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Music Marketing
Lesson From an 8-Year-Old Girl
by Bob
Baker
©2008
One
morning not long ago, when my daughter was 8, I was
driving her to school when she asked me to cue up a very
familiar song on the CD player. If you have kids, you
know that children often love repeated exposure to stuff
they like. They'll contently watch a favorite movie over
and over again, driving the adults in the house batty
from the repetition.
Well,
one of her favorite songs is "Accidentally in Love" by
Counting Crows. I like to think she enjoys it so much
because I recently played it at a show she attended. But
the truth more likely has something to do with the
Shrek 2 soundtrack.
Anyway, that morning we were on our second spin
of "So she said, 'What's the problem, baby' ..." when I
finally asked her, "Why do you like this song so
much?"
Her
answer: "I don't know. It just puts me in a good
mood." |
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Outrageous Music Marketing Idea #1
Turn Yourself Into a Happy
Meal
I
definitely advocate that indie musicians *not* try to
emulate the same tactics as the major labels. However,
there are times when you can take one of their ideas (or
an idea from a related entertainment industry) and give
it a small-scale spin.
You
know how the major film studios promote their new
animated features by tying into fast food chain kid
meals, such as the McDonald's Happy Meal. Most likely,
you won't be able to land a nationwide Happy Meal deal.
But you might be able to do something cool with a local
deli or restaurant.
I know
a couple of radio disc jockeys in my town who have
sandwiches or special meals named after them at certain
eateries. Why couldn't you do that? Especially if you
perform regularly at a particular coffee shop, bar or
restaurant.
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The Light Bulb Goes
Off
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Have a
Great Music Marketing Resource or
Service to
Offer
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Reach thousands of Independent
Artists monthly
for a song
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Wow. That might sound like a simplistic
answer, but when you think about it, isn't that at
the core of enjoyng any type of music, at any
stage of life? You enjoy your favorite music
because it makes you feel good.
The key words there are *feel* and *good*.
Generally speaking, music makes the person
enjoying it feel good -- or better about
themselves than they might have before hearing
it.
There are exceptions: Sometimes people
listen to particular types of music when they are
sad or angry or not feeling "good." In these
instances, people use music to match their mood --
to cradle and support them in whatever state they
happen to be in. But, regardless of the mood,
people always use music to "feel," whether it's
good or otherwise.
But I contend that most of the time people
turn to music to feel better about themselves --
to, as my daughter says, put themselves in a good
mood.. |
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Feeling Great About Feeling
Good
Music fans might say they love an act
because of the vocalist's skills or the guitar
player's chops or the groove laid down by the bass
player. But those things are just the means that
lead to the ultimate fan payoff: feeling
good.
So ... How does your music make your fans
feel? In what way do you elevate their mood to
"good" -- or, better yet, great? The answers to
those questions can be different for every artist.
But asking them and pondering the answers will
help you understand the true relationship you have
with your fans.
Bottom line: Putting more people in a "good
mood" will help your music career more than just
about any marketing tactic you could ever
conceive. |
The Indie
Bible
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contacts,
P/R, & Review sitesfor
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DIY Indie-Artist
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about the author >>
Bob Baker is
the author of "Guerrilla Music Marketing
Handbook,"
"Unleash the Artist Within" and "Branding
Yourself Online." He also publishes The Buzz Factor, a
web site and e-zine that deliver marketing tips,
self-promotion ideas and other empowering messages to
music people of all kinds. Get your FREE subscription to
Bob's e-zine and a look at his great resources for
advancing your music career
here.
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