When you tell an independent musician the only way to survive without a major label is to market and promote his music it is like telling him he has terminal cancer. They end up taking that bit of truth as a death sentence. I believe they think this way on account of most artist think that the business side of music is linear thinking, boring and dull. This does not fit in with their out of box thinking and creative personality. Not to mention nobody wants to come across as a bad used car salesmen.
So let’s come up with some creative techniques to market your music. When you start to see CD sales increase, hits on your website, and more people at your concerts you will begin to see the fun in promotion. Feel free to play with these tips, have fun and be creative, but more importantly use them.
Creating your story so it is news worthy
Announcing the release of another new album is not going to create much buzz for you and your music. The entertainment section of your local newspaper gets this drab news from every other artist in town. So how do you create a story that is news worthy? What is your news hook? Here are a few examples that might give you some ideas.
I recently helped two sisters out by producing and co/writing their first original song. The song was dedicated to their dad who is in Cuba defending our freedom. The song was written from the girls perspective and reached into the hearts of all the families who have parents that are off in foreign countries while serving the United States of America. This story instantly caught the attention of local radio stations as well as the paper.
So what’s your news hook? Do the lyrics in any of your songs tie end to any current events or trends in your neighbor hood? Has anyone in your band won any awards, dated a celebrity or done anything note worthy?
Here are a couple examples of free press that artist received in various publications and the news hooks they used to get it.
1. 12 San Francisco bands got some local ink when they worked together to create a calendar. Each month featured a different band with interesting and humorous facts that happened to each band on various dates. Could you use this angle for your band?
2. Silverwolf Records got coverage for its Homeless Project, a compilation CD of songs about the homeless. Does your CD have a noteworthy theme?
Blurbs and short takes
While pursuing a featured article and a review for your new album is a must don’t overlook the power of blurbs and short takes. Everyday there are hundreds of music magazines, ezines, and local papers that need to fill certain editorial sections with music related items of interest. Here are some ideas for that:
1. I once put on a show with another local artist who had their own independent label as well. Their label was called Home Slice Music and mine was New Destiny Records. We put a theme to the show and called it a Slice of Destiny. Combining your efforts with other bands, record labels or a group of sponsors and adding a theme opens the door to more exposure.
2. I remembered working on booking my band at this venue who only booked national acts. After nearly three years of persistence they booked me and my band. I used that as a noteworthy bit of news for my local paper.
3. How long has your band been together? How many gigs have you played? How many CD’s have you sold? These are all possibilities for your band to make headlines with. Something for you and your fans to celebrate.
4. I remember hearing this story about a band that got pulled over by some local police searching them for marijuana. They told this story to the paper and used it to book a tour. They called the tour “Got Weed?” They ended up using something that could have been forgotten into a great marketing tool.
Take matters into your own hands
Don’t wait around for things to happen, make them happen for yourself. Conceive, create, and organize your own musical event. Here are some ideas:
1. Create a CD release party with you and other artist in your area who just released a new CD. Find a local venue or a music store that supports local and regional music. Offer some free, cheap, food and soda. Have someone be the designated speaker and host for the evening. Introduce each act separately and play one to two tracks from their new album. Open up the floor to allow the guest to ask questions about the band members, songs and the process of making the CD. Offer special discounts to those who attended that may want to buy a CD that evening. Try and promote this to the local paper as a safe and easy way for local music lovers to sample the areas music without bar hopping.
If you can’t tell by now I am a big advocate of working together with other musicians to create a scene. Musicians and bands should be more of a family. I hate how some areas treat music as a sport by competing against one other instead of working together.
2. Try putting together a multi act unplugged show at an unexpected venue. Try to think of places that your target demographic will hang out at. Such as: Boys and Girls club if you play pop music that appeal to a young generation. Perhaps skate shops if your music targets that demographic. Other ideas could include: Borders bookstores, art galleries, the mall, Christian book stores, new age retailers, hip clothing stores, etc.