Marketing In The New Music Business
If needed to give this post another title it would be, “If I Had It To Do Over Again”.
This will be the first in a multi-part series on ways to navigate the waters of Music 2.0 making use of the limited funds readily available to a new band, indie or management business. What I’m wanting to do is to formulate an action prepare for the new artist utilizing real business strategies in addition to emphasizing the restrictions of the “old” music biz and it’s approaches – such as the reliance on CD sales and inflated value of chart rankings. We’ll explore why these things simply aren’t relevant any longer, and why this is good for you.
For this first entry, I believed it would be suitable to highlight some core values – my best recommendations – prior to you begin to put yourself out there and start your venture:
# 1. Your newsletter is PRICELESS!!!
Begin building your newsletter – e-mails, addresses, telephone number, screen names – NOW! Do not wait. These are going to be the people you work for. This is your core fanbase. These are the folks that will keep your career afloat due to the fact that they care about you! Deal with the list like GOLD and keep developing it. Your list represents a targeted group of customers who have currently expressed their gratitude just by registering. They understand who you are. They’re into you. These are the people you will OVERDELIVER to – beyond their expectations!
# 2. Build neighborhood before commerce. The Trust Component.
In music, you’re in business of hearts and minds. Develop a relationship with your fans FIRST, and everything else with follow. Welcome their input – offer things to them for free – make them feel special. You are building a town putting yourself as the mayor. See to it to obtain the support of your constituents by any methods neccessary.
# 3. Songs ought to be forever – however not recordings.
When it finally comes down to recording your music, take a look at the huge image. The CD is passing away (dead.). Why? Hell, there are a lot of reasons that I can barely conceive of them all. My viewpoint? The labels intent was always for you to RENT the music, not to OWN it. [I’ll be sure to discuss this later.] Provide your music away. As soon as you tape it, send out the MP3s to everybody on your list totally free. If you demand printing CDs, hand them out for promotion too. Make sure you utilize this valuable opportunity to GROW your newsletter. Free music is not just a fantastic reward for an email address, but it assists construct neighborhood and goodwill with a new possible fan. It’s most likely the best method to bring people into your circle!
By now it should be evident what the common denominator is: FANS!
Treat them like household – disregard them at your hazard.