Archive for the ‘Marketing’ Category

posted by on Marketing, Music, Social Media, Thoughts


Facebook Logo

Facebook: we love it and hate it. Facebook brings up so many opinions, but there is no question that it plays a big role in our lives both personally in business.

In Episode 3, I have decided to take a slightly different tack than the first two podcasts. I’m going a bit longer (11 minutes) and I’m going to discuss a hot marketing issue that also came up last night on the #ggchat Twitter chat (run by Madalyn Sklar every Thursday).

Many bands have experienced a drop in interaction on their Facebook pages in recent months since the changes Facebook made to its algorithms for how posts are displayed in fans’ news feeds. Basically, the days of free advertising are over. There has also been a lot of discussion about whether bands should be on Facebook, Twitter, Instagram and other social media platforms.

In this episode, I summarize the key points in a recent (December 2013) article by Larry Kim on MarketingProfs called Twitter vs. Facebook Ad Showdown: Which Offers the Best Social Media Ad Platform. At the end of the podcast, I also give my analysis and recommendations in practical terms for artists and bands.

Let me know your thoughts on Facebook, Twitter and other social media advertising. I’d love to hear from you in the comments below.



posted by on Conferences, Marketing, Music


Macklemore Same Love

I first wrote about them in October 2012 on this blog, but the world now knows that a combination of strong, socially conscious messaging, a well-defined visual persona, an electrifying live show, and great music characterize the hip-hop duo Macklemore and Ryan Lewis. Amplified by impeccable marketing execution and excellent timing, they have become the poster child group for DIY indie artists around the world and put Seattle back on the map of music industry innovation.

Zach Quillen (@wexington), who began managing Macklemore and Ryan Lewis full time in 2012, was interviewed this past Saturday live and in person by Larry Mizell Jr. (@lar206), DJ from KEXP Seattle. This happened at Seattle’s EMP Museum at the Pacific Northwest Chapter of The Academy’s Songwriter’s Summit 2014. I was fortunate enough to be in the audience.

As both a marketer and an indie musician, I was fascinated to finally hear Quillen talk in person about the details of marketing The Heist. I’ve been waiting to meet Quillen for almost two years, and I wanted to hear straight from the source what his biggest challenges and most difficult decisions have been. I was not disappointed.

There Has Always Been A Plan

My key takeaway? There is a plan. There has always been a plan. It’s a plan you can trace back to the early 2000s, but the additon of Quillen brought music industry marketing expertise, experience and connections to the mix. The seemingly meteoric success of The Heist has been planned by Ben Haggerty, Ryan Lewis and Zach Quillen for years. Marketing for The Heist has been strategically thought out, considered, discussed, rehashed and then tactics executed boldly – with adaptations made on the fly as opportunities arose.


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posted by on Interviews, Marketing, Music, News


Eric John Kaiser (Copyright Kenton Waltz)

I recently made friends via Twitter with musician Eric John Kaiser, a native Parisian who now lives in Portland, Oregon. Like many who make a living full time from music, Eric is a busy person, juggling several different sources of income, as you will read below. 

Eric has managed to successfully carve out a niche for himself in the Portland musical ecosystem playing “French music” several days a week. I thought it would be helpful for other musicians to read some of the smart and practical things he does to find, classify and promote his local and regional gigs. I also feel it is worth highlighting how Eric does business as a musician: he treats bookers and the other musicians he works with respectfully, fairly and professionally.

Question 1: Tell our readers a little about yourself: your music, where you are from, and how you ended up in Portland.

EJK: I’m a professional singer-songwriter originally from Paris, France, now based in Portland, Oregon, USA. After doing over 350 gigs in France and several records, in the summer of 2006, I followed a girl from Portland whom I met in Paris. Now I tour mainly on the West Coast, Idaho and Montana, in Louisiana and in Quebec and some parts of Canada. I also go back to France to tour once a year. I have released, at this point, three full length albums and three EPs. It’s been a great musical adventure so far.

Over time, I’ve learned that I needed to be flexible and be able to play solo gigs, as a duo with my accordion player or play with my full band.

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posted by on Marketing, Music, Social Media



[The following is a guest post by my friends at Ditto Music. That's why the spelling is British icon smile 10 Simple Ways To Promote Your Music Ditto Music is an online music record label services and digital distribution company servicing over 50,000 artists across the world. Services include chart eligibility, royalty collection and online promotion. I have guest posted on their site.

This post is particularly relevant for me this week. Being a DIY musician, I have done each of the things suggested below myself to promote either my current band, Solveig & Stevie, or my former band, Shades of Red. So I can personally attest to the fact that they are all important. I think #6 below is something that many bands and singer-songwriters wrestle with, myself included. I'd love to hear your feedback on this.

Stevie and I are planning a professional photo shoot and a band website redesign this month, and I'm pretty excited for that. You'll probably see a blog post or two from me about those experiences. Meanwhile, here are some great music marketing tips from Ditto Music.]

If you are embarking on a career in music, having talent and determination will only get you so far. In order to reach the heights of international stardom, you will also need to promote your music if you decide to go down the road of independent publishing. The internet and the wide range of digital outlets available will provide you with many opportunities to spread the reach of your music. By adopting these 10 simple strategies, you can maximise your chances of reaching the top of the charts.

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posted by on Marketing, Social Media


SEO Basics For Musicians

A friend of mine recently asked me about SEO (Search Engine Optimization) tips for his music industry and marketing website. Now, I’m by no means an SEO expert. However, I love when people ask me questions and I don’t know the answers, because it’s an excuse for me to do research. I knew I could improve the SEO on my own websites with what I learned, and also pass that information back to him, thereby placing him forever in my debt. Just kidding about the debt part. But I do enjoy building long term relationships based on openly sharing practical information that helps others.

When one person asks, it also means there are probably other people out there who would be interested in the answers.

I’ve posted links to the articles I found in the process of doing my reasearch at the end of the article. I want to give a special shout out to Stan Smith of Pushing Social, whose recent webinar on 7 Blog Marketing Tactics was especially useful in the section below on SEO for images.

What Is SEO For Musicians?

My Google results 300x293 10 SEO Tips For MusiciansSEO stands for Search Engine Optimization. All this means is that if someone searches (Google, Bing, Yahoo, etc.) for either your personal name, your band name or perhaps even for the type of music you play (eg. “dubstep Celtic”or “ukelele classic rock cover band Seattle”), your website will appear at the top or close to the top of their search results.

Have you Googled yourself or your band name lately? Try it and see what comes up. You might try also your musical genre if it’s narrow enough. My results are shown above and to the right when I Google my name, and below left for when I Google the words in my band name, Solveig Stevie.

Solveig Stevie Google 258x300 10 SEO Tips For Musicians

Just remember to go “Incognito” or “anonymous” before you search yourself, otherwise the search will take into account all of your own recent searches, and might be skewed. You want to see what the average person will get when they do a search, not your own “tailored-by-Google” search. There’s more in this CNET article on how to search anonymously in other browsers such as IE and Firefox as well as Chrome.

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posted by on Interviews, Marketing, Music


Grammy Award

Sometime in the summer of 2013, I decided to join The National Academy of Recording Arts and Sciences (NARAS), AKA The Academy®. I had heard it was a great way to network with other local musicians – including Seattle’s own Grammy®-winning writers, producers and artists like Sir Mix-A-Lot, Eric Tingstad and Sue Ennis.

Then, in the fall, on a lark, I decided to see what it was like to submit my music for the 56th (as they call it) Grammys. Just for fun, mind you, and to learn. I have no delusions of grandeur left about the music industry. Well, maybe a few.

The Grammys are the biggest honor in music you can get. I thought it would be interesting to participate in the process and see how it really works first hand, for an indie and from the inside. No PR machine, no label, no manager.

First, I did some research on indie artists who have gotten nominated. There’s been a lot of controversy in recent years, with EDM artist Al Walser and Americana artist Linda Chorney top of mind. This post is not about the controversy of the voting process, however. Believe it or not, this post isn’t even going to cite Macklemore and Ryan Lewis, although Seattle’s own hometown indie artists were nominated for seven (seven!) Grammys, in case you’ve been living under a rock this year.

What is most interesting to me are two things I discovered.

One is a shift, at least for the indie artists, away from the private Grammy365 website to social media sites like Facebook to promote their nominations. Social media is having an effect even on crusty and fairly closed organizations in the music industry like NARAS.

Second is the sheer explosion in both the number of Academy members and number of submissions for nomination, as more and more amateur recording artists and producers have begun creating and marketing their music. This has created not only technical issues for the Academy and its members’-only website,, but it has also made the annual listening and promotional process within the voting members much more challenging.

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posted by on Marketing, Social Media

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Solveig Child

I began publishing on this website on June 28th, 2012, thanks to Brian Thompson (@thornybleeder). Brian has been a role model for me as both a popular music marketing  and inspirational blogger and also as a social media maven. He consistently produces high quality content and shares it intelligently. He also has a great sense of visual design and branding, which permeates his online presence.  What some of you may not know is that he also created this beautiful WordPress website for me (thank you, Brian).

After 18 months, I think it’s appropriate to reflect a bit. Of course, for me, that means “let’s look at the numbers!”

In the spirit of following my own advice on using Google analytics, I thought it would be interesting to create a list of my top blog posts. Note that not all of these posts were written in 2013, this is just my top ranked website page views from June 28, 2012 through December 26, 2013, according to my Google Analytics.

So here they are, in order of popularity:

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posted by on Marketing, Music, Social Media


Content Flow Chart Blackboard

You may have heard that content marketing is (or should be) the center of 21st century marketing for any business, large or small. But what does this mean in practical terms for a DIY musician?

The basic idea is that by creating original, useful and entertaining information and then using social media to share it far and wide, you attract potential fans who would not otherwise have been aware of your music. Plus, it costs you little or nothing to create the content and do the promotion, right? Free marketing! Well, not exactly free. It costs time and energy, and maybe even a little cash. Without some thought up front, content marketing can also quickly become overwhelming even for the most savvy. But don’t give up just yet. You can do this.

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posted by on Interviews, Marketing, Music

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Robin 3_001

For the second half of this two part series, I interviewed Robin Fairbanks, A&R at Seattle’s Setlist Music Solutions. Robin is an amazing music industry resource who has developed, managed and promoted many bands and solo artists across the country.

She has also done just about everything there else is to do professionally in the music industry, including being an on-air radio personality and doing radio sales, online radio programming, original music sales, full-service advertising and PR, booking, and event promotion. In this interview, Robin gives indie artists her perspective and advice on how to be successful in the music industry.

Robin is so engaging, we spent two full hours together talking together, so this is a long interview, but I think it’s chock full of important information.

You may also be interesting in reading Part I in this series, an interview with Robin’s colleague at Setlist Music, Elizabeth O’Keefe.

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