Archive for the ‘Marketing’ Category
I don’t frequently post my own press releases on this website. I prefer to interview and feature artists other than myself. I have a few amazing musicians whom I met through NARAS (the Recording Academy) on deck in the coming weeks with some very successful music marketing and social media stories to tell – so hang in there. It’s also the middle of Grammy season, and believe me, I will have a follow-up post to my Grammy submission experience from last year.
But in the meanwhile, as those other musicians finish laboriously typing their detailed and informative interview answers, I’m making an exception and promoting some of my own recent achievements as an artist. Plus, this post isn’t just about me. It’s all about indie musicians collaborating to make things happen, and it features my good friend and musical collaborator, Elizabeth Butler, whom I have written about before on this blog. As you know, I’m not just a marketer and blogger, I’m a musician. I try to live by my own advice, which includes tooting my own horn once in a while. So bear with me, here’s a bit of self-promotion.
October 20, 2014
Do you have to be 19 and able to twerk in a bikini to receive recognition as a female musician these days?
Solveig Whittle and Elizabeth Butler are proof that you don’t. These two indie female songwriter-musicians from Seattle, Washington and Houston, Texas, were notified recently that they both have songs and albums up For Consideration in the 57th Grammys and nominated for the 2014 Hollywood Music in Media Awards (HMMAs). The Grammys will be awarded in February of next year, but the HMMAs will be awarded sooner, on November 4th, 2014 at the Fonda Theater in Los Angeles.
The two women have been strategizing for months and working together to promote their music in an industry in which it is notoriously hard to stand out – and one that also tends to favor younger artists. They remain undaunted, however, and now their musical and co-promotional partnership has created some very visible results, such as their Grammy and HMMA nominations.
Like many indie musicians, Whittle and Butler have been hobbyist musicians their whole lives. Only within the last few years, however, have they gotten serious about putting resources and time into pushing their individual music careers forward. By sharing information with each other and honing both their musical and promotional skills, they have proved that collaboration is the new route to success in the music business.
I’m in the process of updating the Solveig & Stevie EPK (electronic press kit) for our new album release. I also have several friends and clients who have just released albums or EPs, and are sending them out for review or airplay consideration. As usual, I thought perhaps you, my dear readers and fellow musicians, might benefit from my learning process. I’ve also included links to more resources at the bottom of this post.
What’s An EPK ?
An EPK is an online, electronic version of the physical, paper information folder that was sent out in the old days by managers (now often by artists and bands themselves) to
- Venues and festival bookers
- Reviewers and reporters
- Radio stations or podcasters
Business Purpose of An EPK
The business purpose of a press kit, whether paper or electronic, is to get a person to book your band, review your new album, interview or write an article about your band, or play your music on their terrestrial or internet radio station.
The reason I mention business purpose up front is because I think that too often, bands forget that the press kit has a business purpose. If your band doesn’t need any of those things listed in the paragraph above, don’t bother creating press kit. That said, most solo artists and bands should have one. And, chances are, you are the one pulling it together (not a manager or PR agent).
If you are ever unsure about what items to create for or include in your press kit, or how to position or choose or write something – just put yourself in the shoes of the person who will be reading it. If they wouldn’t find it interesting and newsworthy, or useful for writing their article or playing your music, don’t include it or rewrite it.
I have to say, I love the song, “Chandelier” by the female Australian singer, Sia Furler (known simply as Sia). I’ve embedded the Vevo music video at the bottom of this post. It’s a beautiful, simple but visually compelling video, although you won’t see Sia’s face in the video, just her doppleganger.
You may not have heard “Chandelier” yet. Being a female vocalist, as well as a mother, I listen in the car to a lot of current pop music. In the Female-Vocalist-Fall-Back-to-School-Pop-Hit lineup, “Chandelier” is up against some heavy contenders, like Taylor Swifts newest, “Shake It Off” and Katy Perry’s inane “This is How We Do.” Not to mention the octave-defying Christina Aguilera-sound-alike, Ariana Grande, whose numerous collaborations this summer with every female hip hop artist in America (she’s moved on from Iggy Azalea to Nicki Minaj) dominate the airwaves.
I think “Chandelier” it’s going to be a huge hit, and one by a non-American artist who has been relatively unknown until now, at least here in the US. I wanted to pick it apart and get to know this Sia Furler person. Her music seemed, well… different.
In doing a little research, I uncovered some remarkable things that I thought were relevant to a lot of indie artists like me, especially those of us who are NOT Justin Bieber, Taylor Swift, Miley Cyrus, or Ariana Grande’s age:
In this ten minute episode I share my thoughts on house concerts and mention the site, Concerts In Your Home. I also discuss some basic ideas for getting your first house concert off the ground.
I also mention my latest blog post, 25 Music Marketing Expert Tips For An Indie Release, which has a lot of great information compiled from 25 music marketing experts, including Greg Savage, Ari Herstand, Michael Brandvold, Don Harrison, Cari Cole, Neil Kristianson, Christine Infanger, Aaron Bethune, Corey Koehler, Seth Jackson, Bob Baker, Randi Reed, Chris Knab, Andrew Jones, Praverb, Tommy Darker, Alison Lamb, Madalyn Sklar, Wade Sutton, Billy Griseck, Ryan Lucht, Ariel Hyatt, Debra Russell, Carlos Schwilly, Sophia Lovett, and me! I think you’ll find it very helpful if you are releasing your own CD.
At the end of the podcast, I also have a special message for my podcast listeners. Thanks for listening!
In this 17 minute episode, I discuss Lauren Kinney and finding a higher theme in your music marketing, licensing a cover song for your CD when it isn’t part of the Harry Fox Songfile library, and the World Domination Summit 2014.
I am fascinated by the idea of finding a theme for your music marketing that transcends the music itself and brings meaning to your life as a whole. This could be a non-profit cause you feel strongly about, a social, political or environmental issue, or a lifestyle choice such as diet or healthy living. Finding ways to connect your music to something else you feel passionately about is a great way to attract people to your music.
LA singer-songwriter Lauren Kinney had a lovely article written about her in the New York Observer called Merging Art: Songstress Finds Her Literary Voice which talks about her new YouTube video series (correction to my calling it an album in the podcast), “Songs About Books.”
Literature is a passion of Lauren’s, and her new project made for a great unsolicited press piece (the writer found her via Instagram and tracked her down for the interview! How cool is that?) Perhaps one reason this worked is that it might not have been an intentional marketing technique on Lauren’s part – but still, worth thinking about what your larger message is as a musician, your theme as a human being.
I also talk about my experience licensing a cover song from Jimi Hendrix’ estate so I can release it on my upcoming CD, Fire and Other Playthings (due out next month). In order to release a cover song on your CD, you must get a mechanical license from the publisher of the song. Many songs are easily and quickly licensed online via the Songfile tool on the Harry Fox Agency website. The Jimi Hendrix song I want to release on my CD, however, is not available through Harry Fox, I need to get a license directly from the Hendrix estate. The only problem is that their mechanical license application clearly states that it covers only physical CDs, not digital distribution such as download (!) or streaming. So I have to ask them if they will grant those additional licenses, or decide whether to keep the song on the CD or not. [Post-podcast script - I am trying out Limelight to see if they can get me streaming and digital licenses as well as the physical CD licenses.]
On to my review of the World Domination Summit 2014 (#WDS2014), an “un-conference” I attended in Portland, OR, last weekend with the themes: Community, Adventure and Service.
My #WDS2014 Conference Review Summary
- Love Portland – what a great city
- Very well run conference – from registration to the yogurt parfait snacks, an incredible media team
- Participatory vibe – not your typical conference
- Speakers were great – social entrepreneurs, marketing folks, creativity experts
- A good place to “find a tribe” of people like you – if you are interested in social entrepreneurship, writing your first book, or starting a business
- The WDS Foundation gives money to some of the participants to help kickstart their dream projects
- The unbounded optimism got to me a little, although Scott Berkun’s (@berkun) talk toward the end tried to focus on the practicalities of entrepreneurship
- A lot of cheerleading, not so much on implementation tools – dreams are important, but integrating the dreamer and doer parts of our personalities can often be a challenge for us artists
- I’m not sure I will go back next year, but it was worthwhile to go once
A full list of speakers is on the WDS website, but some of my favorite speakers of the weekend were A J Jacobs (@ajjacobs, The Year of Living Biblically), Jadah Sellner (@jadahsellner, 30 Day Green Smoothie Challenge website), Dee Williams (tiny house movement), Scott Berkun (@berkun, The Year Without Pants), and Shannon Galpin (@sgalpin), a last-minute stand-in speaker not listed on the webiste who had a moving and thought-provoking talk about the power of raising women’s voices around gender issues.
For a fantastic in-depth series of blog posts on some of the WDS speakers, check out Cyriel Kortleven’s website.
Please feel free to leave your thoughts in the comments below.