Total Mega Music Marketing and Promotion Advice Attack

by Matt @ Kurb on September 30, 2008

You want to allow a download of something. It’s not exactly gospel but
I think that to a certain extent  people expect to be able to get something

Even if it’s low quality mp3, a remix . . . I think the idea of letting fans
rate and comment on works in progress a good one to experiment with
at some point, but it’s almost standard practice to give at least one song
away as part of promotion for a release – whether or not that particular
item is a featured part of the actual retail product.

You’ve also got to look at your objectives when you get visitors
coming to your site, especially if traffics coming through from
facebook, myspace etc.

A sale obviously is great, but I think the proposition you need to
create is to extend the relationship, build engagement, build
connection with your fanbase until you get a core group who respond
positively by being active.

If you can’t get them to sign up for your email list, getting them to
at least download a song means that at least a potential fan or
visitor to your site is taking away something that means that visit
that you earned wasn’t wasted. If they listen to the song or share it
with others in their networks then at lest your capitalising in some
way from your traffic.

A popular technique is to offer a free mp3 for everyone who at least
signs up for the email list.

You can administer this manually at first, then introduce an automated
response through a professional email management platform.

So in regards to email lists, are you using reverbnation? This is a
site I recommend principally for its artist tools such as the free
email list. As I mentioned, a professional list management solution
such as costs US$20 p/month so its best to build using
reverbnation and then step up when you’re ready.

(all long term kurb clients have access to aweber)

Other thing we have to discuss is blogging. You’re going to be needing
to produce regular content for your blog every week at least,
generating the sort of content that will draw in potential fans.

So main priority for me is getting the collection of
emails going through a designated landing page.

We can either do that through your current site if possible, or set up
a static front page on your blog so that rather than seeing new
entries first, they see the email sign up, and we get some persuasive visuals
and copy going on – working with clients rigth now focusing on how to
optimise email sign ups.


t’s good to hear that you’re mindful of your operating costs and the
kind of leverage you can create by becoming more self reliant, it’s an
important outlook to have in the changing industry as it’s forced to
become more streamlined.

What kind of business model or value proposition are you looking to
utilize? There may be a need to refine your
promotional strategy online with with more innovative business models
and more internet marketing practices, plus you’ll want to get into
exploring opportunities to create and distribute as much dynamic
content as possible and to leverage that content for propositions that
create revenue.

I think the key is that you continue to develop long term and
progress, progressively applying tactics and strategies you can use to
build your fanbase, and then cleverly leverage your established fans
for propositions that create revenue.

Now the standard fee I’m charging right now, so you know, is $500 over
3 months. What that covers really depends on what level you’re at and
the kinds of strategies you’re building.


Okay. So you are going to be looking at engaging on quite a local level.

Now my approach is usually to try and build a fanbase and create ways
of leveraging that fanbase for revenue but in this case I can see
strategies that will work.

A lot of it could be about engaging the local scene/ the scene related
to . That means, you have to become a conduit for local goings on, in
fact, you have to be a little less about you and a little
more about the local music scene. Is there currently someone blogging
or a site dedicated to the music in the area?

Because a strong technique in internet marketing is to become
authoritive in a niche, and then leverage that authority for revenue,
and in your case, that recognition that would make you an obvious
choice to the organisers of local gigs.

SO what are we talking about? Laser targeting your niche, which is not
JUST the local music scene, but the actual gigs themselves.

The reality of this is to a certain extent embracing some of the other
local acts, and developing networks there, obviously you will
want to find out how the acts are actually booked if you havent looked
into it already.

But most importantly you have to be really visible. What springs to
mind is basically gig reviews, photos, reviewing and posting a lot of
content related to local bands, preferably based on you actually being
physically present.

I see theres a local forum. Probably to a good idea to maybe
contribute to the forum, and get involved, and then introduce your
music a little bit later on with a free download. Done right, this
should get you noticed in a positive light.

In a community, it’s important to be seen to be contributing.

They obviously dig their fantasy stuff so maybe pull out some
selections from to share.

Film bands and they will love you. Blog about them etc., if you’ve got
no competition, it’s just a matter of whether create enough momentum
within 6 months.. One way or another getting involved and being
visible and making sure that translates between reality and digital
media through your blog, youtube, podcasts . . . Podcasts, another
excellent way to create this kind of content.

So, right now, we start getting content strategies together for your
blog. Your site should be about you, but if you
wanted to go with a targeted project we could use your blog
as it is, or I would look at moving over to something like

or something – even is available if you really
want to throw the net out wide to get traction.

That sign up button is tiny! haha

yeah nah we need to fancy that up a bit.

The interface is fine, but we need a nice graphic and generally a more
persuasive and eyecatching thing going on.

What kind of access to graphic design do you have, to create buttons
and banners and what not?

I also can’t hear music, the user is not being directed obviously
enough to where music + video can be heard and seen.

I need to optimise your page also – I see it’s titled “RD” what kind
of options are you given to change your page title and add meta tags?
Meta tags are code you add to your page to suggest keywords to search

Let me know when you’re getting into your blog I’ll brush you up on a
few basics of syndication (spreading content over multiple networks)

1: make sure links in your article link back to your main site
2: If you can, change a few words, just a few when posting the same
article on myspace, facebook, etc.


So firstly, whats our first goal, our main priority?

Are you developing a product you want to sell, the CD, a DVD?

Do you want to make your act more “visible” to media and make
you more attractive to “the industry”

(not really my forte, but still worth considering)

Or, as I suggested, we approach building a community, a blog, a
mailing list, and content on your site that builds up a following of
parents and kids who are regularly following you online and sort of
become like your “fans” online. Eventually a fan club would obviously
be the idea.

But right now I’ll put together an email management package for you,
and my suggestion would be offering a free gift, such as a free
download, if they sign up.

Now as I said, from personal experience, I’m really positive about the
market you’re in. How much are you charging for performances and what
have you got in place to promote these services?

I do market music, but I also run a small business, and you’ve got to
recognise where the greatest value you’re creating really is and how
to leverage that.


I always come back from my tours a little bit more clear headed and
I’m glad you recognise the thing about the CD’s because all the rules
about the music industry are out the window now, and all I can reflect
on is that I’m doing pretty good myself, so it’s time to apply the
same principals.

You’re right. Selling your CD’s isn’t important. Maybe we can scrimp
together $100 here and there but it’s not where the real value is.

and if your business was my business, I’d be focusing on your most
significant opportunity to earn immediately, and that is to get paid
gigs and residencies.

And I mean pretty much solely focus on that until youre generating
enough income to justify an ongoing promotion budget that we can
devote to a medium term goal of building your mailing list numbers,
and then long term, building your site so it can generate revenue in
different ways.

Now in the future, to build content, you will have to learn to write
your newsletters once a month. I can help you obviously, but you’re
going to have to come up with the ideas of what to put in them.
Obviously if you have video and lots of snaps, you wont have to write
so much.

Song reviews is always a good one.  Or aim for a 20 minute podcast each
month and then string them together for a CD. Now that’s a really
good idea.

But as I say, if you want to get the most value for your money
immediately, we go for promoting you as a gigging musician in Australia as
our main focus.

You see that way when you score a hit, you get a paid gig, a contact,
and a chance for more visibility and connections all in one.

It’s about leveraging value, and as a solo musician you’ve got options and
flexibility that a band doesn’t. But you still have to slog it out a
bit and invest into it.

Basically my plan would be to focus your website on getting you gigs,
have a nice and clear bookings page,  find someone to nice up your

Once we have a professional image, pay per click advertising is what I
will suggest, but you’ve got to be willing to invest into it.  The $40
I spend a week on PPC generates we leads worth $200-$800 a week, so I
suggest, when we’re ready, you put $100 into it for a month  – and we
see how it goes.

It works pretty good for me, I spend $40 a week, 1000’s of people see
my ad, I only pay for the 10 people who click on it about 50c each,
everything is clearly explained including how much it costs, my phone
number and email is right there, I get about 3 calls a day, 1 of them
makes an order.

That’s how it works. Let me know what you think.

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{ 1 comment… read it below or add one }

Strapping Lads 10.08.08 at 10:19 pm

At our practice space, we’re on a virtual phone system, known as Gotvmail, which helps us look professional as a collective of artists. Venues, labels and anyone seeking any of the bands there call a single number where each band has its own extension. They can get ahold of us that way, but also sample music from each of the bands. Clubs dealing with other bands in our building have even found us through this number.

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