More Interesting Music Marketing and Music Business Posts

by Matt @ Kurb on September 24, 2009

Hi it’s me, Matt from Kurb! Still doing online music marketing packages for artists that are comprehensive and affordable!

I’m in New Zealand and my team are in India/Philippines that’s why you get more value for less money than you would with a  US or Europe based provider – my expert strategy and a team ready to work for you to put it in place. Don’t miss out places are strictly limited and always in demand.

I got a posse! Social media, design, content – that’s written and video – creation, distribution and marketing. Every week. Starts from $200 p/month Email:

Just sniffing around the net for interesting posts going up from sensible new music business people:

Bruce Warila has a corker of a post over at music think tank:

What I would do with a pile of money to spend on an artist?

This was a response to an earlier post asking for suggestions, and it’s really essential stuff for people like me and those who I work with and read my blog: How do we do serious business breaking new artists? That’s the hard question.

Now usually Bruce has some nutty ideas not least of all when he’s going on about the technology of digital discovery replacing marketing, and of course, deleting my comments for dubious reasons. #gasp

Mainly I tend to express a lot of dismay towards attitudes that enable artists to be all “struggling” and “starving” when there’s only 2 excuses as far as I can see: stupidity and laziness.

And waiting round for magic robots to tell people to like you won’t help, you need sassy marketing and branding and a killer business proposition.

It’s not like we haven’t been talking about all this stuff for years now, if you’re still poor and starving it’s your own damn fault, probably because you’ve got no business sense.

Also, as a business man and a marketing guy, I eschew the concept that music should be all about talent. Art is great and everything, but this is my job. This is my business. I know when I’m doing the right thing because it’s right there on my bank statement.

Another thing Bruce is into is a big hippie love fest collective with everyone helping each other out, and to me that’s a dream. The music industry is so full of dreamers, scammers and time wasters that you need to explicitly qualify anyone you work with or can just become a massive drag.

These types of people – “losers” you may describe them as – live out this descent into inconsequentiallity and they have absolutely no compunction about dragging you down with them.

Where are all the musicians I was in collective with 5 years ago? Well 95% of them all got normal jobs and they’re more nobody now than they ever were. I never did become a superstar DJ or a big time event promoter; But I’m getting more money and more respect now than I ever did with that bunch of losers.

You really have to pick your company in this game, that’s why I pretty much have no friends at all.

Can’t stand idiots.

But aside from that Bruce makes some really insightful observations in this post – check out theis list of predetermining factors for breaking through:

  • Context – celebrity or radio endorsement, social group endorsement, or serious momentum to celebrity.
  • Continuity – at least eighteen months where your brand is repeatedly uttered by many others (others = other artists with lots of fans) and at almost zero cost to you.
  • Conversion – you need enough impressions (over time), times a click-through-rate (CTR), times a conversion rate (to meaningful clicks) to generate an adequate return on investment.

The stuff about “meaningful clicks” is serious analysis. Myspace, Youtube, Facebook, Twitter all that ratty old social media stuff or the kind of PPC + article markeitng “traditional” internet marketing I advocate – it’s all still numbers which mean nothing without quality “meaningful” engagement, and Bruce breaks some of this down really analytically in his post.

Getting down to the nitty gritty of what kind of stuff you would do – nuts and bolts – well I got this great post from the Tunecore blog really getting into the details of pushing fan engagement.

Generally a lot of what I come up against resonates in this article – solid promotion and marketing yes; but also solid ideas behind the promotion and marketing.

Direct to Fan: Creating an Effective Offer Page and Fan Acquisition Techniques by Mike King

if you do want to get into it and you can apply the ideas to your own situation, there’s some good stuff there, practical stuff.

It’s like this – these techniques, what I do, can allow you to reach people – but if you’re full of dumb ideas and not polished in your interactions and content delivery, it’s not going to work.

Meanwhile On Audible Hype, they’re asking (and answering)

5 Big Open Questions

Maybe you’d like to go over and contribute?  It’s a great blog to follow if you’re serious about hip hop music business. Which reminds me to link also to Wendy Day who Justin there put me onto she’s got phenomenal business insight.

1. What’s the one single website or social network that’s given you the highest return on investment and the best results?

2. What are the best countries in the world for hip hop?

3. Are blogs about to be the dominant source of new music?

4. Do we need fewer options and less choice?

5. Who’s going to jump on the next 10,000 MTV’s?

Here were the answers I prepared – cynical as hell as usual. Happens to you when you’re decrepit and jaded like me. Haha.

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1: What’s working now? Google? Both paid for and the normal one. Old school. But not a Social Network, huh? I took my biz to the next level spamming myspace from ’05 to ’07 and I just don’t see how that opportunity, that golden age, will repeat itself. Facebook seems alright but it takes y’know, work. Ugh. Hate that shit. I am incredibly disorganised the best tool I have found is money. Basically I pay to make problems go away all the time now and it’s been going great.

2: Hip Hip is not my specialty area but I never advise forsaking strong home support. There’s usually a reason you can’t make it locally. If it’s because you’re like me and you can’t stand idiots, then by all means cast your eyes further afield. Worked for me afterall. I concentrated on where they had the most favourable economic conditions – US, Western and Northern Europe.

3: For cool kids, which may mean underground hip hop, well, mainly underground and progressive music. The point is it’s not financially progressive. It doesn’t inspire vast business opportunities as far as I can see other than launching pads for brands. A stepping stone.

4: Mine is not to ask whether it should be this way or that. It’s about exploiting the market. It’s about as you say, what works. Myspace worked, then it didn’t, blogs are all good if you don’t mind work, otherwise ppc it. The pain I see is too many amateurs, too many unstructured business models, too much echo, all that creates opportunities for the cream to rise.

5: The last one really suprised me . . . running a terrestrial tv station? That’s crazy, that’s like when I hear dudes talking about setting up in physical retail doing vinyl or whatever I just think . . . Overheads? now I KNOW you must be allergic to money. I dunno, I guess I just go back to my mantra.

You need someone who knows business in your sphere. Greedy, money grabbing little fucks like me may not be that inspiring to anyone, but we certainly have a role to perform.

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