What Makes Jason Webley and Friends’ “Margaret” So Brilliant

As 2014 winds down, I find myself both excited and bemused to write a final music marketing blog about a Seattle indie artist I first met a few years ago. His newest project, Margaret, hot off the press this month, impresses me both musically as well as promotionally (although I hesitate to use that word, and he would probably cringe at it, too). One of the things that characterizes this artist is a fierce allegiance to the creative much more so than the commercial, but perhaps that is a large part of what makes this music project such a great example to discuss.

Watching the way the marketing and promotion of this album has unfolded since I first heard about the project in April of this year has taught me a lot, and I hope you take something from my analysis.

[Tweet “Good music and creativity are at the heart of successful music marketing. “]

Good music and creativity are at the heart of successful music marketing. I have never seen that embodied so clearly. The marketing is important, and executing well is important, but without good music, marketing only takes you so far.  First and foremost, I believe that what drove Jason’s project was making good music that was meaningful to him.

What is good music? Ah well, that is a subjective thing. All I can say is, I know it when I hear it. And I know when I don’t. And so do you, and so do fans. Marketing is just the icing – it doesn’t disguise a bad cake, but it sure makes a good one taste better. Now, it is true that music is subjective, and there are many tastes, many genres, and many niches. However, some music is just well written and well-performed, and even if you don’t like the genre, you can appreciate the musicianship. Most importantly, good music moves the audience emotionally. Passion, combined with creativity and craft, make art that is magical.

[Tweet “Passion, combined with creativity and craft, make art that is magical.”]

The second most important thing to get from this article is that being flexible and listening to what your fans want from you will go a long way. If you start with a great live performance, and then get a clear message from your fans to release a CD, do what they say and they will buy it.

There’s a bit more to what Jason did with this project, however, so I’ve outlined below the 10 elements I think were most effective at propelling the project forward at such speed and with such success.

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Walking The Dog Episode 1: Creating For Yourself Or For The Market

Most every morning I walk my dog. That’s where I do a lot of my thinking about my own music and social media, about music marketing and about what’s happening with music and technology in general. I thought you all might want to come along and hear what was on my mind this Friday morning.

I was having a conversation last night with Michael Brandvold about my own content strategy on YouTube. The conversation was inspired in part by a great post by Lucy E. Blair published yesterday on Digital Music News entitled “STOP Making Viral Videos, START Making a YouTube #Content Strategy”.

Michael and I got to talking about the difficulty of committing to creating any kind of social media content consistently. If you’re going to commit to producing content for social media, he argued, you better enjoy creating it, or you won’t do it regularly. But the most important thing is that you create something and get it out there regularly. I argued that knowing what type of content your fans want from you is also important, and you ought to have a content strategy and understand your market before you start creating content.

Who cares if I create a music marketing podcast every Friday (for example), but no one is interested in hearing it?

[Tweet “Success is born at the intersection of creativity, execution and demand.”]

So here are my 6 minutes (I thought I would keep it mercifully brief) on the conflicts between creating social media content and art for art’s sake – and creating for commercial consumption.

I’d love to hear your experience and your opinion on this issue in the comments section below. I’d also love your feedback on this format!

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How To Collaborate Musically Across The Miles

For me, music is the richest form of self-expression. I find one of the most fulfilling things about being a musician is working with other musicians. I love making things with other people: I love working on school projects, working in teams in the world of business – actually I really love serving on juries. Yes, I love jury duty. I enjoy the process of creative collaboration. Making art with others is thrilling, and emotionally and technically challenging. It requires focus, passion, discipline, vulnerability – and clear communication of goals, expectations, roles and boundaries. Sometimes the excitement of creative collaborative can overshadow attention to the business details like defining process, expectations and roles. That is the stuff of hard feelings that can last a lifetime between musicians.

I’ve discovered that my collaborators need not be limited to musicians who are physically local. Stevie and I embarked recently on two separate collaborative music projects with other artist/producers who are located in LA and England. We just finished a hip hop piece with my stepson, Danny James, a successful musician and producer in LA. Danny took our original song, wrote and recorded three totally new verses sung by another (hip hop) vocalist he has worked with in LA, and then sent us back the project electronically (more on the logistics below). Stevie made a few musical and production changes, and a new song was born (you can watch the lyrics video here, the audio is available for free download on Soundcloud). To have been able to collaborate on a song with a family member who I both love and respect has meant so much to me, I was willing to wait the 6 months it took to complete!

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