What are we talking about ?. Why do we talk about that today ?. Why are we talking about Distribution when everybody thinks that Distribution means selling so what?
Let’s remind us what is the meaning of the verb “to sell” according to an online dictionary
- To sell means : Give or hand over (something) in exchange for money
- To Distribute: The action of sharing some thing out among a number of recipients the way in which something is share out among a group or spread over an area.
What those definitions have to do with you and your music?
When you have sold your music that means someone has given you money for it. When you distribute your music you make it available so your fans or people can buy it.
Distribute music is to make the music available to the fans but that does not means you will do a sell. It is not because you have put your music in itunes or amazon that will guaranty a sell. “Your Music” and “You” must have something people need and want to buy.
So we can say that Distribution means also to “share music” with other but today “sharing music” in the mind of people is have it for free.
Promote to sell: When you promote your music you make people know about it so if you promote to distribute (sell) and you do not make sell that is not a good way to make revenue in the music business. Let’s have a look of what is done in the music market today:
For example Jay z last business partnership with Samsung for his new album Magna Carta Holy Grail. Jay Z has sold his albums for the value of $5 millions to Samsung and Samsung will distribute for free to his fans the album on the format of an app which they will download it on Samsung devices (mobile phone).
Jay Z has promoted his music to sell not To Distribute.How ?
Jay z dealwith Samsung has been broadcasted via youtube, on television, within social media, and online platform (blog, online magazine etc..) to attract the attention of the fans on him (the artist), his Music (album) and Samsung (distributor).
The strategy is to make his fans buy his music via Samsung (distributor) but he created the buzz because that kind of deal has never been done before by any artist. The buzz create the sell.
The fans may have his music for free via an app but they will come to his tour and pay for a ticket later. When the fans download the music for free that does not mean that Samsung get nothing. The fans are not going to pay for the app itself but for the connection of their mobile via the app (Mobile or cell device charge you each time you use an App without you know about it) and their get Content (details of future consumers).
Samsung did not invest for free return on investment.!! Now !! What about you Unsigned artist !! if you are not an artist established like Jay z how can you make money and do such deal on a low level and what you have. First, your artist name (Brand) must be known (your artist reputation must be established or existed) offline and online. You make noise to attract the attention of other brands. Money attracts Money. Brand Attracts Brand
Another Example : Miss Alicia Keys .
Major label promote their artist’s music before they distribute it (sell it). When they release it is to sell it but before a buzz must be made to create the sell. The marketing and promotion they use is more to talk about the music, song and artist.
They create the buzz (an interest) about the music, the artist, the live performance via various tools. (online, offline) Distribution is not to make someone buy your music. Itunes, amazon are just online retailer platform where you put your music so people can buy it. Without a Buzz before how can you give someone envy to buy your music.
To sell music you must have something in “You” and “Your Music” that create a center of attention of your fans and future fans. Some people say some artist do Magic oh oh !!
Let’s take an example of Alicia Keys Last Album: Girls on Fire. Alicia Keys’s music label has talked about her music and lyrics before release it then make the single available to people to buy it. Alicia Keys Marketing Strategy has used the strategy to Promote to sell. The strategy of the Music buzz . The fans buys Alicia Keys’s music because they like her as an artist (voice, songs, image, personality, her music and lyrics) and live performance.
Do not Distribute Music to Share (for free) oh oh !!
Most of people in general think that Distribution is to have your music in a retail shop or music digital distributor such as Itunes, Amazon and more but the word Distribution as we say above means to make your music available to your listeners so distribution is also to share music to your fans but when you say to someone your music is in itunes that means you sell your music.
if you just distribute your music and tell people about that, that does not guaranty you they going to buy it (Who are you? did they need you? did they want you?) . If you just make them listen to the music only you have to be lucky to generate sell . Your fans or futur fans can forget you and your music fast but if you crab their attention first they will not forget about you and your music.
Make the buzz (Make people talk about you online and offline) with your music video, the music and the words of your lyrics, you must make noise,. Create the curiosity and make people react. Example of Justin Bieber. Create something around you (the product)
Visit this http://www.whatdidjustinsay.com/
this is an example of way to attract the attention of the fans.
If you want to make people love “You” the artist and love “Your Music” then buy “You” And “Your music” You must distribute (make available)
- Your Artist Identity (Brand (Image, personality, values).
- The Music (Lyrics, sound)
Then you tell People to buy “You”. (The Product)
Groov’Music Marketing Advises:
If You are not an artist such as Jay z, or Beyonce, Lady Gaga, TI with all the marketing and promotion machine and network working for you:
- You can use tools such as a music video to attract the attention of the viewers on “You” and “Your music”
- Advertise you (make people be curious to know what you do and who you are. (Advertisement lead to sell in 90%.)
- Create the buzz use Creative ideas
- Then once you find the ideas distribute (make available) to people, so people know about you and your music
- People must need your music not only want it. Your music has to be something they can stay without or are important for them as to buy bread.
- You must make people be part of something that they think if they are not part of it they miss something make them need you like bread
Promote (Create the Buzz) First then Distribute (Sell)
© July 2013Michelle Galas
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