Taking a cue from Andy Warhol, web wizard Nathan Shedroff says that in the
near future, everyone will be famous for 15 pages. His comments appear in
"Net Company," a supplement that came with the September 1999 issue of the
cutting-edge business/life magazine "Fast Company."
The article on Shedroff focused on the proliferation of personal web pages as
it applies to freelancers. His advice on how to create a more appealing site
applies to musicians as much as it does to consultants and other
businesspeople.
Shedroff, 34, knows a thing or two about web sites. Way back in 1990, the
Dark Ages of the Internet, he co-founded Vivid Studios, which today puts
together sites and web strategies for Nike, Charles Schwab, Alta Vista and
others.
Here are some nuggets of advice from Shedroff. Note how much they can be
applied to making your band's or record label's web presence a lot stronger:
* Don't start designing a web site until you've completely answered these
questions: Who are you? What kind of life do you want to lead? What kind of
career do you want to design? "The secret to having a compelling [web site]
is to know thyself," Shedroff says. "Otherwise, you're promoting someone
else's brand with your name on it."
* Make your web site a direct reflection of who you are as a person (or as
people). Yes, this goes hand in hand with the last point: You are what you
play, and what you play mirrors who you are. That's why it's so important to
write and record music that is honest and is a natural extension of your core
values and beliefs. Make sure your web site reveals that core.
* Start a conversation and make your site an interactive playground. Pose
questions, ask for opinions, post quizzes and more. "The whole point is to
generate conversations with other people," Shedroff says. He suggests you ask
yourself: Will this site make people think, want to talk to me or want to
refer the site to someone else?
* Be authentic. Shedroff compares the content of a porn star actress to that
of pop star Michael Bolton. Who does a better job of being authentic? You
guessed it, the porn star. "If you're reserved and worry about revealing the
real you, then you'll create a site that isn't complete or representative,"
he says.
* Your web site should evolve in the same way that you do. Not only does
updating it more accurately reflect real life, it also gives your fans a good
reason to return.
More quick tips:
* Explore other band and label sites on the web. Make a note of what appeals
to you.
* Have one e-mail address for band correspondence, and make sure someone
(with personality) checks it and responds every day. You may want to have a
separate e-mail address for personal use.
* Get feedback on your site from friends and fans.
* Go easy on the graphics so your site is user-friendly.
* Keep it simple, keep it real.
* Make it easy to change and update.
* Make sure it's easy to navigate through and that ordering information is
clear.
* Most importantly, have fun!
"What better way to describe yourself repeatedly, concisely and completely?"
Shedroff says. "For a professional who's worried about [creating a solid
identity], a personal web site is probably the best tool ever created."
(Check out the full text of this article on the www.fastcompany.com web site,
specifically at http://www.fastcompany.com/nc/001/032.html. See Nathan
Shedroff's personal web site at http://www.nathan.com)
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