We had a solid stable of clubs that we played regularly. We were growing and starting to make decent money.
Well, we stopped scouting new places in order to focus on building our fanbase in the clubs where we were regulars.
Not a good idea…
We were no longer relentlessly marketing. In fact, we weren’t marketing at all. We had become complacent.
By and by one bar went out of business, one quit having bands, and one now only has bands once a week.
There are a lot of dangers out there that will cost you gigs if you’re not marketing yourself relentlessly. In addition to the reasons that I mentioned, you need to realize that a DJ or Karaoke host will charge a club between $150-$300. So if you don’t pull in a crowd you can easily be replaced.
So if you are gaining momentum with your gigging don’t ever stop marketing relentlessly because it will stall or even completely derail your momentum.
Have you ever lost a gig due to an oversight? What happened? How did you recover?
“We were a band of white boys from Ohio that hitch-hiked our way to New York to try and make it big. Needless to say, by the time we arrived we were completely broke. We had nothing but the gear we hadn’t pawned yet and the clothes on our back. So when it came to finding a place to stay we were limited by the budget of what we were able to scrape together by busking in front of Yankee Stadium and ‘donating’ plasma.
Our first stroke of luck came in the form of a cab driver that was inspired by our tenacity and offered us the spare room in his townhouse in Queens. So we found ourselves the proverbial ‘fish out of water’ in a neighborhood that was racially, culturally, and financially worlds away from anything we had ever known.
Honestly, we were scared and intimidated. We really weren’t sure we were in a position to find any success in such unfamiliar territory. What we discovered was that music is a bond that builds bridges across unknown expanses. Beyond the differences separating us from the community that had taken us in, we realized that we were all blue-collared Americans looking to blow off steam after a hard day’s work.
We quickly established a reputation as the neighborhood good-time band by playing house parties and getting paid with fried chicken and cheap liquor. And from there it snowballed into steady gigs at the hottest clubs in the city and a national touring circuit that took us places we never imagined. We became more than just a band of musicians. We became cross-cultural ambassadors for sonic manipulation!”
It’s true that there are bands out there whose music is so compelling and instantly connects with such a mass audience that the story doesn’t matter. But that’s a one-in-a-million shot. You would be better off buying a lottery ticket. But then you’d have a story to tell.
The truth of the matter is that if you want to take a proactive approach to getting attention for your music you have to think about that kind of stuff. Whether you are looking for some press or simply to connect on a deeper level with your fans, your story matters.
That’s right. Not only do you have to write and record the songs, but you also have to tell an engaging story.
What stories are people looking for?
Press and fans alike want to know what makes you stand out, what makes you unique. Your awesome voice and catchy melodies simply aren’t enough to make you stand out from the rest. That’s not to say that skills don’t matter. Your musical ability is the first thing you must master on your way to becoming a professional musician. However, it is the context with which your present your music that will give you the edge when it comes to getting the gigs, fans, and attention you will need in order to sustain your career.
The good news is that the stories are already there. All you have to do is develop the narrative. Think about that throughout your creation process so that it doesn’t sneak up on you. What you will discover is that you have a way to present your music with context.
Did your crazy producer help you develop your sound by locking you in a basement full of vinyl and throwing hammers at you? Did your neighbor call the cops on you because of your noisy rehearsals, thus inspiring you to steal his girlfriend and write a song about it? Was growing up next to the airport the catalyst for your love of tube screamers? Did a spiritual journey to the homeland shape your vision of the world? The key is that you have to dig deeper than, “We showed up in New York and paid our dues.”
The stories are imbedded in your life, your music, your career, your lyrics, and your inspiration. All you have to do is apply a simple process to formalize the narrative. Then you can string a thread from all of those pieces that illustrates an overview of your entire career and creates a philosophy that resonates deeply with your fans.
Go though every song you have ever written or played and ponder the most interesting thing about each one. It could be something you are doing musically, a technique you are using, your inspiration, or an idea you are trying to articulate with the song. It could have something to do with the instrumentation, the lyrics, the arrangements, the context of the music, or the band dynamics when you recorded the song. It could be about the traditions that you are drawing from, adapting, or changing. It could be an experience from your tour or feedback from a fan. Well, I think you get the idea.
For each song, write that singular element on a post-it note and stick it on your wall. Then rearrange, expand, and rearticulate the narrative as your catalogue grows and your music matures.
That is your story: A living, breathing, evolving, aspect of the art that you have been creating the whole time.
For the first time I’m promoting a record of my own to radio. I wanted to do this because a) it’s a great way to get my music heard and expand my fan base and b) radio airplay can open up touring opportunities in new areas.
Being new to DIY radio promotion, I’m learning a lot about it works. So, here are a few tips for you artists who are about to embark on the same journey!
Just as a bit of background, radio promoters essentially work to sell your record (and you as an artist) to radio stations and programmers. The costs of these services vary widely, but in the Americana market you’re looking at about $5,000 for the life of the record (i.e. about three months worth of promotion). Americana promotes a whole record, not just a single. In the country market, a single is promoted. It’s a very different story and price point, because typically in country there is a team of promoters that specialize in getting your single onto different stations and charts.
In the absence of funding for promotion, you’ll be going the DIY route like me. Here are a few ideas to get you started:
1- Start by creating a plan. When will the official add date be for radio (typically you will want to promote a few weeks leading up to the add date)? How will you handle all of the contacting? By yourself, or with the help of friends?
2- Identify your contacts. A full list of stations is listed on the Americana website of reporting stations, but I would also suggest reaching out to Fred Boening (a radio promoter) to ask him about a list of additional stations as well as an hour’s worth of consulting. He not only promotes to radio, but he also helps indie artists succeed. It will be well worth your time and a small investment, believe me.
3- Start to connect on social media. Find and like Facebook pages and follow on twitter. This page on my website has all the Facebook pages listed you can like. You can begin to learn more about the station, DJs and what kinds of music they are playing.
4- Prepare a one-sheet to go along with your cd. This will tell the programmer about the CD and you and an artist. Click here to view my one-sheet as a sample.
5- Join AirPlay Direct. It’s a site where radio programmers (and only programmers) can download broadcast quality tracks from your record. Here’s a sample of my site. They also have advertising you can purchase to help spread the word.
6- Mail out your CD. Remove the shrink-wrap and put a sticker that says FCC Safe over the UPC code if there are no swear words on it. Put a couple of songs on the sticker that you want to highlight as featured tracks. Include the one sheet in the package you mail. You may also want to add a little something in the envelope to help people remember who you are (for example, I added a cow tale candy because I grew up on a farm).
7- Follow up with calls and emails. Programmers have call times when they accept calls about music. Here’s a list of those call times for you, thanks to Fred. This is probably the most important step of all because stations literally receive hundreds of CDs every week. You want them to hear it, not get lost in the huge pile on their desk.
This is just a high-level outline, and I’m happy to say that this process is working for me so far. But, I could really use your help too…so will you please call a station on this list and ask them to play something from Better at Goodbye?
Look forward to hearing your songs on the air too- and please let me know if I can help you!
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