How many times have you heard this in recent years? Is it true?
First off, I will apologize for the rambling nature of this post...
Well like many changes in the way things work, the internet has brought both advantages for bands and writers and disadvantages. A level playing field? I fear that is just an illusion, in fact I know it is.
For example, it is very true that bands have the ability to reach out to fans around the world, but as I am sure many bands are realizing, the same is true for every other band, bedroom band and playstation guitar player. This is one of the main double edged swords. The world is being overwhelmed with bands and songwriters all clamoring for their attention. Add to that bands very rarely take advantage of all the benefits they could, and many that do don't take advantage of them to their maximum or any where near it.
It isn't enough to upload your music and invite your friends. The not so breaking news is - the fact that your music is on the internet does not mean success will find you. Far from it. The challenge now is in standing out from the crowd.
The notion that it is a level playing field is just that. The record labels have access to just the same tools every band does... plus a whole lot more. They have large budgets to spend too, although those are much reduced from what they once were. The large labels also have far more access to other media than they ever did before. TV talent shows are the tip of the iceberg.
So, where can independent artists learn from what the labels do?
Mailing lists. It pays to keep in contact with fans, who are after all customers. Many bands don't even have one! Apart from that what labels have mastered (at least the good ones) is how to mobilize their fans to help promote their products to their friends.
Networking. There are several areas where artists can benefit from networking. For example building industry contacts, building press contacts etc. The most accessible is to network with other bands.
Social Media. You may be detecting a theme, and that is making connections with others and making the most of them. Create pages for your band on Facebook, Twitter, and although much less important than it once was, Myspace.
The fact is that just about every way that you can connect with your fans is important. Each of the topics above is worth a large article in itself, but just being aware of their importance is a start.
Where labels really gain advantage (well one way) is the number of people they can bring to the party when it comes to exploiting and growing the benefit of these tools. I say tools, because that is exactly how labels and promotion companies view them. Nothing more.
A couple more things to mention before I finish this post... labels and promotion companies promote music as part of a coordinated campaign. They don't drip feed songs onto the internet, unless it is part of a coordinated plan. They time releases. They promote according to a formula that works. Everything has it's purpose, and each drives people in the end towards becoming a fan, towards becoming a customer.
For bands, fans are their means of making a living. They also give the ability to launch the next product more easily. Why? Once they are on a mailing list or other contact list they help launch the product. As I mentioned before, labels and promotion companies are masters at harnessing the power of their fans to get the word out there, to persuade others to become fans.
Viral Marketing, the appearance of competition with other bands, the clever use of merchandising, working with the media, these are all techniques and tools used by promo companies, but sadly neglected by independent bands.
There is so much on each of these topics.... but alas this is but a blog post to raise awareness. Who knows, maybe I should write a book?
Nah...
