One of the questions I’m asked by my clients is, “How do I make people listen to me on the web, with SO MANY other artist out there!” Well, this is not much different than when you had to get them to notice you before the web. The approach, of course, is EXTREMELY different. But the concept is not. Be different!
A question I ask most artist when first meeting them is, “What makes you different? And if I’ve ever heard part of your answer before, you lose!”
Keepin’ It Real/Street has been used. I speak form my heart has been used. I make the people dance/ have fun…all used before. I’m actually good/have talent……used A LOT. Since the web took over about 15 years ago (if you think it has been less than that, it shows how far behind you really are), very few artist have taken advantage of the opportunities presented.
First, lets do some math. When I did sales, we used a 10% rule. 10% of EVERYONE you talk to will be listen. 10% of them will buy. And 10% of them will return in the future. So use that formula when promoting yourself. If you use “traditional” techniques, if you could find a way to meet and talk to 100 people in a day, using the 10% rule, you will have one sale. After 10 days, you will find a fan. Using new technology however (including cell phones), in 1 day you could easily, and effectively, reach a thousand people. Do the math. That’s 100 sales and 10 new fans a day. Now remember, I said EFFECTIVELY. Posting a bulletin on myspace/facebook, or sending a blast email to everyone on the web you know, does not count. That’s the equivalent to stuffing flyer’s in peoples windows on a Saturday night outside the club. But EFFECTIVELY reaching out to people on the web or cell phone, you’ve become the equivalent to a few hundred street promoters.
“Well, what’s ‘different’?” you ask. That’s up to you, find a niche. Nurse it. Watch it grow. One advantage you have as an artist is, you’re CREATIVE. Take that creativity, and apply it to pushing yourself. No one but fans will want a t-shirt with your name and/or picture on it. But find a way to use your name and/or picture with something ANYONE can relate to, and you have a GREAT marketing tool. Make some 11×17 calendars with your band’s picture on it. Find something people want and use, and tag yourself with it. Make some wallpapers for cell phones and offer them on your web site. Make exclusive mastertones. Be an ARTIST!!!
All of the ideas above have been used, but find a NEW way to do them!!! Buck the system and RE-CREATE THE WHEEL. Now is the time. There is No, I repeat… NO… formula for success. If there was, it would be available in bottles and sold by Universal or Disney. If every day you wake up and find a new way to market yourself, you WILL find success. The question is, do YOU really want it?
