Music Marketing with Social Media: Why Most Artists Are Failing


Social Media Integration for Artists

About a week ago I made a status update on facebook that said, “Logging on just so I can hit ignore, ignore, deny, ignore, mark as read, deny.”  Funny, I know, but its true.  Don’t get me wrong, I don’t deny, ignore, or mark as read everything I get, I confirm things I’ve seen elsewhere or am familiar with, I attend events that are relative to me.  This brings up a few points in Social Media and how artists are using it in music marketing and promotions.

With social media you cannot focus on one place. There is no reason, as an artist, you should be on Myspace and not on facebook and twitter, or even youtube.  These sites work together to build your brand recognition.  Myspace is great for use as a second electronic press kit (your first should be your own website).  Youtube allows fans to connect with you visually, twitter allows fans to see the day to day, and facebook is a great avenue to just keep that crowd up to date.

A good social media campaign for an artist will have all of their social sites working together to build the brand.  As an artist you are a brand and if you don’t think of yourself as such, you need to start.

Beyond keeping social sites in sync, many artists are failing at creating a targeted fan base.  Why am I receiving event invites for parties in New York when I am in Michigan?  The best thing about the internet, from a marketing standpoint, is that it is measurable.  You can measure where traffic is coming from, with ease.  So why take away from these measurable stats by not focusing in on your target market.

Here’s a tip for new artists, instead of spending countless hours adding a bunch of random people, why don’t you invest those hours into targeting potential fans in your city? Once you gain a following in your city, and you’ve captured them through your social sites as well as created your “street” exposure, then branch out to capturing those in your state, from there branch regionally.  If you start small with baby steps, you’ll be able to run eventually.

So why do most artists fail with music marketing through social media?

A) They don’t allow their social sites to build off of each other or run in sync

and

B) They don’t target potential fans

If you think of yourself as a business and make your moves based on business decisions rather than whats easy, you’ll see your career move in a better direction.

-Eric

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Together Everyone Accelerates Movement: Preparation

“I don’t believe in team motivation. I believe in getting a team prepared so it knows it will have the necessary confidence when it steps on a field and be prepared to play a good game.” –Tom Landry

I’ve noticed a lot that people focus so much on motivating those around them that they forget the all important step of actually preparing their team.

This stands correct for any situation.

In the music industry, there is so much that has to be done, that without a team, you will fall behind very quickly.  However, many artists and business people alike make a very fatal flaw, they forget to actually prepare their team for the tasks at hand.

The most important factor in gathering a team is making sure you have dedicated individuals.  People with a passion to learn and excel.  People who all share a common dream.

Notice in there I didn’t say expertise.  While expertise is an important factor in more advance stages of a career, in the beginning phases, I feel that you really just need a team of dedicated people who are willing to strive to achieve the same dream.

This is where the preparation comes in.

You must prepare your team members by giving them each roles based off of their strengths, and you must prepare them for the roles that you delegate to them.  If you have tips and tricks to get a certain task done, make sure you share that with your team.

Give your team the tools to succeed by preparing them to handle daily tasks.

If you let your team know how to network, when it comes time for that all important music conference, you’re not going to be the one with the team who is sitting in the corner looking scared.  Your team will have the confidence to get out there and network while making the connections to accel your future.

Even in the more advanced stages of a career, preparing your team so that they may be able to answer questions with detailed answers can really aid you in getting things done quickly.

This is HIGHLY important with promotional teams, I’ve seen teams built that had HIGHLY driven individuals, who really did not know how to properly promote.  Its much more beneficial (and cheaper 😉 ) to train these people than it is to waste time hoping to find people who are driven and very knowledgeable.

Prepare your team, so that when it’s crunch time, they will be able to pull through for you.  Be a leader.

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What’s a Network Without Fans?

While networking is very important to the sustainability and creation of any career, one must never forget the importance of actually going out and finding your fans.

I’ve been in and out of being sick the past couple of weeks so please excuse me.

Here’s a quick video for ya on the importance of chasing your fans:

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Have a great day!

-Eric Phillipson

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Booking is in the Details

“I’d like to perform at your venue, how do I go about doing that?”

“Send us a press-kit”

End.

I’ve heard this exchange MANY MANY MANY times.  The truth is, a lot of beginning artists don’t know how to go about trying to get booked for shows.  I like to liken getting booked for a show (in the early stages) to job hunting and job interviews.

When you are trying to get booked for a show a lot of times you are trying to find the venue that has the right fit, just like a job that is the right fit.  If you are a BRAND NEW artist your first venue should be in your area.  A little basics real quick, capture your market (city) first. Once you find the venue that you feel is a good fit for you, there are a few options to explore.

One, you could try to book a show on your own night, this is good for people who have a decently established fan base.  But, here I want to talk to the young artists.

The other way is to try to book as an opener for a larger act.  This is where it is also like a job interview, going in to speak to the booker, you should already know the date and who you are trying to open for (i.e. know the company).  Also, a lot of times promoters are the ones who determine who is at the concert, so find out whether the venue is booking the acts or if an outside promoter is.

The reason I say booking is in the details is because the more you know, the less you’re asking the booker to research.  If you know the name of a group performing, the date they’re playing, and you think your style compliments them, you’ll be leaps and bounds ahead of the new guys who call up and say “I’d love to play a show, what do I need to do to do this?”

By knowing exactly what you’re after you are taking out a lot of guess work.  Most bookers are still going to need music, so also try to find out when the person booking the acts will be in so that you can deliver a sample of your music to them.  This will raise your chances of booking a show a lot more than the person who decides to just leave it at the venue for booking to pick up when they get a chance.

Remember, it starts with one.  Once you get that first show booked and you can build a following of people to show up, you’ll keep building your leverage for other shows.  Just make sure when you’re doing shows, you capitalize on the opportunity!

-Eric Phillipson

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New Project from Speak Your Music

Whats going on everyone, I shot this quick video to give you some updates on what I’m working on with Speak Your Music. Enjoy.
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Oh yeah, excuse the construction in the background. We’re getting a bay-window taken out and replacing it with regular windows. This house is over 100 years old and the bay-window is just unnecessary weight.

Also, if you aren’t yet, be sure to subscribe to my newsletter! You’ll get my special report AND a coaching session I did with the Hip Hop Journalist. I’m sending the coaching session out personally so it may take a few hours to receive however, you get the special report instantly.

Thanks again!

-Eric

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What Can You Learn From Yahoo’s Troubles?

Yahoo has been in the news lately for its trouble striking a deal.  Yahoo had been the target of deals with such giants as Google as well as Microsoft,  with Microsoft offering a $47.5B takeover, and Google working advertising deals (an avenue Yahoo is struggling with).

Needless to say, Yahoo did not work both of the deals.  Then, later this year Microsoft said they were no longer interested in Yahoo.

Finally, I just read that Yahoo’s co-founding CEO Jerry Yang has resigned from his position.

Ok, so what does this have to do with you?

It teaches us a lesson.

When deals are on your plate, you SHOULD look at them. Let me make a quick note here though, I am not referring to record deals (though you should look at those, with an attorney). I am referring to contacts that may come your way wanting you to work with them. Too many times people strike down “deals” with people willing to work with them. Now, there are a lot of people out there who may just want your money, so be careful.

When evaluating deals you should always look at the following:

  • What do you get out of the deal?
  • What are they getting out of the deal?
  • What kind of investment (if any) is required?
  • Who is attempting to make the deal?
  • Where is this person located?
  • When are the requiring your time?
  • How will this deal affect your time?

Each of these should be done in depth, of course, but by following these simple guidelines you are giving yourself a better shot of finding a proper partner.

Don’t forget to also consult your team! They are there because you trust them, and they work hard!  Plus, if you have selected a proper team, they will give you their No BS opinion.

-Eric Phillipson

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