Great read for any new independant artist. Great tips on DIY promotion. by Allen Maddox @allen_maddox
Really shows how social media can increase digital and physical music sales. By Allen Maddox @allen_maddox
Great article, easy way to establish your band’s brand and make your artist SEO. By Allen Maddox @Allen_maddox
A neat infographic that shows how the music industry has changed over the past few years and the role that mobile devices have played.
Great infographic. Nice to see mobile has lead to an increase in music sales after the napster incident. Allen Maddox @allen_maddox
How Social Media allows your fans a private backstage experience.
By Allen Maddox
This was a HUGE event for me personally as I currently manage a local female fronted hard rock band, Scarlet Canary. Halestorm’s lead singer Lzzy Hale became the first woman to ever win a grammy in the hard rock/metal category!
This was a big step for the music industry not only because of the fact Lzzy won this amazing award but because I almost felt as if I was right there with her. Through the band’s social media they did an excellent job walking us through the big moment, from the car ride with their parents to the event all the way to the end when they were holding the award.
You can view Halestorm’s twitter here. That is a link to Lzzy’s twitter and if you scroll through the posts you’ll find all sorts of interesting pictures and posts, but not your typical ‘we’re at the venue waiting for fans’ post. Instead you’ll find an almost intimate picture of her and her brother riding to the grammy’s with their mother.
You’ll find posts about how she felt, how the band felt, and all of the interesting never really seen before events that go into a grammy production. For example they posted a picture of the elegant formal Grammy invitations that the band received as an aspiring artist myself in my free time I was really able to connect with that. This band allowed me and a million other fans to share in their triumph.
Utilizing social media such as instagram, twitter, and pinterest is an excellent way to market the live event. It allows fans to connect with artists in a more intimate fashion that allows your artist to be seen as a person and not just a celebrity that is ‘untouchable.’
This humanizing aspect of social media for behind the scenes promotion is also an excellent way to generate hype for a show and to reduce any consumer dissonance they may feel after the fact. If a fan has a great time at a show using the social media to show them those same moments from the other night from the artists perspective allows them to believe that the artist had as much fun as they did and are people that would be worth seeing again. Halestorm has a line that goes like this:
“At the rock show
I’m looking at the front row
Heart and soul, we both know
It’s where we gotta be
Yeah at the rock show”
This is what you’re marketing when you promote a live show.
Not the artist.
Not the venue.
But the experience for the fans.
Halestorm got it right using social media to build an intimate Grammy experience that fans were able to take part in. Excellent work and congratulations to them on their award! Read the full grammy review here by loudwire.com.
Creative music marketing youtube campaign.
How the market is changing:
In today’s music market technology has reduced the gap required for musicians to have a professional appearance on the market. New recording technology allows bands to produce radio quality music faster and higher quality for almost nothing compared to what artists and labels paid for recordings in the 1970’s.
On top of that with the introduction of social media as the primary advertising channel for musicians it has meant that anyone with a guitar can post the results and spread it across the internet. Marketing is now the solution to ‘standing out’ in the industry particularly through creativity.
Suggested E-Reading: http://digitalcowboys.com/category/music-marketing/
The Live Event:
We Came as Romans was recently added to the 2013 Vans Warped Tour one of the largest live music events in America. The event itself has a full production advertising team but with 50+ bands on the tour all in the up and coming stages the way that individual booking managers promote their bands, brands, and music becomes essential in order for them to stand out amongst their competitors.
The above video is the start of We Came as Romans online video marketing where in the video they ‘get ready for Warped’ by training in a style similar to an old Rocky movie.
Their Media Campaign:
The idea was creative and has generated over 30,000 views. This is a huge lead over many of the other bands on the 2013 Warped Tour lineup. Using comedy in a creative way to portray the band as ready for the tour and capable of putting on a show might just be what it means for their stage to outdraw many of the other bands on the tour. With 50+ bands there will be multiple stages playing at once and from a management standpoint it is important to use creative advertising such as this to ensure that the crowd is in front of your acts stage.
Many bands simply put facebook posts out begging people to come to their show and ‘support the scene.’ This is still seen by many consumers as intrusive marketing and is often ignored. At the very least your act won’t stand out in an industry as oversaturated as this. We Came as Romans did an excellent job in the launch of this video campaign by using comedy to connect with their fans and hopefully raise their ranking in consumer’s evoked set before the tour actually begins.
Social Media Follow up
If you have been following my twitter I posted an article from musicthinktank.com that listed 6 other creative music marketing techniques bands have used to stand out in a live event market like Warped Tour. One of my favorite examples was from the band Arcade Fire that used Google Street view in their music video campaign.
The campaign asked users to enter their home zip code and then the music video would play the band running their performance in an HTML 5 constructed copy of parts of various neighborhoods from the zip code entered by the user. It helped the band launch an otherwise stagnant career.