Category Archives: Get LOUD! Music Marketing & Promotion

Marketing in the Modern Music Biz: How to Get People to Notice Your Band

Written by Tom Edwards

We’ve all heard the phrase: You have to spend money to make money. It’s a popular expression because it’s true. This hasn’t changed over the years, but the method of getting yourself out there to actually make the cash and get your band heard certainly has. The days of driving all over town to staple up flyers are for the most part extinct, and the days of clicking a button to obtain the same result has arrived. The world of digital downloads and streaming video; of websites and computerized graphic design; of Facebook event invites is ready and waiting for you.

To start, I want to address a statement I’ve heard from quite a few of the more inexperienced artists I work with: “I don’t care about the money, it’s all about the music.” …I’m totally with you. I’m on the same page. Unfortunately for both of us, if you absolutely don’t care about making money, no one is going to hear your music.

This is true for a variety of reasons, but one is very overlooked by newbies; and quite possibly the most important: No one is going to take you seriously if you offer play for free. When a booking agent hears this, they immediately think: This person doesn’t play anywhere else. No one is coming to this show. or He must not be very good. That may be an exaggeration, but you get the point. Even if you really don’t care about money, don’t play for free. Unless of course it’s a charity fundraiser or something to that effect, then by all means get the publicity and help out a good cause.

One thing to remember is you can spend the money you make playing gigs on whatever you want. In other words if you really don’t care about the money or don’t need it, invest it right back into your music career. You can buy merch, business cards, a Bandzoogle website, flyers, studio time or more equipment. (We’ll get to that in a minute.) If you can do it financially, this is the best option. The more of these things have, the more professional you appear and the bigger the shows you can book. To put it into perspective: More people will hear your music. I funded a world tour almost exclusively from playing shows. There is no end to the possibilities of your music career if you simply put in effort and make it happen.

Now that I’ve explained the reasons you should care about making money, I’ll show you some ways to use this income and get yourself noticed:

Make a Website
This is huge. When you talk to a booking agent, club promoter or any interested party for that matter, they almost exclusively ask the same first question: Do you have a website where I can check out your music? If you want people to take you seriously; and get more people to notice your band, your answer should be yes.

The biggest issue with this in most cases, is that most musicians don’t know how to build a website and they can’t pay a programmer the generally high amount of money to make one for them.

I have your solution, and it’s cheap and easy: Bandzoogle. I was tipped off to its existence a couple of years ago by a fellow musician, and it changed my music career almost immediately. I felt like a rockstar when I could tell people to “check out my website.” I booked more shows and had a place to send people when they asked about my music. It’s only $9.95 per month for their cheapest plan which includes a basic design and your very own “.com” address; $14.95 a month for the aforementioned items plus full design customization and some extra storage for music files and photos as well as fan statistics; and finally $19.95 if you want all of that along with download codes which you can hand out as promos at shows, etc.

The design part is incredibly easy. You simply pick a theme, and drop whatever you want into it. Videos, pictures, news, a show schedule, contact form or even html code. Uploading your music is very simple as well: all you have to do is upload them and add a title and Bandzoogle provides a very nice little music player at the bottom of the screen. You have the ability to allow or disallow free downloads of your music. I can’t stress the importance of this enough: Get a website. No excuses. Plug that URL everywhere once you do.

Get Business Cards
These are cheap… incredibly cheap; and you will be surprised at how many people say things like “Oh wow, you even have cards?!” Again, you look more established and credible. I use Vistaprint for my business cards. You can choose from literally hundreds of pre-made designs into which you can simply type your information; or you can upload your own design using their downloadable template. If you know how to do basic graphic design, I recommend the latter option. Make sure to include your name or band name, contact phone number and email, website and what kind of music you play.

If you want a custom design and don’t know how to design one, contact me on my music website: www.tomedwardsmusic.com under Booking, and put “Business Card Design” as the subject. My email is at the bottom of the booking page. See how I did that? Now you’ve heard my music. I’ll reiterate: Plug that URL everywhere. I charge very low rates for fellow musicians: Usually $30 for a card design, depending on how detailed you would like it.

Make Social Media Accounts: This should be a no-brainer for modern music marketing. Make a Facebook fan page, a Twitter account and a YouTube Page. Studies on Facebook user interaction have shown that 1-4 engaging and interesting posts have better results than posting overly frequent. Think quality over quantity. Twitter is a different animal, and you should be tweeting at least once a day if not more. Try to post things that you think people will share or retweet. I tend to take a humorous approach to my posting in order to gather more attention. This is especially effective on Twitter. And again: Post your website URL on there and share it.

Sell Your Music on iTunes
This is a great way to make your music available to people and appear more credible. I haven’t mentioned having good-quality recordings in this article for the sake of sticking to new-age-related music marketing tips, but you should know that it’s important.

Go Ahead and Spend The Money on a Good Photographer
By all means, get creative with it, too. Try to think of original or unique photo ideas and pay somebody who knows what they’re doing to take them. In this day and age, with everyone calling themselves a photographer, it’s pretty easy to find someone for cheap to do this. Make sure to check out their work and see if it fits the style you’re aiming for. This is very important for credibility on your website and social media pages; as well as flyers.

Join Music Self-Promotion Sites
I use Reverbnation for this. It’s kind of like a pseudo social media site for musicians, in which you can share your music, bio, shows and booking information. The reason I still use it even after creating a website is for it’s integration in other social networks, like Facebook; or even your website. You can put a music player on your Facebook fan page, which is pretty crucial, and I use their embeddable show schedule widget on my website when I’m home in the states.

Create Your Own Flyers
I know I said the day and age of flyers is over… well, I lied. Somewhat, anyways. I still use flyers at many shows, albeit I don’t plaster them all over town unless it’s a big event. I usually just post a few in a venue a couple weeks before I’m schedule to play there. The other big use for flyers and graphic design ability is on your website and social media pages. It always looks better to have a nice looking graphic at the top of a Facebook event page or website. Music marketing is all about your credibility; i.e., your appearance as an established musician. I can’t say that enough. Making flyers is pretty simple, but make sure you have a decent program to do it with. I use Adobe Photoshop, but there are plenty of other options available for cheaper. For the love of all things holy, don’t use Microsoft Paint. You’d be better off with a picture of a piece of cardboard that you’ve drawn on with a Sharpie. If that’s your only option, skip the self-design tasks for now. This is something I highly recommend learning basic or intermediate skills in, though. It gives you the ability to look extra-professional without the price tag. For big things like album artwork however, pay someone who knows what they’re doing. I can always spot a do-it-yourself album cover. A lot of times I cringe, which is sad for bands who have a great sound to put out there.

To summarize, get with the times or forever live in the dusty shadows of open-mic night acts. If you’re all about the music and you don’t care about money, perfect. I love your attitude and I share the same one, however we now both know the part it plays in our success as musicians. Put in some work, spend a little money and get yourself heard. No one is going to notice your band unless you help them find it. We’re all ready and waiting to listen.


Tom Edwards is the founder of ; and writer and website designer for Artists Abroad, an organization that inspires the wont of travel, of seeing local live music and art, and the motivation to help people get off their couches and enjoy life to the fullest. He has played music professionally for 8 years and is currently touring Europe, Southeast Asia, Australia and New Zealand with this organization, under the newly-formed group “Tom Edwards & Friends.” You can follow his unique experiences while traveling at www.artistsabroad.org or hear his music at www.tomedwardsmusic.com

Get LOUD! How Do I Promote My Music?

bonnaroo_2008_crowdDIY Music Marketing
The #1 question we hear from artists today is “How can I promote my music to reach more fans?”. Maybe you’re a performing musician looking to get more fans to your gig, or you’ve got some great music up on your webpage but are having trouble directing traffic and gaining unique visitors. This post is for YOU!

The truth is there is no one universal trick to increasing your audience. You have to think like a marketer who is selling a product, and determine exactly who your buyer will be and what their particular needs are. Yes, it can be deflating to think about words like “sell” and “product” when you just want to be creative, lay down epic tracks and party, but if you’re looking to grow your audience yourself, something that is essentially a requirement at this juncture in the music business, you will have to learn to think from the point of view of the music fan and develop a plan to speak directly to your unique audience.

Below are some tips on just how to get started learning and speaking to your audience.

Get Informed!
Know your audience, all the way down to their age, gender, location, where they shop, what websites they visit, what they do for fun, and of course, what they listen to. Check out some more established artists that are similar in sound and lyrical style to your own. Research their fans, take note of fan comments on Twitter, Facebook and other social media outlets, focus on what drives them to stay locked in to this particular artist, and what the artist does to keep them coming back for more.

Find out where your audience hangs out, shops, discovers music and culture, and where they attend concerts. Work your tail off to get your music in these places, whether you’re booking 30 minutes as a supporting act, working with a local business to get your music on their website, or working out a consignment deal to get your music in their stores. Putting in the work necessary to learn who your audience is, and then focusing efforts on these areas will greatly enhance your chances of developing your fan base.

Get Creative!
Facebook event notification? Yay… Venue flyer? Hooray… These methods are old and tired. Most folks click close or ignore before they even see the event description, especially if you’re a developing artist. Take a stab at some more creative promotional ideas. We’re not saying you have to pull a “Kanye” and project your face up on buildings in 60+ cities, but do something to draw attention and get folks talking about you and your music. Below are some ideas we came up with on the fly:

  • Recruit some friends to post concert promo flyers (or share a social media post) with their names on them around town, directing fans to bring flyers to the show for free entry, a CD, t-shirt, or poster. Reward the friend with the most flyers (or most retweets/likes) turned in with an awesome prize, maybe a hug or high five? Perfect!
  • Partner with a local business to exchange promotional efforts. Mention their name in your flyer or at your show in exchange for music play or product placement in their store.
  • Organize a fundraiser to support your favorite charity, invite other local musicians to perform and combine marketing efforts to reach a wider audience, increasing participation in the fundraiser and ultimately growing your fan base.
  • Infiltrate your local radio station and force them to play your record all Airheads style. Just kidding, don’t do that. (if you haven’t seen this movie we can’t be friends)

Get to work on some ideas of your own! What do you have to lose? You’re an independent artist with no commitment to anyone, start acting like it and take some chances!

Be Yourself!
We know this sounds cliche, but it’s important to connect with fans on a personal level. Give your fans something to relate to, publish content (video, blog, twitter, etc.) about what influences you to write or perform, where you find creative inspiration, what interests you outside of music. When a fan reaches out, respond promptly and professionally, and thank them literally thousands of times. This is the seed that grows your music tree. (haha silly)

A typical misconception made by musicians, and brands for that matter, is you can’t be successful unless you are liked by anyone and everyone. This is untrue, many professionals make a great living marketing to those who love them for who they are and what they do. Focus on what makes you great, speak directly to your audience, and realize the benefits of fan loyalty. Erika Napoletano, rockstar author, has a great book on this concept called The Power of Unpopular. Check it out!

Most importantly, make music everyday, and keep it funky. Unless your music style isn’t funk, then you would keep it bluesy, or jazzy, or rocky, or hippity hoppity?

Peace out,
TAT

References:
All You Need to Know About the Music Business by Donald Passman
Music Marketing: Press, Promotion, Distribution, and Retail by Mike King
The Power of Unpopular by Erika Napoletano

Where Do You See Your Music?

How important is associating your music with video, products, experiences?  Music associated with a film, television episode, commercial product, or experience can induce an emotional attachment, dramatically extending the life of a song, an album, or a career.  We’re willing to bet you have a list of songs that you can associate with movies, TV shows, products you’ve purchased, places you’ve visited.  This is why music placement, licensing and the role of music supervisors are so important in the development of commercial music.

What music has impacted your life?  What are you reminded of when you listen to your favorite jams?  Below are a few examples of music that we associate with video, products and past experiences:

Song:  Lookin’ Out My Back Door by Creedance Clearwater Revival

Connection:  This diddy is featured in the Coen Brothers’ movie The Big Lebowski, where The Dude crashes his car into a dumpster, and discovers Larry’s homework.  For some of us this scene was our first exposure to CCR.  Now we’re mega fans.  Duh.

Song: Sal Pa Fuera by Puya

Connection:  Bet you’ve never heard this jam before.  It’s a high energy rock track, with salsa/metal/punk? style vocals, and entirely in Spanish.  We don’t understand a single word, even after several years of college spanish, but there is an exciting emotional attachment, since this song was placed in the motocross film Fox Terrafirma 5, which our founder was into at the time.  Released in the late 90’s, this song never fails to get the blood pumping, and holds a permanent spot on our hard rock playlist.

Song:  Phenomena by Yeah Yeah Yeahs

Connection:  Featured in the 2013 Cadillac ATS TV Spot below, the song reminded us of why we dig the Yeah Yeah Yeahs, and why Cadillac’s marketing team rocks.

Check out the articles below to learn more about music placement, and the role of the music supervisor:

Risky Business, ‘Pulp Fiction’ would be nothing without music supervisors By Patrick Donohue – pdonohue@beaufortgazette.com

Alexandra Patsavas brings ’80s music back By Glenn Gamboa – glenn.gamboa@newsday.com

Discussing Film/TV with Michelle Crispin By Tom Kidd

Looking to build a connection with your audience?  Link up with our friends at Mighty Generation Music to get your music licensed and placed in TV and Film. They rock!

mightygen

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Keep it funky,

TAT

Free Internet Services = Little Customer Value?

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This recent billboard article written by Glenn Peoples discusses the status of music streaming services, and internet companies in general, stating that most registered user accounts (in some cases over 70%) go inactive.  Problem – free internet services (even Facebook & Twitter) are having trouble converting consumers into customers.

We love free internet services.  Spotify free is great, comes with all the music we need, is easy to use, operates a satisfactory radio service, and social connectivity with Facebook is a breeze.  Many vouch for the paid service to skip out on ads and listen offline, many do not because they are cheap like us and don’t care about that annoying Spotify jingle.  However, paid subscribers only account for small portion (approx. 20%) of Spotify users, creating a challenge to build revenue, hence the advertising.  The advertising is targeted towards the 80% that are using Spotify free, which is great, because there are gazillions (not actual number) of Spotify free registered users out there.  The problem is that over 70% of these users sign up and never look at the Spotify app again.  Might have something to do with the old analogy that free stuff means no value or too good to be true.  Lessons learned from the free back rub offer on craigslist…

So the question is:  do you focus on growing your advertising revenue or do you focus on growing brand loyalty with your 20%?  Can you effectively do both?

Peoples states that “The paying customer is a far stronger driver of a music service’s revenue than advertisements that target the free customer”.  If this is true, one scenario could be a loyalty rewards program, either by reducing costs of a membership over time for the most active subscribers to hold on to users.  Or maybe a reduced rate for referrals where new subscribers can list those who referred them to the service, allowing the referrer to receive a discount on music downloads, merchandise, donkey rides, what have you.  Referrer. (needed to type it 1 more time)

Just a few ideas.  Feel free to pay us directly once these ideas are implemented.  Cool thanks.

Keep it funky,

TAT

Case in Point – Building Customer Value

The Power of Unpopular

A little departure from music, but a big step in brand development.  If you get a chance, check out The Power of Unpopular by Erika Napoletano.  Included are some great lessons on listening to and appreciating your audience, building your brand personality, and marketing to only those who want to hear you, complete with references and case studies from unpopular brands who made it big.

Sometimes a simple tweet can express all the customer appreciation needed to grow your brand, hence, our case in point below.

Keep it funky,

TAT

Site in progress…

Stay tuned for updates!  In the meantime, check out some music at our soundcloud page, or connect with us on facebook and twitter.