Content IS Promotion: Internet Music Marketing presentation

Hey thanks to Jason @ Depot Artspace and all those who came along to hear my very first presentation on digital music marketing and stuff.

As it turns out I get more than a biscuit. But the important thing for me was really some points I can make – as I often do – that are relevant to artists and one of the most important things I’ve been talking about recently but had to quickly skim because my talk was damn near 2 hours! Definitely room for improvement there. But I did feel good that even though I went on way too long and had to skim some of most important stuff about engaging fans and monetizing fan relationships, most people stuck around even though I went on and on.

The fact is, that online music promotion is complicated. You can catch up with some of those posts in my 7 part series here:

Part 1 is here: In digital we trust - preparing for digital music marketing and promotion

And part 2 is here: Are you ready? Content you need for your digital online promotion campaign

And part 3: Google and the importance of words on the web: more “who’s going to write our blog copy” now then “who’s going to direct our video”

Part 4:  Getting your head around using social media and web 2.0 to promote your music

Part 5: Setting up a music artists website

 Part 6: Music Artist Website promotion: Marketing and Sales

Part 7: Music Artist Website Promotion: Engaging, EMail and Monetizing

And don’t forget: Our new artist community has launched @ http://www.newmusicmarketing.com - it’s still free to join in July and we’re starting to add new in depth content already.

 

 

So in a lot of ways for me this presentation was a bit like a gig – and though I don’t see myself packing out stadiums at $50 a head for presentation talks on online music marketing - like most gigs when you’re starting out, it was an opportunity to get experience engaging deeply and in person with an audience.

I knew it was an opportunity to develop my presentation skills. Now there’s a reason that this applies and that’s not just about developing my skills as a performer.

It’s about the growing power of audio and video to provide a platform to really connect with a large, focused digital audience.

That means although there was an opportunity to improve my performance – which is really important for musicians, more so than for marketers – it was the knowledge that there would be a lot of power in digitally distributing this performance.

I knew there would be audio taken at the event and that I would be able to get into doing some videos based on the presentation content aftwerwards, and syndicate those videos (if theyre decent!) out over multiple online channels thus multiplying the effectiveness of my efforts.

Also it raises some points about how you engage.

There was some mention that I didn’t really use my talk as a platform for Kurb. I’m not one to shy away from a marketing opportunity, but this was about creating positive engagement.

I could have talked up myself and what I do, but there really is no substitute for value. If people who engage with your material walk away thinking “Wow, that was really good!” Then most of the work is done.

And that’s what it’s about. By just focusing on being as good as I could be and giving value to the audience . . . they know who I am, they know what I do, so will those who hear the podcast and watch the videos. The rest will just follow.

A lot of top bloggers can come across as quite sanctimonious and holier-than-thou when they talk about engaging audiences using new media. It’s all very well for them to talk about high quality, high value when they’re doing 5 figures a week and you’re still working your crappy job.

But I made a fresh assertion during this presentation when I said that “content IS promotion” during this talk, because every piece of high quality content is an opportunity to engage with your audience and advance the relationship.

When I think about all the work I’ll be doing on my videos over the next few days, and waiting on the audio stuff from Jason, I know it’s hardly going to convert directly into big profits and opportunities. (well, it might)

But I do know that it’s going to create opportunities to engage my existing audience as well as drawing in new people from around the world who are interested in the way I do business with and for musicians. If more people are going to get more value from this content then it’s going to foster relationships that lead to profitable interactions.

I emphasised this in different ways in my talk, but I know, especially when I get a frantic email or call from a musician that though many people do connect with my blog, my bulletins etc. and that’s been great, video and audio content gives you so much scope for real engagement and real connection.

This is how I’m talking about engaging fans.

It is the 80’s again – without video you could be losing your edge in your ability to connect with people about what you’re doing.

I kept on thinking about radioheads New years webcast which I checked out in regards to these videos I’ll be working on.

I’ll admit I do tend to avoid listening to a lot of music and watching a lot of music video simply because I am very easily influenced. But given the massive buzz around Radiohead, I couldn’t help it!

And watching their webcast we could see the way that Radiohead make their music, as they performed it in their own rehersal/recording space, we could see them performing with passion, we could see that their drummer does look kinda weird, like drummers do, but he’s definitely into it. On the stroke of midnight they stood around in the pitch black freezing cold in a field outside the studio and did an acoustic version of one of their songs.

Their was some weird kinda arty stuff and short poems between each song.

So long story short, I was engaged. They got me, and here I am, responding positively to the free secondary content from radiohead I engaged with.

Radiohead perhaps had some deal for the webcasting of the video but really, there wasn’t big money in this webcast for them. It wasn’t about sales and marketing, it was about engaging fans with content, and letting the rest take care of itself.

I think for those who purchased “In rainbows” it would feel like a bonus, but the flip of that was that for those who didn’t purchase “In Rainbows” it was a step forward in building that relationship through engagement with content to a point where that could certainly happen under the right circumstances.

For those who did purchase John Reese’s “Traffic Secrets” they probably felt they already had received much value in the free videos they watched, paying for the full program was just a follow through.

I’m going to be putting up notes from my talk on my blog soon – both from my hand out and from my own extended notes . . .

Because we all know – more content – more words – more love from google – more opportunites to engage with content and foster relationships and interactions that lead to monetization.

Just like John Reese says: “Own more of the net!”

And Matt Turner says: “Content IS Promotion”

 

Kurb is an online promotion company specializing in digital music marketing and artist management.

Follow our blog at http://musicmarketingblog.info for cutting edge web promotion as we launch http://newmusicmarketing.com - the exclusive artist community putting artists in control of their online promotion and revenue management.

Within New Zealand we also provide low cost and hassle free CD DVD duplication and printing as well as poster design print and placement in Auckland.

kurbpromo@gmail.com

http://www.kurb.co.nz

http://www.myspace.com/kurbpromo

http://www.youtube.com/user/kurbpromo

http://www.twitter.com/mattnz

http://www.cd-dvd-duplication.co.nz
http://www.aucklandposters.info
http://www.kurbartistmanagement.info
http://www.newmusicmarketing.com

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

Online promotion: it's all about content

Right in part 2 of my new blog series from my latest research - well it's not really research its more of a successful experiment which I am extrapolating on i.e. doing more of.

Yay I'm on the observation post team for NZ musician now. I guess I'll have to tone down the buy buy buy angle. Oh and the spam spam spam angle.

But see I see Kurb as like uhhh the mighty Totara, that we might, like mad Vikings, board our cyber wakas fashioned and hewn from the technology of kurb and set forth to conquer far off lands with our antipodean sound – except thanks to kurb, you don't actually have to leave the house.

I live only a few blocks from The New Zealand Music Industry Commission. Man, if they gave me one of those $50,000 grants they're always giving out to the household names to get radio play in europe I could put every kiwi artist on myspace on a kurb online promotion plan – then we'd really see some developments!

Btw there's a reason I never talk about getting NZ on Air or creative NZ grants. You're better off looking for fairies and leprechauns in the back garden. Maybe Kurb should develop an artist strategy package for that also.


Cheers for the connection with Kurb.

Supporting musicians with successful strategies on a budget.

Kurb is NZ's leader in online promotion strategies for artists and creative projects plus we offer the cheapest
CD/DVD reproduction and posters available.

Come by our page, theres plenty to pick up about new developments in the music industry in our blogs and theres a whole lot of free info and articles at our self promotions hub. Get some scope checking out our overview of online promotion strategies and if you're interested our artist packages or brand new campaign packages including CD's, posters and a dedicated online distribution, promotion and video marketing program.

All the best with your music, from Kurb
For direct enquiries get us on gmail as kurbpromo
.....................
Kurb Myspace




Your online promotion strategy: Its all about content.

Whattya mean "Content"? Y'know, stuff!

Well theres primary content. That's your music (kinda) and your gigs and your merch. Where your earn is. I don't deal with that stuff. I make CD's and posters and I can put you in touch with engineers etc. but basically all the promo stuff that makes you seem cool – your words, pictures, website and profile designs, videos, that's your secondary content. And it's my jobe to make sure thousands of people see it.

Remember what I was saying last time about how if your content is good and they can get it, then people will like you, and you'll make money? Oh but remember how I said – if people can find you amongst all the "access"?

I think what I'm really trying to reinforce to you is that my end of things – the bit where everyone finds out about you – that's sorted. Just leave that to me. But sure, so if I can make 10,000 people watch your video, what if your video is crap? Or worse, what if you only ever do one decent thing and people think you must have died? I mean I'm open to strategies but . . .

I said do you want to get famous and make money not doing some normal job or not?

But it is kinda why I've launched the 3 month thing because if we wanna build your fan base up in a way that's real we gotta put some work in! Even if you're amazing it'll take 6 months at least.

I think I'll do a post "the cost of fame: $NZ2000".

Which brings us to the subject. People want cool stuff. Stuff that grabs them, cool stuff they can enjoy, stuff they can feel cool telling other people about. That happens so quickly now its insane.

People come to my blogs. I'm tip toe spamming round some of the biggest internet communities in the world linking musicians I've targeted to my blogs and they're coming and they're liking and they're linking and googles reading the links and the blogs are coming up on searches and people are clicking the links and googles reading the behaviour and next thing Kurb is beating out huge established companies in NZ for searches on "online promotion" AND "cd duplication" and "postering".

THIS IS WHY BLOGS ARE MASSIVE. Because Google pays attention to them. Those little google spiders read EVERY WORD.

Helps if you've got 20-odd like me, but I'm lazy I should really get another few hundred up and running.

I can't tell you all my secrets. But if you can get into the habit of writing about cool stuff that the kind of people who listen to your kind of music like at least once a week, y'know, 2-300 words - you're gonna have something to work with even if you don't work with us. Just make sure you put your links! Back to your website! You do have a website don't you? Oh then make your wordpress blog your website then, shit!

Seriously. Did somebody say "Radiohead"? Your website is now MORE IMPORTANT than your CD. And having your myspace as your website is basically like having a cd without a case. It looks unprofessional and things will get messy.

Your myspace is (or bebo if you're a teen act or facebook if you play to the discerning crowd) the doorway to well exactly what youtube calls it – your channel. A place where you're engaging them on your own terms. Myspace is like the gig. Now invite them back to your place and make it personal.

It's totally like "Like our myspace? You should totally come back to my site and check out our band – we've got downloads and everything, it'll be crazy. I've totally got this blog about like, the craziest gig we did ever its like got pictures and everything. Just leave your email if you wanna know when the video for the song we wrote about it is up."

Now doesn't that just sound like a bunch of dudes?

And now I'm talking about videos! Videos are different from blogs – they're not special in a jedi geek way like blogs are because they're not text, google spioders can't "read" them, they don't link, they don't tell google anything. But videos . . . they sure say something.

As I'm moving onto in part 3, people don't want to pay for your CD!! How do you think you're gonna get paid? They're just gonna throw money at you? Why does rich come before famous uh "syntactically"?? If it ever did in reality it certainly doesn't any more.

We're gonna have to work – I can get these people to you but you've got to really get to these people about who you are, what your music is and what it's about. It's gonna take more than one cool video to make them part with their cash, but if you're the real thing it'll happen eventually.

If you are the real thing then let people know. Blog about it. Film it. Sorry to be old balloonhead over here, but when it comes to internet campaigns I'm the real thing and that's why I go to the trouble of explaining that the experience is real, and people who pursue this information connect with it and they want to be involved. And they want to spend money. Your music works in the same way. We do business on the internet now. Trust = earning.

And if you've already got well recorded songs and you know you're ready to start blogging and making videos and keep doing it then as I say - write the cheques and leave the rest to me. Then you'll have plenty of time to make videos and blog posts. Being an industrious fellow I'll probably be able to do both of those things for you as well soon enough.

We're already working on our studio set in the garage so we can start filming, bringing content live that people can connect with. Do you think I'm going to be dropping 5k every time I want to make a shitty little clip for youtube? And being all "Te Irirangi Motu" on it? Don't hold your breath.

Have you seen youtube? People record themselves in their rooms talking to shitty little webcams. And they get famous. People are engaging this shit. Video does so much more than blogs to break down the anonymity of the web and create bonds, connections, whatever - for creative and thoughtful people theres endless ways to use video to bring character to your musical identity.

This is what media is all about. Some people love the tight playing, some people love the style, some people know all the lyrics, some people think the bass player has a real attitude and great hair. How are people gonna get that message if you're not sending it? And I mean every month because you know they'll just forget if you don't remind them.

So.

See the way media is converging – as a musician you've got to see the SERVICE you provide as part of a larger product which is an experience. To have a career in music these days – well we knew when video came along it was less about the sound - now promoting yourself as a musician on the internet is about promoting yourself as an experience! When people believe in the experience, when you've provided someone with the experience of the music and what it represents and it's real for them . . . people want to feel closer to that experience, and that could mean as little as buying the T shirt. Or the box set. And they're gonna be there next time you play, and they're going to bring all their friends.

That's what happens when people discover something real amongst the shit. They hold it up. They say, "look what I found!"

So when it comes to providing content as the engine of your online promotions campaign remember that now, what you're providing is more than ever, more than a sound, more than a catchy tune, it's an experience, it's a way of life.