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How and where to cleverly deliver the message? Modular Synthesizers
Old 22nd November 2007
  #1
Gear nut
 
vinco's Avatar
 

Thread Starter
How and where to cleverly deliver the message?

Hi again!

I know you already talked about promotion tips but I'm wondering if you could tell us more about web promotion.

How to deliver efficiently your message to new fans?

- Are there any websites that shouldn't be missed?
- How do you know if a website is worth something?
- Is this niche website will give better results than a more general website with high traffic?

I understand there is a testing phase for each projet but there must be some better way to organize your promotion in order to be as efficient as possible with the tools you have and not necessarily with the amount of money a label would have for you.

Vinc'
Old 23rd November 2007
  #2
Founder, CEO, President - Tunecore
 
Jeff Price's Avatar
 

Ways to promote

The beauty of the internet is you can experiment and explore to discover what works. It's amazing sometimes what will drive you traffic and popularity, in some cases things you could never imagine.

The internet has a lot of people going to places or looking to discover things that interest them. For example, if you are into Celtic Heavy Metal bands, you simply go to Google, type that in and see what surfaces

This is what makes the net so powerful. Unlike "traditional" outlets (i.e. TV) that take a guess at what they think the viewers are in interested in, the Net is about the users telling it what is interesting to them. This then allows the specific results to surface that take the user to places about the things they asked about.

As a band, its your job to be at those places. Are you a heavy metal band? Type in Heavy Metal into Google, see what pops up and visit those sites. If they have a forum, post. If they have a webmaster, email them. If it is an MP3 Blog, email them with an MP3 attached

The more specific you can get about yourself (i.e. Heavy metal band playing country songs by Dwight Yokam) the higher the probability the people that learn about you will be interested in you.

- Are there any websites that shouldn't be missed?

yes, but you have to discover what these are based around what you are. As a general category, MP3 Blogs are wonderful for driving sales and bringing up profile

- How do you know if a website is worth something?

There are free ways to track traffic generators to a webpage. Check out Google Analytics as one of them

And of course, friend requests at social networking sites and/or the best indicator, music sales are up!

- Is this niche website will give better results than a more general website with high traffic?

In my opinion, yes! Go niche!

- I understand there is a testing phase for each projet but there must be some better way to organize your promotion in order to be as efficient as possible with the tools you have and not necessarily with the amount of money a label would have for you.

You hit the nail on the head. Both labels and individual artists are using many of the exact same marketing vehicles (this is a HUGE shift from the old days when only a label cold get MTV to play a video and commercial radio to play a song)

You - like a label - can go directly to the media outlets where people go to discover music, and they let you in! YouTube, MySpace, iLike, the iTunes iMix community, Facebook, TuneCore and more. You now have direct access to the media outlets with no need for the middle man.

Some general tips

1) Make iMixes in iTunes that feature at least 3 of your songs and 9 by more popular artists in the same genre. Seed iTunes with a LOT of them. Give them interesting names and make sure to rate them. You will be discovered by people this way

2) Cover a song - people LOVE cover songs and will discover you by these songs. They then dig into your other music to learn more about you

3) Make sure your album is reviewed within iTunes. Albums with reviews sell 33% more than albums without reviews in iTunes. Ask everyone to review it. Make the reviews thoughtful and make sure to give the album 4 or 5 stars.

4) Use the "Email A Friend" tool within iTunes to send emails to fans from within iTunes

5) Collect email addresses

6) Create an iLike account - GREAT music discover tool

7) Put together a list of MP3 Blogs that fit your genre and email them

Lots more to do as well, but that's a start.

On a side not (forgive the shilling, but I am proud of this) I can now officially announce the launch of TuneCore marketing and promotion

All TuneCore customers have the opportunity to have their music played in over 215 Guitar Center store across the country with the artist, album and song tagged.

Over 200 TuneCore customers have been featured at iTunes - in the past two months, two of our customers were the featured download single of the week on the iTunes homepage. In addition, many of our customers were featured within Napster, Rhapsody, eMusic and AmazonMP3

We are giving away 7 million copies of a 34 song album by 34 different artists on iTunes. We partnered with PayPal, Yamaha, Obedia, Guitar Center and Musicians Friend to get the word out and market the bands

Each month we put together a TuneCore staff picks iMix and email it to over 4 million people

At the TuneCore website, we list the Top 100 best selling songs for the month and provide direct links to buy them at iTunes, we also list the Best Sellers with links to buy them at iTunes

We are manufacturing 50,000 physical CDs with 16 songs from 16 TuneCore customers to be handed out in all Guitar Center stores across the country - we will be promoting the CD giveaway (and the bands on the CD) via commercial radio advertisements, emails out to 1 million people, placement on the TuneCore and Guitar Center homepage, tag and mention of the CD on 3 million Guitar Center catalog being mailed out in January.

We have done a deal with Sony Viao where TuneCore customers music is pre-loaded on over 6 million Sony computers

Next up - before the end of the year, we expect to launch the first version of public band pages, free to any TuneCore customer.

Over time, the band pages will feature streaming songs, a MyDiscography page with a link to buy songs on iTunes, a music discovery tool, a band photo, tour dates and an option to become an official fan.

As time goes on, we are working to build the technology to provide daily information as to how many times a day your song is being sold and streamed as well as where the streams and sales are occurring (for the iTunes sales, we will be able to provide the information by the actual zip code of each and every individual buyer!)

And lots more to come....

We view it as our job to market and promote on behalf of our customers, and we do. It's all part of the service we provide!

Jeff Price
TuneCore
TuneCorner
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