With the evolution of the Internet, the complete scope of a music career has been revolutionized. This includes the way musicians search for gigs, sell their music, establish their fan base, and find a record deal–the whole shebang. The reason why the Internet is the mastermind behind this whole change is because the days of “artist leading the fans,” are over. Today, fans can purchase their favorite artist’s music one song at a time (or not at all) and literally make or break a musician’s career with the click of a mouse!
It can be tricky knowing where to market your music nowadays. Propaganda is everywhere, and unless you have a solid marketing plan, your music could very well end up in on the back burner along with your dreams. With relation to the Internet, here are some websites every enthusiastic musician should be aware of:
- Alexa — Alexa supplies info about websites including Internet traffic statistics, top websites, and online reviews. If you have your own website, Alexa is great for tracking your growing online popularity.
- Pure Volume — Pure Volume is the site for up-and-coming artists to host their mp3s and receive exposure. Unsigned musicians, major label artists, and independent labels are welcome.
- Bandpage — Bandpage is great for musicians to share touring schedules, photos, videos, music and more with their fans.
- Reverb Nation — Super site for locating and networking with various recording artists, audio engineers, and hip-hop producers.
- Soundclick — Superb for locating independent music producers.
IT’S NOT HOW IT USED TO BE
If you look at the way marketing was done as far back as fifteen years ago when CDs were all the rage, a lot has changed. In these times, if independent musicians want to market their music, the following steps are suggested:
- Use your contacts; there may be a record deal in there somewhere
- Organize a distributor to get your music into record stores
- Send your CDs and press-kits to radio stations and reviewers
- Play live gigs as much as possible
- Develop a fan mailing list
The above list should be applied in the given order. If one-step fails, you can go to the next one. In fact, last step of grooming a mailing list of fans has sent a few non-performing artists on the road to sure success.
However, marketing music today still requires crucial moves that were unheard of in former times. According to sage advice on the music circuit, here are additional things you need to do, or know, to get your music career moving:
Record Companies
Previously record companies provided a protective role for new artists by taking care of the majority of their marketing and more. Currently, seeking a record deal right off is highly discouraged. Four main record labels exist at the moment; those are Warner, Universal, Sony, and EMI with a handful of independent labels in the mix.
Overall, record labels do not provide the marketing backup like before. New artists deemed “investment worthy,” are given a shot, while the record label keeps their fingers crossed. Unfortunately, many deals turn out to be no better than the paper they are written on and its back to square one. In many ways, you are better off promoting your own music.
Distribution
Many small music shops have all but disappeared and larger stores have taken over. The problem is that larger stores do not specialize in music. Stores like Barnes and Noble and Best Buy have music sections that get smaller every year. Therefore, soliciting distributors to place your music into any of these stores will probably be a waste of time.
Making a CD
While word has it that CDs will be obsolete within the next few years, they are still a good investment. The CD is one of your best friends. They are better than a paper business card or email attachment because they are tangible items that you can give, mail, or possibly sell. Many successful artists have sold their CDs out of the trunk of their cars! Above all, a CD shows your talent. Venues and clubs that hire you will want to know what you sound like and a CD fits the bill perfectly. If your gig is successful, you will have something to give or sell to your new fans as well.
Playing Live
Playing live gigs is more important than ever. Previously, concerts were used to promote music. Now, recorded music is used to promote concerts. At present, concerts have become the bread and butter of the music industry. Let’s put it this way; fans can get just about any recorded music they please for free online. They do not have to purchase your music, but they may shell out a few bucks to see you live.
Email List
Emailing is another necessity in the music business today. You can immediately contact current and potential fans. Utilizing a service like Constant Contact, MailChimp or Aweber allows you to send out tons of emails in one go for a reasonable price. You can keep everyone informed about future gigs and recordings each month.
TODAY’S MOST IMPORTANT MARKETING TIPS
The previously mentioned marketing rules have changed and for good reason; the Internet. Here are the essentials for marketing your music today:
- Use your contacts; there may be a record deal in there somewhere
- Send your CDs and press kits to radio stations and reviewers (call them first; they may prefer a link to your website or soundbites)
- Play live gigs as much as possible
- Develop an email list
- Create a marketing strategy that uses the Internet
ADDITIONAL TIPS
- Don’t be afraid to ask people to buy your product. If you don’t ask, at least in the beginning, you probably won’t sell very much. You will need courage and true belief in your music and yourself.
- Create a website on which to sell your music and be sure to keep track of your sales.
- Work on your brand, advertise your band, market your songs, and always try to book additional or repeat gigs.
- Be repetitious. If you want to create a fan base or win a record deal, you have to stay on track and keep your name out there.
CONCLUSION
Unfortunately today, a large portion of the music business has become an image business. In many genres, it’s 80% image and 20% talent. There will always be the talented musician with the great sounding voice or superb instrumental skills sitting in the background. By using these tips and by creating great music–mixed in with a little time and persistence–you too may soon be recorded in history as the next band or artist to shake up the music scene. Good luck!
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