Music Artist Marketing 101 Or “How To Create While Not Starving”
Virtually all Music Artist are profoundly similar in character to Painters or Sculptors or Craftsmen. What I mean is that you’re what your description implies and that’s you’re an Artist and while that’s what sets you apart from some guys being in an Air performer it also is what the Labels have always counted on. Historically Labels have always known that you the Music Artist have been focused on your music. You did not have time to think about the details of getting gigs or producing a compact disc or even creating your words and music (some of you). Forget about doing Marketing or PR. Not only did you not have time for that but it got to the point that any of those areas you disdained so you hired Managers to handle all of that for you. All you wanted to do was your music.
The Labels came on as being able to handle all of that for you and in some cases they did it well, but as time moved on the Managers, Agents, Labels and others have created an industry that literally feeds off of the Music Artist. Now the compact disc sales have declined 17 percent in just the this final QUARTER. Assuming that the re is a Label that will sign you they’re now no longer giving the massive advances as before and in fact now because they’re loosing resources like water thru a sieve , they actually have the audacity to demand a piece your touring re Clubs. So what can you do?
The answer is quite easy, the same paradigm shift that has caused the music industry to turn upside down (technology) and for performer to make less resources, is the same thing that will increase your income. Here it is:
Do not contemplate BRANDING yourself as denigrating your music; it is the opposite, when you create yourself as a BRAND you do two things. The 1st is that all over the place your music is played it is identified with you and the second is. ..guess what…you create a means of protecting yourself and your music with trademark protection (which fee you all of $250). Look at the Beatles the Grateful Dead and yes even Prince….
So think BRAND…BRAND…BRAND…because brother if you don’t then I guarantee an individual ( prefer a Label) will and then you are screwed when you become huge…so do it now.
Establish a mindset that the Band/Yourself is a Entrepreneurial Company. What does this mean? Think like this, Ken Abdo chair of the Entertainment Law Initiative at the Grammy Foundation, has been quoted at a recent conference telling about “A performer called The String Cheese Incident had formed a vertically integrated company to handle management, recording, intellectual property, legal counsel, and all other aspects of the business that is the band”. The guys took it into their personal hands to control their future. No longer might you think of being a Music Artist or a performer as just a way to express yourself. You MUST contemplate it as does any entrepreneur starting something new and cool. Otherwise you will be screwed down the line.
Use Technology; do not let Technology use you: Right now CD sales are not only in the toilet but they’re going threw the sewer system and that will not stop, for every digital download there are at least 10 copies ripped. But the thing is that the music is being listened to by a person who is downloading it somewhere, so that means occasion. How? Well for starters create your own damn web site. I cannot believe how many performers use MySpace.com to encourage them selves and do not have a web site to direct the fans to. So guess what? MySpace.com makes all the freaking resources off the ad space AND they secure YOUR fans.
When you do make your web site …add in ecommerce …add in your own cool stuff to sell…add in ADVERTISING abilities…add in blogs…chat…forums…backstage videos…videos of you practicing….videos of you select ing your nose, ANYTHING to make them want to go to your web site from the MySpace.com page you set up. Make it so they feel special. When a song is downloaded make a 10 second message to your fans at the end of the song that say “hey putz…come to my web site www.blahblahblah.com and see what other feenominal sh*t I’ve for you”. Now you think this is cheesy or takes away from your song? GUESS WHAT? STEALING YOUR SONG TAKES AWAY FROM YOU!
So try to vary your mindset as the itnertnet has vary d the music business and see what happens, you will live prefer Kings when you make music as opposed to starve prefer Artist.