-management. Is this a good idea for your band?
Artists are giving away way too much free music. The belief that giving away free music will result in future sales are too far-fetch. Also with the advancement of new distribution models cutting down the dollar value on music (Cloud/Subscription models), we are entering a stage where the public is becoming too accustomed to free music. Sure illegal downloads are here and will continue to be here, but artists must not fall into the trap of allowing their fans to dance to the tune of music is a free commodity.
What bands tend to forget, not everyone at the show knows who they are. Some people are just there to hang out and could care less about the bands. Knowing this, you have to use every tool at your disposal to get your band recognized. It’s no good to entertain a crowd of people and then let them leave not even knowing the name of your band. (It happens…trust me…)
1. Large banner on stage
Displaying your band’s logo prominently while you’re playing has to be the number one way for everyone to know who you are. At any point during your set, people will immediately see who you are.
Simply announcing the name of your band during your set is not enough. You never know at what point someone will or will not be in your audience. People wander in and out the entire time: getting beer, smoking, going to the bathroom, just got to the club, etc. There is no gaurantee your new, potential super-fan will be in the room when you say your band’s name.
Yes, even if someone really digs your band, they can still wander out and miss who you are. Why? Well, there are usually two things that trump your show: alcohol and getting laid.
Author David Meerman Scott made a honest and realistic quote, “if you want 20,000 fans you must do 2000 different things that each generate 10 fans.” This was my favorite quote from 2010 and I am going to take this on as a challenge for 2011 for an ambitious project to give you 2000 different things you can do to generate 20,000 fans.
Balancing the different facets of being a musician, along with our social, personal and professional lives can be very difficult. How do we do it, and do you have anything useful you can share with others?
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(Updated July 8, 2015)