Slashdot Mirror
Promoting Musical Artists in the Post-RIAA Music World?
Mattcelt asks: "While we're all discussing the eventual demise of the RIAA and the triumph of the MP3, what should a small independent music publishing company do to sell a new artist to the public? My publishing company recently ran a $4,000 advertising campaign on a local radio station (107.9 the Link in Charlotte, NC). Despite reaching an average audience of more than 10,000 during peak times, we netted *0* sales. That's right, absolutely nothing. I've made the entire album available in MP3 format on the Ephelian Records website to facilitate adoption, and I know some people have downloaded the songs, but I can't figure out why no one has pre-ordered the CD. How does an indie artist make a living when gig prices for unknown artists will barely cover the gas money and CDs won't sell? Are we really wrong about the availability of MP3s affecting music sales?"
Not sure, but how many people preorder anything except what they know is going to be hard to get when it first comes out, like software, consols & games, and certain books.
Unless the band is extreamly hot and popular in the region, why would anyone bother to preorder, when they can just pick it up whenever it comes out, if they want the CD?
How does an indie artist make a living when gig prices for unknown artists will barely cover the gas money and CDs won't sell?
Get a job.
Well, after downloading one of the songs (I'm thinking that it's getting the slashdot treatment... means i should by rights look for the music on Kazzaa in moments, right?) the talent doesn't suck exaclly... but it's nothing to write home about. The singer's voice is washed away by the music, and the words seem to blur together.
If he sang clearer, and they mixed it with the music a bit quieter, it would probably go over a lot better.
...and take some of those gigs that barely cover gas and food, just to get your music out there for people to listen to. Most of the indie "success stories" (Big Head Todd & the Monsters, Ani DiFranco, etc.) based their reputations on their live performances, with album sales being just another means of helping to support that primary occupation.
You can't just throw your music at people who've never heard or seen the band before, and expect them to gladly fork over $10-20 on the chance that it could be good. Until you have some "known" artists, (i.e., they can attract a crowd on the basis of their name and rep for their shows) the label itself isn't going to be a good promotional vehicle. Once one or two of your artists have started to attract some attention, though, the label's name can be an attractor for new talent, and for listeners looking for more of that kind of music.
It can be done -- my father has been making a living as an independent musician for a number of years, and after establishing a sizeable local following for his live shows, has managed to self-publish and sell out several 1000-unit batches of his recent CDs. However, it took at least 3-4 years of low-paid live shows, interviews and solo accoustic sets on local radio stations, etc., before he was able to do so.
You say that gigging barely covers the costs, but every story I've heard about a succesful band almost always contains a variation on the following quote:
"...they built up a a dedicated following through a hard schedule of concerts..."
Unless you're groomed beforehand by the big labels, that seems to be the way to raise your profile and make some sales: hard work.
Linux, you magnificent bastard, I read the fucking manual!
is this a plant by the RIAA to make us think we need them?
.. be sure your name shows up in the little alternative newspapers and such. Put up stickers and shit. Figure out how to get all the hipsters to know your name and drop it when chatting with their hipster pals. It doesn't matter if you're singing gospel music or you play folk music or you use a laptop to make techno, there's a "scene" were you need to make a buzz.
.. viral marketing anyone?
.. Yeah, just like EVERY OTHER MUSICIAN .. and lose the glossy promo pictures.
.. you get the point.. there's a lot of work involved. For $4000 some musicians could've come up with a lot of cool stuff to promote themselves!
so many things wrong with this..
1) I listen to the radio to LISTEN TO SOMETHING. If you're talking about something else I can listen to, and it costs money, I'm going to tune it right out. Would you put an ad for bottled water on a Coke can?
2) People are up to their armpits in music. Your music won't "sell itself" (*especially* to the 107.9 audience). I haven't listened to your music but I'd imagine it sounds a lot like a whole bunch of other music I've heard. You gotta have a "story" and a "personality". You gotta PLAY LOTS OF GIGS.. at least for a few years. Create a buzz in the underground version of whatever music scene you're into
Just remember this: no matter how much you love your music and how much you put into it, the audio waveform itself is just a commodity.
Unfortunately you've already left a bad taste in my mouth (I live in Charlotte) so I probably will associate "Matthew O'Reilly" with "guy on slashdot", rather than "guy with cool tunes" from now on. Oops!
3) PRE-ORDER???? I'm sorry, pre-ordering a CD is like pre-ordering a head of lettuce from the supermarket. Forget about it. Have the damn thing ready to sell. AT YOUR GIGS!
4) Don't put your CD on your website for download. That costs you money with no return. Just put 1-2 songs or snippets up there. Let your fans swap it at their own expense
5) Lose the crap promo page with the cliches: "It sort of defies words and seems to evoke something different for every person."
Put some stuff on your site that makes people want to read it. Like some funny stuff or essays about what inspires you.
6) You have any musician friends? What do they do? Do they play live? Are any more successful than you? Can you get in some of their gigs (for free), just so you can show your name and face around town?
Blah blah
Good luck man. I tried this once in the pre-MP3 era and failed miserably cuz my band didn't have the time and energy to play live often.