Matt Turner does promotions in music etc. specializes in DVD / CD reproduction, video production and general online music marketing and management

email to get a great deal on CD / DVD replication worldwide or music video production, including full online marketing support to sweeten the deal.

Deals including 500 CD’s, a music video and 3 months online promotion start for as little as $1000 with our discount programme.

So I’m back on the music marketing management blog but with a new approach.

I’m focusing on writing in a way that I enjoy, with more expression, but I also want to be more effective. Sounds like a bit of a dream. What, you mean enjoying yourself while effectively making money? That’s the idea. I think that’s why we got into this business, right?

Before on my blog here I was constantly explaining about websites and SEO and advertising and using bots and affiliate marketing and it was all just a bunch of confusing nonsense when really what you need to worry about is firstly that you’ve got a great vibe, a great product, and THEN that you have someone who is smart like me to do your marketing and worry about that stuff.

It might not be me because I used to be very cheap and patient, now I’m not as cheap nor as patient so if I’m not really enjoying something or making good money out of it I’m not that interested.

You still need smart marketing online because if you’re on a budget it’s really the only game you have a chance of winning, because every other strategy is going to cost you six figures that you don’t have. Even if you want to get signed to a label, they probably won’t touch you until you get half way there on your own steam.

So read and learn, because you may not be ready to hire me – so let’s just be honest about the situation. If you haven’t really thought through how you’re going to break through then you don’t have the wind behind you in terms of making it online.

I was thinking that I needed a way to get myself out there a bit more and step it up myself, and so I had to come back to this blog because mixing business with pleasure is what I do best. I’m not ready to start throwing money around because I’m still perfecting what I’m doing.

The content war I spoke means crappy content is just not of any use. Anything that is second rate is no good. It may fill a gap temporarily but the competitor with the better content, the better offer, the highest value, is going to win out in the end.

You can’t just muck around or you’ll be locked out.

You gotta do something that people care about! Too many artists are self absorbed they don’t get that the world doesn’t get them! That’s cool, but giving me money won’t fix that problem if you’re not connecting. It’s not about selling out, it’s about being able to get people’s attention. That is the value in music now. As I said, the rest is up to someone like me to make it into business.

So if you don’t have fans going crazy don’t talk to me about making money. Because where’s your vibe at with the fans? Well then you’re going to have to spend money and work hard to get it happening because no fans means no one spending money, no business. Doing music business takes a big investment in backing yourself.

Often with my clients we start now because if in a year or two your music is ready, when your fan base is built then your business is ready. You’re funding your own development. I can do the whole mentor thing if you like but you got to pay me. It’s hard for me to get excited if I’m not making at least $50p/hour.

So I guess if I charge $50p/hour I should know how to work your problems out with a flow chart goal sheet? Gosh. I’m turning into a coach, please, no.

I’m taking this blog in a new direction, it was clean before, I tried to think about my audience but it got boring because it’s like this.

cheap music websites, cheap online music videos, cheap advertising campaigns, cheap publicity, cheap social media management blah blah, I been doing this for years now and what does it really matter if your idea is half cooked? You need to get something going on that you know people respond to and then you need to work out how you’re going to pay me to try and work out how and when you could make some money.

My ideas meant I could make some money. It’s what I’m good at. Can we make some money out of your ideas or not? Are you ready or not? Are you clear about where the money is coming from, when and how – is this a real idea or do you need to talk to someone like me about how long you’ll wait and how much you’ll have to spend before you see it come back?

I wanted to do my own thing, do my artist blog, but it didn’t really work, what I was doing there didn’t connect with people like the music marketing I talk about here, it didn’t feel valid.

If I blog here, people can pick up my knowledge, and become aware of some of the deals I’ve got going doing packages of cd replication / pressing and online music marketing. If I make some money well, excellent.

Again it’s that Derek Sivers thing – try and help people out, try and make yourself useful, insert yourself into the equation as the solution to peoples problems.

I’m hoping by talking honestly and being much more upfront about what’s going on here, people will work out that what I’m doing is worthwhile and I can be valuable.

How are you moving forward in your effort to provide real value, real quality content? Because if you can do that I’ll have no trouble getting you fans and no trouble getting those fans to part with their money but first you’ve got to get what you’re doing right to connect with people.

Think seriously, how are you going to connect with people, how are you going to give something really valuable so you can get a break?

I’m sorry but “because my songs are good” is just not enough!

That’s the new direction of my blog. Not just going on about details and how I’m so cheap, just to scracth a buck, but connecting with people so it’s known I can sort them out with CD reproduction, DVD’s Music Video production and yes even online music marketing and music management.


Content Wars. Blogging and CD Pressing Deals

by Matt @ Kurb on July 5, 2011



You can get not so cheap music marketing from me if you email

But if you need a run of CD pressing or DVD replication I can work out a sweet deal!

So why did I decide to change up this blog?

No one reads my artist blog, okay? I only talk about stupid nonsense there anyway and nobody ever goes there. People actually come to this site. Do they come to your site? Maybe you’re talking nonsense as well, instead of something people care about.

But maybe your site has a poor name, or has no decent links to it, or hardly any blog posts at all. You might be like me on my artists site. It was mainly rubbish, but still. A lot of hard work that didn’t really work out.

But I love to blog because it advances my thinking. Did you know that most people don’t like reading rubbishy trash? I mean stuff that isn’t in any way interesting? The content wars have begun and they are brutal so unless you’re ready to top Avatar what are you trying to do?

Why should people care? They don’t. Maybe you need to have that moment where you realise, like I did. I was like . . . y’know I was blogging, but it was no good. I knew it was crap, but I didn’t care. It helps my SEO, and ultimately I keep selling more CD and DVD replication services, and also posters and stuff I also make money from so who’s to say my gonzo blogging was no good?

Content resulted in practical authority (google ranking) which led to value being translated as sales for cash dollars!

But no one was into my artist blog!

I spent at least an hour a day on it, and I get the same amount of visitors I would if I spend $10 on advertising. I working for less than $10 an hour to get people to my music website. But I didn’t really make an effort to make the blog any better. Just kept rambling, I progressed slowly, but no one was coming!

No one was emailing me or anything, there was a bit of ad money but no more than here.

I’m really good at online advertising by the way, but costs extra if you want me to explain. I hate it because I often spend more time explaining it to clients then doing it and so it takes up too much time. It’s really good though.

So why sit around blogging endlessly and just plodding along? I needed to step it up and I needed to get back to doing what was working.

This, here at the music marketing blog, was working. People come to the blog and email me about doing work, but man I write a whole lot of emails that go nowhere! Again, no time for it.

But since I’m good at internet marketing and I love music, I can blog some stuff about what I know and if you want to make a deal we can talk.

I don’t want to top avatar at the box office. All I need to do is prove my trustworthiness by offering my experience, and if some musicians feel they can trust me to do their CD’s, I can give them a cheap deal on both that and music marketing services. So if I am successful in finding resonance with the experience I express, my content can be translated to a transaction where musicians that work with me get as good a deal as the might expect on cd replication worldwide, so rather than having to beat Avatar just to get a few extra CD’s production deals, all I have to do is write a blog that artists like and trust because I’m being as honest as I can about it.

Compare it like this. Selling songs may be too hard work. It’s like selling advertising – it’s too small and it doesn’t matter it’s just a bonus. Your concern is the people who will really support you in ways you’ve identified as being a high value transaction – where you get the most cash because the fan thinks they’re getting the best deal.

It’s a lot of work trying to sell songs, and music marketing services are also hard work.

But if I sell you a deal where I manage your cd pressing, you – in this transaction as the “fan” – feel they’re getting a decent deal on cd pressing and my exclusive marketing support, you’ll be feeling like you got a deal, and because I making money on the cd pressing, doing your marketing is worth it.

But if you sell your fans a $97 limited edition pack bursting with all kinds of special things and exclusive stuff – you may only sell 1 song to 10,000 people and even that would take crazy work – especially on me doing marketing – but selling a unique $97 item to 100 fans for $9700 . . . which do you think is easier?

Maybe I need to be focused on how to create special items for limited collector’s edition releases.

Again – marketing and promotions – you have to pay me to think, ok???

I do a lot of printing as well I would say some nice high quality prints or a really nice booklet. A decent signed poster. The T-shirt. The usb stick with all the goodies . . . just a few ideas, it really depends on the culture of the music.

The point is – put yourself out there so you can draw in those select fans who will back you to the hilt, then design the exclusive collector’s product for them. This is why a newsletter is so important for keeping your core group of fans cohesive, sure use social media, but put your newsletter at the top of your chain of communication networks so you can keep those core fans close.


Content Driven Music Marketing Changes Gears

by Matt @ Kurb on July 4, 2011

Okay, I’ve been thinking, I’ve been off trying to get some of my other blogs – especially my own artist blog – to take off but they haven’t. I was stupid, I thought “All I need is like, 300 good posts like on my music marketing blog!”

I was wrong.

I don’t post here at all any more and yet this blog still gets more hits than others I post several times a week to. I don’t do so much music consultancy any more because another part of the business, cd and dvd duplication, took off, and I found a lot of the music marketing stuff was pretty stressful.

I think I talked about it here, trying to make the service affordable but good. I would have stuck with it but then cd dvd duplication happened, and using my marketing skills it was much easier to get the cd dvd stuff and printing all going for me and doing music marketing became a bit much.

But I can’t help it, sometimes it seems the only damn thing I’m good for is squeezing out a buck. I wanted to take the time to see if I could put together something a bit more solid, but honestly, I wanted to do more of my own stuff. Some people in life are a lot better at marketing than they are music. And the internet is a funny beast that’s why people hire guys like me.

This blog has a good name with good words in it. This blog has some good articles. This blog has been linked to naturally in plenty of places. This blog is now several years old. This blog is about something that is of general interest – it’s not about a specific style, and so these elements come together and it works. I’m just this guy who uses the internet to make money, and I can help musicians because I love music! So there you go, Derek Sivers new thing was talking all about focusing on helping.

I’m getting to a point where I’m okay. My businesses do alright. I’m not really about trying to get some cash so much anymore except . . . it just happens to be what I’m good at. I wish I was better at making incredible music but hey, there you have it. Work with what you’ve got.

Let me get real – more people are interested in this music marketing blog than are interested in my music, maybe you’ve got to make a decision about what you’re doing that people actually want to know about.

Before, I always used to try and be professional so this blog might be respected and I could milk that but it’s like, I don’t really feel I need to milk anything personally, but we will anyway because the blog is about trying to make some money in art here. So we can be transparent about it.

I’m going to blog about me and music and marketing and trying to make money, so I can sell you some CD’s or DVD’s or something you need . . . so I can make money.

So get this, I don’t really care if you want music marketing services unless you’re going to pay me well, but I’ll still write this blog anyway – BUT – if you get me to organise a deal with your CD pressing (or DVD’s) for you from asia (they will be as cheap if not cheap er than your local supplier) then I can make enough money to make it worthwhile to do your marketing as well, and of course I’ll help you with graphic design for your CD should you need it to or any of the online marketing stuff you want at the old cheap rates.

I’ve got some other stuff going on as well that I would never have mentioned on this blog before. Because this blog is really about me more now. I can sort out your CD pressing for a good price, I can help you with marketing if it’s worthwhile, and I know some stuff we can work out that allows a huge discount to kick in, a lot of people might not approve but it really doesn’t matter, I’m only trying to appeal to a handful of musicians who need my help.

Who read my blog and see my face and realise I’m here to do what I do and say what I say, and if it works, cut an honest deal.

So the tone may be a little different because I’m not here for some hard sell. But if I can blog more honestly, and that means more people around the world can trust me in cd dvd duplication and replication as well as music marketing, and some of my crazy stuff I do, then that’s all good and well.

A lot of people might not be into the new casual, more personal tone but well, it’s a more casual and personal thing now. I do want to push my brand out a bit. It’s about putting something on the line, because I only need to appeal to a select few who will trust me.

Are you picking up the lessons here? You need to be trustworthy to connect with people. You gain trust, people turn to you, you provide some kind of value in exchange for cash. That’s how musicians are making their money.

Derek SIvers talked about this too. You don’t need or want everyone to like you, the world can’t work like that anymore there’s too much out there. And if I write this blog and tell music and creative people a few ideas about the point of it, and how to get some cash happening and people see that I’ve got no interest in ripping people off they’ll think well . . . if I get Matt from Kurb to do my CD’s or DVD’s even though he’s in New Zealand, he’ll get them shipped to you anywhere in the world from asia and it will be just as cheap as anywhere else you could get it.

Except I’ll sort out your graphic design and probably let you in on a marketing deal even though . . . you see what I’m doing here? If I get to make some money on the cd pressing, then I’m happy to do some marketing as well – otherwise it’s a drag.

I’m just being honest – y’know the thing about marketing which makes it such a drag? You really have to tailor the marketing for you, your audience, your product, your deal. It’s a whole lot of work, that’s why I’m at this point where if I’m doing marketing for other people, I gotta charge for it.

But it’s got to be a good deal. So we’re feeling things out. To be honest, it probably wouldn’t matter what I wrote – people email me every week (not as much as they used to when I wrote the blog more often) with weird requests, I don’t think they even read the blog.

As I said, marketing and promotion on the internet is weird. You have to understand it and I’m real happy that I kind of do, enough anyway not be too worried about jabbering away here because I think there’s something better for my brand, this blog, and more to be said about making a big deal and finding out how that works out to cash.


So You Want To Be A Rock Star

by Matt @ Kurb on June 21, 2011

[From BandPromo.Me — Kick ass band promotion for Indie bands and artists]
Add this graphic to your site.


A Music Marketing Guy Builds a Music Website

by Matt @ Kurb on April 22, 2011

Need seriously professional online music business support?

My name is Matt Turner and my company Kurb specializes in online music business – marketing, management, strategy and business models for artists and organisations.

We do websites, design, online advertising, video promotion and production, email management, brand strategy, content marketing, administration . . . everything basically.

We tailor online solutions that are comprehensive and affordable. I run a team of staff in the Philippines, India, Bangladesh and here in New Zealand which offers insurmountable value in online music marketing to musicians in the US or Europe.

Our fees start at US$200 p/month which gets you 4 hours from me building your online marketing and branding strategy and 8 hours from our support team in design, social media, video, and content.

You simply won’t get this standard of service and expertise at this price elsewhere.

Contact me, Matt:

That’s right I’m working on my website – not this one, but my REAL artist one.

The website has to have a strong image that hits with a lot of impact, sends a strong message that your fans are going to get. I was working on a strong collage because I love collages, and I was going well with that but then got confused as to how it would work with the lay out.

When a visitor arrives at your website you don’t know where they’ve vome from, but you have to be prepared for one song or one video blowing up from one source, or multiple sources, and a stream of the most engaged fans who are looking for more info, arriving at your site. The could have come from google, they could have come from an advertising campaign, they could have heard a song on any number of sites that were shared, or they could have come through a link from your youtube.

But the more you build your presence online, the more your website becomes that central hub where fans who are looking to take their interaction with you further are coming, so you need to transition that individual from a curious visitor to a fan that’s locked in, and open to hearing more from you.

For a lot of new visitors, this may be the first they’ve ever heard of you. But at the same time, when any visitor comes to your website, you’re looking for certain outcomes – you don’t want them to just arrive, watch a video, listen to a song, and then leave again. My big one is signing them up for your newsletter, that way you can establish ongoing email contact with these fans through an automated mailing system.

But it takes a long term commitment to build your mailing list into a really useful system to engage fans, so right now, I might have to look at other shorter term gains, especially as a lot of people won’t want to sign up for email, they’ll want to use social media and other platforms they’re more comfortable with to receive communication from you.

So if the newsletter sign up to secure email contact isn’t going to fly, you’ve got to have those social media options, and to me most importantly, primary content – songs and videos that people can check out immediately. The more you keep them on that site, interested and checking out your content, the more you’re getting that fan hooked.

Embedding a youtube video in a prominent position is huge for me, and just getting bigger. Video allows you to have that lightening strike of engagement – the charismatic musician can really appeal in this way. A youtube video is fairly widely understood, so if it’s large and prominent on your page it will prompt your visitors to play your intro video. In that video you have the chance to push for that email sign up, and then, make obvious the other outcomes fans and visitors may be looking for on your music website:

– social media contact
– free downloads
– newest content available
– access to more specific detailed information for fans

So to cover those you’ll want to account on the lay out for:


– youtube video embed
– mailing list sign up embed

And also:

– navigation/menu of social media buttons
– media player
– navigation/menu of primary content: music and videos
– navigation/menu of secondary content: blog / archive

So you have these elements and you’re trying to make it work with your strong images for a design with the most impact. It looks good, but it also works because people arrive at the site and they watch the videos, play the songs, check out pages with more specific info that they might be looking for, and finally, agree to submitting their email in exchange for access to downloads.

Remember the idea with your website is your building a net to catch your fans, once this system – this net – is in place, then you can focus your efforts on executing top grade content knowing that fans will respond by searching for you, finding your music website and acting from there.

Often they may be gagging to sign up for your email, you’ve just got to make it obvious how to do that and the process to follow.

As much as I like my collage, I think I would like to be able to change this collage out for another collage with ease, but I want a different feel, I don’t want a header based design like most blogs are, so it’s tricky unless you want to put your leading image in a panel area, but it’s not something I prefer, I like to see a leading image that is strong and expanisve rather than locked in a frame. So I’m working on how to keep the lay out but still change images whenever I feel like it, or even have the image change whenever you enter the page.

That way it’s easy to freshen up your site every month or so, because when you upload a new song, it will show in your player, you can swap out your video easily enough,

The idea I’m experimenting with is a front page that scolls left to right, that way I can have a big title, have the video and email sign ups nice and big and right on the end, all the links people might want, and plenty of room for them. It just seems to allow to pack a lot in.

I’ll be back soon – going to keep posting my thoughts as I work through each stage! I might even show you how my progress is going

Right now, I really think that after the video and the sign the 3rd key outcome is that they leave with as much music as you can give them. In my case, I have huge amounts of unsigned material and mixtapes but there must be some consideration of quality control. It’s fairly easy for me because I can give away everything that I haven’t released yet, it’s just that none of that material is mastered

{ 1 comment }

Hi this is Matt from Kurb Promotions, we offer a broad range of online music marketing services.

Packages start from $250 for 12 hours documented consultation and taskwork.

Services include web design and set up, online advertising, web promotion and search optimisation, fan management systems, social media marketing, content creation and promotion including video production, youtube video promotion and video marketing, copywriting, blogging and more . . .

We help you decide what could work, and then our team goes to work!

you just need to contact

Happy to discuss serious projects over skype.

Okay here goes my new script pitching for your business offering my online music marketing services!

Hi I’m Matt from Kurb Promotions and I’ve been working with bands and musicians online for over 4 years now showing musicians new ways to promote their brand online. Back then online promotion was just a cool new idea, now it’s pretty much fundamental.

In the music industry now, marketing investment falls on the artist. You’ve got to accept that. What we aim to provide artists is a full and comprehensive online music marketing and business service at the most affordable price, so what the artist gets is a team at their disposal with all the skills to build an online presence that will provide a viable income.

For that we charge $200 for 10 hours or $250 for 15 hours per month. That covers every aspect of your onine campaign, everything, website, content, advertising, marketing, optimisation, everything, including regular skype talks where we can discuss exactly what we could do with those hours to help you get where you’re going. You may need a website, you may need to get fans signing up to your newsletter, you may want viral promotions for your latest video and because this is not an ebook or a course, or a membership site or elearning package – that means that each week I will discuss with you the best strategy for you, what to expect, and then we’ll get it done for you. No where else are you going to get that amount of personal attention and across the board skills for the price.

So I’ll describe exactly what we do in terms of creating campaigns as quickly as I can. Don’t forget if you want to talk to me more about this and the specifics of what you’re doing,  don’t hesitate to email and tell me about what you’re trying to do, so we can start talking about where the online marketing we offer here at kurb could provide you with the results you need.

Remember we work with artists from whatever stage you’re at. But, bear in mind, to succeed in marketing your brand online you’ll need to look at applying these strategies:

– an effective website

You don’t need just a pretty website to impress fans, but a website that is successful in securing sales, opening up communication and presenting clear, strong propositions. Think about using your website as an a chance to offer an experience that will bring them closer to you, connecting with you, and open to actually buying your stuff.

– a strong competitive proposition and business delivery model

What is the basis of your proposition and how suitable is your business model for the online environment? You can’t expect people to buy your stuff even if you’re unknown. A solid business model is a way of developing income for you online that works.

– search engine optimisation & online advertising campaigns

The packages we offer to help you with search engine optimisation and online advertising are simply some of the best value marketing support you can receive from anywhere for the price.

Your website, once developed, absolutely needs smart search optimisation and advertising in order to secure ongoing targeted, high quality traffic. Both online advertising and search engine optimisation can be so effective when done correctly, but in order to be competitive you need someone experienced and knowledgeable, and those people with true skills in these two fundamental areas charge a lot. But I work with musicians, I’ve always worked with musicians, so that’s where you’ve got a great opportunity.

– content: video content, written content (blogs)

Content is one of the most important thingsto understand about what is happening right now online. Artist need continual content online to promote themselves and stay relevant so once we establish the basic platform of your campaign, how we develop and use contenton it to produce outcomes from fans to support the artists becomes more important. We help artists with the strategies as well as the content and the distribution and promotion of that content to build fans and get those fans and telling their. Just be aware it can take months just to get to this point, but this is where the real opportunity to build a solid fanbase exists. Content that connects with people delivered in the right way. With our video team, our writers, and my creative ideas and consultation we can build viral campaigns for you.

– platform with which to deliver content most effectively and interact with fans (social media etc.)

Beyond your website, other online and social media platforms give your content an opportunity to be seen and shared by more potential fans. If you have quality content in the form of blogs or videos or podcasts or other media that we can help you create, having an effective presence on social media sites can provide a larger audience, and used in interactive and innovative ways to connect and provide more connections and positive experiences. It’s important to use social media for your music business in a way that clear outcomes can be achieved and this does come back to developing high quality content as described earlier.

We provide both active strategies to grow your social media following, and content based strategies to keep your presence active and interactive.

But What exacty you need and how much you need of it is of course all dependent on your situation, this requires a fair bit of consultation and strategy.

You’ve got to be realistic. It usually takes as long 6 months to get a solid platform for an artist so serious ongoing campaigns and fan experiences can roll on, and sophisticated viral campaigns can take months of planning in advance to execute. It’s about having us there as the affordable option to co-ordinate your campaign and to keep it moving so you get there.

So this video has been a quick run through of the most important things we offer in terms of online strategies. Over the months $200 or $250 per month can add up, and I’m not going to argue that I can work magic for less than $1000, but you will receive more for that money than you would from any expert because no one offers this breadth and depth of service at this price, under these terms. Places are strictly limited, and we have had waiting lists in the past as we’ve grown.

I’m happy to talk to you about what we offer that would suit your needs and budget, what to expect, and examples of what we’ve worked on, I’m on skype and happy to connect with you there – do you just got to email me when youre ready for this, as I mentioned we do have limited places and we can’t always take everyone  but I look forward to hearing from new artists soon and seeing what we can do.



$250 for 1 / $600 for 3


Our unit services include: websites, advertising, written content (blogging, press release, bio, newsletters), music video content and music video marketing, social media, publicity, electronic distribution.


I should really be posting here more often, I run dozens of sites and even when I don’t post here, it still seems to do better than some of my other sites. Why is that?

Excellent keywords in the title of my site for music marketing management, a nice weighty mass of content that has nicely ripened in the search engine results pages (SERPs) due in no small part that I’ve managed to pick up nice bunch of links from diverse sources.

I did so well here, that I began to believe I could write about anything anywhere and as long as I posted every other day or so, it would take off like this blog has sometimes threatened to do, but it really hasn’t happened.

At the moment I am quite nicely disentangled from the busy-ness that has dominated my life building up my businesses for the last few years and what I really wanted to do was to get back into my own musical art, approach it deliberately looking to find the business angles so I could return to this blog with lessons learned.

Many of my old examples were based on comparing this business to the business of a full time musician and the comparison is only valuable to a point. If I could prove that I was making money as a musician rather than making my money off musicians, what I had to say here would have a lot more credibility.

So now I might just spend a little bit more time blogging generally about issues I see as relevant to me in music marketing – I have pretty much cleared the slate as far as my current music marketing campaigns but I am really enjoying a break from it because as muchas I enjoy music marketing, it is complex. It is complex to deliver a system that will work for everybody, so perhaps if I’m more transparent about what I’m doing, more people will be able to decide whether the merits of the systems I use are right for them.

I still want to keep blogging here, but not in the way that is all about me being some big marketing hotshot guy, because I’m going through something a lot of artists and careers must face. I’m no longer struggling. I don’t have to take on any particular job if I don’t want to. I don’t have to do music marketing if I don’t want to. I’m actually really interested in broader video work and general branding is music is tied up with that too, it’s all about creating that vibe.

You know you have to create something special.

But my feeling is that there’s no point building a house without having solid foundations. What’s the point of having a great song, an amazing video, fans raving about your live show, a freaky brand, an inspired marketing campaign, what’s the point of any traction if you’re not bringing it together online to use it as something you can leverage to propel yourself to the next stage?

What I just described is not an opportunity many people get and you can’t waste it. When you do something people care about, will you even be prepared to go with it? Not if your platform online is not ready to have 1000 new fans land on it with a splat tomorrow, not if when the fuse of mass inspiration is lit, you’re not ready, you’re all wet, washed up, that inspiration is quickly dissipated.

An explosion is no good to no one if it doesn’t happen at a strategic point in your operation.

You need to minimize resistance against fans who one day after years of hard work, will clamour for as much access as possible, and you’ll need smart systems in place to parley that access into serious career opportunities.


Music Marketing Management Comeback?

by Matt @ Kurb on March 31, 2011

Don’t call it a comeback!

That’s the funny thing about music, it always pulls you back. I don’t think I will ever leave music, but we all make mistakes, I’ve made plenty of them and all you can do is pick up and move on.

What I was doing before was not working. I am trying to find a way to make online music promotions affordable enough for musicians to back themselves and in doing so I was making it too hard on myself.

I would have loved to believe I could make a good living offering the services I do, but I also run a cd dvd duplication business, a postering business for local gigs, and of course I do all kinds of combinations of this and online marketing for various clients from wherever, doing whatever you can imagine!

So the problem is when you have artists with big dreams and not much money, you’re trying to make something work for them, but I’ve overpromised, I’m disorganised trying to run several different businesses, and I have quite a turnover of staff simply because I can’t pay them enough to stay!

The music marketing side of the business had developed serious viability issues because it was taking up a lot of my time and only earning a small portion of my income.

My short term solution has been not taking on any new clients this year so far, and I’m not going to review that until I feel I’ve delivered on all the promises I’ve made to my old clients. Now that I’m in a position to reapproach the online music marketing side of my promotions business I need to do it in a new way.

The problem isn’t that we can’t give musicians good AND cheap service.

The problem isn’t even that musicians expect too much.

It’s not even that there isn’t enough money in it!

The problem is that I, personally have to get organised. That may sound like I’m one of these flaky hare brained music industry bottom feeders which I’m sure we’ve all encountered but it’s the reality that good music marketing services can be provided efficiently and affordably but it not straightforward especially when for me as a businessman, I’m looking to provide my clients with a service when what we’re dealing with in the music business now is such a vacuum.

The flipside is that anyone who can figure it out and make it work stands to gain a lot. There are too many people out there who want these services and they’re tired of all kinds of ridiculous internet scams and big promises.

You know this business is hard work and if you’re smart you see the money working long term – but unless you know you’re committing to something that will pay off it’s hard to throw yourself into it, and that usually the case when artists don’t understand the fundamentals of how online media works.

The musicians I’ve worked with in the past have been unbelievably patient with me and my mad ways, but it is a fact that we’re in wild west territory and it’s ridiculous for me to act as if the things I started doing in this business – spamming myspace and whatever else – are solid principals to base your internet marketing on.

It takes hard work, talent – obviously – and ideas. Not just one idea, but an endless conveyor belt of ideas, you need to be that dealer on the corner, dealing out the good stuff until they’re hooked.

If they’re not getting hooked, then you need to start supplying better gear.

So the point is to make a go of this, we all need to work harder. I need to find a way to supply musicians with the websites, ad campaigns, search engine optimisation, video marketing, blogs, newsletters, press releases that they need, as well as getting into co-ordinating these aspect into our favoured “mini campaigns” – each one a bi-monthly push for more social media fans, more newsletter sign ups, and a bigger pool of fans to leverage for more attention, more opportunity and more sales.

I’m back into it and ready to at least start talking to artists honestly about what we can do and what they are ready for. No nonsense, it’s time for hard work and to step up, and to take the time to execute good ideas, because even id they don’t work, you’re learning the process.

What it takes 6 months to do at first, might take only 2 months the second time and be twice as effective – as long as you keep at it, you plan and you don’t slack off and give it up – I’m only back because despite the burn outs I’m coming at it with more experience than ever and a more truer vision of how we can truly make online music promotion work.

Let’s get started!


Well your website as it is may work as a showcase but you need a blog where you can start putting out content every week for fans and interacting with them. A blog works because it’s an easy tool when you’re under pressure to turn out content very regularly.

When you’re ready, the next step would be to graduate to a regular email newsletter. Often you can take 4 blogs you’ve written each week and compound them into a monthly newsletter with added info to keep your fans keen.

Newsletters don’t just keep fans in the loop by going to them, which is essential, but the beauty of the newsletter is it’s easy to sell a range of products – and we’re not just talking music and merch although that is included.

Once your newsletter is up around 1000 fans you want to be hitting them with not only with updates, fresh material etc, but a new proposition every month for a “bundle” or some kind of package or a range of products you can take a cut on.

You can also add advertising to your site once you have the numbers to make it worthwhile.

Once your site platform is complete we could look at an ad campaign set up, but as I mentioned you really want to capture those fans, driving them directly to sign up for your email newsletters so you can continue to bring them into the fold, and sell them on one of your deals.

We could set up everything I’ve described here for $600, but once it was set up, I would be suggesting how you could build campaigns using advertising / social media / youtube / blogging etc to really push the numbers of fans up to 1000 and beyond so you have a network to spread your content virally and of course more numbers to shop your monthly proposition for.

That is my suggestion of a goal you could move toward – especially to build your foundation – but if you’ve got other ideas about what you want to achieve, I’m open to discussing that also.



Future Music Business Strategy

by Matt @ Kurb on December 5, 2010

I am reflecting on the music business more now that I am edging slowly away.

I’m still drawn to the passion of it, and the desire to do enjoyable work that is valued in way other than money, but I’ve been forced to accept that the music side of my business doesn’t create the largest share of revenue, and it’s a shame I can’t continue to devote the personal resources to it as I have in the past because of other marketing and promotions work I’m doing in my business not so much related to music, but generally more lucrative and less stressful!

But I could see it as an opportunity to become even more inventive and innovative. I just need to be smarter in order to bring musicians what they need in a more effective way.

My central assumption is that whatever happens, people will still want to connect with music but more individuals will continue to want to be heard.

We’ve talked here at the business about different packages and how they could be represented and the concept of rock band and guitar hero games and how they helped to supply the fantasy of the rock star.

It IS supply and demand in so many ways – more musicians than ever, less people paying attention.

The culture that I see growing in the market my business operates in is the Pop Idol culture, where everyone wants their piece, the old boy who pulls out his guitar and plays at the pub on a sunday, he wants a website, he wants his recordings online, he wants to be there, to be found, to be part of this media.

And it’s got nothing to do with the music industry. Who’s music industry, on most blogs it’s all huge figures and corporate monoliths and I forget that’s nothing to do with me. My turnover is tiny. My profit margins are enormous by comparison. That’s what it means to be small.

As the industry fragments in this way – I dare not say “cottage” industry because technology takes us beyond that concept of tiny independent but co operative cells of activity geared to specific niches – well we need different organisation to provide for this.

I’m in that boat with this old guitar man, I’ve worked hard, now I want to enjoy my hobby which is my music, to have my website and my songs online presented professionally and in a way where people can find me and hear about what I have to show for my self.

I already have a job that makes money, this. Now I want to spend the time to see how right I am about everything I’ve said here and putting it into practice.

My point is, more and more people, just like me, don’t just see music as a hobby which in itself merits

I could delve deeper into the zenith of westernized culture and how individual expression

So there’s more people wanting to participate in the music market at lower levels, but on the user side, there are less barriers, and numerically and by way of technology, larger cumulative audiences for music products and services, but this market has become so fragmented.

In practice, people will still turn to music for connection and community, and I look at my locality, New Zealand, and see a market that is too small to ever be served by massive corporations pumping and dumping american chart fodder. This can apply to any small market – a corporation from overseas is not the right business model to mediate between what could be 1000 artists, and what could easily be 100,000 people who are interested in this music largely because it is local and it is niche.

What is the right business model to mediate

I believe by getting involved in more aspects of the business we are not only getting experience but we are building loyalty in the market. The purpose of this is based on the fact that we really know nothing about the music industry except what I’ve already stated:

– musicians will want to be heard

– niche fans will have an ongoing interest in niche music

– the current model is based on organisations far too big and cumbersome and relying on a dead “superstar” based cultural paradigm to ever manage these multitude of niches properly.

But if what we do now helps musicians and fans, it means that in the future, whatever it is musicians have to do to be heard, and whatever fans have to do to enjoy and actively consume thess relevant niche experiences we will have the trust and loyalty to offer this market confidence in conducting transactions through and with us.

Bands will still want cd duplication just the demand will decline to the point cmparable to vinyl now. Bands will still need printing and postering / flyer services – design, websites and services related to marketing and promotion, and branding especially. Fans will want information, and merchandise which represents affiliation and

Determining exactly what will be valuable enough to be the most viable though – well that takes a crystle ball, unless you’re feeling lucky or maybe you just have a hunch . . .

Maybe it’s back to my old business plan for the magical website that does everything . . .


Alright today we’re talking about rolling out packages for our new online music marketing campaigns. I’m in a constant state of refinement! That’s how you make it work. Keep trying different things

We’re throwing around a lot of ideas about how we will build music marketing campaigns in 2011.

We need to make our packages affordable and clearly defined. This is a business, I’m a businessman and entrepreneur, I need this business to work for me as well as delivering what artists want.

Artists want to be famous. Most artists will never be famous. Usually I aim to make artist their money back. If they can make their investment back, they are still in the game, they have moved forward in their promotions, and they have broken new ground in terms of their business.

They have a business that works, then they will need to refine and scale it to the point it can cover your bills. But first I got to cover my bills!

SO the new plans we’re drawing up aren’t radically different, It’s just a little bit more “macdonald’s” except it tastes good because I’m still head chef. I just want to make it easier for artists to choose the meal combo they want, and to know what they’re getting.

It’s like a Big Mac. It’s not going to be the best thing for your career, but it’s a whole lot better than starving for online promotion, and it’s very comforting to know what you’re getting is what you can expect.

SO we start of with month long platform units, then move to 2 month mini-campaign units where all our platform stuff works in synergy to promote certain concepts following a theme and offers with big deal ideas.

How much or many of those do you need? Who knows. Will your promotions stuff – internet systems put in place – probably have a glitch or break down and need to be fixed? Sure.

Will I go on and on about confusing internet marketing concepts? Definitely.

Well it takes as long as it takes until you recognise where your opportunities lie to develop your business, serve your fans.

If you get signed from that point, if you sign some kind of deal with some kind of backer, you may or may not still need us. That’s for the future.

You may have to stay independent, and manage your assets long term, maybe that’s the role we’ll play. It’s as I’ve said, so much is open ended in the music business, especially right now. Serve the fans and you’ll have a career, and you’ll need us to manage and do admin so you can coast on your achievements. Who knows. That’s for the future. For now we need to build your music business and it will take years, so we had better get started.

At the beginning you must build your platform with a number of units that represent the services you may need.

Website unit: $250 in a month

You must have a website to promote yourself online. You get your blog and newsletter set up included, and of course you get the domain and hosting for 12 months.

Ad campaign unit: $250 in a month

Full ad campaigns on adwords and possibly facebook. Includes at least $100 free credit.

Newsletter, Monetization and syndicated content unit: $250 in a month

Content developed for biography, newsletter, press release, article marketing, blog posts, short campaign executed for linkbuilding etc. affiliate marketing and/or advertising set up by request.

Social Media Set Up and Blast: $250 in a month

This sets you up on all major platforms, and we use various blast techniques on twitter, myspace and facebook to attract targeted fans as appropriate. Social media channels tied to syndicated content channels.

Video and Promotion unit: $250 in a month

If you already have a music video great, nonetheless you need to create an intro video for your homepage – the specific point of being encouraging signing up people to your newsletter, and/or other specific outcomes.

Blog Publicity unit: $250

This is a bit of a new one for us. Lots of people offer music publicity, it starts at about $2000. I copy them as far as I’m able, but I don’t really have the contacts. I do have a few techniques I use that can work though. We need a letter to charm the bloggers, we need a killer offer or angle for them to get in behind, and of course my staff will do the legwork of identifying who to send to, and then actually sending them out from your email. No fuss for you, rock star!

SO then we move to the campaigns, which plan and execute on all these parts of the platform around a core idea.

Usually that idea involves selling something, promoting an event or just trying to get fans to tell their friends and sign up even more fans for when you do try and use this to sell something or push a tour or something.

The idea is they are mini campaigns that come in waves bimonthly so your fans never get the chance to forget you and you’re there with something new to sell each time, as well everything else you’ve got available.

Content is promotion, offer a good concept, and then tie it to a transaction your fans will accept.

It’s marketing, stupid.

But how many mini campaigns do you need? What is the natural trajectory of this?

do it twice, do it 20 times, we’re going to hit a vein at some point, we have built a system to accomodate at least a few thousand fans before you have to step it up, so we’re ready.

And you’re going to get 1000 fans at some point. You’re going to start making money, a lot more than you pay me.

There are going to be different business priorities, first one being paying me more. Whatever I’m doing will be working so you’ll want to keep doing it, and you need to look after your fans, and be there, it’s our job to make that happen.

Managing all those fans will start to create administration issues, but also now that you’re making money we need to get down on some serious business, optimizing the whole market we’ve got going with the right products and offers, the right partners, the right deal for the right fans.

You’ll have to start giving me more money to cover everything as well as keeping those bimonthly campaigns rolling over until . . .

Something gives, you break at some point.

Either one of our mini campaigns catches fire it may be the first, in may be the 20th, or, you reach a critical mass, it might be 1000 it might be 10,000 but something changes.

People are taking notice. A big opportunity comes along. When that happens, well we can celebrate, but that’s gotta be 18 months away at the very least. Maybe you will have given me $6000 by then, but I should hope you’ll be ready to make it back, and I guess those parameters offer a lot of opportunity still!


A proposition must look attractive to your fans. The same way I titillate you with possible deals that seem irresistably workable, you must tempt the fan with what you can offer.

That’s what I do here, play with ideas about what my audience wants and how I can give it to them.

I could offer a deal of $5000 and 2 years. Give me $5000 now, and if you don’t make it back directly off systems I put in place within 2 years, I will give it back to you. Wait.

Give me $5000, I will do 288 hours work for you over 2 years, I will collect all the money you make online, and then I will give you at least $5000 plus whatever else you may have earned.

No that could be tricky. I just need to pay you $5000 if you don’t make it back in 2 years.

Butit’s a stretch, no ones going to front me $5000 just yet. That’s why we talk about platform units and mini campaign units.

How many campaigns do you need? Well initially, a mini campaign may not make back the $500+ you pay me. But sooner or later it will. What then? Why stop?

You might be signed, you might still need my services, you might not. I’ll be doing fine I’m sure, as will you and the opportunities we have to make a great business arrangement in the new music industry is wide open!

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