Archive for the ‘Marketing’ Category
I got an email recently from an MBA student at the University of Washington’s Foster School of Business named Carl Petrillo, asking if he could interview me about my experience as a musician and an entrepreneur (a “musicpreneur”, as my friends Aaron Bethune and Tommy Darker call it.)
Carl is a musician, too, having worked as a pianist, singer, music director, and choral arranger. He also spent time on the cruise ship circuit before he decided to apply to business school. I suspect Carl has actually made more money in the music business than I have, but in an ironic reverse trajectory of my career path, Carl has decided to move from being a musician into the realm of MBA school. Carl remains active in music as the Vice President of Foster Talent, as well as on his own newly-created YouTube channel.
You can watch Carl perform his original song, Coming Along, on YouTube. Carl is a witty songwriter. [French Canadian saxophone players may not want to watch the music video, however.]
Carl interviewed me for a Foster School class called “Marketing 555: Entrepreneurial Marketing.” I kind of like that – Marketing 555. Sounds a bit like a band name. Anyway, I digress.
We met and Carl asked questions, I talked way too fast for an hour, and we did some follow-up by email, and now my thoughts on marketing my own music are enshrined on the Marketing 555 Blog. Ah, the internet. So here’s the first part of the interview and a link to the rest:
“For my interview of an entrepreneur this quarter, I decided to interview a local musician who, armed with an MBA and years of experience in the tech industry, is working to build her band’s brand from scratch. Today, Solveig Whittle is a music marketing consultant, teacher, and one half of the band Solveig & Stevie. I initially stumbled upon Solveig’s writing from an interview she did with musician Molly Lewis and was struck by the quality of the interview questions. Solveig was kind enough to sit down with me, and then follow up over email, to explain how she thinks about her own entrepreneurial venture as a musician.” – Carl Petrillo, MBA Candidate at the University of Washington’s Foster School of Business
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.