[Editors Note:This blog article was written by Michelle Aguilar.]
It is probably no surprise that businesses are being transformed by digital platforms such as Facebook. The platform has recently released a report that looks at the different ways in which businesses are being reshaped. Out of the many insights from the report, there are three findings that can be of great use, especially if you are an independent musician.
Consumer Expectations are Increasing
Facebook notes that people are expecting higher quality in mobile experiences and customer service. Reflective of their data, Facebook conversation around ‘user experience’ has been observed to grow considerably. Because of this increase, people are more accepting of surging prices. There is a willingness to pay for more convenience. This highlights the need for business to gain better understanding of the modern customer experience.
As a musician, this data can be applied to the digitalized aspects of your endeavors. Your website, press kit, and social media are all channels you can clean up and modify to make information accessible, easy to navigate, and responsive. You can also compare this to your experience as a user when attempting to connect to a business; you’re more likely to engage more when the experience is without stress or confusion.
Consumer Participation in Ecommerce is Increasing
An increase in globalization has significantly influenced the ecommerce reach. According to Facebook, more than one billion users are connected to another business in another country. Two in three online shoppers have already shopped cross-border. To give you a statistical run-down on people per region around the world are connected to a business in another country:
In the US, over 60%
In Canada, over 60%
In the UK, over 75%
In Germany, over 75%
In India, over 40%
In Japan, over 30%
In Indonesia over 45%
In Brazil, over 60%
In Mexico, over 60%
If people are becoming more willing to make business abroad, it is important that you make your music and music events available internationally available on the web, this includes making your music available on Spotify or other streaming services. You can also include a ‘tip jar’ to your website by creating an account on www.paypal.me—there, people can make donations by sending payments to your PayPal account.
Millennials Are The Most Populous Generation in the U.S
According to Facebook, it is estimated that by 2020, Millennials will make up half of the global workforce. The Brookings Institution, a non-profit public policy organization, has defined key Millennial values that will shape the future of the American economy—these include:
An interest in daily work that reflects and is a part of larger societal concerns.
An emphasis on corporate social responsibility, stronger brand loyalty, ethical causes, and ability to offer specific solutions to specific social problems.
Respect for the environment.
Ability to build communities based on shared interests rather than geographical proximity, which in turn bridges dissimilar groups.
It’s important to become acquainted with the demographics that will make up most of the future workforce. After all, you are ultimately trying to find financial sustainability through your work (work which doesn’t come close to those that have a promising check every other week).And since Millennials listen to 75% more music on a daily basis (ERA) compared to other generations, these insights can serve as a guide to help you better understand your target audience.
Are there any social, economic or environmental issues that you’re interested or passionate about? If not, try to think about your personal interests; there is always someone out there that can relate and you never know, something that makes you tick may do the same for 100 (or more) others.
As an independent musician, staying on track with digital trends can be laborious since most of the time you’re busy producing, searching for gigs and doing a hundred other things to keep the ball rolling. So I hope that this brief recap on Facebook’s digital report can help fine-tune business for you and keep you prepared for your current endeavors!
Do you know of any other social media/digital trends that may be of use for other musicians? How have you managed to stay active on social media platforms? Feel free to share with us below in the comments.
[Editors Note:This article was written by Hugh McIntyre. Hugh writes about music and the music industry and regularly contributes to Forbes, Sonicbids, and more.]
Every band on the planet must know by now how important it is to have a well-rounded presence on social media sites like Twitter, Facebook, Instagram and several others, and those who choose not to dedicate time and effort to this function are doing so at their own peril. Social media is how people get their news, form bonds with people, artists, and brands, and it’s quickly becoming how most people find content they may be interested in.
Having a profile on every major social media platform for your band is important and necessary, but what about a separate account for each member? Is this a good idea, or would it detract from an overall social strategy that can be formed and executed? I believe that if it’s done well, allowing each member of the group to shine in their own way, say what they want, and reach out to even more fans on their own, in addition to doing so as part of a group, is typically only beneficial, and it’s something I suggest to artists when I get the chance.
If you’re not sure about having that much social media in your life as a member of a band (and it is a lot, I’ll give you that one), here are a few reasons why you and those in your musical group may want to consider working as a united force to get the most out of your growing network.
It Extends Your Reach
This is the most obvious reason but it’s worth noting, because many people don’t consider how much larger their reach as a group might be when there is more than one profile pushing the same music.
You should be promoting all things related to your band’s music via a dedicated page on social platforms like Twitter, Facebook, and Instagram, but beyond that, if every member has their own page, they can also busy themselves with promoting the same content, and there’s a really good chance the same material will perform better and be placed in front of even more eyeballs.
Don’t assume that just because you are in a band, everyone you know is following the group across social media. You may think that your friends and family have all followed and hit like on your band’s account, but it’s likely that only a small portion of those that actually know you have done so. It’s kind of a bummer, but it’s just the way of the internet, so try not to be too upset about it.
By posting new videos, songs, and links to buy tickets to shows on both your band’s page and the pages of every member, there’s a better chance that everyone in your now extended network will actually see what you’re putting out into the world, and the more eyes, the better.
What If Somebody Goes Solo?
When most bands form, there is the thought that nothing will ever break up the act and that everyone is in it together. That’s a wonderful feeling, and if you can keep the camaraderie up, it will help take your music far. Sometimes things don’t work out in the end, as not every band is meant to last forever. That’s okay, these things happen, but it’s a shame to have to throw away all the hard work that went into creating a social media following, as typically when a musical group dissolves, the name and the social accounts die right along with it.
There may not be much that can be done to a band name and logo that’s no longer relevant, but just because one act is done, that doesn’t mean your musical career is through! You can keep creating great art, and if you have already been cultivating your own following across social platforms, you probably already have an audience that is invested and willing to keep listening, even if what you’re producing has changed slightly.
Even if the band doesn’t ever break up, that doesn’t necessarily mean that going solo is entirely out of the question. Many musicians record and release music on the side for a number of reasons, none of which mean things aren’t going well with the group. Going out on your own can be a wonderful way to express yourself with styles or songs that might not work for the band, or perhaps it can be an extra revenue stream that may be necessary to make ends meet. Even if a band is successful, the money is split between several people, and sometimes there just isn’t enough to go around.
You Can Post More!
Doing social media right means learning when to post, how to phrase something, and understanding that sometimes less is more, even if you have a lot you need to get out there.
You might be thinking that it’s okay to post hundreds of times about your new album or an upcoming tour date, but you’ll quickly find that such behavior is sure to lose you followers. People don’t mind seeing your updates, and if you do things right, they’ll actually look forward to hearing from you more and they’ll interact with your content…but post too often and even your biggest fans will quickly become annoyed.
Since you can only post statuses and set so many reminders from one account, being able to do so in different ways with varying language on a number of pages can be helpful. If you and your bandmates just dropped a new song and you want people to stream it, try coordinating with everybody involved so each member is sharing the link with different verbiage and at different times. You’ll see that play count rise faster than if you only did so from one account, because more posts, when done right (and only when done right) means better results.
Create (And Collect) More Content
Some of the best content you’ll share across social platforms won’t actually be your own. As your fan base grows, you’re sure to find that it’s the fans that actually create some of the greatest lyric videos, covers, and who snap the coolest pictures of you and your fellow musicians when playing live, or perhaps just when hanging out. If you ask permission from those who actually took snapshots or crafted art based around your work, they’ll likely let you share it, and this can help fill all the holes where you may need a piece of content.
If every member of the band is out there making connections with people and asking them to share their photos and videos, you’re going to see more content come your way than if only a band-branded account was doing the asking. Sometimes some fans form relationships with one member or another, and you never know how somebody will share a picture or some other form of flattery. Having every member own separate accounts helps cover every base.
d lot of music biz teachers will tell you that you should commit time to releasing cover songs on YouTube because you’ll get all kinds of organic growth and attention.
This is a proven strategy that has been working for several years. But, especially now that so many musicians are applying it, I’m not sure it’s all that it’s cracked up to be anymore. And it’s not as simple as picking songs you like and recording your own versions.
It’s true that YouTube is the 2nd largest search engine. Which means that if you post songs that people are ALREADY looking for, you can show up in those searches. So your Lady Gaga covers might get some traction. But your Journey covers probably won’t.
In order to REALLY make that strategy work, what you have to do is cover POPULAR songs as soon as they are released. I’m talking the DAY they are released or within a few days at most.
Remember when Adele released “Hello” and everybody and their cousin covered it on YouTube?
The problem there is that you put yourself in a situation with a LOT of competition…
…AND you’re playing someone else’s songs.
So if your goal is to build an audience for your ORIGINAL music, before you put any more time into YouTube covers you should try something different.
Just trust me…
And follow my instructions exactly for a 7-day Facebook Live challenge.
Here are the rules:
Each day go on Facebook Live and play one of YOUR songs.
Don’t do it from your fan page. Do it from your personal profile. More people will see it that way.
Before you hit “Go Live” add a link to your squeeze page in the video description.
Mention 3 different calls-to-action during the broadcast:
1: “Please turn on my live notifications.”
2: “Please share this video or invite people to join.”
3: “Please subscribe to my email list.”
I promise that if you do that for 7 days in a row, you will not only get MORE subscribers and engagement out of it than your last attempt at a YouTube cover, you’ll do it playing your own songs.
For extra credit try it out on other platforms where you can broadcast live like: Periscope, Twitter, Instagram, & YouTube.
Not only will it help you identify which social media platforms are the most responsive for YOUR original music, you can also repurpose the videos as blog posts for your own website and put them into rotation as content that sends traffic there!
[Editors Note:This is a guest blog post written by Don Bartlett, owner of No Door Agency, an Austin, TX-based boutique management and marketing agency. Don also hosts a seminar titled “Facebook Marketing For Musicians“. Be sure to read his TuneCore Blog article on maximizing your Facebook ads on an indie budget.]
From it’s earliest days Facebook has used its powerful data algorithms to deliver incredibly well-targeted ads. It was a dream for most advertisers. They wouldn’t just put your ad in front of your target audience, they’d put it in front of the specific members of that audience who were most likely to engage with the ad. The success of this approach changed the entire landscape of advertising, and advertisers reaped the benefits. For musicians trying to promote tour dates, though, this presented a problem.
Bands are in a relatively unique position, from an advertising perspective. In each tour city we have small but very valuable target group of people we want to reach. It’s critical that we reach ALL of that group, not just the ones who might be prone to engaging with Facebook posts. If we’ve got 500 fans in New York City, we want all 500 to see the ad for our show.
Until now, the best objectives were “Page Post Engagement” or “Website Clicks” which deliver to those people who historically took those actions when viewing ads. In many cases that left a decent chunk of your fans out.
In late 2016 Facebook rolled out a new objective that solves this problem. When you choose the “Reach” objective you are now functionally telling Facebook that you want to reach as many people in your target audience as possible. After a few months of testing we’ve found that ads with the Reach objective perform significantly better for these small but valuable targets.
Note that that when you’re advertising to larger, non-fan target audiences….fans of similar bands, for example…you’re still better off using the “Page Post Engagement” or “Website Clicks” objective.
Another significant advantage to the Reach objective is that for the first time Facebook is allowing you to put a limit on how often people see your ads. Even an ad for your favorite band’s show can get annoying if it’s popping up in your newsfeed 4 times a day. This new feature lets you define an amount of time that a user will not see your ad again after viewing it.
It’s a very helpful tool that provides an extra degree of control to what your fans are seeing from your page. A good rule of thumb is to build in a frequency cap of at least two days for most campaigns.
Taken together these two new features provide a huge improvement to the tour marketing arsenal. Facebook ads have always been a one of the most effective ways to reach fans in a given city, but the effectiveness was often limited by their optimization algorithms. With the “Reach” objective we now have a concrete way to reach all of them.
In an ideal world I would wake up in the morning to a fresh cup of hot coffee. I would enjoy it as I check my e-mail and skim social networks to check up on friends and my favorite bands.
I would immerse myself in an online community of music lovers, songwriters, and musicians sharing, caring, and building with each other… NOT blasting commands to “check out my new hottest thing”.
I see enough billboards on the interstate.
In this world:
Bands would stop acting like rock stars and start acting like leaders
They would build self-sustaining tribes
They would listen to their fans
They would understand that growing organically will always win over view counts
As a music blogger, my inbox would NOT be full of one-liners and YouTube links I only see as distractions. Whatever happened to “connecting” with someone?
Unfortunately, this world does not exist. From where I’m sitting, the average indie band sucks at using social media and its ruining it for everyone else. Most importantly, your potential fans.
What are we doing wrong, you say?
Oh boy…where do I begin?
Me, Me, Me Marketing
You might have been raised in a world of billboards and commercials, but using social media as a one way street is killing your promo game.
It seems too many people are missing the social half of the phrase, social media.
You need to engage with fans and listeners instead of blasting them with links, videos, and nonsense about buying your album.
Sadly, most bands qualify [as what the marketing world refers to] as spammers.
Engaging is easier than you think and should come naturally (assuming you are not a recluse).
Share albums, videos, and news about other music you enjoy or local bands you play with. Ask others what they think.
Share news related to the music industry or issues that reflect the personality of your band and use them to engage in conversation.
Instead of posting links to the same videos and songs repeatedly, post clips of the band working in the studio or upload a demo mix and allow fans to share their opinions so you can take the art to another level. Involve fans in your process(es).
Network with bands in other areas to create an atmosphere for gig swapping and collaboration as well as cross promotion of content.
This list goes on but the takeaway here is engage in a way that results in feedback and interaction.
Build a community.
Focusing on the wrong metrics
Your follower count means nothing unless you see conversions.
More important than a follower, view, or like:
How many fans have signed up for your mailing list?
Do you pass around a mailing list signup sheet at your show?
How many people have you met at shows? (You do hang out with the audience after the show…right?)
How many people have bought a CD or t-shirt?
Stop putting all your energy into increasing numbers on social sites and focus on converting the followers you have into loyal fans.
Use social media to funnel music listeners to your website where you attempt to convert them into a mailing list signup, song download, or merchandise sale.
Would you rather have 1,000 likes or 100 fans spending $1,000 on music, merch, show tickets and crowd funding campaigns?
Show me the money!
Repeating yourself on every social network
Sending your Twitter feed to Facebook then copying and pasting it to Google+ so the same message appears on every site is a horrible idea.
So is auto play on audio embeds but that’s for a different time.
You are not expected to know marketing, you make music! Allow me to guide you on this train of thinking…
People who use Twitter are different than people who use Facebook and the people who use Google+ are not like the others.
It is imperative you consider these facts when developing a social media strategy and act accordingly.
Make sure you actually use social media as a music fan before deciding how to market your music using these tools. Follow bands who are in a position you would like to be in and see how they use each network. Notice what works, what doesn’t work, and then perfect your plan of action.
Posting several updates to Twitter every hour (depending on the nature of the updates) is more acceptable than posting to Facebook every 15 minutes.
When you over saturate a person’s FB News Feed, they hide you from their feed. Or worse…unlike your page or mark your posts as spam.
A general guideline is try to retweet, reply, comment, and share relevant content from others more than you broadcast and peddle your own wares.
Sell Without Selling
If you focus on building a community around your band instead of acting as a bulletin board, you will start noticing the true power of social media.
You will not see overnight results.
The key is to stay consistent, focus on creating great music, and communicate directly with your audience.
If you create a community of loyal fans, they will want to support you.
Your community will become your sales force and all you need to do is be yourself and continue giving fans a band worth loving.
Consistency allows you to reach a tipping point where fans begin promoting your music for you by wearing t-shirts, playing CDs at parties, and recommending you to their friends.
It is hard to conceive this when you are starting at zero, but 6 to 12 months down the road you will notice things happening simply because you remained persistent.
While fans are busy promoting your music, you need to seek out gig opportunities, blog reviews or interviews, and other chances to put yourself in the presence of tastemakers who can expose you to their audience.
Bloggers, journalists, booking agents, and other industry personnel will not give you their attention unless you have proof of a loyal, engaged following.
Buying followers or views might help you manipulate chart rankings and other metrics, but they will never replace the power of community. If you have 5,000 page likes but no one is liking, sharing, or commenting on your updates; we all see right through you.
So can the people who can expose you to bigger audiences of music fans.
Build your tribe
Nurture your community
Stop acting like a corporate sales machine
You might also be interested in this panel discussion concerning Marketing, PR, and Promotion on a Budget hosted by Indie Connect NYC which discusses mores things indie musicians are doing wrong online.
How Have You Avoided Killing Social Media?
Let us know below what you have done to overcome these four social media killers above (or any others that you’ve experienced) in the form of a comment below!
[Editors Note: This blog was written by Hao Nguyen and it originally appeared on Stop The Breaks, a digital marketing and promotion platform focused on showcasing independent hip-hop artists.]
The independent route is a tough, long grind, no doubt about it.
People look at the top independent hip hop artists in the game today like Tech N9ne, Nipsey Hussle and Currensy and see how they’re balling out of control, but they don’t understand just how much work these artists put into building their lifestyle.
Tech and his business partner Travis O’Guin have been building Strange Music, Inc. from the ground up for close to 20 years. Nipsey got dropped by Epic Records before starting his independent grind. Spitta was hustling and learning about the rap game from No Limit and Cash Money since 2002.
It’s never easy and takes a special type of person to succeed in the independent music industry. Someone who has the entrepreneurial spirit combined with the gritty fortitude to keep going no matter how hard it gets.
As a digital platform focused on showcasing independent hip-hop artists from all over the world, Stop The Breaks has had the opportunity to talk with hundreds of artists about their grind and really get an understanding of what creates success in this industry.
Here are our top 10 keys to success for independent artists. Or as Future would put it “I got the keys, the keys, the keys.”
1. Understand effective marketing
In its simplest form, marketing is raising the profile of a brand and its products or services in the public’s mind. So in that case, I would say all independent artists understand the basics of marketing their music – yes, even those rappers spamming SoundCloud links are doing some form of marketing.
But notice that I wrote “understand effective marketing,” which makes all the difference in the world between success and failure.
You can market your music by hitting up everyone on your Twitter feed with a link to your new single, or, you can effectively market your music by creating a solid marketing strategy and executing it regularly.
2. Relentless work ethic
There’s a saying: “Hard work beats talent when talent doesn’t work hard.” You’re not going to be successful at anything in this world without hard work and dedication, shout out to Money Mayweather.
Look at all our case studies on successful artists – whether it’s superstars like Kanye West and Drake or independent grinders like Yo Gotti – and the one constant factor is that they put in the long hours above everything else.
It’s all about hard work guys. But not just about the music.
In addition to putting in the long hours working on your craft; you also have to put in the hours distributing and promoting the music, fine-tuning your live performances, engaging with fans online and offline, and constantly educating yourself on the business side of things.
Which brings us to…
3. Music industry knowledge
Like Rap Coalition founder and music industry veteran, Wendy Day, said: “I think the most important trait is seeking out the knowledge and experience to do this properly. You either hire the right people who have the knowledge and connections to help you succeed as an artist or you learn how to do this yourself.”
Educating yourself thoroughly on the music business will make a huge difference in your success as an artist. Make sure you understand the fundamentals of music publishing and licensing your content, especially if you’re looking to set up your own independent record label.
4. Strong team around you
To Wendy’s point above, if you don’t have the experience or time to learn about the music business, then you need to make sure you build yourself a strong team to address your weaknesses.
Just because you’re an independent artist doesn’t mean you have to do everything alone. There are only so many hours in the day and you have to be smart on which tasks you dedicate your time to and which tasks you delegate.
Depending on what you’re missing in your arsenal, consider hiring a manager, marketing director or promoter, tour manager, graphic designer, lawyer and accountant. It doesn’t have to be right away, but you should definitely have a plan to slowly build up your team as you hit new levels in your recording career.
5. Effective social media presence
How many rappers do you know who are really active on Twitter or Facebook, but all they’re doing is spamming their followers with music links? There’s no genuine engagement with fans, no real interaction with followers, just blindly spamming link after link hoping they’re going to be the next big thing.
Don’t do this. Trust me, it’ll do more harm than good.
It’s good to be active on as many social media networks as possible, but only if you can manage them properly and engage with the fans regularly, otherwise don’t spread yourself too thin. It’s better to be active and effective on 3 platforms, rather than on all them and not using them properly.
6. Produce regular content for fans
We’re currently living in a super connected world where consumers are conditioned for instant gratification and trained to get everything, right away. As an artist, you have to try your best to fulfill these consumer needs.
There are only a few major artists out there who can get away with disappearing for months on end and coming back to commercial success. Kanye, Eminem, Drake and Kendrick, just to name a few.
Everybody else needs to be continually creating and distributing content to stay in touch with fans. When I say content, I don’t just mean music. It can be social media updates, email newsletters, tour videos, blog posts, guest articles, whatever you need to engage with your fans.
7. Investing in building their brand
Investing the time and money to build up your brand now is the most important thing you can do for a long-term career in the rap game. Other artists can copy your ideas, fashion, music, and believe me, they will. The only thing they can’t copy is your brand.
Think about the most successful independent artists in the game and how they communicate their brand to their fans. Currensy has his Jet Life movement, Tech N9ne with his insane live shows and Technicians following, Chance The Rapper and his positive, Chicago music.
Everything you put out contributes to building your brand, whether it’s positive or negative. Your new logo has just as much impact on your overall brand as how you perform on tour. It’s a long term investment but it’ll definitely pay dividends if you put in the effort now.
8. Focused promotion campaigns
Marketing is your overall strategy of raising awareness of your music and brand to your target audience; promotion campaigns are more tactical and focused.
For example, releasing an album would be one promo campaign. To ensure you get the most out of your promotion budget, your campaigns need to be planned out and precise. Consider the best distribution channels for this project – will it be online, offline or both? Which platform will you be using – Bandcamp, SoundCloud, iTunes, etc.?
Which publications and blogs are you going to be targeting? It’s better to pick out 10 to 15 to send out personalized press releases rather than spamming 1,000 people with a generic message.
Once you have everything in order, hit the launch button.
9. High quality product
Let’s keep this one short and sweet. To be a successful independent hip-hop artist, you need to have dope music. I don’t mean Grammy-award winning, critically acclaimed music – I just mean music that will build you a fanbase. You need to make music that people want to listen to, otherwise, it’s not going to work, period.
10. Create realistic goals
Being ambitious is one thing, having realistic goals is another. It’s great if you have ambitions to be the biggest rapper in the world, making the most money, winning awards, selling out stadiums, but having pragmatic, achievable goals is a much better way to approach your recording career.
Let’s take a look at J. Cole. He went from posting songs online to standing outside JAY Z’s building, wanting to produce for the legend. Cole dropped mixtape after mixtape and it was only after Hov heard “Lights Please” that he decided to sign the rapper to Roc Nation.
From there, he released a number one album, went platinum just last year, and is now selling out stadiums across the world with his very own HBO documentary and record label, Dreamville Records, financed by Interscope.
Having goals is the best way to not drive yourself crazy, thinking that your career is going nowhere. Start off small – e.g. you want to perform in front of 25 people for the first time in your career, you want to drop a mixtape, you want to collaborate with an artist you like, etc.
Create a list of realistic, achievable goals, then tick them off as you accomplish them. Keep grinding, keep working, keep putting out dope product, keep engaging with your fans and your dreams will come.