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3 Music Marketing Lessons from Jesus Christ

Today is Christmas, so I thought it was as good a time as any to talk to you about Jesus. Specifically, music marketing and Jesus.

What would happen if Jesus, instead of turning water into wine, healing lepers, or performing exorcisms, was in a band? How would he market himself?

I don't know.

What I do know is we can learn a lot from the way Jesus and Christianity has been marketed. Here are three lessons you can use to market your music...

1. Start with a Core Group

Jesus had 12 apostles who were willing to put it on the line for him. This is worth more than thousands of people who "kind of" like you, which is what most musicians have.

What you really want, and what you should be focusing on, are the core superfans who will not only buy everything you put out and come to every show you play, but also tell all their friends (and strangers they meet) about you.

How can you encourage this? Keep reading...

2. Don't Be Shy

When you're selling something, it's not the time to be timid. You don't have to be overly aggressive, but you also don't want to come across like, "Well, if it's convenient for you, and it's not raining, and maybe you could think about stopping by for our gig on Friday."

How would an enthusiastic Christian get somebody to church? "If it's convenient" doesn't cut it. It's more like, "Church starts at 10:30 on Sunday morning, but you'll want to get a good seat. I'll pick you up at 9am, so we can be sure to get a pew right in front. I'll bring coffee and donuts." 

I'm not saying you need to act like an Amway rep and force something down another's throat, but do be enthusiastic and make it easy (and fun) for people to say yes.

3. Give people a reward.

It's tough to compete with enternal life and forgiveness of sin, but your job of getting people on board with what you're doing is a lot easier when you can give them a benefit for signing up.

When it comes to music marketing, for most people, the social experience is more important than the music itself. Always keep this in mind.

But isn't this about the music? Yeah, for you, but you're not most people.

You are not your fans. They like different things than you do.

I know this is depressing for a lot of musicians, but keep in mind that most people at church value playing on the church softball team or eating fried chicken with their friends every Sunday more than entry into Heaven, so you're not the only one dealing with the fact that people want something secondary, instead of the main product you're selling.

The bottom line is, if people are spending money with you, you can keep making music. Focus on those who are there for the "right" reason, but don't neglect those who are just there.

Why Do You Make Music?

Got this email in my box a few days ago...

Like many, this is the first I've heard of your book Six Figure Musician, and to be perfectly honest I'm disappointed.

Do you honestly think -6 figures is  the goal of creating music? Frankly I'm insulted - The title of the book also gives credence to the naysayers who continually ask  "How's  your  band  - have  you made it  yet?"

So anyways that's it;  if you've got any balls you'll stop the presses and come up with a  title  more applicable to musicians than bankers...

Consider this  a favor.

It brings up a good question: What it the goal of creating music?

When I was 15 and really getting into guitar, I made music to be cool and get the attention of girls. More importantly, but without really knowing it at the time, I made music because it gave me a voice.

As I got older, going to college for music, I made it to get pass exams or otherwise get good grades. I've created music to get people dancing, add to the emotion of a film scene, and sell products.

Why you make music is up to you. It's not my job to judge. My job is to help you make money.

And that's why my upcoming book is called Six-Figure Musician.

There is nothing wrong with making money with your music.

It sounds obvious, doesn't it? Belief that there is something wrong with this affects more musicians than you can imagine though. In fact, it's why I got the above email.

If you're not interested in making money with your music, that's ok. Believe me, I get it. While I love marketing music for others, these days, when I play guitar myself, I stick to the music I enjoy, playing songs from old school R&B bands like The Bar-Kays, Isley Brothers, and The Gap Band. I have no desire to be a working musician.

If you're like me in this respect, Six-Figure Musician is not for you. Don't let the business of music contaminate your love of actually playing it. There are other ways to make money.

But if you feel it's ok to make money with your music and you just need a bit of help to figure out exactly how to do that, I think this is a book you're really going to like. I respect the art of music, while giving you the tools you need to make money with it.

As a reader of this blog, I'm going to give you a copy of this book, free of charge. You have nothing to lose, so I hope you'll give it a shot. If you do find it's for you, and you're willing to put in a little effort to do what I say, it will change your life.

Would love to continue the discussion below... Why do you make music?

Your Music on MusicMarketing.com - How to Get Featured

I get a lot of emails from musicians and companies who want to be featured here. My usual response for musicians is to send music for review on Music Business Radio. 

Companies who want to buy advertising here are out of luck. As you can see, this blog has zero outside advertising. Any company you see mentioned is because I like what they do.

Now it's time to break the rules!

Right now, you have an opportunity to get your music (or your music business) featured on MusicMarketing.com. You'll not only be on the blog, in a post just like this one, but also in my new music marketing podcast.

You'll also get a copy of my upcoming book, Six-Figure Musician - How to Sell More Music, Get More People to Your Shows, and Make More Money in the Music Business, before anybody else in the world.

I am currently selling the only copy that exists right now (the proof used to verify color and layout) on Ebay. It's a charity auction and 100% of the money collected goes to St. Jude Children's Research Hospital.

Place you bid now.

To encourage bidding, I am offering a couple of bonus items not available anywhere.

1. If bidding reaches $300, the winner gets an hour-long, private marketing session with me. This is not generally available to the public and could be priceless to you. If you're in Nashville, we can do it in person. If you can't get here, I'll call you anywhere in the world.

I promise you the experience will more than be worth the $300 (or more) you donate to help sick kids.

Also-- if you're in Nashville, why don't you come join me for a taping of Music Business Radio? I won't interview you (probably), but you'll sit right next to the person I do interview (usually some music business bigwig) and you'll get to meet him (or her). If you're feeling brave, we'll slip your music in the "demo review" segment, without mentioning you're in the room, and you'll get to hear what people in the industry really think.

Does that scare the bejeezus out of you? Me too! But we can make it happen, if that's what you want, because I appreciate that you want to help out some kids who really need it.

But even if you don't want to get your music reviewed, you'll meet some cool people. In the last two or three months alone, I've sat down with Emmylou Harris, Bruce Kulick of KISS, Ian Anderson of Jethro Tull, Lisa Marie Presley, and several record producers, A&R guys, and music industy executives.

2. If bidding reaches $500, the winner not only gets a private marketing session with me, you'll also be featured right here, on MusicMarketing.com, for thousands of people to learn about what you're doing. I'll also feature you in my new music marketing podcast, which starts in January.

So place you bid now and help some kids who really need it.

Questions? Contact me via Twitter.

$100,000 Musician Book - December Update

Quick book update for you...

As I mentioned in the last update, the book is no longer called "$100,000" Musician. Six-Figure Musician is the official title.

The proof copy for the print edition arrived today and is pictured to the right. 

Other things you should know:

1. This book has a $100,000 Guarantee.

This book is the real deal. It contains inside information that I have shared with private clients over the years and it will work to help you sell more music, get more people to your shows, and make money in the music business, regardless of the economy, piracy, or whatever other excuses you've heard for why musicians aren't making money right now.

Most musicians have no clue how to market themselves. You may be one of them. If that's the case, this book will fix that for you. And if you don't agree with me that you can go out and make $100,000/year (or more) with the information inside, I'll buy it back from you.

2. You will get more than just "the book" in 2013.

I feel like I've slacked off for the last couple of years. I've been busy with projects like Music Business Radio and other music marketing projects, but haven't done as much as I should have to help indies.

That stops in 2013.

In the upcoming year, I'll be releasing more music marketing information specifically made for independent musicians. I already have another book in the development stage and will be adding reports, interviews, and more. I will be launching a new podcast.

Why? For one, because I live in Nashville, a city that lives and dies by its music. But also because I've been very inspired by some of the smart musicians I've been working with over the last couple of years and want to share the good things, the things that have worked to sell more music and pack venues, with more people.

The world needs music. I want to help you be able to provide that.

3. You will get a free copy.

If you've been reading this blog or are friends with me on Facebook, you probably know this. If you don't, the downloadable version of book is free and there is no catch.

Why? Because I'm serious about spreading these ideas to musicians who need them. The information in this book works and, if you use it, it will work for you. Beyond that though, because I'd never tell you to do something that I wouldn't do myself.

Is it scary? Hell yes, it's scary. I could easily sell thousands of copies of this book with a single email and I've already got two publishers who are interested in releasing it. But not before I do it this way first...

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Make People Uncomfortable

Part of being a musician is pushing the status quo and making some people feel uncomfortable.

I'm not saying you should be an asshole. What I mean by "uncomfortable" is that you take charge of things and start pushing buttons.

Good art, including good music, makes people think. It's not about doing the same thing everybody else is doing, just because it will sell or be accepted.

That means you take chances. You ask, "What if?"

What if a gangsta rapper drove around in a Hello Kitty Smart car?

The answer is that it would make some people very uncomfortable.

But who cares? That's part of your job as a musician.

Right now, a musician named Al Walser is making a lot of people very uncomfortable. That's because he's taken a song called "I Can't Live Without You" and gotten in on the Grammy ballot for the EDM category, alongside top acts in the genres, such as Avicii, Swedish House Mafia, and Skrillex.

NOTE: This is not the "nominations" which every artist and his brother gets on the Internet and begs for... He's taken it a step further and gotten himself on the actual ballot that Recording Academy members will use to vote.

Here's a video of the song...

I hope he wins, for no other reason that he's pushing the boundaries of both music and promotion. He's taking the old system and turning it on its head.

Forget the Grammy Awards for a bit... Other than a nice slap on the back, they're not that important. They're certainly not necessary for an artist to have a successful career in music.

Al Walser is only a example of a bigger question you should be asking yourself...

What if?

This is what makes great music.

Christian Musician Caught at Strip Club

One night in 2005, I was hanging out at a strip club. One of the dancers came up to me and said, "Kid Rock is coming in later."

I didn't stick around long enough to see if Kid Rock actually showed up, but if he did, it was no big deal. 

That's because you expect Kid Rock to show up at a strip club. He shows up to a place like that and we reward him.

It would have been a different story had Chris Tomlin been there.

Christian Musician Caught at Strip Club - That's a scandal.

Have been thinking today about what I said about Tiger Woods and how who we thought he was and who he is are two different things...

You know, had Tiger just been honest with everybody and said, "I like shanky women, usually more than one, and I love getting high on Ambien," I think everything would have been ok for him. Sure, there would be a lot of people who wouldn't have agreed with what he was doing, but we'd at least trust his authenticity.

And it might have actually added to his legendary status in a good way...

They zig, you zag.

All the other golfers are old, white, and married. You're a young black guy who has four or five women on the side, you're addicted to sleeping pills, and you still kick ass.

Somebody would have endorsed that.

Tiger Woods - Sponsored by Viagra

This is why people love Tim Tebow. While other football players are getting into trouble for dog fights, gun crimes, and spousal abuse, Tim Tebow is praying. More importantly, he's being honest about it. He's the guy fans love, even when he loses.

Regardless of what side of the fence you're on, play your game. There is no middle ground. Those who try to please everybody please nobody.

Find your place and go balls out with it.

A $126,000,000 Mistake - Could it Have Been Avoided?

A month ago, General Mills, makers of Cheerios, donated over $1,000,000 to defeat California Proposition 37. Prop 37 was a ballot initiative asking food companies to label their products, which would let consumers know what's in the food they eat.

Shortly afterward, Cheerios released an “app” via Facebook that allowed fans to create a graphic with a word or two about their feelings toward Cheerios. You know, all those great memories we have of eating Cheerios...

But that wasn't what happened...

Images with words like GMOs in a Box, DNA Damage, and Cancerous went up on Cheerios' Facebook wall so fast, the admins of the page couldn't delete them fast enough. That's when the entire promotion was pulled.

Cheerios has been around since 1941. For years, it has been marketed as a healthy breakfast option, with General Mills going so far as to claim, "You can Lower Your Cholesterol 4% in 6 weeks." One of its biggest advertising targets is kids.

What's the point of telling you this?

It takes a long time to build trust and only seconds to kill it. This goes for any business, but also people and organizations. For example, Penn State.

And Tiger Woods. And most recently, Lance Armstrong.

Loss of trust means loss of money. For Tiger Woods, that amount was $26,000,000 in endorsements and a $100,000,000 divorce payout.

So how do you keep trust among your fans, business associates, and sponsors?

Beyond "don't be stupid," here are two rules to follow...

1. Don't lie.

Tell the truth. It sounds obvious, but this kills music careers. And if you get caught doing something stupid, take responsibility. People will forgive mistakes quicker than you'll be able to build trust that is broken.

2. Do what you say you're going to do.

If you make a promise or say you're going to do something, back it up. For example, Tiger Woods keeping his marriage vows...

Again, this is "obvious" information, but how many times have you seen musicians (or others in the business) who don't follow these rules? For example, the band who, in order to get booked, tells a club owner they can bring in a lot of people. Or the club owner who tells a band "you'll get paid" and then leaves them with nothing.

By following these rules, you'll likely miss out on some opportunities, but you'll also develop (and strengthen) and reputation that will pay off in much greater ways.