For some time now, I have been an advocate of bands and artists using the power of the web for promotion and today I read an article on WIRED that inspired me to write this post. There is a link to the full article below. In summary, it looks as if the mainstream industry is waking up to the idea of using the web to enhance album releases for paying users.
“On Tuesday, EMI announced that the next Depeche Mode album will come with all sorts of extras for iTunes music store customers — new, exclusive singles, remixes, videos and other content — all of which are piped directly into the customer’s iTunes application for a $19 flat fee. That extra content shows up for the fifteen weeks ending June 16, and fans get the album on its official April 21 release date.”
I think it is a fantastic idea that any independent band or artist can embrace and develop a following on a very low budget. It is reliant on developing a mindset and set of routines to feed your audience. Granted, you must either have an audience or fan base already or be in the process of developing one (a subject for other blog posts).
You know what your fans want: your music, your stories and probably an insight into to your world. Right? If you agree, you can give them all this and more using blog posts, podcasts, audio interviews, videos, studio diaries etc. to encourage interaction, email updates and so on. The ideas can continually develop and I don’t think any of this would be prohibitively expensive to do.
Many successful internet marketers have been using a number of techniques for years and here is an outline of one technique that you can learn from and adapt.
- Create a web page describing a product / service that is due to launch at a future date.
- Include an opt-in where visitors can enter their email address for free stuff and more info.
- Keep your subscribers updated with a regular flow of free related stuff, videos, interviews etc.
- Finally, by the time of the launch, you have created a buzz and a list of interested followers.
The above is a brief outline of a process that can cement relationships with your followers and if worked correctly, can be turned into a regular income. This can be adopted and combined with your ideas to suit your bands situation. Independent bands and artists could actually be the ones to set the bar on this and not the mainstream industry.
My brief thoughts on a plan of action for bands and artists would be: -
- Use your blog as the platform
- Set a future album release date
- Start building an email list
- Outline what free information / items you will be providing up to the release date. i.e. studio diaries, studio pics, videos, interviews, blog posts, competitions, rough track mixes etc.
- Set a special price & limited addition bonuses for people who order within 7 days of your album release.
- Follow up with further remixes, bonuses, interviews, podcasts, gig dates etc.
I am kind of brain storming a little, but hopefully you get the idea and can add some comments / ideas of your own.
Basically, the idea is to provide ‘free’ value to those who support you financially. It is becoming more than just producing and releasing an album; it is also about utilising the web to build strong relationships between you and your true fans.
Please feel free to leave your comments. Let us know your opinions, what you are doing, about your blog and include your domain.
Also, I strongly recommend reading the piece that inspired this post.
http://blog.wired.com/business/2009/02/apple-republic.html
Have an inspiring day!
Lee 
{ 1 comment… read it below or add one }
yea, makes sense and seems possible :>