Make Them Aware

Music promotion, how are you doing it? For ease, let’s say this is about promoting you as an artist, not a specific track.

People think that spamming is a great way to promote their music, but spamming is not only time consuming, it is also less effective than other methods of promotion.

When people spam links on Twitter they usually create a general message which they send to everyone. This makes things quicker, but personalisation is very important.

Let’s get one thing straight, the people on Twitter are generally not record labels and do not have the power to start your music career, if they watch your video all you get is an extra view (that’s if they watch it, they might just get annoyed at the fact you’ve intruded on their mentions) and maybe an RT. However, if you’re thinking of music as a career path views are nothing unless you can turn them into numbers in your bank account.

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The music industry has changed a lot over the last few years and independent blogs have more influential power, so how can you take advantage of that change?

  1. Research blogs in your genre, creating a spreadsheet or urls, contact details an Twitter handles as you go
  2. Send out personalise emails to each of them- do not BCC all (and definitely don’t CC)!
  3. Use the template below if you need help

Hey [BLOG NAME]

I really enjoyed reading your post on [PICK A POST] and I thought that you might like to write about [BLAH]

Describe blah

Keep up the great work

[Your Name]

When I receive too many emails and I know I’m only going to be able to deal with a few, I scan them to see how they’re written. If the written English is poor and they are not personalised in any way then they usually don’t get read, if you don’t value what I do enough to spend time constructing an email that’s fine. I just won’t value you enough to spend time writing a blog or a press release etc. People forget that the music business is a business- it’s not just about the product (in this case the music)

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Never forget the marketing mix- this is the whole process. The product (music), as you can see, is just a subsection.

Product – The music

Price – Either free or paid

Place – Physical or digital

Promotion – THIS IS WHAT WE’RE DISCUSSING NOW- making people aware of your product.

Think about this. iPhones are not the best phone, but the well built brand and effective advertising mean that it’s very popular and successful- even though there are phones out there with a better specification- THE PRODUCT IS ONLY PART OF IT

It’s about More Than Music 

Facebook isn’t actually a good form of marketing as only a small percentage of your friends see the things you post and only some of them will actually look at it. Word of mouth is a good form of promotion, but to get people actively talking about it you need to have something worth talking about and, let’s be honest, most of you haven’t.

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Stages of Promotion:

Advertising– This is how you present the idea, for example on billboard, TV ads etc. THIS IS TO EVERYONE

Direct Marketing– This is where you look at your target market and advertise specially for them. For example, when you promote a post on Facebook you can choose who sees it, for example a young male artist may be targeted at females ages 13-15 based in London. You can also use emails, phone calls and other methods.

Personal Selling– This is one to one, for example inviting your Facebook friends to like your fan page or visit your website

Public Relations– How you keep the interest. For example, press releases, social media etc.

Corporate Image– How the artist is seen, your reputation, your image- the brand they are buying into (think band or brand)

Sales Promotion– Special offers

Sponsorship– Provides finance and adds credibility as someone is investing in it. Also adds additional promotion and you may get some free clothes

Viral Advertising– This is when people actively share something until pretty much everyone has seen it. Think Charlie Bit Me and Gangnam Style

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If you need a pointer then here are a few things you can do:

  • Build a team– if you have set people that will share your music more people see it (even if these people are just your close supporters sharing the links)
  • Get blog coverage– instead of spending time tweeting your followers who probably don’t really care, research and develop a database of music blogs and email them all individually
  • Interviews– Interviews are a great way to let people know what you’re about at the same time as promoting your current music
  • Competitions– Increases interaction and is also a good opportunity for promotion
  • Network– This way you can talk to people about your music on a one-to-one level
  • Keep your image in check– attitude, style and just how you deal with things
  • Q&As & Ustreams– increase fan interaction
  • Website– Use SEO etc. to draw traffic. It also gives your career a pinpoint. I just created a new website for Hipman Junky.

Post links, but don’t spam. There are better ways to get people watching you.

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You can have 1000 people that claim to like your music, but if none of them will buy your music or pay to see you live then they’re a bit useless. It’s much better to have 10 fans that will endorse your career by spending money on your music, gigs and merch, so make time to interact with them and value them!

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