Music Artist Marketing 101 Or "How To Create While Not Starving"

Most Music Artist are very similar in character to Painters or Sculptors or Craftsmen. What I mean is that you are what your description implies and that is you are an Artist and while that is what sets you apart from some guys being in an Air Band it also is what the Labels have always counted on. Historically Labels have always known that you the Music Artist have been focused on your music. You did not have time to think about the details of getting gigs or producing a CD or even creating your words and music (some of you). Forget about doing Marketing or PR. Not only did you not have time for that but it got to the point that any of those areas you disdained so you hired Managers to handle all of that for you. All you wanted to do was your music.

The Labels came on as being able to handle all of that for you and in some cases they did it well, but as time moved on the Managers, Agents, Labels and others have created an industry that literally feeds off of the Music Artist. Now the CD sales have declined 17% in just the this last QUARTER. If there is a Label that will sign you they are now no longer giving the massive advances as before and in fact now because they are loosing money like water thru a sieve , they actually have the audacity to demand a piece your touring revenues. So what can you do?

The answer is quite simple, the same paradigm shift that has caused the music industry to turn upside down (technology) and for artist to make less money, is the same thing that will increase your income. Here it is:

Do NOT think of BRANDING yourself as denigrating your music; it is the opposite, when you create yourself as a BRAND you do two things. The first is that everywhere your music is played it is identified with you and the second is. ..guess whatyou create a means of protecting yourself and your music with trademark protection (which cost you all of $250). Look at the Beatles the Grateful Dead and yes even Prince. So think BRANDBRAND...BRAND...because brother if you dont then I guarantee someone (like a Label) will and then you are screwed when you become huge...so do it now.

Create a mindset that the Band/Yourself is a Entrepreneurial Company. What does this mean? Think like this, Ken Abdo chair of the Entertainment Law Initiative at the Grammy Foundation, was quoted at a recent conference telling about A band called The String Cheese Incident had formed a vertically integrated company to handle management, recording, intellectual property, legal counsel, and all other aspects of the business that is the band. These guys took it into their own hands to control their future. No longer can you think of being a Music Artist or a Band as just a way to express yourself. You MUST think about it as does any entrepreneur starting something new and cool. Otherwise you will be screwed down the line.

Use Technology; do not let Technology use you: Right now CD sales are not only in the toilet but they are going threw the sewer system and that will not stop, for every digital download there are at least 10 copies ripped. But the thing is that the music is being listened to by someone who is downloading it somewhere, so that means opportunity. How? Well for starters create your own damn website. I cannot believe how many musicians use MySpace to promote them selves and do not have a website to direct the fans to. So guess what? MySpace makes all the freaking money off the ad space AND they capture YOUR fans.

When you do make your websiteadd in ecommerce ...add in your own cool stuff to selladd in ADVERTISING abilitiesadd in blogs...chatforumsbackstage videosvideos of you practicing.videos of you picking your nose, ANYTHING to make them want to go to your site from the MySpace page you set up. Make it so they feel special. When a song is downloaded make a 10 second message to your fans at the end of the song that say hey putzcome to my site www.blahblahblah.com and see what other feenominal sh*t I have for you. Now you think this is cheesy or takes away from your song? GUESS WHAT? STEALING YOUR SONG TAKES AWAY FROM YOU!

So try to change your mindset as the itnertnet has changed the music industry and see what happens, you will live like Kings when you make music as opposed to starve like Artist.

Resources: http://www.uspto.gov/teas/index.html

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