Independent Music Marketing

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Final presentation for Communication in Society

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Independent Music Marketing

  1. 1. Independent musicDigital Grassroots & marketing
  2. 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. 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. 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. 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. 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. 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. 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
  9. 9. Questions or comments?

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