Mark Knight is the founder of Right Chord Music, a management and consultancy business. The company was created with the aim of helping independent artists like The Daydream Club promote their music using insights gained from the wider marketing world. In this article Mark introduces the concept of story telling in brand advertising and shows how creating a story can help independent artists promote their music more effectively.
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How Jail-Time and Cults Can Help Your Band Become Successful, PART 1: A Poll of Leaders from Bandcamp, CD Baby, FanBridge, ReverbNation, Topspin Media, and More
The founders and leaders of web-based services for the music industry have the unique opportunity to see what musicians are doing to build awareness among fans and what they are doing to amplify their story
through the media. I polled seven such thinkers with the question: Can you tell us about a band or two whose STORY has helped their careers? They told me compelling stories about jail-time, tragedy, and cults, but also about crowd-sourcing band members, using technology to answer fan questions, and giving fans ownership of a band. Here is part one of two:
Growing a Crowd for Your Music Through Engaging Stories: FanBridge Co-Founder & CEO Spencer Richardson Shares Thoughts on Engaging Influencers One Chapter at a Time
FanBridge Co-Founder and CEO Spencer Richardson says, “When you can tell your story through your voice… instead of trying to do the spinning plates trick, where you try to keep everything up at once, you develop a momentum and synergy through your narrative. It starts with a story, and the channels are just a reflection of the story. The strategy becomes much easier.” Continue reading to learn more about leveraging the power of the crowd and best practices for engaging with the press.
Andrew Dubber, a music industry commentator and founder of Music Think Tank, has ventured to Delhi. He is working with a group called Music Basti; it is a youth-run charity. It organizes music workshops in homes for street children. Professional musicians, many of whom are successful recording artists, run the music workshops.
In partnership with Music Basti, Dubber intends to record an album of songs featuring the street children and release it online. He wants to do this to simply try and raise money for the charity. All proceeds from the album sales will go to the group to support their work. He hopes that it brings their cause to a wider audience too. The album once recorded and mixed down, will be released through Bandcamp. It will be available for free and as a pay-what-you-think-it’s worth.
Dubber intends to use various forms of online media to build a story, create meaning, and connect the cause and music to people on a deeper level.
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(Updated Sept 29, 2014)