With today’s technology, artists feel that once they have recorded a record and are completely excited about it, all they need to do is SoundCloud it, post it to their social media sites, and they are off and running. That is just WRONG! I have experienced good records, which could have been worked on a bit longer and been made great. They were lost because of an artist who was TOO anxious, and they destroyed a song’s chance before it had even had an impact—not allowing the record to marinate and build the right plan.
There is an opportunity to expose a record to the maximum potential IF, and only IF, a plan can be put into place. The plan must include all aspects of marketing and promotions, no matter what your budget. It does not matter if you live in a city of 15k or 1.5 million, the setup is virtually the same, but the money and EXPENSE of the plan are different.
If you do not incorporate streets AND viral, then you are blowing money, and your vendors are the only ones that will win. I was on a call with the Nerve DJs a few nights ago and Yelawolf said it best: “Streets still reign, viral is nothing without them…” This is so very true. We are in the age of digital and mobile formats in order to have access to music, but what makes a potential fan and consumer look up your brand? It is what they hear and see on the streets.
I am not giving you a formula or a plan. That is what you must come up with, based on your market. I am only providing suggestions of what should be put in your plan to set up your record and brand. The objective is to get your music to the ears of as many consumers (= $$$) as possible.
Step One: Is your record viable?
I am not saying it must sound like what is on radio right now; what I am saying is does the “sound” (recording, mixing, and mastering) quality equal what is on radio? Does the record match the artist and speak for the artist when he/she is not around? Does it leave an impression? Does the hook get stuck in your head? Are the lyrics “real” for the artist?
Step Two: Marketing tools
What do you want to use to get the word out? Posters? Flyers? Stickers? Download cards? CDs? Social media? Website? Videos? A mobile app? What will get your brand and sound out to the consumers the quickest and with the most impact?
The logo and image are what will make the first impression. Have you taken the time to truly consider your name and image? Does your logo fit you? Can you live with it for the next ten years? Please make sure you take as much time on defining your image and logo as you do on creating your music. It is what sells you when you are not there. Always ensure the images you are using on your street marketing materials are the same images that are used in your viral campaign and advertising. People must come to know your brand. Use the same images and logo in all street and viral material. Yes, you will get tired of it. Just like you will get tired of doing the same song over and over once you create a hit, but it is all relevant.
Social media is a blessing and a curse. Having access to building a direct fan base is a wonderful thing. We did not have it in this business ten years ago, and we still broke records and quality rose to the top. With the access artist have to people via social media, there are opportunities to connect directly with fans and with music professionals. As you build your social media awareness, make sure your marketing efforts in the streets coincide. It all must work together.
Step Three: The DJ
This is your first “gate keeper” to the consumers. No, they are not the assholes you consider them to be. Remember, they have a job to do at a club or a party. They MUST keep the floor full and the bar ringing. First consider who the DJ is playing for. Does your music work in the type of sets they do? Does your music work in the type of club they are DJing at? Have you approached the DJ with respect as a fellow businessman or woman? How is your product being presented? Find out how the DJ wants to have the music delivered. CD, MP3, thumb drive. Take the time to research who you are dealing with and understand they are in the business of making money just like you are.
To be continued…
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This information is very useful! especially what you said about Dj’s becuz they are a big part of getting out here! My name is Ck Suave from Cincinnati aka Queen City. I entered my song Rango into a mixtape contest and I require votes to win. Vote for me if you have time http://coast2coastmixtapes.com/audiodetail.aspx?audioid=103259
I have been on reverbnation for year. On this I have been promoting my cd Big Rob Da Don. How can I get more hits for my music and sell more copies of cd? I have there digital distrubution where they put my music on sites like itunes amazon rhapsody napster and more. What can I do to be more successful? How can I get my music out to the customers?