In this episode of the Rock Star Life Lessons podcast, Carla Lynne Hall and Ariel Hyatt talk about Hyatt’s “Musician’s Social Media Pyramid”, which is a great guide to creating killer content. Learn more tips in The Musician’s Roadmap to Facebook and Twitter, written by Ariel Hyatt and Carla Lynne Hall
You can also see the video version of this podcast on Ariel Hyatt’s Sound Advice TV YouTube Channel
In today’s Rock Star Life Lessons podcast, Ariel Hyatt and Carla Lynne Hall talk about your three communities of fans. To learn more, check out their new book, Musicians’ Roadmap to Facebook and Twitter.
You can also see the video version of this podcast on Ariel Hyatt’s Sound Advice TV YouTube Channel
On June 3rd at 3pm, I’ll be teaming with Play the Music to present a Music Marketing webinar.
I’ll be covering the latest trends, techniques and tools for marketing, distributing and monetizing your music online.
Register now at http://musicjune2010web.eventbrite.com/
Best of all, this webinar is FREE! Thanks to the generous sponsorship of interactive music company MXP4.com and digital music distributor zimbalam.com, you can participate in this information-packed webinar at no charge.
Spots are limited. Register now! (you will receive a link to the webinar once you register).
The $52.45 Music Marketing Plan
by David Rose
If you’re a musician working to build a career in the music business hopefully you have already covered the basics like getting your own website, setting up a MySpace page and signing up for distribution through a company like CD Baby or TuneCore.
There are numerous solutions now available for marketing music at a minimal cost but keep in mind that none of them can offer a magic bullet for success in the music business. Below are a few categories and companies worth considering when you sit down to develop your music marketing plan.
Online radio is growing quickly in popularity among music fans as many of the providers have greatly improved their music recommendation technology and added social networking options to help their members discover new music. Here are two popular online radio providers that accept submissions directly from artists, have a large base of listeners and feature links that allow fans to buy the music they are enjoying.
Pandora – Accepts artist submissions only via mail but it’s definitely worth the effort. They only add songs into rotation that meet their quality standards. Their address is: Music Genome Project Submissions, 360 22nd St. Suite 440 Oakland, CA, 94612. Cost: $2.50 (for postage)
Last.FM – Artists can directly upload their music to the site, create an artist page, join genre based groups, add friends and build their own station. Cost: $0
Licensing music for television, films, video games or advertising has emerged as one of the best ways for independent artists to actually get paid for their work plus gain exposure from a wide audience. If you control the rights to your music, a non-exclusive agreement can be signed that typically pays 50% of the licensing fees collected. Two of the leading licensing companies that accept submissions directly from artists are:
Rumblefish – Rumblefish features an online music licensing store that makes it easy for buyers to search and purchase licenses directly from their catalog of available music. They also allow artists to keep 100% of their PRO royalties Cost: $0
PumpAudio – PumpAudio was recently acquired by Getty Images and is now able to offer Getty’s existing customers access to their music licensing catalog. Cost: $0
Playing live shows is one of the most important things an artist can do to build a fan base and create momentum for their career. Of course it’s very difficult to get booked if you are not widely known, regardless of your talent level. A couple of online tools that can help artists improve their chances of getting booked are:
Sonicbids – Sonicbids allows artists to create an electronic press kit (EPK) that can be submitted via email instead of mailing costly and environmentally unfriendly traditional press kits. They also feature a list of promoters and gig openings where artists can submit their EPK for consideration. Cost: $49.95 annually.
Eventful – Eventful is a leading provider of local community events calendars where artists can upload their tour dates. Their unique approach allows fans to create demand for a specific artist to play in their town. Artists can use demand information to help them plan a successful tour. Cost: $0
Many music fans now spend more time on their mobile device than their PC: It only makes sense to develop a mobile strategy for promoting your music. Mobile marketing solutions can include text messaging, ringtones, ringbacks, full track downloads, wallpaper and mobile fan clubs. Two solution providers that make it easy for artists to start marketing their music through mobile devices are:
Broadtexter – Broadtexter lets independent artists easily create mobile fan clubs plus text fans with artist news and regionally based tour date alerts. Costs: $0
MyxerTones – MyxerTones allows artists to create mobile phone ringtones and wallpapers that can be bought directly from a mobile device or the artist’s website. Artists can set their own prices and keep 60% of the revenue collected for their content. Costs: $0
Building a strong fan base is the key component to a successful career but simply finding a way to get noticed by fans can be quite challenging. There are a lot of great options for promoting your music on the web and here are a few that you should definitely consider:
OurStage – OurStage features a monthly competition where fans use a voting system to determine the best song and video by genre then select an overall winner. There are several monthly prizes, including a $5000 grand prize. Fans of your specific genre will get exposed to your music and even have the option of purchasing it. Cost: $0
Artist Data Systems – ADS can automatically synchronize an artist’s information, news and tour dates across several social networks and music related sites. This allows an artist to expand the number of places where fans can discover their music without the hassle of individually managing the same information on multiple sites. Cost: $0
ReverbNation – ReverbNation offers a vast assortment of promotional and viral marketing tools for artists including email newsletters, media players, street team programs and embeddable widgets. They also provide detailed reporting and statistics on fans, songs, traffic and widget use. Cost: $0 (they actually pay artists a share of ad revenue from their site)
David Rose is a former technology industry and music business executive and currently the Managing Editor at KnowTheMusicBiz.com
No series about The Recession Proof Musician would be complete without hearing from Mr. Buzz Factor himself, Bob Baker. I’ve been reading Bob’s writing for over 10 years now, when I first started learning how to market my music. Over the years, Bob has provided ideas and strategies that have helped me (and other musicians) think differently about marketing and promoting music, and I’m grateful for his online presence. Thanks Bob, for everything!
The Kama Sutra of Music Marketing
by Bob Baker
Reprinted from Bob Baker’s Indie Music Promotion Blog
When was the last time you thought about music promotion and making love at the same time? Been a while? Well, by the time you finish reading this column, you may do it more often. (Thinking about the combination, that is. How often you “do it” is up to you 🙂
This whole idea started when I ran across an article by Desiree Gullan called “The Kama Sutra of Marketing.” (In case you don’t know, the Kuma Sutra is an ancient Indian text widely considered to be the first manual on love and human sexuality.)
It reminded me of an analogy I’ve often used: Marketing is a lot like dating.
But most self-promoting musicians don’t think of it that way. And because of that, they struggle to get noticed, connect with fans, and make more money.
So, here are some valuable lessons from the Kama Sutra you can apply to your music marketing efforts:
1) Don’t settle for anyone – search for your music fan soul mates
You’ve heard the jokes. “He’s not Mr. Right, but he’s Mr. Right Now.” When dating, especially if people feel desperate, they settle. Instead of finding the right match, they pursue relationships that have little long-term potential. “Well, it’s better than being alone,” they say.
Do you do the same with your music promotion? Are you out to catch the interest of anyone who will listen? Or are you more discerning? The best way to proceed with a music career is to first decide who your ideal fan is. Who is your music-related soul mate?
How old are they? Do they tend to be male or female? Where do they hang out online and off? Where do they shop? What magazines, blogs and web sites do they read?
Get a handle on who you want to attract. Then focus on reaching only those types of people.
2) Get to know your fans first
What do you do on a first date with someone you really think has potential? Do you talk endlessly about yourself and how great you are? Or do you listen a lot and have a two-way dialogue?
Sadly, most people feel the need to impress others with how cool they are. So they launch into a laundry list of everything they’ve accomplished in their lives. Unfortunately, this approach leaves the other person feeling more neglected than impressed.
It’s the same with music promotion. It’s not all about you and your needs. Get to know your audience and what their interests and concerns are. Listen more than you talk. Share some of yourself and your story as you get to know them better. Give your fans a chance to know, like and trust you.
3) Don’t forget foreplay
Okay. You’re excited. You met someone new who really likes you. You anticipate the potential pleasure you will both experience together so much, you can taste it. It’s time to move in for the grand finale, right?
Wait! Hold your horses, Casanova Carl (or Valerie Vixen). Ease into the blessed event. Warm each other up first.
From a marketing standpoint, that means you don’t have to be so quick to ask for the sale. Wine and dine your fans (figuratively) before you flash your “Buy Now” button. Tease them a little with samples and insights into your songs. Leave them wanting more!
Consumers generally need to be exposed to something they enjoy 7 to 10 times before they get out their wallet or credit card to make a purchase. So expect and allow for this delayed gratification as you promote yourself.
4) Be a great lover
When the time comes to consummate the relationship, make sure you deliver the best goods you can. Make it a joyful and stimulating experience for all concerned — one your fans will remember (and maybe even tell many others about) for years to come.
That means you must create an unforgettable experience (be it a CD, music download or live show) filled with benefits that make each fan feel good. Make yours the best music in your genre. Thrill your fan partners so much, they’ll want to recreate the experience again and again.
That’s your goal as a self-promoting musician: Create moments your fans will want to duplicate over and over – all the while telling their friends about you and the great time they had.
5) Contact them and ask for another date
Finally, don’t leave your fans hanging after your first meaningful encounter. Get back in touch soon to thank them and let them know how much you enjoyed the experience.
This means you must follow up after the sale. Why? Because, if it was good for both of you, you want the relationship to continue. You want to interact more and enjoy more positive experiences (including music and merchandise sales) together.
Therefore, you must put a huge emphasis on building and using a fan mailing list. Capture the name and email address of everyone who has a positive experience with your music. Then input those details into a database and send messages to your fan list on a regular basis.
See, there is a connection between the Kama Sutra and music marketing.
So, from now on, when you’re engaged in music promotion activities, I encourage you to think about dating and making love.
But vice versa … you might think twice about that one 🙂
Check out Bob’s free report, How to Recession Proof Your Music Career
Bob Baker is the author of “Guerrilla Music Marketing Handbook,” “Unleash the Artist Within” and “Branding Yourself Online.” He also publishes TheBuzzFactor.com, a web site, blog and e-zine that deliver free music marketing tips and self-promotion ideas to musicians of all kinds. Visit TheBuzzFactor.com for more details.
Bob has been a panelist at SXSW and the Nashville New Music Conference. He’s been featured in Music Connection, VIBE, American Songwriter, Canadian Musician and Electronic Musician magazines, among others.
In more recent years, Bob has cranked out several new books, reports and audio programs, including MySpace Music Marketing, and Guerrilla Music Marketing, Encore Edition, Unleash the Artist Within, and Branding Yourself Online
In addition to writing and presenting workshops, today Bob enjoys life with his girlfriend, Pooki, and his daughter, Kelli-Rae. He serves as president of the St. Louis Publishers Association, and continues to write and perform music as much as time allows. Curious about what Bob’s music sounds like? Take a listen to his old band, Roomful of Jimmys.