Selling on-line is certainly easier than traditional distribution options, but the same principle applies: Demand Drives Distribution.
Unless you've got people actively searching for you or your genre on any site where your CD is listed, you're not going to generate sales. The entry barriers are lower than "brick-and-mortar", and a few people will happen across your product on the web by chance, listen and buy. But if you focus on building a demand for your music through performances and shameless self-promotion your chances at success will be greatly increased.
Next Time: The best way to get a record deal is to not need a record deal.
band site to check out: Someday New
Friday, April 22, 2005
Tuesday, April 19, 2005
Marketing Your Music - Part One
Marketing Your Music - Part One
Not everyone has the luxury of being managed by a professional. Marketing is the key element to generating a buzz about your music. Here is a good starting point to begin marketing your music.
Previously we discussed creating a product from your recorded music. Go ahead, produce some CDs to sell at shows to your fans, friends, and family. Why wait for a record deal? You can do it yourself.
CDs can be produced in retail ready packaging for around $2 to $3 a disc. You can then sell them for around $10 to $12 each. You may want to try doing a "short run" (less than 1,000 CDs) first. If you produce 100 CDs, you can test to see if you can sell them without too much of an investment. Remember, your cost per disc on short run will be significantly higher than replicating 1,000+. You can still produce color discs, color inserts and trays and come out with a packaged professional looking product. You can even get your discs screen printed if you want. There are a lot of options available if you want to try a short run first.
Don't forget, make sure you have plenty of promo copies available to send to agents, venues, radio and others.
Collect names for your mailing list anyway, anywhere, anytime. Use these names to mail postcards with your show dates or CDs available. The cost to mail a postcard is cheap. The cost for e-mail is nothing. Don't forget to ask people joining your list to opt-in so you won't be accused of spamming. Make sure you remove anyone from your list who requests it.
Build your own web page to provide useful information about your band, your music and you, list your shows and make your CDs available for ordering online. Convert some of your music to MP3 and offer visitors a sample of your music. Avoid places offering free or cheap services. Do some research and find a web company that offers the best value both in terms of hosting and design. Ask about their customer service policies, availability and track record.
Give fans a reason to make repeat visits to your site. Keep your information and links updated frequently. Maybe a newsletter, continuous show updates, etc. Here's an example of an indie band site I really like: The Getaway Car.
Gig, gig, gig (even for free)! Perform as often as you can. Collect names, sell CDs, and pass out cards with your contact information (name, telephone, web site address). Make every effort to meet and greet as many fans as possible. Keep in touch through mail, e-mail and your web site (add a guestbook, message board). These people are your client base. They are the people who pay to see you perform, buy your music and merch and more importantly, bring new people to see you. You're working for them. They are your customers. Treat them with respect and provide them with great service. They are your life blood. Don't forget that.
Send out press releases and reviews of shows to local newspapers, magazines, and event papers. You can write these yourself. This costs practically nothing. Make sure you research the correct person to send your press release to at the publication. Send it out 30-60 days in advance.
Spend some time, money and energy on branding - a professionally designed logo, press kit, photos and an EPK (Electronic Press Kit) are important marketing tools to add to your package. You can be creative and get these things produced on a shoe string budget if you work at it.
Find the public and local radio stations that play your type of music and try to meet the key people who can help get your music on the air. A lot of stations offer programming that spotlights local or indie talent.
Print some posters or flyers and put them up in the local area where your type of fans would be. Have your show date or CD title with a web address or phone number of how to order.
Word of mouth is critical. Form relationships with your fans. If you make people feel special, they will take pride in sharing your music with their peer group. Free advertising! Perhaps have a newsletter to your fans. (Remember, you should have a list of names from your mailing list.)
If you have any other marketing suggestions, please contact me.
Not everyone has the luxury of being managed by a professional. Marketing is the key element to generating a buzz about your music. Here is a good starting point to begin marketing your music.
Previously we discussed creating a product from your recorded music. Go ahead, produce some CDs to sell at shows to your fans, friends, and family. Why wait for a record deal? You can do it yourself.
CDs can be produced in retail ready packaging for around $2 to $3 a disc. You can then sell them for around $10 to $12 each. You may want to try doing a "short run" (less than 1,000 CDs) first. If you produce 100 CDs, you can test to see if you can sell them without too much of an investment. Remember, your cost per disc on short run will be significantly higher than replicating 1,000+. You can still produce color discs, color inserts and trays and come out with a packaged professional looking product. You can even get your discs screen printed if you want. There are a lot of options available if you want to try a short run first.
Don't forget, make sure you have plenty of promo copies available to send to agents, venues, radio and others.
Collect names for your mailing list anyway, anywhere, anytime. Use these names to mail postcards with your show dates or CDs available. The cost to mail a postcard is cheap. The cost for e-mail is nothing. Don't forget to ask people joining your list to opt-in so you won't be accused of spamming. Make sure you remove anyone from your list who requests it.
Build your own web page to provide useful information about your band, your music and you, list your shows and make your CDs available for ordering online. Convert some of your music to MP3 and offer visitors a sample of your music. Avoid places offering free or cheap services. Do some research and find a web company that offers the best value both in terms of hosting and design. Ask about their customer service policies, availability and track record.
Give fans a reason to make repeat visits to your site. Keep your information and links updated frequently. Maybe a newsletter, continuous show updates, etc. Here's an example of an indie band site I really like: The Getaway Car.
Gig, gig, gig (even for free)! Perform as often as you can. Collect names, sell CDs, and pass out cards with your contact information (name, telephone, web site address). Make every effort to meet and greet as many fans as possible. Keep in touch through mail, e-mail and your web site (add a guestbook, message board). These people are your client base. They are the people who pay to see you perform, buy your music and merch and more importantly, bring new people to see you. You're working for them. They are your customers. Treat them with respect and provide them with great service. They are your life blood. Don't forget that.
Send out press releases and reviews of shows to local newspapers, magazines, and event papers. You can write these yourself. This costs practically nothing. Make sure you research the correct person to send your press release to at the publication. Send it out 30-60 days in advance.
Spend some time, money and energy on branding - a professionally designed logo, press kit, photos and an EPK (Electronic Press Kit) are important marketing tools to add to your package. You can be creative and get these things produced on a shoe string budget if you work at it.
Find the public and local radio stations that play your type of music and try to meet the key people who can help get your music on the air. A lot of stations offer programming that spotlights local or indie talent.
Print some posters or flyers and put them up in the local area where your type of fans would be. Have your show date or CD title with a web address or phone number of how to order.
Word of mouth is critical. Form relationships with your fans. If you make people feel special, they will take pride in sharing your music with their peer group. Free advertising! Perhaps have a newsletter to your fans. (Remember, you should have a list of names from your mailing list.)
If you have any other marketing suggestions, please contact me.
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