10 Reasons Seattle Is Great For Indie Musicians

Seattle Chihuly Museum and Space Needle

You’ve probably heard people talk about how if you’re “serious about your music career” you should move to Nashville or LA.

I’ve been thinking lately, however, about what makes my hometown of Seattle such a great incubator for talented musicians.

It’s not just the recent blockbuster success of (multi-category) Grammy winners Macklemore and Ryan Lewis. A lot of really great music and music production has come out of Seattle over the years. From the Kingsmen and Bing Crosby to Jimi Hendrix, the Sonics, Quincy Jones, Heart, Nirvana, Soundgarden, Pearl Jam, Alice in Chains, Queensryche, Mudhoney, Tingstad and Rumble, Sir Mix-A-Lot, Danny O’Keefe, Alice Stuart, and Kenny G all the way to current success stories like The Head and The Heart, Brandi Carlile, Blue Scholars, Shabbaz Palaces, Allen Stone, Kris Orlowski and Shelby Earl. (I’m not even counting Dave Matthews, although he does live here.)

Here are some of the special things about the Emerald City which make it a better environment than Nashville or LA in which to nurture a music career:

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10 #SEO Tips For Musicians

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.
Like my Dallas Seo friend with this tip, “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?

Simple 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 Results

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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Setlist Music Part II: What Bands Really Need

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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Setlist Music Part I: Cafeteria Style Marketing For Musicians

I recently interviewed two of my favorite, no-nonsense women in the Seattle music scene, Robin Fairbanks (A&R) and Elizabeth O’Keefe (Operations). They are both part of a music consulting company called Setlist Music Solutions, headed up by Sean Hensley, which specializes in artist development and management. Part I of this series offers Elizabeth’s perspective, and Part II will showcase Robin’s point of view. Both of these women have a lot of hands-on experience helping indie artists succeed.

It’s no secret that the options for self-promotion are greater than ever before for musicians. As a DIY independent artist myself, I often find it overwhelming just to understand all the different business and marketing things I need to do on a daily basis in order to be successful – to say nothing of actually getting them all done – and I have an MBA (and experience in marketing!) Like many artists, I fantasize about a record label riding in like a white knight, begging to sign me and to do all the work to promote my career as a musician. While this still happens for some artists, for most of us, it’s important to move forward with the reigns of our careers still firmly grasped in our own sweaty, trembling hands.

So what’s a girl to do when she realizes there is no way she can do it all herself?

Boutique Label

The idea of a boutique recording or music label has been around for a while, and has been written about in articles like this in-depth Baltimore City Paper article published in 2010 or in this article about the Arizona-based Cosmica Artists label. While the terms indie label and boutique label often seem to be used interchangeably, a boutique label generally focuses on a small artist roster, or even a single emerging artist. It may even be started and owned by a producer, or the artists themselves. It could be a non-profit artist collective.

The signed artist(s) may do none, or some of their own marketing. The boutique label may or may not act like a traditional label, providing (and funding) most or all of the services an artist needs, from recording to promotion, booking and tour management. Artists may have to pay for some, or all, services provided, but they get to say they are “signed” to a label. Boutique labels will not sign just anyone, but they might take a chance on a relatively unknown artist. The artist and label’s brands are associated with each other. The boutique label generally chooses the artist, not the other way around.

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DIY Musician Wisdom From Seth Jackson Of HowToRunABand

I like to profile indie DIY musicians in an effort to distill practical music marketing lessons that the rest of us can learn from. My fellow Seattleite, Seth Jackson, has been doing this on his website, HowToRunABand, for much longer than I have. Like me, he’s a musician, blogger, and music marketer (as well as a techie – website designer and software developer), and he’s been a role model for me for almost two years now.

SethAndBrianTSeth and I met in early 2012, when I was just beginning my journey as a music marketer. I was present at the first In Real Life (vs. social media) meeting between Seth and Brian Thompson at a Hard Rock Seattle music marketing panel discussion. Two peas in a pod, eh?

Seth has a new podcast series on his website called Work Hard, Rock Harder (WHRH), where he interviews other musicians who make a living fulltime via their musical talents.

Seth is now up to interview #37. I thought it was time to check in with him and see what this WHRH thing was all about.

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Having Kids and Touring: Pro vs. Amateur Musicians

Stevie and I were talking the other day about the fact that all of his professional musician friends are childless. As a member of GoGirls, I have also gotten to know many female musicians online. I’ve noticed that in general, the women I have met online who are working musicians (those who make a living working full-time as musicians – no day job) don’t seem to have any children. My local female musician friends are the same way – regardless of age, they have no children.

It got me thinking – why is it that being a professional musician and having children seem to be incompatible, especially for women? I’ve also been thinking a lot lately about touring – is it a necessary part of a band’s evolution?

I have decided that it may well be true that these are two very important things that separate a professional musician from an amateur: having children and touring. Of course, these two things are related. This is one of the reasons that choosing to be a professional musician is perceived (perhaps logically) as a young, childless person’s game. Touring and putting off having children are both things that younger musicians do, but find increasingly difficult to juggle as they get older.

(Note an important caveat: the story may be different for professional studio musicians or those who write and record music primarily to license it for film and TV. This post is meant for indie musicians who are performing artists with their own original music groups).

Having Children

Let’s face it, male musicians can and do have children, but only if they find a partner willing to stay home and take care of their kids for them while they are out on the road making a living. In some ways, that’s even harder, because they then have to make enough money to support not only the band, but their families back home. If you read Peter Townsend’s recent autobiography, Who I Am, he talks about the pressures he felt to continue touring to support his wife and children. This was true even mid-career, when people would have assumed The Who were so successful that Townsend could have slacked off or retired.

For female musicians it’s a lot less acceptable to have kids. It may be a provocative thing to say, but I think society frowns more on the absentee musician mother than the absentee musician father. Other (childless) musicians look at you sideways when you have to leave rehearsal suddenly because of a sick child (been there, done that).

Here are a few of the other reasons I think many musicians – men, too, but especially women – have to choose (or feel they have to choose) between a professional music career and having a family:

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Basics of Musician Vlogging and Seattle’s First VloggerFair

Vlogging is an increasingly popular communication medium, and I think it’s a largely underutilized way for indie musicians to communicate with fans, perform live, do interviews, build their YouTube subscribers, and share information about themselves and their lives. Musicians might even find it an unexpected source of additional income.

What is vlogging, you may ask? Vlogging is a contraction of the phrase “video blogging.” Vlogging is what happens when you publish regular, serialized video episodes on YouTube and people “tune in,” or subscribe, to your YouTube channel to watch. Vloggers, some of them quite young, but many of every age, are making a living doing this. If they offer interesting content, and can build a good subscriber base, it can be a very good living for some of the superstars of vlogging. Vloggers provide the content, people subscribe to watch it, and advertisers sell ads on their YouTube channels through the partner program.

Chris Pirillo’s VloggerFair 2013 In Seattle

I just attended VloggerFair here in sunny Seattle. VloggerFair is a combination trade show and giant fan club convention conceived and organized by the fast-talking and very creative Chris Pirillo. Chris is the star of the YouTube channel LockerGnome, a “Geek Lifestyle” channel with 288,000 subscribers. In addition to his fast-paced LockerGnome tech gadget reviews, Chris and his wife, Diana, also vlog about their day to day lives in what amounts, more or less, to a reality TV show on YouTube.

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Musician Google Analytics: It’s Not Rocket Science

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.

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