How to Avoid Music Marketing Information Overload!

I want to give you a little mantra you can use in your music marketing that goes like this...

"I will spend 80% of my time producing amazing music, 15% music marketing and then 5% learning music marketing material."

This is kind of like cutting off my nose to spite my face because I produce a lot of music marketing content myself, but if you spend your whole time eating up all the information it's very hard to ever get around to actually producing any music of worth.

...and marketing crap music has a name...SPAM!

You need to think of all the online courses, guides and books like shiny objects that are pulling you in all different directions and stick with one method until you make it a success. But the fact remains that if you don't actually make any music of worth you are not really a musician.

Have you ever been in music marketing information overload?

This morning I approached my computer with excitement after a long weekend away with the idea that I would pump out a bunch of blog posts and start work on my new ebook. But the plan seems to have gone all wonky...

I opened my Twitter client to see that my friend sent me a link to a great article about how to "sing like a rockstar", and that led to another and then another.

So now I know the theory of killer vocal delivery but I'm no further on with my mission to give you guys the best music marketing info I can muster. :-(

Note to self, never open Twitter in the morning, it's a total bloody time suck!

There are a few things that I have learned over the years (but that I sometimes ignore) which have helped me be more productive in my music marketing and in music in general.

- There are only a very small number of things that really need your time. These include making music and marketing music, forget everything else or do it in short bursts of 25 minutes each day.

- Reading music marketing training does not count as work, you have to actually set a timer and start getting something done as well.

- Work in 50 minute bursts of focused activity with a short break in between. This will help you tap into your body's natural rhythm.

- Don't read your email until 4 O'clock and set a 30 minute timer for this task. Set your band email account to let people know that you are doing this to be more efficient and will get back to them as soon as you can.

- Give yourself monthly commitments. This can be anything from writing blog posts to calling at least 5 music contacts everyday.

What does an unproductive morning look like for a musician?

1. Read 20 articles on music marketing and music industry news.

2. Scanned Facebook and Twitter for 45 minutes and followed links at random.

3. Worked on the design of the music blog on an element that only the perfectionists would notice.

4. Spent 30 minutes in the music forums.

Now the thing is that none of that stuff is bad and you could be forgiven for thinking that you had gotten your hands very dirty in the music business and made a contribution. But unfortunately that is not the case because there was no focus and no planning.

Now let's look at a morning to be proud of...

1. Spent a solid 50 minute period working on 2 new blog posts.

2. 10 minute recharge.

3. Spend another 50 minutes editing blog posts from the previous day and posting to the blog.

4. 30 minute recharge.

5. 50 minutes songwriting / recording a video for YouTube to bring traffic to the blog.

6. 10 minute recharge.

7. Added a couple of emails to the newsletter sequence that automatically goes out to the fans.

8. 30 minute recharge.

9. Called 10 venue managers and booked 2 gigs.

10. 10 minute recharge.

11. Spent 50 minutes answering email and learning new music marketing tactics in my focus area.

If you make a commitment like that everyday you will find that your work increases ten fold and then you can spend the rest of the day reading your email or learning new music marketing stuff if you like.

The problems can come when you use that early burst of energy in the morning to just consume material, and then when you get down to doing some actual work you totally forget what you were doing and have no focus.

It's very hard to start producing great work half way through the day because your body has run out of will power and energy.

To be honest it's all about focus and you really can achieve more in 4 hours than most people get done in a whole day, if you just shut off all that crap pulling you away from the task at hand.

But this article is sooo important

A lot of times you might even find that you are reading something that seems like it's going to change your life, and you will tell yourself that you really are making progress with your music career if you just get the hang of the information.

Well...I will let you into a little secret.

You know enough right now to become a professional musician if you just use what you know and make progress each day. We all know what to do, because it's not rocket science.

So when should you feed your brain?

Now if you have read up to this point you may be thinking that I'm suggesting that you never take the time to learn or plan and that you are always blindly just mashing away at your keyboard. This could not be further from the truth because the mind is kind of like a car, if you are going to run miles and miles you need the right amount of fuel at the right time.

As musicians and music marketeers we need to know what others are saying so that we can form an opinion and add new ideas to our songs and marketing plan.

Here is what I would suggest if you have a full time job:

Find 4 hours a day to work on your music marketing then think of it like this:

- Hour 1 - produce content be it music, blogs or videos.

- Hour 2 - use auto-posting sites like Ping FM, Onlywire, Social Oomph and Tube Mogul to push out your content fast.

- Hour 3 - Edit your new music and blog posts and get it ready for publishing tomorrow.

- Hour 4 - Refuel, use this time to check your email, read blog posts and make notes.

Have a rest...

Another important part of this is that you need to have time each day when you totally turn off from everything and just do something that does not take any brain power at all. Sometimes TV or video games can work. You will not feel guilty now because you will know that you have done great work that day!

I remember when I was making my first album I convinced myself that if I really wanted to make it work I should focus 22 hours a day for the period of the recording and put everything into making it the best thing we ever did. I would spend hours and hours a day just listening to the recordings like some kind of freaky Howard Hughes dude.

NOT GOOD!

But what I did not realize at the time was that a break can actually make things work better and give you more perspective. While on your break you are more likely to think of an amazing new guitar hook or a lyric that is going to resonate deeply with your fans.

If I had just taken a little step back I think I would have made a lot more progress and enjoyed things a lot more.

I now take regular breaks throughout the day and this keeps me focused on the task at hand and my energy levels stay high throughout the day, which is great.

The musical grey zone (A massive problem!)

If you take anything from this article just let it be the fact that you want to avoid spending your whole life eating up all the music marketing goodness without ever making the cake. (Wow I'm churning out the metaphors today like a cow makes milk!)

People think that there is some big secret to this stuff and if they can just learn it everything will be OK and the record labels will take care of them...

THIS IS A MYTH!

I cant' tell you how many times I've spoken with musicians who moan about the following problems:

- I've got a job, so I have no time to work on my music career but loads of time to play angry birds four hours a day.

- Music marketing confusion if you try and do everything you will get nowhere, just focus on what you understand.

- I spend 3 hours a day reading every single piece of information and then I feel too confused to do anything just stop it, this is the evil grey zone.

You need to break out of these traps now otherwise you will get to the end of another year and your music ambition will seem even further away because you will tell yourself that you are a failure.

This is one of the main reasons that most people never make it because they never make a commitment to work at it everyday doing important tasks that will have a real impact.

Use what you learn

The first step back for the music marketing junkie is a little bit of focus. If you are working on YouTube to bring hits to your blog at the moment spend your learning time looking for bigger and better ways to become the next YouTube superhero. Then when you hit the computer next morning use what you learn.

If you just follow this simple rule you will suddenly become much more efficient because that time you spend reading now has a purpose.

If you just eat all the information like a greedy pig you will get fatter and fatter and slower and slower until you become a beached whale and will have to settle for a crappy job that will melt your brain.

Let me save your brain guys

Learn once a day in a focused area and become the master of it...SIMPLE!

Final Thoughts

To finish off this article I would like to share my commitments for this month so you might get inspired to make a few for yourself.

As I said before the worst feeling in the world is getting to the end of the year and thinking that instead of making daily progress and achieving something cool you just played Call of Duty for the whole time and are still working for a boss that you would secretly like to kill.

- Create content that matters and makes a difference.

- Help as many people as possible use their musical talent to find a happier funner life.

- Add to the Twitter and Facebook chatter rather than just spying on that dude I went to high school with.

- Blog everyday.

- Post a podcast everyday.

- Post a YouTube video everyday.

- Add valuable comment to the music marketing community.

This is what I'm doing, now it's up to you, let me know what your are committed to in the comment box below?

Look forward to hearing from you,

- Chris

*Get Your FREE Music Promotion Guide Worth $197*

Chris Rockett is a Music Marketing Consultant from London who Helps Musicians Build a Fan Base Fast.

To Get Your Hands on his FREE 14 Day Music Marketing Course, Plus the Fast Start Guide (All Worth $197) Click Here Right Now: Music Marketing Plan

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Indie Music Marketing - Why Indie Musicians Are Struggling to Sell Music

If you are an indie musician and you are struggling to sell your music, if you are struggling to get publicity, then it is probably because of at least one of these three reasons:

Reason # 1. Indie Musicians have forgotten, or are not aware of, the true value and power of music.

Indie musicians have to think more like entrepreneurs. Every successful entrepreneur ask this question: What is the value of the work that I do or the product I make? In other words, for your music, what problem does your music solve for my target audience? If you can answer that question, then you have the mind of a music entrepreneur.

The music industry has cheapened the value of music and reduced the value of it to entertainment, to a catchy beat or hook, to packaging. These are all features and not benefits. All marketers know that in order to effectively market your product, you have to focus on the benefits that your product delivers to the consumer. You shouldn't focus on the features. The value of your product is not in the features but in the benefits. The value of your music is not in your hook or your beat but it's in how people receive your hook. It's in how your hook/beat/lyrics solves the problems of others.

Music is more than entertainment for fans. It has more value and more power. When you as an indie musician begin to focus on the real value and power of your music, you will build a successful business model that allows you to connect with your fans and give your fans a reason to buy your music.

People do not just want to be entertained. It is true that people buy music to be entertained, but real entrepreneurs dig deeper to find out the real motivation behind why people buy music. Why do people want to be entertained? Why do people want to be entertained with music? When you can answer those questions, then you will know the value of music and can give people a reason to buy it.

So why do people listen to music? There are many reasons. One reason, people use entertainment as escapism. People turn to music to get their minds off of the struggles they face everyday. It helps them deal with their struggles and problems. People listen to music when they are happy and when they are sad. Listening to music is an emotional experience for so many people. People love the way it makes them feel. It has the power to change our moods. Music inspires, motivates. It is so much more than entertainment and a catchy hook.

If you don't understand the value that your music has in the lives of fans, then you will have a hard time marketing, promoting and selling your music. If you don't know the problems and challenges that your fans have, then you are not a music entrepreneur. If you don't know the problem that your music solves for these people, then you are not a music entrepreneur. If you have not created music that solves their problems, then you are not a music entrepreneur.

Reason # 2. Indie Musicians do not communicate the real value of their music This reason aims at how musicians market and promote their music. In your marketing and promotion, you have to emphasize the value your music has to your fans. In other words, how does your music impact your fans? How are the lives of your fans transformed because they have listened to your music?

Reason # 3. Indie Musicians do not deliver the value of their music to their fans. This is all about distribution, how your music is delivered, received, and experienced by your fans. This is about how your fans experience your brand. Did you deliver what you promised? If you marketed your show as the best live show in your city, then was it the best live show your fans have experienced?

For more tips and strategies on how you can market and promote your music, go to Indie Music Marketing

Author Angela M. Carter is a Music Success Coach and Music Marketing Strategist for Campaign You Strategy Group. Ms. Carter helps indie musicians develop creative and strategic music marketing campaigns. She helps indie musicians get more exposure and sell more music. Ms. Carter is also the host of Music Success Radio, a radio show that offers listeners practical tips on music marketing, branding and promotion.

Currently, she resides in Austin, TX where she is a music attorney.

Music Success Radio: http://www.blogtalkradio.com/musicsuccess

Music Marketing - The Essentials of an Effective Music Press Kit

As a struggling independent musician in a highly competitive over-crowded market it should be left unsaid that you need to stand out from the crowd. There are many ways to do this. There is music publicity, radio promotion, extensive tour presence, and the almighty music marketing and music promotion. You need to get your message out there --period.

Getting your music marketing message out there is one thing but getting the right message out there is another. Your professional image as an independent artist is of the utmost importance in order to rise above the sea of competition. Most independent bands and independent artists have some sort of a music press kit or music promotion kit that they use for promotional purposes. Generally, musicians will use either a traditional print music media kit, a digital press kit (DPK), or an online EPK (Electronic Press Kit). But just how professional and convincing are they?

A frequently asked question that I get all the time from my independent artists and musicians is which type of press kit should we put together? Which kind of music press kit works best and is most impressive and effective? The answer to that question depends on a few things.

What I mean by this is that I recommend creating and maintaining two types of press kits -- either a print or digital music press kit, and an electronic press kit. The reason for this is simple. Certain media outlets, labels, venues, music management companies, etc. prefer a print press kit or digital press kit with your full blown CD so it can be listened too on high efficiency stereo equipment to get the full effect of your music and its production qualities. Others prefer not to have their office congested with piles of press kits, and their preferred method is just reviewing your music online.

For the reasons just noted, we recommend you do a print or digital press kit and have one online as well. There's really nothing to creating an online EPK so why not have it available. There are a few very good EPK services out there and they cost just a few dollars per month. But I am putting an emphasis on the fact that an EPK (Electronic press kit online) is not enough. You still must have the traditional print or digital press kit in your music promotion arsenal.

It is notable to mention that your Music press kit is probably your most valuable promotional tool and it needs to be taken very seriously. Other than your CD and live performance it is usually the first impression of you as an artist that labels, venues, and other music media outlets will receive. There are many graphic art firms that specialize in the preparation of media promotion kits that you may want to consider if your budget permits. If not, for a few dollars, a little creativity, and time and effort, you can do it yourself. Here are the basic elements of a print press kit and Electronic press kit, and the professional means by which to go about it.

In your traditional print music press kit version the elements to include are a professionally designed cover with your logo or photo, a cover letter of introduction, Band or Artist biography, a professional 8- x 10- black and white glossy promotional photo, media feature articles and press releases, album reviews and quote sheet, your full length - extended play, or professionally recorded demo CD, an industry CD-one sheet, a business card and professionally labeled envelope. The supplies needed are heavy stock paper, portfolio cover, large envelope, address labels, business cards, and your 8- x 10- glossy photo. Now here's how to go about putting the print press kit together.

COVER AND LETTER OF INTRODUCTION:

Your professional music press kit should have an impressive cover. This should include a photo of the artist, artist's name, and artist's contact information. Sort of like the cover of a book. You should also include a cover letter of introduction. This should introduce you as the artist stating briefly a little about yourself. Don't get too specific in this letter you can leave that for the bio and other media which you will include.

Make sure you address the letter to one specific person - - being personal is important. It gives the appearance of a non-cookie cutter look and that you feel this media outlet, label, venue, or music agent has significance. Make sure that either at the top or the bottom of this letter you have included your full contact information or your artist's representative's contact information. The cover letter should be inserted just inside the kit's cover prior to any other information. The contact information should also be included at the bottom right on every page in the music promo kit.

Artist or Band Biography:

The next page or what would actually be the first informational page of the music media kit would be your artist biography page. Here you should include a brief history of the artist or band, a little about each member if it's a full band. This should be no longer than one page and should not be a long drawn out history of the band but just a brief synopsis of what you have accomplished and where you plan to go. More importantly, you should include things like significant shows or tours, contests won, radio play, or any achievements that you feel are noteworthy and may raise you above others in terms of popularity and development. Keep it simple, concise, and meaningful. If there are no writers among you or your friends than we highly recommend having your band bio written for you by a professional music copywriter. It's so important and it must be professional.

Media and Press Section:

The following pages in your music promotion kit should be media and press. These are basically significant clips of any feature articles you may have received in music industry magazines, or newspapers. Don't go overboard. Include only media clips that really highlight you as an artist. Pick the best five clips you have and make sure they are professionally reproduced. Noting irritates a person receiving these kits more that sloppy crooked copies of media. Take pride in the quality of the kit. Plastic see-through partitions should be used for each individual item.

Album Reviews and Quote sheets:

You may want to consider including good reviews of your CD and quotes you have received regarding the CD or your performance. This page should be professionally laid out with categorized headings. One should be -Album Reviews and the other should be Quotes. Don't forget to put quotation marks before and after each review and quote.

CD: Either a Full Length Album, EP, or Professionally Recorded Demo:

There are a few different ways to attach your CD to your music press kit. If your portfolio has a sleeve in the rear you can just slip it in there. Another method is to use Velcro strips placed on the rear of the CD and attached somewhere on the inside of the back cover. This however is not the recommended method. Especially if the rear cover of your CD has important information printed on it. If you are enclosing a full length record or EP (Extended Play) the hope would be that you have taken the time to release a professional recording so its professionalism is up to snuff. However if you are only using a demo CD it is extremely important to note the following:

- Make sure it is of professional recording quality (No basement stuff)

- Make sure the production quality is as professional as possible

- Include no more than 3 songs, maybe four of your very best

- Place them in a sequence of best

- Do some semblance of professional cover art and labeling

- Make sure your contact information is displayed on the demo

- If you really want to make sure, have it evaluated by a professional

CD- Music Industry One-Sheet:

If you are enclosing a CD of a professionally recorded and commercially released full length album or EP than it's a good idea to attach a music industry one sheet. One-Sheets are generally used during the music distribution process but by enclosing one it gives the recipient of your press kit more insight on your actual record. A one sheet usually includes a photo of the album cover, album title, artist's name, brief description of the record, track listings, UPC code, price point and a few other things. Notes in the one sheet should include touring information, radio play, some quotes, and a few other things. The one sheet should be professionally written and produced as it is an item that generally can get into the hands of very important people.

Business Card and Professional Envelope and Labeling:

If you or your representative has a business card that should also be attached to the folder somewhere. Once the package is fully assembled it should be placed in a professional envelope with printed address and return address labeling. This may seem very time consuming and you may think, why can't I just write out the recipient's address. Well, that looks sloppy and unprofessional and remember what we said about sloppy. A lot of people won't even open a package if it looks unprofessional on the outside. Some may call us anal-retentive, but we get results by utilizing these professional methods.

Some important notes to help you make the most of your print music press kit.

One thing you need to remember is that things are constantly changing with you as an artist. New feature articles, new national tour, new more updated image/photos, etc. Therefore once you get the first version of your music press kit finished, you are never finished. Keep updating it with new materials and new photos for future mailings. Remember when it comes to your music press kit, you are never done. It's a work in progress.

Once you have sent your press kit to someone it does not end there. FOLLOW UP a couple weeks or so later with a phone call, email, or correspondence. Labels, media, and venues receive hundreds of press kits weekly. Don't let yours get lost in the shuffle. Make sure to bring it to their attention and to the forefront of the barrage of music press kits they receive.

The Digital Music Press Kit (DPK):

The Digital Press Kit generally contains the same information as the traditional print music press kit, although it has the ability to allow you to actually add more without being overcrowded. Basically all your information, your bio, media articles, music, quotes, etc. are housed on a CD Rom as files. The DPK, because of certain expertise involved in programming, graphic arts, etc., should however probably be professionally done. Unless of course you, another band member, or someone you know, is proficient in doing this. The benefits of a DPK are pretty obviously. They take no paper, no portfolios, no paper photos, or any print media. Everything is digital. The DPK is usually housed in a DVD Case which has professional artwork. So there is still the element of graphic artwork involved on the cover and CD stamp. Overall, the DPK is a good alternative to the print music press kit.

Electronic Press Kit (EPK):

The Electronic Press Kit, better known as the EPK is basically an online version of your promotional materials -- sort of like a website but not quite. It's similar to the DPK only in that all the files and graphics are digital. You basically create an EPK like you would create a website. However there are a few good services out there that provide template based WYSIWYG editors that basically give you the opportunity to simply upload your files. There is usually a section for your biography, your photos, your press, your music, your videos, and your backline requirements. The EPK is something that you should use in addition to your print or digital music press kit.

Whichever kind of press kit you decide to use, please remember it must be professionally reproduced and prepared. This is your first impression so you must make it a good one.

©2009 Ken Cavalier All Rights Reserved

Ken Cavalier is a music business consultant, artist manager, speaker, and author. He is widely considered an expert in his field and his focus is the advancement of his musician's and artist's careers. Ken is also the founder of Allure Media Entertainment, an artist management & consulting firm in Philadelphia, PA. As a voting member of The National Academy of Recording Arts and Sciences (The Grammy Association) and other distinguished music industry organizations, Ken has authored many informative guides on music promotion and music marketing. His widely popular Music Business Tip Sheet "The Unstoppable Indie" is published and distributed monthly to thousands of independent artists and bands. Ken is available for independent artist consultations on an hourly basis or on a short term management-consulting basis and he also provides music publicity copywriting services such as artist biographies, press releases, feature articles, music marketing plans, and other music industry related press for independent musicians.

You can visit Ken's Website http://www.indieartistcoach.com