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How to promote your music

The internet has opened up endless possibilities to promote your music. And, while that may seem daunting, it really allows you to experiment and let your creativity run wild!

The key to successfully promoting your music in today’s music industry is to try new things, learn from the promotions you run, make changes, and fine-tune them to your unique career.

Let’s take a look at some basic strategies you could be using to promote your music right now.

1. Live Music Promotion

With everything moving more and more towards digital, it’s easy to forget about the value of that person-to-person interaction. After all, these days you can create great quality music, release it, distribute it, promote it, and even play live without ever leaving your room.

But, just because you can release something entirely online doesn’t mean you should! In fact, these personal interactions are still extremely important in the music industry.

Let’s take the live show as an example. Sure, it’s a chance to make some money and perform your music and have fun. But it also presents some really unique marketing opportunities.

Gigs are a great place to promote your new album or song. Tell your fans that you’ll be premiering a new song (or the whole album if you want to go all out) before it’s released. Choose one local gig and turn it into an event. Maybe fans who come to that show will be able to buy the album at your merch booth before anyone else.

You could also use gigs to grow a fanbase in new cities, states, or countries. Work with a local established band and propose a headline swap. You’ll open for them in their home town and they’ll open for you in your home town. Just make sure you pick a band with a similar musical style. Do this a few times and eventually you’ll be able to do your own headlining show.

If you want our free guide on
How to Promote Your Music with 3 Social Media Checklists (Click Here)

2. Use Social Media the RIGHT Way

We all use social media. If you’re not on Facebook, Instagram and Twitter these days, it’s almost like you don’t exist. However, you may not be using social media to it’s full potential to promote your music.

Social media is NOT a straight-up marketing platform. It’s really a catalyst for conversation and word-of-mouth marketing. About 80% of your posts should be funny, conversational, and interesting, leaving about 20% for promotional material.

That’s not to say that conversational posts can’t be promotional! You just need to learn how to frame the content in interesting ways. For example, if you’re in the studio recording a new album, try sprinkling little updates on social media. Tell a story about your studio experience that day, share a photo of the mix, or post a short teaser video of a song.

If you’re out on tour, take photos at the venues or share short videos or photos of the audiences. These things aren’t obviously promotional, but they still let fans know what’s going on.

It’s important to remember, though, that social media isn’t the end-all-be-all when it comes to promoting your music. It can easily become a huge time suck that takes you away from your music if you don’t manage your time properly (Hint: get social media time management tips here).

3. Promote Your Music and Sell it on Your Website

Your website shouldn’t be a static thing. It should be ever adapting and changing to reflect new events in your career. Basically, you want your fans stopping by your website as often as possible. The more often they’re on your site, the more they’re exposed to your albums, merch, and tickets.

If you’re just starting out, you probably don’t have a lot of big updates other than the occasional album release and tour. Starting a blog is a great solution.

It’s fairly easy to set up a blog on the homepage of your website. Most website tools like Bandzoogle, and WordPress, have blog capabilities. Plan out blog posts at regular intervals like once or twice a week and share anything you think your fans would find interesting. This could be the inspirations behind certain songs, new lyrical ideas you’re working on, a funny story from the last band practice, or even a run-down of the gear you use.

Another idea is to create landing pages on your website. Landing pages can be used to collect email addresses, to raise awareness, to give your fans more information, or to make a sale.

4. Reach out to Music Blogs

If you want to promote your music, it isn’t just about sharing things with your fans. You also want to reach out to new audiences and convert them to fans. And music blogs are a great way to do that. Bloggers are always looking for fresh, new content, and the cool thing is, there are a ton of smaller blogs that are totally within your reach as an indie artist. Blogs also tend to have a pretty niche following. This means that if your music is run on a blog, it’s guaranteed to be seen by people who already like the genre!

Do some research, find blogs that cover your type of music, and send personal emails out to the bloggers. Are there any interesting stories about your new album, song, or tour? Having a unique story will definitely help you stand out from the thousands of other musicians releasing an album. Make it as easy as possible for them to cover your story and treat them like people. Remember, it’s all about establishing a relationship.

5. Collaborate with Other Musicians

Collaboration is an often overlooked aspect of music promotion. It’s a great way to get your music in front of a new group of people and grow your fanbase exponentially. You can collaborate on pretty much anything. Just make sure you collaborate with musicians whose fans would appreciate your music. Choose to work with bands in a similar genre or with similar fanbase demographics.

Of course, the headline trade strategy we looked at earlier in this article is a great option. But let’s talk about some things you can do online as well.

Obviously, you could also work together on a song or album. Try recording a cover song or two together and release them on your YouTube channels or Facebook pages. The key is to drive your fans to each other. If you create a song or video, link to each other’s website and social channels.

An even more easy-mode option is to just agree to give each other shout-outs on social media. Share each other’s newest track and tell your fans how much you dig it. (Obviously work with artists whose music you actually do dig.) The power of a recommendation is one of the best marketing tools out there.

6. Promote with Email

Your email list is an extremely valuable tool to promote your music. Unlike collaboration and blogs, your email list is marketing to your current fan base. If someone signed up for your email list, they want to hear from you, so take advantage of it!

Remember, your emails should be driving your fans to your website, so you want to include links.

So what do you send to your email list? The obvious use of an email list is to let your fans know when you have an album coming out or a tour. BUT you can also use your email list to send fans to your blog when you have new content. (Remember, you want to get your fans on your website as often as possible.)

Of course, you need to get fans to actually signup for your emails before you can start using it as a music promotion tool, right? An easy option is to trade something of value for an email address. Keep in mind this doesn’t have to be a free song (in fact there are a TON of more effective ways to grow your email list)

If you’re not sure where to even start when it comes to growing your email list, here are 10 easy ways to build an email list for your music.

 

“No matter how many followers you have, you can’t eat a tweet. Get New Artist Model and learn how to turn traffic – into fans – into money.” – Dave Kusek

 

How to Promote Your Music: Conclusion

Your music promotion strategy is going to be something that you refine over time, so don’t get frustrated if things take some time to come together.

The important thing to remember is that you should be taking advantage of all the different promote your music tools you have right here at your finger tips instead of relying on just one thing.

If you want more music marketing guidance, download this free ebook. You’ll get a roadmap showing exactly how different elements like social media, email, and your website come together into a music promotion machine that will help you grow your fanbase and make more money. You’ll also get 3 social media checklists with easy post ideas you can use on your own social channels.

 Click to get the free eBook:

How to Promote Your Music Ebook cover copy

 

There are a lot more resources available for you at the New Artist Model blog.  For example, if you want to self release an album, this will help you get started. If you want help with Instagram for music, this post may be very helpful.

The New Artist Model is an online music business school for independent musicians, performers, recording artists, producers, managers and songwriters. Our classes teach essential music business and marketing skills that will take you from creativity to commerce while maximizing your chances for success.

Check out the Music Business Accelerator (MBA) a new program that will help you plan your music projects, promote your music and create a sustainable career.

 

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5 ways to boost engagement on Facebook

Boost Facebook engagement and get more attention for your music

With organic reach declining as a result of more content being shared, Facebook is largely becoming a pay to play platform.

While this makes it harder to reach your fans without using advertising, don’t be too quick to give up on Facebook as a marketing channel for your music.  Facebook is the most popular social network, with nearly 2 billion users, and it’s still possible to increase the effectiveness of your Facebook page by focusing on engagement. 

Here are 5 things you can do to boost Facebook engagement.

Show Your Personality

People relate to other people. That’s a simple fact. (And a big reason why major brands have a hard time relating to an audience on a deeper level)

So when you post, try to talk in your own voice. This may be challenging at first as you get used to communicating through short social updates, but it will become more natural the more you work at it.

As a simple way to check yourself, try actually reading out your posts and asking yourself objectively, “Is this something I would actually say?”

And don’t be afraid to be polarizing! A lot of people lose their voice and are afraid to speak their mind on the internet for fear of rejection. Now, I’m not saying you have to take major stands on big world issues, but let the little quirks in your personality show.

So maybe you’re a punk rocker with rebellious, high energy, anti-establishment views. Or maybe you’re a singer-songwriter who’s also really into geek culture. Don’t be afraid to let that out on social media from time to time.

Some people may not get where you’re coming from, but some will! And that connection that goes beyond just the music is what will help solidify the artist-fan relationship.


If you want some ideas for what to post to Facebook and other social media platforms, download this free ebook: How to Promote Your Music: With 3 Social Media Checklists 


Ask Questions

Asking questions and using fill in the blank posts (or even funny Mad-libs style posts) are great ways to get people to up your Facebook engagement.

Why does this work? For the most part, a direct question elicits a response much more than a statement.

I’ve noticed myself that when I post questions on my own Facebook page, friends and followers of New Artist Model are more likely to like and respond to it, often with a great amount of detail, which leads to even more responses.

Here are some questions and fill in the blank posts you can try that could be easily adapted to any audience

  • Looking for some inspiration – What songs are you digging right now?
  • Which t-shirt design do you like best?
  • We’re ordering pizza from the tour bus. Topping suggestions?

Not only will questions drive engagement, but you can get a better idea of what your fans interests are so you can more effectively promote your music.

Share Engaging Photos (and Videos)

Photos and videos are the most shared type of content on Facebook and are a great way to tell stories in a quick and powerful way.

If you have songs with inspirational lyrics, try creating a nice looking photo with pieces of your lyrics using a service like Canva, and insert your logo at the bottom so those who see the photo and don’t already follow you are exposed to your brand.

Here are some other ideas:

  • Share photos of your gear, pedal board, drum set up, or home studio with some information so fans can re-create your sound.
  • Create a short video explaining the meaning behind a song’s lyrics (remember to add subtitles)
  • Share a photo of a lyric sheet, lead sheet, or Pro Tools file you’re working on.

Use Your Fans’ Content

Social media is all about multi-directional communication.  Many larger artists post on social media and let their followers respond to them, but don’t engage with those who took the time to respond.

If your fans take the time to share a tattoo, painting, or cover of one of your songs to your Facebook page, reshare it with your fans.  It’s a great way to show appreciation to your biggest fans.

Not only that, but the excitement you give your biggest fans by sharing their content with other fans can drive valuable word of mouth.

There are a few things you can do to encourage your fans to post shareable content on social media. Encourage them to post photos from gigs, remixes of your songs, or covers and tag you. Maybe make it a regular thing (like “Fan Feature Friday”).

Post More Frequently by Scheduling Your Posts

When it comes to Facebook, scheduling your posts in advance can be a valuable way to continually engage your fans without staying on Facebook all day.

Tools like Hootsuite and Buffer let you schedule posts in advance.  This means that with a little bit of work at the beginning of the week or day, you can continue to provide posts throughout the day for your fans to engage with.
Now, it’s important that you don’t rely too heavily on these social media management tools. Social media is dynamic and it happens in real time, so make sure you block out a little bit of time every day to respond to comments and post live. 

Where to Go From Here?

There are a lot more resources available for you at the New Artist Model blog.  For example, if you want to self release an album, this will help you get started. If you want help with Instagram for music, this post may be very helpful.

The New Artist Model is an online music business school for independent musicians, performers, recording artists, producers, managers and songwriters. Our classes teach essential music business and marketing skills that will take you from creativity to commerce while maximizing your chances for success.

Check out the Music Business Accelerator (MBA) a new program that will help you plan your music projects, promote your music and create a sustainable career.

 

Content marketing for musicians

Marketing and promoting your music is a task every musician has to face throughout their career. But it’s also the one thing many musicians wish they never had to do again. With all the noise out there it can really feel like no one’s even listening to you. 

So how do you stand out and get heard? How do you break through the noise and get your music the attention it deserves?

Today I’m going to key you in on a secret.

The BEST thing you can do is shift your approach – instead of PUSHING your music out in front of people, you need to PULL fans in with enticing and interesting content. Make them want to hear from you. 

That’s where content marketing for musicians comes in.

Now I know “content marketing for musicians” sounds a little intimidating… But as you’ll see, you can easily turn the content you’re already creating every day into plenty of interesting and engaging social media posts, but for now let’s talk about what content marketing for musicians actually is, why it’s such an important tool to have in your music promotion arsenal, and how you can use this approach to authentically promote your music and grow a powerful fanbase.

What is Content Marketing for Musicians?

Content marketing is quite literally exactly what it sounds like.

You use valuable and interesting content to draw your audience in. It’s a form of “pull marketing” where you get your fans interested and emotionally invested in what you do. Think about it like you’re pulling fans in rather than pushing your music in their face.

So that means instead of posting “check out my new song,” you release a short video telling your fans about what the lyrics mean and include a link to purchase or pre-order.

Instead of relentlessly posting announcements about your new album (you know, the “buy my new album” spam), create a blog series or a vlog series on YouTube documenting the album creation process with easy links to pre-order.

Instead of just asking fans to join your email list, offer valuable video lessons or exclusive events to make them want to join your email list.

You see the difference?

The Problem With Push Marketing

In the past, marketing was all about pushing out messages with big money to get it in front of as many people as possible and hoping some would bite. Artists with big record label backing could thrive because they had the big bucks to promote.

But in today’s social media-dominated world, this shout-louder-than-everyone-else tactic just doesn’t work (even the big labels are having trouble despite their big budgets). You just can’t shout loud enough to be heard over the crowd anymore. Especially as an indie with a minimal marketing budget.  

Now, don’t get me wrong – announcements and push marketing style promotions will always have a place in your marketing mix.

But the problem arises when you literally base your entire strategy on shouting at your fans.

Instead, turn it into a conversation, draw them in, and they will be much more interested.

Reaching The RIGHT People

I also want you to understand that you don’t need to reach everyone when you’re promoting your music. 

I know, I know… This is hard to remember in a social media world where big follower counts are glamorized. But try to keep it in perspective – the number of followers you have on Facebook or Twitter is just that – a number. And having people on your email list or following you on social media who don’t really like your music that much won’t do anything to further your career.

50,000 followers who don’t buy your album won’t help you fund your next project or go on tour. 50,000 subscribers who don’t come out to gigs won’t help you step it up to play bigger venues.

Instead, focus on finding the fans who will actually buy your music, come out to shows, and support you.

1,000 true fans is infinitely better than 50,000 followers who don’t really care. In short, it’s not about reaching more people. It’s about reaching the right people and nurturing those relationships.

This is going to influence the kind of content you release in your content marketing strategy. Always keep your ideal fan in mind when you’re creating new social posts, blog posts, videos, or events. What will they want to see? (Hint: if you’re not sure, ask them!)

Why Content Marketing Works SO Well

Let’s do a little thought experiment to illustrate just how powerful content marketing for musicians can be…

Would you be more likely to purchase an album from an artist you follow if you just saw one or two announcements about it’s release?

OR if you had been following a weekly vlog series documenting the album creation process for a month?

Most people would go for the latter.

You see? Present it like entertainment. Who wouldn’t be interested to see what goes on in the studio? And after spending all that time watching that series, the fan is invested in your project – both from a time perspective as well as emotionally.

Start Before You’re Ready

The key to effective content marketing is to start before you’re ready. Don’t wait until you have something to promote (like a new album, tour, gig, or song) to start building an audience. Fans don’t form around nothing.

Start NOW. Begin creating a fanbase around what you’re already doing everyday (even if you don’t have anything to sell yet).

Remember, the process can be just as valuable to you from a promotion standpoint as the finished product. Then, by the time you’re ready to release something, you have a captivated audience just waiting to see what you have in store for them next.

Tie in Relevant Calls to Action

Now I know it can seem counter-intuitive to use content to promote. BUT, the key to successful content marketing is adding relevant calls to action. Try to make the content you release have a purpose.

In marketing-speak, a call to action is just asking your fans to take some further action. Maybe you want your fans to vote on a merch design, pre-order your album, pre-order a ticket to a show, support you on Pledge Music, or sign up for your email list.

Let’s run down some ideas:

  • Post a picture to Facebook of you and a fan who won a merch bundle for pre-ordering a ticket to your recent show. Let your fans know that they could be entered to win free merch too if they pre-order instead of buying tickets at the door.
  • Share a short video montage on Facebook of your last email-subscriber-only live stream. Give your fans a link to subscribe to get in on the next one.
  • Make a YouTube video teaching your fans how to play your new song on guitar. Include a link where they can buy the song. (Bonus points: ALSO give fans the chance to download the tab or sheet music in exchange for an email address.)

Conclusion: Content Marketing for Musicians

Hopefully this article has given you some ideas to promote your music. Keep in mind that content marketing doesn’t have to be overwhelming. Don’t think of content marketing for musicians as a completely new approach. It’s just OPTIMIZING and sharing content you’re already making.

Now that you have the basics, it’s time to move on and master the email list! Your list will play a HUGE part in your content marketing strategy for promoting your music (and don’t worry, this is going to be painless).

 

 

How to sell more music with landing pages

Today I want to talk to you about selling more music. (Or merch… Or tickets.) More specifically, I want to key you in on one of the most effective ways to get fans to take that next step and support you. Surprisingly enough, this tool is extremely under-utilized by musicians…  

What is this powerful marketing tool? The landing page.

Granted, landing pages are only one part of your music promotion strategy. If you want to see how all your social media, email list, website, and store all work together to help you grow your fanbase and sell more music, download this free ebook and get 3 social media checklists.

What is a Landing Page?

We talked about using landing pages to grow your email list here, but there are plenty of other awesome ways to use landing pages.

In short, a landing page is a page on your website with a specific purpose – usually to prompt your fans to take some further action like buying your music, entering a contest, or signing up for your email list. If your fan chooses to follow through, it’s considered a “conversion” in marketing-speak.

These landing pages are simple, focused, and free of distractions. In fact, the best landing pages don’t even have a navigation or any links other than a big button.

Why? Well there’s a bit of psychology at play here. Think about your own browsing tendencies. If you’re on a page and you can see a social media feed with cool posts from Instagram and Facebook and a link to an interesting blog post, how likely are you to get distracted and click off to something else? (I know I would.)

Even if you have focus of steel, attention overload is a real thing. So, the more you can limit distraction, the more conversions you will get.

You can have as many landing pages as you’d like (and we’ll talk about all the different ways you can use them in just a minute). The key is to make sure each has a single, very specific purpose.

Once created, you can link to them from social media, a blog post, or an email.

How to Create a Landing Page?

You don’t need anything special to actually create your landing pages, though there are plenty of tools and services out there.

At the most basic level, you can simply create your own landing page with whatever website platform you use. (Think WordPress, Bandzoogle, Square, Wix, etc.)

Create a new page, give it a short, memorable URL like “www.myband.com/free-song,” and you’re good to go.

On that page, simply add an email optin form and some text telling fans exactly what they get for signing up. (Here are instructions to create embeddable forms with Mailchimp.)

Other services like LeadPages and Sumo are specifically designed to help you create amazing landing pages. BUT, I always suggest that you start creating landing pages and growing your email list NOW with the tools you have available rather than waiting until you can afford this or that software.

3 Types of Landing Pages

Different types of landing pages serve different purposes (and can look extremely different as well).

Always start by determining the purpose of your landing page.

  • Do you want to sell something?
  • Are you trying to sell a low-priced item or a high-priced item?
  • Do you want fans to opt into something (like an email list or a contest)?

Once you figure that out, you can start putting your page together. So now, let’s go through a few of the most common types of landing pages, how you can create them, and how to use them.

1. Email Signup Landing Page

You probably guessed it, but this type of landing page is used to grow your email list. And it’s probably the one you’ll use most often (so read through this section a few times to let it sink in if you have to).

Most of these landing pages will ask for an email address, but you can capture other information as well. Like a first name (so you can personalize the emails you send). Or a zip code (so you can send them emails about gigs in their area).

Essentially, you’re goal is to get these fans on your email list so you can contact them.

Most email signup landing pages will literally just have an image, a bit of text, an email signup form, and a submit button. The text on the page should tell your fans exactly what they’ll get for signing up.

It’s best to offer something free as an incentive for opting in. Almost like a trade.

As an example, you could offer a discount on merch for all fans who opt in to get notified when you’re touring through their area.

Some other things you can trade for an email address are:

The key of course, is to make sure that what you’re offering resonates with your fans. Every fanbase is a little different. That means what your fans consider “valuable” may be completely different from another band’s fanbase. If you’re not sure, test some things out and see what works best.

2. Microsites

A microsite is exactly what it sounds like – a miniature website that lives on your domain. These pages are much longer than an email signup page and are usually used to sell something.

As a musician, you could create a microsite landing page for your new album. Create a URL like “www.myband.com/album-name” (obviously use your band name and the album name). Use it to tell the story of the creation of the album with text, videos, and photos. Link to a place where fans can buy or pre-order the album and also link some higher end bundles with signed merch and other exclusives.

You can link fans directly to this microsite from social media and email. All the cool information on your microsite can get fans more emotionally invested in your album and more willing to buy.

3. Long Form Landing Pages

A long form landing page is usually a very long page with a lot of text explaining to your fans exactly what it is you are offering. Dispersed throughout the text should be call to actions.

This may not be the most common landing page, but it can serve a purpose – typically for things that require a bit more explanation to convince fans to convert.

As an example, a long form landing page would be a great option for a page that calls potential house concert hosts.

For many fans, hosting a house concert is completely new. That means they will be hesitant to volunteer up their personal space unless they know all the details.

To make the process easier for your fans, you could create a long form landing page that includes everything they need to know about hosting a house concert. Include details like how many guests they will need to RSVP, how big their space needs to be, if they need any kind of equipment, chairs, tables, or lights, a suggested concert schedule, and photos and testimonials from past house concerts. Include links to a form where fans can volunteer.

Landing Page or Home Page?

Can your website’s home page be a landing page? The answer is yes and no.

Yes, you can make your site’s home page into a landing page. BUT it’s probably best to keep it as a temporary thing. (Remember, landing pages typically have no navigation, so your fans won’t be able to get to any other pages on your site.)

If you’re trying to hype up your new album, you could temporarily make your album microsite into your home page. That way, anyone who visits your site will know you have an album and won’t get distracted by anything else.

If you don’t want to go all in with a landing page, you could opt for a temporary splash page instead. A splash page pops up over your homepage when a fan visits your site. It can include information and a short call to action.

Landing Page Best Practices

Okay, now that we’ve gone through what landing pages are and how you can use them, let’s run down a few more best practices.

1. Keep the Background Simple

The content of your landing page should be the star, not your background. That means no large tiled background images (unless it’s very minimal), no bright colored backgrounds, and no video backgrounds. When in doubt, go for white (or some other neutral that goes with your site’s theme and your image.

2. Bring Focus to the Call to Action

On any landing page, the call to action should be the main focus. And an easy way to draw attention is with color. Try choosing a button color different from any other element on the page. Of course, you don’t want a completely jarring color, so pick something that fits with your theme without being obnoxious.

You also want to be sure the text you choose for your call to action is relatable for your fans. Something like “Click here,” isn’t too enticing. On the other hand, something like “Get a free song,” is obvious and valuable.

3. Build Anticipation and Urgency

The best landing pages create a sense of urgency. In most cases you want your fans to hit the page and make a decision fairly quickly. And that means you need to get to the point, be as brief as you can, and hit most of the important points up front.

You could even use countdown timers or a hard-close date right at the top to show fans that this won’t be around forever.

So if you set up a landing page to encourage fans to pre-order your upcoming album. Add a date right at the top to let fans know when pre-orders are closing down.

4. Make Sure Page Loads Quickly

This goes for any page on your site really, but it’s especially important for landing pages. Most people are just too busy to wait around for a webpage to load. They’ll move on and find something more important to do.

To increase your page’s load speed, avoid oversized images, stay away from javascript in the header of your page, and try to do as much with CSS and HTML as you can.

Conclusion – How to Sell More Music with Landing Pages

Landing pages can be an extremely effective tool to promote your music, and hopefully this article has inspired you to give them a try. Remember, you don’t need to dive in the deep end and create tons of different landing pages right away. Try making just one to start – maybe an email collecting landing page to grow your list.  From there, you can expand out your landing page strategy one at a time.

If you want more promote-your-music guidance, download this free ebook. You’ll learn how social media, your website, and your email list work together to turn fans into buyers who support your music. AND you’ll get 3 free social media checklists with tons of ideas for social posts. Click to download your free copy:

How to Promote Your Music Ebook cover copy

email marketing for musicians writing emails your fans will loveEmail is one of the best ways to get in touch with your fans and promote your music these days. But make no mistake, this isn’t a 100% thing. Most people get hundreds of emails per day.

The big question is, how do you stand out? How do you make sure your fans are clicking on all (or most) of the emails you send their way?

Email marketing for musicians is plain and simple: You write quality emails filled with awesome value. Think stuff you would want to receive from your favorite musicians. That means your emails need to have valuable or entertaining information, they need to be easy to read, have great offers, and feel like something personal.

Here’s what I recommend:

I know as musicians sending out emails can feel a little pushy and overly promotional. And it definitely can be if you write your emails to be really spammy and treat it like a push marketing outlet (hint: don’t do that).

BUT, if you’re writing more personal letters to your fans and you’re giving them all kinds of great stuff for being a part of your email list – then it stops feeling pushy and starts feeling like an awesome community.

So let’s take a look at a few easy ways you can make your emails more effective than ever before.

1. Know Your Fans (And Write for Them)

Your emails are going to real people. I know, groundbreaking! But so many musicians write emails that are either completely irrelevant to their fansbase or totally generic.

But, if you keep your fans in mind as you write, they will find your emails much more interesting.

Take New Artist Model member Lee Norman for example. He’s in his 40’s and he know’s his target fanbase is around the same age. So when he writes his emails he’s going to talk about things they can relate to.

The first step obviously is getting to know your fanbase. Here are some places to start:

  • You can get some quality data from your social media analytics as a start. Look for age, gender, and interests.
  • Do some market research. Subscribe to bands and musicians who you know have a similar target fanbase to you. What do they send to their list?
  • Talk to your fans at gigs. Get to know them and talk about their interests.

Once you feel like you know your fans a little better, use that knowledge to make your emails more relevant.

2. Use Actionable Language

Actionable language just means you’re not beating around the bush. If you want your fans to watch your latest music video, tell them – seriously.

Here’s a really passive way to say it:

We have a new music video out! It was really fun to make and I hope you guys will like it too. [insert link]

Here’s a more actionable approach:

Hey guys our new music video is finally here! Click here to watch it. And leave a comment on the video letting us know if you can spot my dog trying to sneak his way into the video 😛

3. Align Your Subject Line with Your Body Copy

Your subject line should sum up what’s in the actual email. Think of it like a little preview of what they will get if they open.

That means you should never (ever) use click-baity and irrelevant subject lines just to boost your open rate. Your fans will most likely feel betrayed or see it as spammy and never open another email (or unsubscribe). Getting a high open rate on one email isn’t worth it if you tarnish the trust your fans have in you.

Some people say the subject line should be the main benefit of reading the email. Others say it should sum up what’s inside the email. Still others will pull out a small, catchy piece of the email and leave the recipient hanging so they have to open the email. I say go for a variety of all three. 

Just like with the email copy itself, it’s best to keep subject lines fairly brief. Many email readers like Apple’s Mail will cut the subject line off after a certain amount of characters, so keep it short and to the point.

4. Add That Personal Touch

Most email services will have some personalization token function. Basically this just automatically inputs personalized words or phrases that are specific to each fan on your list.

The easiest option, of course, is to add a personalized greeting using your fans’ first names.

This may seem like a trivial thing, but I want you to think about the emails that you receive… What do you prefer to see:

  • Hey Graham!
  • Hey guys!

Of course, if your name is Graham you’d probably prefer the first option. The personal greeting is just a nice sentiment.

Keep in mind that you can only use information you have collected to personalize your emails. If you only ask for an email address when your fans opt in you obviously won’t be able to address them by their first name.

5. Write in Your Own Voice

The most successful emails are written in a more casual, conversational voice. It’s important to remember that although you’re sending to hundreds of people (or thousands if you’re awesome), each email is going directly to a single person.

And that means you should write like you’re talking to that specific person – almost like you were talking to them face to face. This instantly makes any email feel less “salesy” and more like a one-on-one conversation.

A good rule of thumb is to switch between the first and second person. You should refer to your fans as “you,” not “her” or “him.”

You should also throw in some of your own thoughts and experiences in a more first person style.

If you’re not sure, try reading your email out loud to a friend. If it feels like you’re talking to them (not at them) then you’re probably good.

6. Get to the Point

As a musician you’re obviously pretty passionate about your work. And no doubt you could go on and on about it for hours. While it’s great that you’re so excited about what you do… email is not the place for that.

The very first line of your email should get straight to the point. That means if you want to share a studio vlog with your fans you shouldn’t go on a loosely-related tangent at the beginning only to get to the actual vlog at the very end of a 2000 word email.

That being said, it’s perfectly okay to send longer emails if you have something really interesting to say. But make sure you establish the email’s relevancy and connect the content to the subject line right up front.

As an example, let’s keep going with the studio vlog idea. You could use a catchy subject line like, “You’ll never guess what happened when we hit record…” The first line of your email could be a call to action to watch the vlog. You could then go on to tell a little bit of the story.

7. Be Brief

We’re all busy. And people don’t have a ton of time to read huge emails, so keep that in mind.

Now, I’m not saying to skimp on the value for the sake of brevity. There’s just a bit of a balance to be found. In short, if you can say something in less words, do it.

Here are some guidelines to help:

  • Each email should have one main purpose, idea, or goal. That means if you’re announcing pre sales for your new album, don’t try to squeeze in your latest blog post. Make sure every sentence in your email is related to that purpose or goal. You can always send another email, so don’t feel like you need to cram everything in.
  • Edit, edit, edit. Give yourself enough time when you’re writing emails to edit. A good approach is to write the email, save the draft, do something else for an hour or so, and then come back with fresh eyes. You’ll usually find a lot of stuff you can cut out that you missed the first time around.

8. Make Being on Your List Rewarding

Your email list can really be viewed as a special community of your more serious fans. These are people who have actively taken the step to opt into regular communications from you, so they represent your superfans and more dedicated fans.

That being said, it’s the perfect place to share some rewards and give back a little for their support. Now, “rewards” don’t need to be actual things (like freebies or music). Think of “rewards” as anything your fanbase will find valuable.

Here are some ideas:

  • Share a phone wallpaper download of your album artwork
  • Give out downloadable lyric sheets
  • Host private streams or Q&A sessions
  • Feature a “Fan of the month”
  • Share exclusive coupons code or discounts

If fans know they will get awesome valuable stuff if your emails, they will be much more likely to open when you do have something to sell (like a new album or merch). Plus many fans are more likely to support artists that give instead of just sell, sell, sell. It creates a much more authentic relationship.

Another quick tip is to segment your email list by interest and activities. Not all fans on your list will have the same interests, so the more you can target your messages, the better.

9. Ask for the Click

Every (or most) emails you send should have some kind of call to action (CTA).

A “call to action” is just marketing-speak for asking your fans to take some step – usually clicking a link.

After all, your career depends on your fans clicking through and supporting your crowdfunding campaign, or buying tickets for an upcoming gig, or purchasing a t shirt from your online store, or buying your new album. (I mean, the worst that can happen is the choose not to and close the email, right?)

Let’s say you’re trying to get fans to support your crowdfunding campaign on Kickstarter. Use an email to tell them about all the cool benefits they’ll get for supporting you and then ask for a click to your campaign.

Here’s some guidelines if you’re still nervous about asking for a click:

  • Keep it short. You don’t need to beg. You don’t need to justify or explain yourself. Just ask.
  • Make it distinct. Your link should be a different color from the rest of the email text to draw attention. Format it like a standard link (with an underline and an alternate color) so fans know it’s a link or create a button.
  • Focus on the why. Instead of just using “Click here” as a CTA, try something like, “Click here to support the Kickstarter campaign and get exclusive merch

10. Present a Clear Deadline

This one really builds off the previous point. Well-crafted CTA’s will get you far, but putting a deadline on the thing you’re offering will add a sense of urgency.

Why is urgency so powerful? We all like procrastinating and putting things off, right?

We say, “Oh I’ll do it tomorrow.”

… And the next day we say, “Oh, I forgot. It’s fine, I’ll do it tomorrow.”

… And after a few days sometimes it gets lost or forgotten.

Sound familiar?

But if there’s a deadline, we’ll get our butt into gear and take action for fear of missing out.

If you share a discount for your merch store, have it expire after a few days (and actually mention that deadline in your email).

Obviously some things like crowdfunding campaigns and gigs have a deadline built in.

Email Marketing for Musicians: Conclusion

If you’re not experienced, sending emails is going to be a bit of a learning process – and that’s okay! The best advice I can give is to just try things.

Experiment. Play with subject line ideas (heck, run split tests on subject lines if you want an “A” for effort). Try shorter emails or longer-form emails. Checkout how plain text emails and formatted emails with images perform.

For everything you try, look at your data (your open rate and click rate). Use the data to decide what works best and go from there.

Of course, email is only one piece of the “promote your music” puzzle. If you want to see how email and social media work together to grow your fanbase and market your music, checkout this free ebook.

Click the ebook image to download your free copy:

How to Promote Your Music Ebook cover copy

10 Ways to Grow Your Email List for Musicians

As an indie musician, if you don’t have an email list (or you have one and never use it), you’re shooting yourself in the foot. Compared to social media – where most of your posts can get lost in the feed never to be seen again – email open rates can be on average 25% (or higher if you have awesome content).

What does that mean? It’s your direct ticket straight to your fans, without the distracting videos on social media pulling their attention away. Which means that when you send an important email about your upcoming album, there’s a much better chance your fans will actually see it (and pre-order the album).

Obviously, it’s not as easy as just writing an email and pressing “send.” BUT if you don’t start building your email list now, you won’t be able to reap the rewards.

A lot of musicians and creatives get a little apprehensive about asking fans for an email address. It feels a little too “salesy.” But, especially these days, many music fans are on the lists of all their favorite bands. Email is no long an engine for overly-promotional spam. It’s now a place where fans get get insider access, exclusive content, first looks, and a whole lot more. Think of it like a special club of awesomeness.


Of course, once you start building an email list, you need to start sending your fans really awesome and interesting emails! Start with these 10 free email templates. Inside you’ll find 10 templates for 10 different scenarios and explanations so you can learn how to craft emails your fans will LOVE!


Now onto the big question: How do you build an email list for you music if you are literally starting from nothing (or you have an empty list that you set up ages ago but have been too scared to promote)? Let me throw down a bunch of ideas to get you started.

What is an Email List?

Let’s start from square one. An email list is collection of email addresses you’ve gathered.

Note that these addresses are from people who have opted in somehow. Maybe they bought a t-shirt from your store or they signed up to be notified when you’re touring through their area. Essentially, these people are you more dedicated fans – the ones who have taken an action beyond just following you on social media.

You store and email your list through an email marketing service like Mailchimp. Personal email services like Gmail or Yahoo are completely different and should not be used to email your fans. Services like Mailchimp also give you the ability to segment your list (that’s just a fancy word for splitting up your list into different categories based on interest and activities).

There are plenty of email marketing platforms and services to choose from. Mailchimp is a great place to start (free up to 2K subscribers, yay!), but I suggest doing a little research to see which best fits your needs.

How to Build an Email for Your Music

Okay, now let’s dig into some approaches you can use to actually grow your email list. All of these ideas will work for someone with literally zero subscribers AND ALSO someone who’s already built up a bit of a list and is looking for some new ideas.

Of course, you don’t by any means need to use all 10 of these strategies – just pick the ones that fit best with your career and run with them. Everyone will have a slightly different approach (since we all have different fanbases, career levels, etc), so try some things, see what works, and go with that.

A few quick side notes about email (I don’t want anyone getting in trouble).

  • You need permission to email someone. That means they need to opt in to your list, buy something from you, or put their name on a signup list at a gig.
  • You need to let people opt out of your emails. Some people just won’t dig your emails for whatever reason. And that’s fine. Let’s get them off the list and focus on the people who do dig your emails.
  • Use your own email habits as a guideline. Do you like reading novel-length emails? Probably not. Do you like getting overly promotional “buy my cool stuff” emails? I’m going to guess no. Keep it valuable, keep it concise.

1. Create an Opt In Form

A good ol’ embedded opt in form on your website is something you should always have. An opt in form is just a simple form that requests information (usually just a first name and email address), with a submit button.  

Pretty much any email service will have the capability to create embeddable opt in forms that can be added to any website platform. (Here’s a link to a tutorial for Mailchimp’s embeddable opt in forms so you can see what I mean.)

So if you don’t have an email signup form on your home page, go set one up now. Seriously. Right now.

Fortunately, a lot of musicians have gotten this memo already so let’s talk about how you can make your opt in form perform even better.

  • Contrast is important. You want your opt in form to stand out on your website so your fans will notice it (and hopefully fill it out). So that means if your page is black, your form should be a contrasting color or white. If your page is white, opt for a color that fits with your theme but still stands out.
  • Keep it simple. You don’t need to know everything about your fans right now – just a name and email address will suffice. The easier it is to fill out, the more subscribers you’ll get.
  • Tell fans exactly what they get for opting in. A generic “signup for my email list” isn’t going to convince anyone and you’ll more than likely see low conversion rates. (More on what you can trade for emails coming up next 😉 )

2. Trade Something of Value for Email Addresses

Your email opt in forms will perform much better if you give your fans some kind of reward for opting in – think of it like a trade.

At the most basic level, your fan would fill out the form and your autoresponder would deliver the cool reward

Most musicians are pretty familiar with the notion of trading songs for an email address. BUT, let me share some ideas that will get your fans really excited about opting in.

Your best bet is to offer exclusive content – a.k.a. something fans can’t get anywhere else. Things like exclusive or unreleased songs, acoustic versions of songs, video lessons or tutorials, or gear sheets are all great ideas for gated content. (Get even more ideas here.)

Obviously what you offer in exchange for email addresses will vary based on the interests of your fanbase and your career. So do some testing. Try a few different things and see which drives the most signups.

3. Set Up a Landing Page

In the world on online marketing, a gated landing page is about as basic as it gets. And yet, I see very few musicians utilizing it. Without a doubt, this is the most effective way to grow your email list (which is why I’m putting it right up front 😉 )

We have a more detailed, step-by-step guide to creating landing pages here, but for now let’s go through the basics.

First step is to create a gated piece of content (which we just talked about in point number 2).

Next, you need to create a landing page that tells your fans exactly what they’ll get when they opt in. A headline like “Get unreleased acoustic versions of these three songs,” or “Signup to get a list of all the gear I used to get the guitar tone on my latest single,” would be perfect.

Include a few bullet points to explain what they will get and/or how they will benefit from it, and an opt in form. The sole purpose of a gated landing page is to get fans to sign up to get the cool thing you’re providing, so avoid adding anything that will distract fans from this purpose (that means no social feeds, no blog posts – nothing!)

4. Gather Emails in Person and at Gigs

Never overlook the value of a face-to-face interaction – ever. If you’re a performing musician, live events, gigs, and house concerts are a perfect opportunity to grow your email list.

The easy-mode approach is to just have an email signup form sitting on your merch table. Have a blurb written large across the top (big enough so it’s easy to read in a low-light venue environment) telling your fans what they will get when they signup.

If you want this approach to work even better, do a little announcement during your set telling fans that they can sign up for emails to receive some cool exclusive thing. It doesn’t have to be a big uncomfortable pitch – just let them know it’s there.

If you want to get a gold star for effort (and probably get even more signups) try turning it into a contest. Enter everyone who writes down their email into a contest to win a cool merch bundle or something like that.

5. Use Social Media to Grow Your Email List

You have a ready-made group of people who have self-identified themselves as being interested in your music on social media. So why not use it as a channel to promote your email list?

It’s very easy to share a link to your landing page (remember the one we setup earlier?) on social media. Don’t overdo it though. Social media is mostly for fun and interesting content, and a place for you to engage with your fans, so a tweet promoting your email list every day is probably a little much.

To make things less promotional, try making these posts about your fans, not you or your list. Simply shift the language from, “I have a mailing list, click here to sign up,” to “I’m going live for an email subscriber-only event. Click here and signup to get in on the fun,” or “A lot of you guys asked how I got the guitar tone on [song name]. Here’s a list of everything I used and a quick tutorial: [link to landing page]”

So it’s all about having a light touch and focusing on value. Keep that in mind and you’ll see more email signups from social. (And you’ll feel a lot less uncomfortable about waving your own flag.)

6. Host Some Kind of Online Live Event

You don’t need gigs to get that in-person, face-to-face connection with fans. And with all the online streaming and concert platforms, there are a lot of options.

Obviously you could host a live online concert. But here are some other options:

  • Host Q&A sessions with your fans on Facebook or Instagram Live
  • Stream your rehearsals
  • Have “write with me” sessions where you stream some of your songwriting process
  • Teach your fans something specific like how to play a certain riff, or how to set up a home studio. (This is best for musicians who know a lot of their fans are also musicians)

Now how do you use these live online events to collect email addresses? There are two options…

One, you could make the event public for all your fans to join. While you’re live give your fans the chance to opt into your list to get some cool thing. If you hosted a live concert, give them a free download of one of the songs you played. If you used the live session to teach your fans something, give them a free checklist or toolkit PDF.

And two, use the live event as a piece of gated content. Promote it on social media in the days or weeks prior. Let fans know that they need to be signed up for your email list to join. You can host private streams on YouTube quite easily. Just set the stream’s privacy to “unlisted” and share the direct link with your email list.

7. Start a Blog (Or Podcast)

Getting into the habit of posting regular longer-form content on your website will do wonders for your email list.

  • It gets fans visiting your site on a regular basis. (And the more they visit the more they will be exposed to your opt in forms.)
  • Every article or podcast you post is an opportunity to promote your list.

So, for every blog post or podcast you post, have a call to action encouraging fans to sign up for your email list. It only has to be one line with a link to your landing page or opt in form.

8. Make a YouTube Channel

This is in the same vein as the previous point, but it’s still worth mentioning.

The description box below your YouTube videos is a great place to put a link to your email landing page or optin form and the face-to-face connection that you get talking to your fans through the video will usually get you more conversions.

Take a second in the video to actually tell your fans that you have a link to sign up for emails in the description. Tell them what they will get for signing up and all the cool stuff you send exclusively to your email list.

Something as simple as saying, “Thanks for watching! If you want more music there’s a link in the description box to signup for my email list. I’ll send you 3 free songs and you’ll be able to join in the fun email-club-only live streams we have here every month.”

9. Set an Exit Popup

An exit intent pop up is an email opt in form that will appear if someone on your site moves their mouse to exit the page.

Your pop up should offer your site visitor something of value. So a simple pop up may have a headline saying, “Want 3 free songs? Signup for my email list to get 3 unreleased tracks.”

There are some plugins for WordPress and other website platforms that will allow you to easily set one up.

Don’t worry if this seems a little pushy. If you go to pretty much any website these days, you’ll see exit intent popups. Fans are pretty used to it at this point.

10. Make Your Emails Engaging and Valuable

Of course, all these tips won’t be worth much unless the emails you send to your list are awesome (the last thing we want is to go through all this effort to grow a list only to have everyone unsub).

Make sure you’re writing in your own voice, sharing interesting stories or opportunities, and not overwhelming your fans with too many emails (or too few). Try starting out with these email templates and do some experimenting to see what kinds of emails seem to get higher engagement.

Click to get the free email templates:

10 Attention-Getting Email Templates for Musicians

how to not waste time promoting your music on social media
 

Let’s talk about promoting your music on social media.

More specifically making the task of promoting your music on social media not suck. I mean, who has time to spend hours coming up with social media posts to promote your music on Facebook and Twitter?

The secret is NOT doing more to promote your music. It’s about working SMARTER – making the most out of everything you create.

Of course, there’s a lot more to promoting your music than social media. But for today, I’m going to walk you through a quick approach to making your social media efforts more efficient and more productive (so you can save time and get your music heard).

Keep in mind that implementing a music marketing strategy on social media like the one I’m going to give you today takes TIME. There is going to be very little instant gratification here, so get yourself in that mindset.

True success on social media is like a relationship (a relationship with each of the hundreds or thousands of fans you have on the platform). And like any relationship, it will take some time to develop.

That being said, I do have a jumpstart guide for you that includes 3 social media checklists that will give you the music promotion tips that the most successful indie musicians use online. Click here to download it for free.

Think long term with these tips, be consistent, and after a few months, you’ll start seeing more activity.

Use Content You Already Have to Promote Your Music

If you think you need to create a whole new set of content for promoting your music on social media, you’re wasting a lot of time and effort (time that could be spent playing gigs, practicing, recording, writing…).

Instead, think about how you can repurpose and adapt all the great stuff you already have.

As musicians, we create A LOT of stuff. You know – riffs, songs, lyrics, covers, jams, live performances, albums, tones, beats, effects, and the list goes on and on.

BUT, a lot of musicians I see out there promoting their music online don’t actually use half of the stuff they create. And that’s a missed opportunity.

I know, there is a bit of a balance to find here. Especially if you’re working you way up to a big album launch you don’t want to give everything away before the actual release date. But giving away little pieces here and there can actually get fans more excited for the release as you build up the anticipation.

Today, take a few minutes to look at all the creative work you do every day.

  • How much of it are you actually sharing with your fans on social media?
  • How can you start weaving the content you’re creating into your music promotion strategy?

If you want our free guide on How to Promote Your Music with 3 Social Media Checklists (CLICK HERE).

Music Marketing is All About Frequency and Consistency

Okay, one quick aside before we get into how to actually create your social posts…

A lot of musicians have this mindset that their work can’t be released until it’s 100% perfect and finished. And that it needs to be released in its entirety or not at all. The result is often long periods of radio silence on social media followed by frantic promotion of the new thing.

At the most basic level, success on social media is all about balancing frequency and consistency. The more you post (as long as it’s quality, interesting posts), the more of a response you will get over time. Fans will start to expect and anticipate your posts.  

Which means that radio silence is actually hurting you when you get around to promoting your album or next big thing. (Especially on Facebook where the algorithm favors posts that get more engagement.) Less fans will see your promotions, less fans will respond to your promotions, and you’ll start feeling that social media is a waste of time.

So try to focus on getting some kind of posting rhythm down. After some time you’ll be in a much better place to promote your music (and have your fans actually notice your posts and respond).

Before you move on, look at your social accounts and figure out how often you’re posting.

  • What does your schedule look like?
  • Are there any gaps?
  • How can you be more consistent?

Splinter Your Content

Now we’ll move a little deeper and start talking about how you can actually take something like a new song, a new video, or a live performance, and turn it into multiple social media posts – posts that will get your music heard by more people.

I like to call this “splintering” your content. Think of it like taking a big thing – like a song – and breaking it down into smaller pieces that you can post on social media. Each of those smaller pieces will lead fans back to the full song.

So for a single song, here are some “splinter” post ideas:

  • Take a quote from the lyrics. Post as is or create an image with the quote. You can probably get a lot of quote posts from a single song
  • Open up and share the meaning behind the lyrics. You could create a post, a blog post, a short video, a live stream, or all of the above.
  • Create a short video (or do a live stream) walking fans through the tones (or beats, or pedal board setup…) you used in the song so they can recreate the sound
  • Share photos of the lyric sheet or lead sheet
  • Do a playthrough or tutorial of a certain riff or beat
  • Create a “making of” video series for the song
  • Post a lyric line you’re working on and ask your fans to finish it with their own words
  • If any of your fans cover the song you could share that too

See what we did there? That was just one song and we got a ton of social posts. Individually, these posts don’t give away the full picture of the song. Many of these ideas can be used in the days leading up to the song release to create hype.  

Exercise: Splinter the Content You’re Working on Right Now

Try to do this exercise for something you’re working on right now. Make a list and brainstorm everything and anything you could splinter off from that main piece of content. You don’t need to use all the ideas you come up with, but write down everything that comes to mind and proceed from there.

Use Automation

Okay, so now we have all these social media post ideas. You probably don’t want to post them all at the same time. (Remember – consistency is key). So that means you need to space things out over time.

And that’s where automation comes in.

Automation tools help you pre-schedule posts on many different social media platforms so you don’t need to be constantly remembering to post on social media. That way, you can get your promotion over with and allow yourself to focus completely on music.

Check out these tools:

  • Hootsuite – this will allow you to schedule posts for multiple different social platforms. The free version allows you to post to 3 different social channels
  • Facebook (there’s a scheduler built right in. Instead of choosing “post,” choose “schedule” and pick a date and time you’d like it to hit your page)
  • Tweetdeck – this is a great free platform for posting, scheduling, and monitoring Twitter
  • Buffer – the free version allows you to schedule and manage 1 account from each social platform (so you could have a Facebook, Twitter, Instagram, etc). You can schedule up to 10 posts at a time per social account
  • SocialOomph – the free version only allows you to schedule and monitor Twitter, but the paid version covers multiple different platforms

Be Relevant and Authentic

A little word of caution. Automation can be overdone. The very purpose of social media is to be able to connect with your fans authentically and in real time. If you’re pre-scheduling all your content out weeks or months in advance, you’re totally missing that real-time connection with your fans.

So, here’s what I suggest… Create your posts by splintering up your content, schedule them out for maybe a week or two, and then make time each day to post something relevant that you’re working on right now and respond to comments and messages.

If you take the time to implement these steps over the next few weeks or months you’ll start seeing major changes. And not just in how much attention your music attracts online.  But also in how much time you’re spending promoting your music on social media.

If you want more concrete examples of social post ideas, don’t forget to download your free social media guide and checklist! Here’s the link again:

If you want our free guide on How to Promote Your Music with 3 Social Media Checklists (CLICK HERE).

how to use Facebook ads to build your email list

Social media is great for musicians – it gives you the ability to interact with your fans and promote your music to a well-targeted audience.

Even with all of the benefits, social media sites come and go. However, one thing seems to remain constant – email.

This is why the most important asset you’ll ever have is your email list.  Growing an email list is a great way to increase sales of your music and merchandise, and allows you an avenue of direct communication with your fans. (If you want ideas for what to send to your email list, check out these 10 free templates.)

Because of this, if you have even a $5 per day marketing budget, you should spend some of it on building your email list. In this post, I’m going to show you how you can do this with Facebook ads.

Use Facebook Ads as a Part of a Bigger Strategy

Keep in mind that Facebook ads should not be the entirety of your strategy to grow your email list. Instead, it should be one aspect of a larger music promotion strategy. So maybe you use Facebook ads to get in front of new fans, but you also have an email form on your Facebook artist page as well as your website where you offer things like free music, discounted merch, and early access in exchange for an email address.

The Facebook ads will be targeting people who may have never heard of you before but are inclined to like your music based on their interests. Having forms on your website will target current fans who already know about your music and want to go deeper. Both are necessary for an effective email strategy.

About Facebook Lead Ads

In the world of music marketing, a lead is – in simple terms – someone who has shown enough interest in your music that they’ve shared their contact information with you.

Because of this, Facebook has built a type of advertisement that lets you easily collect information like email addresses and phone numbers (with a user’s consent) through their ad platform – they call them Lead Ads.

These ads can be a great way to build your email list with your Facebook advertising budget.

Targeting

When targeting Facebook users for any ad campaign, you should aim to reach people who are interested in music similar to yours.

To do this, you need to find out what your current fans listen to.  One easy way to figure this out is by looking at your “related artists” page on streaming services like Spotify, and by seeing what kind of playlists people are placing you into. You could also post a simple message on Facebook asking your fans to comment their favorite bands and musicians. 

When targeting your ads on Facebook, it’s a good idea to have at least 2 ads running at a time, each with a different audience.  So if you’re targeting punk music fans, you might have one ad aimed at Blink-182 fans, and another targeting Green Day fans.

After each of these ads run for a few days, continue with the one that’s performing best, and replace the one that’s performing worse with a different targeting set.  This process is known as A/B testing and can help you make the most of your online ad budget. No sense paying for an ad that’s not working for you, right?

Formatting Your Ad

Another thing you want to test with your ad is the format.  With Facebook Lead Ads, you can use images or videos and have a number of choices for a call to action.

As mentioned above with targeting, you also want to A/B test your format and call to action.  

Try combining a music video ad with an option for viewers to download the song for free in exchange for their email address, or if you’re promoting your email list to current fans, an image announcing that mailing list subscribers have a chance to win a signed copy of your upcoming album might work.

Test multiple combinations of ad formats and value propositions to see what converts best.

What Fields to Use

When creating a Facebook lead ad with the intent to collect email list subscribers, it’s obvious that you want to include a form where people can enter their email, but what other information do you need?

Too many form fields can make people wary of signing up, so it’s important to limit the fields to only what’s necessary.

Here are some fields to consider:

  • Name – Personalizing your emails by using a subscriber’s name can increase open and click thru rates. You probably only need the first name.
  • Zip code or City, State/Province, and Country – This can be helpful when planning tour dates.  Rather than blasting your entire tour schedule to your email list, you can personalize it to them by including only the tour dates closest to them within the email with a link to purchase tickets.  Since zip codes don’t exist everywhere, you may want to use city, state/province, and country instead of zip code if you’re an international artist.
  • Address – If you plan to host giveaways for your mailing list subscribers or send them anything physical, ask for their address. If not, stay away from this. Remember, simpler is better. 

Remember, paid advertising should only be a small part of your overall music promotion strategy. If you want more ideas for how to promote your music, we recommend the Musician Power Tools course. You’ll go step-by-step through setting up your social media pages, your website, and your email list (and how to turn them into conversion machines that will help you develop superfans who will support your career).

Get more Twitter followers

Image via Depositphotos

Twitter is a great channel for promoting your music and engaging your fans online. However, for it to be effective, you need to get more Twitter followers.

First off – what you should not do. Don’t buy followers unethically online and risk getting your account banned, or buy ads to promote your account ( the cost of this can add up quickly). For the most part, you’ll just be attracting numbers – a.k.a. people who don’t actually engage with your content or support your music and just serve as a validation number. And what’s that really worth?

Your best approach is to grow your Twitter account by getting in front of potential fans organically.

Now, just because we’re talking organic doesn’t mean you need to just sit around and wait. There are some things you can do to get more Twitter followers and get your tweets out there, and here are 5 options you can try:

1. Stick to the social media rule of thirds

Social media isn’t about self-promotion, it’s about engagement. People follow you because the things you share are of interest to them, not so they can be sold to.

Many musicians make the mistake of tweeting only when they release new music or merchandise, and making almost all of their tweets about their music without engaging their fans.

Instead, split your tweets up as follows:

  •      One-third of your tweets should be promotional.
  •      One-third of your tweets should provide value to your fans.
  •      One-third of your tweets should be engaging.

So instead of only tweeting about your merchandise and new music, reply to tweets from fans, engage them with questions, share what you’re working on, or even give them tutorials for how to get your sound. They’ll love hearing from you, and the replies from them can get you seen by their followers.

Plus, you’ll find that with this method you have a lot more to tweet about. As a musician, you’re producing really awesome content every single day, whether it’s new lyrics, new tones, new songs, riffs, beats, covers, performances, and gear. When you start thinking of social media as sharing engaging and interesting content instead of just promotion, it opens up a world of possibility.

2. Mention other artists in your Tweets

With social media, it doesn’t have to be all about you. Another effective way to get more Twitter followers is to mention other similar artists in your tweets.

It could be as simple as doing short, Twitter video mini covers of some of your biggest musical inspirations. Share the video and @mention them.

You could even just share some of the songs you’re digging at the moment. Share a tweet with the song you’re currently vibing off, or create a playlist of your favorite tunes. Once again, in both cases @mention the artists. Fans love getting music recommendations, especially from artists they respect. Plus, it’s a great way to get a conversation started about shared musical taste.

Not only that, including other artists in your tweets can get your content in front of their audience, which can grow your following. The mentioned artists may even give you a retweet.

3. Follow and reply to similar artists

Engaging other artists within your music scene can be an effective way to get yourself noticed by fans interested in your style of music and get more Twitter followers. But above all, it’s one of the best ways to start building yourself a network of musicians who you can work with on collaborations, joint gigs, and even cross promotions.

Find similar-sized artists who have a compatible sound to yours, follow them, and start engaging them. Like and retweet their music, and start building relationships with them. It’s all about giving before you receive.

Doing this can get your tweets in front of their followers, and may result in them following you back and returning the favor. These relationships can also result in future collaborations with mutual benefits.

4. Know when to tweet

When you tweet is almost as important as what you tweet.

The most popular time to tweet is noon-1pm, but tweets sent between 2-3pm get the most clicks on average. Use a combination of some of the Twitter data you can find online and intelligent deductions you can make from your Twitter analytics. So, for example, if you’re seeing that most of your audience is 13-17 or 18-24 you may want to tweet after 3PM when most of your fans are out of school.

Experiment with different times to see what results in the most engagement and use your analytics to guide you. If you simply send tweets at the same time every day, you’ll never know if there’s a better option.

5. Use trending hashtags

Hashtags are a great way to increase the reach of your tweets.

Look at what’s trending on Twitter using their website, then get creative and compile a tweet that makes sense for that hashtag. You can also use tools like Trendsmap to see what hashtags are being used in different locations, which can help you use hashtags to your tour based tweets in front of a targeted audience.

The key is to be relevant – don’t just jump on a hashtag train if you have no business joining the conversation. Think about your ideal target audience – the fans you want to attract – and ask yourself: “Will they be using this hashtag?” If not, don’t waste your time. Sure, you might get your tweet seen by a lot of people, but if they’re not the kind of person that will become a fan then it’s not worth your efforts.
Remember – with social media, it’s all about picking your battles and consolidating your efforts so you get the most benefit from your limited time. [free PDF: The Musician’s Guide to Getting More Done]

New Artist Model member Matt Powell

New Artist Model member Matt Powell

By Dave Kusek and Lindsay McGrath
Sponsored by the New Artist ModelTurn your passion for music into a rewarding career.

On His Own — And Loving It

Canadian Singer songwriter Matt Powell isn’t a big believer in conventional wisdom.  Especially the old saying that there is safety in numbers.  After spending most of his musical career as a member of two different bands, Matt recently stepped out on his own as a solo artist — and is loving it.

The Ottawa-based musician will drop his newest album “Year One” this fall — the title chosen to celebrate his first anniversary as a solo artist.  The songs on the CD represent a journey back to his musical roots inspired by the likes of John Mayer, The Strokes and The Black Keys.

Matt is using a strategy that combines a strong social media presence and lots of gigs to generate buzz for his upcoming release.  He put together his plan with help from the New Artist Model, an online business school for indie musicians.

Currently, Matt has 10,000 followers.  He communicates with them using email, Facebook, Twitter, Instagram, Youtube and other social media channels.  His videos on Youtube have captured more than 20,000 views and 80,000 on Facebook.

“If you want to be successful online, it is important to respond to every person who contacts you,” Matt says.  “It is also good to “turn the tables” on your fans and give them star treatment.”

“What you want to do is treat everyone as if your favorite artist just responded to you on social media,” Matt says, adding that enthusiasm helps create superfans.  “When I consistently started responding to every single fan, I went from 200 followers to 1000 followers in three weeks.  My fan base grew from 300 to 5700 in 6 months.”

“If they (fans) feel you are their friend and treat them with kindness consistently, they will stick with you and be really, really loyal.  So I am going to continue to be engaging and follow them back even as the numbers go up, up, up.”

Matt communicates often with the people who follow him often.  He also reaches out to the super fans of other artists in his genre.  Matt posts weekly clips and asks his audience what they want to hear.  If enough followers urge him to cover a certain song, he will.  Once the cover is up, Matt engages with the original artist’s following.  He never asks them directly to follow him — rather he simply engages.  It is a strategy that works, he says.

Matt says his success on social media has taught him never to underestimate how significant your reach will be.  You never know you will connect with.  One thing Matt is passionate about — in addition to music — is fashion.  Recently, he had the chance to connect with Anthony Bogdan, a style blogger he’s admired for years “My jaw hit the floor when I got the request,” he says.

“I have people who are happy and eager to share my content,” Matt says.  “The networking and the decency I have been inspired to use have taken my first year as an independent artist and propelled me forward.  I wouldn’t have believed myself at this time last year if I knew where I would be today.”

When Matt is not sharing his music on the internet, he can be found playing at local clubs and bars.  In addition, he hosts a popular open mic event held once a month in the city that is broadcast on Rogers TV Network.  Matt also performs as part of this showcase.

“Doing the open mic is great for networking,” he says, adding that many of the artists he meets during the show ask him to join them at upcoming gigs.

When he plays out, Matt regularly distributes up to 2000 business cards emblazoned with personal email and social media information and asks people to send him a personal message to start a dialogue.

Matt says being an independent artist in Canada requires balancing a unique set of challenges and opportunities.  For instance, radio airplay can be hard to come by.  Most stations are owned by major labels like Warner Brothers, Sony and Universal and play only their signed artists.  

At the same time, Matt says, significant support for indie artists exists in the form of grants offered by the Canadian government.  This is particularly important to Matt who is committed to touring but will keep his home in Ottawa.

“There are lots of government grants available for musicians who stay in the country,” Matt says.  “They can range from $5000 or $10,000 to even as much as $20,000.  Artists can use this money to help record their albums.  This is something I am looking into.”

A typical day for Matt includes communicating with with fans and working on music.  He also takes time, when he can, to review the latest offerings at New Artist Model.

When he wakes up, Matt immediately checks his Twitter Instagram, Youtube and other social media feeds.  He then spends about an hour communicating with fans from around the world including the States, Europe and Brazil.

“I call it upkeep.  I poke and market.  I talk to them in the moment,” Matt says.  After working on his music and spending time with family, Matt finishes his day by checking in with fans again.  “I love interacting with people.”

Matt says that also making time on a regular basis to review material on the NAM site helps keep him inspired and effective.

“I’ve gone back and watched some of the same workshops 4 or 5 different times.  I do that especially when I’ve hit a funk or need some guidance,” Matt says, adding that he has watched some of the video from NAM’s 2015 Nashville gathering 10 times. The Indie Artist Summit was a live mini conference that attracted hundreds of attendees. Top industry pros like Benji Rogers, Patrick Clifford, Barry Coffing, Jay Frank, and more covered topics like building a community of superfans, licensing your music for film and TV, making Spotify work for indie artists, getting your music in front of publishers, and much more. The entire recorded event now lives in the Music Business Guide to Success course.

Matt’s is hoping to reach 25,000 followers soon.  His other goals include playing more big venues, creating merchandise, touring and doing house concerts.  He also wants to open for other artists he admires.

Through it all he plans to continue to stay close to the people who support him — in person and online.

“I will never stop communicating with his original true fans that have helped me from the start.  I have an appreciation and love for them that will never expire,” Matt says.  “The time invested in being personable, kind, and humble, and being appreciative. It comes back to you. ‘The love you take is equal to the love you make.’”

 

To see more about Matt Powell look here

New Artist Model is an online music business school developed by Dave Kusek, founder of Berklee Online. The online school is a platform for learning practical strategies and techniques for making a living in music. Learn how to carve a unique path for your own career with strategies that are working for indie artists around the world. Learn to think like an entrepreneur, create your own plan and live the life in music you want to live. New Artist Model provides practical college-level music business training at a mere fraction of the cost of a college degree. Programs start at just $29/mo.
For more info on the New Artist Model visit http://newartistmodel.com

New Artist Model member Declan O'Shea

New Artist Model member Declan O’Shea

By Dave Kusek and Lindsay McGrath
Sponsored by the New Artist Model Essential Power PackTurn your passion for music into a rewarding career.

Keep moving or die

If you’ve ever been near the ocean, chances are you’ve heard that sharks need to keep moving or else they die.

In his own unique way, singer-songwriter Declan O’Shea is taking that knowledge to heart.  

A member of the edgy alt-rock band, Declan is on the move as he puts together a social media campaign for the band’s upcoming album “The Runner.”

A single from the album entitled “World Set Alight” dropped early this year just in time to be nominated for a Grammy for best rock song and best music video. “The Runner” will be released in its entirety by the end of 2016.  It will feature songs mixed by Tim Palmer (U2 and Pearl Jam) and Bill Appleberry (Stone Temple Pilots, The Voice).

“I am using the New Artist Model to learn how to market the new album properly,” says Declan, who is very active in the Indie Artist Network group.  “I neglected all of this stuff before but am figuring it out.  I am putting a lot of time into Facebook and getting very good at Twitter.  Email marketing starts next month.”

The band, which includes Declan and Christian Montagne, is hoping to build on the buzz generated by its first album “Living on Air” released in 2011.   The National Academy of Recording Arts and Sciences recognized the band that year, placing MAKO on its Official Ballot.  Nominations included Best Rock Album, Best Rock Performance By A Duo or Group with Vocals for the song “Unstoppable,” ;  Best Rock Song for “Miss Alison” and Best Short Form Music Video for “Unstoppable.”

Before launching MAKO in 2010, Declan and Christian were part of Cyclefly.  The iconic Irish/French rock group toured Ireland, the United Kingdom, Europe and the U.S. sharing the stage with artists including Iggy Pop, Bush, Live, Linkin Park and others.

Cyclefly released two full length albums.  “Generation Sap” was produced by Sylvia Massy and released in 1999 by Radioactive Records, a division of MCA.  Its second album “Crave,” released by Proper Records in 2002, features a guest vocal spot on “Karma Killer” from Linkin Park vocalist Chester Bennington.

“We played the main stage at Oz Fest and also toured with Bush.  We did the Redding and Leeds festivals.  We did the Woodstock 50th anniversary.  It was all about live then,” Declan says.  “Social media only started kicking in 2000.  Now it’s about downloads, not sales.  Everything’s become ‘game-ified.’  People want to visually see stuff and listen at the same time.”

Declan is using a variety of social media tools to spread news about MAKO and its music.  Email, Facebook, Instagram, Youtube and other channels are all part of his marketing mix.  Currently, Twitter is his most powerful tool.

“We get a lot of airplay through Twitter,” he says, adding that he identifies bands with a sound similar to MAKO and connects with their fans and the radio stations that play their music.

Using auto responders on Twitter is a great way to attract more followers, he adds.  People who follow MAKO automatically receive a message offering a free download of their first album in exchange for an email address.  The message includes a link the MAKO’s website.      

In addition to finding new fans, Declan uses Twitter to collaborate with other musicians, get feedback on singles and find help with marketing.

“I read Dave Kusek’s e-book on Twitter marketing and started sending out tweets and emails to ask for feedback on the new single.  I got lots of positive replies and one fan is helping me with marketing in the States with Spotify,” he says.  “Another is doing photos for the new album and a guy from Germany wants to help find opportunities in Berlin for the band.”

Emailing is an essential part of the band’s marketing strategy, Declan says.  He reaches out to fans on a regular basis with offers of free music and other incentives.  MAKO also gives away its first album for free on NoiseTrade.  

Declan’s day typically begins with meditation and a run.  Then he gets down to work, spending most of each day writing and recording music in his home studio.  He usually turns his attention to marketing in the evening.

He makes it a point to read books that inspire and motivate him.  “Essentialism, The Disciplined Pursuit of Less,” by Greg McKeown — a book recommended by New Artist Model — is one of his favorites.  The bestseller shows readers how to simplify their lives, identify goals and achieve them.

“Every night, I’m reading 10 pages of something. I am going through one after the other.  Lifestyle and business.  Through New Artist Model I’ve gotten many recommendations and blogs to read.  Right now, I’m reading “The 7 habits of Highly Effective People,” Declan says.  

Additional titles he’s found useful include “The Richest Man in Babylon,” by George Samuel Clason,  “The Lean Start Up,” by Eric Ries “Think and Grow Rich,” by Napoleon Rich as well as spiritually oriented volumes like “The Power of Now” and “A New Earth” by Eckhart Tolle.

MAKO is playing the occasional acoustic gig these days.  Once “The Runner” is released, the group will tour in support of the record.  MAKO has played throughout Ireland and toured Brazil twice where they recorded a song and music video with the popular band Medulla.   

Declan has lots of plans that will keep MAKO moving forward — a tour to support the album, continued outreach through social media and a foray into the world of licensing.  If he works hard, Declan figures, things ought to go swimmingly.

“I am working to focus my energy towards my goal and know who I am as an artist,” Declan says.  “Treat your music like a start up business.”

 

To see more about Declan O’Shea and Mako look here http://www.makotunes.com/                    

New Artist Model is an online music business school developed by Dave Kusek, founder of Berklee Online. The online school is a platform for learning practical strategies and techniques for making a living in music. Learn how to carve a unique path for your own career with strategies that are working for indie artists around the world. Learn to think like an entrepreneur, create your own plan and live the life in music you want to live. New Artist Model provides practical college-level music business training at a mere fraction of the cost of a college degree. Programs start at just $29/mo. For more info on the New Artist Model visit http://newartistmodel.com

New Artist Model member Rishi Deva and Parvati

New Artist Model member Rishi Deva and Parvati

By Dave Kusek and Lindsay McGrath
Sponsored by the New Artist Model Essential Power PackTurn your passion for music into a rewarding career.

Rishi Deva manages the chart topping, award winning Canadian artist Parvati.  With his help, she has risen to twice to #1 on the Canadian electronica charts with her rich pop songs, dance anthems, and electronic soundscapes.  

Parvati has performed live at venues including New York City’s Madison Square Garden and Earl’s Court in London and reached millions of listeners in Asia on Asia Pop 40 radio and YAN TV.  She has three singles coming to top 40 pop radio in 2016:  “I Am Light,” “Yoga in the Nightclub” and Shanti Om.”

Rishi not only works with Parvati on her music career but helps manage her other business interests as well.  Parvati is founder of YEM: Yoga as Energy Medicine, a company dedicated to teaching a gentle form of the art  that combines chi-energy work with yoga poses.  She is also the author of self-help book “Confessions of a Former Yoga Junkie” and publisher of the online “Parvati Magazine.”

“The lines between management and artists have blurred a lot,”  Rishi says. Says.  “Parvati is a producer and does some things on the business side.  Parvati and I, we are doing 90 percent business and 10 percent music. The music is a component in the whole piece of getting it out there.”

“I’m really happy to have discovered The New Artist Model. I’ve had over 20 years experience at labels and in management. I also have a Masters degree in Business”  he says. “I consider the New Artist Model a little ‘mini-masters’ in business. There’s a lot of value in the program if you work it.”

Working the New Artist Model program has not only brought him more ideas about how to be a great manager it’s also helped him describe Parvati’s musical style more effectively, Rishi says.

“Her song ‘I am Light’ cradles two worlds.  We couldn’t figure out if it’s pop or New Age,” he  explains.  “So I posed the question to the Indie Artist Network that we got as part of the New Artist Model and Dave (Kusek) said ‘It’s celestial pop.’  Sure enough, we used that genre and that’s what’s working. That’s what we’ve been calling it. I just heard the song played on the radio after Coldplay and before Ed Sheeran.”

Being a successful manager has a lot to do with being organized while also trusting your intuition, Rishi says. It is essential to balance strong strategic planning with the ability to jump on unexpected opportunities. He urges independent artists to constantly be on the lookout for collaborations that will be a “win-win” for everyone involved.

Don’t have a plan B, have a really good plan A. It’s really important to plan, and don’t give up. The power used to be in the hands of the big tastemakers: labels. That’s crumbled now.,” Rishi says, adding that many independent musicians don’t own their own power. “They don’t know everything. It’s you and your fans, which you can now build up with powerful platforms on the internet.”  

“Labels can connect you with big names, networks. But you can still do that on your own and retain all the rights to your music,” he adds. “The role of the artist and label is merging into one. Artists need to be more business-minded and artistic, which can be a challenge. Good managers will be able to work both sides of that and work hand in hand with the artist to help develop the marketplace.”

“That’s why I feel what Dave is doing with the New Artist Model is essential. He is empowering so many artists to go for it. Giving them the tools to have more confidence in these situations.”

Rishi says he goes to a lot of trade shows and always make a list of people he wants to network with ahead of time. Preparation is key. However, one of his biggest successes came one day when he decided to do something he hadn’t planned on.

“All of the success that Parvati has had on Asian radio lately is due to the intuition I had at a conference. I sat in on an Australian panel. Thought why not?” Rishi says. “ I met a big wig guy who owns radio stations and had the intuition to link up with him. He’s helped us get all over Asian radio. This was not a part of the original plan. As a result, we are having success in a lot of areas we hadn’t expected like Malaysia, Indonesia, and the Philippines.”

Rishi rises most days at 5 a.m. and begins his morning with meditation. Afterward, he reviews finances, looks at the outline for the day and gets started on work. His day is filled with meetings and ongoing discussions around strategy to keep things working smoothly. There is “a lot of putting out fires” and dealing with social media, he says.

“I go to bed early and get up early,” Rishi says. “The biggest skill I’ve learned over the years is to always have the attitude of of the absolute beginner, with the self-confidence to know yourself.”
 
Rishi says that Parvati’s fanbase has grown significantly this year especially in Asia. He credits her song “I Am Light” with opening the door to that market.

“I didn’t expect Asian radio to be so promising,” he says. “The song itself has a sanskrit component, a Buddhist chant. So that’s why Asia is probably picking up on it. We are in the process of doing an English version.”

Parvati spends a lot of time interacting with followers on social media, Rishi says. Fans who sign up receive valuable content on an ongoing basis from free yoga classes, uplifting affirmations and guided meditations to tips on living with a positive attitude and more.

Rishi says that one of the biggest challenges he faces as a manager is figuring out how to generate more income from Parvati’s music. Streaming services currently do not bring in much money so he is putting much of his work into creating dynamic live performances.

“The general notion I’m seeing is that people believe music is free. The streaming companies are not providing the revenue system that they should to artists,” Rishi says, adding.  “I am a fan of streaming — but not without the correct royalties.  I believe it will iron itself out. I am still a big believer in radio. Radio is an important platform.”

“We’re on the top 40 charts in 12 countries right now. It’s not equating to a lot of sales. What can we generate that people can’t download for free? Live shows. We need to put on the best live shows possible.”

They lost money on their first couple of live tours, Rishi says, but built up a fanbase and developed a style. Then Parvati went back to her hometown of Toronto to perform. People from Cirque du Soleil caught the show, loved it, and have been talking with Rishi and Parvati about future collaborations.

Currently, Rishi is working on ideas for funding Parvati’s upcoming Asian tour.

“Right now, We have support with radio and fans, but not the funds. We’ll look for a sponsor rather than a loan from a label that we will have to pay back later, Rishi says.  “We’re looking for sponsors that fit Parvati’s brand. They must be environmentally and health conscious.”

Rishi is looking forward to continuing to collaborate with Parvati as they grow her fanbase, increase her revenue streams and create iconic live performances. “Parvati has an incredible business head on her shoulders, that is a testament to where we are going. She is very active in music and business.”

 

For more about Parvati and Rishi visit https://parvati.tv/

New Artist Model is an online music business school developed by Dave Kusek, founder of Berklee Online. The online school is a platform for learning practical strategies and techniques for making a living in music. Learn how to carve a unique path for your own career with strategies that are working for indie artists around the world. Learn to think like an entrepreneur, create your own plan and live the life in music you want to live. New Artist Model provides practical college-level music business training at a mere fraction of the cost of a college degree. Programs start at just $29/mo. For more info on the New Artist Model visit http://newartistmodel.com

Learn more about the Essential Power Pack special offer here.

New Artist Model member Angèlia Grace

New Artist Model member Angèlia Grace

By Dave Kusek and Lindsay McGrath
Sponsored by the New Artist ModelTurn your passion for music into a rewarding career

Breaking into the world of independent music can be tough. But it looks like vocalist Angelia Grace might just have it covered.

The gifted soprano is “covering” music from some of the most famous movies in the world. Her YouTube videos have earned her hundreds of thousands of fans since she began posting in 2012.

Her performances include selections from the soundtracks for Superman, Inception and Interstellar composed by Hans Zimmer. She also covers music from The Revenant created by Ryuici Sakamoto, Jurassic Park by John Williams and other films.  Angelia Grace’s videos have been viewed more than 394,000 times.

While most musicians perform music and sing lyrics when “covering” a song, this artist brings a unique style to the task. Angelia Grace’s soundtrack covers include the original recording of the music, and she sings along to these instrumental selections using beautiful tones and sounds — not lyrics. She calls it “singing without words.”

“I had never heard about a ‘cover strategy’ before. I found out about it from Dave Kusek at the New Artist Model,” she says.  “This is where my combination of abstract music and soundtracks came from.”

“On YouTube, people are just really honest and tell you their reactions. I always want to take this as really valuable feedback,” Angelia Grace says, adding that she is working to create a new music video each week. “I ask fans which soundtrack they want me to do next. I want them to feel like they are co-creators. That relationship is so incredible.”

Born in Moscow and raised in the Netherlands, Angelia Grace is now living in Ireland.  She is hard at work on Crystal Voices, an album of original songs with lyrics, due to be released later this year. “Soundtrack covers are a great way to exercise my vocal potential,” says the artist who plays piano and flute.  “But people want a story,”

Angelia Grace also plans to release another album called Shine which will feature “soundtrack-like” music. Previous releases include Angelic Healing Sleep (2013), Angelic Tones (2014) and Asatoma (2015).

In addition to performing, working on her Youtube videos and writing her albums, Angelia Grace maintains her own artist website at http://angeliamusic.com/

She also studies voice with Frank Merriman and Edwin Williamson at Dublin’s Bel Canto School of Music, a place that has helped launch the careers of many musicians including Sinead O’Connor.  

While most of Angelia Grace’s performances appear online, she is beginning to weave more live appearances into her schedule including dates at festivals in Holland.

In 2015, she performed at the Marowa Leadership Conference, a spiritual retreat for business managers held in Nagoya, Japan. Angelia got the gig through connections on Facebook.  

“If Facebook didn’t exist I wouldn’t have gotten to Japan,” according to the musician, adding that she “friended” people from Japan who were connected to an artist friend of hers. “One of them contacted me asking if I could show them around because they were coming to the Netherlands. We skyped to get to know one another better. She learned I am a singer and asked me to be part of this three day spiritual event. All of my travel expenses were covered and I was paid to perform.”

Angelia Grace has a manager in the Netherlands but is extremely involved in the business side of her career. She uses Youtube, Facebook and Twitter to spread the word about her music and stay in touch with fans.  

She has more than 4000 Youtube subscribers, over 1100 likes on Facebook and 900 people on her mailing list.  Right now, she says, Youtube is her most effective tool.

“The most important skill I’ve learned is the ability to use YouTube as a business tool and training stage,” she says. “It gives you the ability to practice performing without a live audience and get perspective that you can learn from. YouTube is an incredibly important part of my strategy. It is my portfolio.”

Instagram is also becoming an increasingly valuable tool, Angelia says. She likes the fact that her posts automatically go to Facebook and Twitter. And she especially loves what happens when she adds a hashtag to her pictures.   

“They explode online,”  she says, adding that reaching many social media platforms at once is essential.  “As an independent artist, you have to work smart because you have limited time.”

Every day Angelia Grace answers all of the messages she receives from fans, Youtube viewers and producers. She says that New Artist Model has helped her understand the value of constancy and discipline when creating a community. Maintaining relationships is essential, the artist says, so she makes it a point to communicate at least once a week with her followers.

“You have to be out there,” she says, adding that publishing valuable content is key. “If you don’t engage, what’s the point? I am building a relationship with people who will stick with me for years to come. That’s one of the most valuable lessons I learned from Dave.”

Her biggest challenge right now, says Angelia Grace, is learning to create professional working relationships with people who contact her. Often producers and musicians will reach out to discuss the possibility of working together. Ironing out the details can be a challenge, she says.

“It is great to have people praise you for what you do. It is even better to have people pay you for what you do,” she says.

Angelia Grace’s goal is to continue to grow her audience as she moves closer to realizing three of her biggest dreams — working with Hans Zimmer;  being hired in Hollywood to help create iconic soundtracks;  and filling large arenas with fans eager to share in her musical experience.

She expects the strategies she is learning from New Artist Model to continue to be central to her growth as an artist, she says.

New Artist Model is helping me think like an entrepreneur and is helping me with marketing. You don’t have to do what Dave is suggesting, you should want to do it. It’s fun, helps you get closer with your team and fans — the people who believe in you — creating a foundation of support,” she says.

“The New Artist Model is going to change your music career forever. I’m not getting paid to say this! You have to know that this is the best investment you can make for your career. You need to build your career brick by brick. Learn what you need to know so you can be successful. It’s a leap of faith you have to take. The knowledge has given me so much confidence. How much is your dream worth? Priceless.”

Check out Angelia Grace here http://angeliamusic.com/
and here https://www.youtube.com/user/AngeliaCrystalVoice

 

New Artist Model is an online music business school developed by Dave Kusek, founder of Berklee Online. The online school is a platform for learning practical strategies and techniques for making a living in music. Learn how to carve a unique path for your own career with strategies that are working for indie artists around the world. Learn to think like an entrepreneur, create your own plan and live the life in music you want to live. New Artist Model provides practical college-level music business training at a mere fraction of the cost of a college degree. Programs start at just $29/mo. For more info on the New Artist Model visit http://newartistmodel.com

The Magnifiers and New Artist Model member Margaret Dombowski

The Magnifiers and New Artist Model member Margaret Dombowski

By Dave Kusek and Lindsay McGrath
Sponsored by the New Artist ModelTurn your passion for music into a rewarding career.

Music is a family affair for manager Margaret Dombowski.

The band she represents — “pop punk” phenom The Magnifiers — is made up of four of her five children. Elliott,16, and Eden, 15, play guitar and sing, Eliza, 12 plays the bass and Everett, 10, handles drums. Together these siblings write and perform edgy alternative music that is winning fans at concerts and online.

The Magnifiers’  EP “Report Card” sells on their website http://themagnifiers.com for $5 and is filled with original songs like “Zombie Raid on America.”  In addition, the group offers individual songs on iTunes and Bandcamp.  he band performs regularly at festivals and clubs in Chicago and beyond. In June 2015, they won the Illinois Teen Battle of the Bands.

This May, The Magnifiers will appear for the second consecutive year at the Hong Kong Pizza Party Music Festival in Piano, Illinois. Then in June they will grace the stage at Reggie’s Rock Club in Chicago.

Not bad for a band born in 2012 after Elliott’s musical horizons were blown open when he received a guitar as a present. “All of the kids already played the violin and piano,” Margaret says of her homeschooled brood, so the idea of playing together was realistic.

Margaret made the decision to manage The Magnifiers right away even though she had no prior experience as a manager, booking agent or publicist.

“Initially I didn’t have a clue what I was doing. Google Drive was my best friend.,” she says, adding that identifying herself as a manager and not a mother helps her succeed.  “I’ve gone out of the way to be really professional.  If I tell them I am the Mom there is a stigma — that I’m the ‘Mom-ager.’”  

New Artist Model is great,” Margaret says.  “I came across it when I was looking for a degree program in all of this. This is exactly what I was looking for. I’ve learned so much.””

Margaret says she decided to have the band do a cover of a Weezer song for its YouTube channel after watching the DJ video on New Artist Model. She also found important information about how to protect The Magnifiers name with a trademark. Recently, Elliott has jumped on board, reviewing New Artist Model lessons and videos as well.    

“You get a lot of information in these hour long videos,” Margaret says, adding that being able to pay for the program in installments is really helpful for artists on a budget.

While The Magnifiers is a band made up of young people, it is not a group in search of a children’s audience, Margaret says. They want to play for everyone — everywhere. That is one of the hardest things to communicate to promoters, producers and others. “The Disney Channel isn’t us,” Margaret says.

“This is the biggest challenge in managing a kid’s band,” she says. Sometimes they are not old enough to play a certain club. That makes it harder for them to develop a fanbase. A major label could give them a bump up but I don’t want them to lose creative control.”

Margaret uses Instagram, Facebook, Twitter, YouTube, Reverb Nation and Bandcamp among other social media tools to spread the word about The Magnifiers.  She has even used Periscope to share performances with people out of state.  Recently, Elliott took over much of the social media work, communicating with other bands online and responding to posts on all of the group’s channels.  Margaret handles all booking matters.

Instagram and Reverb Nation are two of the most effective tools she has used to promote the band, Margaret says. Not long after the band was born, Margaret used Instagram to connect with the originators of The Aquabats, her kids’ favorite band.  Margaret struck up a friendship with show co-creators, Christian Jacobs and Jason Devilliers, and The Magnifiers were invited to Salt Lake City to appear as extras on “The Aquabats Super Show” television program.  

Margaret says there have been discussions about the possibility of the band opening for the Aquabats during a future tour. “Their audience is our audience. In our mind, we should tour with them.”

Margaret also used Instagram to establish a relationship with Threadless, a t-shirt company in Chicago. As a result of this connection, The Magnifiers were invited to play at their warehouse and then at the company’s holiday party.  “That is where I was introduced to Brian Keller (aka Brian Killer) who recorded our video for Zombie Raid on the USA,  Margaret says.

Reverb Nation is great for “messages out of the blue,” Margaret says, adding  “Last year, a big time producer contacted us and now we are talking about working together.”

“My mother always told me ‘It’s not what you know, it’s who you know.’  Who you know makes a huge different in this business, so I’d tell any parents helping their kids pursue their dreams, make connections, lots of connections,” Margaret says.  “Do lots of online research. Attend lots of local seminars and build relationships with people in the industry.”

Booking gigs takes extensive work Margaret says, and the way to succeed is stay in constant contact with local venues and festivals.

“There are days when I am doing email blasts on my lunch hour at work,” Margaret says, adding that being flexible is good for a young band with a relatively small fanbase.  “We’ve done a lot of shows for free. We’ve done a lot where we have to sell tickets ourselves.”

When they play out Elliott, Eden, Eliza and Everett like to employ the personal touch with their fans. They usually hang out with the audience after they perform and share promotional cards and stickers.  

Margaret and The Magnifiers are focusing on their goals for the future. They are actively seeking a booking agent and a record deal that will allow them creative control. They hope to to fulfill their dreams of opening for the Aquabats and playing Lollapalooza. They are working on their next EP which will include a track called “Trump.” And they may have a new member of the band before long. Little sister Evie, 6, is already talking about playing keyboards.

 

Check out the Magnifiers here http://themagnifiers.com

New Artist Model is an online music business school developed by Dave Kusek, founder of Berklee Online. The online school is a platform for learning practical strategies and techniques for making a living in music. Learn how to carve a unique path for your own career with strategies that are working for indie artists around the world. Learn to think like an entrepreneur, create your own plan and live the life in music you want to live. New Artist Model provides practical college-level music business training at a mere fraction of the cost of a college degree. Programs start at just $29/mo.
For more info on the New Artist Model visit http://newartistmodel.com

New Artist Model member Justin Ratowsky of Cali Conscious

New Artist Model member Justin Ratowsky of Cali Conscious

By Dave Kusek and Lindsay McGrath
Sponsored by the New Artist Model: Turn your passion for music into a rewarding career.

Cali Conscious is all about good vibrations. The reggae band that got its start playing under the pier in Huntington Beach, California combines a talent for creating great music with a commitment to organizing beach cleanups and helping the homeless.

The group recently launched a new social media campaign to attract fans to its message of peace, love and environmental preservation. And so far, it’s working.

“We’ve gotten over 1200 email subscribers and more than 10,000 Instagram followers in the past 12 months,“ according to Justin Ratowsky, the band’s guitarist.  “We are implementing the strategy of giving away our music in exchange for email addresses that we learned in Dave Kusek’s New Artist Model to successfully create our own fan base.”

“Our goals are to support our families by doing what we love while performing and touring on a national and global level.  We also want to continue to grow our subscriber base to over 100,000 and get our music licensed for TV and film,” he says.

Cali Conscious plays 25 shows a month in the summer and 15 in the off season.  The group is currently hard at work on its second album which will be released in 2016 and supported by a tour.  In addition to Justin, the group includes Anthony Haas on bass, Jason Sandoval on trumpet, Chad Stanner on keyboards, Chuy Vidales on drums, Dig Gbye on percussion, and Stephen Wood on sax.

Cali Conscious puts almost as much work into activism as it does into music.  The band has organized monthly community beach clean ups in Huntington Beach and funded construction of a clean water well in Ethiopia by donating live performance tips to charity:water.org.  Cali Conscious doesn’t sell plastic CDs at its shows and created a plantable paper download card embedded with carrot, lettuce, and tomato seeds to celebrate the release of its first album “High Times.”

The group is making the website Noise Trade a centerpiece of its current social media campaign, Justin says.  The music distribution platform lets the group trade their music to anyone who shares their email and zipcode on the Cali Conscious website.  http://caliconscious.com/  Currently, the group gives followers a download of “High Times” as well as an EP featuring acoustic versions of four songs from the new album.  

“You should use your social media platforms and the real estate on your website, to give away songs and build that relationship with your fans to gain trust and turn them into superfans,” says Justin, adding that “superfans” to him, are people who share news about the band with their followers.

Justin believes that developing 1000 superfans will enable Cali Conscious to have a sustainable music career — one that includes adequate support for crowdfunding, merchandise sales, touring and live shows.

“With Noise Trade, we get email and zip codes and fans get to download and share on Twitter and Facebook.  It lets you encourage your fan base to become part of your marketing team,” he says, adding that the service also allows fans to “tip” musicians.  “Noise Trade charges 20 percent of the money that comes in but we are still getting revenue from that every month.”

Raising awareness about the group and its music will help the band complete its newest album.  The offering will be paid for, at least in part, with a crowdfunding campaign, Justin says.

“This next album will put us out there as an Orange County band starting to break through.  We believe in our producer and the message,” Justin says.  “We already have 30-40,000 listens on Pandora or Spotify.  I think when our next album comes out and we step up our SEO (Search Engine Optimization) and get more organized and put up our video, I’m hoping we can reach 100,000 subscribers. “

Gigging is the main source of revenue for Cali Conscious. On May 21, the group will play the Concert for the Coast in Santa Barbara where they will feature “One Love For You,” a song about homelessness written by percussionist  Dig Gbye and the first single from the new album. The band will make a music video for the song that includes an informal “jam session” with local homeless men and women.  

During their visit to the city, the band will also provide blankets, clothing, food, water and socks to people in need with the help of online sock retailer Bombas http://www.bombas.com

“Water,” the second single from the new album, will also get its own video. All proceeds will benefit Gravity Water, a nonprofit dedicated to providing filtration and storage systems to poor communities around the globe.  http://www.gravitywater.org/  Both of the videos for the singles will be included in a pre-purchase crowdfunding campaign, Justin says.

While using social media can be exciting and productive, it is essential for musicians to stay up to date on each service’s policies and guidelines, Justin says.  Early in his career, he gave away music from his own CD “Enjoy the Sunshine” to users on Facebook and got blocked by the company for a time. “They thought it was spam,” he says.  

“Be aware of limits on how many people you can contact each day and how different social media systems work. Their policies are always evolving,” Justin says.  “At this point, the main reason we are using social media, besides putting out photos, is to try to get people to go to our website. I want to get as much exposure for our website as possible. This is also something we learned from the New Artist Model.”

Facebook, Twitter, Instagram and other social media tools can really help musicians advance their careers — but players should never forgot about the importance of personal connection. Justin knows from firsthand experience that it is impossible to predict when opportunities will appear.

A local entertainment lawyer introduced the band to renowned recording engineer and producer Sjoerd Koppert who has worked with Pink Floyd, The Doors, The Rolling Stones, Doobie Brothers and other bands. Out of nowhere, this chance meeting from a mutual connection turned into an incredible opportunity to record in a top studio.   

“I went from busking to a million dollar studio,” Justin says. The result?  His first EP “Enjoy the Sunshine.”

That recording is at the heart of another story about the power of networking. Music from “Enjoy the Sunshine” can be heard in the new documentary film “Return to Cape St. Francis” created by Robert August. August starred in the iconic surf documentary “The Endless Summer” which was released in 1966. Justin performed at the Newport Film Festival this April when the documentary premiered.

Justin has played the Huntington Beach High School Surf Team’s annual banquet for the the past six years, and the coach of that club just happened to be the director or “Return to Cape Francis.” That connection ended up getting his music in the hands of Robert August.

Justin and his bandmates are excited about what lies ahead for Cali Conscious. A bigger fanbase, new album and tour all point to great things for the band. While Justin is looking to the future, he emphasizes the importance of never losing sight of the values that define the group.

“The most important part of our music is the message we have in our lyrics, that’s how we want to connect with our fans. We strongly feel we have this musical ability and we are purposefully using a positive message to help bring the world together through our lyrics,” Justin says. “We want to be a catalyst for our fans to inspire change. If we can create an easy avenue for them to be able to support our music but also support causes we believe in — like getting water to the world and making sure that people on the streets have warm feet — that’s where we want to be.”

Embracing these values have encouraged the group to do benefit shows for The Walk for Arthritis which drew an audience of 4000 to Anaheim’s Angel Stadium, Surf’s Up for Down Syndrome and Walk On Water, a nonprofit that offers sports therapy for children with disabilities including autism, among others.

“It is important to use our gifts as musicians to make the world a better place and encourage others,” Justin says.  “I am glad to use my talent as a vessel to do good in the world.”

To learn more about Cali Conscious visit http://caliconscious.com/

New Artist Model is an online music business school developed by Dave Kusek, founder of Berklee Online. The online school is a platform for learning practical strategies and techniques for making a living in music. Learn how to carve a unique path for your own career with strategies that are working for indie artists around the world. Learn to think like an entrepreneur, create your own plan and live the life in music you want to live. New Artist Model provides practical college-level music business training at a mere fraction of the cost of a college degree. Programs start at just $29/mo. For more info on the New Artist Model visit http://newartistmodel.com

New Artist Model member Shannon Curtis

New Artist Model member Shannon Curtis

By Dave Kusek and Lindsay McGrath
Sponsored by the New Artist Model
Turn your passion for music into a rewarding career.

Ask singer songwriter Shannon Curtis about the key to her success as an independent musician, and she’ll tell you — literally — to hit the road.  She’ll encourage you to start touring with the help of your audience.

Shannon knows from experience that touring is the best way to interact with your audience and build your fanbase.  She also knows that performing live can bring in more money than recordings, publishing and merchandise combined.

Each summer, Shannon spends more than four months on the road performing house concerts.  In 2014, the Los Angeles-based artist performed at more than 70 homes around the country for audiences averaging 35 people.  

The idea for an annual house concert tour was born in 2011 when Shannon was struggling to attract new fans.  Her career growth had been “incremental” since she hit the scene in 2006, she says.  So to break through to new audiences, Shannon began working on booking a series of solo club dates in Los Angeles, San Francisco, Sacramento, Portland and Seattle.

Then something unexpected happened.  A fan called and asked if she would come and perform in her living room.  The gig would pay whatever audience members wanted to donate and her fan lived right in the middle of the circuit she was planning on covering.

Shannon said yes.  She had played the occasional house concert through the years, always booking them as “filler dates” between what she considered more important club engagements.  But this concert convinced her that she might have gotten things turned around.

“I had no idea what kind of success it would be,” Shannon says, adding that she didn’t use a microphone or amplifier.  “In a club you are always competing with noise from the bar or a latte machine or something.  But this show was 100 percent connection.  Someone started crying.  People’s reactions were palpable.”

Palpable and profitable.  By the end of the night, Shannon made more money and sold more merchandise than she would have at a Los Angeles club show. “It was way more than gas money. That was the lightbulb that went off for me.”

Shannon and her husband, music producer Jamie Hill who travels with her when she tours, worked up a financial analysis and realized she could win over more fans and make more money playing houses rather than clubs. Today, they use a simple system to create their annual summer tour.

Shannon typically announces the house tour on her website in March.  She encourages people who want to host a concert to apply on her site and in her emails.  “This year, 85 people signed up within 48 hours of the announcement” says Curtis.  

Requirements for hosting a concert are simple but specific.  Hosts must be able to guarantee an audience of at least 30 people and need to have a backyard, garage, living room or some other space big enough for a “focused listening event.”  “This isn’t a party where there is also some music,” Shannon says.

Once a request for a house concert is accepted, things can fall into place easily if you are organized, according to the artist.  People who host concerts don’t have to worry about having special insurance because their concerts are not open to the public.  Instead, they are gatherings of friends.  Hosts don’t receive any kind of financial compensation for providing the venue or bringing in the audience, Shannon says.  Most often, they simply enjoy the chance to have a fun event and get to know to know the artist better.

“We really leave the structure of things up to the hosts,” Shannon says.  “Lots of times they turn into potlucks.  Our shows become these really connective community events.”

Shannon brings all of her own equipment and only needs “one power source and an extension cord” to put on a show.  She is paid with donations from the audience and merchandise sales.  There are no tickets, no cover charge and no opening act.  Shannon and Jamie often take hosts up on their offer of overnight accommodations.  

“Every house we go to is a brand new market.  It is the living room Tupperware model of music marketing,”  Shannon says, adding that she is continually amazed by the support audiences offer.  “Most musicians feel self doubt sometimes.  But if you show up and give people a vulnerable performance – they are going to support you.  The moment you put down your shield is the moment you find victory.”

Growing her audience using house tours is helping Shannon break through in ways she never imagined possible.  

In 2015, Shannon released a music video for her song entitled “I Know, I Know” that went viral with more than 5 million hits.  Also in October of last year after being contacted by a promoter, she played two opening sets for Shawn Colvin — one at the Raven Theater in Healdsburg, California and the other in Folsom, California.  They were her first large scale public performances in 4 years.

“I definitely want to do more shows like that, Shannon says.  “But I am not ever interested in playing in a traditional club again.”

Shannon Curtis has launched 6 albums in 4 years and was a featured speaker at a TEDx event in Arlington, Va.   She has reached out to her community to successfully crowdfund albums and videos and produced a handbook on how to do house concerts.  Most important of all, Shannon says, she now supports herself one hundred percent with her music.

“I had a talk with myself years ago about what it would take for me to feel like a success as a musician.  It’s never been on my radar to be famous or on top 40 radio  I wanted to make a living making my music — and I’ve made it,” she says.

Shannon uses social media to stay in close touch with her community, noting that Facebook is her most active channel.  She also uses her email list and newsletters to let people know about her new music, crowdfunding projects, tours and more.  During her busy tour season, she contacts fans twice a week.  During quieter times of the year, twice a month.

“The most important skill I’ve learned in my career is to be able to spin a lot of plates all at the same,” Shannon says.  “I juggle a lot of things that require different skills — talking online, planning albums sales, doing business, writing songs.”

“The New Artist Model is such a valuable tool for me.  Before I spent years researching things like ASCAP and BMI on my own.  NAM explains all that we need to know about how to traverse these waters.  That alone is worth the price of admission,” Shannon says.

“When I first met Dave Kusek I expected that the program would be a lot of stuff that I had already learned, you know, the in and outs of building a career.  But I have been pleasantly surprised many times where something I read or a video I watched sparked a new idea for me.”

“One of the things I am starting to learn about in the New Artist Model is sponsorships.  That inspired me to put together a sponsorship application.  I think there may be some companies that would be really interested.  Nothing has happened yet but it will in time — and I want to make sure I am the one who makes the rules.”

As Shannon gets ready for another summer on the road, she says she feels grateful for all the people who love her music enough to come along for the ride.

“I don’t call my supporters fans anymore.  I have a community.  It is a two way street and we support one another.”

 

Learn more about Shannon Curtis here:  http://shannoncurtis.net/

New Artist Model is an online music business school developed by Dave Kusek, founder of Berklee Online. The online school is a platform for learning practical strategies and techniques for making a living in music. Learn how to carve a unique path for your own career with strategies that are working for indie artists around the world. Learn to think like an entrepreneur, create your own plan and live the life in music you want to live. New Artist Model provides practical college-level music business training at a mere fraction of the cost of a college degree. Programs start at just $29/mo. For more info on the New Artist Model visit http://newartistmodel.com

New Artist Model member Eric John Kaiser

New Artist Model member Eric John Kaiser

By Dave Kusek and Lindsay McGrath
Sponsored by the New Artist Model
Turn your passion for music into a career

Eric John Kaiser is the “French Troubadour.”  A native of Paris who lives in Portland, Oregon, this independent artist sings in French and plays guitar music steeped in  American jazz and blues.  He calls his style Parisian Americana.

“I am a songwriter and storyteller. That is what I like to do – to connect with people,” Eric says, adding that he supports himself entirely with his music. “I admire the storytelling tradition of American music, the way it combines with everything from the Delta blues to jazz. Being here in the U.S., I get the chance to live it every day rather than see it at a distance.”

Eric moved to the States in 2006.  He has released four albums and played at the Smithsonian Institute in Washington DC, the de Young Fine Arts Museum in San Francisco, the Blue Nile in New Orleans, the Solidays Festival in Paris and shared the stage with the Welsh super stars the “Stereophonics.”  

Eric has also toured with French star Tété, “The Lost Bayou Ramblers” in Lafayette, Louisiana, and the French band “Revolver.”

Exploring North America on multiple lengthy tours, Eric has gigged his way up through Canada and down through the South, as far as New Orleans and Washington D.C.

“If you want to go the indie route, learning about marketing is really important.  What I like about the New Artist Model (http://newartistmodel.com) is that it teaches you clearly how to get different sources of income from gigging, recording and publishing,” Eric says.  “There is no excuse not to educate yourself and the New Artist Model is the way to go.”

Before emigrating to the U.S., Eric played out part-time in Paris and did other work in the music industry. He was a programmer for the Fun Radio Network, did public relations at Source Records (a division of Virgin) and co-hosted the live music show “Melting Pop” on French television network Direct 8.

“By the time I moved to Portland, I felt like I had enough knowledge to starting playing out full-time,” Eric says, adding that local gigging at French restaurants and coffee shops helped get his career off the ground and build his confidence.

Eric still plays out a lot in Portland but says dates are getting harder to find.

“The local gigging scene is changing. Portland is saturated with musicians and it is getting harder and harder to find gigs to make a living,” Eric says, adding that many small venues are closing as more condominium and office developments spring up.

As the city has evolved, so has Eric’s business strategy.  While the bulk of his income still comes from gigging, Eric also receives money from fan funding to pay for video and recording costs.  Album pre-orders are also a good source of funds. Eric offers French cultural presentations in area schools and workshops on French songwriting.  He also performs at weddings and plays the occasional house concert.

New Artist Model has shown me the value of getting a bunch of different income streams happening.”

Crowdfunding helped Eric complete two 2014 albums.  A Kickstarter campaign for “Idaho” raised just over $7000 while a RocketHub drive for “Outside It’s America” brought in $5000.  “Idaho” enjoyed pre-sales of 400 and its Portland CD release party sold out.

Eric is about to start a new Kickstarter campaign for an album he will complete in Quebec this June. He does one crowdfunding drive every two years.

“One of the most important things to do when crowdfunding is to keep expectations realistic”, Eric says.  “After all, it is a process based on trust, and trust takes time.”

“It only works if people already know you. Success with this didn’t happen in two weeks.  It is trust that was built over the years.” says Eric. “Build a fanbase first. You can’t just post a crowdfunding project and expect people to support you.”

Understanding the kind of crowdfunding your fans will support is important too, Eric adds.  His Patreon page encourages people to donate monthly or for each new creation. So far, it hasn’t brought in much money.

“My audience is a bit older,” he says.  “It scares many people to do it month by month.  They associate it with paying bills.”

Social media is Eric’s primary tool for staying in touch with fans — and he uses it in a way that embraces his unique musical niche.  Copy on his site http://www.ericjohnkaiser.com  appears in both English and French.  

People who give Eric their full name and email address get three free songs when they sign up.  “It is a worthwhile investment”, he says.

“Lots of people don’t believe in email lists but I do,” he says.  “Don’t just depend on Facebook, don’t let it control your contacts.”

Email is the most important channel Eric uses to keep in touch with fans — with Facebook, Twitter and Instagram close behind.  He reaches out to his fans once a day using his social media channels and sends our an email to his list once a month.  There are more than 4000 people on his email list and roughly the same number of friends on his Facebook page. He does not put much work into creating new fans online, opting instead to let it happen organically in person. “The connection with people at my shows is much stronger,” he says.

While Eric uses social media, he also spreads the word about his work in ways that are decidedly low-tech. He uses flyers and posters to announce his shows and asks French bakeries, restaurants and cultural organizations to help him spread the word. He also contacts local media outlets for coverage. “I’ve learned to make things easy for people who want to talk about you,” Eric says, adding that providing well written bios and promotional materials increase your chances of getting covered. “Be concise, precise and provide links that work.”

Eric spends each day on a combination of creativity and commerce. He rises early, checks his email and then reads marketing articles from the New Artist Model and other sources. He works on songwriting for a couple of hours. In the afternoon he works on booking gigs. Evenings are often spent playing out.

Some of his current projects include beefing up his YouTube channel with more cover songs and booking more house tours — both efforts inspired by the New Artist Model.

“People don’t realize how much work it is.  A labor of love that is almost 7 days a week.  If I don’t work, there is nothing that is going to be handed to me”, he says.  “Art and business have to cohabitate together. Like a brother you kind of get along with but not really — hey it’s your brother!”

Eric finds time to give back to the community in spite of his heavy workload. In the wake of the November 2015 Paris terrorist attacks, Eric organized a benefit concert in Portland to raise funds to aid victims.  Eric and his musician friends raised more than $1800 for the French nonprofit organization IMAD which battles racism.

Eric says he will continue his musical journey through America this year with more dates in Vancouver, San Francisco, Portland, Idaho, Utah and Montana.

Learn more about Eric here: http://www.ericjohnkaiser.com/

New Artist Model is an online music business school developed by Dave Kusek, founder of Berklee Online. The online school is a platform for learning practical strategies and techniques for making a living in music. Learn how to carve a unique path for your own career with strategies that are working for indie artists around the world. Learn to think like an entrepreneur, create your own plan and live the life in music you want to live. New Artist Model provides practical college-level music business training at a mere fraction of the cost of a college degree. Programs start at just $29/mo. For more information visit http://newartistmodel.com

music promotion

This article is written by our friends at feature.fm. feature.fm is the first ad platform built exclusively for music, giving you access to promote your music directly inside streaming services. Play your songs to your target audience at the right time. Understand how people genuinely respond to your music with real-time insights so you can make better decisions about how to further develop and promote your songs.

Think about all of the apps on the app store. App developers spend years of their lives mastering coding, using computer keyboards as their instrument. They spend countless hours developing apps they truly believe in, then they release those apps into then world for free. And usually no one downloads them. Sounds familiar, huh?

Just like apps, a ton of hard work, time, and money goes into creating an album, but that’s only half the battle. Despite spending countless hours in the studio, the biggest challenge most artists face is getting their music heard.

As a start up company ourselves, we can tell you that going to market and promoting your product is just as important as creating an amazing product itself. And as an artist, your product is music! Think about it like this: You can spend years working on your chops, writing perfect songs, and creating an amazing album, but if you just upload it online and hope someone will listen to it, you probably won’t be successful.

The Value of Music Promotion

The key to getting noticed is your music promotion – marketing, advertising, and PR. This is what gets you visibility after you’ve created a great product. And yet, most artists aren’t willing to spend half as much as they do on the recording process. Why?

Businesses spend tons of money on marketing and promotion. It would be insanity to spend time researching and developing a new phone or gadget and then put it up for sale without telling anyone. It’s the same with your music.

There are plenty of things you can do to promote your music for free using your email list and social media, but you shouldn’t be afraid to invest in your promotion and focus as much as possible on getting people to actually hear your music. It’s all about airplay and exposure. Don’t miss out on gaining real fans by worrying too much about immediately getting paid. If you truly have great music, it will pay off and people will keep listening. If you believe in your product, then it’s worth the investment.

The Power of a Play

If you look at yourself as a start up, then music is your product. But unlike say, a phone, whose use and purpose can be explained, music’s value is different to each individual. Would you become a fan of a band without ever having heard their music? Probably not. Music is emotional and needs to be experienced to understand the value.

That’s why the best way to promote a song is to play it to people. And if you want to play it to people, you need to be where they listen – inside streaming services.

The Changing Listening Environment

Sure, people listen to radio too. Radio has always been king when it comes to breaking a new artist or getting exposure. It’s a great place to reach a mass audience and is also the one time that people give up control over the music they are listening to, making it extremely powerful for music discovery. Most artists, however, will never be able to get their music played on terrestrial radio.

The power of radio hasn’t changed, but the way people listen to the radio has. Now that people are transitioning into streaming services, it opens up a powerful new platform to reach listeners – one that’s totally accessible for low-budget indie musicians.

The New Music Economy

Fans are willing to support their favorite artists and pay for music, just not in the same way they used to. There is a fundamental change in the psychology of what it means to pay for music. The days of “Here’s my music, if you want to hear it, pay,” are over. The new approach should be “Here’s my music, if you like it, support me so I can make more!”

This means getting your music heard is your acquisition cost to gain new fans. Once you build up your fan base through exposure, you can offer your fans many ways to support your music whether it’s through concerts, merch, crowdfunding, or anything else that you can sell to them.

Why we Built feature.fm

Feature.fm is an ad platform built exclusively for music, opening access for all artists to promote their music inside of streaming services and letting fans buy sponsored song plays to support their favorite artists.

Ultimately, 91% of artists are undiscovered and we want to help more artists find their fans in the most efficient way. Instead of an ad, we’ll actually play your music to streaming listeners.

Learn more about feature.fm

Social media is a cornerstone to the artist-fan relationship today. With that direct connection you can find a fanbase, and develop a connection with your fans (something that wasn’t possible in the past), and even sell music. Social media really puts your music career in your hands!

But with so many options out there it can get totally overwhelming! Every platform gives indie musicians a unique way to connect with their fans. Twitter is great for fun, little engaging conversations. Instagram gives your fans insight into your daily life. And YouTube is almost like talking with your fans face to face.

But with each new platform comes new rules, formats, and strategies. Image specifications are different on each and every social platform, the optimal posting times vary from platform to platform, and even the people are different! You’ll find that some social channels cater towards fairly specific audiences and demographics.

To help you make the most of each platform you’re using to promote your music, check out this infographic. If you want to promote your music on social media, this is going to be your best friend.

You’ll learn:

  • The best image sizes and formats for your posts and profiles on each social media platform
  • Keyboard shortcuts to save you time
  • The best days and times to post so you get the most exposure
  • Social media tools you should be using every day
  • Easy tips that will help you get more engagement
  • And a quick guide to writing headlines for your posts

And if you want to take it even further and really step up your email promotion as well, download this free ebook. You’ll learn what to send your fans to create more engagement and how to email music industry people to unlock more opportunities. Plus, you’ll get 10 free email templates and examples that you can start sending to your fans today. Just change out a few words and press send!

This infographic is from On Blast Blog.

Promote Your Music on Social Media Cheat Sheet