“Check out my new mixtape.” We’ve all been approached or have approached people to offer them our latest music. Unfortunately, many artists are missing the KEY purpose behind music marketing and promotions: getting more fans!
The important thing when it comes to any form of marketing are your metrics, your ways that you are measuring the success of your campaign. Many artists have 500+ CDs pressed up and then just hand them out without trying to capture those people into their marketing list.
To all of you smart music marketers and promoters you may be laughing and saying, “this is easy” and you’d be right. But if you think about it the shear amount of musicians who are skipping something as simple as capturing someones name and Email address is ridiculous.
There is a huge problem in music business and that is the focus on making money NOW. Its not so much an issue with wanting the money NOW it’s an issue of that mentality clouding an otherwise business savvy artist’s judgement. If you’re an artist who has done shows, think of all the people who’s EMail addresses you could have captured at the door, if you’re smart you could have even offered an EMail discount (business savvy people would be able to make the discount money back easily with their new list).
When handing out mixtapes, there is no reason not to have someone who is on your TEAM (see older posts) out there with you capturing Email addresses. You can’t create a loyal following by throwing darts at a map, and when you just throw money away with no marketing plan that is exactly what you’re doing.
It isn’t all about Emails, though. How difficult is it to lock in a show before the release of a mixtape? Not very. Try advertising that show and offering discounts on the insert for your mixtape. Mixtapes can be a costly promotion, but if you are smart about it you can easily make your money back.
Finally, if your team is lazy, consider hiring some marketing consulting from someone who has experience. If it’s going to help you make money back on items you previously would have considered sunk costs, then it is worth it.
Until next time…make it happen.