Marketing, Music, Social Media, Thoughts

Walking The Dog Episode 11: Content Marketing and Hashtags

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YourBrand

In this 12 minute episode I discuss what content marketing is and how musicians can use it to help build their following on social media, bring fans back to their website, and ultimately, encourage people to listen, share and buy their music.

As part of her #TwitterSmarter series, Madalyn Sklar and I held a free online webinar this week that covered content marketing for musicians on Twitter. This (90 minute!) in-depth webinar is full of lots of information, including a Q&A at the end. You can view the webinar replay complete with my audio narration at the link above, or if you just want to see the slides without the benefit of narration, you can view them on my Slideshare. This episode of my Walking The Dog podcast gives you a taste of the webinar.

Inbound marketing, or content marketing, is a marketing technique many businesses are  finding very successful and cost-effective (besides email and paid advertising on Google or Facebook.) Content marketing, when done well, attracts fans, influencers, and customers who don’t already know about or follow you. Sharing content that expresses your passions or outside interests (in addition to sharing your music-related content) is a great way to attract attention and pull people in.

In the podcast, I discuss two different ways to use hashtags as part of a content marketing strategy:

  • Twitter chats (like #ggchat) and
  • subject or genre hashtags

For an example of how NOT to use hashtags (and a little lighthearted humor), check out the YouTube video below the podcast on hashtags by Jimmy Fallon and Justin Timberlake.

If you have tips and tricks to share with my readers on how to use content marketing, or some success stories to share, please do so in the comments section below!

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Interviews, Marketing, Music, Social Media

Case Study: Mary Bue And The Studio Run Kickstarter

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MaryBue

I was recently introduced to singer-songwriter Mary Bue from Minnesota. We got along like a house on fire from the start – she’s smart, funny, spunky, and resourceful (and a great songwriter and musician.) In the process of getting to know her, Mary mentioned this “Bands Banding Together” Kickstarter project she was involved in over the past few months with a recording studio called Welcome to 1979.

The campaign started with a contest in which the studio sought bands willing to travel to the Welcome to 1979 studio in Nashville to record an album live direct to lathe (vinyl). This is actually a very old recording technique which has recently experienced a trendy comeback, including a direct to vinyl live performance by Neil Young and recorded by Jack White on Jimmy Fallon’s The Tonight Show.

Beths Cafe With The GoGirls
Me, Jean Mann, Julie Wisckstrom, Alex Winters, Chris “Seth” Jackson and Mary Bue (Photo by Kelly McWain)

Once the bands were selected by the studio, they committed to help promote the Kickstarter campaign (which was set up and run by the studio) to their fan networks, and also to provide merchandise for some of the premiums. The campaign had a fundraising goal of $25,000, which would enable Welcome to 1979 to record the five bands live in the studio, one at a time, and then release five vinyl records. Each band would also get some vinyl records of their recording to take home out of the deal.

An Interesting Crowd Funding Model

I think this is such an interesting model for crowd funding a record. It makes a lot of sense in many ways: the studio is incented to make the campaign successful, because they are paying themselves, and the combined fan groups for both the studio and the artists involved would theoretically make for a wider audience for the campaign. However, there are also a lot of potential pitfalls in this model.

I did some research, and couldn’t find other examples of studios doing crowd funding campaigns on behalf of musicians except for one, Groove Box Studios for Nathan Kalish, but it was a much smaller amount. [Thanks to Ian Anderson at Launch and Release for finding that one for me].

Let me be clear: no one was ripped off, and I don’t think anything shady went on here. I think everyone just felt disappointed that the project didn’t succeed, and some fan goodwill was expended. Perhaps we can all learn from this.

[Tweet “This campaign was pitched as being about the process of recording live to vinyl.”]

I think the much bigger takeaways are about the planning and coordination needed to implement a joint Kickstarter between 5 bands and a studio.

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Marketing, Music, Thoughts

Walking The Dog Episode 10: @Mark_Mulligan on #Streaming and Albums Vs. Singles

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Walking The Dog Episode 10 Solveig Whittle

In this 18 minute podcast, I cover two current issues:

  • The $2.6 billion acquisition of Beats by Apple, and why indie musicians should care. 
  • A discussion last night on the popular indie music and music marketing Twitter chat, #ggchat (archives available here), about whether artists should release singles or albums (EPs, LPs, etc.)

I start the podcast with the recent Hypebot post Mark Mulligan: Apple’s Beats Acquisition Driven By Streaming Music’s Mutual Fear Factor. Mark is a respected music industry analyst and consultant, and former Pinnacle and Forrester analyst who publishes on his own SEO-friendly-titled blog as well, Music Industry Blog.

As indie artists, we probably don’t care much who wins the streaming music wars – Pandora, Spotify, Apple, YouTube (Google), or Amazon. We should care, however, that the flow of revenue to artists from streaming music consumers becomes more transparent and equitable.

[Tweet “”If streaming music becomes less crowded, at least we’ll know who to shoot at.””]

Apple revolutionized music consumption and propelled the consumption of digital music into the 20th century with iTunes. Perhaps their acquisition of Beats will help drag the music industry into the 21st century and make payments more transparent. A humble indie artist can only hope!

The majority of the  podcast is a discussion of the issue of whether indie artists should release singles or a bundle of songs (an EP, LP, or album.) I am in the process of releasing what I call an EP later this summer, so this issue is personally relevant to me as an artist.

I draw some of my argument from an excellent (if a bit dated) article on Music Think Tank by Frank Woodworth, entitled Unbundling the Album: A Business Case for Releasing Single Songs. I believe the discussion should really be about how indie artist can best market and promote songs, not really how we release them.

Please feel free to leave comments and opinions, experience and arguments below! I love to hear from you.

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Conferences, Marketing, Music, Social Media, Thoughts

Walking The Dog Episode 9: #Contentmarketing, Balancing Life, and #Micropayments

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Rainleaves

In today’s 16 minute Walking The Dog podcast, I talk about three things:

  • Consistent online content creation (even in the rain)
  • A shoutout to Michael Brandvold and Brian Thompson’s Music Biz Weekly podcast episode 153 on balancing work and life
  • The main discussion: How can and why should we move from an online model in the music industry where everything is free (at least when you are starting out as an indie musician) to one where musicians can earn a living making music.

Musicians, we’ve all heard it’s important to create online content outside of your music – blog posts, streaming online concerts, YouTube music videos, how-to videos, artwork, e-books, podcasts – the suggested list goes on and on.

Why create content in addition to your music? Well,  content marketing is 21st century marketing: bringing your fans, your audience, your customers to YOU, instead of marketing AT them (the old way).

[Tweet “As a musician, consider creating and distributing content online as a way to build your fan base.”]

It’s super important to pick a content form that you can be consistent in publishing.  For example, I decided to start this podcast because I knew I would always be walking my dog and thinking about music marketing stuff, and because I knew I could commit to doing it once a week – even in the rain (like today).

The second subject of today’s podcast is to acknowledge that balancing being an entrepreneur (a “musicpreneur,” if you will) with the need to nurture your family life, your personal needs, and your health is a challenge for every musician.I encourage you to watch or listen to the latest episode of the Music Biz Weekly Episode 153: The Musician’s Dilemma for an honest discussion by Michael Brandvold and Brian Thompson (neither musicians, but both very busy guys) about their thoughts on this challenge.

Lastly, I discuss this article: Why I’m Not Giving It Away For FREE (And You Shouldn’t Either) by Nancy Fox on LinkedIn and the idea of NOT giving all your music away for free. How can musicians make a living when they are starting out competing in this noisy environment where fans are overwhelmed with so much free online stuff?

It’s a problem for the entire online industry, not just music, and Ms. Fox’s suggestion for solving the problem may or may not work in the music industry.

More resources on micropayments and creating a sustainable model for online content in intellectual property (IP) creators:

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Marketing, Music

10 Tips From A Musician For Better Band Photo Shoots

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Superwoman

I just did my second band photo shoot for our Solveig & Stevie updated EPK, for the cover of our new EP/CD (whatever it is going to be), and for our redesigned website and social media banners.

Argh.

This was not my first experience with band photo shoots. I’ve done band promo shoots, several music videos, and sat for professional family photo portraits and for business head shots numerous times before as well. You would think I could get this right – but no.

Band photos are so important, and they can be so complicated. Your photos should communicate your band’s brand accurately to your potential fans. Plus, all of us humans want to look cool and sexy and, well… good, in our pictures – preferably without either plastic surgery or too much Photoshopping.

I think we can all agree that we artists are perhaps a little more touchy when comes to visual presentation than the rest of the population. Whether we are are punk, folk, metal, grunge or goth, it’s often a very carefully calculated personal image.

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Marketing, Music, News, Social Media, Thoughts

Walking The Dog Episode 8: @Kickstarter @Patreon and @Fluence_app

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PatreonIn this 12 minute episode of Walking The Dog, I discuss crowdfunding and other new ways indie artists can support themselves besides selling merchandise or touring.PatreonI have written about a local Seattle artist, Aury Moore, and her successful Kickstarter campaign which raised over $20K to fund her 2012 CD “Here I Am”. I am always interested in case studies of artists who have raised amounts like this via crowdfunding, because they are so much greater than the average.

Hypebot published an article today entitled “#Fangagement: Artists Crowdsourcing Opinion Part 10: Mark de Clive-Lowe” which included some great tips from Mark (a musician who also raised $20K on Kickstarter) on being realistic in your funding goals based on average donation rates, numbers of fans, and average social media engagement rates. Mark researched the stats, and found evidence that the the engagement number on social media is 3%. Many social media experts also echo Mark’s findings that only 3% of fans, followers, and those who have Liked a Facebook page are likely to participate in a social media campaign of any type. It’s important to keep this and other numbers in mind so you don’t overstretch or understretch your funding goals.

The Hypebot article also mentions Patreon, a new, fast-growing platform for sustaining indie artist careers created by Jack Conte (Pomplamoose). It’s kind of like Kickstarter, but ongoing, and may be a new model for artists to sustain a career in music while still leaving them time to focus on creating art – not just focusing on the business 100% of the time.

The Seattle ukulele songstress I mentioned, Molly Lewis, is actually up to over $2000 per original song in pledges on Patreon. Worth checking out!

Finally, I wrap with a mention of a new platform for musicians to pay small fees for feedback from music industry influencers call Fluence. Fluence is a San Francisco-based music startup that is still running very much under the radar, but you might try it out if you are an artist fairly new to the music industry and are looking for professional feedback and connections with industry folks. Hypebot also wrote about Fluence in February 2014. I have written recently on this blog that I feel it is very important for musicians at every level to get professional feedback on their music and live performance. Fluence offers this opportunity for feedback without having to travel or spend hundreds to thousands of dollars to perform in showcases or pay consultants or coaches.

Please let me know what you think of my podcast, the subjects mentioned, and any experience you’ve had with any of the platforms mentioned. Share so we can all benefit from your knowledge!

 

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Interviews, Marketing, Music, News, Social Media

Social Media For Musicians According To Daredevil Johnny Dwinell

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A few months ago, I came across a free ebook for download called Music Marketing on Twitter by a guy named Johnny Dwinell from Daredevil Productions in Nashville, TN. I’ve downloaded and purchased quite a few social media and marketing books in the past two years, and frankly, the quality can vary quite widely. I was impressed with the substantive and practical social media advice offered in Johnny’s ebook, and I thought it would be interesting to find out more about Johnny and what he’s up to over at Daredevil with his partner, Kelly Schoenfeld.

[Just in case you were wondering, I received no compensation from Johnny or Kelly or anyone else for writing this post. I’ve been approached lately with several offers to post “sponsored content.” I turn them down. If I write that I like something, you should know that it’s because I actually like it.]

Q1: I notice that on your website you list your services as artist development, demo recording, songwriting, and before/after recordings. It seems from your blog that you are moving from being primarily a recording and production studio to branching out into doing social media management and campaigns for artists. Can you talk a little about the history of your company and how your service offerings are evolving? What brought you and the agency to start providing social media management for artists?

Kelly Schoenfeld Johnny DwinellJD: Good Observation, Solveig! Yes, we are in the midst of adding a market development component to our thriving artistic development business. The impetus for this marketing arm was sheer pragmatism. We were very blessed to work with amazingly talented and hard working indie artists who deserve to be heard. The problem was that once we delivered the record – something we inevitably were all very proud of – the artist would walk out the studio door and the project would die right there; they didn’t know how to market it. We felt that artists really need to focus on being artists, and if we could find ways to help them market their records, they would return for a 2nd record with us which would, in turn, increase our sales.

The problem was that once we delivered the record, the artist would walk out the studio door and the project would die right there.

So phase 1 is to create and perfect an online marketing pipeline that is effective at moving units. Phase 2 is to become a proper indie record label where we can sign, develop, record any artist we like knowing that we can recoup the costs through our marketing efforts.

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Conferences, Music, News, Thoughts

Walking The Dog Episode 7: #Metadata and #MusicBiz2014

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MusicBizAssoc

Welcome to my weekly podcast. I talk about music, music marketing, and the music business where I do some of my best thinking – while walking my dog.

In this 22 minute episode, I discuss the Music Biz Association’s 2014 Metadata Summit on Tuesday May 6 I attended in LA, part of the larger three day Music Biz 2014 Summit. The Music Biz Association, formerly known as NARM and its sub-organization, digitalmusic.org, is “a non-profit membership organization that advances and promotes music commerce — a community committed to the full spectrum of monetization models in the industry” (from their website.) I have written about the importance of standardizing music metadata as a critical component in ensuring artist compensation in the new music industry where digital will eventually dominate.

It’s interesting to note that the board of the Music Biz Association is composed of representatives of all the major players in the music industry, and this list is evolving to encompass players other than the big labels: Warner Music Group, Universal Music Group, Sony Music Entertainment, Amazon, Microsoft, Spotify, YouTube (ie. Google), iTunes, as well as players like The Orchard and INGrooves. As music moves to a self-published model, I hope to see more representation in associations such as Music Biz for indie artists, too. Right now the industry is dominated by these big players (“Meet the new boss, same as the old boss”), but the future of music is a much flatter structure, where streaming micropayments, and thus metadata, will play an even larger role.

Look for a long form blog post later on this website about my experiences at Music Biz 2014, and a larger discussion about music metadata.

Also of note this week is the speculation around the purchase of Beats by Apple, as streaming players being a slow consolidation that (in my opinion) makes for a more rational and sustainable financial structure for streaming music services, as I predicted many months ago. This would be the largest acquisition ever made by Apple, if it goes through.

Finally, I discuss the significance of the incredible success of the soundtrack to Disney’s movie, Frozen. At the MetaData Summit, I sat next to Disney’s finance group, there to hear about the latest advances in metadata standardization. Why do they care? Because the Frozen soundtrack has been on the Billboard 200 13 times, it knocked Beyonce off the charts, and it has sold 2.6 million copies (58% digital – but that means 42% digital). As pointed out in this article on NPR’s blog, “Well Into Spring, ‘Frozen’ Soundtrack Keeps The Charts Cool,” Frozen‘s soundtrack has made a lot of money for Disney in a variety of different ways. Perhaps the difficulties of tracking all the various ways in which songs make money for Disney in the new music model, where digital plays come from a myriad of sources, will motivate a behemoth like Disney to put pressure on the industry to standardize music metadata more quickly, and streamline the monetization process further.

 

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Interviews, Marketing, Music

Concert Window 101: Elegant Live Performance Streaming

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ConcertWindow

I’ve written about the platforms StageIt and YouNow, where indie artists can stream a live music performance and even make money doing so. Concert Window was launched in 2011 by Harvard grads and musicians Dan Gurney and Forrest O’Connor to provide the same service. Still running a bit under the radar because they’ve only been live for about 9 months, Concert Window is gaining praise and growing quickly through word of mouth buzz in the indie musician community.

CoGar Kickstarter Concert

Last week, I attended a streaming performance on Concert Window by Austin singer-songwriter Alex Winters. The event security was a little strict but that’s okay, it went so well that I thought it would be interesting to interview Alex about her experience and try setting up my own artist profile.

Alex and I met through GoGirlsMusic, and while she was here in Seattle recently, she mentioned she was about to do her first Concert Window performance. I signed up on the website ahead of time as a viewer so I could tune in. One of the things I noticed right away was that I could watch Alex’s performance on my iPhone while away from my desktop. I  think this is a smart feature, and no doubt increases audience views significantly. Mobile is where it is at.

After a few minor glitches on both her end (Alex’s PRO TIP: “When you’re ready to broadcast, hit the BROADCAST button!”) and on my end (my AT&T phone signal was weak at first), I was able to enjoy her concert on my earbuds with no problem. Note that all the viewer features of the desktop version are not there on mobile, such as chat and tipping.

This post has three parts. First, an interview with Alex about her experience with Concert Window . Second, my walkthrough of setting up an artist profile and a performance on Concert Window. Last, I give my assessment of some of the features that make the Concert Window platform stand out.

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Marketing, Music, Thoughts

Walking The Dog Episode 6: ConcertWindow and Facebook (Again)

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Every Friday morning, I walk my dog and record a podcast about music, music marketing and whatever is on my mind that week.

In this week’s 19 minute episode, I talk about two things:

Look for a more in-depth review of Concert Window, including an interview with musician and songwriter Alex Winters, in a later longer blog post form on my website. In today’s podcast, I cover an overview of what Concert Windows is and a few of the features that stand out to me to differentiate Concert Window from StageIt.

The majority of today’s podcast discussion comes from a free ebook available from social media consultant, Kim Garst of Boom Social, entitled “9 Ingredients For Dominating Facebook’s News Feed… Without Giving Them a Penny… Shhhh”. I love Kim’s blog posts about Facebook marketing. She does research and shows examples of her experiments with her own Facebook page, and she also works with clients, so she focuses on real life data and situations.

Frankly, there is also something perverse in me that enjoys the idea of sharing Kim’s tips on using Facebook WITHOUT paying for advertising. Plus, the meta-lesson here is that  or order for you to download her ebook, her landing page is, well…. on Facebook! She’s using her own marketing principles to drive traffic to her Facebook page for free. Smart.

In last week’s podcast, I highlighted an article from Social Media Today about why it may be smart to ignore Facebook as part of your social media strategy, or at least why you should only consider it as part of your integrated marketing plan for your music.

As a social media marketer, I remain professionally ambivalent about Facebook, to say the least. I enjoy using it personally, but I hate it as a marketer, and I don’t respect the way the company treats its customers. And it also scares me a bit how much personal data Facebook collects online.

[Tweet “”I remain professionally ambivalent about Facebook””]

I cannot, however, in good conscience, suggest to musicians that they completely ignore Facebook as a marketing tool. However, with

  • 1.26 billion users worldwide
  • 757 active daily users
  • 138 million active daily users in the US alone

you can’t ignore the fact that

[Tweet “Facebook is the dominant social media platform on the planet,”]

Listen to my podcast to hear Kim’s 9 tips and tricks for maximizing engagement with your Facebook fans and see how you can make the most of Facebook to market your music – without paying for advertising.

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