Beverly Knight via voice online mentioned that “black artists also need to be more aware of the importance of marketing, and not think that having talent is all, there is to the business.’’http://archive.voice-online.co.uk/content.php?show=20189
” Good point Beverly but Let’s put the race issue (Black People) on the side and focus on the word ” Marketing”. What it is really Music Marketing ??
Some Artist does not understand effectively what does really mean ” Music Marketing”. When you ask them the question most of them reply ” is to get out there, have a music video on youtube, and do live performance, be on the newspaper, on TV, on radio’’. They mix ” Marketing” and ” Promotion”. In the Word ” Marketing” there is the word ” Market”.
A Market is where you can find goods, products to buy, those goods and products are purchased by people. People choose what they buy. For you ‘’ Artist ‘’ your market will be People who will buy your Music or tickets to see you in live performance and you will call them ‘’ Fans’’. If you are labelled as a ‘’ Star’’ that means that you have a huge fanbase (near all the world) who spend their money to buy your music, go to your live performance and in one word you have a strong and deep ‘’ Market share ‘’. (a presence in the Music Industry world).
All Artist dream, is to sing for the all World, sell millions of Digital music and concerts ticket but not everyone can be ” Rihanna or Britney Spears” you have to be lucky to have a record deal which has a marketing department very creative and commercial driven, so not a lot of artist will succeed to make an impact enough and have an important share. So stay humble when you start, first define those who will buy your music (your Future fans ) define your Target market.
When you know for who you want to sing, you will know what music to do, what song to write, what image to have, how to get dressed, how to talk, ect.. you will be able to build your Artist Profile (identity, concept). For example Mona Scott president of Violator Management talks about how 50 Cent has marketed his music knowing his target market (urban music).
Then when you have completed all your research (s) and find your concept now you can think about ” Promotion” (Tools you are going to use to make people know your music and you as ‘’Artist’’) such as website, facebook, twitter, live performance and more… You can create your own tool of promotion and be creative.
The band “ The lights out” has simply use their CD cover creative design to increase the traffic on their website. They find the concept of dating and put the CD cover in a dating website http://blog.tunecore.com/2011/06/increasing-fan-engagement-through-online-dating.html.
Choose your Promotion goal (s):
- Live Performance
- Online (Social Media)
- Your Personality, (PR, magazine print, online)
- Image and artist concept (what you look like, fashion concept).
Then Focus on 2 of them to start and make a plan. (How are you going to proceed and when??)
Do not expect that you will make money straight away with your promotion (except if you have find a very incredible idea that make the world blow away), it can take long, you will have to hard work and may be will need some friends to help you. You must also be consistent in your promotion if you want that your promotion has an impact on people.
If you have a story or a friend who has promoted their music in a very unique way. email me or comments on this post.. Groov’With Me.