ARTIST DEVELOPMENT Marketing & Branding Musicians
Musician Marketing: Branding Like any other profitable endeavor, music is a business. And as a musician, it's important to understand the basics of musician marketing if you want to be successful in this highly competitive industry. Start by developing a branded image, one that immediately tells your fans who you are and what you do. The following lays out the details on how you can develop a branded image that will help you take your music to the next level. Importance of a branded image In business, a branded image is your logo, tagline, colors, fonts/typesets and other attributes that visually represent one's company. In music, the same is true: Every band should develop at least a band logo to instantly gain recognition and set a mood for your audience. The more your audience sees your branded image, the more likely you are to gain credibility and earn fans... paying fans. A branded image establishes you as a legitimate musician and makes it easier for your fans - or "customers" - to identify with you, and it presents upsell opportunities such as apparel, hats and other merchandise. Without a branded image, all you have is a name. With a branded image, you have a unique style that sets you apart from all other musicians.
How to identify your branded image To identify your branded image, think about what genre of music you represent. Consider your fans, their likes and dislikes, their passions, and what they respond to. Research competitors to see what how they represent themselves - your most successful competition can lend great insight, indeed. Identify how you are different from your competition. Next, list the results of all your research: Write down everything you know about who you are in a few words and phrases. Now, consider your own passions - what unique aspects you bring to the music world - and jot those down as well. Put everything together and come up with a preliminary tagline to describe yourself as a musician. Finally, take your musician definition and consider creative ways to represent that in a word or two. Synonyms and rhyming dictionaries, historical texts, and other resources might be extremely beneficial. Come up with three potential concepts and choose the best - the one that resonates with you - as the name for your band or as a tagline for yourself as a solo artist.
Branding Through Design Skilled graphic design can transform your musician's branded identity from a written concept to a visual motivator. This image is what the world will see, and the public will perceive the ideals and emotions that your image expresses. Your logo doesn't have to be complicated - a simple text style or a few shapes will do. Consider Metallica's first logo (with the lightning bolt "M" and "A") or the Stone Temple Pilots' "STP" logos - they're both simple brand images for exceedingly popular bands. Though simple, when you see these logos you instantly know who they represent, what style of music they play, and whether you're a fan. When you achieve this, you've developed a powerful musician brand identity.
Musician Marketing: What Do You Need? Once you've figured out how you're going to brand the music industry, it's time to think about how you'll get your message in front of your target audience: your fan base, venue hiring managers, producers, agents, studio executives and record labels. The following details what marketing materials you need to successfully market yourself as a musician and get the gigs, the plays, and the pay. Must-have musician marketing materials
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Band press kit - A band press kit - or musician press kit - is similar to a corporate identity package. It is what you will send to radio jockeys, music executives, the media and paying venues to try to get their attention. In a custom pocket folder you'll include a bio sheet, a set list flyer, press clippings, a CD, business cards, a poster and any other important information pertaining to your act. Business cards - Think musicians shouldn't carry business cards? Think again. Unless you're Eric Clapton or Taylor Swift, assume that no one recognizes you. Not all musicians are headliners, and even most professional musicians play their instruments behind the scenes as the "star" performs. That's why you need a calling card. If you're a blues bassist, for example, your business card left in the hands of the right people can land you many great gigs that ultimately lead to your big break. Postcards - There is no reason whatsoever that you should ignore the supreme power of direct-mail postcard marketing. Send postcards to likely fans (once you've identified the demographics of your fan base, which you should have done during the branding process) to introduce new albums, to announce that you're going to be playing a local venue, etc., so you can sell more albums/song downloads, tickets and licensed merchandise. Posters - Many people like to put posters of their favorite artists on their walls: This leads to powerful third-party word-ofmouth marketing when their friends, family members and co-workers see your posters. Instead of simply doing a band photo in front of a brick wall or an artsy musician photo, try to be unique and creative within the likely environment. You might, for example, have a song about work that you can use as the theme for an office poster (think: "Take This Job and Shove It"). Club card flyers - One thing successful musicians learn at a very early stage is that your venue will not spend an exorbitant amount of money promoting you - at least, not until you've hit the big time. You can increase your clout, grow your fan base, and ultimately command more attention from industry execs and paying venues when you self-promote your shows using club card flyers. Calendars - Everyone loves (and uses) free calendars. Showcase your musical talents via printed poster and you'll market your target audience 365 days a year. Website - It's hard enough to compete in the music industry today. Put up a website with music clips, videos, bios, etc., and make sure your URL is included on all of your printed marketing materials.
Musician and Band Press Kits More and more musicians are marketing themselves as the online printing market has combined accessibility and quality with affordable pricing. Press kits are one of the best ways for individual musicians, bands, quartets and others to effectively market themselves to event promoters, magazines and newspapers when seeking publicity, air time and paying gigs. The following list details what should be included in every band press kit, and also offers some options you might want to include if you have the budget: Required Folder - This is the first thing your prospects will see and must be professional if you want program managers, promoters and editors to take a look at what's inside. A well-designed and durable 12-point gloss or satin pocket folder is perfect. You can have these die cut to include a business card and a CD if you'd like. If you don't have the budget to order custom folders, you can try finding some generic folders by yourself and include a custom sticker on the front instead. order custom folders, you can try finding some generic folders by yourself and include a custom sticker on the front instead. Artist biography - This is a flyer that tells promoters who you are; where you came from; where you're going; what musical genres you play; who your influences are and more. An 8.5-inch by 11-inch glossy flyer works well for this sheet. Promo photo - You've seen them before: The obligatory black and white band photo loaded with attitude. Nearly every artist includes some form of this in their press kit and not entirely out of vanity. Clubs, event venues, radio stations and others routinely tack these photos to their walls, so it's a good idea to include a photo. Club cards are an effective way to do
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this because you can get them on thick 12-point glossy stock. Some artists replace the promo photo with a poster, discussed later in this article as an option. Press release - The press release is essential to a good press kit. If your band has a new album coming out or is going to be playing a local gig, the press release can help you get that information into mainstream media, bring more fans to your shows and, ultimately, improve your popularity. If you don't have anything new to report, simply announce your band's presence on the music scene and the musical direction you're going in. You can also include a page of press clippings if you have them. Having your press release printed on an 8.5-inch by 11-inch sheet of 70-pound matte paper or premium 24pound letterhead is a good idea. CD or DVD - If your band has a CD or DVD, you should be sure to include it in the press kit. Radio station program managers and promoters need to hear your band before they seriously consider playing your music or hiring you. Have professional sleeves printed for these or have your folder die cut so they won't slip out of the pocket.
Optional Business card - Many bands do not include a business card in their press kits, but keep in mind that most business professionals (those that will be hiring you or playing your music) may organize their contacts in a Rolodex. If they need someone on the spot, it never hurts to have your business card handy. Go with a sturdy 13-point matte or 14-point gloss paper and have your business cards professionally printed so you don't come across as amateurs. You are a professional musician, after all. Poster - Posters are starting to take the place of promo photos for frugal bands because they're much cheaper to print. You can also make them bigger and add promotional elements such as a touring schedule or song list. Try going with an 18-inch by 24-inch glossy poster. They look great, fold to fit in your pocket folder and are economical. Lyrics sheet/fact sheet - If you have the budget for an additional 8.5-inch by 11-inch flyer, you can make a lyrics sheet or fact sheet that includes set lists, awards and other notable information you don't have room for in your bio. Stickers - Stickers are everywhere from desks and computer monitors to filing cabinets and windows. Including a custom sticker is a good way to get at least a few of your recipients to quickly tack up a reminder that your band is ready to play. Bumper stickers are also a good option, especially if you can come up with some catchy copy for them. Make sure you order vinyl stickers that will hold up to sun exposure. You should have all of your press kit materials professionally printed for the best results, not only in print quantity but also in achieving your goals of being played and getting paying gigs. The more professional you look, the more comfortable business people are with hiring you. Keep in mind that printing prices can drop dramatically as the order volume goes up, so work with your printer to find the most economical option for you. You might find that assembling 200 press kits will be far cheaper per kit than 50 press kits. Go with a professional designer for your materials, or if you're designing your own you can find free templates and file setup guidelines for all of these items at PsPrint. Rock on!
Musician Marketing: Copywriting It's all about the music, right? Wrong! If you've read this guide to this point, you know that musician marketing is as much about image and marketability as it is about tonal quality and creativity. To that end, copywriting plays an important role in how you're perceived by fans, executives, venues, the media and anyone else who might be able to help you further your career. Here's what you need to know about copywriting for musician marketing. Four steps for writing winning musician copy 1. Craft a powerful headline - Your headline should not only introduce who you are, it should reveal the experience your fans can expect when they attend your show. Don't just say "Billy Bob will be on stage," say "Revisit blues culture and spend an evening at Billy Bob's Blues Show." See the difference? 2. Highlight your benefits - This is a boat many musicians miss: What are the benefits of coming to listen to you, of buying your CD, etc.? You have to tell your fans - your customers - why you're worth listening to. This is especially true if you're new and do not yet have a foothold with past popular songs.
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3. Develop an incredible offer/make a poignant point - Present your pitch as an offer, not as a request for money. You don't want your fans to "buy" tickets: You want them to rock out with one of the coast's (or midwest's or whatever) best blues bands ever. That's an offer, not a request for money. 4. Motivate with a call to action - You have to tell your fans what to do next: where to get tickets, how to get a discount, etc., to encourage sales.
Example musician postcard copy (for an upcoming concert:
Revisit Blues Culture and Spend an Evening with Billy Bob's Blues Show King. Clapton. Marvin. Otis. Experience the sounds of the blues like never before when Billy Bob takes you on a journey through blues history - from the 1930s to contemporary blues styling, you'll leave enchanted by the story of American blues. And you'll dig the music, too. Reserve your seats before June 1 and get 15% off. First-come, first served!
Call 555-555-5555 or visit www.billybobsbluesshow.com to reserve your place in blues history today.
Billy Bob's Blues Show American blues: revisited, remembered, replayed
Musician Marketing: Distribution Telling the world about your musical talents and demonstrating that they do, indeed, want to listen to you takes time, dedication and intelligent distribution. Here are some tips for musician marketing distribution: Direct mail Direct mail is one of the best ways for new musicians to get in front of your target audience. One reason is that surprisingly few musicians take advantage of the proven power of direct-mail marketing, so there's far less competition to get in your way. Send your campaigns to likely listeners who fit your fan demographics; and send your band/musician press kit to radio stations, television stations, print media, venues, record labels and studio execs. Repetition is crucial to direct-mail success, but you don't want to overdo it. For musicians there's a fine line between being aggressive and becoming a nuisance, so carefully choose who you should send your direct-mail marketing pieces to and why.
Here's a sample direct-mail marketing campaign for musicians: Week One: Send a free CD with a couple of your best songs on them and/or a postcard with a URL to download two of your best songs for free. Week Six: Send a flyer that announces your upcoming show at a local venue. Hold a contest for someone to win a VIP backstage pass with you. Week 12: Send a calendar that showcases you and/or your band as musicians, at your favorite venues, striking poses that fit your musical genre, etc. Week 18: Send another flyer that announces another upcoming show. Week 24: Send greetings to your fans - anyone who has gone to a show, signed up for your online newsletter, or who has otherwise responded to your direct-mail marketing campaigns. Week 30: This should be done consistently depending on where you're playing: Send press kits to local media, radio stations, television stations, venue managers, record labels and studio executives.
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Advertisements Advertise with flyers and posters on bulletin boards, billboards, walls, under windshield wipers, and as inserts in newspapers, magazines and other publications. Take out ads in radio, television, print and online programs. Deploy a street team to hand out flyers and stickers. Also, host or sponsor an event or publicity stunt to get free PR.
Following up Test, track and tweak: These three Ts will help you develop winning musician print marketing campaigns. Always test different variations of your marketing materials on small portions of your mailing list before launching the full campaign. Sometimes a single word change can make a big difference in your return on investment. Keep a database of your fans, and evaluate recognizable trends so you can customize your pitch, which will allow you to make intelligent marketing decisions based on honest, proven statistics. Remember that music is a business, and if you treat it as such you'll vastly increase your chances of building a sustainable fan base that opens many doors for profitability as you grow.
Musician Marketing: Ideas and Resources This article is the final article in a five-part series that details exactly what you need to market yourself as a successful musician. Try these creative musician marketing ideas and resources to boost your musician marketing efforts this year: Creative ideas Play an event - Charities, nonprofits, weddings, and other organizations and events are always seeking acts to play for a discounted rate - and that rate is usually "free." Be proactive and offer to play at charitable events, banquets, weddings and other venues in order to get maximum exposure for your talents. Consistently play such events and you could build a loyal fan base for little more investment than your time. Challenge other bands - Work together with a local venue and other musicians to host a Battle of the Bands to get free exposure for your act. Be always visible - Make sure you have posters, flyers, banners and other materials placed in high traffic areas so you can brand yourself 24 hours a day. Ever notice how a celebrity's power seems to increase when they're always on display? Same goes here. Hit the festival circuit - Market yourself for festival entertainment and offer a great price to get good exposure. Get endorsements - Work hard to get your music in front of the right people, and if you get positive reviews from wellknown celebrities, disc jockeys, record producers or even other artists be sure to let everyone know!
Resources Here are a few links to musician marketing resources you can use to bolster business: American Federation of Musicians (AFM) - Membership provides benefits to American musicians. Freelance Musicians' Association - Exclusively focused on helping freelance musicians promote. Local, state and regional musician associations - Run a web search for musician associations in your area to discover local benefits for musicians.
Phone 562.513.5014
Email 319creativegroup@gmail.com
Web www.319creativegroup.com
Online and Offline Ads in Your Marketing Plan Now that most marketers have, at the very least, dabbled in online ad placement, one thing has become apparent: the honeymoon is over. Temporarily viewed by some as a replacement for offline printing campaigns, online placement is now considered a complementary marketing strategy. In fact, direct mail has surged due to the revelation that direct-mail-to-website marketing is one of the most effective promotional strategies available today. This makes sense, too, since online advertising competition is fierce. You have to compete with so many vendors it's difficult for even the largest companies to make an impact. In today's economic climate, online placements and offline printing campaigns work in tandem to fuel successful marketing plans that yield a high profit margin. The following are proven ways you can incorporate online placements and offline printing campaigns in your marketing plan: Postcard to website Postcard to website is one of the best ways to market today. Postcards are delivered directly to your target audience with a clear call to action, so they bypass the online competition and offer a simple yet direct path for your customers to take the next step in the purchasing process. Other direct-mail pieces such as brochures, booklets and flyers serve as excellent alternatives to the postcard.
Ad to website to information kit This is the reverse of the postcard to website method. Let's say you're selling the XWidget. You place on ad on Google's search and content network that, when clicked, leads to your website. Once on your website, prospects can fill out a form to receive additional information through the mail (an online printing company such as PsPrint can handle the information kit printing). Just like direct-mail postcards, this kit connects with your customers on a personal level and motivates response. On the web people are click happy, but printed material engages attention for long periods of time. This is a great costsaving mechanism, because you send your mega-kit (pocket folder, brochure, flyer, business card, booklet, etc.) only to highly targeted prospects who have requested it and are likely to buy.
Direct mail to software as a service Software as a service is becoming more and more popular, but the competition for customers has made online placement more difficult. A direct-mail brochure or flyer that espouses the virtues of a particular SaaS to a targeted audience can drive tons of web traffic and motivate many purchases. This new age of integrated marketing opens the door for innovation. By taking advantage of a variety of print and online marketing techniques, you can brand your company easier than ever before and achieve a level of visibility heretofore unavailable to small businesses. What's more, you can set up creative sales channels/funnels that help your customers choose you because they want to. Search engine optimization and pay per click rule the online world, while direct-mail marketing rules the offline world. When you pair them together, you rule your industry.
Phone 562.513.5014
Email 319creativegroup@gmail.com
Web www.319creativegroup.com