When promoting your music to others, remember that people rarely follow you because of what you do. It’s because of the story they tell themselves about what you do.
Our work is not always recognized as a commodity but sometimes as a conduit through which others understand their own stories. This is one of the reasons why as artists we should see music not so much as a business but as a means to build a community. Fundamentally, they’re very different. The purpose of a business is to produce a product and make money from it. The goal of a community is to create a platform for shared values and to make a difference. One is about receiving, the other is about giving.
Another point to remember is that folks rarely follow you directly; they follow others who support you. I can stand up and say "I AM GREAT" until I’m blue in the face (like this guy in the photo), but it’s nowhere near as effective as having others say it. Some call it "creating a buzz."
This is one of the reasons why many are willing to spend sizable amounts on publicists. The idea is that if Downbeat says nice things about your CD, maybe JazzTimes will do the same, joined by a few well-known bloggers, followed by various members of the jazz community. This, of course, is a financially manufactured buzz. Something I'm guilty of being a part of, numerous times. Again, I realize this is a simplistic way of viewing it. Ultimately, you have to have something on the ball for those as mentioned above to talk about you, even if you pay them.
The most effective and long lasting buzz happens when word spreads about your work throughout members of your tribe. And by tribe, I’m referring to individuals with shared interests, taste, and values who are emotionally invested in your work.
A little note about tribes: The benefit of a tribe is that they will often spread the word about your work for you. All you have to do is to keep producing work that gives them a reason to talk. Not a bad deal. This is also one of the reasons you should be very targeted with whom you choose to focus as your core audience--or how I think of it: my musical family. Make your scope narrow, and the more likely you are to reach people who actually want to hear from you.
There's a big difference between saying "Hey, I made this. Buy it from me." And "Remember that thing we've been talking about? Well, here it is. I'd like to share it with you."
One sounds like financial coercion, the other sounds like an act of generosity. This goes against the grain on how we're taught marketing is supposed to work--also the problem I have with the publicists. They waste tons of CDs and time sending product to folks who have absolutely no interest in the artists they're promoting--only to justify their inflated fees. I call this template-publicity. Something I'll elaborate on in a later post.
The most effective and long lasting buzz happens when word spreads about your work throughout members of your tribe. And by tribe, I’m referring to individuals with shared interests, taste, and values who are emotionally invested in your work.
A little note about tribes: The benefit of a tribe is that they will often spread the word about your work for you. All you have to do is to keep producing work that gives them a reason to talk. Not a bad deal. This is also one of the reasons you should be very targeted with whom you choose to focus as your core audience--or how I think of it: my musical family. Make your scope narrow, and the more likely you are to reach people who actually want to hear from you.
There's a big difference between saying "Hey, I made this. Buy it from me." And "Remember that thing we've been talking about? Well, here it is. I'd like to share it with you."
One sounds like financial coercion, the other sounds like an act of generosity. This goes against the grain on how we're taught marketing is supposed to work--also the problem I have with the publicists. They waste tons of CDs and time sending product to folks who have absolutely no interest in the artists they're promoting--only to justify their inflated fees. I call this template-publicity. Something I'll elaborate on in a later post.
To wrap it up: When promoting your work, It’s not just about being great, or having a great look, or having a great story. Successfully spreading the word about what you do is contingent upon how well you make human connections, not just musical ones. Don’t just aim to reach folks through your horn. Sometimes you have to aim to reach them through your heart.
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