As an independent artist, the world of self-promoting is opening up with a much wider door every year with the addition of new technology and ways to get your music heard. Here are some tips to help you get started:
Can you imagine if your favorite artists never played live or just played a few shows a year? As an independent artist, you NEED to stay in the forefront. You can't just rely on recorded music to get by. Fans want to see you and so do fans who don't know they're fans yet. BE SEEN. GET OUT THERE.
While on the topic of being seen, don't just play at the same 2 venues over and over again. Reach out to new venues, look at venues outside of your local area. Yes, it can be costly, but if you do it right, you won't break the bank. Remember, you're not the Rolling Stones so high dollar hotels and tour buses aren't required starting out. Being cost efficient and doing things on a smaller scale will allow you to reach more fans in more locations.
- APPLY FOR FESTIVALS AND EVENTS
Here are some of the big country music festivals in the US. There are also a ton of smaller festivals in towns across the country that you should look into that also draw good sized crowds.
- HOW MUCH SHOULD YOU BE CHARGING?
I saw this from Dave Ruch, a performing and teaching artist and thought I'd share:
"SCENARIO A: WHEN THE VENUE TELLS YOU WHAT THEY PAY
Step 1 – you think back on what you’ve been paid for gigs in the past
Step 2 – look around at what other acts are being paid for similar gigs
Step 3 – consider what you are being offered
Step 4 – say “OK”
SCENARIO B: WHEN THE VENUE ASKS YOU WHAT YOU CHARGE
Step 1 – think back on what you’ve been paid for gigs in the past
Step 2 – look around at what other acts are being paid for similar gigs
Step 3 – dream about getting what you actually deserve
Step 4 – quote a price that’s not much better than Scenario A, or perhaps even worse!
What if, instead of taking what you can get, you start with a number, on paper, representing what you need to be making per week or per month, and figure out your rates from there? Would this change the way you do things? Would it force you into some different areas of work that pay better?"
I saw this from Dave Ruch, a performing and teaching artist and thought I'd share:
"SCENARIO A: WHEN THE VENUE TELLS YOU WHAT THEY PAY
Step 1 – you think back on what you’ve been paid for gigs in the past
Step 2 – look around at what other acts are being paid for similar gigs
Step 3 – consider what you are being offered
Step 4 – say “OK”
SCENARIO B: WHEN THE VENUE ASKS YOU WHAT YOU CHARGE
Step 1 – think back on what you’ve been paid for gigs in the past
Step 2 – look around at what other acts are being paid for similar gigs
Step 3 – dream about getting what you actually deserve
Step 4 – quote a price that’s not much better than Scenario A, or perhaps even worse!
What if, instead of taking what you can get, you start with a number, on paper, representing what you need to be making per week or per month, and figure out your rates from there? Would this change the way you do things? Would it force you into some different areas of work that pay better?"
- REACH OUT TO YOUR LOCAL NEWS OUTLET AND SEE IF THEY'LL DO A FEATURE ON YOUR MUSIC AND LET YOU COME ON FOR A SONG OR TWO.
2.) CONNECTING THE "OLD FASHIONED WAY"
- HAVE A MAILING LIST
I hate them, but I ALWAYS read them and I know what's going on with my favorite artists. I bet I get 50 a week, but that's how I know where they are going to be, when their new album is coming out and sometimes, they let fans in on things that haven't been announced to the general public yet. It's another necessary form of engagement and direct communication with your fan base. If a fan takes the time to sign up for your list, that means they're genuinely interested in what's happening in your life as an artist. Email is also the only real way besides your website to reach out to fans who have turned their noses up at social media and don't have Twitter, Facebook, Instagram, or whatever book-a-gram-chat. This is how they get their information. Keep that information going out. FYI, email has 4-5 times the users as social media ... do the math. Everyone needs an email these days, we don't NEED a social media account. Social Media sites come and go, looks like email is here for good.
Oh yeah, try to avoid as many junk filter trigger words in your emails as possible to avoid having your emails go smack into the spam folder. Below are some of the most common. If you have to use them, use them sparingly. TIP: Use a thesaurus to find a similar word to keep you out of the email doghouse.
As Seen On, Buy, Buy Direct, Clearance, Order, $$$, Affordable, Bargain, Cheap, Discount, Free, Incredible Deal, Lowest Price, Save Up To, Accept Credit Cards, Cards Accepted, Check or Money Order, Accordingly, Chance, Here, Never, Miracle, Sample, Success, Stop, Dear, Friend, Hello, Click, Click Here, Click Below, Open, Opt In, Performance, Sale, Visit Our Website, 100% Free, 50% off, Deal, Giving Away, Offer, Prize, Prizes, Terms and Conditions, Trial, Win, Winner, Winners, Winning, Won, You are a Winner, You Have Been Selected, You're a Winner, Free Gift, Free Membership, All New, Amazing, Congratulations, Drastically Reduced, Fantastic Deal, Great Offer, Limited Time, Now Only, Offer Expires, Order Now, Supplies are Limited, Urgent, Bonus
I hate them, but I ALWAYS read them and I know what's going on with my favorite artists. I bet I get 50 a week, but that's how I know where they are going to be, when their new album is coming out and sometimes, they let fans in on things that haven't been announced to the general public yet. It's another necessary form of engagement and direct communication with your fan base. If a fan takes the time to sign up for your list, that means they're genuinely interested in what's happening in your life as an artist. Email is also the only real way besides your website to reach out to fans who have turned their noses up at social media and don't have Twitter, Facebook, Instagram, or whatever book-a-gram-chat. This is how they get their information. Keep that information going out. FYI, email has 4-5 times the users as social media ... do the math. Everyone needs an email these days, we don't NEED a social media account. Social Media sites come and go, looks like email is here for good.
Oh yeah, try to avoid as many junk filter trigger words in your emails as possible to avoid having your emails go smack into the spam folder. Below are some of the most common. If you have to use them, use them sparingly. TIP: Use a thesaurus to find a similar word to keep you out of the email doghouse.
As Seen On, Buy, Buy Direct, Clearance, Order, $$$, Affordable, Bargain, Cheap, Discount, Free, Incredible Deal, Lowest Price, Save Up To, Accept Credit Cards, Cards Accepted, Check or Money Order, Accordingly, Chance, Here, Never, Miracle, Sample, Success, Stop, Dear, Friend, Hello, Click, Click Here, Click Below, Open, Opt In, Performance, Sale, Visit Our Website, 100% Free, 50% off, Deal, Giving Away, Offer, Prize, Prizes, Terms and Conditions, Trial, Win, Winner, Winners, Winning, Won, You are a Winner, You Have Been Selected, You're a Winner, Free Gift, Free Membership, All New, Amazing, Congratulations, Drastically Reduced, Fantastic Deal, Great Offer, Limited Time, Now Only, Offer Expires, Order Now, Supplies are Limited, Urgent, Bonus
3.) DON'T BE A NUDNICK ON SOCIAL MEDIA (*YAWN *)
Connect with a larger brand and possibly double your traffic on social media. Establish a rapport with other artists, bloggers or venues. Start conversations with them that are sure to draw interest from fans on all sides. You will see your numbers start to grow.
Post frequent live video - performances, commentary from the road, chats with random fans before or after a show, interviews, contests, and other great content. Everyone loves a chance to watch what goes on behind the scenes live.
Polls and Surveys - Ask your fans for their opinion. They LOVE to have input and know that their voice makes a difference. Ask what your next single should be, where you should play next, what things they like or don't like about your website.
Blog Posts - People read these, they really do. Write about an experience that meant something to you, advice you were given that you'd like to share, a fan moment that made you smile, how you feel about shooting your first video. Write from the heart and you'll reach the heart of those who love your music.
Be Consistent. Don't post regularly then stop. Don't post personally then let a social media manager take over, fans notice these things.
Hint: Shorten your links. No one wants to see a link that takes up half a page. Use Bitly or something similar and clean up your posts.
4.) SUBMIT YOUR MUSIC FOR STREAMING PLAY LISTS
Find out who runs the play list, connect with them. They're pretty easily found on Spotify or you can use social media or the Internet to research this information. Some are run by Spotify itself. In that case, reach out to the digital streaming outlet's Artist Liaison. Don't write them a book, keep it simple with easy access to samples of your music and DON'T BEG. FYI, the more music you release and the most streams you have, the better your chances of getting "playlisted." However you choose to release, just make sure it's of a good quality and doesn't sound like a second rate, back yard shed, garage sale 80's Dollar Store equipment.
Send your listeners to the digital streaming outlets to listen. The more streams you have, the more you're likely to be noticed.
Send your listeners to the digital streaming outlets to listen. The more streams you have, the more you're likely to be noticed.
5.) SURROUND YOURSELF WITH TEAM PLAYERS
Your team is one of the most important parts of your future. Those on your team need to be 100% in or 100% out and be working in YOUR best interest. Make sure your team is experienced in connecting with potential investors, radio programmers, management representatives, tour managers, venue owners, etc. Make sure they know how to do this on a professional level and not an "I'm a super fan and this band is the best thing ever" level. If you want to be taken seriously, make sure your team is batting for you with the serious intention of knocking it out of the park. Promotions need to be done with care and quality by someone who knows your music, knows your background and knows who your core audience is. Your management needs to be someone who has a background in management and knows how to handle situations you might not be comfortable dealing with such as contracts, bookings, monetary transactions, travel details, press arrangements, etc. Make sure you are surrounded with the best of the best that you can afford and don't be afraid to spend a little money to get that quality. They should be working not only FOR you but WITH you.
And Finally ... DO NOT GET DISCOURAGED.
It's not easy. It's not going to happen overnight. It might not even happen in 5 years. Remember, the biggest names didn't always play arenas and stadiums. They didn't always sit at #1 on the charts. They started out just like you, sometimes playing to a handful of people who have no clue who they even are, in stale smoke filled bars. They probably thought about giving up more than once until someone gave them the nudge they needed. Wait for the nudge, it's coming. If things don't work out, you ALWAYS have the music which is what got you started and it will always connect with someone and could very possibly make a positive change in their lives. It's not about what the music brings to you, it's about what you bring to the music and what your music brings to listeners. Don't get so caught up in the business that you lose sight of the art. It takes 10 years to be an overnight success according to Travis Tritt.
- Jennifer Smith
Follow Jenn on Twitter at @Lovinlyrics
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