Independent Music Marketing
- 1. Independent musicDigital Grassroots & marketing
- 2. What is considered independent ? used to describe artists who exist apart from major commercial record labels DIY approach to recording and publishing most independent artists are unsigned or signed to small indie labels
- 3. What is grassroots marketing ? marketing a company, organization, products, or services on a local and personal level some companies also offer fans perks for: joining/starting street teams postering word-of-mouth door-to-door
- 4. Example : Aware Records & A 2 management Aware Rep Program founded in 1994 900+ reps in U.S. & Canada reps can make contacts and gain experience in the music industry while promoting great music on a local level do everything from hanging posters for upcoming concerts and CD releases, to hosting listening parties and selling merch for artists at their shows was put “on hold” in April, due to new digital marketing techniques
- 5. What is DIGITAL marketing ? the promoting of brands using the internet, mobile and other interactive channels the use of digital technology and processes in the development, distribution, and promotion of products and services for example: social networking sites (Facebook, MySpace, Twitter) Websites geared toward certain genres (AlternativeAddiction.com, Unsigned.com, AbsolutePunk.com, etc.)
- 6. Examples : Taxi & Evolvor Taxi.com website that connects artists with industry 1 1,000+ members cost: $300 to join $200 to renew every year $5 per song submission fee problems: no details about who is posting opportunities once music is received and reviewed by Taxi “experts”, it is just placed aside to wait
- 7. Examples : Taxi & Evolvor Evolvor.com offers consulting and marketing services to labels and bands also offers blog posts related to music industry dedicated to sharing digital marketing knowledge and advice with emerging artists as the music industry begins to change directions more concerned with advising artists than making money off of them marketing over distribution
- 8. Combining Digital & Grassroots Marketing Chris Blackwell, Island Records http://www.artistshousemusic.org/videos/chris+blac kwell+on+pop+culture+grassroots+music+and+the+fu ture+of+music ThinkIndie.com affiliations with independent record stores allows indie/unsigned artists to sell music both in-store and digitally