Music Marketing Basics

There are many of us so called music marketing “gurus” talking about all the different ways you should be marketing your music to potential fans. I personally talk about reaching out and making friends, not the myspace kind mind you, the way you would in the real world; by means of talking to them rather than shouting “I have music and I want you to take out your money and buy it!” Others talk about myspace.com and other web 2.0 strategies and of course there are also the old die hards that still think you should be pushing radio and paying them lots of money to do so; “because that is the only way music is heard!” .... R-I-G-H-T .... Hello, it’s not 1985! All of us “gurus,” good and not so good, sometimes forget that we have been doing this for a long time and sometimes forget the most basic principles when marketing music because to us it’s just understood. We take the basics of marketing music for granted!

I just went online and did a search for “independent record labels” on google. I then visited 100 random labels as a little research project to see how many labels out of the 100 were doing the basics of music marketing. The results were far worse than I thought they would be. Less than half of the label websites I visited had accomplished even the most basic music marketing principle; provide a way to contact a representative.  

Music Marketing Basic #1

You have to make sure potential fans, press reporters, radio Program Directors, and anyone else in the world can get in contact with you. I realize that this seems so basic and simple that everyone should just know it already, but they don’t, and I personally have been guilty of not reminding my own clients of it’s importance. On every single piece of marketing material; CDs, DVDs, website, flyers, flats, EPKs, and anything else you use to market your music, you need to make sure you have a means of contacting you or your representative.

Make your contact information easy to find, easy to read, and easy to take action. This includes social networking sites like Myspace, Facebook, Youtube, and others. I can not stress this enough. I have been to many myspace profiles and wanted a way to contact an artist or label and the only means available was through the messaging system. You might be thinking that this is enough. It is not. You have to realize that people are instant gratification freaks, meaning they want what they want NOW! Provide a phone number with contact name, an email address outside your social networks messaging center, and PO box address. Provide this information on all your music marketing material.

It is not “cool” to be so hard to reach that potential fans, clubs, promoters, and other music industry people trying to contact you simply move on in frustration to the next “big thing.” You can create a groovy website, flyer, and other marketing material that contains “business” information without making your potential fans think you are “selling out.”

Music Marketing Basic #2

When people do find your contact information and reach out to communicate with you make darn sure you give them your attention. Waiting two or three days to seem “busy” or “not concerned” is crazy thinking. I am not saying you should sit by the phone and your email and answer on the first ring or reply to an email within two minutes. I am saying that when people reach out to you be respectful and reply to them as soon as it is convenient for you to do so. Once again, we are an instant gratification society. If it’s a club manager calling you for a gig I assure you they will move on to the next number on their list pretty quick. Don’t be fooled into thinking that by being “hard to reach” people will think you are busy and it will make them want to get o hold of you even more. That is a fairy tale that does not work while marketing music. Music marketing is all about communication, connections, and networking. None of these things can take place if you are not responding to people that reach out to you.

Music Marketing Basic #3

Communication is a two way activity. It takes listening and responding. When people reach out and make contact, communicate effectively. Do not try to be so “cool” and “laid back” that you give the impression that you don’t really care. You do. If you didn’t, you would not be spending the money, time, and effort to market your music in a manor that made that person contact you. It is called the music business for a reason; it’s a business! Be excited to talk to someone about your music. That doesn’t mean you have to be someone you are not, but at least try to talk loud enough that the person on the other end of the phone can hear you! Every genre of music has their own “ebonics” or “vibe.” By all means stay true to who you are, but don’t over do it thinking you are being “cool” or “trendy.” You are not. You are being difficult to communicate with!

Listen to what people have to say. No really. Stop thinking ahead, stop thinking of how you are going to convince this person to do what you want, and stop looking at the computer screen when you are on the phone with someone trying to communicate with you. Remember, communication is a two way activity of listening and responding. If someone has called you and has something to say then you better listen. Then answer their question or respond to what they have to say, not what you want the conversation to be about.

I can not tell you how many artists I have called to talk about opening a show for one of my artists and after I tell them the reason for my call all they respond with is; “Man my music is hot! I got like 50,000 plays on myspace last week, I am getting radio play on three stations, and I got a street team passing out flyers like every night!” The problem with this communication is that I only asked if they were available to do a show on a certain date and time. I already thought they were hot. That is why I took the time to pick up the phone and call them for the show. What they did wrong was not listen to what I had to say. Their only thought was; “Man, I got this guy on the phone that wants me to do a show and I really want to do it so I have to really hype myself and music up so he will get me on that show.” Again, I already wanted the artist on the show, that is why I called. In one instant that artist made me rethink weather or not I wanted to work with him. Why? He was hard to communicate with. He did not listen. Could I be sure he would listen to directions about the show? Could I be sure he would listen to anything I had to say? He did not communicate. He tried to move the conversation to what he had to say and wanted me to listen to. All he had to do was answer the question I asked; “Are you available to do a show on this date and time?”

I am going to say it again, it is worth the effort of me typing and you reading; Communication is a two way activity of listening and responding. When someone contacts you - first you listen, then you respond with statements that are on topic to what the other person has to say, and once you have satisfied their reasons for contacting you, you can move the conversation in a direction you desire. It is not the other way around. Marketing music today is about communicating with people, making friends, and networking. If you are the only one talking in a communication you are not doing any of these things. You are simply marketing and no one wants to be marketed to, they want to be talked to and communicated with!

Music Marketing Basic #4

Proof read your email before you hit the send button. I can not stress this enough. When you are communicating with people you have to put your best foot forward. Email communications are difficult enough because of the lack of emotion contained within text; people just simply can not tell what kind of emotion you have put into the words you write. Make sure you read what you write. Does it sound good? Does it flow? Does it give the message you are trying to send? ARE THERE ANY SPELLING MISTAKES?

I would say that more than 75% of my music industry communications are done through email. That is huge! That means that more people than not, only know me as some test on the computer screen. That means I had better make sure that my text is giving the impression I want to convey to my reader. I suggest you start thinking this way as well. In the internet world you are only text on a screen. The people reading your text do not know your personality. They do not know your jokes. They do not know how to take what you write other than at face value! Every single email you send is at risk of being taken wrong. Make sure you are proof reading what you are sending so you know it won’t be taken the wrong way. Oh, don’t forget to place your phone number, email address, and web address under your signature on every email you send!

Music Marketing Basics Conclusion

That’s it. That is all there is. Communication is the most basic form of marketing your music. The simple act of listening and responding will get you more fans, sell more CDs, and create a larger awareness for your music. It’s basic. Very basic, but it works better than any other music marketing strategy available from me or any other music marketing “guru.” The moral to the story; Answer or reply when people reach out to you in a timely manor with clear communication that starts with you listening and then responding to what they have to say without marketing to them while making sure they can hear and understand what you have to say.

Peace,

Jai
“Love the Music in Yourself, Not Yourself in the Music!”
©2009 Jai Hutcherson. All Rights Reserved.