Music Sales and Marketing – Music Sales and Marketing

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Venues and Artists – A Complex Relationship

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Last week, an interesting conversation erupted on a music list-serve that I participate in.  I think there is much to be learned from this both by the Venue Owners/Bookers and the Performing Artists who depend on those bookers for their gigs.  I have removed all of the names/locations because the real issues here are applicable across locations, genre and venue size.  If you are a performing artist looking to book gigs – I strongly recommend you read on – don’t make these mistakes yourself!  And if you are a venue owner or booker – you may also find this informative.

First an edited excerpt of the initial post from the booker:

I need some guidance or at least some constructive feedback.  The email text listed below was forwarded to us by multiple attendees of our [events].  This message was sent as an email to everyone who signed up for this artist’s email list when they performed at our [venue] about 18 months ago.

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If You Build It, They Will Come

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Or Will They?

Many artists in the music industry believe that all they have to do is record a CD and their audience is sure to show up.  I believe that this mythology has had a detrimental impact on the DIY musicians’ success promoting their music.

So, let’s deconstruct this idea and really take a look at it.  One thing I think we can all agree on:

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Self-Promotion for Performing Artists with Peter McDowell

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artists-marketing-business-academy-interview-with-expertsNot sure about how to write a press release or to approach press?

Unable to move forward in promoting an upcoming live performance or CD release?

Armed with the advice of seasoned performing arts presenter, producer, and publicist Peter McDowell, you will leave this session with:

 

  • Simple tools and strategies for marketing and publicizing your careers, creations and performances.
  • How to create a promotional PDF, a bio and a press release.
  • A clear process for contacting critics, reviewers and bloggers and the media
  • How to get events listed and CDs or video promoted on the internet.

Additional ArtistsMBA Classes on this Topic:

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Peter McDowell

music business, self-promotion, promotionNew York and San Francisco based Arts Consultant Peter McDowell has built a solid career on high-level, strategic, and effective service to performing arts organizations and performing artists. As a publicist, Peter has placed interviews, reviews, critic’s choices and listings in media such as Time Out New York, The New York Times, The New Yorker, The Village Voice, Opera News, The Baltimore Sun, and The LA Times, as well as blogs and web publications. From 1997-2006, Peter was Program Director for the Chicago Department of Cultural Affairs. He recently served as Director of Programs at OPERA America in New York.

Top 5 Twitter Mistakes

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I’ve been using Twitter for just over a year, now.  And I admit it, I’m hooked.  Twitter represents an unprecedented opportunity for connecting with your fans, creating new fans and promoting your music or business for little or no money.  But I see a lot of people making the same mistakes over and over.  And it’s such simple stuff to fix.  Here are the top 5 Mistakes and how to fix them:

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How to Get Started on Twitter

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Artists MBA, Professional ProgramI’ve done several calls over the last 2 years that refer to Twitter directly or indirectly, and there have been folks on those calls who either JUST started or have not yet started their Twitter account.  If this is you, what are you waiting for?

Feeling overwhelmed and just don’t know how to get started?  Well, this is the class for you.

In this class you’ll discover:

  • How to set up your Twitter account and page to maximize your key words
  • The basic Do’s and Don’ts with Twitter
  • A few irreplaceable tools for Twitter

This is a beginner’s How To class.  I recommend you listen to this class in front of a computer so that you can follow along on the screen.  Also, if you haven’t yet joined Twitter, definitely create your account by going to Twitter and clicking the big yellow “Signup” button.

I look forward to introducing you to this invaluable tool for building your business.

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Your Tuition ($79 per month) includes all Foundation level classes PLUS the Professional level classes PLUS the Time Management Mastery Course & App.

Read the Class Transcript

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Next Class:

Ready to get serious? Enroll in the Artists Marketing & Business Academy Professional Program to access these classes today!

Your Tuition ($79 per month) includes all Foundation level classes PLUS the Professional level classes PLUS the Time Management Mastery Course & App.


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Marketing for Musicians

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This is a post I put up on the FAR-West list-serve (Folk Alliance Region-West).  It got a fair bit of reaction and so I thought I’d share it with you.

Warning – a bit of a rant here… And I expect I’ll be flamed, but that’s just fine with me, because one of my jobs as a coach is to say the things people don’t want to hear, but need to hear in order to get their goals – OK, here goes:

One of my pet peeves, is the level of resentment I see from artists against artists who’ve learned the business side of the music business.  As if that
somehow demeans their validity as an artist.  Or the validity of their music as an expression.

Artists who are also good at marketing – are what we call – um -professional.

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2 Lessons from American Idol – Top 11

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In last week’s American Idol episodes, I felt there were 2 lessons worth exploring.  The first has to do with the choices the Contestants were making – and you’re making as an artist whenever you create.  I felt that the American Idol Contestants fell into two categories.  The first are Artists who were making decisions and choices that were about the music.  These Contestants consistently get feedback from the judges that they know who they are as artists.

So, what does that mean?  I don’t think it means that they know what genre or type of music they should be classified as.  It’s more that they are focusing on songs that suit their instrument (their voice) and then invest time and energy to serve the music in a way that is uniquely theirs.

Lesson 1: Focus on expressing yourself in a truly unique way that serves the art and the audience.

Miley Cyrus put it really well when Katie asked her what she does when she gets negative feedback – and Miley said – “You have to remember why you’re doing this – it’s about the music.”Which makes a huge assumption.  I think with some of these contestants and perhaps many of the musicians in the world trying to “make it” in the music industry.  For some of them, it’s NOT about the music.  It’s about ego.  It’s about the fame, fortune, or filling some emptiness inside of themselves – not by making art, but by getting attention and recognition.  It’s not about the music.

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3 Lessons from American Idol – Top 24

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OK – yes, I’m a few weeks behind in my American Idol viewing.  Let’s face it – the artificially inflated suspense (3 hours for the Top 24 results? Gimme a break!) just didn’t compete with the actual suspense available in the Olympics.

For Season 9, I will be commenting on AI every week, so I’ll catch up shortly.  I’m sure many blogs will be talking about this – but my perspective isn’t about who should win or lose.  It’s not about are the judges drunk or whether this contestant is gay or that contestant is cute – seriously…

I will be listing the lessons a music business professional can learn about how to create success promoting your career and your music.

In the episodes where they announced the top 24, there was one contestant in particular that I found very interesting.  Jessica Furney, when handed the very sad news that for the second season having made it to Hollywood Week, she would not be chosen to participate, did something very interesting.

First she begged – not only unattractive, but really not effective.  What, did she think they’d change their minds?  After 8 seasons, we’ve seen the judges overrule the audience’s vote and we’ve seen the judges change the rules to allow an extra person in.  But we’ve NEVER seen them change their minds.

Begging just made Jessica feel bad about herself and did not move her closer to her goal.  And when she realized that it wasn’t working, she changed tactics.  Well, that’s just BRILLIANT!

Lesson One: When you notice your strategy isn’t working, try something different.

I love that flexibility.  And then, she made a very interesting choice in tactic.  She asked for feedback.

Lesson Two: There is no failure – Only feedback!

Now asking for feedback can be a tricky thing.  (I’ll be writing a Words to the Wise Newsletter article about how to avoid the pitfalls when asking for feedback, so be sure to subscribe to the Newsletter, if you haven’t already.)   And sure enough, Jessica fell into one of the key pitfalls.

She asked a bad question.

Lesson Three: Ask Good Questions!

Jessica asked a question that was sure to illicit information that would NOT be useful.  She asked (I’m paraphrasing here) – “What did the top 24 do that I didn’t do?”  And Simon Cowell answered very clearly, “They sang better.”  Well, duh, no kidding.  But that’s not really useful feedback is it?

So what could she have asked, that might have yielded more useful feedback?  Here are some suggestions off the top of my head:

  1. How can I improve my singing?
  2. What should I work on to improve for next year? (this is a bit broader – not just about the voice, but the whole package)
  3. What song choices would you recommend for me?
  4. What did I do right, so I can do more of that?
  5. If there were one thing that you would have changed if you were my coach, what would it be?

Notice that these questions are very specific, and yet open ended (not “yes” or “no” questions) and they were questions focused more on the future than on the past.  They also didn’t ask “why”.  See, Jessica asked a “Why” question in disguise – why didn’t you pick me?  Why questions are generally not useful from a feedback perspective.  Because they elicit reasons why or why not.  The reasons aren’t that helpful, as we saw here.  What will be helpful are the answers to “how” and “what” questions.

What question would you have asked if you were in Jessica Furney’s shoes?

So to review, the 3 lessons for me were:

  1. When you notice your strategy isn’t working, try something different.
  2. There is no failure – Only feedback!
  3. Ask useful questions.

What did you learn from this episode of American Idol?  And how can you apply that to your music career?

And a word for Jessica, if you happen to be reading.  You made it further this year than last year.  Keep building on your success.

Debra Recommends John Braheny

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Debra Russell recommends, John Braheny, Craft and Business of Songwriting, Music Business

From left: Joann Braheny, Debra Russell, John Braheny

I met John Braheny and his wife Joann several years ago at the West Coast Songwriter’s Conference and they introduced me to Michael Laskow, CEO of TAXI. When I recommend a place to get expert feedback on your songwriting – John is always one or two or three names on the list.

John is in demand as a top consultant for songwriters, performers and industry entrepreneurs. He is a consultant and screener for Taxi.com, the worlds leading independent A&R company and offers valuable feedback on songwriting craft and business and career strategies for performers.  He is one of the most respected people in the music industry, and, more specifically, in the songwriting community. He is referred to as “the songwriter’s best friend” for his tireless efforts to create education and discovery opportunities for songwriters, to help bring public attention to songwriting as an art form and to champion songwriters’ rights. His activities in these areas include:

It is with devastating sorrow that I give you the news that John Braheny has left us.  On January 19th, 2013, John died of cancer.  He will no longer be able to teach you songwriting in person.  He will no longer be offering in person songwriting and music business advice to songwriters.  But his brilliance lives on in his book and the videos he did for TAXI TV.  And in our hearts.  We miss you, John.

John’s book – Craft and Business of Songwriting

John’s Website – http://johnbraheny.com/

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Debra Recommends Music XRay

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music business, A&RI have recently been listed as an expert – under career coaching for Music Xray.

Music Xray is a resource for both musicians, composers and the buyers of music to connect in a professional and transparent environment.  Music industry professionals use Music Xray as the preferred, direct and transparent method for interacting with artists.

Music Xray is developing unique applications, patent-pending methods and user interfaces that leverage the cutting edge of Music Information Retrieval Science.

Music Xray also funds, licenses and commercializes research, development and patented technology created by several of the most prestigious universities that are engaged in expanding the science of music information retrieval.

Music Xray is currently providing related products and services to notable legacy and startup companies within the music industry. Technology and services provided by Music Xray enable:

  • Music consumers to obtain accurate music recommendations.
  • Music industry professionals to make accurate and informed music investment decisions.
  • Artists and music industry professionals to measure, monitor and more easily grow market demand for music.

Music Xray’s technology and services are designed and developed to radically minimize the effort currently required to quickly connect any artist/song to both intra-industry and consumer audiences.

Music Xray plans to end the need for artists to engage in inefficient, pre-popularity promotion.

Check out Music Xray

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