Promotion for the Independent Musician

BY: PHOSPHENE PRODUCTIONS

In a market saturated with the music of aspiring musicians and already well established acts it can be difficult for new acts to gain exposure. This begs the question, how does an artist stand out and get heard over the masses of music uploaded to the web each day? This guide was written as a follow-up of sorts to our blog “treating your band as a business” and also ties in with our online marketing crash course. The article will be split into two sections: the first pertaining to more traditional “physical” promotion techniques and the second focused on marketing your music online to listeners around the globe.

The Demo CD

The demo CD (or tape if you remember the golden days of the cassette) has long been a staple of promotion for aspiring musicians. A demo of your music can be anything from rough DIY live recordings to a selection of two or three professional recordings of your best songs. Although sometimes a well-composed, well-performed song can shine through a muffled and noisy home recording, it is often more beneficial to select a “single” and a “b-side” at minimum to have professionally recorded. You might be surprised to learn that the cost of creating a professional recording using high quality equipment is often less than the cost of purchasing an entry-level home recording setup of your own. A great sounding demo can be invaluable in getting your act booked for shows and also makes a great freebie to get people interested in your music!

Tips for an effective Demo:

• Put your best songs forward
• Have high quality recordings (if you record yourself a small studio can often mix & master your project fairly inexpensively, a pro mix can really take your home recordings to the next level)
• Keep it short (2-3 songs is generally a good number to shoot for)
• A small CD insert with art can really help grab attention
• Don’t forget to include your contact info! (A booking agent can’t book you if they can’t contact you, regardless of how great your demo is)   

“Freebies” As A Promotion Tool

While we’re on the topic of freebies we want to take a second to give you a few ideas that will help get the creative juices flowing on ways you can use inexpensive merch items as promotional tools! The idea behind freebie promotion is simple: people love free stuff and are more likely to tell a friend or co-worker about your awesome band within a 30 day window if they have a small reminder in the form of “low overhead” merchandise. As a general rule of thumb, you will probably want to use lower cost merch items for promotion and avoid giving out items with a high manufacturing cost such as clothing or vinyl. For example, stickers are one of the best low-cost, highly-effective promotional tools available. Most everyone likes stickers and wherever, whatever or to whoever they are applied instantly becomes a free promotional outlet for your band. A great eye catching design is definitely a must if you’re aiming for maximum effectiveness. Try giving out smaller stickers for free and place them next to other larger stickers for sale on the merch table (but be sure fans can separate free from for sale!)  Download cards are another simple yet effective tool directing fans to your online music and can be printed, at low cost, on formats from business cards to flyers. A good download card design will be eye-catching without being cluttered. You can decide to require “liking” your facebook page (via a “like gate”) before the download will begin.

Musicians Shouldn't Be Desperate For Booking Agents. There's An Easier Way

I've been booking gigs for bands since I opened my Talent Agency in 1998.  Every time I open my mouth about what I do, bands and musicians fall all over themselves in an attempt to get me to book them gigs.  But here's the problem the way I see it.  Most bands know themselves and their capabilities very well.  But they are not good at identifying and articulating themselves, they don't know how to build their own brand.  The successful bands do.

Musicians!  You shouldn't be desperate to find a booking agent.  There's an easier way!  All you need to do is identify yourself, to "create your brand", then package your brand by identifying a few easy to remember points about it.  Once you have done that, it's easy to sell yourself!

Let me give you an example:

Jim had a jazz trio consisting of bass, piano and drums.  They loved to get together on Friday nights and play tunes out of the Real Book: "Misty", "Autumn Leaves", "Donna Lee".  They built up quite a repertoire of tunes they knew and could play well together.  After a while, neighbors and friends started asking Jim if the trio could play for this or that function or party, maybe a wedding or two.  So they started building a word of mouth reputation.  Jim knew a guy who had a bar and he asked if the trio could play there on the slow days, and so, Tuesday nights became the Jazz night at Jim's buddy's bar.  This went on for about 7 years.  Eventually they thought they were good enough to hire a booking agent and get some real, paying, gigs. So they contacted me.

"I don't book jazz bands," I said.  "Please help us.  We don't know what we're doing," they said.

The first thing I asked for was a paragraph description of the band.  They had nothing put together.  They hadn't considered it.  "We're just a jazz trio," Jim said.  That's not good enough.  I told him he needed to write up a one paragraph bio about the band.  It took them forever, but they finally wrote something up.

Next I asked for 3 recordings in mp3 format for the demo.  He asked "What are they?"  I said they are recordings of the trio that you think best represents the range of material you are capable of.  Wow that was a broad statement.  It through them to a tizzy.  I didn't hear back from them for several weeks and thought they'd given up.  But about six weeks later, I got a CD in the mail with several tunes on it.  I emailed Jim back and asked him which 3 he wanted me to use.  He said - use them all!  It's our first album.  You'll love it.  I said it's for a DEMO.  Clients don't want to listen to an hour's worth of music.  They want at maximum 3 minutes - they'll listen to the first minute of each tune and judge from that.  I said, it's good you now have an album.  You'll be able to sell it at gigs, if you get them.  Because most bookers won't touch a new band that doesn't have a "local following".  That's right.  If nobody knows you, chances are they won't turn out to hear you unless they have some incentive.

Finally, I asked about how many people they could "draw" to a local gig.  "What does draw mean?" Jim asked.  It means how many people you can guarantee the club you'll bring in to either buy tickets or drinks or food.  "I have no idea," Jim said.  Well, then you have to start building up a mailing list.  I suggested he send out an email to all of his friends and bring a signup list to the Tuesday night Jazz concerts at the bar and get people to sign up there.  He'll need to be able to guarantee a minimum number of people who will turn out to see the band specifically.  Otherwise, he will need to be able to offer something unique to the club that will guarantee a draw - something really cool or special.  "What are some examples," Jim said.  A pianist that climbs on the piano and plays backwards?  A bassist that twirls his bass?  A drummer that sings in falsetto?  A belly dancer?  The band gives away free drinks during the show?  Something exciting and unique.  "But we're a jazz band, not a circus," Jim said.  If you don't have a draw, or if you can't guarantee a draw, then you'll need to give the club incentive to hire you.

That's it.  If you can put together a good description, 3 good tunes (in mp3 format), and guarantee a draw or have a unique offer/experience, you can start booking your own gigs.

And how you do that?  You get a list of clubs that play your kind of music (from the internet), you call them up, ask who the booker is, get their number or email address, email the description, tunes and guarantee offer; follow up with a phone call or email within 24-48 hours.  Keep on top of them.  And get the gig!