Promoting Your Band Online


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Promoting Your Band Online was a talk offered as part of a 'Getting Ahead In The Music Industry' day in Wicklow in 2007. My 90-minute talk covered a broad spectrum of resources online for promoting your band and your music as an independent artist.

The slides themselves weren't highly visible on the day given the eco-lighting in the building but they serve as notes nonetheless for topics of conversation throughout the presentation.

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Promoting Your Band Online

  1. 1. Ken McGuire Ross Costigan Alan Dawson
  2. 2. Background Information <ul><li>Started September 2005 </li></ul><ul><li>Launched Monthly Gigs October 2005 </li></ul><ul><li>Beg, Borrow, Hire </li></ul><ul><li>Staff Expansion 2005 - 2006 </li></ul><ul><li>Funded locally 2006, 2007 </li></ul>
  3. 3. Who Is Ken McGuire? <ul><li>Graduate Waterford IT </li></ul><ul><ul><li>BSc (H) Information Technology </li></ul></ul><ul><ul><li>Dip. Multimedia Applications Development </li></ul></ul><ul><li>Event Ireland, July 2005 </li></ul><ul><li>, September 2005 </li></ul><ul><li>Devious Theatre Co., May 2006 </li></ul>
  4. 4. What Does “KKM” Do? <ul><li>Daily news & video updates </li></ul><ul><li>Band profiles, music, chat </li></ul><ul><li>Monthly weekend gigs </li></ul><ul><li>Tri-weekly recorded acoustic nights </li></ul><ul><li>Weekly podcast show </li></ul><ul><li>Live gig photography, press releases </li></ul><ul><li>Live engineering, studio engineering </li></ul>
  5. 5. KKM On The Internet <ul><li>All started online </li></ul><ul><li>Main website </li></ul><ul><li>MySpace x 3 </li></ul><ul><li>Bebo </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Staff Blogs </li></ul>
  6. 6. Why Online? <ul><li>No physical barriers </li></ul><ul><li>Inexpensive </li></ul><ul><ul><li>Free profiles, cheap hosting options </li></ul></ul><ul><li>Instant global market </li></ul><ul><ul><li>Thinking local, acting global </li></ul></ul><ul><li>Why not? </li></ul>
  7. 7. Getting Your Profile Online <ul><li>MySpace </li></ul><ul><li>Bebo </li></ul><ul><li>Number One Music </li></ul><ul><li>Sonicbids </li></ul><ul><li>Start A Free Blog </li></ul><ul><li>Start A Hosted Blog / Own Website </li></ul>
  8. 8. MySpace / Bebo Music <ul><li>Free to register* </li></ul><ul><li>Upload your music </li></ul><ul><ul><li>Music can be streamed / downloaded </li></ul></ul><ul><li>Connect with “friends” </li></ul><ul><li>Connect with other bands </li></ul><ul><li>Link to your iTunes account** </li></ul>
  9. 9. Sonicbids For Bands <ul><li>Free month trial, $5.95 p/m </li></ul><ul><li>EPK - Electronic Press Kit </li></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Music </li></ul></ul><ul><ul><li>Press Reviews </li></ul></ul><ul><ul><li>Stage Plan </li></ul></ul><ul><ul><li>Set List </li></ul></ul><ul><li>HWCH Submissions </li></ul>
  10. 10. Number One Music <ul><li>Must upload at least 1 MP3 </li></ul><ul><li>Fans join ‘mailing list’ </li></ul><ul><li>MySpace E-Team </li></ul><ul><li>Free / Subscriber Options </li></ul><ul><li>Targeted Exposure </li></ul>
  11. 11. What You Will Need <ul><li>Biography </li></ul><ul><li>Photograph </li></ul><ul><li>Music </li></ul><ul><li>Time </li></ul><ul><li>Patience </li></ul>
  12. 12. What You Will Need <ul><li>Properly written biography </li></ul><ul><ul><li>Aim minimum 100 words. </li></ul></ul><ul><li>High quality photograph </li></ul><ul><ul><li>Aim minimum 2. </li></ul></ul><ul><li>High quality audio </li></ul><ul><ul><li>Aim minimum MP3 @ 160k. </li></ul></ul><ul><ul><li>Make sure is actually audible. </li></ul></ul>
  13. 13. Where To Begin <ul><li>Start with a pen and paper </li></ul><ul><ul><li>Brainstorm for an internet strategy </li></ul></ul><ul><li>Make a list of goals </li></ul><ul><ul><li>CD on iTunes, video on YouTube </li></ul></ul><ul><li>Make a list of deliverables </li></ul><ul><ul><li>Music, video footage </li></ul></ul><ul><li>Make a list of your costs </li></ul><ul><ul><li>Subscriptions, one-off costs etc. </li></ul></ul>
  14. 14. Develop Your Internet Strategy <ul><li>Select your sites </li></ul><ul><li>Get your content organised </li></ul><ul><li>Set yourself dates and deadlines </li></ul><ul><li>Plan for the future </li></ul><ul><ul><li>New content, new video, new audio </li></ul></ul><ul><li>Brainstorm, refine </li></ul>
  15. 15. Start Your Own Website <ul><li>Free / Commercial </li></ul><ul><li>Away from distractions </li></ul><ul><li>Fully customisable </li></ul><ul><li>Full control of your brand </li></ul><ul><li>Host your own fan forum </li></ul>
  16. 16. My Tip: Start A Blog <ul><li>Easy to run </li></ul><ul><li>“ Blog” is the new web site </li></ul><ul><li>Search engine rankings </li></ul><ul><ul><li>Can appear in full Google index within minutes </li></ul></ul>
  17. 17. Blogging For Bands <ul><li>“ Online Diary” </li></ul><ul><ul><li>A series of posts in chronological order </li></ul></ul><ul><li>Free Options </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Blogger (Google) </li></ul></ul><ul><ul><li>MySpace Blog </li></ul></ul><ul><ul><li>Bebo Blog </li></ul></ul>
  18. 18. Blogging For Bands <ul><li>Self Hosted </li></ul><ul><ul><li>Your own domain name </li></ul></ul><ul><ul><ul><li>Portray a professional image </li></ul></ul></ul><ul><ul><li>Cost Effective, €40 pa </li></ul></ul><ul><ul><li>Use of free plugins e.g. audio player, store, gig calendar, forum. </li></ul></ul><ul><ul><li>Full control of your brand </li></ul></ul>
  19. 19. What Can You Do On A Blog? <ul><li>News - keep people informed </li></ul><ul><li>Photos - open your own gallery </li></ul><ul><li>Email - start and run a mailing list </li></ul><ul><li>Music - upload as much as you want </li></ul><ul><li>Store - sell as much as you want </li></ul><ul><li>Syndicate via RSS </li></ul>
  20. 20. Selling Your Music Online
  21. 21. Selling Your Music Online <ul><li> (and .net) </li></ul><ul><li>iTunes </li></ul><ul><li>Self Hosted </li></ul><ul><li>Free download, encourage sales </li></ul>
  22. 22. CDBaby <ul><li>Selling since 1998 </li></ul><ul><ul><li>150,000 artists, over $40m in sales </li></ul></ul><ul><li>US$35 setup fee </li></ul><ul><li>9% CDBaby, 91% Artist ($4 per CD) </li></ul><ul><li>Mail Them 5 CDs to start with </li></ul>
  23. 23. iTunes <ul><li>Sell via TuneCore </li></ul><ul><ul><li>€ 0.71 per song on iTunes </li></ul></ul><ul><ul><li>Albums get €7.10 per song </li></ul></ul><ul><ul><li>Also reach eMusic, Rhapsody etc. </li></ul></ul>
  24. 24. Don’t Expect To Be Found
  25. 25. <ul><li>Get people to your site (s) </li></ul><ul><ul><li>Mailing list </li></ul></ul><ul><ul><li>Forum posts </li></ul></ul><ul><ul><li>MySpace Friends </li></ul></ul><ul><ul><li>Press releases </li></ul></ul><ul><ul><li>Search engine advertising </li></ul></ul>Develop Your Marketing Strategy
  26. 26. Cut Costs - Use Free Tools <ul><li>Social Networking </li></ul><ul><li>Forums </li></ul><ul><ul><li> most visited discussion / chat site by Irish users in September 2007. </li></ul></ul><ul><li>Blogs </li></ul><ul><ul><li>Wordpress, Blogger etc. </li></ul></ul><ul><li>Above all - be seen </li></ul>
  27. 27. Promote Yourself Online <ul><li>Band Newsletter </li></ul><ul><li>Banner / Link Exchange </li></ul><ul><li>Join A Webring </li></ul><ul><li>Music Forums </li></ul><ul><ul><li>E.g. KKM </li></ul></ul><ul><ul><li>E.g. </li></ul></ul><ul><li>Google Adwords </li></ul><ul><ul><li>PPC </li></ul></ul>
  28. 28. Get Heard: Go Podsafe <ul><li>Decide On A Podsafe Track </li></ul><ul><li>Submit Your Music For Podcasting </li></ul><ul><ul><li> </li></ul></ul><ul><li>Be sociable </li></ul><ul><ul><li>Know your podcasters </li></ul></ul><ul><ul><li>Email / contact the podcast on play </li></ul></ul>
  29. 29. ComScore September 2007 <ul><li>Over 2 million web users in Ireland </li></ul><ul><li>Bebo 4th overall </li></ul><ul><li> top multimedia site </li></ul><ul><ul><li>iTunes second </li></ul></ul><ul><li>66% under 35 </li></ul><ul><li>43% Irish users visited a MM site </li></ul>
  30. 30. Finding Us Online