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Create Your Own Marketing Machine
In the past, major record labels have been successful because of their monopoly on various facets of the music industry. While their hold is still great, there are now more options than ever for musicians. With the lower costs of CD manufacturing, and the advent of the Internet, it is possible for diligent musicians to create and sell their own music.
The "secret," if you want to call it that, is in being diligent in the first place. While the majors have large staffs and interns, you will most likely have a skeleton crew. But if you want to produce music your own way, it’s a way to go. So instead of focusing on what the majors are doing, I’m going to discuss what can be done on a smaller level.
This marketing model is currently in use by both indie and major labels. The only difference is the level of resources used:
As you may have noticed, these various parts feed each other. Here are examples of how you can fill these needs on a local level:
Audience: Without a doubt, the audience is your most important piece of the pie. Your audience comes to the shows, buys your merchandise, tells their friends. They are the ones who create the buzz. Build your audience by:
* Telling everyone you know
* Sending flyers to your mailing list
* Holding a contest for the people who bring the most guests
* Posters
* Pursuing media exposure
Live Performances: There is a direct correlation between a great show and merchandise sales. If members of the audience like the show, they will buy merchandise and tell their friends. They will also request your songs on the radio. Increase your live show quotient by:
* Create a great live show
* Always be on the lookout for new performing opportunities in your area
* Hook up with a regional booking agency
* Book shows yourself in nearby cities
* Sell CDs, T-shirts, and other merchandise at shows
Media Coverage: Articles in local press and TV will bring you and your band above the radar. Web sites and reviews can also raise your profile on a global level. Viewers and readers will come to shows based on great reviews or repeated listings of your band’s name. Web surfers can listen to your music and buy your CD Get more press by:
* Have a great photo, done professionally
* Assemble a solid press kit with photo, bio, and a sample of previous clippings
* Create newsworthy events to promote you and your band.
* Have a web site
* Get reviews in print and on the web
* Have MP3 song files available for download by potential fans.
Radio Play: When your songs are played on the radio, more people are exposed to your music. Radio play creates new fans who will possibly come to your show, buy your music, and also tell their friends. Increase radio play by:
* Sending your music to local college, public, and "all format" radio stations
* Hiring an independent radio promoter
* Asking your friends and fans to call and request your songs
Movie/TV Exposure: Getting your songs used in movies and TV, also known as synch licensing, can expose your music to an even wider audience. If your song is used in a memorable spot, this would be a great excuse for more press. Widen your reach by:
* Approach local film students about using your music in their production
* If payment is not available, ask for on screen credit.
* Approach the local cable channels for the same
* Scan Hollywood Reporter to choose appropriate films in production
* Pitch your songs to Music Supervisors of film companies
Each of these sections can add up to success on a regional and national level. It’s up to you.
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