Music marketing concepts and theories can be helpful, but real-life success stories are the best teachers. Here are two that should inspire you.
Music marketing concepts and theories can be helpful, but real-life success
stories are the best teachers. Here are two that should inspire you.
Tony, an acoustic folk singer/guitarist in New Zealand, shared some of his
best CD sales tips. One of his methods to drum up sales included day-long
appearances at record stores.
"The best deal I got was through a local retail chain that liked the sound of
what I was doing and allowed me to promote through their store on three
different occasions," Tony says. "I spent all day in the store, played my CD
through a stereo system, handed out leaflets, gave a special discount, talked to
people, signed copies -- all in all, I sold about 60 copies -- and these to
people who normally wouldn't have glanced twice at the album cover anywhere
else."
Tony also does a lot of busking (playing live for tips in randomly chosen
locations) at country fairs.
"I always have a table beside me with CDs," he explains. "The trick here is
that I busk acoustically, but take regular breaks during which I play the CD
through a Peavey Solo amp and a Sony Discman, both running on rechargeable
batteries. I'll sell a dozen albums this way, plus earn busking money and
make contact with people who want to hire me or my band.
"As an independent, you've got to do it all yourself -- and there's
absolutely no substitute for personal appearances and live performances,"
Tony adds. "It's all geared to self-promotion, and it just snowballs. If you
sit at home like other really good (much better than me) musicians and say,
'You can't make a living from your music in New Zealand,' then it's true, you
won't. However, playing music is my full-time job now."
Hakan Andersson, a musician from Sweden, has been collaborating for over a
year now with Xavier Money, a singer from New York City. They call their
project Beat Symphony. Haken makes the music, Xavier supplies the vocals.
They write and record music by sending MP3 files back and forth over the
Internet, adding new parts until they're satisfied each song is complete.
Haken sent me an e-mail as he was on his way to the Stockholm Airport to meet
Xavier ... for the first time. Of course, Haken was looking forward to this
inaugural encounter. But he realized he wouldn't be the only one intrigued by
it.
"Since I am not completely stupid, I sent out a press release and, boy, did
it ever hook the media," says Haken. "First, a news channel is covering his
arrival. Swedish Channel 4 is doing a special report on making music across
the Net. The station sent a reporter to me in Sweden AND a guy to New York to
film us in our respective cities. Tomorrow morning we will be on national
Swedish TV's morning news show. And that's just the first day of a hectic
week."
Keep Haken's story in mind as you examine your band, your band members, your
label, your new release, your best song, etc. What individual characteristic
could be used to interest the media in covering you?
Can't think of anything? Look a little harder. It's there. You just have to
look with fresh, creative eyes to find it.
Have a success story you'd like to share? Send a detailed example to
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explaining how you got media coverage or sold more CDs. If
your story is used, you'll get exposure to thousands of indie music people
through Bob's free weekly Buzz Factor newsletter. Sign up for your FREE
subscription at http://www.thebuzzfactor.com
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