One of the biggest challenges a music marketer faces is selecting a channel (or multiple channels) to focus their efforts on. More than anything, this means researching and understanding the ways existing and potential fans discover and consume music.
In the case of a young, hip band like A B & The Sea, it was clearly the social channels — with a product that is almost universally appealing and a fanbase that spends hours upon hours daily on social networks, it was a no-brainer. All Smiles, however, is a different case entirely.
Jim Fairchild spent most of his musical career influencing a generation as the guitarist in Grandaddy. More recently, he’s touched another generation as the touring guitarist for Modest Mouse. His work isn’t relegated to these well known bands, however — he’s also put out two LPs and a few EPs as All Smiles (with some help from fellow indie-famous friends).
The first All Smiles LP was put out by Dangerbird Records, replete with marketing budget, press tour, and all the other standard trimmings of a major indie album release. The second LP, however, came out independently with little more than an old-school (read: largely ineffective, for a variety of reasons) PR campaign behind it. As a result, it made about $1,900 (against production costs of $19,000) and Jim, somewhat disappointed, wrote it off in favor of other professional engagements.