Interviews, Marketing, Music

Whose Music Career Do You Want To Have? – @TerraNaomi

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Artists Sharing Their Own Journey

In my quest to learn about music marketing I’ve encountered many smart people, some of them music industry professionals, some social media and marketing professionals, and several who are, like me, musicians actively practicing their craft and trying to make it (whatever that means… but I’ll get to that in a minute).

There is something particularly genuine and relevant about advice that comes from another musician. The advice and perspective that comes from industry professionals is valuable too, it’s just coming from a different place. Non-musician professionals have an overall vision of the industry that is uncolored by their own ego and participation as an artist.

But musicians being vulnerable about their own journey – now that’s something immediately relatable to me some of them may have started with some beginners drum lessons and become later talented musicians.

[Tweet “I find the musician as marketer perspective particularly relatable.”]

There are a lot of smart musicians who are actively sharing – mostly for free – what they’ve learned through their own experience, and, through interviews, the experience of other musicians. Basically, what I do.

Here are a few practicing musicians whose blogs, books and podcasts I follow:

  1. Ari Herstand
  2. Dave Ruch
  3. Marcio Novelli and Ross Barber’s Bridge The Atlantic
  4. Brent Baxter’s Songwriting Pro (AKA Man vs. Row)
  5. Sean Harley Tucker‘s The Spark and the Art
  6. Bob Baker’s The Buzz Factor
  7. Bree Noble’s Female Musician Academy
  8. Shannon Curtis’ book on House Concerts

If you know more artists who are offering great music career and marketing advice based on their own experience and that of other real, DIY musicians, please feel free to add links to their websites or podcasts to this post in the comments section.

Terra Naomi

I recently had a very productive conversation with a musician of that ilk named Terra Naomi. She gained fame doing covers and originals on YouTube in the mid-2000s, winning the first YouTube Award for Best Music Video in 2006. Her original music video, Say It’s Possible, has over 4.8M views as of this writing, and she has many (hundreds?) other videos of both cover songs up and originals on her YouTube channel.

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Marketing, Music, Social Media

5 Tips To Make A Viral Music Video

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[Watch me talk about this post with Michael Brandvold on the Music Biz Weekly Episode 195 on YouTube here or listen to it on Soundcloud here.]

YouTube is the number one search engine for music, so having at least one or two music videos up there seems like a no brainer, check-the-box item for an indie musician.

And once in a while, a music video from an unknown artist goes viral, giving them a huge boost in visibility.

As indie artists, we all feel the pressure to produce a stellar music video (or two), and we look with no small amount of envy at those artists who seem to get discovered overnight via their viral music video. But how is it done? Can you make a music video that is more likely to go viral?

I’m less interested in the viral videos by popular stars like Taylor Swift (Bad Blood) or Sia (Elastic Heart, Big Girls Cry), because those are undoubtedly supported by large online marketing efforts. I’m more interested in music videos made by relatively unknown artists with small to zero marketing budgets which nonetheless seem to have caught on and propelled those musicians’ careers forward in a significant way.

So let’s look at three recent examples.

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Marketing, Music, News, Social Media

2015 Social Media Checklist for Musicians

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Featured image by scottchan for freedigitalphotos.net

I began teaching a social media certificate class this month to 31 adults in downtown Seattle at the University of Washington’s Continuing Education Program. I’m really enjoying it – the students are enthusiastic and operating all at different levels of social media expertise and experience. Creating material for a three hour class on a weekly basis is no walk in the park, but I love it so far! It’s an exercise in visual, rigorous, accountable, consistent long form weekly content creation.

At the same time, I’ve also been working with some fabulous musicians as a marketing consultant, helping them develop their marketing plans, define their music career business goals, and then execute against those goals.

AND I’ve also been trying to keep up with the fast paced and ever changing worlds of both social media and music. Oh, and then there’s the new set of songs Stevie and I are working on for 2015 release.

I got to thinking a few weeks ago about how to distill down the things I see as vital for musicians – and any small business owner – to attend to as part of their social media for the coming year. [Tweet “Here is what I would tell you to do in 2015 if you were my client”] So here is what I would tell you to do in 2015 with your social media if you were my music marketing client:

  • Understand your primary social media business goals. Don’t jump into social media just because you feel you “need to be on social media.” Are you promoting a new album release, an event or tour? Is your primary goal to increase followers or Likes? Or are you trying to get the attention of bloggers, press or industry influencers? Are you trying to win a music contest or raise money via Kickstarter or Pledgemusic or some other platform? Is your goal to promote coupons or discounts to encourage fans to buy your music or merchandise directly from your website? Your goals will help determine both what social media channels to focus on, and what kinds of activities (posts) to engage in. Set some reasonable, concrete, realistic, numerical social media goals for 6 months and for a year from now – goals with numbers and a timeline. It’s easy to get lost, sidetracked and overwhelmed in social media. If you’re not aiming at something, you won’t know if you’ve succeeded. [Tweet “It’s easy to get lost, sidetracked and overwhelmed in social media.”]
  • Know who your target market is. What are the basic demographics (age, sex, location, artists they like) for your super fans? If you don’t have a big fan base, research the demographics of bands you consider your competition. I also wrote a blog post on identifying your super fan that includes some great online research tools.
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Interviews, Marketing, Music, News, Social Media

How New Age Musicians @RickyKej and @WouterKellerman Won A Grammy

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Ricky Key and Wouter Kellerman

In fall of 2014, I interviewed New Age artists Ricky Kej and Wouter Kellerman about how they marketed their newest collaboration, Winds of Samsara. The album debuted in July at No. 1 on the Billboard New Age Chart, and then spent the following 12 weeks in the Top 10.

****** UPDATE!! February 8, 2015 – Kellerman and Kej WON a Grammy for Best New Age Album at the 57th Grammys. Congratulations! It couldn’t have gone to two nicer musicians and a harder working team. ******

Ricky, Wouter and their team are a hybrid indie artist marketing model: neither the artist nor the label does 100% of the marketing. Most of the marketing strategy, however, is planned and driven by the artists and their managers, with similarities to how Macklemore (Ben Haggerty), Ryan Lewis and Zach Quillen drove the charting success of The Heist in 2013.

Ricky and Wouter signed this project with a label, but they recognized from the start that their label wasn’t going to do everything needed to promote the album. The artists themselves needed to pitch in, especially with social media promotion. That is the powerful story here – all the incredible networking and promotion this team did for the album, in addition to using key industry resources at their label to help strategically promote the album in distribution and on the radio.

I’ve seen first hand on social media how Ricky, his wife Varsha Kej, Wouter, and Wouter’s manager, Tholsi Pillay, persistently promote Winds of Samsara. All four fluidly mix the creative with business. In addition to being Wouter’s manager, Tholsi played keyboards and synth on the album, and Varsha is Ricky’s manager as well as a sitar player. 

I wanted to hear more about how this marketing dynamo planned and executed their marketing, and what has gone into debuting and maintaining Winds of Samsara’s Billboard chart status over the past weeks and months. I also wanted to know what kind of promotional team they have behind them (distributor, PR, etc.)

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Interviews, Marketing, Music, Social Media

How Musician @PollyBakerMusic Got 49K Twitter Followers

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Polly Baker

I recently came across a young female country artist, Polly Baker. I checked out her music, and her music videos, and it was good catchy stuff – nice. Then, as I am wont to do because I teach social media, I checked out her Twitter profile. Okay… She’s been on Twitter since March, 2012. Wait, wow – 49.3K followers?

I was immediately curious to see how many of Polly’s followers were fake. I ran her Twitter handle through the SocialBakers FakeFollowersCheck tool.

This is a free app promotion so, you can use to check anyone’s Twitter handle to see how many suspicious, “empty” or inactive followers someone has on Twitter. It’s a pretty reliable indicator of whether someone has bought Twitter followers (I wrote a post about How To Grow Your Twitter Following and explained why buying Twitter followers is a bad idea for musicians).

To my surprise, Polly’s Twitter followers were 97% good. That is an amazing number. 49.3K Twitter authentic followers? In just over two years. Impossible to do organically.

I have friends who have been on Twitter for 6 years or more, and they tell me it was much easier in the beginning to grow a following of tens of thousands in the early days. Now? Not so easy without buying followers, using automation tools, or hiring a social media agency with a college intern to sit and follow people for hours a day.

Now I was intrigued.

Curious to know how Polly got this large authentic Twitter following in such a relatively short time, I emailed her and asked her to share a bit about herself, her social media practices and perhaps also some of her Twitter secrets. She graciously agreed.

Here’s our interview:

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Interviews, Marketing, Music, Social Media

Seattle Musician Molly Lewis On Going Viral, Social Media and Patreon

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Molly Lewis Publicity

[Photo by Atom Moore]

A few facts to introduce this interview:

Intrigued? So was I. So I interviewed Molly via email.

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Marketing, Music, Social Media

10 Simple Ways To Promote Your Music

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[The following is a guest post by my friends at Ditto Music. That’s why the spelling is British 🙂 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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Marketing, Music, Social Media

Three Steps To Content Marketing For Musicians

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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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Marketing, Music

Cover Song Music Video Licensing Walkthrough

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Last year I recorded a cover of an old favorite song of mine called Menta e Rosmarino (I Won’t Be Lonely) by the Italian artist, Zucchero (AKA Sugar Fornaciari). He’s a famous singer, songwriter, and guitarist in Spain and Italy. He’s less well-known here in the United States, despite his many collaborations with American artists like Eric Clapton, Joe Cocker, and Randy Jackson, among others. I also hired a friend of mine, Josh Moore, to shoot a music video for my Zucchero cover. All together, I spent a few thousand dollars on making the video, including paying for time at the studio where we shot it and compensating the other people involved.

I thought it might be useful to share a walk through of my relatively cheap and easy experience securing the mechanical and synch licenses for both the audio and video files. As a writer of original music, and also because I spent my own time and money making these high quality audio and video recordings, I felt it was important to comply with the legal licensing requirements. This was not a video of me singing the song by myself with a guitar in the living room in front of my computer’s video camera. Although I thought it seemed unlikely, I didn’t want YouTube to take down my video channel because of this single cover video. Most important to me, however, I feel it’s only right to legally compensate the original artist for their work.

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Conferences

Recap: SF Music Tech Summit XII 2013

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I had a very full day at my first SF Music Tech. I was impressed with the level of serious dialog, with the fact that women were much better represented here than at many of the tech conferences I’ve been to (35 – 40%), and, perhaps most importantly, with the mix of technology, business, and artist/creative-types represented. Many music conferences attract one type of attendee or another, but this one seems to do a really fine job of bringing them all together under one roof.

Here are my other impressions (taking into account that there was no way I could humanly attend all of the 33 sessions):

Daisy and YouTube: Important But Unrepresented

It was interesting that panel after panel talked throughout the day about YouTube as the most important platform for music discovery, especially among young people. Zoe Keating said she gets more money monthly from YouTube than Spotify. Yet many other music tech platforms are not seamlessly integrated with YouTube, and licensing is a nightmare for smaller musicians. Google was completely unrepresented at SF Music Tech as far as I could see – neither as panelists nor attendees.

Another elephant in the room was Daisy: apparently things got heated at the “How We Will Experience Music in the Future” panel, although I wasn’t there to hear it myself. Daisy went completely unmentioned in the “Music Discovery” panel (with panelists from Echo Nest, Rhapsody and Pandora). I did see two Daisy/MOG/Beats (that was what their badges said) attendees, but no official panel representation. I would think with all the press Jimmy Iovine’s been courting around Daisy and serving data to artists, they would have had someone here to talk to the tech community about this feature. Maybe I’m naïve.

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