Online Artist Management and Music Marketing Proposal 2009

by Matt @ Kurb on March 7, 2009

Kurb Promotions. Online Music Marketing, Youtube Promotions, Graphic Design, Blog Promotions.

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This is an example of a proposal I’m doing for a clued up client I spoke with on the phone, I don’t have to dress it up with this guy, he knows we’re not moving forward in any other direction than digitally in the music business, and that’s what we have to deal with.

So this guys not dumb, he’s already working with acts that are getting traction, getting actual sales, I just need to be absolutely clear about what I can do so he knows exactly what to expect and that way we should be able to do good work and make good money in music business.

So really, it’s not much of a proposal. It’s just telling the guy straight what it is I can do and if he wants in then I’ll put a number on it . . .

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Some notes on exactly what it is I do:

I’m used to usually being a musicians only source of music business guidance but when I’m dealing with a new client I tell them that I provide strictly online marketing and management based mainly on internet marketing practice, I don’t pass judgement on musical skill, I don’t assist with recordings and I don’t really do publicity – my experience is in direct to fan marketing and monetization online, not influencing media.

My first priority is to establish platforms from which to interact with fans. Just showing stuff isn’t enough if you’re not attempting to engage more significantly.

Your basic level is myspace, then graduating to a landing page page to collect emails examples are:

Then I set up and promote artist blogs, my designer does customized blogs, and help artists with copywriting, and basically leveraging content so that we can write a blog post, then rewrite it as a newsletter for our email list, and then also rewrite it as an online article for syndication by ezines or even an online press release. Each time this process is done we build links and content online building up the overall online visibility as well as Google ranking.

I have several other Google ranking tricks I also use, but google ranking is a long and continuous process that requires regular fresh written content.

With Myspace and Youtube I do use software but it just doesn’t usually convert into anything meaningful. I’m sure if it was done right in the ways I’ve been describing, as part of your network in which you’re producing and distributing regular free content – articles, podcasts, videos etc. another reason I still promote on youtube and myspace is I think it actually gives the artists a boost when they see that people have actually been watching their video or checking out and joining their myspace.

But then they learn just because people watch a video or add you on myspace doesn’t mean they’re going to spend their money.

I think it can be done right, it’s just questionable whether it’s truly worth it.

As well as google search optimisation I also perform google and facebook pay per click campaigns and this I believe is a reliable and measurable form of marketing that can be used effectively n different ways for example, to promote events as well as online brands and products. I seem to have a good knack for this is stuff, and also I do a lot of work sourcing free advertising, this is the basic gist of my Facebook promotions, I run facebook advertising campaigns for artists, but I seldom pay for them.

This guarantees artists a certain amount of traction.

But some point, artists have to step up from the basic level of providing a platform with basic interactive elements – website, free downloads, videos, email lists, myspace, facebook, google ads etc. to actually basing their promotions around a traditional “promotions campaign”where an artist is pushing forward a unique proposition in order to get fans more highly engaged.

There are infinite innovative ideas for what kind of propositions or hooks could motivate fans and leverage attention for greater exposure and brand building but the obvious ones are competitions, giveaways, or projects such as remix projects that motivate fans and other creative people to interact with artist content and expose that to their own networks.

Sometimes this may involve a traditional album launch campaign, but it is not always necessary to be promoting a product if you’re building the act’s brand equity, and especially, building value in the brand first means you can focus on giving value to the fans and building up the trust of the fanbase , before monetizing that relationship through sponsorship.

It’s at this point that the creative side of what I do in artist promotion comes together with the technical execution of rolling out that campaign.

It’s often why I do 3 month stints with artists because it will take 3-6 months to establish a platform fully, and then each 3 month cycle represents a new campaign cycle with a new proposition or promotion angle.

When a new campaign comes together, my designers prepare the necessary web banners, buttons and panels, we execute on myspace, we distribute specific video content and drive traffic to and through youtube, we have ad campaigns running on facebook and google that can be distinctly customised and analyzed by performance. We have our email list built up so that a compelling and persuasively written newsletter can go out incorporating interactive and/or ecommerce options, that can then be re-purposed as a blog post, then as article for syndication, and finally as a press release. On top of that we can prepare supplementary written content and repeat these steps to get the best result.

The final thing I assist artists with is alternative revenue. That probably needs a whole other email but this includes:

    affiliate marketing. If affiliate marketing will pay $30 commission on a $40 entertainment product, why should the act, as the affiliate, not offer their album as a free incentive for anyone who purchases the album through their link?

  • – that’s only one form of affiliate marketing, most often their needs to be some research into what, of the many thousands of affiliate products available, is an appropriate fit with the artist.

    I often use this site as an example:

    This is a free service that pays US$1.50 per free sign up, so if you have 1000 fans on your email list and you ask them to sign up for this service and 500 do it to help the act, that’s US$750, and of course imagine if you had 10,000 fans on your mailing list.

Advertising is also an area I’m experienced in, but at the moment, I think that using advertising on an up and coming bands dite dilutes the brand, your much better off looking at direct sponsorship deals.

As I say, most of my clients have no other form of music business guidance, so there is a lot more than what I’ve described that I actually do, I’ve just outlined the most significant points above, these are the areas where I’m getting results.

When an artist comes on board with me I ask for $US500 for a 3 month period.

This based on a concept of my team, that is myself, my graphic designer/web designer/web admin guy, my copywriter/content manager and my traffic person (myspace/youtube etc.) each contributing what averages out to an hour per week for 12 weeks.

12 hours from me

24-36 hours from my staff

cost inclusive services:

additional hosting + domain names where needed

email management (US$20 p/month)

Free online advertising credits

In consideration of the artist goals and we’re they’re positioned, we still tend to follow the above structure more or less, depending on the artists support, it will usually take 3-6 months or 1-2 campaigns to establish the artists platform completely and then focus on building fan relationships and viral promotions.

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