Archive for June, 2014

Promotion seems to be what every indie artist struggles with the most, but it’s also one of the most important aspects of any artist’s career. Even if you are paying for PR or some type of promotion, there are things that you can be doing that will put a strong push behind your campaign. In order to help you out, I’ve put together a list of 10 steps you must take in order to make the best out of promoting yourself.

BEFORE YOU BEGIN PROMOTION:

A big part of your promo campaign will be spent on PREPARATION. There are a few things that you need to do before you even begin to promote that will really help give your promo a better chance at getting results. A lot of artists don’t plan and prepare, they just jump right on in without having the tools to get the job done. Here are a few things that really help give your promotion the push it needs in order to see that return on investment:

1. MAKE SURE YOUR PRODUCT IS GREAT! You are competing with a ton of other musicians, including the major artists, which means that your music must be mixed and mastered. Think about it…potential fans (that aren’t in the music industry) are used to hearing music on the radio, at clubs, festivals, stores, etc., which means they are used to hearing top quality records. So, you must deliver! Plus, it gives your records a better chance at getting played by DJs. Also, not every record that you record should be released. It’s good to be able to test out your records by playing them to associates behind the scenes and getting as much honest feedback as possible BEFORE you decide to release them. Learn about our music feedback and A&R service.

2. Find your NICHE and narrow down your TARGET AUDIENCE. Know your brand. What makes you special? What do you want to be known for? Who could you be compared to? Who does your music appeal to most? Then cover your grounds. Where do potential fans go to find new music? Where do they hang out? Think of all of your options – indie record stores, the mall, corner stores, and small businesses in your neighborhood, restaurants, etc. Think outside the box. By answering all of these questions, you will have a much better idea of who you are, which allows you to understand who you should be promoting to. It’s not about getting your music in front of just any audience, you have to get your music in front of an audience that would be interested. Learn about our Fast-Start Program.

3. MAKE SURE YOU’RE BRANDING IS ON POINT! This means, you must look the part! You should have an official website in place and updated with professional photos, bio, current shows, social media info, mailing list, and blog. You need this for a few reasons: for one it makes you look like the professional artist that you are. There are way too many “artists” out there with no website (only a Facebook page and/or Twitter or YouTube account) and it doesn’t make their brand look very good. Those that are successful all have official websites. So should you! Plus, your fans need a place to filter the traffic back to. You won’t get in XXL mag, the Source, and a bunch of other sites, if you don’t have an official website. Your results will be mediocre at best. Learn about our branding, design, and content services.

4. Make sure that you have THE MATERIALS to promote: This means promo graphics that appear on all of your social networks (Facebook covers, Twitter header, you get the point). Your brand must be recognized across all platforms and whatever you’re promoting should stand out. This is called brand recognition. You also should have a video for your single (or at least a professional graphic, if you haven’t shot the video) that you can promote with the link to the song. I’ve always noticed that artists that promote videos get a better response out of promo than an artist without a video. Also, if you have online flyers and/or promo graphics, be sure to have them handy. If you’re going to run a contest, be sure you know exactly how it will be run. You must have all of these things organized and easily accessible so that you can promote properly. Learn about our branding, design, and content services.

5. Create GOALS | Map Out Your BUDGET. Do you want to reach a certain amount of views or downloads in a certain amount of time? Do you want to bring 50 fans to your next gig? Do you want to sell a certain amount of merch? The better idea you have at what you want to accomplish, the better your plan will be. Also, how much will your promo materials cost? How much do you have to spend on a publicist and other promo services? Do some research and put together a budget sheet. Check out this great article on how to create a music marketing budget.

6. PRESS RELEASE – Whatever you’re promoting must have a press release with all the intriguing details to make people interested. You have to make it easy for press to write about you. If you hire someone like myself, I’ll handle this for you. However, you should do some research on how to write your own press releases as well. Hiring a PR team to handle things for you can be a very helpful tool, however, there are things that you need to be doing yourself to help the campaign grow.

ONCE YOU HAVE THE PRODUCT:

7. NETWORKING | Street Team | Blog Outreach – Some of the best promotion happens behind the scenes. The more you get people talking, the easier it is for your music and brand to spread. Ways to promote behind the scenes: conversations with friends, colleagues, family – encourage them to share whatever it is that you’re promoting. STREET TEAM – gather a group of friends, family members, and people in your network to not only help with promotion, but utilize them for feedback on almost everything you do (music releases, performances, etc.). They can wear t-shirts with your name on it, they can spread flyers at their jobs, where they live, and they can post your music on their social media. BLOG OUTREACH – are you in contact with any blogs or publications? Make note of those who have supported your music in the past, as well as others you may have come across along the way, and be sure to build relationships and utilize them as sources for promotion.

8. Digital Campaign | Digital Distribution – Most people go online to find new music. You need to map out what and where you will be posting in order to promote your product. Make it interesting! Content is king when trying to reel people in and location is also important. Not only do you have to map out how your music will be promoted but you need to map out where people will have access to it. It is best to filter the traffic directly to your website and have your music available for download there. Also, you can use CDBaby or TuneCore to make your music available for sale on the major digital outlets such as iTunes, Amazon, Spotify, etc. You must also do your job to help the others that are posting your music. This means re-posting all tweets, press, etc. You must help promote those who promote you! That’s how you continue getting support.

9. MAILING LIST – A mailing list of your own is an amazing tool. And, I don’t mean finding random email addresses and spamming them with your music, I mean collecting emails of those who are interested in hearing from you combined with utilizing the emails of those who you have already been in contact with. You should treat your list as VIP, send them special offers, let them be the first to preview your new releases, give them cheaper concert tickets, etc. This list is GOLD!

10. PERFORMANCES – This is one of the most important factors in promotion. Your fans plus potential fans need to see you put on a memorable show. The more you impress people with your performances, the more people will want to see you again and again. Perform everywhere possible (except for pay-to-play showcases, you really have to use your judgement when it comes to those). Perform at open mics, get to know promoters and event planners, perform at as many local events as you can.

The key to marketing is to be able to grab and keep people’s attention. You need more than just a listen or a view; you need people to share. The key to this is getting people to feel some sort of emotion, because that’s when they take action. When you can make people FEEL something with your music and the way you present yourself, that’s when you’ll really start gaining some traction.

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If you’re following all of these guidelines, the next step would be to hire a PR agency to help get your music on larger platforms that have a big reach, while you do the leg work and build your buzz one-on-one and in your hometown. Why should you hire a publicist or marketing agency? Because they have the relationships and access that you don’t. You think this article was useful? Imagine what we can accomplish if we work together! When you’re ready to get started, contact us here.

Throughout the years of working in an over saturated music industry, you wouldn’t even begin to imagine the things that publicists, managers, A&Rs, and promoters hear on a day-to-day basis from artists, especially rap artists. We’ll go through a list of the “The Different Types of Rappers” that industry professionals come across on a daily basis. Don’t get us wrong, this will be entertaining, however informative. If you’re an artist, read through this and be sure that you don’t fall into ANY of these categories! If you do, it’s definitely time to make some serious adjustments.

The “Seeking Management but Don’t Know What Management Really Does but Need One to Save My Life” Rapper

The scenario usually goes something like this:

Artist: Can you manage me?

Exec: What are your stats looking like? Why do you feel that you need a manager?

Artist: This is my life yo! I swear I’m the hottest thing since Pac! I just need someone to help me! Can you just give me a chance?!

Exec: What do you mean by help you? What are you looking to accomplish?

Artist: Can you get me signed?

Exec: But you don’t have a following. Have you performed anywhere?

Artist: No, that’s why I need you! I need you to book me shows and promote my music and get me signed! Please I just need someone to believe in me. I swear my shit is hot!

Artists often feel that a manager is exactly what they need to get further in their career, when in reality they aren’t even at that point where they need a manager. They feel this way because they don’t know what a manager’s role is. They just feel that the manager is the gateway to their success and they don’t have to do anything but create, when that is far from the truth. A manager is not an investor or a magician, and is not your “get-out-of-jail-free card” to success. The manager comes along when you have already built a firm foundation for yourself. They take the greatness that you have built to the next level using their knowledge and connections. If you are not making any money as an artist, you don’t need a manager just yet. Managers will come looking for you when the time is right. Just keep up the momentum!

Which also tends to go hand in hand with the…

The “Delusional Mixtape with Too Many Tracks and Freestyles on Overused Industry Beats” Rapper

Rapper: Yo check out my mixtape!

Exec: How many tracks on your mixtape?

Artist: I got 15,890,999 something tracks on this jawn. It’s FLAMES!

Exec: Do you have a single that I can check out first?

Rapper: Oh yea my poundcake freestyle I just released!

Exec: How about an original single?

Rapper: Oh, I’m working on those now, I just wanted to release all these freestyles first to build up my fan base, and then I’ll release the good stuff later.

Exec: Sooo you’re gonna build up your fan base with the weak stuff instead of releasing the good stuff?

Rapper: Yea, why would I give them the good stuff?

Who usually happens to promote like…

The “Spam Artist” Rapper

Rapper: Check out my video!! *tweets and tags everyone with video link*

…. 2 weeks later:

Rapper: Yo check out my newest video! *tweets and tags everyone with video link*

Three mixtapes and 10 videos later, said rapper still can’t bring out 20 people to a show, still recording and releasing without any progress, still has no website, and still pays to perform.

Now, while there is absolutely nothing wrong with creating a mixtape, there is something wrong with the mindset of an artist that feels that releasing a mixtape is their key to success. Also, most artists release mixtapes without any build up or anticipation, and then they try to shove the whole tape in everyone’s face, on everyone’s Timeline, in everyone’s mentions, and it becomes the most annoying thing ever.

The “I Got Money, But No Budget” Rapper

Rapper: Can you listen to my mixtape, give me feedback, help me come up with a plan to release it, and get it on a ton of blogs?

Exec: Ok, I can definitely help you with all of that. Can you give me an idea of your budget?

Rapper: BUDGET? Can’t you help me for free? I promise my shit is dope! I just need someone to believe in me!

Or it goes something like…

Exec: Let’s focus on branding. You have no electronic press kit (EPK), website, professional photography, etc. We need to build your image to better market you. You also need your tracks mixed for your next project. I know a few professionals that can help you.

Artist: Nah, I’m cool. My neighbor up the street gon’ mix my tracks, my aunt will style me, my brother gonna do my shoot with his new iPhone 5s, and my squad gonna promote my shit.

This is the mindset of rappers that haven’t taken the time out to learn how the music industry really works. Starting a career in music is a lot like starting starting your own business – you must first invest in order to see that return of investment. Promotion, marketing, public relations, professional music videos, quality graphics, mixing mastering, travel – it all costs money!

The “More Focused on Mainstream Rappers than My Own Career” Rapper

These are unsigned/unknown rappers that spend more time debating about mainstream artists on and off Twitter than putting the time effort and energy into their own career. These rappers are always ready for a music debate. They will jump up out of a high/drunken sleep and start spitting out bars, facts, Billboard charts, BDS radio spins, record sales, etc. (i.e,. Kendrick vs. Drake, Jeezy vs. Rick Ross, Joe Budden vs. Fab). These cats are like a walking Hip-Hop Wikipedia.

These rappers are so brainwashed by what they see the mainstream artists doing that they turn into…

The “Fake Social Network Statistics but Expect Real Fans” Rapper

Artist: You should book me for a show. My video has 300,000 views.

Exec: Oh really. When was the last time you booked a show?

Artist: Five months ago.

Exec: Five months ago? But how do you have 300,000 views, 60k Instagram followers, but you don’t book shows? PAUSES* Wait a second, I see your pics on Instagram have only 20-50 likes and no one is retweeting you on Twitter and your one Youtube video has 78 thousand views but only 5 comments, and the rest of your videos only have 145 views.

Artist: What you saying?

Exec: It looks like you bought fake views and followers.

Artist: *No response*

There is something called “social proof” which basically means that people tend to gravitate towards brands that seem to have the most attention. Because of this, artists often feel that buying followers, likes, downloads, and views is in fact that right thing to do to boost their chance of success. In reality, this makes you look bad for a few reasons. Number one, it shows that you cannot build a genuine following. It also gives everyone a bad impression if your brand, since you now look like a fraud and/or liar. If I were you,, I would stay far far away from anyone that tries to sell you “real” followers, likes, etc. Work on creating the best possible product and then build your fan base a little at a time. Focus on making that initial one-on-one connection. One genuine fan per day is way better than 1000 fake followers.

And please, PLEASE don’t fall into this category!

The “Waste Money for a Feature” Rapper

Artist: Guess what?! I just got a feature from (INSERT KNOWN RAPPER)! And he only charged me $15K!

Exec: Oh wow, what’s your plans for promotion? Is he going to help promote the record?

Artist: Ummm, we didn’t discuss that, but he should right? Since he’s on the record?

Exec: Not necessarily. That’s usually worked out when you negotiate the price of the feature.

Artist: Well, I need to talk to him then! Because I spent all of my money on this feature!

or the convo goes something like this…

Artist: Guess what? I’m opening up for (INSERT BIG-NAMED RAPPER)!

Exec: Oh, that’s cool. How did you manage that?

Artist: I paid three stacks. I’m On Son. Turn Down 4 What!

Famous artists don’t promote records; PROMOTION promotes records. If you’re going to pay for a feature, make sure it makes sense. Make sure that artist has a fan base that would enjoy your music, and make sure that the artist and/or producer is in agreement to promote the record. Also, instead of paying thousands of dollars to open up for a larger act, focus on building up your fan base and buzz in your area so that promoters in your area will start to book you to open their shows.

Believe me, we’re on your side. But sometimes it takes something to strike a nerve before a change is made. If reading this article has pissed you off in any way, that means you probably fall into the last category…

The “Can’t Handle Constructive Criticism” Rapper

Artist: What did you think of my track?

Exec: The mixing is off, the track is not mastered properly, the hook is not catchy, and the lyrical content is cliché.

Artist: What do you mean?

Exec: What I just said. The track needs to be reworked.

Artist: My girl and my squad thought the track was hot, but you on some hating-type sh*t.

Understand that if everyone told you how great you are all the time, that leaves no room for improvement. If you can’t handle constructive criticism, the music industry is the wrong industry to be in. As an artist, you should take heed to all of the feedback and constructive criticism given to you and use it as guidance and motivation to do better. If your team likes everything you do, you may want to reconsider those who are in your corner.

This article is courtesy of:

Brianna DeMayo, CEO and founder of Exclusive Public, LLC. and Christion Miller, Drexel University electrical engineering graduate, CEO and Founder of artist management firm ChristMirr Enterprise. Both have experience in artist management, development, branding, music marketing, and executive producing music projects and events.

Keep in touch! We’re here to help build your foundation. Learn about our services. Contact us to get started.

Brianna | ExclusivePublic.com | Twitter & Instagram: @breezyb215 @ExclusivePublic
Email: admin@exclusivepublic.com

ChristMirr Enterprise | christmirr.com | Twitter & Instagram @christmirr @CMEnterprise
Email: management@christmirr.com