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Thoughts on SXSW 2010 Music

It use to be that merely being invited to showcase at SXSW was enough to garner attention, networking, and with a bit of luck perhaps a leg up in an act’s career. Not any more. There are more acts than ever showcasing at the fest, not to mention what seems like hundreds of parties, official and not, and tons of unofficial shows (“official” meaning registered with the fest, and many parties & shows are not). So, as with SXSW marketing, bands ideally should really hustle themselves to get lots of opportunities to play during the fest. One show ain’t gonna cut it any more.

Oh, you thought this post was going to be about all the new discoveries in music at this year’s SXSW? Ok, well I definitely missed out on a lot of shows but one standout, at a Berklee College of Music daytime showcase, was Audible Mainframe. WOW.

Posted Saturday April 17, 2010
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Great Advice From Smokey Robinson

Posted Friday April 9, 2010
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Thoughts on SXSW 2010 Marketing

The biggest takeaway for me was temporary branded venues. Temporary in the sense that they were only for the duration of the festival but many were in actual brick-and-mortar buildings vs. tents. This is an idea that began at least a few years ago and seems to have really taken off. No surprise there, as it offers a great opportunity for brands to create and control an entire experience for consumers over the span of several days.

Many venues featured free day parties with comp food & beer (a sure way to attract a crowd) and of course live music. Zone Bar’s Live Create Lounge featured laptop stations, wall art that attendees could contribute to, an interactive word-magnet wall (a bigger version of what’s likely on your fridge), a cell-phone charging station and of course plenty of free Zone Bar’s. Added value fun and convenient stuff is a smart idea.

Other examples include Canada House, British Embassy, and Levi’s Fader Fort, the latter of which partnered with local music charity Health Alliance for Austin Musicians who helped spread the word and benefited from sales of Levi’s apparel. This kind of partnership between national brands and local music-related entities is something I am a big advocate of and would love to help other brands get involved in.

Canada did a nice job of cross-promotion between their venue, a hosted day party open to badge-holders and invited guests (in a different, outdoor location), and a booth at the trade show. Well done. And most importantly they offered great music from bands like Plants and Animals, You Say Party! We Say Die!, Born Ruffians, and Radio Radio. For Canada’s wrap up and a free download of their Canadian Blast SXSW 2010 Sampler, go here.

Posted Tuesday March 30, 2010
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Why Artists Need to Know Their Business

An artist’s first job and top priority is to pursue his/her creativity, whatever that means to that artist. That might mean recording, writing, singing, performing, painting, acting, cooking, finding a cure for cancer, or any combination thereof.

But the road to creative fulfillment is paved with artists who got totally screwed by people on their “team”, people who they probably trusted a great deal to handle their business (label, legal, financial, marketing, touring, etc.) so that they could focus on being creative. Merely off the cuff without thinking too hard about it, artists that come to mind who fill that bill include Prince, Billy Joel, TLC, and the Beatles, not to mention the thousands of lesser known artists.

I’ve gotten into heated debates with artist friends over this topic. I am of the firm belief that an artist should understand the business side of their work – however distasteful that may be – for the sole purpose of protecting themselves from the wolves at the door, who may or may not be strangers. Not saying artists need to become experts in every area, nor do they need to always be looking over the shoulders of every person on their team for the duration of their career. Ideally a balance can be struck whereby an artist can focus on creativity, but still be aware and savvy enough to know when things are getting hinky and act before any real damage is done.

This delicate balance will be different for every artist, and this is one reason why industry conferences such as South by Southwest represent a great opportunity for music artists to get something of a crash-course in the business side. And if SXSW is too difficult to get to, check closer to home for similar conferences in your area. The success of SXSW has inspired a great deal of copy-cats, albeit smaller, in lots of other cities.

There are also plenty of websites and books that cover the business side of music. Entertainment attorney Don Passman’s All You Need To Know About The Music Business is widely regarded as the all-encompassing bible. Starpolish is also a great resource, and be sure to check out their excellent forum as well.

However you go about it, if you’re an artist, please protect yourself. TCB!

Agree? Disagree? What do you think?

Posted Monday March 29, 2010
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Musicians Using Twitter in the Creative Process

Social media has long been a great avenue for musicians to connect with fans ever since MySpace blazed the trail some years ago. Although that particular platform has nosedived to has-been status in recent years, the paradigm shift it ushered in remains entrenched and probably will be for a very long time, though the players will always evolve.

Hopefully most artists enjoy the direct interaction with their fans that social media offers. Some may at times view it as yet another necessary but sometimes unwelcome distraction from the creative process. But in a fascinating development, Twitter recently acted as a catalyst for creative collaboration for Curt Smith of Tears For Fears and a means for Erykah Badu to – quickly – get clearance from Sir Paul to sample a Wings song on her upcoming release.

In a related but slightly different vein, 30 Seconds To Mars used a dedicated website to allow fans to be a part of the recording process and contribute artwork for their latest CD. Look for the details in this article.

Love it! What might this bode for the future? (Marketers could learn a thing or two here.)

How have you used social media in the creative process?

Posted Thursday February 25, 2010
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Marketing with Music and Almost No Money

Original Post 2/1/08:

Got $10 to spare for a marketing effort?

Sell A Band may represent the new paradigm for emerging acts in music, given the slow implosion that major labels are currently experiencing, not to mention the coma that music-centered retailers are in.

On Sell A Band, you can search around for acts that your customers like and if you find some, you can sign up for free as a Believer and invest in increments of $10. And of course artists can sign up for free and invite friends and fans to invest.

An especially good idea for small businesses with a strong online / e-commerce aspect, and those who want to build their web presence.

UPDATE 2/24/10: Sell A Band has declared bankruptcy and may continue under the auspices of new ownership, but that remains to be seen. Full story here

Posted Wednesday February 24, 2010
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Managers of Music Acts Segue Into Fine Art

Could this be a much needed shot in the arm for struggling, unknown fine artists? Or a death knell as fine art follows in the footsteps of the music industry?

Posted Thursday February 18, 2010
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Another Band Gets Screwed by a Major Label

Hailing from the thriving metropolis of Tyler, Texas, the band Eisley wowed Texans like me several years ago making beautiful indie-rock that belied their adolescence.

Major labels get excited over acts like that, and many bands look at major label deals as the Holy Grail, the road to superstardom and endless creativity. Sadly, that reality is as elusive as the Grail itself, as bands almost never achieve what they think they will, and what the labels often promise.

After years of frustration and creative limbo, Eisley has finally been released from their deal with Warner Brothers. Fortunately in today’s digital age, bands have many more options and opportunities to gain exposure, which is a big part of why majors have been hemorrhaging for some years now.

Their story is far, far too common and hopefully serves as a cautionary tale for any act that is hungry for a label deal.

Posted Wednesday February 10, 2010
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At Least It's Not "Battle of the Bands"

I’m not a musician but this looks like a pretty cool thing to try and win. I absolutely HATE the tired, worn-out cliched “Battle of the Bands” formula. So much so that I just fell asleep while typing the phrase.

A big part of what’s wrong with the concept is that they typically do very little for the “winner”. But this one, sponsored by Guitar Center, gives the winner studio time to “record a 3-song EP with the legendary producer behind Guns N’ Roses – Mike Clink and have Slash write, record and perform on the winning artists’ single”, plus a bunch of other cool stuff like gear, gigs, and promotion. Now I suppose writing and recording with Slash might sound better to musicians of some genres more than others, but wow, what a great opportunity for any artist to learn, create, brain-pick, and hobnob with some genuine stars in music.

If you’re a musician, what do you think? Have you had a good experience with a “Battle of the Bands” contest? Like I said, I’m not a musician, but it sounds like this one’s worth entering. (I swear, one of these days very soon, I will learn to play my guitar!)

Posted Wednesday February 3, 2010
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Indie Rock? There's An App For That.

Alison Kimszal over at Eat Sleep Breathe Music tells us of a new iPhone app developed just for makers and lovers of indie music, and maps artists regionally. An indie map app, if you will. Artists – signed and unsigned – are encourage to submit material to the app developer.

Posted Friday January 29, 2010
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No Depression's Virtual Open Mic

There are about a squillion-million-jillion websites for acts to upload and “promote” their music, but you gotta figure that if it’s being offered by the venerable roots-music champions at No Depression, it’s one worth checking out. Here.

Marketers, take note: you should consider paying for, distributing, and promoting a compilation cd of participants; and sponsoring a tour. Or all kinds of other ways to partner with such folk. Great way to connect with the musicians, loyalists, and enthusiasts. Emerging acts need help with promotion and touring and you can be a hero if it’s done the right way with the right artist(s). Matter of fact, that pretty much applies to just about any act that’s not a superstar.

Posted Wednesday January 20, 2010
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Better Than The Van

With South by Southwest a mere two months away, hopefully musicians playing the music portion of the fest (and those coming in the hopes of landing some guerrilla gigs) are touring their way to Austin rather than just going round-trip from their home base. If so, then Better Than The Van, a touring-band-support-system-cum-social-network, is very much worth looking into.

Marketers have a great opportunity here as well, not just for acts on the way to SXSW, but all year ‘round. BTTV offers dirt-cheap advertising, and I for one see all kinds of opportunities for great campaigns.

Posted Tuesday January 19, 2010
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Social Media Tools for Bands

Many artists who don’t have a team to help them are understandably loathe to spend time on the business aspect of being creative, because it leaves less time for them to…well, be creative. On the other hand, maybe being able to interact directly with fans and potential fans is more palatable than other sometimes necessary evils, like photo shoots or spending hours a day on booking gigs. For those lucky enough to have staff, fans, or significant others to help with those pesky promotional efforts, here is another chunk of good advice from Mashable on using social media to help you be more successful.

Posted Monday January 4, 2010
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Too Much Joy's Hilarious Royalty Statement

A well written rant on the sad but all-too-true and commonplace scenario when not-so-huge bands have to deal with their major label’s royalty payments. Check it out here.

Posted Friday December 4, 2009
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Street Teams

Record labels and independent musicians have been utilizing street teams to deploy on-the-street guerrilla marketing tactics for a long time. But mobilizing these fans can be a complicated exercise in logistics and time management.

Now there is an online software platform available for managing street teams no matter where they are. A great idea whose time has come and something events also should look into. It’s comprehensive, user-friendly, with built-in quality control and incentives for the best street teamers.

Check out Fancorps.com.

Posted Tuesday April 22, 2008
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Thoughts on South by Southwest '08

No surprise, SXSW was replete with way too much to do to squeeze it all in. Crazy! My musical highlights included punk veterans X and I finally got around to seeing Tom Freund, for whom a friend plays drums. I’d say his music is a cross between Lucinda Williams and Leonard Cohen. WOW.

And of course it was a marketing explosion. Very well done in most cases, I’d say, although there was so much of it that it’s easy to get lost in the chaos. Dell did a killer lounge in the convention center, with a fake fireplace, plush carpet, and acoustic acts playing during the day. Probably something they do all the time at trade shows, but not really the kind of thing you see at events like South-by, where the marketing is as much B(usiness) to C(onsumer) as it is B to B.

Several companies had their own venues, be it an actual existing brick and mortar space or a big tent they popped up just for the occasion. Either way, it’s an effective way for a brand to take ownership of the goings-on and then share that with consumers. A nice version of the pop-up store concept.

There was a good bit of “ambush marketing” as well – non-sponsoring companies (who are often competitors with the official sponsors) just showing up and giving away product and swag – which sucks for sponsors but it happens all the time at events. It would be nice if event organizers would police that more effectively but sometimes they can’t and then sometimes they just don’t.

Posted Thursday March 20, 2008
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South by Southwest Hosts Marketing with Music Panels

One of the (many) reasons SXSW is such a hot property is the daytime panel discussions at which top industry pros discuss myriad topics relevant to the business of music. Panels are only open to badge-holders, which means you have to be a festival registrant. (SXSW also sells wristbands for fans who are only interested in attending the artist showcases.)

This year there will be two panels discussing the partnership opportunities between bands & brands:

Brands, Bands, and Fans
Here’s the description of the panel according to the website:
With the traditional music industry in a state of flux, new opportunities for investment and exposure are arising. Music has the ability to inspire passion, engage audiences on a variety of levels, and offers a versatile media for conveying thoughts, feelings and ideas. It is no surprise then that consumer brands around the world see music as an effective platform for delivering a brand experience. Leading music and brand specialists look at which campaigns actually succeed in putting value back into music, and what lessons can the music industry learn to develop preferable brand partnerships in future.

This Year’s Model: Brand Labels
Description:
The music business is undergoing a sea of change as name artists become free agents and new artists question the value of the traditional label/publisher relationship. There are only so many movie, TV, and game slots to expose new music. Starbucks Hear Music has opened the door to yet another alternative: the brand label. Brands are becoming very active in working with artists in more of a partnership arrangement. The panel will discuss the opportunities and ramifications of this new model.

Posted Wednesday March 5, 2008
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South by Southwest

Spring Break for music industry folk takes place every March in Austin, Tx. Being a native Texan, SXSW is a ritual for me. Now that I’m in Seattle, it’s not as easy to get to, but get to I do.

When I first started going in the mid-90’s, folks were complaining about how it had grown from a cool little event that showcased the best of Texas and regional music, to a commercialized sellout that kowtowed to the major labels. Well if that were the case circa 1995, it’s now a grotesque orgy of expense accounts, schmoozing and marketing, with a little music thrown in.

I still have a blast every year! Drop me a line if you’re going.

Posted Sunday February 24, 2008
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Blurring the Lines

Superstar hip-hop producer Timbaland has agreed to produce songs exclusively for distribution to subscribers of Verizon’s V-Cast service. Subscribers will get other exclusives too, such as “making of” videos, and of course ringtones and ringbacks.

You might be saying to yourself, “Wait a minute, I thought Verizon was a cell-phone service. But this sounds more like an entertainment service.”

Now THAT is Engagement Marketing.

Posted Friday February 8, 2008
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Marketing and Music Industry Chaos

The music industry is in something of a Jekyll and Hyde situation right now. CD sales have been in decline for several years, and the ball is rolling downhill faster and faster. This means that major record labels are slowly imploding. That’s the down side.

The up side is that music is more ubiquitous than ever; bands and artists have MUCH more power and options than ever; and there are tons more marketing channels and ways for an artist to build their business besides selling records.

Not long ago it was cd sales (“units moved”) that was the only measure of an act’s success, and touring was primarily a means of promoting and selling cd’s. But the decades-old paradigm is shifting. Full-length cd’s are being eclipsed by single downloads, and music is often given away for free as a promotional tool that then hooks the fan into buying merch, concert tickets, not to mention the ever-increasing pool of artists’ ancillary businesses such as clothing and fragrances. CD sales tracking is now only one element of the overall success measure, as things like live shows, ringtones, blog and chat room buzz, and social networking show the bigger picture of who’s hot and who’s not. Very often cd sales don’t translate into ticket sales, and artists who don’t sell many cd’s consistently play sold-out shows. Artists who use to be tied to major labels out of necessity are now taking control back and doing all kinds of never-seen-before experiments and deals. It’s pretty exciting, unless you’re employed at a major.

So major labels are hurting badly, other things are still evolving and have yet to settle into a predictable methodology, and many other music business aspects are positively thriving. It just so happens that those thriving parts, and even the still-evolving parts, are the ones that a business of any type and any size can utilize in a marketing partnership. Don’t let any reports of doom and gloom give you the wrong impression. These are the days.

Posted Thursday December 20, 2007
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Great Info for Musicians

Here is an excellent resource for finding all manner of advice regarding the music business. Any baby band or emerging artist has to take care of their own business at least for a while, like it or not. Not knowing the tricks of the trade can really hurt an artist creatively and financially, and in fact has hurt many including some of the most well-known. The Beatles, for one.

Even after an artist has achieved a level of success that warrants having a manager, booking agent, attorney, publicist, business manager, label, publisher, distributor, etc., it’s still important for a musician to understand the business. This can be difficult because business often feels counter-intuitive to a musician’s creativity. But there are literally hundreds if not thousands of horror stories of musicians who just didn’t know any better and got totally screwed because of it.

There are tons and tons of books, blogs and websites that dole out music business advice and tips, but I like this as a real user-friendly and easy to navigate page; and the information is sourced from bona-fide industry pros. I’ve checked out a few of the articles on the page, and so far everything is very thorough and spot on. I highly recommend taking the time to utilize this valuable resource on a continual basis.

Posted Wednesday December 19, 2007
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Music + Marketing = Win-Win

Digital Music News reports a huge investment by energy drink brand Red Bull into the music business, including a state of the art recording studio at their U.S. headquarters in California. Details are scarce for now, but the report also says that many top music executives are in on the happenings.

Clearly the brand is looking to enhance and expand its lifestyle profile by adding music artists to the list of tastemakers and events, mostly in the realm of extreme sports, that they are already aligned with. It remains to be seen whether these artists will be household names or not, but my guess is they will first go after acts who also fit into the extreme sports lifestyle, such as emerging acts in punk, and DJs.

This arrangement should be a win-win for Red Bull and the artists (and labels? producers?) it works with. The scenario will likely include things like Red Bull having exclusivity on some singles that can be digitally and otherwise distributed to their consumers; and of course tour support. In exchange, the artist will probably get free studio time, added exposure, and of course money. The trick here is to work the deal so that the artist gets the money and promotion without feeling like – or coming off to their fans as – a shill. Look for an upcoming white paper on this very subject from Combo Platter.

Often referred to as “Bands and Brands” or something similar, you will see lots of discussion on this type of association here.

Posted Tuesday November 20, 2007
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