Today’s market is wide open for the indie artist and label. Majors are no longer interested in spins and social media numbers for a deal. They no longer rely on BDS, Mediabase, Soundscan to make a deal sweeter. They must see real numbers that translate to sales. If your hype is built on false pretense, then your career will only be full of hot air. Be your focus DJing, rapping, singing, spoken word or even comedy, your brand awareness is the key. Are you exploiting your brand to the fullest in order to generate sales? Artists and labels must learn this part of the business and not just focus on the creative and performance side. Understanding your brand and that your music has a value is the foundation of your business. This is what the focus must be, the bottom line! Latest numbers are showing that 1% of all records released are generating 82% of the revenue in the industry (digitalmusicnews). This is a multi-billion dollar industry, so that means there is plenty of money out there for the EARNING. Indies today must use various avenues to generate multiple revenue streams. Your brand can sell anything from T-shirts to lighters to condoms, bottle openers, memory sticks, and key chains. No just downloads and CDs. The more outlets you have to build a brand, the more money and business you are able to generate. Unfortunately in our genre, we look at the money as a way out verses a way to build. Each of you has a focus or gimmick to your brand and an image that must be promoted to the masses. You will spend time and money creating, producing, developing, marketing and advertising your products. You must promote hard for others to learn, associate and like what you do. You believe in your niche enough that when others attempt to knock you down, you get back up and keep moving forward. Believing in your Niche allows you to push harder in the exploitation process. If you use social media, google ads, websites, posters, flyers, radio, and strong consumer marketing, you have created a plan and purpose. All of it must make sense and generate revenue. In today’s market, we do not have to wait for product to be available to consumers as we did in the past. Back in “those days” we would have a four to six month set up of a CD release so that product was sitting on the shelves at retail. Today we MUST still take the same preparations. And those preparations still take a minimum of 120 days. Taking the time to set a plan to exploit your niche is of the utmost importance. Below are items that should be included in your plan. This is not a guide or a checklist, but only an introduction. Graphics – Photos, image, clothing, hair, makeup, ect – Must look professional and unique to you. Bio – make sure your biography sells you. Tell your story and make it interesting. Grass roots marketing – flyers, posters, stickers, T-shirts, ect Viral Marketing – Social Networks, viral videos, blogs, website and online magazines Publicity – Print, radio interviews, T.V. interviews Tour – Promo runs – schools, lifestyle, car washes, rim shops. Beauty/barber shops, ect DJ’s /Coalitions/Pools– email blasts, meet and greets, mp3 servicing, retreats, conventions Mixtapes – physic al and digital placement As you can see, NO WHERE in this list does radio play exists. During your set up stages, you do not need radio you need a story. To create and build your story it will take you no less than six months of grind and hard work. But in the end you will have created your niche and people will begin to look for it. Don’t get frustrated when you have to come back again with a second or third record. Keep up the work and you will find it will consistently build a fan base. Fans buy brands and music. All you have to do is give them something worth their time and money. Make them believe your Brand is worth their …time and money!
Posted on: Fri, 24 Oct 2014 06:45:12 +0000
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