One of the biggest issues I see as I come into contact more and more with indie artists is the lack of clear marketing. The fact is, the next "big thing" in music will be pushed upon us by the marketing machines of big labels. It won't have anything to do with good music.
So, what do indies need to think about? Firstly image. Yes I know, folk will be screaming at the screen now and say it's the music. But for this article, we are assuming there is an audience out there for your music already, you just need to find it.
This article is not a list of things to do, more, it's a things to think about. Image is really important. It has to come from the core of what you are about. Not created to fit with what the people want. If you are honest with your image, your target market will come.
Marketing is all about selling a product and your music is more than "art" it's a commodity that you want to sell.
First thing to think about is a "unique selling point". This is what makes you different. What makes you stand out and what makes you different to all the others? Seriously, it matters. It's what made people like David Bowie stand out. A genius of recreation. But always honest to himself.
Secondly you have to understand the basic marketing premise of AIDA. This is simple really, but hard to do.
A = Attention.
How do you grab the attention of your prospective listener? Image, colours, music, movement. All these things are "natural" elements used by marketing men for generations.
I = Interest.
Once you have caught the gaze of the listener, you need to keep them interested. This is basically smaller "attentions", movement, colours, sound. It all depends on you and your music. More of the core revealed.
D = Desire.
Once you have their attention and you're keeping them interested, you need to build a Desire to buy. Often this is by "association" whether that's you being played by Lady Ga Ga or your political opinions etc. Association is massive and all encompassing. She's eating that chocolate bar and she's sexy so I need it too!
A = Action.
This is the most simple one. How do they now get your music (or chocolate bar - vegan of course)? These are now more often than not links to where to download. Make sure you have a linktree or something similar because people buy from all different places and if they don't see iTunes they might not buy. Twitter is a big promo tool these days and SO MANY bands and singers don't have a pinned tweet with links. It's madness not to use this facility.
All of the above relates to your website, your videos, twitter, instagram and even press releases. Try to think like the newspaper man and come up with a grabbing headline! Journalists don't want to have to work too hard, give them the ideas!
So, there's a brief overview of the basics of marketing. The complexities all come from breaking these elements down and that's where a lot of people fall down. Understanding who you are and portraying that well, in a clean, crisp and uncluttered way.
I'm always open to helping so if you need help, just say!
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