Author: Tim Sweeney
Published: December 31, 1969
Tool: [ email ]
I was amazed at the hundreds of artists who seem to
aimlessly wander around looking for someone to tell
them what to do. While there is no fault in looking for
the advice of others, it is important for you to have
your own sense of direction and goals.
Simply ask yourself, "What is my final goal for my
music and career? A record deal? Greater sales?
National exposure?" Regardless of the answer, it is
important for you to understand that you must have a
goal to strive for.
Even if it changes or multiplies as you begin and
continue on the journey towards it. Understand that it
is that journey, and your drive and determination
toward that (or those) goal/s, that will create new
opportunities that will, in turn, create even greater
results for your music.
Now, to eliminate your staring for hours at a blank
piece of paper and saying, "This is too hard," allow
me to 'jump-start' you...
The key to a good strategic marketing plan is to
identify everything in front of you. This is the basic
problem for most artists. For example, when I asked
various artists at EAT'M what they hoped to
accomplish, they replied, "I want a record deal," or
"To sell more CDs," or, "To play at bigger clubs, to
more people."
Now, here are the questions:
1. How are you going to get a get a record deal at a
music convention by simply playing or giving
someone a CD?
2. How are you going to sell more CDs when
everyone here is in a band?
3. How are you going to play at a bigger club when
you can't fill the current one you are playing at?
To succeed in this business you have to understand
that all of those things I just mentioned are possible
and have simple answers, but you have to "build"
towards them.
Instead of looking for a record deal at a convention,
or for more sales or greater shows right away, these
artists had to be taught that, in order to accomplish
these goals, they needed to start with the basics of
networking, and a belief in anti-competition (by the
way, this works in your everyday music career as
well!).
What does that mean? Well, let's begin to "build"
our story of success, first, taking the goals of the
artists at the convention.
1. How do you get better shows?
- Simple. Understand that you need more people to
come to your future ones so you can "out-grow" the
place you are playing right now.
2. How do you do that?
- Network with other artists. Combine your
audiences. Do joint emailing, sample tapes, etc.
- Be aggressive in finding new fans. Don't just mail
to your mailing list. Hit the streets around the clubs
to give out tapes and meet new people as if you are
running for political office. Don't just hand out flyers.
Give people something they can listen to!
- As you get more people to your shows, especially
those you have talked with and/or who have heard a
copy your music, people will buy more CDs at your
shows.
- Be aggressive at your shows. Get everyone on the
mailing list AT THE DOOR of the club, NOT during,
or after, the show.
- Jump off the front of the stage and walk up to people
and introduce yourself. Ask them if they have your
CD. If they don't, tell them it's only $10.
- Understand, for most independent artists, 75%+ of
all of their sales come from live shows and the
promotion surrounding it. Hence, the "word of mouth."
- Once you can start playing bigger venues and selling
more CDs, guess what? The record companies
become interested. Find out what else they want to
see from you if your goal is to get signed.
- Stop and understand that each goal is reachable, but
you must create a plan to reach it. Now, if you're still a
little lost, think about a few of these simple goals to
accomplish first this month.
- Get your own web site with your own domain name
(if possible).
- Please don't put it on those "free sites or services."
Look and be professional.
- Finish your CD. Don't play shows until you have
something to sell.
- Research and learn which radio stations, record
stores, press and venues are best for you, and who
are the "right" people to contact at each.
- Set up your record company so you get tax breaks
and get a check back from Clinton of some of the
money you have been spending.
- Go to other band's shows to meet them and talk
about working together.
- Without a plan, even a short monthly one of the basic
things you should do this month, and minor goals you
are trying to reach first, it is impossible for you to
know not only if you are making any progress in
reaching them, but you won't even know when you
have accomplished it.
Editor's Note:
Tim Sweeney is author of "The Guide
to Succeeding at Music Conventions," as well as the
best-selling author of "The Guide to Releasing
Independent Records." Contact him directly at
909-303-9506, as well as paying a visit to his web site
at www.tsamusic.com.
