1. Indie Band Pomplamoose – What Was Their Strategy?
Indie Band Pomplamoose
Having been hearing about the growing success of the band Pomplamoose many times now, I
decided to check them out and listen to their music/interviews and watch some of their videos to
get a feel for who they were-both as artists, and see what we could learn from this independent
band who have carved out a living with STRICTLY their MUSIC, using a 99% web-based
business model.
Listening to them in the first interview with Tech Crunch’s Andrew Keen, Jack Conte and Nataly
Dawn answered several very basic questions, of which, although the interview could have been
hosted better to get down to some more insightful questions, the resulting insight I continue to
find the more I learn about this powerhouse duo remains consistent with the very simple mantra
this band has so very successfully modeled for us as independent musicians in our brave new
music business.
Pomplamoose, who have now turned down all of the “big three” major labels – are in fact
making enough money to live in a fully paid for house, primarily off iTunes revenue, and don’t
see the need OR the strategic advantage to sign with a major record label.
The bottom line is that Record labels today – are more like general contractors who hire other
companies to do things for the artist, (when, with a little knowledge and ambition one could go
hire that company directly) and decision makers for those who don’t want or don’t know where
to start with building their own business model. Perhaps not as extreme as “the powerful
praying on the ignorant and powerless,” but something close to that, is what perpetuates most
of the unknown yet talented and intelligent signed acts that you’ve never heard of.
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2. There is no reason to over-complicate the 3 beautifully simple, yet very powerful messages that
Pomplamoose have proven to work as label/sponsor-less musicians.
1. Work with what you have
Most of what they started with was simply a microphone and an mbox. Don’t wait until you have
“x” gear, or can obtain “x” collaborator. Put stuff out there, and keep putting stuff out there,
don’t get lost in the “perfectionists curse.”
2. Make great music
No matter what, this is always the central component, everything you do to build a fanbase or
make sales always starts with creating great music.
3. Try a million things and find one that works
Again, you can’t hear this enough… Just because all the pieces don’t immediately line up, and
the thing you think “EVERYTHING” is riding on falls through, don’t give up. Keep trying things
until you find something that works, and then keep doing that until it doesn’t.
What Did Pomplamoose Find That Worked?
There are two main “strategies” that Pomplamoose implemented brilliantly to achieve a level of
success that is sustainable and likely will be for the rest of their lives and provide them with the
lifestyle and ability to make music and work on their art, all of which anyone can do.
1. Producing current and searched for covers of popular songs on youtube was the one
that hit for Jack Conte and Pomplamoose. They have over 70 million views of their
videos and are getting millions every month. This is the seed that turns their music into a
career that generates song sales and the launching board for promotional opportunities,
sponsorships, and any new creative project they can think of.
2. They turned their production process into an experience for the viewer/listener creating
videos documenting “the making of” their songs… Again, basic camera and production
equipment.
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3. This is pretty much it… Pomplamoose now has more than 250,000 youtube subscribers and sells
more than 100,000 downloads per year.
I’m not going to be another DIY advice guy trying to guilt you for not finding your niche and a
working strategy yet… Because the fact is, this is a tough business! There is a certain amount of
luck and opportunity that you just cannot plan for, but what you can do is keep pushing yourself
to do a little a more, go a little further, and try something new… It is in doing this consistently that
those opportunities will present themselves, and being prepared will ensure you capitolize on it
when they come.
So good job. And keep going.
God Bless,
Jamie
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Jamie Leger is an Independent Singer Songwriter and Online Business/Marketing Coach who
helps people with specialized knowledge or a message (i.e. authors, speakers, consultants,
creative professionals and entrepreneurs) turn their expertise into an online BUSINESS that
makes them cash, as well as build an authoritative online presence through private coaching
and step by step instruction.
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