Bob Baker's Indie Music Promotion Blog

Six Steps to Making Money with Music in 2012

2012-02-08T15:21:00.000-06:00

Enjoy this guest post by Ariel Hyatt of Cyber PR.

It’s been hard to wrap my head around making money with music in 2012. I speak to so many musicians who used to make a lot more, and now it’s time to re-think your approach.

Paying attention to the advice in this article could help you make more money this year. That’s my hope.

Marketing 101 – Your List

The first step towards this is back to Marketing 101 and a topic many musicians don’t like: building your email list and using it regularly. Communicating regularly and consistently with your fan base and then asking them for money only after you have built trust and rapport (when the time is right).

Artists tend to misuse their email lists by only reaching out to their fans when they have something to sell (a show, a new release, etc). Sadly, they never reach out to their fans for other reasons: to bond, share a funny story, or invite everyone out to the local bowling alley on a Tuesday night for a hang.

Every study on sales has proven one thing: People hate to be sold to (think about the “used car salesman” stereotype). However, people love to buy, and people always buy from people they like and trust.

That’s how great sales people sell – they create relationships with their customers, they know what their customers will want, and they stay in their customers’ hearts and minds till the customer is ready to buy.

My dear friend and Cyber PR artist Amelia Gewirtz, of Parents With Angst, sells real estate. Throughout each year she sends me thoughtful gifts that I look forward to receiving. In the summer she sends me a list of fun free outdoor concerts and activities around New York. At Christmas she sends me a Zagat Guide with her name printed on the cover.

I know MANY real estate agents, but guess who I recommend when anyone calls me asking for a recommendation? That’s right … Amelia! Read more about her music here.

Now you may be freaking out here a bit. You may feel like your fans are not customers in your mind. Your fans don’t “buy” from you and you do not consider them in that light – I totally understand this. But I am asking you to take off your artist hat for a minute and put on your business hat. The truth is: Your fans are your customers. They give you money to support your creative livelihood.

You (your music and your art) are a brand, and if you want to make money you should begin to think of your music and assets as if they were a product line.

Based on looking at it in this light, here are six questions to consider:

1) Do you have a large fan base to sell to?

This means:
A) An email list
B) An active Facebook community
C) Twitter Followers
D) Blog readers (and your blog cross posted on Tumblr, Twitter, Last.fm, Facebook)

I consider a real fan base a minimum (between all sites) of:
1,000 on your email list and
5,000 in your social networks

2) What is your product line?

Do you only sell CDs and MP3s?
Do you have assorted merchandise?
A fan club or monthly offerings?
Do you tell your mailing list you are available to play private events and parties or weddings or BBQs?

3) Are your monthly newsletters well designed, consistent and trackable?

Choosing a Newsletter Provider
There are many reputable newsletter platforms available. We have had very positive experiences with the ones listed below. These different descriptions will help you choose which provider will be best for you.

FanBridge
If you want more control over the HTML design, the contact list itself, etc., we recommend FanBridge. It’s very easy to import your existing contacts using an Excel file. They also make it possible to set up a “Fan Incentive” where fans can trade you their email addresses in exchange for music (e.g. an MP3, which is a phenomenal way to accumulate contacts). It is also possible to update all your statuses for FanBridge, Facebook, and Twitter from the FanBridge dashboard.

Nimbit
If you are looking for a one-stop shop for both your newsletter and your online commerce, Nimbit is the place. If you are ready to set storefronts on your homepage or on Facebook, we would recommend looking into what they have to offer. Do be aware that as of this writing, they take a 20% cut of all transactions through their storefronts (fees of this type are fairly common).

ReverbNation's FanReach
If you are already using ReverbNation, there is no reason to leave. They have a great service when it comes to newsletter management. They also have great widgets that may appeal to you. You can use it for full integration.

4) Have you asked your fans what they want to buy?

Interview them and ask! Your fans may want coffee mugs or yoga mats and, unless you ask, you will never know.

For Newsletters: Survey Monkey
Use www.surveymonkey.com to run a survey on your newsletter list.

For Twitter: Twtpoll
Use www.twtpoll.com to send a survey via Twitter

For Facebook: Polldaddy Polls
Use this app to send a poll to your Facebook personal profile or Facebook Fan Page!

5) Do you have another talent that your fans don’t know about?

Remember the story about Amelia who sells real estate?
Do you paint?
Do you write?
Is there another way you can make money that your fans may want to know about?

6) Can you create some sort of monthly program that your fans might pay a monthly fee for?

How about a live track of the month club or a special new song you are working on? Would your fans pay $2 a month for that? (That’s $24 a year per fan, and that can add up.)

Read all about how artist Matthew Ebel achieved this here.

Money Making Steps - Recap:

1. Build your email list!! Every day think about how you can inspire more people to subscribe to your list.

2. Communicate regularly and consistently using HTML emails.

3. When your list gets to be at least 1,000 strong, ASK them what they might like from you and how much they will pay.

4. Create products and fan clubs and house concerts to satisfy your fans!

5. Count your money $$ ... Cha-Ching!

Ariel Hyatt is the founder of Ariel Publicity and Cyber PR, and the author of Music Success in Nine Weeks.

11 Ways to Create Unforgettable Music Video Content

2012-01-18T10:55:00.002-06:00

This is a guest post by Kendra Wright (my assistant)

Every artist should be using online video as part of their promotional toolkit. That means you must set up a YouTube account (also known as a “channel”) if you haven’t done so already. And once in place, your channel must feature new videos on a regular basis.

Why? Because video allows you to connect with fans and potential fans in ways that other forms of media can't touch. People experience things through text differently than they do through audio. Video, which combines both audio and visual stimulation, impacts many people on an even deeper level – which explains why it’s such a popular medium online.

Many artists get excited about video, post one clip, and then move on to the next idea that sparks their interest. Or they have the misguided notion that traditional music videos are the only thing they should post on YouTube. Not true. There are many ways to use video to attract attention and communicate with fans. And, to make the most of your YouTube channel, you should post new and varied content to it every month.

To get your wheels turning, here are 11 ways you can start cranking out fresh videos to engage and increase your fan base.

Promote your live events. Do a quick video about an upcoming show to complement the fliers you post online and off. Share the basic details about the event, along with anything special fans can look forward to that will get them excited about the show. This is something you can convey through video that you simply can’t do with a poster or flier.

Give fans a peek behind the curtain. Take your fans on a trip behind the scenes. Let them in on the recording process, show them any fun preshow rituals the band has, or record unusual things you come across while on the road. Give them a glimpse of your musical lifestyle.

Announce breaking news. A simple text-based Facebook announcement is so old school, how do you expect to stand out in the newsfeed? Catch up with the times and release breaking news in the form of short videos! Have you picked a release date for the new album? Want to introduce your new guitar player? Crank up your Flip video camera or smartphone and give fans a treat.

Show off new merch. Sure, you can post a photo with the new T-shirt design. But maybe you could take that a step further and actual wear one and model it in a video! Have any cool stories about your new designs? Wanna do a silly commercial on why fans should buy your merch? Plain ole images are so predictable. Give fans a cool heads-up on the new products you have coming out via video!

Let your fans interview you. Encourage fans to send in questions and answer them on camera. It’s a quick and easy way to make your fans feel special (be sure to state their name as the source of the question), which will inspire them to share the video with their friends. Chances are, if one fan is curious about something, there’s another out there who wants to know too.

Talk about who you are when you’re not onstage. Fans want to feel like they know you. Being a musician is just one small part of who you are. Do you have special causes you rally behind? What other artists are you listening to? Who influences your songwriting? Have any great, positive insight on life that you want to pass along to fans? These types of videos specifically appeal to the niche of super fans who are interested in learning anything you’d like to share. But they are also a great way to show another side of yourself.

Make a video for every song. In a recent interview I did with indie music phenom MC Lars, he recommended that every musician make a video for each song they want to promote. Watch that video (in which Lars shares some great tips on how to make a living as a DIY artist) here.

Give video music lessons. Do instructional videos of how to play your most popular songs. Have any tricky tuning or chord progressions? Or, do you see your songs played incorrectly on a lot in covers? Give your musician fans cool insight into how to play your tunes straight from the fingers that created them them.

Document a goal. Are you trying to raise money through a Kickstarter campaign to pay for a project? Are you already in the process of recording a new album or EP? Have you challenged yourself to write one new song a day for 30 days in a row? Great! Use video to update your fans on where you are with the goal.

Remind people of the details and let them know how they can help. This is a great way to keep creating awareness on projects that stretch over a long period of time. If you only talk about your project or goal once, it may lose buzz and momentum before completion. Keep it on their minds via video updates.

Explain the inspiration behind your lyrics. The beauty of music is that we all get to interpret it through our own filters. What a set of lyrics means to you can be completely different to someone else. But it can be really interesting to hear what inspired certain songs to be written, or to find out how the story ended in real life. Share these insights about your songs with your fans.

Share cool moments with your fans. Did someone propose onstage at one of your shows? Did you capture any video of epic costumes at a Halloween show? Did a fan send you some amazing art? Find unique ways to highlight these moments, say thanks to your fans, and let others know just how great your fans really are!

Did I leave anything out? In what other ways can musicians use video to attract attention and connect with fans? I welcome your comments.

For additional reading on video marketing best practices, check out these links:

How to Make Your Music Video Go Viral: 10 Tips From Cee-Lo, OK Go & More

9 Video Marketing Mistakes to Avoid

Music Marketing Trends & 2012 Predictions - Part 2

2012-01-01T17:22:00.002-06:00

Just to make sure you have a firm grasp on what's ahead in 2012, here are more trends to be aware of from seven more awesome musicians and experts.

You can read Part 1 here.

Ariel Hyatt - President of Ariel Publicity, Founder of Cyber PR
www.arielpublicity.com
www.twitter.com/cyberpr

1. Staying Positive and In Gratitude Will Help Tremendously
Before I make any music marketing trends and predictions for 2012, here's a good place to start ...

Remember: Success in today’s quicksand-like music business is HARD and takes WORK. Getting into a negative, overwhelmed and angry place will directly affect your success. I’ve seen it now thousands of times in 12 countries. The artists I know who manage to stay positive and who are grateful for the little wins and the small miracles are happier, more successful, and go farther than their counterparts who let it all get the best of them.

2. Music Subscription Sites (Spotify, Rdio, Rhapsody, Deezer MOG, Slacker & Rhapsody) Will Continue to Take Over
These subscription-based streaming sites are great for music consumers and not so great for artists. To stay ahead of the pack, smart artists are going to have to come up with clever ways to incorporate their music and sharing on these powerful platforms that have music consumers going gaga. Sadly, this will mean less revenue from sales of music but could provide great opportunities for discovery-based creative marketers.

3. Be Mobile
It’s been on the horizon for a long time but smart phones are getting smarter, app developers are getting more nimble, and options more affordable. Smart musician marketers will need to have a mobile strategy moving ahead.

4. Get Back to Basics
Let’s never forget, it all starts with the greatness of your music and live show. But social media overwhelm, more apps, mobile trends and new fandangled opportunities will keep cropping up all of the time. Smart musicians should be focused on the basics:
1. Your website – Is it clear and consistently updated?
2. Your mailing list – Is it growing? And are you sending regular communications?
3. Your products - Are you still offering music only? You better not be.

5. Direct to Fan
I’ve been blogging my “In Defense of 1,000 True Fans” series for years. I won’t stop because this is the way that you can still achieve your goals. Is it easy? No. Is it fast? No. Does it work? YES! The smartest artists know it’s all about one-on-one fan building with authentic engagement every step of the way.

6. Fan Funding / Crowd Funding
I know a lot of artists say it makes them feel like carnival barkers, but fan funding is a wonderful way to make money. Of course, you need to have a loyal base of fans to achieve it (see #5).

David Hooper – Host of Music Business Radio
www.musicmarketing.com
blog.musicbusinessradio.com
www.twitter.com/davidhooper

It will be more important than ever for acts to be doing live performances in order to connect with people and break through the vast amount of "noise" coming from the Internet, smartphones, and other entertainment options. Technology is great, but the pendulum is swinging in an anti-technology direction, as more and more people are discovering, despite having thousands and thousands of "connections" on Facebook and Twitter, they're more lonely than ever.

In short, people want to connect with others on an authentic level and experience something that doesn't involve a screen. A live performance is the perfect solution.

With that said, mobile phone technology and the growth of social media will make it easier for people to combine "real life" things, such as going to see musicians play live, with their online lives. Musicians who understand how to engage their audiences to take advantage of things such as sharing photos, audio, and video online will benefit tremendously, especially when they've developed a real world, offline community of people.

Cari Cole
www.caricole.com

2012 should prove to be a very interesting year. We’ve seen the fall of the album, the discombobulating of the old structures and new ones trying to form. I would predict that this year will be about artists connecting direct with fans, more on this on all fronts. From website and marketing restructuring, less mystery, the walls will come down, as more direct one-to-one connections are made.

I also foresee smaller venues for fan-based crowds only and fan supported records and tour support. Less about the glory of mega-fame, and more about the intimacy and appeal of mini-fame, less pockets soaking the pie, and more interdependence.

It’s a new time, and a very exciting one, if we can all keep perspective and our eye on smaller spheres. People want to come together, to be a part of something with each other. It’s about professional camaraderie and community – the result from how we affect each other’s lives. Bring it on, 2012 will be a year to be remembered.

John Oszajca
www.musicmarketingmanifesto.com

1) As the music industry continues to find its way in a dramatically changing marketplace, I believe we will see the continued shift from a "purchase model" to an "access model." Low ticket continuity programs will safeguard against illegal downloads and increase the connection (and longterm profitability) between artist and fan.

3) We will see a dramatic increase in the merging of platforms. For example, sign up for a mailing list and simultaneously link your Facebook account, or opt in to receive text message alerts, and so on.

2) Direct response marketing will become an increasingly popular promotion method among musicians. It's often said in marketing circles that it's the "benefit" that people pay for, not the "features." The same is true with music. People don't want a "download," they want an "experience." Understanding that, the right direct response marketing campaign will allow artists to convert cold traffic into sales, just like every other market in the world. This is something that has been missing from music and I see rising in popularity in 2012 and beyond.

Wes Davenport
www.wesdavenport.com

In 2012, I believe the importance of mobile and location-based technologies will take off beyond the simple check-in.

Mobile technology will give artists tools to have a fully realized portable business. Look no further than the food truck movement. Budding restaurateurs used geosocial technology to thrive in 2011, and independent musicians will do well to take cues from them in 2012.

Artists will more efficiently manage funds while on the road. Setting up and purchasing from mobile storefronts will become more frictionless with NFC technology and products like Google Wallet and Square.

As location awareness becomes more prevalent and seamless in mobile technology, artists will be more in tune with where fans are. The places you love say a lot about who you are. So if fans are able and willing to share geosocial info, musicians can perform and interact with their fans at the places their fans love the most.

Scott James
www.independentrockstar.com

In 2011 I really started to see a lot more constructive discussion amongst musicians about how to actually make money. I expect that trend to reach a new level in 2012. With people like Bob Baker, Ariel Hyatt and John Oszajca leading the way, marketing for indie artists has become a more mainstream discussion that more and more people are getting involved in.

A lot of people have been outspoken about how the sky has been falling ever since the advent of the MP3. I think most people have gotten over that sentiment by now and it's at the point where the prevailing attitude is getting more constructive and there's more hope for artists who want to make a career as a musician.

Internet marketers had the blueprint figured out ten years ago. The problem is that internet marketing has typically attracted a very different personality type. Most internet marketers speak a different language than musicians and use strategies and tactics that would simply feel wrong to an artist.

As we start to look beyond that we can see that they do have a lot of things figured out that musicians would be wise to learn from in 2012. In fact, I think that as more creative people learn some of these principles they'll actually produce some ideas that traditional internet marketers can learn a lot from themselves.

I recently worked with an artist named Ali Handal to build a series of automatically generated emails for her mailing list subscribers. Instead of being over-the-top and trying to shove her CD down people's throats, we decided to use email to do some real engaging and relationship building in a way that was both fun and authentic.

In the emails she tells interesting and funny stories about her career and experiences and about making her CD. By the time she actually offers her CD (on the ninth email), her fans already feel like they know her and they've heard all kinds of amazing things about what went into creating the CD.

She's sold way more CDs than we could have hoped for, her open rates are consistently excellent, and she gets emails all the time from people who love her stories. This is the kind of thing we can expect to see more of in 2012. More optimism, more efficiency, more relationship building, more effective marketing, more fulfillment, and more money.

Chris Rockett
www.promoteyourmusic.net

Here are two things that my clients and I will be going big on in 2012:

1. Online fan clubs - you deliver all your new music and videos into a private membership site and fans pay for access. There will, of course, be different payment levels for people who would like access to more content.

2. Musicians making money through ads - my experience is that one of the biggest problems musicians face is actually getting fans to pull out the cash and buy something. So why not skip that step! Just focus on producing the best music and most interesting content that will attract lots of hits to your site. Then you just put a simple Google Adsense banner in the sidebar of your site, and every time someone clicks the banner, you get paid. Not a massive amount, but it all adds up.

Google Adsense will probably not pay your rent, but it’s easy to set up. The real concept here is that you attract the eyeballs and then advertising companies pay you for a share of your hits. This is how most popular websites make money, so your fans won’t think it’s strange to see an ad or two for something cool.

The reason I love both of these models is that they simplify the process for you and the fans because everything is delivered online at no extra cost to you. With the ads, you don't even have to sell anything!

As always, I welcome your comments!

Bob

The Best of Music Promotion Blog 2011

2011-12-31T17:24:00.002-06:00

Before we leave 2011 completely behind us, here's a look back at the best posts from this blog over the past year.

Even though there are a lot of fine posts here, I see that my blogging was a lot less frequent in 2011 -- something I plan to remedy in 2012 as I simplify my life and business and get back to basics. And I do feel more frequent posting would benefit you and me.

So enjoy this look back at 2011. Happy New Year!

Where Passion Meets Profit - How to Make Money w/ Your Music

Your Story: A Powerful Way to Connect with Music Fans

The Surprising Truth About Making a Living with Music in 2011 & Beyond

The Essential Music Website Marketing Ingredients

Artist Career Breakthrough: Your Current Reality Is Old News!

Funny Songs: How to Use Humor to Connect w/ Fans

Shift Happens: A Story of Frustration & Opportunity

5 Facebook Music Fan Page Mistakes

7 Ways to Destroy Your Music Career - The Video

The Jonathan Coulton, Amanda Hocking Success Formula

Facebook + Bandcamp = I Had No Idea You Could Do This!

Google+ for Music Marketing

Google+ Hangouts for Music Promotion

How to Sell & License Cover Songs, YouTube, Pomplamoose & More

Don't Let the Bastards in the Door! The Cure for Economic Doom & Gloom

How to Talk to Your Fans Using POV

Two Questions That Can Help You Sell More Music & Merchandise

Did any of these posts in particular inspire you? I welcome your comments.

Bob

2012 Music Marketing Trends & Predictions - Part 1

2011-12-30T10:58:00.001-06:00

It's that time of the year to compile a list of music marketing trends and predictions for the new year. So get out your crystal ball, ouija board, or whatever you use to predict the future. Of course, educated guesses and common sense also work here :-)

This year I turned to some of my favorite people in the music world and asked them for their best advice on how independent artists should prepare for 2012. Here are the first five responses. Read Part 2 here.

Brian Felsen – President of CD Baby
www.cdbaby.com

The music industry is changing so rapidly that it’s difficult to predict which trends and services will prevail in the year ahead, but here are a few things we’re seeing:

- Streaming companies such as Spotify will continue to gain traction, so sharing music online will be more important than ever. Musicians will have to find new ways to encourage fans to share their music without sounding like they are begging.

- As there is no shortage of new content being created, it will continue to be challenging for an artist to cut through the noise. Although release-frequency will be higher than it was ten years ago, with EPs and singles dominating the market, there is still plenty of room for the release of an album as an event.

- Monetizing music will continue to shift to ancillary sources of revenue. Sync licensing of music for uses in traditional broadcast media, film, and on YouTube will pay the bills for many musicians. (In fact, some of our artists have sold thousands of albums in a week after getting a sync spot on a minor show – and that’s in *addition* to the actual payment for the spot itself and the publishing royalties that will come in as it’s replayed!)

The non-digital aspects of music, such as for vinyl, tapes, CDs, live shows, events, appearances, collaborations, and merch will continue to offer musicians new ways to make money. And direct-to-fan sales will coexist with “traditional” online retail outlets to offer places for consumers to find, hear, and purchase music.

Michael Brandvold
www.michaelbrandvold.com

Mobile - Mobile has been hot for a couple of years, but I think in the next year you are going to see mobile becoming your primary source for creating content and engaging with your fans. You need to see your smartphone as something as important to your career as a guitar or microphone. Your smartphone is your new computer and it is how you connect with Facebook, Twitter, YouTube, and your website. Your smartphone is the tool that is going to capture photos and videos that your fans are waiting for you to post to your social networks and website. Get a smartphone and start getting comfortable.

Facebook Commerce - I thought that 2011 was going to be the year of Facebook commerce. It didn't completely take off, but 2011 set up Facebook commerce for 2012. Artists need to think of commerce differently on Facebook than they are used to on their own website. Commerce on Facebook has the potential to be so much more powerful than traditional commerce. With all the social aspects of Facebook, your fans will become your best sales team, and they will do it at your request. But, you have to lead them. You have to think of your products as news, as information worth sharing. You need to ask them to share your products. Lead your fans to help sell your products.

Being Overwhelmed - This is an unfortunate trend I have seen growing over the last year and it is not going to get any better in 2012. Artists need to get their career and life organized and in order if they plan to take on the DIY challenge. There are so many social networks, tools and services out there that becoming overwhelmed is very easy if you aren't in control. You don't need to use every website, every social network. Prioritize where to spend your time: Your website, Facebook, Twitter and YouTube. Those four are the most important. If you can get them in control, then look at expanding into other services. Don't fall into the trap of signing up for everything and then not using anything.

The more things change, the more they stay the same. By this I mean that the core fundamentals of music are still the same. Playing live and building a fan base. Everything that is coming in 2012, all the new technologies, new tools, new applications, new sites … none of it will replace a fan base. And one of the best and most consistent ways to build a fan base (along with improving your music, I might add) is playing live. Get out there and do shows. Treat them all like a major gig to a sold-out audience. Work each show with a plan and a purpose. Use everything available to you online to help you build, manage and engage with your fan base.

Michael Laskow – Founder and CEO of TAXI
www.taxi.com

We've all chuckled at the Sham Wow guy's pitch in his commercials. But he says something profound in his pitch that should be noted by all marketers, whether you're selling widgets or your music: “It practically sells itself!”

Before you worry about marketing your music, make sure you've got music that “practically sells itself.” If your songs are so good that one person tell another, then marketing becomes your way to pour more fuel on the fire.

My prediction for 2012 is that more musicians will become keenly aware that they need to make a product - their music - that is SO good, they will actually have something that IS marketable. Great songs practically sell themselves!

Brian Thompson
www.thornybleeder.com
www.thediydaily.com
twitter.com/thornybleeder

2011 was an extremely important year in the evolution of the music business, digital media, and the opportunities available for the indie artist and entrepreneur.

One of the most notable developments in 2011 was the beginning of the mainstream acceptance of digital music subscription services. Spotify clearly led the pack but was backed by strong competition from Rdio, MOG, Slacker and Rhapsody (and Deezer in Europe).

We also saw deeper integration of mobile devices into the lives of everyday people. What was once thought of as toys for techies are now commonplace. Virtually everyone is now walking around with full-featured, Internet-enabled smartphones in our pockets, equipped with amazing cameras and instant access to the Web, digital cloud services, and all of the social media networks which our culture has become addicted to.

2012 is going to see a continued convergence of these trends into our lifestyles. A digital and connected life has become the norm, replacing almost all of the old ways we used to consume media.

Mainstream acceptance of streaming music, social media, social recommendation apps, social sharing, cloud computing, and everything-mobile has created the perfect environment for artists to get their music heard and to create a meaningful community of passionate fans.

A year from now we'll be much further along in accepting that people no longer want to buy digital album downloads. Music fans want to simply stream their music, having everything available no matter where they may be or what device they're using. By embracing this fact as the Future Of Music, artists can now focus on building their music career outside of focusing solely on iTunes or Amazon sales.

The spotlight will continue to shine brighter on the successes of direct-to-fan marketing and the selling of limited-edition physical goods (scarcity).

2012 will be a year of opportunities for any artist who isn't afraid to embrace all aspects of the digital lifestyle. The artists who win will be those who aren't afraid to take chances and be creative in the online world.

This is the year to go for it. Build your online community and crush it like no other artist around you. Embrace crowd sourcing, fan funding, and direct-to-fan marketing. Build your websites and social profiles, invest time in them and create relationships with your fans. Be creative and try new things using the endless array of digital tools that are now at your disposal.

By focusing on where the music fan is going, not where they've already been, you'll be able to carve out a niche for yourself that's all your own.

Bruce Houghton
www.hypebot.com
www.musicthinktank.com

1) As the shift from buying music to renting (subscriptions) accelerates in 2012, artists and the industry must adjust their marketing efforts to also encourage discovery and the play of both new releases and back catalog.

2) As people consume more music and information on mobile touch screens running on multiple platforms, how we deliver and market music must also change. 2012 will see an explosion of mobile friendly sites alongside artist and album apps.

3) The rapid fall of MySpace and rise of Facebook serve as powerful reminders that in 2012, an artist’s own website and email list are still the hub.

4) Direct-to-fan. Direct-to-fan. Direct-to-fan.

What do YOU think of these music trend predictions? What would you add? Please comment and add your ideas!

Two Questions That Can Help You Sell More Music & Merchandise

2011-12-01T08:16:00.001-06:00

If you're not selling as much music merchandise as you'd like, you might be neglecting to ask these two important questions ...

Question #1
What products, services or artwork are your fans most enthusiastic about?

Maybe your fans are really interested in more limited-edition merchandise or hand-screened posters made by members of the band. But you keep trying to sell them cheesy looking beer koozies.

Think of how your grandma goes shopping for you. She thinks you'll love that new sweater vest, but in reality, if she just asked you what you wanted, you'd be getting a leather jacket.

Your t-shirts might not be selling because you're offering sweater vests instead of leather jackets. Sure, just like grandma, you had good intentions, but few people are really all that interested.

The best way to find out what your fans want is to ASK THEM what they'd be willing to buy!

Feedback from your fans may very well inspire fresh ideas for new merchandise you hadn't thought of before. Your goal is to offer something of value that they want - to fill a true need that your fans have.

Action step: Post an online survey with a few t-shirt design ideas and see which one your fans like best, then print that one.

Warning: Always print a short run of any new design, despite how people vote in your survey. I can tell you from experience that what people say they will do in a poll (which simply reflects their intentions) can be quite different from the actions they take in the real world.

The only thing that matters is how fans end up voting with their dollars. If they don't actually BUY the new thing you offer in sufficient quantities, let it go and try something else.

It's all about experimentation and not being attached to an outcome. In other words, don't try to force feed your fans something they don't really want.

Question #2
What do fans buy from other artists that you could do better or create with an original twist?

Yes, you should also be looking at what other successful artists (as well as cool companies) are doing with their merch selections. I'm not talking about ripping off their ideas. But observing what items are working for others might inspire a spin-off idea you can uniquely make your own.

One band that is always blazing new territory with merchandise sales is the Flaming Lips. Recently, Wayne Coyne and company released new songs on USB drives that were embedded in bizarre objects like Gummy Skulls and strobe light toys.

Check out this Hypebot post for more examples of how the Lips push the boundaries and give their fans new merchandise options.

Of course, your merch ideas don't have to include skulls. But can you take an idea like it and adapt it to your own style? Can you find interactive ways to spread the news to your fans about limited-edition merchandise?

The goal here is to create conversations with your tribe of supporters and show them that their input is important.

Besides, they can only wear so many sweater vests.

Have you asked your fans what they want, or have you been shoehorning them into grandma's sense of fashion?

-Bob

P.S. This post was partially inspired by this "How to Turn Website Visitors Into Customers for Your Creative Business" post by Mark McGuinness. And thanks to Kendra for her valuable input on this post.

DIY Music Career Advice from MC Lars

2011-11-21T10:34:00.001-06:00

Since 2006, hip-hop artist MC Lars has been a poster boy for indie music success and the DIY work ethic. After a short-lived relationship with Terry McBride and the Canadian record label/management company Nettwerk five years ago, Lars formed his own label, Horris Records. Since then, he has taken his self-described "post-punk laptop rap" and delivered it to a target audience he calls the "iGeneration" -- kids born between 1982 and 2000.

A couple of months ago I sent my assistant and ace correspondent Kendra Wright to the St. Louis date on the 2011 Vans Warped Tour. There she sat down with MC Lars and captured his thoughts on his approach to a DIY music career, making money as an indie musician, his advice for new artists, and much more.

Here are the first two video excerpts from that great interview:

MC Lars Interview, Part 1

MC Lars Interview, Part 2

What do you think about what MC Lars shared on these videos? I welcome your comments.

-Bob

How to Talk to Your Fans Using POV

2011-11-17T10:25:00.001-06:00

In the same way that there is an art and craft to songwriting, there is also a craft to writing and using language in general. Make no mistake, these word-related skills can play a big part in how effectively you communicate with fans - especially online.

In this article I’m going to quickly address something called “point of view” and why it’s so important — namely, when to use the First Person, Second Person, or Third Person perspective when talking about and describing your music.

You probably learned these things in school. But just in case you forgot the details, here’s a refresher on what they are:

First Person is when you write about yourself: “I just wrote a new song” or “We have a big show coming up this weekend.”
Second Person is when you speak directly to the reader: “You will really enjoy this new song” or “You should come to our show this Saturday night.” (The second example actually combines first and second points of view in both “you” and “our” terms.)
Third Person speaks from a more distant, observer viewpoint: “Suzy just wrote a new song” or “The XYZ band has a big show coming up this weekend.”

Great. You’re back on track with what these three things are. Now, how can you use them to more powerfully communicate with fans?

First, let’s consider the way a band might describe the music on it’s new album. Here’s one version written in the Third Person:

“On this new album, the listener will be swept away by the pulsating rhythms as his or her body is compelled to get up, shimmy and shake the night away. A perfect gift for the special dancer in one’s life.”

That’s cool, but it could be made much stronger with a simple shift in perspective. Here’s an alternate version of the same words written in the Second Person:

“On this new album, you’ll be swept away by the pulsating rhythms as your body is compelled to get up, shimmy and shake the night away. A perfect gift for yourself or that special dancer in your life.”

See the subtle difference? “YOU” is a powerful word. In most cases, speaking directly to your fans in this way (and actually helping them visualize how they’ll enjoy the music) is the best way to write about your sounds.

Now let’s consider how you might approach an artist bio, especially when it comes to putting a positive spin on what you do. In fact, I’ll use myself as an example here, because I just got some nice press coverage that I plan to add to my bio.

Here’s one way I could weave it in using the Third Person point of view:

According to the Salt Lake Tribune, Bob Baker is “one of the most widely recognized authorities on music marketing. A prolific writer, indie musician and former music magazine editor, Baker is regarded as one of the industry’s leaders in helping musicians leverage online web and marketing strategies to boost their careers.”

Pretty cool, huh? Quoting a media source works pretty well here.

Now consider how that same information would feel if it had been written in First Person:

I am one of the most widely recognized authorities on music marketing. A prolific writer, indie musician and former music magazine editor, I am regarded as one of the industry’s leaders in helping musicians leverage online web and marketing strategies to boost their careers.

Hmm ... awkward! Yep, that version would make me look like an egotistical baffoon. So when it comes to heaping praise on yourself, be cautious and consider quoting a fan, industry expert or media person instead of saying it yourself.

So, is there ever a good time to write in the First Person?

Of course, there is. First Person is great when telling personal stories and giving people a glimpse into your world, such as:

“You’ll never believe what happened to us when we stopped at a 7-11 in Biloxi , Mississippi. It was close to midnight and I had a sudden urge for a Slurpee ..”

“I’d love to tell you the surprising reason I wrote this song and why it means so much to me …”

So there you have it …

Use First Person when sharing personal stories and your inner most thoughts.
Use Second Person when describing your music, promoting shows, and encouraging fans to buy.
Use Third Person to quote other people saying awesome things about you.
Combine First and Second Person for even greater impact, as in “I want you to know how much I appreciate you and your support.”

What are some ways you use point of view to get your message across to fans?

-Bob

Steve Jobs: Let His Life Inspire YOUR Legacy

2011-10-07T10:11:00.001-05:00

The world is still reeling from the news that Apple co-founder Steve Jobs has died. There's no denying the incredible impact this one man has had on the way we use and interact with technology -- especially when it comes to music and entertainment media in the digital age.

Here are a few rough numbers to consider:

300 million iPods sold
16 billions songs downloaded from iTunes
225 million iTunes Store customer accounts
100 million books downloaded from iBooks
25 million iPads sold
15 billion apps downloaded from the App Store

Those are impressive figures. The influence that Steve Jobs had on the digital devices we use (and how we discover and acquire music and media) will be felt for decades to come. He's being described as a modern day Thomas Edison, regarding the lasting impact he'll have on our culture.

Yes, we should honor his life and be saddened by his passing at such a young age. And moving forward, there will no doubt be plenty of people who will question how Apple operates without its iconic leader at the helm.

But what I encourage you to consider is this ...

What can we learn from Steve Jobs on the topic of leaving a legacy and making an impact on the world during our short time on this planet?

Luckily, he left us with a good bit of advice. Later this month, his authorized biography by Walter Isaacson will be published. It's already a bestseller on Amazon, based on preorders alone.

He also gave an inspiring commencement speech at Stanford University in 2005. The video has gone viral since his death. Here's just part of what he said that day:

"You're time is limited, so don't waste it living someone else's life. Don't be trapped by dogma, which is living with the results of other people's thinking. Don't let the noise of others' opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you what you truly want to become. Everything else is secondary."

Watch the full video of his Stanford commencement speech, then I encourage you to leave a comment below. Give me any thoughts you have on Steve Jobs and his legacy. Then, more important, make a public statement about how you will live your life so your impact is felt long after you are gone.

Hint: You don't have to be a global figure or sell millions of "units" to accomplish this. You can leave a legacy on whatever scale you choose to work - small, medium or large. The main thing is to leave behind something of value for someone.

How are you doing that today?

-Bob

P.S. It just occurred to me that I wrote this post on my new iPad 2, which I bought a couple weeks ago and absolutely love. Thanks again, Steve, for the influence you’ve had on our lives!

New DIY Music Workshop Hits 5 Cities This Fall - Can You Help?

2011-09-01T12:07:00.000-05:00

The fall of 2011 will be a busy one for yours truly, as I take a brand new workshop on the road. And I would really appreciate your help ...

A few months ago I conducted a simple online poll. I asked readers like you what topic I should work on next. Subjects ranged from publicity to advanced guerrilla marketing to Facebook and Twitter tips.

The top two vote-getters involved converting fan attention into sales and how to sell more music and merch. You spoke, I listened. And that's why this new workshop is called ...

How to Make Money as a DIY Artist:
4 Steps to Converting Fan
Attention Into Sales

Here are the dates and cities. Follow the links for details on location, time, and pricing.

Tuesday, September 27
Kansas City, MO - Register here

Wednesday, October 5
St. Louis, MO - Register here

Monday, October 10
Salt Lake City, UT - Register here

Saturday, October 22
Nashville, TN - Register here

Monday, November 7
Hollywood, CA, at Musicians Institute - Register here

November 3 thru 6, at the TAXI Road Rally
Los Angeles, CA
This event is free, but you must be either a TAXI member or the guest of one to attend. Details at http://www.taxi.com/rally.

Here's how you can help:

Do you live near any of these cities? If so, I would love for you to attend!

If you can't attend, do you know music people in any of these areas that you can spread the word to? Send them an email, tweet about it, post it on Facebook!

Do you have any suggestions for people, organizations, songwriters groups, etc, that I should contact in these cities to get the word out?

I'm really looking forward to sharing these powerful ideas - many of them inspired by recent interviews I've done with Karmin, Pomplamoose, David Nevue and Mark Mohr, as well as experts like Tony van Veen, Joe Vitale, Michael Brandvold, and Jason Van Orden.

I appreciate anything you can do to help me spread the word and get more people to these live events. In particular, I would love to meet YOU in person at one of them!

-Bob

How to Sell & License Cover Songs, YouTube, Pomplamoose & More

2011-08-25T11:31:00.001-05:00

I just posted part one of a great two-part interview with Jack Conte and Nataly Dawn of the duo Pomplamoose. They explain how they've used a combination of cover songs and originals to attract more than 300,000 YouTube subscribers and 60+ million video views.

They also sell more than 100,000 digital music downloads a year through iTunes and their own website. These online sales are comprised of both cover songs and originals.

Which has led to a ton of questions from artists wondering:

How does Pomplamoose (and many other musicians like them) legally post cover songs on YouTube and then sell them?

Some of these cover song issues will be addressed in part two of the Pomplamoose interview. But since a lot of people are asking now, here is what I know about this topic ...

There are two separate aspects to this:

1) Recording your version of someone else's song and POSTING it on YouTube - where anyone can watch it for free

2) Recording your version of someone else's song and SELLING it on iTunes, Amazon, your own site, etc.

Regarding #1 ... Admittedly, this is a gray area with no clear-cut answers. YouTube probably has a blanket license from BMI and ASCAP for this purpose. Much like a live music venue should have a license that allows you to play cover songs in a club.

Based on my research of this topic, the main reason a cover song video might be removed from YouTube is if someone files a complaint or the copyright holder objects to it. This has happened with some videos. But considering the thousands (if not millions) of cover songs on YouTube, it is rare to have such a video pulled.

There's currently no easy system in place to get permission or purchase what's called a "sync license" before posting your rendition of a popular song on YouTube. So most indie artists simply upload them for the world to see. If an artist, record label or publisher does object, it seems the worst that happens is that YouTube deactivates that video.

Warning: There is some evidence that YouTube has a "three strikes" rule -- meaning that after three such copyright deactivations they will shut down your entire channel. So if you've had complaints in the past, you might want to steer clear of cover songs on that channel.

(Note: All of these guidelines pertain to YOUR RENDITION of a song! Do NOT post the original recording of someone's else song. THAT is a definite no-no.)

Thanks to Suzanne Lainson who provided this link to a much more in-depth overview of this topic.

Regarding #2 ... To SELL your recorded version of someone else's song, you must purchase a mechanical license. As Jack and Nataly will point out in part two, this is incredibly easy and affordable to do -- especially for digital download sales in small quantities.

Pomplamoose uses the Harry Fox Agency, which you can find at www.harryfox.com/public/songfile.jsp or simply www.songfile.com.

Many indie musicians use Limelight at www.songclearance.com -- which some have said is even easier to use.

Using either one of these sites, you could buy the mechanical rights to sell 100 digital downloads of a cover song for as little as $24 USD. (That includes a $15 fee to Limelight or Harry Fox, plus $9.10 for royalties to the publisher.)

Pretty simple, huh?

Note that there are different rates and rules for songs over five minutes in length, sampling, parodies, etc. But for a simple rendition of a cover song, it's pretty easy.

If I missed anything, please leave a comment below.

-Bob

Don't Let the Bastards in the Door! The Cure for Economic Doom & Gloom

2011-08-09T12:43:00.001-05:00

I've had it with those Bastards, and I will no longer let them in my door. And ... I highly recommend you do the same.

What? Let me explain ...

Yes, I'm frustrated with U.S. politicians in D.C. But I'm not talking about them. Yes, I'm not at all happy with Wall Street insiders focused on short-term greed. But I'm not talking about them either.

I'm also fed up with the head honchos at media outlets who choose to report fear and loathing 24 hours a day. But they are not the Bastards I refer to here.

Like you, I've been bombarded with messages about debt ceilings, downgrades, downturns, shortages, layoffs, foreclosures, and more. I've had my fill.

And now I refuse to let the Bastards in my door!

The Bastards I'm talking about here are not people or corporate entities. They are the negative and destructive thought forms that are hypnotizing you and me and much of the population these days.

If you want to truly survive and thrive through this (or any other) economy, you must send these Bastards packing and not let them get anywhere near the door to your psyche.

Note of Clarification ...

I am NOT talking about burying your head in the sand and denying that many people are hurting financially these days. There is some very real pain being experienced by good people. There's a pretty strong chance that someone close to you is facing an economic challenge, or even you yourself are.

I get that. I have felt the pinch myself, and I have watched and am watching good friends wrestle with it.

But the best way for you to help them and help yourself is to rise above the misery mentality. Don't buy into the mass consciousness of lack and limitation. That will serve no one.

It's one thing to be aware of global economics and have empathy for those who have been affected. It's quite another to shrivel up and become a card-carrying member of the Doom and Gloom Association.

The Bastards are trying to infiltrate your brain, your mindset, and your entire belief system. Don't let them in the door!

The Best Medicine for Economic Doom and Gloom

Again, these Bastards (with a capital B) are not people or things. They are perceptions, attitudes, and highly contagious viruses of the mind that must be obliterated from your life at all costs.

They must be dealt with like the diseases that they are with swift and radical treatment. Otherwise, they will continue to fester and grow within you -- and before you know it, your physical world will reflect the sickness that permeates your mind.

In fact, your current circumstances already reflect your internal belief system -- whether you know it or not. Your physical reality is formed by what you think is possible, combined with the actions you take and how you show up in the world.

The U.S. government may have a debt ceiling, but you have internal ceilings of your own. And one of them can be described as a "growth ceiling."

That's right, your personal experience of income, joy, creativity, love and much more is very much determined by what you believe is possible and what you feel you deserve.

These factors are at work in your life whether the media is saying the economy is soaring, plummeting or in neutral. So it's a good idea to not let the Bastards in your door at any time. But during times of mass gloom-filled hypnosis, it's especially important to stand guard at the doorway to your mind.

I Repeat ... Don't Let the Bastards in the Door!

By remaining in control of your attitude and outlook, you are in a much better position to see opportunities, maintain your enthusiasm, and take constructive steps to get out of any financial mess you may be in (or to help loved ones get through a challenge they are going through).

The other choice is to be sucked into the doomsday rhetoric, let the Bastards get a foot in your door, and before long your entire mental house will be filled with poison. This will cause you to retreat, miss opportunities because you are too pessimistic to see them, withhold taking action because "everyone is hurting now," and on and on.

In which position would you rather be?

One way you remain empowered and in control. The other way you succumb to being a victim.

Here are three quick ways you can keep the Bastards outside your door:

1) Go on a news and media diet. It's okay to be aware of world events and to be an informed consumer and citizen. But that doesn't mean you have to submit yourself to a constant barrage of negative news programming. (There's a reason it's called "programming.") Cut way back on your weekly intake of traditional media.

To keep the Bastards from getting in your door and infecting your mind, you may need a big dose of preventative medicine. My drugs of choice are books and audio programs that remind me of my potential and recharge my outlook and skills set. Doing this will strengthen the hinges on your mental door.

The media would have you believe there's a boogeyman "out there" trying to get you. But the real culprit is the Bastard that you willingly allow inside your door!

2) Be extremely grateful for what you have. I don't want to get all "Oprah" on you and tell you to start journaling (although that can be very helpful if you're into it). But I can't stress enough the power of appreciating what you already have. So start today to count your many blessings.

When you truly appreciate the richness and abundance of the life you already lead, it gives you a much firmer launching pad from which to grow. When you only focus on what's missing and what's wrong, there's little gas in the tank to get you moving.

So, what are you grateful for? Your health or your family? Do you have a place to live, a car to drive, or clothes to wear? What about the amazing technology we have today that allows us to communicate so effortlessly? How about your gifts, talents, friends, fans, and the good deeds you have personally witnessed recently?

Going on a "rampage of appreciation" will improve your outlook. I guarantee it!

3) Be open, available and eager for more. Hand in hand with your extreme gratitude should be an openness and eagerness to experience more. Being deeply appreciative of what you have and where you are does not mean you have to settle - that this is as good as it will ever get.

Life is all about growth, evolution and expansion. All you have to do is observe nature for a while to understand this concept. You should live your life in accordance with these natural laws too. Appreciate what you have, and simultaneously open yourself up to be, do, have, and create more.

Both factors are needed. Gratitude without growth can lead to stagnation. And wanting more without appreciating what you have will leave you feeling empty along the journey. So appreciate where you are AND where you are going!

Of course, this state of eagerness for growth must be combined with action. The good news is, your actions will flow more energetically and much easier once these three steps are fully embraced.

There you have it. My prescription for overcoming the disease of economic doom and gloom: Go on a news and media diet; be extremely grateful for what you have; be open, available and eager for more; take affirmative action.

I hope these ideas help you through this and any other troubling time ahead. But whatever you do ...

Don't let the Bastards in the door!

-Bob

P.S. I welcome your comments below.

Google+ Hangouts for Music Promotion

2011-07-20T03:36:00.001-05:00

In the first post, I introduced Google+ and talked about its Circles feature and how it might be used for music marketing.

But ... the feature I'm most excited about is called Hangouts. This is basically a throwback to the chat rooms of old, where a small group of people huddle up and interact in real time.

The thing that makes Google+ Hangouts special is its build-in video feature. As it functions now, up to 10 people with webcams can participate in a live audio-visual chat session.

Cool idea. It didn't take long for some creative and proactive musicians to jump on this opportunity.

This past Saturday night, indie artist Daria Musk held a live performance using Google+ Hangouts that ended up lasting more than six hours. She did a good job promoting it beforehand, and the live event stirred up a lot more interest among G+ users as it was happening.

Therefore, because of the 10-person limit, most people were shut out. Thankfully, one of the audience members was a Google engineering director, who soon connected a series of Hangouts in a daisy-chain that allowed more people to watch live.

Attendees also purposely rotated out to allow new G+ users in, and by the end several hundred people had participated.

At the end of the marathon performance, Daria wrote "My heart is forever changed. You all made my dreams come true tonight. I guess I'm really a global artist now! I cannot express how grateful I am. I've fallen in love with all of you."

All of that activity on the new Google+ led to lots of exposure across the Web. Check out this search string.

Jazz guitarist Rob Michael has also been busy exploring the possibilities of Google+.

This Friday he plans to perform live during a Google Hangout, only he has found a solution to the 10-person limit. As he explains, "Early attendees will get 'Front Row' seats in the actual Hangout. Should it be full when you arrive, there will be additional seating via Ustream.com."

Smart thinking! Details on Rob's live concert can be found on this page.

I plan to hold my first informal Hangout on G+ this week. I'll use that to play with features and get familiar with how it works. I'll also record it using ScreenFlow on the Mac and share some of the session with people who can't get in live.

Follow my Google+ profile to learn more.

What are your thoughts on Google Hangouts? Would you be willing to give it a shot?

Bob

Google+ for Music Marketing

2011-07-20T03:22:00.005-05:00

Tech geeks the world over have been drooling the past few weeks over Google's new social platform called Google+ (which is simply pronounced "Google Plus").

You may already be using it. But if you're not, don't feel bad. Google+ is so new, it's still officially in "beta" mode and by invitation only. Word has it that it will go fully public within a couple of weeks.

If you're just now learning about it, take a quick look at this page for Google's overview.

Reportedly, 18 million people have signed up in its first few weeks, and it has a lot of prominent bloggers and social media experts buzzing.

Opinions on Google+ range widely, from calling it a "Facebook killer" to asking "Why in the hell do we need another social networking site to manage?"

I'm still getting acquainted with the features myself. And I've seen lots of buzz sites come and go nowhere, like Quora.com. And let's not forget Google Wave, a project that was closed within a year of its launch.

So I'm very cautious about predicting that any new thing will become the next Big Thing. But since it is getting a lot of attention, and since it is powered by the Google machine, I think it is worth starting a Google+ account and at least exploring what all the hoopla is about.

By the way, you can find my Google+ profile here.

Running Around in Circles

One of the first features you'll notice that sets apart G+ (as all the hipsters refer to it :-) is something called Circles. In essence it's a way to divide the people you keep tabs on into separate groups.

This function is actually nothing new. On Facebook you can create friend list subgroups, but few people use it or even know about it. Twitter also gives you the ability to create lists that display the feeds of people you select.

The difference I see with Google+ is that it places a big emphasis on Circles. And it gives you a more visually appealing, drag-and-drop way to categorize the people you want to follow and interact with.

Here's a Google video that explains it:

Some obvious Circle categories for artists might be Fans, Media People, Music Biz Tips, Other Musicians, etc.

As the video above explains, when you post updates, you can choose which of your Circles will see them. That way, you can post specific messages just for fans or only for other artists, etc. That is something that sets Google+ apart from Facebook, Twitter, and others.

What are your initial thoughts on Google+? Will you sign up and use it? I welcome your comments.

Bob

P.S. In the next post I talk about Google+ Hangouts, one of the most promising features of Google+.

7 Ways to Destroy Your Music Career - The Video

2011-06-22T08:52:00.003-05:00

Tired of experts who always put a positive spin on everything? Great. Here are seven simple steps you can take right now to completely ruin your music career!

This is a brand new video version of a 7 Ways to Destroy Your Music Career blog post I ran about a year and a half ago. If you want to read (and pass along) that text version, you'll find it here.

What do YOU think of my seven tongue-in-cheek steps to failure? What would you add to the list? I welcome your comments.

-Bob

A New Buzz Factor Bestseller

Guerrilla Music Marketing Handbook

129 Free and Low-Cost Ways to Promote and Sell Your Music on the Internet

Learn More ...

The Jonathan Coulton, Amanda Hocking Success Formula

2011-06-20T09:59:00.004-05:00

These two simple sentences from Bob Lefsetz really drive home a vitally important point:

"Only the best and the brightest, the top of the elite, make it in the democratic Web/self-publishing world. Without all the marketing, without all the hype, all you've got is the naked product -- and it had better be damn good."

Brilliant!

What inspired Lefsetz was a New York Times article on 26-year-old author Amanda Hocking. Over the last several months she's become the poster child for self-publishing success in the book world.

After writing several novels and honing her writing chops in obscurity since she was in elementary school, Hocking decided to write in a specific genre (paranormal romance) and in a style that she felt had potential commercial appeal.

Still, traditional publishers rejected her over and over again. In the spring of 2010, she self-published her first novel as an ebook on Amazon (which is fairly easy to do). She started getting a steady trickle of sales right away.

As sales grew she wrote and submitted more novels to the Kindle store and other online ebook retailers.

Things snowballed far beyond her wildest expectations. It's been reported she made about $2 million USD last year. And she recently signed a $2 million deal with a major book publisher for a three-book series.

Of course, as Lefsetz points out on his blog, there are not a lot of Amanda Hockings out there. In the indie music world, the same can be said for success stories like Jonathan Coulton (who grossed a half million dollars last year as an unsigned, independent artist).

It would be easy to write off both of these examples as flukes and discredit their success instead of celebrate it (and, believe me, MANY people do). But not honoring what led to their good fortune is shortsighted.

Here are the traits that Coulton and Hocking share:

They are both prolific; they have created a vast body of work over the years
Through years and countless hours of effort, they have honed their craft and created music and books that a certain slice of the population deems "damn good"
They have been willing to use the Internet and the digital tools available to them to connect with an audience
They create even more music and books to feed the appetite of their existing audience, which further grows their fan base and income streams

There's your modern day formula for success -- at music and anything else, for that matter!

To reinforce these steps, here's the "business model" that Jonathan Coulton recommends:

"You need to work extremely hard, make music that is great, and find people to buy it from you. The end."

What are YOUR thoughts on these modern DIY success traits? I welcome your comments.

-Bob

P.S. Here are links to the Bob Lefsetz blog post, the Amanda Hocking article, and Jonathan Coulton's blog.

Meet Kendra, My New Assistant!

2011-06-13T14:13:00.018-05:00

For more than two decades, I've prided myself on living the DIY (do it yourself) ethic that I preach. Years ago I made a decision to create and run a business that I could operate by myself, working from home without a staff, office space or much overhead.

I feel very blessed that I attained that goal.

Over the past few years, as my publishing and teaching efforts have grown, my girlfriend (and very significant other) Pooki has taken on a few responsibilities. But the bulk of the workload still fell on my shoulders (plus, she has her own interests that I encourage her to pursue).

All of this led to my current situation:

Working a LOT of hours on all aspects of the business
Feeling like I'd hit a ceiling on the impact I can have and the number of people I can reach as a one-man show

So in recent months I began entertaining the idea of getting help ... which led to a perfect solution and the ideal person to step into a new role in my life.

Meet Kendra Wright!

I asked Kendra to write her own introduction, and she came up with this clever Q and A. I hope you take a moment to read it and welcome her to this new adventure!

How did you meet Bob?

I have to say I'm pretty resourceful when it comes to finding ways to meet people. I'm a networking master. If I want to connect with someone, I'll make it my personal mission to find a way in.

I was reading Bob's blog and Twitter feed for a while before I realized we lived in the same city. In the summer of 2009 I found out Bob was giving a workshop for aspiring authors at an expo in St. Louis. I showed up determined to meet him.

I remember Bob asking how everyone found out about the speaking engagement, and I told him I had been online stalking him for a while. We laughed about it, and the rest is history.

Nearly two years and a few projects later, now I'm his right-hand gal.

What projects are you looking forward to working on with Bob?

Helping him get some downtime! Seriously! If you knew the massive amount of projects Bob has in the works on a daily basis, your head would explode. I have to take notes just to keep up with him.

He works hard, and he works a lot. He loves it, but he also needs some time to chill and recharge his batteries. So I'm looking forward to helping lighten the load for him. I'll know I'm doing my job well when he finally takes a day off.

Who are you? How did you get into the music world?

I’ve been working with the local St. Louis music scene for about six years now. I have a Bachelors in Media Studies from the University of Missouri-St. Louis.

I’ve done everything from artist management, image consulting, production work and PR to branding, merchandise and driving rock stars around the city. (Ask me about the time I got lost in East Saint Louis with the Reverend Horton Heat in my car.)

In my free time I enjoy reading, finding new adventurous things I haven't done (I just gave skydiving a go), hanging out with my pooch, traveling, and volunteer work. I'm addicted to anything with sugar, anything Apple, and only wear slip-on shoes.

I'm also the most organized person on the face of the earth, which is why Bob and I make a great team; his world can be pretty chaotic!

A few pet peeves: Cold weather, arrogance, awkward silence, and books with bent front covers.

Favorite guilty pleasure: My apple products and organization.

Song you could listen to on repeat forever: "4am" by Our Lady Peace.

How can you help me, Kendra?

Bob is a busy guy! Really, "busy" is stating it lightly. Even though he tries to answer every email personally, he just can't always get around to it.

If you have a truly important message, and you don't want it to get lost in the shuffle of Bob's crazy world, feel free to shoot me an email at Kendra AT bob-baker.com. If it makes it to my inbox, there's a much better chance it'll actually get on Bob's radar.

Facebook + Bandcamp = I Had No Idea You Could Do This!

2011-06-08T07:10:00.024-05:00

This past week — completely by accident — I discovered a surprising way to use Facebook and Bandcamp to share and sell music on the world's most popular website.

Did you know this was even possible?

I just created this video tutorial that walks you step by step through what it is, how I did it, and how you can too.

Was that helpful? I welcome your comments below.

Bob

48-Hour Sale: 4 Music Titles Only $9.95 - Ends Friday, June 3

2011-06-01T08:29:00.003-05:00

Sorry, the 48-Hour Sale Is Now Over

Here's the nudge you've been looking for ...

Get 33% to 50% Off these four music marketing resources - now till 12 Noon EST on Friday, June 3.

Guerrilla Music Marketing, Encore Edition
50% Off
Learn more about this title or Order Now

Killer Music Press Kits
41% Off
Learn more about this title or Order Now

Killer Music Web Site Critiques

33% Off

Learn more about this title or Order Now

Indie Music Confidential Mega Package

33% Off

Learn more about this title or Order Now

Perhaps you've been browsing all the music marketing books and resources available here ... but haven't made up your mind about which titles to get.

Now would be a good time to move ... and save 33% to 50%.

Note: The regular prices still show on the individual sales pages. But when you click "Add to Cart" the sale price will display ...

But only until 12 Noon Eastern on Friday, June 3.

So start saving now!

-Bob

One Way to Help Joplin, MO, Tornado Victims

2011-05-24T09:33:00.000-05:00

I was all set to send a funny email yesterday.

It was going to be about how the world didn't end on Saturday, but your ability to join the Music Marketing Mentorship Program was truly ending May 24, etc.

All that changed when I started hearing reports Monday morning about the unthinkable devastation in Joplin, MO, on Sunday.

Joplin is about four hours away on the other side of Missouri from where I live in St. Louis. I wanted to do something to help.

So I created a video Monday afternoon about the new deadline for the program -- and a way you can help the good people of Joplin.

Please take a moment to watch it now.

In fact, I've expanded this fund-raising effort and will send a portion of all sales from my website this entire week to the Joplin, MO, disaster relief effort.

Again, watch the new video and see some of the bonus incentives I've added to entice you to join. You really do get an amazing collection of music resources when you get with the program by the deadline.

Whether or not you join or purchase something from me this week, I hope you consider helping those in need. Here's a page at MSNBC filled with many ways to help in Joplin.

Be safe, and count your blessings!

-Bob

P.S. The new deadline to join 3MP has been extended to Noon EST on Wednesday, May 25. I hope you decide to join this great group of proactive musicians, managers, and promoters ... before I close it to new members.

5 Facebook Music Fan Page Mistakes

2011-05-18T09:57:00.002-05:00

Last week I posted a new video called The 5 Biggest Facebook Fan Page Screw-Ups. It generated nearly 2,000 views in its first week. Since it's such a popular topic, I thought I'd post an updated text version here on the blog ...

Facebook. You already know it's the most prominent social media site on the planet.

You probably also know that, in addition to having a personal profile for yourself as a person, you can also create a "fan page" for your band, your music company, or yourself as an artist — or anything else for that matter.

Having a Facebook fan page can be a great promotional tool. But like any tool, it can be used ... or abused. In this post I will focus on the most common blunders as I walk you through the "5 Biggest Facebook Music Fan Page Mistakes."

Here we go ...

Big Mistake #1
Not Claiming a Customized URL

When you first create a new fan page on Facebook, it gives you a funky web page that reads something like Facebook.com/pages/lkzvf09786e3r0pu-ie3r3658

Not very user friendly or easy to remember. The good news is, you can create a customized address for your fan page, such as face.com/yourbandname. Here's how:

When you are logged in to Facebook, go to www.facebook.com/username. Then follow the instructions to create a custom URL. For example, mine is www.facebook.com/bobbakerfanpage.

Important note: As I understand it, you need to have more than 25 people "like" your fan page before it will allow you to claim a custom URL. So if you just created your page, you'll need to drum up at least some fans before you are extended this privilege.

Big Mistake #2
Engaging Only in One-Way Communication

Many artists make the mistake of using their fan page as a place to make announcements — and that's it. So you see a lot of updates along the lines of "I'm playing here Sat night," "My new album available now on iTunes," or "We just got reviewed in this magazine."

That's cool stuff worth sharing, but it's not very engaging. So think more in terms of a two-way conversation. One simple way to do that is to simply ...

Ask your fans for feedback!

On a regular basis, ask questions on your fan page: "What should we play at our next show?" "How should we celebrate the singer's birthday next week?" "Which of these three songs do you like best?"

Also, show your personality. Share your sense of humor and quick wit (assuming you possess these qualities, of course). Make your updates lively and engaging — not just dry announcements.

So ... Ask, ask, ask! Show your personality. Make it a two-way conversation.

Big Mistake #3
Not Responding to Comments

Okay, so you took my advice and you are posing questions and asking for feedback. And people are responding on your page. Great. Now what?

You must acknowledge them!

When people take the time to leave a meaningful comment on your fan page, you will create a lot of good will by commenting back. At the very least, click the "like" link related to the comment, which will appear in that person's list of notifications.

Find some way to acknowledge that you saw and appreciate the comment!

Big Mistake #4
Always Promoting and Selling

Nothing turns off a fan more than a constant barrage of sales messages (and this is coming from a guy who sends out a lot of sales messages :-) Use your fan page status updates to communicate with your fans — not just promote to them. Share interesting stories and links, new music, and other cool things you have done or discovered that they might be interested in.

A good motto to keep in mind is "Share and serve, don't always sell." Memorize that!

Big Mistake #5
Never Selling

On the opposite end of the spectrum from Always Selling is ... Never Selling. And this is a major screw-up too. Some creative types are so worried about being perceived as greedy or pushy that they never make people aware they have stuff for sale — they never give fans the opportunity to support them financially.

Don't screw up in this area too!

So, while you're delivering value, asking questions, engaging with your fans, and interacting with them ... don't forget to make them aware of the cool things you have for sale. Don't go overboard with sales pitches, but don't shy away from them entirely either. Strike a balance.

Give your fans an opportunity to help and support you!

There you have it ... The 5 Biggest Facebook Music Fan Page Mistakes.

Which mistakes are you making (or avoiding)?

I welcome your thoughts in the comments section below.

-Bob

The Essential Music Website Marketing Ingredients

2011-04-27T10:07:00.000-05:00

Do you have 3 minutes and 45 seconds to hear my best advice on what to do with your artist, label or music company website?

I just recorded this short audio that quickly details what I believe should be the #1 goal of your music website. I also reveal the three questions you must ask yourself when designing your music website for maximum impact.

There are two ways to access the audio:

1) Listen now using this streaming audio player:

2) Download the MP3 using this link

I welcome your comments below.

This is one in a series of short audio questions and answers I've been posting here on the blog. Visit this page for a list of links to all of the audio Q&A posts.

The photo above is by Katie Anderson.

-Bob

Artist Career Breakthrough: Your Current Reality Is Old News!

2011-04-21T09:51:00.001-05:00

The title of this post is not a joke. Your current reality is old news. Especially when it comes to the state of your music career.

(By the way, this principle also applies to writers, visual artists, stage performers, and artistic entrepreneurs of all kinds.)

A quick story to explain this ...

When I was in eighth grade, I became fascinated with astronomy as I learned about the vastness of the cosmos.

One thing that blew my mind was the idea that whenever you look up into a twinkling, star-filled night sky, you are actually looking into the past.

Yes, the past.

The light that is hitting your eyeballs was emitted from those stars years ago -- some many thousands of years ago. What you are seeing is the state of the galaxies long ago.

It's old news!

The same concept applies to your current status as a songwriter, musician, artist manager, or promoter.

The real-world details of your reality are a reflection of stuff that was set into motion in the past.

Your circumstances today are a direct result of the ideas you thought, the emotions you felt, the decisions you made, and the actions you took days, weeks and months ago -- and sometimes, years and decades ago.

That's what I mean when I say, "Your current reality is old news."

The reason this is such an important thing to comprehend is this ...

Most musicians and creative people get stuck in the NOW. "What you see is what you get," they say.

Your current struggles are real and seem so solid and permanent. Your current level of success seems stalled at a plateau that can't be overcome. I've been there. We all have. And it can be frustrating.

But ...

When you wallow in that frustration, you're focusing on old news -- stuff that exists today because of what you did yesterday. And, staying in the energy of "what is" will only keep you stuck there longer.

Remember, where you are is a result of what you thought, felt and did months and years ago. So, logic would tell you that what you are thinking, feeling and doing now is paving the way for where you will end up in the not so distant future.

That's where I encourage you to live, create, and act from -- the very real state of where you are going (instead of where you are or where you've been).

This idea may seem "out there" or a little "woo woo" to you. But give it some thought. There's a part of your brain and soul that knows the truth of it.

My question to you:

What light are you emitting now -- right now -- that will be vibrantly visible to the eye in the months and years ahead?

Live and pursue your career from the perspective of where you are going ... and you will see things develop and materialize much quicker.

I welcome your comments below.

-Bob

The images above are by David DeHetre and Karoly Czifra.

April 17 Meetup in Los Angeles - I'd Love to Meet You

2011-04-09T07:58:00.002-05:00

I'll be in Los Angeles for a few days next week. While I'm there I will hold a "meetup" or a "tweetup" or ... let's just call it a casual get-together.

Here are the details if you're in the LA area:

Sunday, April 17
4:00 to 6:00 PM

Makai Lounge
101 Broadway
Santa Monica, CA 90401
(310) 434-1511
www.makailounge.com

Please RSVP on this Facebook event page.

Makai is at the corner of Ocean and Broadway -- just one block from the Santa Monica Pier. You'll find no-cost three-hour parking at the Promenade garage off of Broadway and 2nd St.

No workshop, no teaching. Just a casual get-together with cool, creative friends in the area. It's Happy Hour at Makai from 4 to 6 that day.

I'd love to meet you and hang out if you're in the area!

-Bob

P.S. Want a subscription to my Guerrilla Music Marketing Confidential newsletter and access to a monthly Music Marketing Mastermind call? Click here for details.

6 Things to Help Your Music Marketing This Week

2011-04-08T06:38:00.000-05:00

Whew! It's been a busy week here at Buzz Factor Central. And things ain't slowin' down. Here's a quick rundown of music stuff you need to know about ...

1) Get a Ton of Music Marketing Advice for Next to Nothing - now through Monday, April 11, at 5 PM EST only. Click here to get access to a live Music Marketing Mastermind call, my exclusive interview with "Tour:Smart" author Martin Atkins, and four issues of Guerrilla Music Marketing Confidential. But hurry, there's only a few days left. Check it out ...

2) NEW at Music Promotion Blog: "Shift Happens." It's my alternative view of radical change in the music biz. If you ever feel frustrated by the confusion of the digital music era, this is a must-read.

3) Marketing Lessons From Gene Simmons & KISS. My interview with Michael Brandvold is featured on the latest episode of Artist Empowerment Radio. Listen to it here ...

4) Funny Songs: How to Use Humor to Connect with Fans. Laughter can be a powerful fan magnet. Learn more about it ... and watch a new funny original song of my own that I just posted.

5) Guerrilla Music Marketing Online - the paperbacks have arrived! I just got the first several cases of my latest book from the printer. Quite pumped about that.

Have you seen the new video I posted on the page? It's the first time I ever captured a moment like this on video! Take a look ...

6) NEW Music Career Interview. I'm one of the people featured in Chris Rockett's great new series. In my interview, I reveal the most effective way to increase your fan base, suggest one way to become successful sooner, and point out something you should NOT be focusing on. Read it now here ...

BONUS: Another Interview! Justin Lukasavige interviewed me for nearly an hour on his Coach Radio podcast last month. I shared how I built my business and my philosophy on following your passion and making a living while making a difference. Listen to it here ...

And what have YOU been up to lately?

:-)

-Bob

P.S. Get more tips like these when you subscribe to my free Buzz Factor ezine -- the longest running music career tips email newsletter on the planet. Since 1995. Go grab your free subscription now here.