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By Erica L Nicole
With the music industry changing each day, it has become
harder and harder for a new artist to market, promote and "sell" themselves.
Therefore presenting the importance of learning and understanding new concepts
of how to gain exposure. With these new concepts, an artist can ultimately
gain greater exposure and increase sales.
As a new artist in the music business, I am faced with obstacles that present
new challenges every day. This article focuses on three main questions and
concepts and will provide guidance into achieving success on each of them.
First, how can I sell records without record stores? Secondly, how do I market
myself through the internet and social media? And finally, how do I approach
record labels when deals are not being made?
To begin, how can a new artist like myself sell records without record stores?
Sadly over the last 10 years, records stores have become obsolete. In fact,
even Wal-Mart and Target only offer a minimal selection of physical cds. The
answer turns to self promotion through the help of a radio promoter. By this
I mean that the artist will actually have to get out and knock on doors of
radio to get their music heard. It's called a Radio Tour. The radio promoter
calls stations and the artist will literally go to as many stations as they
can, convince them to play their music so that they can build their listener
fan base and drive that fan base to online music stores such as iTunes, CD
Baby, etc. Without the help of radio, there is little hope for a new artist
to gain exposure and sell their product.
the internet
Next, with the internet now playing such a huge role
in everyone's "social
status" it is important to build awareness of oneself using the internet.
This is where Facebook and Twitter have become just simply put... a sign of
the times. Music fans turn to these social media outlets to connect with their
favorite artists and see what that artist is doing. Fans also want that feeling
of a one on one connection. Twitter allows fans to feel as though they are
chatting directly with an artist. They can "follow" that artist,
and read what is on their mind. Facebook Fan pages have even developed into
essentially the new "website" for artists. More fans will check you
out on Facebook than they will your actual website. And all because of that
personal connection. Recently the creation of Instagram has jolted exposure
for artists because now we can post pictures with brief captions and edited
photos with cool effects. Truly amazing how fans engage with this idea and
philosophy.
Finally, as a new artist, how can I reach out to record
labels and negotiate a deal if record labels aren't often making deals? This
has truly changed the industry to where it is virtually impossible and financially
exhausting for a new artist. In the past, record labels would "take a chance" on
an artist they believed in, but today, they look for a finished product; completed
album, booked shows, large fan base and of course talent. Is it the chicken
or the egg that came first? In order to compete, a new artist has to somehow
find substantial financial backing in order to make themselves a "finished
product". You record an album, but that requires great songs and great
production including musicians, producers and engineers... this costs money.
You hire publicity and record promoters... this too costs money. You hire a
staff that handles merchandise, photos, and day to day management... this also
requires money. And the agonizing truth, even then there is no guarantee of
success. But being a finished product will certainly set you a part from the
pack, and give you a competitive advantage.
To conclude, as a new artist, understanding these three
concepts can truly make all the difference in helping you compete with getting
your music heard. This business will continue to change and recognizing how
this industry is changing will always be critical. For me, I am the new artist
that will focus on how to increase my online sales and radio exposure, I
will continue to connect with fans through social media, I will also continue
to strive as a finished product... but I will also continue to find new ways
of marketing "me" in
this new age of music
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