digital music promotion on the internet: The quick guide

1 THE DIGITAL REVOLUTION

How is digital technology changing the music industry and how soon can we expect these changes to impact the way we can make money from a career in music?

The music industry is fine. The recording industry that has dominated the music industry until now is not.

More opportunites represent more competition.

How Record labels dominated the old music industry:

*Ways music made money: CD’s, Touring, Merchandise, Endorsements/Appearances, Publishing, royalties and licensing.
*Record labels: Controlled recording, manufacture, and promotion (media)

*Music was released in album format to maximise revenue

How the digital revolution is a fundamental shift in the music business

* The physical product of music that was manufactured copies on CD, cassette, and LP now can now be distributed and copied without cost.
* The musical industry was often arbitrated completely by a handful of music corporations known as the “major labels” now artists can connect directly to a mass of fans

* Mass communication and marketing controlled by mass media, now users/fans control online media by choosing what they care about

The digital revolution in the music industry is the first of many digital disruptions to hit major industries.

* dramatically reduced recording and production costs

* need for physical distribution eliminated
* power of traditional media in decline due to growth of online information and networks

The growth of independent music began before the spread of the internet in 1990’s effected by:

e.g. CD Baby, music buyers bemoaning “album filler”, artists bemoaning contractual obligations to labels, Independently successful artists such (e.g. Ani Defranco) and local co operative scenes (Dunedin, Seattle, Jamaica, Detroit) creating niches and the long tail of consumer choice.

Changes and what we can expect in the future:

Important: The digital revolution is inevitably changing the music industry, how quickly the changes are effective is the question.

- Physical purchases still account for 90% of all revenue. But download revenue is expected to surpass that of physical sales in 2012
- All over revenues from recorded music are expected to continue to decline at roughly 10% per annum
- All major labels have cut staff in response to declining revenues. EMI has recently shed 2000 jobs.

So physical music products are still likely to have a market in the future though sales and profit margins will continue to decline.

My personal opinion is that:

- the value of recorded music will continue to decline until it is absorbed as a service
- the traditional label format will decline in favour of independent or loosely affiliated groups of artists and related service providers (like myself)
- the relevance of the album format is tenuous

These concepts are all open to innovation around new ways of creating value for consumers. When someone perfects a better way that works consistently the old model will crumble. What is that better way?

2 HOW TO BECOME A REAL BIG FAMOUS ON THE INTERWEBS

Digital Content Checklist for an online promotion campaign

Mp3’s - Record and encode your songs.

Bio - Words for Google, god of the internet. Who and what and where for fans AND Google to understand.

.Jpg - making a connection as a real person and branding

Video - you don’t have to do video (not “A video” but “video” – ongoing video content!) But it’s just like MTV in the 80’s. Now the digital revolution is underway, they will just like people who have videos more, because videos help fans engage and connect, and fans would rather be engaged and connected.

What is the best way to sell my music online?

- Declining value of music vs. speed of change = selling copies of recordings remains viable.

- www.itunes.com - itunes. Accounts for over 75% of all retail downloads. The future of the download market is currently tied to itunes.

- Online retail is just like physical retail: you can sell your music in as many shops as you like but you can only pick one distributor

Credible choices for online distribution:

www.cdbaby.net CD Baby is great for including physical distribution for unestablished artists

Pro’s: Physical distro, flat fee of $35, reputable company, handles processing

Cons: Have to send 5 physical copies of release to US, take 15% of sale, up to 2 months processing

www.tunecore.com Tunecore provides great online service for artists with established fan bases

Pro’s: 0% commission, single release option
Con’s: Ongoing fees, store by store fee, no physical distribution,

Storefront widgets – E.G. www.nimbit.com 3^rd party applications for retailing across web/social platforms.

Amplifier + Trademe + Local distro: www.amplifier.co.nz , www.trademe.co.nz , www.smokecds.co.nz

- The importance of servicing local niches and local connections

- Building fan relationships on NZ’s most popular local website 1 by 1.

Whats the big deal about social networking and web 2.0?

Social media is content, and content is promotion. “owning more of the internet”

Social networking for google: remember keywords and keyword rich backlinks

OMD + free mp3’s

Old school daddies

www.download.com
www.mp3.com

www.soundclick.com

www.mp3.com.au

New school laddies

www.reverbnation.com

www.garageband.com (ilike)

www.last.fm

THE MYSPACE STORY

Myspace changed online culture and made the internet (social media) mainstream. internet hasn’t quite overtaken television as teenagers main media source but will do so in the next 2-3 years. Myspace despite it’s recent decline as a social destination is still the no. 1 music website in the world.

Layout: Keep it modest and don’t over reach. Beware pre-made custom layouts. The function of your Myspace is a showcase, a shop window display, an advertisement. Keep it functional and outcome focused – direct your traffic (ie “check out the new video” “sign up for our mailing list to be notified of our next exclusive mp3 giveaway”)

- use your title and display image creatively (think about your vanguard + first impressions)

- bands ramming their downloads and merchandise down your throat doesn’t feel right – build relationships

But what about promotion? What about the getting an edge in Social media?

Promotion: Is content. Is having something to say. That is, hype is dead. Feed out content. Create access. Destroy friction. Syndicate

Spam and promotion: Don’t try this at home - Its about them not you. Permission marketing. www.sethgodin.com

*spam disclaimer: “spam” is unsolicited electronic contact and is illegal. When I refer to “spam” I refer to bots, scripts and software that automate communication tasks. Bands should refrain from engaging in legally dubious attempts to contact unqualified and unidentified targets unsolicited.

You’re not on social networks to Sell your CD. You’re there to make friends, to have fun. It’s about engaging attention and turning that attention into a connection.

Rule #1 of social media: engage your audience where they are. Manage time SM commitments

- but engage highly qualified local niche sites: www.punkas.co.nz , www.bassdrop.co.nz

Social Networking: Myspace, www.facebook.com , www.bebo.com ,

- interacting, engaging and joining the conversation ( I don’t want to buy your t-shirt . . . yet!)
- sub networks and sub communities – engage niches within broader networks

Video: www.youtube.com, www.revver.com, www.megavideo.com,

- the importance of tags in internal searches, links, bio
- automated distribution and tubemogul
- future video revenue?

Microblogging/Micronetworking: www.twitter.com

Social Music sites: www.last.fm, www.reverbnation.com, www.garageband.com , www.Imeem.com

- Aggregation of user data for recommendations (last.fm)

- Widgetisation and 3^rd party tools (reverbnation and ilike)

- streaming royalties (last.fm, reverbnation and Imeem)

Social Bookmarking: www.stumbleupon.com
- Bookmarks your favourite webpages for public use. Aggregates user data. Google juice tool.

Socially organised information: www.wikipedia.com, www.squidoo.com

RSS, P2P and Podcasts

- RSS, content syndication and www.feedburner.com –
- P2P, peer sharing networks, www.limewire.com etc –
- Podcasts, enclosures, Itunes + podcast networks –

Free Blogs: www.wordpress.com , www.blogger.com

Whats the best thing I can do right now for my music? Write another blog post

Little blogging: Owning more of the web

Big blogging: Creating a channel for content delivery and audience engagement

PART 3: CREATING REVENUE ONLINE

YOUR BLOG AND YOUR WEBSITE – WHAT’S WHAT

- building search presence, building revenue sources, building engagement with audiences

Do we really have to write a blog? No. But promotion is content. You engage online audiences by feeding content through your online channel and accumulating online presence and a blog is in many ways a website that has been optimised for regular, frequent and ongoing delivery of content in order to engage.

How can I use my website to build a career?

Your website, blogs and social networks allows you to build contacts, create revenue and build a career without having to gain “old model” industry acceptance.

Being consistent (consistently improving) + prolific is essential, as will engaging new technology give you the edge in digital promotion.

1 - Setting up your website

Domain name – keywords vs. branding: www.godaddy.com , www.1stdomains.co.nz
Hosting – www.hostgator.com – also www.bluehost.com and www.inmotionhosting.com

WEB DESIGN – contact kurbpromo@gmail.com

- issues of control and “independence”

- The digital revolution and evil technocrats who charge too much based on your ignorance

- web designers vs internet marketers (metatags, flash design)

- CMS (content management system)

2 - Promoting your blog and website

- What matters to google: keyword content, age + updates, and backlinks with anchor text

- Social Media which we’ve discussed
- leveraging content for promotion (www.ezinearticles.com, www.scribd.com )
- leveraging secondary services and products for promotion (ie ebook / widget – is for advanced users!)

- Advertising (Is for advanced users)

- offline crossovers (engage them!)

3 - Developing your website

- your website is a channel

- brand for engagement

- unique propositions create engagement

- foster community and interaction

engaging fan relationships: Email Lists: www.aweber.com, www.fanbridge.com, www.phplist.com
- building a unique value proposition around an emailing list (or; is the future hard?)

How and when are we going to get money from the internet?

We know the music industry is moving online – how will musicians profit and when will technology make new income streams viable?

- is the music industry converging into a greater digital content industry (e.g. rock star, guitar hero)

- What and where is the value of music going to be in the future + how can I capture this value

Diverse products, services and price structures
- Nine Inche Nails
- Korean/Asian Music Industry
- ringtones (www.myxer.com )

Really really get open minded about leveraging what you have to create new services and added value

Monetizing Ad supported content: www.adsense.com , www.problogger.com, www.we7.com

Brand expansion
- merchandising
- endorsements
- sponsorship

Leveraging Email lists, affiliate marketing and monetizing relationships
- fan supported models
- affiliate offers and niche storefronts
- high value commissions vs. low value music copies

Building and monetizing online communities
- web 2.0, c2c, facilitating access and community interaction, user generated content
- 1000 true fans
- gated communities and flat fee service access

- Licensing, publishing, royalties and synch fees
www.rumblefish.com , www.pumpaudio.com

- online publicity (not officially endorsed by Matt @ Kurb!)
www.radiodirectx.com , www.musicsubmit.com , www.sonicbids.com

My favourite blogs:

http://www.sethgodin.com – this one is a marketing one but its so good!

http://www.newmusicstrategies.com

http://www.musicthinktank.com

http://www.mediafuturist.com

http://www.bob-baker.com

http://www.sivers.org

Don’t forget to check out the new kurb artist community @

www.newmusicmarketing.com

www.kurb.co.nz for online marketing, budget cd and dvd services, budget postering services

And stay up to date with my blog:
www.kurbpromotion.wordpress.com / www.musicmarketingmanagement.com

Sign up now! Kurb Online Music Management Clients are Getting $US250 Worth of Free Advertising

Yes that’s right.

When I say that Kurb is an outfit preparing artists for the future, I seriously mean it.

When I’m talking to potential clients I always emphasize that it’s not just the technology we have access to or our experience in digital and web 2.0 strategies.

It’s not even just deep awareness of opportunities that are becoming a reality due to the digital revolution.

It’s that me and my team – yes, that’s a team now as we welcome Altaf on board who will be our new specialist Myspace and Youtube promotions person, which means more time for me to work one on one with artists developing strategy and Altaf being the man who executes said strategies on Myspace and Youtube.

But as I was saying – I was stressing the point that we are the ones who are online day in day out ready to jump on top of the opportunites that are opening up everywhere in the digital economy.

Kurb is the digital early bird getting the juiciest worms online.

That’s why I’m really excited to be offering our clients a free $US250 facebook pay-per-click ad campaign.

I’ve touched on pay per click advertising before with google adsense (for content providers) and adwords (for advertisers) and how it is the most effective form of advertising due to the way it can be targeted and that you only ever pay when someone actually clicks through the ad to your website. That is you only pay when your ad has been effective in getting someone interested and you can see why this is the future of advertising.

100% of my marketing budget (which is fairly modest given that I am afterall, a marketing expert) I spend on PPC.

I also insist when working with clients that although ppc marketing, when you use your head a bit, can be extremely effective, you need a bit of sales nous.

Getting a hundred people to come to your website is only going to be effective if you understand how to convert that attention into value, which maybe as simple as selling them something, or maybe building a relationship thats a bit more complex.

The point is that all kurb clients are getting the opportunity for $250 worth of free advertising.

Did you know that could equate to up to 2500 targeted clicks through to your website? And don’t forget this is Facebook so you’ve got the middle class 18-35 market nailed. Gee what if that turns into 250 new fans? Not bad at all!!!

Of course further good news is that technical clouds we’ve endured attempting to launch our brand new artist community seem to be clearing, we’ve got Altaf on board taking care of Myspace and Youtube, The http://newmusicmarketing/ site should be launching in Beta next week SO . . .

If I were you I would get an email off to me at kurbpromo@gmail.com so we can start discussing your online strategy, pronto!

Packages that have just now reopened for the first time in 6 weeks start at

US$500 for a full 3 month online campaign

While we still have an ultra special starter pack deal for New Zealanders @

NZ$400 for a basic 3 month digital coaching consultation period


And of course for those are hearing what I'm saying and understanding how important it is for artists to get involved now with the kind of stuff I'm talking about - creating a dedicated online promotions and revenue strategy - we're launching a new artist community for resources and tools at http://newmusicmarketing.

It'll be free for an initial trial period, and then be $US37 p/month from that point though I may consider a special $NZ37 rate for kiwi muso's.
If you are one of my clients expect an update in your email soon giving you instructions on how to grab your $250 worth of free facebook advertising, and an update on how things are getting moving again with our expanded staff and new artist community.

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.

Social Media and Your Music: Basics of Online Music Promotion part 4

Alright it’s time to get on with our “getting your head around the online promotion” series.

In the first three parts we looked at the basics and getting prepared. We talked about being ready to be patient and work steadily, we talked about getting your stuff ready, and we talked about the importance of words.

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/

And part 3:

http://kurbpromotion.wordpress.com/2008/06/19/getting-your-head-around-digital-music-promotion-part-3-not-so-much-“who’s-going-to-direct-our-video”-but-“who’s-going-to-write-our-blog”/

Today we’re really kicking this thing off.

So we've got all our digital cotent ready - it’s time to get to some uploadin and some profile makin’.

Now you know I ALWAYS say your website is most important but that’s going to need some proper attention in a whole other post coming up, because you must dedicate serious attention to your website as a place for doing business in the future, so you have to go about it sensibly.

But kicking off your social media promotions and building your network is easy and something you can and should get started with straight away.

Now there are many different types of social network sites so what I am identifying are all those sites where you can create an online profile for you or your music outside of your own website – on somebody else’s website.

The sites I’m talking about today – and yes I mean myspace, facebook, youtube, etc. are social sites where large numbers of people are coming everyday to interact with content and each other, so it makes sense that you should give yourself the best opportunity you can to make this new media phenomenon work for you!

In one way you can think of these websites as channels – entertainment channels that you can participate in, just like your website is your own little channel, but when I’m talking about using these sites for promotion I often suggest these sites as “doorways” which lead back to your website where you’re much better placed to create more valuable interactions based on the attention and connection you can create amongst your audience there.

So what you’re doing here by joining and participating in these social media sites is opening up these channels, opening up these doorways back to your website by giving people are little taste and then gently guiding them towards a positive outcome – at first that will just simply be listening to the song and hearing the story of the musicians behind it, but then you will advance to providing value to a point that you can get an email address or you can succeed in encouraging visitors to download a song so they are at least taking something away from the interaction they’ve had with you.

Okay so setting up your profiles should be pretty straightforward because you’ve got everything ready:

Your mp3, your jpg, your video, your bio, so y’all just go ahead and upload them!

Myspace – artist sign up in the top right corner of the music section

Facebook – register as an individual, or a persona, then create a “facebook page”.

Twitter – generating heat. Do as I say.

Now you see this is why I’m so excited about the artist community is because inside the community I can have a full and fully updated exhaustive list of all the social sites that are worth using and what to consider when doing so.

You see some sites are only worth doing – or particularly worth doing – if there’s a certain vibe on the site for the style of music you do.

But all the big main ones should be covered, and I will also have plenty resources going into what to consider at each stage of developing each profile in relation to what platform you’re using.

Here’s my latest list of all the ones you should sign up for even if its just to make sure you get dibs on your user name or personalised URL.

Video: Youtube

Social Networking: Myspace, Facebook, Bebo,

Microblogging/Micronetworking: Twitter

Social Music sites: Last.fm, Reverbnation, Soundclick.com, mp3.com

Social Bookmarking: Stumbleupon

Socially organised information: Wikipedia, Squidoo

Blogs: Wordpress, Blogger

So signing up for all these sites will probably take a night or two, what’s it supposed to do?

Well it’s like this. You know that you have a website or at least that you should. It will most likely take a lot of hard work to build your website up . . . let me be straight up with you – like a year or something!

So let me mention it now unless it's not obvious - make sure your profile links back to your site!

But jumping on a social network site is you going to where there are already people hanging out cruising round looking to check something out and they’re probably not going to come across your music otherwise unless you are where they are.

But it’s just like any party, and the social web 2.0 is one big party. If you just stand there, no ones going to talk to you.

So first it’s going to help if you look the part. You did upload all that stuff didn’t you? The songs, the bio, the video, the pictures? It doesn’t matter if your profile isn’t all fancy because you’re going to look like a half ass if you don’t have everything looking like you’ve at least made an effort.

I’m going to have to keep the intricacies of profile presentation and specific techniques that we would use when working with clients on social accounts under wraps but I will stress –

This is web 2.0. And a social network is just like any party or gig, you can’t just stand there, you’ve got to get involved, you’ve got to participate alongside those that you naturally affiliate with.

Facebook is a classic example because it's not as easy to engage as on myspace so you’re best just to jump into the groups, jump into the forums, find where your communities are gathering on these sites.

Are they gathering around the profile of a similar higher profile artist?

Get in there! But you don’t just walk up and say “I’m in a band!!! Check us out!!!”

Come on! At least try and be cool about it. You know how to be cool don’t you?

Don’t say “please check out our music.”

If you don’t know anything about profiting from interactions then you’ve got to realise that on social networks it’s not about you.

Honestly. You’ve been to the parties, you don’t want to be that guy going

“Yeah new album, new video, got a tour coming up, yeah working on (me), doing (me) it’s a really amazing time (for me, me, me)

Web 2.0 is about them. It’s about the user. Whether they want to participate in what you’ve got to offer is up to them.

And this is the whole thing, the whole chain you begin when you use social networks as a way to interact with new fans, in order to draw them in you’ve got to engage with them on their level. You’ve got to make it valuable for them – or why should they care?

A lot of bands give their music away free now, it’s a reality. Just it being free is not remarkable in itself.

But the social network is often still the beginning of the mission, to draw them in from first contact, to get them to buy in enough to want to visit the website, sign up for the email, download the free song – that is everything because that is the beginning of the relationship between an artist and a fan.

Notice how I described visiting your site as a “buy in”. That’s because in digital entertainment attention is now the new economy, the relationship is the sale.

We can talk about social networking until the cows come how and surely in the

http://newmusicmarketing.com forum we will.

But next in the series is your website and building the artist-fan relationship into revenue there so lets get on to that!


.

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.

spampaign ads, no biggie

Keep your blog fresh ya'll!!! Nothing to see here but a couple of posts from our new spampaign in NZ/Australia.

Like Seth Godin says . . . better to "start a conversation" as they say in web 2.0 marketing and make connections now then to wait til I really need them!!!!

I think there's something empowering about using your marketing to NOT scream "PLEASE PLEASE PLEASE GIVE ME YOUR MONEY"

NEW ZEALAND TARGETED COMMENT

Hey Y’know Digital Promotion helps the environment AND the economy?

Promoting, selling and creating new revenue streams online requires no manufacturing process, and without physical shipment, creates no “carbon footprint”.

As a musician, digital products and services give you access to a global market, and the value that is created comes back to our local economy. Now you don’t need to have industry contacts - build connections directly with fans worldwide.

We’re encouraging New Zealand musicians to get out there, get online, and take their creativity to the world. Develop content on your own websites, develop your blog, develop and expand new ways to connect and create opportunities online.

The future for creative New Zealanders is just around the corner. Make sure you’re up to date with the latest online promo news and tips by subscribing to our digital music promotion blog here on myspace

or Check out our official digital music promotion blog and subscribe by RSS

New zealand digital and web 2.0 marketing services
Kurb online music artist promotion services
cheapest nz cd/dvd services
cheapest nz posters – free delivery

kurbpromo@gmail.com

AUSTRALIAN TARGETED MESSAGE

Hey just letting all the musicians on our list know whats going on with Kurb Music Promotion!

Interested in how the music industry is changing and learning how to create income online from your music? Then subscribe to our blog to be updated everytime we post!

Either here on myspace http://blog.myspace.com/kurbpromo

Or use RSS on our official blog http://kurbpromotion.wordpress.com

Digital promotion and commerce helps the environment AND the local economy.

Promoting, selling and creating new revenue streams online requires no manufacturing process, and without physical shipment, creates no “carbon footprint”. But as a musician, digital products and services give you access to a global market, and the value that is created comes back to your local economy. Now you don’t need to have industry contacts - build connections directly with fans worldwide.

A time when musicians will generate more opportunities and earn more revenue from downloads, advertising and partnerships online than from CD sales is approaching and Kurb is leading the way forward.

Our readers know that new opportunities, techniques and connections being made in new music media and behind the scenes, are changing how artists earn money now and in the near future.

On top of offering free advice on our blogs, we also offer online promotion services supporting musicians one on one with essential basic tools and strategies for the digital era starting at $200 p/month or $500 for a 3 month campaign and we also offer CD duplication and poster printing services alongside.

As a special offer we will be giving away 1000 CD’s and promoting heavily as a free download a CD project featuring bands we work with. Sign up now for a digital promotion package and you will automatically have a song included in this cd.

Thanks for your time, all the best with your music and please get me at kurbpromo@gmail.com

Please check out our site for more info and heaps more features and articles on online promotion.

http://www.myspace.com/kurbpromo
http://blog.myspace.com/kurbpromo
http://www.kurb.co.nz
http://nz.youtube.com/user/kurbpromo