2. What is considered independent ?
used to describe artists who exist apart from major
commercial record labels
DIY approach to recording and publishing
most independent artists are unsigned or signed to
small indie labels
3. What is grassroots marketing ?
marketing a company, organization, products, or
services on a local and personal level
some companies also offer fans perks for:
joining/starting street teams
postering
word-of-mouth
door-to-door
4. Example : Aware Records & A 2 management
Aware Rep Program
founded in 1994
900+ reps in U.S. & Canada
reps can make contacts and
gain experience in the music
industry while promoting great
music on a local level
do everything from hanging
posters for upcoming concerts
and CD releases, to hosting
listening parties and selling
merch for artists at their shows
was put “on hold” in April, due
to new digital marketing
techniques
5. What is DIGITAL marketing ?
the promoting of brands using the internet, mobile and
other interactive channels
the use of digital technology and processes in the
development, distribution, and promotion of products
and services
for example:
social networking sites (Facebook, MySpace, Twitter)
Websites geared toward certain genres
(AlternativeAddiction.com, Unsigned.com,
AbsolutePunk.com, etc.)
6. Examples : Taxi & Evolvor
Taxi.com
website that connects artists with industry
1 1,000+ members
cost:
$300 to join
$200 to renew every year
$5 per song submission fee
problems:
no details about who is posting opportunities
once music is received and reviewed by Taxi “experts”, it is just
placed aside to wait
7. Examples : Taxi & Evolvor
Evolvor.com
offers consulting and marketing services to labels and
bands
also offers blog posts related to music industry
dedicated to sharing digital marketing knowledge and
advice with emerging artists as the music industry begins
to change directions
more concerned with advising artists than making
money off of them
marketing over distribution
8. Combining Digital & Grassroots Marketing
Chris Blackwell, Island Records
http://www.artistshousemusic.org/videos/chris+blac
kwell+on+pop+culture+grassroots+music+and+the+fu
ture+of+music
ThinkIndie.com
affiliations with independent record stores
allows indie/unsigned artists to sell music both in-store
and digitally