Music Marketing [dot] com

How to Maximize Your Next Photo Shoot

The following video is a "behind the scenes" look at a photo shoot of musician Andy Velo.

Here is why you should be doing the same thing on your next photo shoot...

1. You're going to do it anyway. - As I mentioned in my book, Six-Figure Musician, "if it's worth performing, it's worth recording." It takes very little extra work to tape what you're already doing, but the payoff by being able to use it later (possibly multiple times) can be huge.
   
    
2. It showcases "the dream." - There are plenty of things about the music business that are a drag. As Tom Johnston of The Doobie Brothers once told me, "You're not paying me to play for an hour, you're paying me for the other 23 hours of the day that it takes to do it."
   
   But even the "other 23 hours of the day" are pretty exciting to the average person, who would love to switch places with you... Content such as this video will help fans to get a taste of what your life is really like. It will also get you more respect from fans, as they'll better understand that there is more to the music business than just music.
   
    
3. It builds rapport with fans. - Andy's photos by themselves look great, but they only show part of his personality. The video of the photo shoot goes deeper.
   
   Most of the content you release, even your music, shows limited aspects of what you do. Releasing the same content in different ways, such as audio and video, will gives fans a better opportunity to know you because it provides more information about what you do.
   
    
4. It connects fans to the final product. - Because fans know how Andy's photos were created, they are more connected to them. This is why Six-Figure Musician talks about letting fans in on your songwriting process, recording sessions, and album creation. If they know the story behind what you're making, they'll be more likely to care about the final product when it's released and that means they'll be more likely to buy it, come to your shows, and spend more money with you. 
   
   
   
5. It gives you (and them) a reason to connect. - Having a video like the one above (or a video of anything cool) gives you a great reason to reach out to fans. In this instance, rather than just simply letting fans know about the final photos (or just posted them on Facebook, hoping they'll be discovered on their own), you have another connection with fans that will do all the things mentioned above as well as give them the opportunity to share what you do with their friends.

Want photos and a similar video for your music business? If you're in Nashville, visit Nashville Photo Gal to make it happen.

For more ideas on how to build rapport with fans using video, check out my book, Six-Figure Musician.

Why Your Local Scene Sucks (and Two Ways to Fix It Starting Today)

Support local music.

This is the rallying cry of the guy playing at the bar down the street. The sticker is on his car. He wears the t-shirt.

And he's gonna get pissed if you tell him you'd rather see a major label act with 10,000 other people than hit a local club where his band is playing...

But it's not because what you want to see isn't local. It's because what he really means by "support local music" is "support my music." This becomes obvious when you find out he's almost never at local shows, because he's always "rehearsing."

This guy doesn't get it. People don't buy music because it's local and they absolutely don't buy music because you want them to.

Think about it. Do you know where your favorite acts are from?

Maybe. Like you know Price is from Minneapolis, John Mellencamp is from Indiana, and Dolly Parton is from rural Tennessee... However, it's doubtful that you know anything about the scene these acts came out of of what their involvement with it was.

Why? Because, in the music business, where you're from doesn't matter. The reason people go to see an act has nothing to do with where it's from. "Good" is the only thing that matters. The reason acts go from local to national is because they put on a show that makes people feel good.

If you're a "local" act, people aren't going to come and see you simply because you share the same area code. Sure, it's a start, because similarities in lifestyle and culture are great rapport builders, but you've got to back those things up with quality -- you have to keep them entertained and represent them well when entertaining other people.

If you think your local scene sucks, here are two ways to jumpstart it and make people care.

1. Don't be like the guy in the "Support Local Music" shirt who expects other people to support him, but isn't willing to go out and support other people. You are the scene, so kick things off by getting out and supporting other acts.
   
   The reason Seattle was so big 20 years ago is because people got out and went to shows. They bought t-shirts, music, and other merch. The reason Nashville is hot now is because musicians here have a sense of community and perform, write, and record with each other.
   
   Most people are looking for a leader. When you care, they're more likely to care. This is because "caring" about anything is scary. Once you show it's safe to jump in, they'll feel better about jumping in themselves.
   
    
2. You need to be good and you need to make people feel good. As I said in my book, Six-Figure Musician, you need to be so good that it can't be argued. Even if a person doesn't like your particular style of music, he'll respect the work you're putting into it and that counts a lot.
   
   And while shared location and experiences are a great rapport and connection builder to kick things off, in the end, people don't care where something is from. When it comes to your music, the only thing that matters to the people hearing it is how it makes them feel.

What can you do to make your audience feel good and appreciated? What can you do to get things rolling yourself, instead of waiting for other people to start the job for you?

If you're willing to do whatever you ask of others and will recognize the needs of your audience, it is inevitable that you will create the scene you're looking for.

Music Marketing Podcast #8 - How to Deal With Criticism

"You suck!!"

Almost every musician has heard something similar to this at one time or another. It comes with the territory of releasing your creation to the public.

Inspired by a "bad review" of my book, Six-Figure Musician, this episode talks about criticism and your opportunity to handle it in a constructive way.

The long and short of it is this...

If you're not getting "bad reviews" of your music, you're not reaching enough people. As consumers, we are looking for different things and even the best product in the world won't meet the needs of everybody.

No matter how good your music (or other product) is, there are some people that just won't be a match for it.

If you're looking for good ways to handle criticism of your music, listen up! And if you have a music business question or something you'd like us to cover on a future episode, contact me via Twitter. 

You can listen below or subscribe via iTunes.

6 Reasons DJs Make More Money Than Musicians

First of all, to clarify on the title above, know that I think DJs are musicians. When I was transitioning from musician to my career in music marketing, I worked as a DJ and know first-hand what they bring to the table as far as creating musical moments that audiences love, even if it's just mixing two previously recorded records together in a way that keeps people dancing.

A lot of musicians don't feel this way though, which is why I separated the two in the title of this post.

One thing is certain -- regardless of whether DJs are "musicians" are not, many music artists known primarily as DJs are making a ton of money right now. Bobby Owsinski of Music 3.0 just published a list of The 30 Richest DJs that backs this up with specific numbers.

Some highlights...

Tiesto is worth $70MM. Guy-Manuel de Homem-Christo and Thomas Bangalter, known collectively as Daft Punk, are each worth $60MM. DJ Pauly D, perhaps known best as a cast member of the reality television show Jersey Shore, is worth $15MM.

Why?

1. Live Performance 

The majority of DJs make money via live performances, usually in venues where there is already a sound and light system. This makes it easy to show up and go at it. And more and more DJs mixing from laptops and computer equipment, this is getting easier all the time.

Musicians have similar options available. Performing live doesn't mean you have to bring your own sound system or even a full band. Even rock musicians can benefit by doing "stripped down" gigs, such as a solo acoustic performance.

The more live performances you do, the more people you reach. Not only will you make more money based on performing, you'll also make more money from other outlets as well.

2. Constant Product Creation

In my book, Six-Figure Musician, I talk about something I call the "drip method" -- constantly creating music and releasing it in small batches, even singles, to keep fans engaged with what you're doing and, perhaps more importantly, keep them from forgetting about you entirely.

DJs are constantly releasing music via this method as the dance music market is based around single tracks. It's not uncommon to see successful artists release new songs every month as the half-life of music in dance genres is very quick.

While most genres don't have the churn and burn speed of dance music, regardless of your genre, the moment you release music to the world, it starts to die. Sometimes songs get rejuvenated through cover versions or alternative uses, such as film or commercial licensing, and there will always be some people who hear a song and love it more as time passes, but when it comes to selling music, most of your success comes early, peaks shortly after release, and declines after that.

If you are not constantly writing, recording, and releasing new music, you are leaving money on the table.

Here's a great idea you can swipe... Ernie Halter writes 52 Songs in 52 Weeks. Once you check out the videos on how he sold the idea to fans, I recommend you join the club here, so you can see how he does followup.

3. Leverage

When it comes to squeezing the most of a song, there is no genre that does this more consistently than dance music. Once good song can be released (and re-released) dozens of times though remixes. Each time, this brings in more money for the writer and publisher.

In addition, as so many remixes now have additional post-production, this brings in more money for the person remixing. So even though the song you're listening to might not have "DJ Pauly D" listed as the artist and he might not have written the original version, he may be making writing/publishing money from it, if he has substantially changed it by remixing.

See Six-Figure Musician more thoughts on this concept that you can put into action today.

4. Music Publishing

A good dance track, even though its life can be short, can be used a lot. In addition to remixes, it's not uncommon to see a hot track on multiple compilations. Each time this happens, it's more royalties for the writer and publisher, in addition to licensing fees for the owner of the master recording.

Tiesto, number one on the list above at $70MM, owns his masters.

While compilation CDs aren't what they used to be for most music genres, there are still opportunities for those artists who focus on releasing singles rather than entire albums.

5. Lifestyle Tie-Ins and Sponsorship

Dancing is done in public places, usually in bars where alcohol is served. And, for the most part, the genre is very style and fashion concious.

The good news for you is that every genre of music is this way. The favorite hangout of your fans might not be a dance club, but it's somewhere, and wherever that is, there is a drink, style, and fashion to go with it.

Take advantage of this. 

6. The Product Itself (HINT: It's Not the Music)

As its name suggests, dance music is based on the common thread of dancing. People do this because it makes them feel good -- it also makes them the stars of the show.

Most artists forget that it's actually the people in the audience who make an event great. Music performance is a two-way street, you give and the audience receives. Without a responsive crowd, no matter how well you play, you have nothing.

What can you do to make your audience more part of the show?

Dance music is hot right now. DJs are hot right now. The business model outlined above will work with any genre of music regardless of what's hot though. Take advantage of it and make more money!

Behind the Scenes of Music Business Radio

I get a lot of questions regarding Music Business Radio and there is a lot of "behind the scenes" stuff that never makes the final edit of the show, so I decided to start up a special podcast to better answer listener questions and let people know more about what we're working on and what to expect in upcoming episodes.

The first installment is below and additional episodes are here. More or less, this one is general information about Music Business Radio, including our demo review process and how you can submit your music to be played on air.

Interested in sending us your stuff? Here is the address to send a CD and related marketing materials to:

Tuned In Broadcasting, Inc.
ATTN: Music Business Radio
1310 Clinton St. Suite 200
Nashville, TN 37203

Help For Your Music ($15,342 Worth)

I thought this might help with your music...

Disc Makers is giving away $15.342 worth of recording equipment, CD pressing, music distribution services, and more. It's literally everything you need to get your music out (except talent).

It's a huge package (as you'll see below) and could be the missing link you're looking for!

Enter now (before you forget).

The greatest collection of Recording Software & Equipment we’ve ever assembled. And it could be yours...

 Attention independent musicians! We’re giving away one heck of a prize package and you could be the lucky winner. We’re giving away everything you need to record and produce a new album, from computers and production and mastering software to pre-amps and mics, to auto-tune and sound proofing. It’s all here and it all could be yours.  

Prize list:

• 2,000 CDs in 6-Panel Digipaks –$2,299 • CD Mastering  (Up to 20 Songs) – $699 • Package Design – $599 • Ozone 5 Advanced – $999 • Alloy 2® – $199 • Nectar® – $299 • Trash 2 – 249 • Iris™ +5 – $349 • Stutter Edit® – $249 • RX 2 Advanced™ – $1199 • Auto-Tune® Vocal Studio – $799 • Auto-Tune® Live – $249 • AT4033/CL Studio Mic – $595 • ATH-M50 Headphones – $199 • Pro Tools Express & Mbox – $499 • IN2® – $499 • 1-Year 30GB Account – $360

• Pro Album Distribution Bundle – $99 • 5-Pro Single Song Submissions – $195 • 1,000 Download Wristbands™ – $390 • 1-Year Web Hosting – $199 • Solstice Audio Computer – $1,999 • Samplitude Pro X Suite – $999 • Auralex Alpha DST™ Roominator™ Kit – $440 • MudGuard – $100 • Set of MoPADs – $100 • MiC digital microphone– $199 • JAM guitar input – $99 • Neal Peart Drums – $179

 

Total Prize Package is worth $15,342


No purchase necessary. Void where prohibited. Contest ends June 30, 2013. One winner chosen at random July 8, 2013.  

Music Marketing Podcast #7 - How to Find (and Keep) Your Ideal Fan

This episode of the Music Marketing [dot] com Podcast is a response to an email we received from musician Jack Speer. 

Is changing your music so that it appeals to a specific type of person selling out? 

How can you find an audience for your existing music?

In this episode, we talk about these things and more. You'll learn how to define who your ideal fan is and the best ways to keep in touch with fans so they'll continue to support you and your music.

Thanks to Jack for sending reaching out! If you have a music business question or something you'd like us to cover on a future episode, contact me via Twitter. 

You can listen below or subscribe via iTunes.

Want to Sell More Music? Forget the Music!

This video which quickly summarizes an important topic I've talked about for years. The topic is so important, and so neglected, that I have an entire section about it in my book, Six-Figure Musician.

There are two main takeaways for you in this video...

1. Your message isn't meant for everybody.

If we're honest with ourselves, we all know this. For example, if you play music similar to Slayer, 90-year-old grandmothers aren't your target audience.

Still, there is something within our egos that says to us, "But probably some of those 90-year-old grandmothers would like this."

And that's true, there probably are a few who would. Taking your limited music promotion resources (and we all have limited resources in this area)  to go after "a few" people doesn't make sense though.

You're much better off excluding the 90-year-olds and going straight for the people who are most likely to get what you're doing.

There is skill in marketing, but it's also a numbers game -- play the best odds. When you try to please everybody, you please nobody.

Go for those who will be enthusiastic about what you're doing and ignore everybody else. You don't need "everybody" to have a successful career in the music buisness. 

2. Reach people on their level, in a language they understand.

This is the big takeaway here and I think the above video shows it as well as anything I could write. To put it bluntly -- if you want to really connect, you have to speak to people on their level.

I once was managing street promotion for a band and sent posters to the local rep ahead of time. The show was in my region, at a venue I'd never been to, so I went to check on things and was amazed to see that the posters had been modified in a big way -- the acts on the bill had been put in small type to make room for "2-for-1 Kamikaze Drink Specials" and other "non-music" promotion.

As I've made very clear Six-Figure Musician as well as here, clubs are in the drink business, not the music business. Still, for the promoter to almost completely ignore the music was a shock. But she knew the club (and its patrons) much better than I did and she talked to them in their language, which is what got people in the door and, at the least, gave the band an opportunity to win them over.

As I've said before, "your fans don't think about music in the same way you do." For most, it's background noise. Because of this, they're likely to write it off.

You have an opportunity to win people over to your music, but it doesn't matter how good your performance, recordings, or whatever else is if people aren't on the receiving end of the experience. You must come down to where they are to build them up to where you are.

Is there a way other than music that will enable you to better connect with your fans? If so, do it. You music will be the "background noise" they associate with the experience.

How to Get 200% More People at Your Next Gig

New movie coming out June 7...

It has absolutely nothing to do with the music business, but one of the ways they're promoting it will help you double your show attendance...

Yesterday, I was at the self-checkout at Kroger. It usually prints out coupons for food it thinks you'll like, but instead, it printed this...

Brilliant.

Like you and your music, the biggest issue new movies face is that nobody knows about them. Sure, the trailer above is online, and it's available to anybody, but if you don't know it exists, it might as well not. 

The BOGO (Buy One, Get One) offer above, which you can modify and use for your live gigs, works because of this:

Almost nobody goes to a show alone.

There is no "one ticket" option here. If somebody wants to take advantage of the freebie, he has to buy a ticket and that means he ends up with two. A single person doesn't need two tickets to the same show, so he's very likely to start talking to his friends about attending the event with him.

This starts a discussion.

"Oh, you don't know about this movie? Check this trailer online, because it's hilarious..."

If you do a promotion like this for your band, the conversation will be more like:

"Oh, you don't know about this band? They are awesome! Here's a link to some music..."

What's that worth? Much more than the price of the free ticket you're giving away.

What is the price of a ticket anyway? For club shows, it's almost nothing, because club shows have a fixed cost. You can play to 100 people for about the same price as you can play to 50, so why not bring in as many people as possible?

The longtern payoff is much better than the shortterm of doubling attendance at a show though. You now are right in the middle of a shared experience between friends. If they have a good time on the initial outing, they'll be likely to repeat it -- and buy your music as well as other things you're selling, so they can take the experience with them.

Want more ideas like this? Read my book Six-Figure Musician - How to Sell More Music, Get More People to Your Shows, and Make More Money in the Music Business.

How I Finally Became Self Disciplined (and You Can Too!)

This is a guest post (submit your guest post) by Laurel Staples, who blogs about how creative people can quit their dayjobs and go fulltime at TheDayIQuit.com.

This article will discuss three methods I have used to increase my self discipline with great success. These aren't the typical things you usually hear about when it comes to self development, but it's really worth giving them a try.

Each may sound a little weird, and do not really seem linked with one another, but these are methods I personally use. You will find the results speak for themselves.

Tip #1: Force Yourself Out of Bed Early

What you do in the early hours can carry momentum throughout the entire day. A sluggish start can mean a slow and lazy attitude for the rest of your waking hours. It can be a big boost to force yourself out of bed the moment you hear the alarm go off.

I'm sure you set the alarm clock at a certain time for a reason. It's also probable that you feel too tired to get up, and simply hit the snooze button, over and over again: "just 10 minutes more sleep, then I'll get up!" Unfortunately, those three times of hitting the snooze button have just caused you to get out of bed half an hour later than you wanted to.

You'll find that you have a lot more energy and vigor if you force yourself out of bed the moment you hear that alarm go off. Yep, it's difficult, but it's worth it.

It's mind against body. Once you force yourself out of bed (no matter how tired you feel), it's almost like you've won a battle. This attitude can remain throughout the day. It becomes easier to fight off laziness in other situations and tasks, resulting in a happier, more positive you.

Tip #2: Ignore Desire

There are some desires in the world that get us into trouble. These are usually things that you "feel" like doing, but really regret afterwards. They might be trivial, like spending money on something you can't afford, or buying things on credit you don't really need, or they may be terrible things, like cheating on your loved one.

All of these are "heat of the moment" temptations. They feel great at the time, and grant temporary pleasure, but the horror of regret afterwards can make it hard to live with yourself, and can cause guilt and shame.

Staying strong in these moments of temptation will really help with self discipline. Usually, if you can hold off your desire for the duration, you will generally feel well rewarded and will become a stronger, more confident human being.

Tip #3: The Daily Task List

When you have a list of tasks to do, it's always better to write them down. It removes the stress of overwhelm, and helps focus the mind. Instead of feeling bogged down and helpless, you have an itemized list that you can tick off one by one -- and boy does it feel good to cross those items off the list!

To make things more advanced, it's better to prioritize. Simply add a number (between 1 and 3) against each task, that indicates it's importance. Then, be sure to start those tasks first that have higher priority. It doesn't need to be any more complicated than that.

And for those tasks you couldn't do today? Just add the letter "T" to the task, so you'll add that to tomorrows list. Doing this removes the feeling that you've failed to complete all tasks. Adding it to tomorrows list can free your mind from worry, and leave you to relax a little in the evening.

The daily task list does sound obvious and simplistic, but it is a very powerful tool for self discipline. Writing tasks down removes a lot of stress from the mind. You'll no longer have that nagging feeling at the back of the mind that you've got too much to do. Instead, you'll have a neat, prioritized list. Another nice advantage is the feeling you get when you cross an item off the list. It is very motivating, and can spur you on to complete the whole list.

And there you have it. Use any or all of these methods to increase your self discipline. Try at least one of the tips above within the next 24 hours. You may well be surprised with the results!