This is part THREE of a series on basic basics of online promotion
Part 1 is here:
http://kurbpromotion.wordpress.com/2008/06/17/in-digital-we-trust-getting-your-head-around-the-internet-digital-music-marketing-and-online-promotion/
And part 2 is here
http://kurbpromotion.wordpress.com/2008/06/17/are-you-ready-getting-your-head-around-the-internet-digital-music-marketing-and-online-promotion-part-2/
Just don’t forget my main blog has now shifted to http://musicmarketingblog.info
And that the http://newmusicmarketing.com artist community is launching soon!
Okay Are you ready to start your online promotion campaign?
You’ve got your
- mp3’s of your songs
- jpg of you looking like a musician
- .mov, .mp4 or .avi – a video of you come on, at least saying hi and introducing yourself
But I think there’s something missing here Matt! Why yes Matt I think you’re right.
THIS little band doesn’t have a Bio.
In fact it doesn’t have ANY copy at all!
(“copy” is a marketing type word for um uh words.)
This is why you have a pic of you. A video, and a song of course and you need words.
Because people don’t want to know about something that they don’t know about. Pretty simple. If it’s just some site with some weird pic and a bio that’s says “don’t know what to put here but we rock” it’s hardly going to be getting anyone drawn into the mystery and the majesty of the journey into meaning that is your music.
You need copy. You see there was a reason I left copy until part 3.
Because words are well the most important thing on the internet. They always have been and they still are. Because internet, as you probably know, is computers talking to one another through the phone. But this is the thing. Computers read. They can’t see.
Computers cant see how handsome I am in my pictures but they can read every time someone says “Matt Turner is a handsome man” on the internet.
Because all they know are words. And when your computer talks to everyone elses computer and says look at this picture, all the people on the other computers see the picture, but the computer only sees words that tell it to show the picture! It’s true!
And so when you ask your computer to find you the coolest picture, it looks for the words that tell it where the coolest picture is. And when you ask your computer who is the coolest online music promoter in New Zealand it will tell you that Mr. Matt is the most special because he writes
digital music marketing online
Online digital music marketing
online management marketing promotion
Artist promotion marketing and management
digital online promotion music marketing
on the computer all bloody day long so it must be him.
That’s the way computers think! And I don’t know if you’ve heard of a little website called www.google.com but as it turns out most people care what computers think.
So yeah. Kinda the whole not so much “who’s going to direct our video” but “who’s going to write our blog” is the biggest question.
As in, everyday. Yes! Everyday! I’m not joking!
But lets not get to ahead of ourselves. Your bio. There is a lot of information out there about writing bio’s so I’ll just make the one point that needs to be made.
Look, I don’t know who you are, I probably don’t care but I might want to know what you sound like, and I don’t mean half the silliest words in the dictionary, I mean like who. Everyone remembers The Who, even computers, you type in The Who into your computer, it’s gonna come up with The proper Who. No one knows who your band is. But maybe if you just put that you sound a bit like The Who, one day, somebody’s going to put “bands that sound a bit like The Who” into their computer and you’re going to have a fan.
Break out the Balloons!
Okay before we wrap part 3 which actually turned out to be basically a little mini post about words lets have a plug for kurb.
Obviously making words is not something I would pay someone else to do, because I’m good at it and I can do a good job myself. So usually with my priority clients I do the same thing I would with my own words – I just have a little peak every month or two and just think to myself how that sounds.
How it could sound better.
And also y’know if I REALLY wanted to get them on the email list or at least download one thing so there’s a chance they might remember me again the moment the click off the page I might think . . . hmmm what would be a really sweet way of getting them to put their email in the box or download the song???
Now that we’ve covered words which got it’s own post because I’m good at words, now we have to talk about the NEXT part in our “getting your head around digital promotion” series - about your website, myspace, and all the other profiles and presence you have to ccreate if you want to do this properly.
Showing posts with label artist management. Show all posts
Showing posts with label artist management. Show all posts
Thursday, June 19, 2008
Tuesday, June 17, 2008
Are you ready? Getting your head around the internet, digital music marketing and online promotion part 2
This is part TWO of a series on basic basics of online promotion
Part 1 is here:
because we’re gearing up for two big events:
The launch of kurbs new music marketing community @ http://newmusicmarketing.com/
And my very first presentation working with http://www.depotartspace.co.nz/ in devonport.
Jason there is going to be organising a seminar for local musicians covering
- album launch
- tour promotion
- digital strategies (thats me!)
So if you’re in Auckland in late July this should be an awesome opportunity to sponge up vital industry knowledge and hopefully I will get a biscuit.
Don’t forget we’re shifting to http://musicmarketingblog.info/ any day now!!!
Now last blog I talked about facing the reality of digital music promotion.
It is confusing and complex and it is the future. It is also a lot of work.
To me it’s honestly a lot less work because I don’t have to leave the house. You may have not have played as many demoralising gigs in your life to less than 12 people as I have though.
The http://newmusicmarketing.com forum that we’re launching soon is designed so that you can be informed and instructed on the most effective techniques in online promotion and internet marketing. You can begin your campaign by carrying out the tasks yourself at minimum cost and you can decide where you want to take your campaign on your own watch.
It’s hard to start working with an artist and tell them theyre 6 months away from seeing a cent online and you'll drop a grand in my pocket before you get there. But that’s reality, it’s better to get the artist or their manager or their mum or little sister in the forum, learning the basic and most importantly carrying out the tasks, carrying out the maintenance, getting on track.
Playing that gig might work. Sending in that demo, getting that interview, going for that grant, entering that competition – it might work! Might.
But building your website is the most solid promotion strategy you can engage in! The amount of people engaging online is not going to stop growing and the laws of almighty Google are not going to alter fundamentally. If they buy your actual real CD this week . . . theyre not going to want to buy it again next week and definately not on the other side of the world in Sweden, where they love that kind of thing that you do.
You have got to start thinking like it already 2010 and your website is your sovereign media territory where you control the environment. It is your channel and it is your community it is your retail outlet . . . it pays you money.
Myspace and Wordpress and Facebook have built these platforms so that they can generate massive profits from the attention artists and users are creating. People like me and you!
I read it the other day. Myspace has made $11-12 out of each person who has used it. Google has made an average of $66 out of each person who has used their service.
Now you listen to me, sunshine!
This is not about saying “using your myspace as your website is unprofessional” - this is the next level!
It’s about digital ownership of value created through access and attention. Now do you want to give all your money to myspace or do you want to start trying to figure how it is that myspace made $11 out of you when you never even paid for anything . . . and how you could learn to do something like that on your website?
But you gotta build a boat before you can sail it.
It’s like I’m going to tell you how to build your boat and I’ll have some guys around to help out, and after a few months we’ll see how you’re going to see if you’re ready to sail. And then when you’re sailing fine we’ll fit it out with a motor.
I’m not just going to hand you the motor, point at the sea and say, “go promote your content.”
Okay now lets take the elevator to the basement. Lets go back to the start.
Your first tasks are pretty basic. They don’t involve me.
If you’re not particularly skilled in music then you should be at least pretty young an eager, or exceptionally physically attractive or have some other comedic or theatric appeal. Or as we’ve seen more recently with The Gorillaz and Crazy Frog, maybe you’re just really good at cartoons or CGI.
Then you need to create digital content, because I cant help you at all until you do. You need to record your music so it can be converted to mp3, but not only that, almost equally important now, is that you must have an associated image, preferably a photo of you that can be converted into a .jpg, and you should be able to record 60 seconds of video for youtube at least introducing yourself to people who want to meet you.
I’m struggling with this too people, but we’ve got to understand we are living in the 21st century and talking to the camera is not something that you should be making a big deal about. You maybe choose your favourite top, do a quick check in the mirror, you make sure the light is half decent, you push record, you be yourself. It’s not that hard.
Okay we’re ready to start your online promotion campaign!!!!
Tune in next time where we talk about starting an actual promotion campaign on the internet to make more people know about a musician and for the musician to start making money from it!!!!!
In digital we trust: Getting your head around the internet, digital music marketing and online promotion
This is part one of a series on basic basics gearing up for two big events:
The launch of kurbs new music marketing community @ http://newmusicmarketing.com
And my very first presentation working with http://www.depotartspace.co.nz/ in devonport.
Jason there is going to be organising a seminar for local musicians covering
- album launch
- tour promotion
- digital strategies (thats me!)
So if you're in Auckland in late July this should be an awesome opportunity to sponge up vital industry knowledge and hopefully I will get a biscuit.
I am not planning on showing you how to set up a myspace account. I'm not going to be talking about what you would do if you already had as much money behind you as people who have already made it do. To me, a digital strategy is a strategy to go to part time hours in your day job or get off the benefit within 12 months.
Glamourous huh? OK lets go!
Don't forget we're shifting to http://musicmarketingblog.info any day now!!!
*
Remember, marketing is all about delivering products and services that are solutions to peoples problems.
Now that my blog has become a half decent platform, I can start using it to draw in certain targets through the content I provide. Those targets of course being the ones who have the most to gain from the value I provide. I mean it’s nice to have a community. It’s nicer to have a community that gives you money for fixing their problems.
And needing an effective digital music promotions strategy in place that they can afford in the months before it provides even a hint of income is a massive problem for many artists.
If you end up signing up for the new http://newmusicmarketing.com forum when it launches soon - I’ll be able to reveal many effective techniques that I wouldn’t otherwise share because its too valuable and it takes so long to explain why and how it works!
In the new Kurb private music marketing forum, I won’t just be explaining the idea behind things that work, I’ll actually just give out step by step instructions to follow, so you can just get it done with minimum hassle and brain numbing internet marketing talk.
Just late last week I sent out a task for my clients while theyre waiting around on the new forum – I carried out the rather lengthy task too and have been really happy with the result. Sure it was several hours of long and boring work. But romance aside, I had a lot more fun that night than some of the worst gigs I’ve ever played.
When it comes to the deepest levels of what I do, once all the long boring internet marketing stuff is done – it really does just come down to engaging the fan. And this is how we do it. By providing access to content that draws the prospect into the value, that makes them want more value.
So a lot of the stuff I’m going to be writing here for awhile is going to be directed towards those for whom the new http://newmusicmarketing.com music promotion community will be of most value – those who know enough about needing to promote online but are totally confused by it - because these concepts ARE complex.
The digital revolution is turning everything on it’s head and it’s a whole new world online. I’ve been learning this stuff for years, it’s no wonder artists are so confused!
The http://newmusicmarketing.com community recognises yes, it is work carrying out online promotion tasks but the craziest thing about web promotion is getting your head around how it works and knowing what to do, where to start, where to focus.
It’s a bit like music itself. You don’t have to know how to read and write music to make great music. You don’t have to have me explain everything about internet marketing for it to work for it. Obviously you would get a lot of benefit out of it, but it is a time vs. benefit equation, and you’ve got more hit songs, blogs and video updates to do, haven’t you?
See, I don’t think musicians want to be worrying about online promotion, they just want to get it done. Artists have enough on their plate writing great music, making meaningful artistic statements that resonate, looking cool, being cool, and interacting with their fans in a meaningful way
Do you think when you’ve made it, you’re going to be interested in building SEO backlinking strategies, administering mailing lists, optimizing ad revenue, keeping two dozen odd social and distribution avenues updated and all the rest.
Hosting on a dedicated server? Domain names? Podcasts? Blog administration – back ups and spam protection . . .
You don’t even want to have to think about it. That’s why we’re here. When you’ve made it, you’re going to pay me well and it won’t even be discussed until there’s a problem.
But until then - you don’t have to worry about how and why it works. Absorb what you can and carry out my instructions and you will have an internet campaign happening that you can afford. And when you've seen the results and you're ready to lift it to the next level and quit doing all the boring stuff yourself, we'll be there to take you up to the next level with your online promotion campaign.
I don’t promise to make anyone a star. The reality is there may not be stars anymore, just muso’s who can pay their mortgage, and that’s what I’m trying to create.
The thing is you’ve got to remember that now music is going digital, you’ve got a chance to make it that you never had before. But so has everybody else, which as it turns out, is probably just as much work as it used to be.
Now the next blog is going to introduce more fundamental theory and practice on what to know when initiating your online campaign.
Sunday, June 15, 2008
New Music Marketing for band / artist / music managers
Even though in a lot of ways I’ve been driven by the ideal of totally and completely trimming the fat and providing a digital service that delivers an artists complete business needs, for those of you who have reached the point of needing a manager, surviving without one is completely idealistic.
The ideal is of course that when an artist can keep the greater part of the revenue produced from creating something that costs next to nothing to replicate and distribute (ie an mp3) it’s quite sound economically.
But the beautiful thing about the new music marketing forum is that it actually empowers managers. It empowers all those kids who are managing their friends band to stump up the $40 p/month and learn not only what they ought to do as a manager but exactly how to implement cutting edge online promotion.
Why the forum will work for musicians as well as industry people such as managers and others dealing with music related services and products is that although we will provide detailed information and support response in regards to carrying out an effective long term online campaign, we won’t do it for you unless you get really stuck, and that’s the value you can pass out to the artists you handle in a management role.
I can’t believe in this forum I’ll be giving up some of my most valuable secrets such as how I make cd’s and dvd’s so damn cheap.
I run a poster company for people who want to have posters go up for their gigs and such. Why you would waste all that money and paper and ink in such a thing I don’t know. Posters are for bedroom walls and record stores and cafes where they can be treated with respect, not out in the cold street at the mercy of fate!
The next step on from what I’m doing is basically developing a software program that manages and promotes bands.
Imagine a live database of venues in key cities. The artist selects the venue, sends the request to us, and we skype the venue to outline the bands request to perform at the venue.
Okay before we get to idealistic
Just two thoughts on marketing and sales for my competitors and contemporaries providing services and products for professional musicans –
Search
the sooner you establish the most rudimentary website and blog the sooner you’ll start building search authority there. Google is responsible for about 70% of my prospects. It’s not enough to have bought a domain, you want to get it pointed somewhere asap.
Digital products
Digital products add value in ways that are scaleable and have a global reach. Although management services, recording studios and practice rooms are not digital products, a blog is, and even if it cant be monetized, you can leverage it for marketing purposes.
High growth in digital video will have to wait until we get better broadband in this country.
The ideal is of course that when an artist can keep the greater part of the revenue produced from creating something that costs next to nothing to replicate and distribute (ie an mp3) it’s quite sound economically.
But the beautiful thing about the new music marketing forum is that it actually empowers managers. It empowers all those kids who are managing their friends band to stump up the $40 p/month and learn not only what they ought to do as a manager but exactly how to implement cutting edge online promotion.
Why the forum will work for musicians as well as industry people such as managers and others dealing with music related services and products is that although we will provide detailed information and support response in regards to carrying out an effective long term online campaign, we won’t do it for you unless you get really stuck, and that’s the value you can pass out to the artists you handle in a management role.
I can’t believe in this forum I’ll be giving up some of my most valuable secrets such as how I make cd’s and dvd’s so damn cheap.
I run a poster company for people who want to have posters go up for their gigs and such. Why you would waste all that money and paper and ink in such a thing I don’t know. Posters are for bedroom walls and record stores and cafes where they can be treated with respect, not out in the cold street at the mercy of fate!
The next step on from what I’m doing is basically developing a software program that manages and promotes bands.
Imagine a live database of venues in key cities. The artist selects the venue, sends the request to us, and we skype the venue to outline the bands request to perform at the venue.
Okay before we get to idealistic
Just two thoughts on marketing and sales for my competitors and contemporaries providing services and products for professional musicans –
Search
the sooner you establish the most rudimentary website and blog the sooner you’ll start building search authority there. Google is responsible for about 70% of my prospects. It’s not enough to have bought a domain, you want to get it pointed somewhere asap.
Digital products
Digital products add value in ways that are scaleable and have a global reach. Although management services, recording studios and practice rooms are not digital products, a blog is, and even if it cant be monetized, you can leverage it for marketing purposes.
High growth in digital video will have to wait until we get better broadband in this country.
Saturday, June 14, 2008
Thoughts on artist management
From Bob Lefsetz @ http://www.lefsetz.com
Christina Aguilera needed a protector, someone who would allow her to follow her own vision, she signed with Irving Azoff.
Phish was a band up from the streets, er, frat house floor, they ended up being managed by John Paluska.
Would Phish have been better off with Azoff? Would Aguilera have been better off with Paluska? No. Each had the perfect manager. Which one do YOU need?
By time Irving got ahold of her, Christina Aguilera was already a star. But it appeared her career was being run by her label. She wanted to call her own shots, she needed a buffer between her and her record company. Also, someone connected enough that they knew all the players and were owed big time favors. Is there an awards show Christina DOESN’T play?
Phish needed to belong to the people, not the system. They needed someone who could build them from the ground up. Their game was the road, not discs. They liked to improvise, it was about the concert experience. If they had played an awards show early in their career it would have killed them.
In other words, you don’t need the heavyweight, well-connected manager to make it. Unless you’re playing the traditional radio/TV hit single game.
If you’re playing the old wave game, sign with someone who’s got the chops, who knows the ropes, who isn’t reinventing the wheel so much as applying what they know to your situation. You might grow, but your handler, he already knows the game.
Whereas if you’re not signed to a major label, don’t want to get signed to a major label, don’t make Top Forty singles, then you don’t need a manager connected so much as one who is savvy and HUNGRY!
The established management players are akin to mini-conglomerates, they’re the new labels. They want to get paid, right away. If you’re not delivering cash, if they sign you, you’re not getting much attention. Or, you’re getting attention from the untested newbie. If that newbie is truly great, break off and do it yourself, as Irving Azoff did with the Eagles. Otherwise, you’re probably going to get lost in the shuffle.
If you’re starting from ground zero, no name manager will probably be interested. But that won’t hurt you.
What do you need most if you’re a developing act?
Gigs. You need someone to get on the horn, go down to the venue, and cajole and connive ’til they get you a shot. Then you must deliver, but it’s the manager that creates/midwives the opportunity.
Where are you going to find such a bloke?
Look around you, he’s probably already a friend. Or that dude who comes to each and every show and hangs backstage and won’t leave until you do. THAT’S your manager.
Oh, don’t throw out your instincts. After all, Paluska went to Amherst, he’s no dummy. But find someone committed who will do the job for you.
So much of what Phish did, they did first. Or their spin on an event made it unique. They did their destination festivals. They released live albums of their shows, and then downloads. Elektra didn’t deliver these, rather their manager and agent, Chip Hooper, did.
Yup, Chip saw the numbers, he wanted to represent Phish. He didn’t care about record sales, but TICKET COUNTS! Most agents feel the same way today, but fifteen years ago, the focus was on the label.
Yes, after you get your manager, and he gets you gigs, he tries to get you an agent. And the agent you want is not the one with the name, the one who wines and dines you so much as the one who BELIEVES in you.
As for music… In today’s market, you’ve got to allow recording and trading, you’ve got to give the music away for free, you’ve got to let the seed grow into a tree. If you can’t get significant airplay, THIS IS THE ONLY WAY!
It’s not the way of the major label, and not the way of the old line manager. But it’s your way. You know the Net, you’ve got friends, both online and offline. You have to create something incredible and give your peeps the tools to spread the word. Not through fake incentives, you’ve got to trade purely on their belief, your honesty.
It’s all about the music when you’re doing it yourself. Everything must be subservient to the music. And you must create the best situation to experience the music.
When Phish played the Santa Monica Civic ten plus years ago, the police frisked the attendees. Paluska vowed to never play the building again, and his band DIDN’T! He didn’t shrug his shoulders and say he couldn’t do anything, that it wasn’t his fault, he took matters into his own hands, to defend his band’s relationship with its audience.
And when Phish started selling its music online, it offered FLAC files, so its fans could own the best sounding versions. Isn’t it funny that EMI is offering 256 kbps AACs supposedly sometime in the near future when Phish sold CD quality YEARS AGO!
So don’t lament that the manager with the name isn’t interested in you. There’s a good chance he might not be right for you.
Inexperience is no longer the handicap it used to be. Drive and appreciation of the band/fan relationship are paramount for today’s touring acts. That’s more about instinct than big time experience. Furthermore, you want someone who can develop on the fly.
Maybe you outgrow your manager, you end up signing with one of the big boys, who wrings out every last dollar for you.
Or maybe you stay with your guy, who delivers for you.
Or maybe your guy makes a deal with Irving, and uses Frontline’s power to get you what you want and need.
It’s a new game. It’s the sixties all over again. The wheel is being reinvented. Don’t be hamstrung by the old wave players and the old wave rules.
Christina Aguilera needed a protector, someone who would allow her to follow her own vision, she signed with Irving Azoff.
Phish was a band up from the streets, er, frat house floor, they ended up being managed by John Paluska.
Would Phish have been better off with Azoff? Would Aguilera have been better off with Paluska? No. Each had the perfect manager. Which one do YOU need?
By time Irving got ahold of her, Christina Aguilera was already a star. But it appeared her career was being run by her label. She wanted to call her own shots, she needed a buffer between her and her record company. Also, someone connected enough that they knew all the players and were owed big time favors. Is there an awards show Christina DOESN’T play?
Phish needed to belong to the people, not the system. They needed someone who could build them from the ground up. Their game was the road, not discs. They liked to improvise, it was about the concert experience. If they had played an awards show early in their career it would have killed them.
In other words, you don’t need the heavyweight, well-connected manager to make it. Unless you’re playing the traditional radio/TV hit single game.
If you’re playing the old wave game, sign with someone who’s got the chops, who knows the ropes, who isn’t reinventing the wheel so much as applying what they know to your situation. You might grow, but your handler, he already knows the game.
Whereas if you’re not signed to a major label, don’t want to get signed to a major label, don’t make Top Forty singles, then you don’t need a manager connected so much as one who is savvy and HUNGRY!
The established management players are akin to mini-conglomerates, they’re the new labels. They want to get paid, right away. If you’re not delivering cash, if they sign you, you’re not getting much attention. Or, you’re getting attention from the untested newbie. If that newbie is truly great, break off and do it yourself, as Irving Azoff did with the Eagles. Otherwise, you’re probably going to get lost in the shuffle.
If you’re starting from ground zero, no name manager will probably be interested. But that won’t hurt you.
What do you need most if you’re a developing act?
Gigs. You need someone to get on the horn, go down to the venue, and cajole and connive ’til they get you a shot. Then you must deliver, but it’s the manager that creates/midwives the opportunity.
Where are you going to find such a bloke?
Look around you, he’s probably already a friend. Or that dude who comes to each and every show and hangs backstage and won’t leave until you do. THAT’S your manager.
Oh, don’t throw out your instincts. After all, Paluska went to Amherst, he’s no dummy. But find someone committed who will do the job for you.
So much of what Phish did, they did first. Or their spin on an event made it unique. They did their destination festivals. They released live albums of their shows, and then downloads. Elektra didn’t deliver these, rather their manager and agent, Chip Hooper, did.
Yup, Chip saw the numbers, he wanted to represent Phish. He didn’t care about record sales, but TICKET COUNTS! Most agents feel the same way today, but fifteen years ago, the focus was on the label.
Yes, after you get your manager, and he gets you gigs, he tries to get you an agent. And the agent you want is not the one with the name, the one who wines and dines you so much as the one who BELIEVES in you.
As for music… In today’s market, you’ve got to allow recording and trading, you’ve got to give the music away for free, you’ve got to let the seed grow into a tree. If you can’t get significant airplay, THIS IS THE ONLY WAY!
It’s not the way of the major label, and not the way of the old line manager. But it’s your way. You know the Net, you’ve got friends, both online and offline. You have to create something incredible and give your peeps the tools to spread the word. Not through fake incentives, you’ve got to trade purely on their belief, your honesty.
It’s all about the music when you’re doing it yourself. Everything must be subservient to the music. And you must create the best situation to experience the music.
When Phish played the Santa Monica Civic ten plus years ago, the police frisked the attendees. Paluska vowed to never play the building again, and his band DIDN’T! He didn’t shrug his shoulders and say he couldn’t do anything, that it wasn’t his fault, he took matters into his own hands, to defend his band’s relationship with its audience.
And when Phish started selling its music online, it offered FLAC files, so its fans could own the best sounding versions. Isn’t it funny that EMI is offering 256 kbps AACs supposedly sometime in the near future when Phish sold CD quality YEARS AGO!
So don’t lament that the manager with the name isn’t interested in you. There’s a good chance he might not be right for you.
Inexperience is no longer the handicap it used to be. Drive and appreciation of the band/fan relationship are paramount for today’s touring acts. That’s more about instinct than big time experience. Furthermore, you want someone who can develop on the fly.
Maybe you outgrow your manager, you end up signing with one of the big boys, who wrings out every last dollar for you.
Or maybe you stay with your guy, who delivers for you.
Or maybe your guy makes a deal with Irving, and uses Frontline’s power to get you what you want and need.
It’s a new game. It’s the sixties all over again. The wheel is being reinvented. Don’t be hamstrung by the old wave players and the old wave rules.
Friday, June 13, 2008
Notes on Kurb’s New music marketing forum business model for artist management
Okay this is a really long blog but as I say sometimes you don’t always have to blog for your readers. Writing my blog gets ideas out there, it’s like the wardance psyching me up for the technical battle ahead
Always be ready to pounce and innovate. Think about how my new ideas for reaching people with my digital promotion skills for kurb could transfer over to work for you creating value around your music. I think I’m going to do a blog on that just so you can connect the dots.
For more ideas on new revenue models for artists check this out:
http://kurbpromotion.wordpress.com/2007/12/01/matt-from-kurb-can-haz-new-music-industry-model/
Okay so let me talk about this new idea.
I am going to be posting a lot and repeating myself a lot about how this concept works because this is the way I’ll be leveraging my blog to sell a quality proposition the same way you would leverage your blog to sell your music related products and services.
I think there’s a difference now between hard selling and building a platform or a frame with your product at the centre.
For example, if you write a blog post about a particular song, and I know if you’re a musician you should be able to describe what your music means or is about in painstaking detail, how is someone reading the blog going to feel about the song?
Probably really curious to actually hear it and check it out.
So what I’m developing is still a tiered pricing structure for kurb but it will be changing it’s operational structure to a private forum for which there will be a small cost for access:
Let’s get that one out of the way: US$40 p/month.
I can do this of course, because I run the company and I can. Another good thing about being in control of your music. The decision to try something radical and new is all down to you.
It’s based on providing at least the same or even more value for more clients at less of a cost because I really got stuck in to my this vision of marketing that I’m not selling a product or service but I am selling a solution to a problem.
And what I saw as the problem was bringing all the ground breaking efficiency of the digital world to artists in a way that translated to a low cost for a high value service.
My ultimate aim to strive towards is to actually replace the traditional structure of the music industry so that an artist can rely completely on a digital based service platform for all business related needs – all aspects not directly related to writing, performing and recording could be handled digitally.
From at $US10 p/week artists will access detailed instructions on how to implement and develop a comprehensive online campaign to create revenue – to at $US100 p/week where our staff would effectively manage your band completely, someone would even research and call venues in your city to solicit performance requests. Probably best to start with English speaking cities if you don’t mind!
You see n the past, I chose to cut down my amount of clients and charge more so I can work more closely on building strategies for artists and delivering on value. Now I want to move towards efficiently providing the same service to more clients at a lower price.
Because I’ve already said that you need a product for every budget. And so do I!
I HAD to introduce a $10 p/week digital promotion service.
I had to create the unique proposition to address this situation, because a band that can’t put $10 towards developing an internet promotion strategy isn’t serious.
And I get a lot of people emailing me who aren’t serious. People who need to spend a few months reading blogs before I could even help them.
How could I create worthwhile value for people who weren’t mentally or financially well placed to begin digital promotion?
It’s the same for a musician who MUST accept a first time visitor isn’t just going to grab your album on whim on showing up on your site. What level commitment can you get at this stage?
Also, scalability is an important part of any economic equation. You can scale a digital product like an mp3 download to as far as demand for it stretches but you can only play one or maybe two gigs a night. As Derek sivers says - you can make money in your sleep.
Now in moving my operation to this private membership forum I realised I could build a far more efficient business model buy creating a community who all have a universal exclusive access to ongoing information I provide.
The fundamental here is that even though I am somewhat open about what I do in digital promotions, A lot of stuff I would never tell you HOW I do it.
For example, in this blog I will tell you that if you go to this site of funny dog pictures
http://www.laughoutlouddogs.com
and leave a comment linking back to your site, it will help you on google.
On the forum, will be a list of 300 blogs you can comment on that will probably create so much google authority you’ll have 100+ visitors to your site everyday for the next couple of years.
Here’s an example – if you’re one of the guys who pays $US40 p/month you get the list, you can take a few nights, carry out the task. If you pay $US200 p/month, it’ll just get done by a kurb grunt.
But within this private forum will be an ongoing, ever expanding, ever updating reference to the world of online music business.
Licensing, publishing and publicity are areas that I have not been able to develop aggressively in the past but regardless I’m going to be pushing in every direction - there’ll be detailed tutorials of every single service I provide, total explanations of most of the techniques I use, basically, step by step guides to setting up your music for multiple avenues of online business and exposure.
Here’s the initial list of what the forums index will cover. The capitalised headings indicate where there will be a dedicated staff specialist supporting those on a premium membership (starting at US$100 p/month)
Getting started
Myspace and social networking
Campaigns and Strategising
Web 2.0, Blogging, Internet Marketing
SEO CENTRE (search engine optimisation)
Offline Tips – Performing, physical media
Social Networking
Licensing
Video and Youtube
DISTRIBUTION AND IMPLEMENTATION CENTRE
AUTOMATION CENTRE
WEB + GRAPHIC DESIGN ASSISTANCE CENTRE
MANAGEMENT CENTRE
Music Co op
In addition to that I will be posting regular articles and answering clients questions directly so that questions are accessible by other clients for future reference.
As I said, there will be a whole lot more I can say on a private forum that I can’t just tell the world on myspace or on my blog. The music world isn’t even thinking about Internet Marketing and the Internet Marketing world is to busy making money elsewhere to worry about music.
But access to the work we do will be even more transparent. For those premium subscribers who still wish to retain our automated services and other support we offer, within the forum, artists will be able to post tasks for myself and the team to take care of – myspace promotion, blog promotion,
It is my aim to outsource a full time graphic and web designer who will attend to design requests and tweaks to websites and blog design. Another junior assistance will be dedicated to automated promotion on myspace, youtube, back linking strategies etc. full time, while I will still be available to assist with personal consultations on strategy and will be available to answer questions in the forum directly and interact with premium clients at a certain point each day.
I think it’s time to go to the bullets.
OLD KURB DIGITAL COACHING AND ONLINE PROMOTIONS MODEL
$200 p/month: comprehensive digital coaching and online promotion strategy
$300 p/month: more comprehensive digital coaching and online promotion strategy
$400 p/month: really comprehensive digital coaching and online promotion strategy
NEW KURB DIGITAL COACHING AND ONLINE PROMOTIONS MODEL
Forum Level $US40 p/month
Access to members only forum
- all content, members q&a support, giveaways and special offers
Non priority support and assistance
- design, implementation, code
Basic static band page on Kurb Music
Automated level $US100 p/month
Automated promotion on Myspace, Youtube, Facebook
Basic blog with domain name and hosting
Band page on Kurb Music
Access to members only forum
- all content, members q&a support, giveaways and special offers
Low priority support and assistance
- design, implementation, code, copy
Basic SEO and backlinking
Assistance level $US200 p/month
Boosted automated promotion on Myspace, Youtube, Facebook, etc
Website design and development with blog and personal blog consulting, domain name and hosting
SEO and Backlinking
Band store page and promotion on Kurb Music
Access to members only forum
- all content, members q&a support, giveaways and special offers
Priority support and assistance
- design, commerce, implementation, code, copy, video
Obviously the whole thing is going to be renewed when we introduce the management package at $US400 p/month because as far as I know this is going to be the first fully comprehensive management service ever offered on line.
How are we going to manage it? Skype, and international calls to landlines at 3c a minute. That’s what a manager does, calls people and makes a real connection with people in order to give the act the break it needs.
I can think of nothing worse than having to call people on the other side of the world to encourage them to give a band a chance. But I’m sure there’ll be someone out there who loves it and will be great at it.
So whats the schedule?
Definitely hope to be showing people round the new place before the end of the month, but don’t expect the furniture to be in.
Over July I will hopefully allowing free sign ups for the forum level and I’ll be receiving expressions of interest on more intensive operations.
In august the first charges will be implemented, so full access will close for non paying members. And that’s when I’ll start a pretty heavy marketing campaign.
The forum will be initially limited to 100 sign ups, and 20 premium clients.
If it does become successful and I think given 6 months to build up a solid campaign, it’s highly possible, if I choose to allow more than 100 sign ups, I will drop the price.
I hope to bring in a management assistant in October and then next year create a management package designed to support full time professional musicians who need to have their revenue, fan management and promotion handled and scheduled completely.
Now as I said I’m going to be packaging all this stuff down into some pretty relentless pitching so please forgive me!
Always be ready to pounce and innovate. Think about how my new ideas for reaching people with my digital promotion skills for kurb could transfer over to work for you creating value around your music. I think I’m going to do a blog on that just so you can connect the dots.
For more ideas on new revenue models for artists check this out:
http://kurbpromotion.wordpress.com/2007/12/01/matt-from-kurb-can-haz-new-music-industry-model/
Okay so let me talk about this new idea.
I am going to be posting a lot and repeating myself a lot about how this concept works because this is the way I’ll be leveraging my blog to sell a quality proposition the same way you would leverage your blog to sell your music related products and services.
I think there’s a difference now between hard selling and building a platform or a frame with your product at the centre.
For example, if you write a blog post about a particular song, and I know if you’re a musician you should be able to describe what your music means or is about in painstaking detail, how is someone reading the blog going to feel about the song?
Probably really curious to actually hear it and check it out.
So what I’m developing is still a tiered pricing structure for kurb but it will be changing it’s operational structure to a private forum for which there will be a small cost for access:
Let’s get that one out of the way: US$40 p/month.
I can do this of course, because I run the company and I can. Another good thing about being in control of your music. The decision to try something radical and new is all down to you.
It’s based on providing at least the same or even more value for more clients at less of a cost because I really got stuck in to my this vision of marketing that I’m not selling a product or service but I am selling a solution to a problem.
And what I saw as the problem was bringing all the ground breaking efficiency of the digital world to artists in a way that translated to a low cost for a high value service.
My ultimate aim to strive towards is to actually replace the traditional structure of the music industry so that an artist can rely completely on a digital based service platform for all business related needs – all aspects not directly related to writing, performing and recording could be handled digitally.
From at $US10 p/week artists will access detailed instructions on how to implement and develop a comprehensive online campaign to create revenue – to at $US100 p/week where our staff would effectively manage your band completely, someone would even research and call venues in your city to solicit performance requests. Probably best to start with English speaking cities if you don’t mind!
You see n the past, I chose to cut down my amount of clients and charge more so I can work more closely on building strategies for artists and delivering on value. Now I want to move towards efficiently providing the same service to more clients at a lower price.
Because I’ve already said that you need a product for every budget. And so do I!
I HAD to introduce a $10 p/week digital promotion service.
I had to create the unique proposition to address this situation, because a band that can’t put $10 towards developing an internet promotion strategy isn’t serious.
And I get a lot of people emailing me who aren’t serious. People who need to spend a few months reading blogs before I could even help them.
How could I create worthwhile value for people who weren’t mentally or financially well placed to begin digital promotion?
It’s the same for a musician who MUST accept a first time visitor isn’t just going to grab your album on whim on showing up on your site. What level commitment can you get at this stage?
Also, scalability is an important part of any economic equation. You can scale a digital product like an mp3 download to as far as demand for it stretches but you can only play one or maybe two gigs a night. As Derek sivers says - you can make money in your sleep.
Now in moving my operation to this private membership forum I realised I could build a far more efficient business model buy creating a community who all have a universal exclusive access to ongoing information I provide.
The fundamental here is that even though I am somewhat open about what I do in digital promotions, A lot of stuff I would never tell you HOW I do it.
For example, in this blog I will tell you that if you go to this site of funny dog pictures
http://www.laughoutlouddogs.com
and leave a comment linking back to your site, it will help you on google.
On the forum, will be a list of 300 blogs you can comment on that will probably create so much google authority you’ll have 100+ visitors to your site everyday for the next couple of years.
Here’s an example – if you’re one of the guys who pays $US40 p/month you get the list, you can take a few nights, carry out the task. If you pay $US200 p/month, it’ll just get done by a kurb grunt.
But within this private forum will be an ongoing, ever expanding, ever updating reference to the world of online music business.
Licensing, publishing and publicity are areas that I have not been able to develop aggressively in the past but regardless I’m going to be pushing in every direction - there’ll be detailed tutorials of every single service I provide, total explanations of most of the techniques I use, basically, step by step guides to setting up your music for multiple avenues of online business and exposure.
Here’s the initial list of what the forums index will cover. The capitalised headings indicate where there will be a dedicated staff specialist supporting those on a premium membership (starting at US$100 p/month)
Getting started
Myspace and social networking
Campaigns and Strategising
Web 2.0, Blogging, Internet Marketing
SEO CENTRE (search engine optimisation)
Offline Tips – Performing, physical media
Social Networking
Licensing
Video and Youtube
DISTRIBUTION AND IMPLEMENTATION CENTRE
AUTOMATION CENTRE
WEB + GRAPHIC DESIGN ASSISTANCE CENTRE
MANAGEMENT CENTRE
Music Co op
In addition to that I will be posting regular articles and answering clients questions directly so that questions are accessible by other clients for future reference.
As I said, there will be a whole lot more I can say on a private forum that I can’t just tell the world on myspace or on my blog. The music world isn’t even thinking about Internet Marketing and the Internet Marketing world is to busy making money elsewhere to worry about music.
But access to the work we do will be even more transparent. For those premium subscribers who still wish to retain our automated services and other support we offer, within the forum, artists will be able to post tasks for myself and the team to take care of – myspace promotion, blog promotion,
It is my aim to outsource a full time graphic and web designer who will attend to design requests and tweaks to websites and blog design. Another junior assistance will be dedicated to automated promotion on myspace, youtube, back linking strategies etc. full time, while I will still be available to assist with personal consultations on strategy and will be available to answer questions in the forum directly and interact with premium clients at a certain point each day.
I think it’s time to go to the bullets.
OLD KURB DIGITAL COACHING AND ONLINE PROMOTIONS MODEL
$200 p/month: comprehensive digital coaching and online promotion strategy
$300 p/month: more comprehensive digital coaching and online promotion strategy
$400 p/month: really comprehensive digital coaching and online promotion strategy
NEW KURB DIGITAL COACHING AND ONLINE PROMOTIONS MODEL
Forum Level $US40 p/month
Access to members only forum
- all content, members q&a support, giveaways and special offers
Non priority support and assistance
- design, implementation, code
Basic static band page on Kurb Music
Automated level $US100 p/month
Automated promotion on Myspace, Youtube, Facebook
Basic blog with domain name and hosting
Band page on Kurb Music
Access to members only forum
- all content, members q&a support, giveaways and special offers
Low priority support and assistance
- design, implementation, code, copy
Basic SEO and backlinking
Assistance level $US200 p/month
Boosted automated promotion on Myspace, Youtube, Facebook, etc
Website design and development with blog and personal blog consulting, domain name and hosting
SEO and Backlinking
Band store page and promotion on Kurb Music
Access to members only forum
- all content, members q&a support, giveaways and special offers
Priority support and assistance
- design, commerce, implementation, code, copy, video
Obviously the whole thing is going to be renewed when we introduce the management package at $US400 p/month because as far as I know this is going to be the first fully comprehensive management service ever offered on line.
How are we going to manage it? Skype, and international calls to landlines at 3c a minute. That’s what a manager does, calls people and makes a real connection with people in order to give the act the break it needs.
I can think of nothing worse than having to call people on the other side of the world to encourage them to give a band a chance. But I’m sure there’ll be someone out there who loves it and will be great at it.
So whats the schedule?
Definitely hope to be showing people round the new place before the end of the month, but don’t expect the furniture to be in.
Over July I will hopefully allowing free sign ups for the forum level and I’ll be receiving expressions of interest on more intensive operations.
In august the first charges will be implemented, so full access will close for non paying members. And that’s when I’ll start a pretty heavy marketing campaign.
The forum will be initially limited to 100 sign ups, and 20 premium clients.
If it does become successful and I think given 6 months to build up a solid campaign, it’s highly possible, if I choose to allow more than 100 sign ups, I will drop the price.
I hope to bring in a management assistant in October and then next year create a management package designed to support full time professional musicians who need to have their revenue, fan management and promotion handled and scheduled completely.
Now as I said I’m going to be packaging all this stuff down into some pretty relentless pitching so please forgive me!
Sunday, May 18, 2008
Preparing artists for the future: The meat in the digital promotions sandwich
www.kurb.co.nz website still down! two days now!!!!
If there wasn't a line of business out the door I'd be freaking out.
That website is like my instrument, I cant really make a living without it!
Just a recap on the last few posts - I actually realised my latest description of what it is we actually do wasn't too shabby so I thought I'd take the chance to cut the fluff and go over that again.
Remember, we don't specialize in overnight success. We specialize in creating exposure and revenue around content and growing a long term career in the music and related creative industries.
Our digital services are based on the following concepts:
Automation: We are experienced using a wide variety of exclusive software, services and techniques so we can maximise your exposure through many common internet channels, Myspace, Youtube, Google Searches and much more. Our focus is on targeted, useful, fan friendly interaction and functional, efficient content distribution, not thoughtless spam.
Implementation and Support: Often artists have specialised needs, that's what unique about Kurb. Our experience using all the latest digital and online trends means we work with you to establish all the elements of your online platforms for distribution and sale of mp3's and other digital products, your website, blogging, advertising platforms, p2p – everything you need to develop online as a serious artist now and in the future. There are also practical areas of photoshop, web coding, copywriting, profile design and other areas of consulting which we can support you with depending on the specific needs of the artists.
Coaching Strategy: Building a strategy starts to happen at least a month or two into promotions. Initially I answer artists questions and offer tips specific to the artist in developing habits that will produce a momentum – for example blogging advice is a biggie.
But once platforms are established and automated promotion tools are ticking over its time to really focus and examine the use of these platforms and tools into strategies based around certain goals, where we want fans to go, what we want them to do, and building hooks and propositions around those outcomes.
Research: Being ahead of the pack isn't enough for us – our unique and forward looking service is continually developing. New promotion tools, strategies, techniques and offers are becoming available as the digital revolution rolls on and I truly believe one of the best reasons clients should get involved with kurb is not just what we're doing now, but because we are the promotions company preparing artists for the future.
Also I'd like to add cross promotion to that. Because as we become a fixture in the music industry it's giving us the opportunity to access and create projects that increase exposure for my whole stable of artists.
People who are passionate about music are coming to me offering help and opportunities. While I'm pursuing opportunities to innovate and create platforms more suited to the modern music industry.
I'm developing kurb music as an entertainment platform for my artists as well as exploring CD projects.
For example, I have more clients in Melbourne than anywhere else now. Which gives me the opportunity to create a project focused on raising the awareness of artists I'm working with within Melbourne.
Close to announcing our first 50/50 deal with a local band!!!! Watch this space.
Mailbox blogging bonus round!!!!
Join Twitter. Don't ask me why, just do it.
When there's heat online, don't muck around, stake your claim early!
I'm not going to pretend I know why twitter is so wonderful, but that I have joined, because I have learned to recognise that when there is heat on the internet around a site, you make yourself a part of it.
If you weren't on myspace in 2005, 2006, you'd be kicking yourself.
If you weren't on facebook in 2007, you'd be kicking yourself.
And if you're not on twitter in 2008 . . . could be ow ow ouchies.
Don't forget little reverbnation to is still getting heat.
also wanted to tip you off about www.stumbleupon.com
the whole social media/social bookmarking scene is something I want to get you into in the future - it kind of goes hand in hand with blogging, but just like myspace or anything else you cant just sit there and wait for it to happen.
If you start bookmarking sites that other people think are cool as well, your "stumbles" (web pages you like) will increase in authority and that will include stumbling your own pages, I willl be stumbling my artists pages, as well as building networks of stumblers who support each other.
See? I learn a lot of stuff from doing marketing on the computer.
If you can get this right, it becomes very powerful when 500 people turn up on your site out of nowhere. Again, the result of this could be nothing. But if you have advertising on your site the result is likely to be $US5 if nothing else.
There are tonnes of sites like these but stumbleupon is really the big boy, so start there.
If you missed it: Bob Baker interviews Derek Sivers!!!!
Mr. Guerilla Marketing Vs. Mr. CD Baby!!!
Derek, Bless 'im, has been using the same material for years but it doesn't really take away from the fact that you got the two big guns of DIY music nattering for over an hour.
I was following these two guys way before myspace and their knowledge and understanding of the independent music scene is unparalleled.
http://www.bob-baker.com/musicpromotionblog/2008/05/derek-sivers-of-cd-baby-audio-interview.html
If there wasn't a line of business out the door I'd be freaking out.
That website is like my instrument, I cant really make a living without it!
Just a recap on the last few posts - I actually realised my latest description of what it is we actually do wasn't too shabby so I thought I'd take the chance to cut the fluff and go over that again.
Remember, we don't specialize in overnight success. We specialize in creating exposure and revenue around content and growing a long term career in the music and related creative industries.
Our digital services are based on the following concepts:
Automation: We are experienced using a wide variety of exclusive software, services and techniques so we can maximise your exposure through many common internet channels, Myspace, Youtube, Google Searches and much more. Our focus is on targeted, useful, fan friendly interaction and functional, efficient content distribution, not thoughtless spam.
Implementation and Support: Often artists have specialised needs, that's what unique about Kurb. Our experience using all the latest digital and online trends means we work with you to establish all the elements of your online platforms for distribution and sale of mp3's and other digital products, your website, blogging, advertising platforms, p2p – everything you need to develop online as a serious artist now and in the future. There are also practical areas of photoshop, web coding, copywriting, profile design and other areas of consulting which we can support you with depending on the specific needs of the artists.
Coaching Strategy: Building a strategy starts to happen at least a month or two into promotions. Initially I answer artists questions and offer tips specific to the artist in developing habits that will produce a momentum – for example blogging advice is a biggie.
But once platforms are established and automated promotion tools are ticking over its time to really focus and examine the use of these platforms and tools into strategies based around certain goals, where we want fans to go, what we want them to do, and building hooks and propositions around those outcomes.
Research: Being ahead of the pack isn't enough for us – our unique and forward looking service is continually developing. New promotion tools, strategies, techniques and offers are becoming available as the digital revolution rolls on and I truly believe one of the best reasons clients should get involved with kurb is not just what we're doing now, but because we are the promotions company preparing artists for the future.
Also I'd like to add cross promotion to that. Because as we become a fixture in the music industry it's giving us the opportunity to access and create projects that increase exposure for my whole stable of artists.
People who are passionate about music are coming to me offering help and opportunities. While I'm pursuing opportunities to innovate and create platforms more suited to the modern music industry.
I'm developing kurb music as an entertainment platform for my artists as well as exploring CD projects.
For example, I have more clients in Melbourne than anywhere else now. Which gives me the opportunity to create a project focused on raising the awareness of artists I'm working with within Melbourne.
Close to announcing our first 50/50 deal with a local band!!!! Watch this space.
Mailbox blogging bonus round!!!!
Join Twitter. Don't ask me why, just do it.
When there's heat online, don't muck around, stake your claim early!
I'm not going to pretend I know why twitter is so wonderful, but that I have joined, because I have learned to recognise that when there is heat on the internet around a site, you make yourself a part of it.
If you weren't on myspace in 2005, 2006, you'd be kicking yourself.
If you weren't on facebook in 2007, you'd be kicking yourself.
And if you're not on twitter in 2008 . . . could be ow ow ouchies.
Don't forget little reverbnation to is still getting heat.
also wanted to tip you off about www.stumbleupon.com
the whole social media/social bookmarking scene is something I want to get you into in the future - it kind of goes hand in hand with blogging, but just like myspace or anything else you cant just sit there and wait for it to happen.
If you start bookmarking sites that other people think are cool as well, your "stumbles" (web pages you like) will increase in authority and that will include stumbling your own pages, I willl be stumbling my artists pages, as well as building networks of stumblers who support each other.
See? I learn a lot of stuff from doing marketing on the computer.
If you can get this right, it becomes very powerful when 500 people turn up on your site out of nowhere. Again, the result of this could be nothing. But if you have advertising on your site the result is likely to be $US5 if nothing else.
There are tonnes of sites like these but stumbleupon is really the big boy, so start there.
If you missed it: Bob Baker interviews Derek Sivers!!!!
Mr. Guerilla Marketing Vs. Mr. CD Baby!!!
Derek, Bless 'im, has been using the same material for years but it doesn't really take away from the fact that you got the two big guns of DIY music nattering for over an hour.
I was following these two guys way before myspace and their knowledge and understanding of the independent music scene is unparalleled.
http://www.bob-baker.com/musicpromotionblog/2008/05/derek-sivers-of-cd-baby-audio-interview.html
Thursday, April 24, 2008
online band / music / artist marketing and promotion diary April 08
Kurb provides online promotion and revenue management services for musicians and artists internationally And the best value fast turnover physical media services in New Zealand including CD / DVD printing and duplication and poster services.
I guess less time sitting around scratching my head means more time to talk about practical, hands on online promotion strategies rather than selling the idea.
But the first thing I most stoked to announce is that I am earning almost $10 a month from blogging now, unfortunately you have to earn $100 before you get paid so could be waiting awhile.
But I am stoked because it proves that ad supported revenue – which as it turns out I happen to be a firm advocate of – does have potential because I know that what I have done now is only a fraction of what is possible because ad supported revenue will scale vertically as well as horizontally
Meaning: Not only will individual income streams grow, but further income platforms related to content provided will be possible. A dozen platforms combining to create 30c a day now can be scaled long term to 100 platforms combining to create hundreds of dollars a day.
Why am I obsessed with ad supported revenue?
Not only because it is a “make money while you sleep” strategy as praised by Derek sivers recently . . .
But because it’s future proof. Whatever happens to the recorded/digital music industry in the next 5-10 years, ad supported strategies worked by the individual content generator will be able to be worked outside the infrastructure of the industry.
You don’t need to be signed to a label or any other aggregator, with ad supported revenue being developed on your site and your blog its not Myspace or Apple or anybody else calling the shots.
So with the influx of clients I haven’t quite got to the point of informing anyone they will have to join a waiting list BUT I am being picky – I’m going to be more inclined to want to work with Auckland artists, New Zealand artists, more committed artists, more experienced artists and artists prepared to commit to working with me for at least 3 months.
I’m more interested in results now than turnover.
Most of the clients have their myspace pages being promoted with targeted campaigns, and we have established 2 supplementary blogs for each artist to start building content there that will bring in search authority and traffic.
Whereas I will use sites such as Craigslist.com and Squidoo.com for SEO authority, Reverbnation.com on the other hand has tools and a vibe about it which I see as being practically useful, with revenue sharing in place.
Squidoo also has revenue sharing platforms, but the thing about social and web 2.0 marketing is you must use the double movement. Not only are you building backlinks to create search authority but you’re using content to emphasise your unique selling point.
This is where I usually get to on myspace: We’re carrying out the promotion systematically but to create a real point of engagement we need to create a concept around a unique selling point or proposition.
Will it be a free download, will it be a competition, what is the motivation for the fan to interact or sign up for the mailing list, etc.?
I have also established .info domain names for each client as we expand their online presence. I discovered a domain name forwarding to your myspace will bring your myspace up in a localised search, and a myspace page is going to blow the arse off most NZ served pages in terms of authority.
But another reason for the .info thing is the real issues I have with web designers!!! Whether my clients come to me with a website built and functioning or not, the task im attempting to carry out is to tweak the site, or the myspace page etc. slowly over time to bring visitors to the site/page and then compelling them to take actions that are ultimately leading to financial gain by the artist.
If it’s a nightmare to make these tweaks you will never bring your site to the point I have got to with http://www.kurb.co.nz where every day the beast is slowly evolving, bringing visitors closer to exactly where I want them, and closer to creating more reward from less effort on my part.
That’s where I came up with the idea of Kurb Music – not a label, but a platform where I can freely develop search, social and revenue functions for my client base as a whole without the obstruction and complications of addressing individual clients
I’ll be looking at the way unique selling points and propositions deployed in targeted marketing campaigns can help promote the content on this platform, and how this platform can be expanded.
Right now it’s a way to contribute value to my clients as well as working towards a personal goal – a bottom up approach to implementing my business plan for the choice as NZ music portal
Yes, Kurb Music is another one of those “Matt Ideas” like kurb 50/50 or plasticast. The point is not whether the project functions practically, it is that an innovative concept has a complete model and is ready to be developed and tested under the right circumstances.
On my site, search returns continue to surge, all that SEO work is paying off and google searches are accounting for 75% of my traffic.All that really means is all the traffic I’ve lost from myspace over the last 6 months is probably now being made up for.
The issue im trying to face right now is the seinfeld issue. Either you see watch Seinfeld on TV for free or you fly to Vegas and catch him at US$200 a ticket.
Seinfeld has no mid range option.
With me either you read my blog for free or you pay me US$200 a month to help you. Kurb Music is something I’m trying to develop as a mid range promotions product of $10-20 p/week value.
What Trent Reznor did by offering so many different variables and products on his last release was create value at so many different levels for his fanbase.
By creating everything from a blog with a few google ads to DVD’s packed with multimedia content, that’s what Kurb is trying to do for artists.
Here’s an interesting link covering all the social music services.
You know how I feel, DON’T waste your time signing up for every music service under the sun.
HOWEVER there is definitely a thread running through the internet marketing community right now that suggests that we shouldn’t be afraid of a little hard work.
Web 2.0 is different. It’s a vast network without the dead ends of Web 1.0, it doesn’t matter where you start as long as make a start!
Also my habit of focusing on my blogging only one day a week has produced some weird results - I’ve seen something similar before having 500+ visitors to my myspace blog alone in the course of a day or two after a series of posts.
Frustratingly, because its myspace and theres no detailed stats, I have no idea where these people are coming from or how they found my blog!!!! I only have 30 odd subscribers so . . . and it’s not like it generated a whole lot of leads – 500 visitors to the kurb home site would definitely turn out several leads.
Kurb is a media promotions company providing a regular blog on digital music promotion, marketing digital content and creating revenue from new media online.
Kurb also provides online promotion and revenue management services for musicians and artists internationally And the best value fast turnover physical media services in New Zealand including CD / DVD printing and duplication and poster services.
Our physical media services come with free graphic set up and support, free delivery, and free promotions advice and support for musicians.
http://www.kurb.co.nz/
http://www.myspace.com/kurbpromo
http://www.youtube.com/user/kurbpromo -
http://kurbpromotion.wordpress.com/
http://kurbpromotion.blogspot.com/
http://www.squidoo.com/kurb
All the best with your project, from Kurb
For direct enquiries get us on gmail as kurbpromo
DIGITAL COACHING AND ONLINE MANAGEMENT STARTS @ $NZ250 P/MONTH P/ACT
Tuesday, April 15, 2008
10 top music marketing tips for bands and musicians
this from http://www.musicmarketing.com/
Top 10 Mistakes Bands and Musicians Make
10. Being Too Difficult (or Too Nice)
First of all, let’s get this clear... Just because you wrote a few good songs and recorded them, doesn’t mean that the world revolves around you. Lots of people write and record good songs, so get in line.
Contrary to what the online rumor mill or media would have you believe, people in the music business are involved because they love music…and they’re not making enough to deal with jerks. And they won’t deal with jerks. If you’re a pain, they’re just go to the next guy, who also writes good songs, but has a better attitude.
With that said, don’t be too nice. You don’t have to say yes to everything. Pick your battles. If there is something you really feel strongly about, don’t settle for anything less.
Bottom line: Keep your ego in check and behave with courtesy and respect. At the same time, don't let anyone treat you any less.
9. Trying to Convince People of Anything…
You play music; you’re not in the convincing business. Either people get what you’re doing or they don’t.
So, some reviewer, booking agent or manager doesn't like your new album. Let it go! Don't try to convince him he'll like is better after a second listen. He won't. And the more you press him to give your music another shot, the more he’ll remember how annoying you were. This means he’ll be far less open to ever listening to you again.
There are a lot of people who won't "hear it" when you approach them. So what? Move on. There are plenty of other people in this business who can help you. Go find the people who do "hear it" and put your energy into building good relationships with them instead.
8. Looking for Industry Approval
There was a time when the "industry" had a lot more pull when it came to breaking an artist, getting them distributed, and everything else. This is a new time, so we're playing with different rules now.
Distribution is easy. Every day, more and more albums are being sold digitally, so you no longer need a label to finance pressing tens of thousands of physical albums (or more) and getting them to record stores.
These days, recording music is easier than ever. You can get a good
recording setup for just a few thousand dollars. And if you can't afford recording equipment, there are plenty of people who have some, whom you can hire inexpensively. You are not limited on the number of options for getting something on tape.
But most importantly, once you get this stuff together, you don't need the industry to tell you your music is worthy. The consumers, the people who buy your music, are really the only opinions that matter. And when you have the love of the consumers, the industry will come around.
The thing is, in the music industry, technology has changed faster than mindset. Stop believing you are at the mercy of any record label executive. You're not. Connect directly with your fans--on your terms. The feedback, loyalty and money you receive from them will be far more gratifying than you spending your time beating your head against a wall trying to figure out a way to get an approving nod from a record label.
7. Not Building Strong Relationships with Fans
People aren't stupid. They know that they're being marketed to. They know when you're looking to sell them something.
Do they mind? No.
In fact, if you have a good relationship with your fans, they won't mind being marketed to and, if you do it well, they look forward to being marketed to.
However, they have to know you care.
Building relationships with fans take time. You have to show them you care.
Do things like:
- Give them a few free songs to download
- Have message board on your website and build a community there
- Do a "fan appreciation" show
- Record a holiday album that you give out to your fan club.
Show them in special ways that you, not only care, but that you're willing to go the extra mile to show your appreciation. In turn, they will buy your music, travel to see you play, call radio stations on your behalf and promote you all over the Web.
Every day, no matter if you're busy recording, on the road or at home worrying about how you're going to find the money to make your project happen, do something (no matter how small the gesture is) to reach out to your fans.
6. Not "Getting" How the Fan/Artist Relationship Works
You’re the leader and your fans do the following. You make the offer, they choose whether or not to accept.
Take charge, record the music, play the shows, print the t-shirts, and let them have the options of buying your album, coming to see you, or getting something to wear.
The average person has enough “leadership” in his day. He’s looking for somebody to take control, and let him ride along for a little while. Do it.
5. Laying Everything on the Table…
You're a rockstar. Keep that fantasy. Don't tell people how broke you are, that you're still living with your mother, or anything else that breaks the image of you fans have in their minds.
One of the reasons people like music is because they have the opportunity to live vicariously through the people they are listening to. When you are on stage, they're up there with you. When you're on the road in your tour bus, they're riding shotgun. Don't take that away.
Give them insight into your life and what it's like in your world. However, be selective with the details. Always remember, you're selling music, but you're also selling a persona.
4. Thinking The Key to Success is Musical Talent, Money, or Looks
Yes, if we're talking about pop music, MTV, or the major label system, a certain amount of a contrived "image" probably helps sell records.
Obviously, money helps things. And it's always good if you can sing.
But it's not "image" that gets somebody on MTV, it's marketing. It's not good songs that get people on the radio, it's marketing. And it's not money, although it helps. It's marketing.
You can play well, have money, and look like a model, but if you don't have the marketing to back you up, none of it matters.
You know what? If you do have a good, solid marketing plan in place (and you're using it), everything else doesn't matter so much.
3. Giving Up Power
Keep control as long as you can. Yes, a major label deal will give you opportunity that being on an indie label won't. And a professional manager has connections that you don't.
But when you sign with these guys, you're handing over your career to somebody else. Nobody cares as much about your career than you do. When you and your talent are the most important commodity you have to offer, do not give up your power easily and without a damn good reason.
Your music is worth something. You are worth something. Think of your career as being "virtual real estate" which, if marketed correctly, will pay dividends for years to come. So, treat it like that.
2. Jumping at Every Opportunity
You don't have to say yes to everything. In fact, sometimes, saying no to something can be more beneficial to your career than saying yes.
Why do you say yes to things? Take a look at your standards and make them higher. As an example, just because a club has a PA system doesn't mean that it's worth playing there.
There are some gigs that just aren't worth playing. There are some
connections that just aren't worth developing.
When you say yes to something, especially something that takes your time, you're saying no to everything else. Leave yourself open to saying yes to the opportunities that really matter.
Trust your own judgment. If something doesn't feel right and you want to say no, it's ok to say no. At that moment, you may worry you're passing up a great opportunity and will be missing out. The reality is, better opportunities (that are a better fit for you) will come and you will be ready for them.
1. Not Getting Help
You don't know everything. This business has been around for a long time--long before you were involved.
Read books, get advice from people who work in the industry and keep studying every aspect of the industry.
Don't be afraid to ask for help. You can bypass a lot of the problems you're likely to run into simply by asking people who have already been in, and dealt with, the situations you find yourself in.
Remember this:
Time is worth more than money. You can always earn more money, but you have a limited amount of time.
Don't waste your time. If you don't know something, or need specific help, don't be afraid to pay somebody to help you deal with whatever obstacle you face. Don't let anything stop you from having all the knowledge and know-how you need to have the success you aspire to have.
Kurb is a New Zealand based media promotions company providing a regular blog on digital promotion, marketing digital content and creating revenue from new media online.
Kurb also provides online promotion and revenue management services for musicians bands and artists internationally.
http://www.kurb.co.nz
http://www.myspace.com/kurbpromo
http://www.youtube.com/user/kurbpromo -
http://kurbpromotion.wordpress.com
http://kurbpromotion.blogspot.com
http://www.squidoo.com/kurb
Kanarek - Psychedelic Fusion; Hollywood/Toronto
Golpe Con Classe - Hip Hop/Latin; Spain
Cut The Bull PR - Publicity and Artist Representation, Hollywood
Al Walser - Pop/R&B; California/Liechtenstien
Phoenix Block - New Wave/Electropop; Florida
Ganga - Chill Out/Downbeat; Denmark
Now . . . You Die! Metal / Crust Punk; Melbourne, Australia
Koshowko- Electro Pop; Melbourne, Australia
Auckland Painting - Residential and Commercial painters; Auckland, New Zealand
The Embassadors - Jazz; International collective
DJ TKD - Hip Hop; New Zealand
Element - Hip Hop; New Zealand
Azumuth - Rock; Melbourne, Australia
Roger Greenaway - A/C; Wellington, New Zealand
Murrays Chosen Few - Classic Rock; Australia
Romantech - Drum'n Bass/Downbeat; Auckland, New Zealand
Monday, April 14, 2008
April update: music / band / artist promotion news and bits
April Update: music / band / artist promotion news and bits
Hey all been so busy recently just a quick round up of some of the most interesting commentary on the digital promotion and digital music front
Awesome new blog series warming up from our very own kiwi online music guru, Andrew Dubber at http://www.newmusicstrategies.com
Answers to 100 questions he gets asked about music and the internet regularly . . . looks like it's gonna get good, so check it out.
BOB BAKER ON THE JAY-Z / LIVE NATION 150M deal:
Ask yourself these questions ...
- Where is there an intersection between my style of music, my fans, and the supporters of a business or organization?
- In what way could I use my music to help a company connect more with its customers?
- And how might they help me in return?
It's an amazing era. So ask the right questions ... and you might get some amazing answers!
BOB LEFSETZ ON THE MYSPACE MUSIC DEAL:
If this had happened even one year ago, it would be considered a big deal. But at this point, with iMeem streaming music, with music available free, with major labels having less power than ever before, it merits little more than a shrug.
Now Mark Zuckerberg [Facebook] may have been revealed to be a barely pubescent money-hungry twerp who doesn't really care about his users . . .
For those who haven't heard, Myspace Music will be relaunched in a few months all kitted out to make money selling stuff – downloads etc,and through ads etc. the point is that all the majors are on board and common dissent suggests, everything that once was great about myspace being a place where little guys still had an opportunity will be compromised as fox network, Myspace's parent company, plays to the majors desire to head off Apple Itunes domination of the download market and online revenue.
I think what we've got to be ready for is that the computer industry could swallow the music industry whole at any point, and that's what I'm preparing for!
Things could totally change very quickly if Apple or other Tech companies decide they want to play hard ball with the music industry. Vodafone is now selling more singles in New Zealand than anybody else and bloggers around the world are talking about it . . .
Which should be proof enough that changes are underway and yet the government agencies, established local labels, artist platforms such as amplifier and the artists themselves lag behind in their efforts to create a dynamic online environment for
This obviously doesn't concern me a GREAT deal because over 80% of my client based is overseas.
Here's another exceprt. I'm sorry. I know I should be working harder to credit my sources!!!!
"Whenever writers try to explain the collapse of the music industry, they inevitably blame the labels themselves; they point out how wasteful and inefficient the corporate structure was at places like Elektra and Chrysalis, and how unfair it is to charge kids so many dollars for a disc that costs pennies to make, and that modern consumers have come to the realization that 'music longs to be free.' This may all be true, but I'm not sure it's a viable explanation for things like huge layoffs at Def
People didn't stop buying albums because they were philosophically opposed to how the rock business operated, and they didn't stop buying albums because the Internet is changing the relationship between capitalism and art. People stopped buying albums because they wanted the fucking money. It's complicated, but it's not."
This is why at kurb im always on about alternative revenue. Things are going to get real sad for parts of the industry soon, all the money caught up in the sale of copies is just going to disappear.
A lot of businesses that don't adapt will go bust and people are going to lose their jobs. I'm not sure whether or not many music industry bloggers know it, but they sure don't mention it.
I make CD's and DVD's for a living. I know all about CD's, I know I will still make CD's for a few years yet, but there will be no success stories about bands that sell lots of songs. Downloads, CD's or otherwise.
The success stories will be about the bands that found some other way to create value and get out there. And the musicians who eat will be the ones who found a hundred different ways and things to sell to make a dollar.
interesting feature at Portfolio.com
Future Pop by Jeff Yang
Mar 27 2008: CDs are dead, and Korean impresario
Highlights
"In meetings with music labels here, they talk to me about releasing albums," says Park. "They can't accept that there's no such thing anymore. Where I come from, CDs are nothing—they're just souvenirs. I tell them, 'Wake up!'"
"In
Read this and say YES:
"It's the artist as brand: In
"Fans of the group can buy tickets for their live concerts at $110 a pop; purchase a growing array of their merchandise (the names and faces of top K-pop stars adorn everything from $5 phone cards to $500 cell phones and music players); download ringtones featuring their songs ($2); and even make bids on a charity auction for a dinner date with the girls on the popular social-networking site CyWorld (five fans paid between $3,800 and $6,000 for the privilege last year). And if all that's not enough, fans can always tune in to the Wonder Girls' reality TV series, now in its third season as one of MTV
Kurb is a New Zealand based media promotions company providing a regular blog on digital promotion, marketing digital content and creating revenue from new media online.
Kurb also provides online promotion and revenue management services for musicians and artists internationally.
And the best value fast turnover physical media services in New Zealand including CD / DVD duplication and poster services. Our physical media services come with free graphic set up and support, free delivery, and free promotions advice and support for musicians.
http://www.kurb.co.nz
http://www.myspace.com/kurbpromo
http://www.youtube.com/user/kurbpromo -
http://kurbpromotion.wordpress.com
http://kurbpromotion.blogspot.com
http://www.squidoo.com/kurb
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