This post wasn’t planned. If you’d asked me this time yesterday if I’d be talking about how to promote a band online, I’d have shrugged off the idea.
But then something changed.
I recently bought a product about using Soundcloud for podcasting and there was a follow-up Google Hangout that I joined.
I thought the Hangout was going to be Justin talking about how to use Soundcloud. And it kind-of was. But it also turned into an interview which – as you can see from the video – I wasn’t exactly prepared for (not that I’d use a makeup artist but the webcam wasn’t fantastically set up either.
But one thing led to another and Justin asked how I’d promote a band…
Not something I’ve ever done.
I’ve listened to lots over the years, bought lots of music, listened to even more.
My first reaction was that my preference is for live music.
So long as the concert hall couldn’t double up as an aircraft hanger, I very much like live music.
So I suggested that a band could do a live concert but as a Google Hangout.
It’s probably already been done. Lots.
But that doesn’t mean it shouldn’t be done again but catering for your band’s fans.
Then Justin suggested that I do a podcast expanding on the idea.
He mentioned that Ed Dale does a fairly regular podcast called Walking with Larry where he shares his thoughts whilst walking his dog, Larry.
OK.
I’ve not got a dog but I do go for a walk most mornings.
I could probably figure out how to download the Soundcloud app for my Android phone.
And I could probably figure out how to use it to record something.
Android apps are supposed to be intuitive and easy to use. And if I was a teenager they probably would be. So I went to YouTube and found out where to find the menu button that says “Record”.
And, whilst walking this morning, that’s exactly what I did.
My mind had been buzzing since the interview and this was the result.
Bands face several problems:
- Music is perceived to be free or cheap. Maybe 99 cents for a track on Amazon or iTunes on a good day.
- Music is easy to rip off – according to the music industry, home taping (now home recording or ripping) has been killing music for almost as long as I’ve been around. I remember drawing the logo onto a cassette inlay card. But actually it’s failed to do that and there’s more music available than ever before.
- Music has diversified. That’s both good and bad. It’s no longer a handful of genres, it’s sub-genre (niche in internet marketing terms) after sub-genre.
- The price has dropped. The first single I ever bought cost 10 shillings (50p) in 1969 (just over a dollar at the time). Adjusted for inflation that would now be £7.18 or $12.21. For two tracks, one of which (the B side) I almost certainly didn’t play more than once if I played it at all. If you still buy CDs you can normally get a whole album for that kind of money.
- It’s just too easy to get lost in the crowd. Much the same as it is in internet marketing.
So I recorded this podcast with some ideas:
[embedit snippet=”promoting-band-podcast”]
The first place I turn for music is YouTube.
Bigger bands have an official video and videos uploaded by fans, some of which have lyrics.
So one of my suggestions was for one band member to upload the Official Video – almost certainly with those words after the band name and song title.
Another member should upload the version with lyrics.
And another the “in concert” (or “in practice”) video.
I didn’t suggest an unplugged version but probably should have done.
Lots of versions helps – it’s rare to go to YouTube and just find one version of a song.
Frankie Goes to Hollywood exploited this (by releasing lots of different versions of their singles) to such an extent that the rules for compiling the UK pop charts were changed to only allow 3 variants to count towards sales.
It’s not the same as internet marketers spinning articles – different versions of tracks are mixed differently. Sometimes totally differently such as Jam and Spoon’s Flamenco version of their Right in the Night track. Sometimes extended versions to complement the radio edit or the 7″ and 12″ single mixes for those of us above a certain age.
Then I suggested using playlists.
They crop up everywhere on YouTube. I hadn’t checked at the time but I guessed – correctly – that Soundcloud also has playlists.
Anyone can create a playlist and bands can insert their tracks into the ones they create. That’s perfectly within the rules and some people listening to the playlists will think “I like that track” and you’ve potentially got a new subscriber.
Another thing you could do is a gig with several other bands.
Most venues have quiet nights where they’d be happy for you and several other bands to play. Especially if your fans buy drinks or snacks whilst they’re watching.
Whilst any single band playing may only have a handful of followers, combined they’ll be a reasonable number.
Each band would publicise the event to their followers and Facebook likes would help attract others who has similar musical taste but hadn’t heard of the groups playing.
That’s where the home taping side comes back to turn into sales – you can’t attend a live event without paying the door charge.
When I sent to see Stagecoach at a local pub, several friends joined me. They were the headline act but we were the only people there – apart from the band – who knew the lyrics. Most of the rest of the audience were fans of the other bands playing. Plus a local record shop owner who I was accused by friends of chatting up because we were talking about vinyl and 80’s groups even though she wasn’t alive in the 80’s. I was just making conversation, honest!
Making interesting videos – fairly easy if your band has or knows someone “arty”.
Vampire Weekend decided to create the video for the track Oxford Comma in several parts but shot in one take.
You’re unlikely to get the 10 million views that they’ve got but it doesn’t mean you can’t do something different.
Too many music videos haven’t changed format in the 40+ years I’ve been watching them.
They’re formulaic and you could guess the genre with the sound turned off.
Be different.
Merchandise
Even the newest band almost certainly has a logo.
If you don’t, talk to one of your arty friends or get one done on Fiverr.
Then use Teespring or Cafe Press or similar to sell them.
There’s more money in merchandise – ask Angry Birds whether their free app or their merchandise makes more money per sale – and it’s more difficult to rip off.
You could even do one-off t-shirts for your one concert “tour”. With a link only available to people who attended.
Amazon
And probably iTunes (I’ve not used that as I’m not an Apple person and find the iTunes software as intrusive as a virus)
But the Amazon division called Create Space has a separate drop down option for Indie Music. Which in itself should tell you something.
Make the tracks available for download and physical CD purchase.
It doesn’t cost any more apart from getting some artwork created and it makes you look bigger than you are – much the same as the thought that only real authors get books published.
But it gives the impression that you’re bigger than you currently are, there’s a chance that if you can persuade enough fans to buy your tracks you’ll end up in the “other things people bought” list and it’s nice getting even a few cents royalties every now and then.
Distribute your tracks
Bands have done this all the time.
DJs are used to getting advance – white label – copies of tracks.
There are probably DJs in your genre who’d be more than happy to get a copy of your tracks and maybe even play it.
Hunt them down – there will be specialist internet radio shows for your genre, some with lots of listeners, others with maybe no more listeners than you’ve currently got fans.
The same goes for blogs.
For instance, if your genre is metalcore then talk to John Shea and see if he’ll interview you.
And, no, metalcore isn’t a genre I listen to but I have talked with John and know that’s his passion.
There will be similar blogs in any genre you care to name and quite a few of them will be happy to interview you as a way of creating more content for their site.