The music industry is SUFFERING because consumers don’t need more ways to connect with artists and purchase products, they need more reasons. Creating reasons consumers want to buy is what music marketing is all about.
Why does the music industry keep creating new WAYS for fans to purchase music/merch/tickets, etc.?
You’ve heard of “Murphy’s Law”? Well, Murphy completely underestimated the problem here.
A new startup called Bkstg just raised $20 million to create a new social network geared towards artists and music sales. Of course, fans and artists alike will have to adopt the new app, new platform, care about the artist and artist’s product, and there’s your proverbial trouble.
If a cool, easy to use distribution platform was all that was needed to sell more music, indie artists and major label artists alike would be in high cotton selling like crazy on iTunes, YouTube, Twitter, Instagram, Bandzoogle, Reverbnation, CD Baby, blah, blah, blah. The trouble is when you put your music on any digital distribution platform nobody cares unless you make them aware that you are there and then make them care about YOU.
Consumers need a reason.
A good reason makes the purchase worth it.
Your music has to be worth it to the consumer not just you, so if you’re thinking “my music is amazing and that’s why they will buy” you are seriously delusional.
Your delusions, in my point here, have nothing to do with your music (although that is often part of the problem…but I digress as that issue is not germane to this article).
If we all understand the difference between music distribution (which is where consumers go to purchase) and music marketing (which is why consumers will purchase) then it should be obvious to y’all that a new distribution method is a waste of time.
There are many BIG investors behind this new Bkstg platform that frankly, seems to be reinventing the wheel.
This is where I see opportunity for all you indie artists.
Ask yourself, “What reasons do consumers have to purchase my music?”
What are your gifts?
Can you sing?
Can you play?
Can you write?
Can you rap?
Can you dance?
Are you a big personality?
Share these gifts with the world on social media.
Let them get to know YOU.
In plain English, any and all distributors (of the consumer’s preference) will be utilized to purchase music from an artist people are genuinely interested in.
The biggest reasons consumers will purchase anything from an indie artist these days is a relationship with the artist. Period.
If you’re not thinking about this then you are an idiot.
This is what new music marketing is all about, people.
Jason Aldean had lots of promotion, lots of radio spins, and barely sold 1 million units. This number along with almost all the other record sales scares the crap out of industry executives.
Aldean had the #1 selling country music record of 2014.
Taylor Swift had lots of promotion, lots of radio spins (albeit NO SPINS on country radio where all her previous releases were promoted) and a relationship with her fans via social media.
Taylor sold 7 million units.
Her fan’s reasons for purchasing the whole record vs a single were founded in the relationship they felt they had with Taylor.
So what are you doing with your music marketing?
What are you doing to create reasons for people to buy your music?
To expose people to your music?
Why do so many of you wait until you finish recording before you begin thinking about creating the relationships with your fans online?
This tactic suggests that the music will do the talking. The trouble is if consumers are not aware of you, if they are aware of you but are unfamiliar with you, or don’t like you, they won’t give the music a chance.
Get them interested in your talent, in you as an artist, and they will be curious to hear your music when you release it.
THEN the music will do the talking because the consumer will be open to receiving the communication you want to send. (At that point your music and recordings better be good!)
Overlooking and under-funding the music marketing for your project is akin to choosing not to put oil in your car because you don’t have “the budget”.
You wouldn’t be shocked when your engine freezes up without oil, why would you expect the world to purchase a product they aren’t aware of or familiar with?
Look, you’re not sure you know what you’re doing, I get it.
Get over it. FAST.
You must learn.
All this activity creating relationships with fans, getting them connected with her as an artist and her talent was consistently happening while we were still developing the project artistically.
As of now, we have created a decent fan base that now know her, are familiar with her (they regularly watch her YouTube videos), they interact with her on social media, and they adore her.
8 fan created Instagram accounts have been started so far.
Her EP is loosely scheduled for release mid-September.
Listen, YOU’RE the reason get it?
Don’t make the mistake of thinking the music is the reason.
In today’s indie online market, you come before the music.
The more “reasons” you can give, aka the more of yourself that you put out there, the more fans you will get, the more music, merch, and tix you will sell.
Get to work now on creating more reasons.
Focus inventively on why a consumer will buy your music, not where, and you’ll be one step ahead of the whole damn industry.
PS: If you haven’t already downloaded my free Music Marketing On Twitter book, please enjoy it on me. Go to GiftFromJohnny.com put in your name and tell us where to send it. It’ll teach you how to get 1,000 new targeted followers every month for just 15 minutes per day.
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