Basic Music Marketing Strategies For Music Artist Websites

by Matt @ Kurb on October 9, 2010

Hi this is Matt from Kurb we provide a marketing service especially tailored to musicians to give them complete support in all aspects of marketing their music and creating a music business online. Because my skills are in a lot of demand, I charge $250 for 12 hours over a month, or you can have the skype consultation only package – 3 hours of skype consultation for $100 – remember we’ve been specializing in online music marketing for 4 years now and we know it inside and out – websites, email lists, social media, advertising, publicity, youtube – the works!


Whether I get active about taking on new clients or not one thing is for sure, I won’t be putting my talents to waste because I will be keen to have another crack and using my skills to promote my own projects and generally converging aspects of what I do here for money and satisfaction, so it seems less like work and more like actually something creative and engaging.

When I say my own projects I’m not talking about business projects I’m actually talking about creative and entertainment projects – experimenting with creativity and creative industry and business models, and I will always be keen to report on how I’m going with that.

I have some broader philosophies that I tend to hinge off. True and great talent is a magnificent thing but it’s not the only thing. Lefsetz speaks the truth when he talks about artists being more than just people who create great art, great music. People need to look to musicians and artists for inspiration. When you actually want to create value for an audience that you can dine on, it’s more than about a catchy tune, it’s about a brand that represents something.

I hate the way a lot of people use the word “rock star” – a rock star used to mean someone who does what the hell they like, who sees and speaks of more than what us mere mortals know of. A pop star is someone people revere simply because of the sheer industrial effort put into maintaining their projected image, but fans know that it’s all a fantasy, that it takes dozens of staff and entourage and special effects to create that image and there’s only so much inspiration that can provide.

At some stage the falsity of it must be called into question and I think that creates an opportunity for the real rock stars to return. Britney Spears, Katy Perry, Lady Gaga, these women’s careers are built on the concept that you can’t discern the real woman behind it. But somewhere there must be somebody ready to inspire people with the fact that they get out of bed being who they are, they are who they are 24 hours and they don’t apologize for being the real deal.

They may not be pumped full of plastic and airbrushed up the wazoo, but the reality that these people represent will be far more enchanting because they don’t require that level of artifice to maintain the charade. They are a living legend, a walking work of art.

Because I’ve been so busy with my other businesses I’ve also just been working hard updating some of my clients websites and a number of recurring themes come up.

What do think will happen when someone who has never heard your music comes to your site?

Usually they will leave again and never ever remember who you are.

What are artists doing to change this in the 10 second window they have to reach out to potential fans? How can a website be used properly to attract fans?

Well we know about content strategies and we know about advertising, which pre-selects your fans so that if they get to your site there must be something they’re interested in.

But what do they do on your site? Why are you trying to get people to come to your band’s website?

They’re not going to buy anything. You’ve got to blow their socks off before they’ll even consider it. How are you going to open a dialogue between yourself and these fans? How are you going to start a relationship you can build? Because if they just leave again, there is no relationship, and there’s no patronage, there’s no deal.

You must be making the effort to connect in 3 ways, using your website as the key platform for progressing these relationships:

– email – the best way, the only way to turn the relationship quickly into a profitable one where the fan becomes your customer, as well as take advantage of the automation that can make this so effective as a business strategy

– social media – people like their familiar territory and there are plenty of people for whom which facebook is the internet. I don’t use facebook, but I will follow you on twitter, and some people still use myspace. you’ve got to go to people where they are and streamline your promotions in order to reach those groups effectively

– music – failing all else, you are going to lose that potential fan forever if they leave your site without signing up for email, without connecting on social media, and they don’t even take the chance to download some of your music.

you should make at least some music available on your site even for those who won’t sign up. Which may even up the ante, but if you want to be an entertainer or a musician today you must find a way of producing large and prolific amounts of content in order to maintain an audience or these people that you do manage to get email addresses and social media conections off will quickly forget about you.

Again my choice is to bring more people on board, to outsource creative staff to help me, and you will need to do the same thing if you truly see yourself as a professional because otherwise you won’t have the depth and breadth of content you’ll need to be taken seriously.

Gosh I still haven’t really got into what I see as my personal website strategies but I’m sure I’ll have an opportunity to lay that out next time I come back to drip a new music marketing blog post on music. marketing. management!

{ 2 comments… read them below or add one }

Erik Gagnon 08.27.11 at 8:39 am

Do you have any case studies to share (i.e examples of websites you’ve built)?

Also, your website header is too dark to read on the dark blue/green background.

Matt @ Kurb 08.28.11 at 6:54 am

Thanks for your comment Erik, I don’t really have any good examples right now to be honest, I’m still posting to the blog occasionally but I’m not doing so much of this work anymore.

I’ve been planning for a while for a complete redesign of this site and my own artist site so I have worthwhile examples on hand.

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