Posts Tagged ‘Macklemore’
Knowing how to use online analytics tools is an important skill for DIY musicians. If you can learn how to play guitar, drums, or piano with two hands, you can do this. The more information you have about your audience, the better decisions you will make about where to focus your marketing efforts. You may decide to adjust your promotional strategy, to focus more on one particular social media channel, or to create a House Party tour to a particular geographical area based on what you learn by analyzing your online presence.
There are many different free tools you can use to gather analytics information. Most are individual tools designed to look at a specific online presence, like your website, Facebook fan page or Twitter followers. “Analytics for Musicians” by Make It In Music gives a good overview of analytics tools for these three: Google Analytics for your website, Insights on Facebook, and Hootsuite for analyzing Twitter.
This post describes how and why you might want to check out Google Analytics to understand the activity on your band website. Even if you are a bit of a technophobe, making the effort to personally understand what’s going on with your website is enlightening and empowering. Instead of just anecdotal conversations you might have with fans after a show, or arguments with your bandmates about which website pages are most important, analytics give you real and actionable information about how people are discovering and engaging with your music and your band. You won’t be held hostage to someone else, either, like a webmaster, relying on their busy schedule and waiting for them to give you information.
At the risk of adding to the over-exposure of Seattle’s hometown music hero of the decade, Macklemore, I felt it important to explore this question. Paul Porter of Rap Rehab wrote an interesting blog post challenging the claim by most music publications that Macklemore is an indie DIY success story. (We had a little discussion about it on Twitter, here’s the Storify of My Dialog About Macklemore With Paul Porter.) As I interpret his post, Porter proposes that Macklemore is not DIY or indie because he worked with a distributor, Alternative Distribution Alliance (ADA), who
- agreed to work with Macklemore because he is a talented white rapper, an unusual characteristic that makes him stand out
- identified big financial potential for Warner Music Group in Macklemore’s wider appeal to a pop audience, which is, by definition, larger than rap or hip hop
- underwrote Macklemore’s airplay on pop (and not hip hop) radio stations through payola
- thus fueled his meteoric rise on the charts, subsequent record sales and media exposure
And all this did not, and would not have happened, without the savvy of a major label’s distribution arm, Warner Music Group/ADA. In Mr. Porter’s eyes, this makes Macklemore less than indie, because “Indie is one that is independent; especially: an unaffiliated record or motion-picture production company.”