Almost every band and artist I have talked to or read about; or stumbled across on the internet seem to have one major thing in common - They are looking for a label to sign them. My question is always this; why? The answers, although obvious, still baffle me. The common answer? To get out there in front of people and sell music!
In today's age, the internet creates a completely different playing field than any other of the past. Almost all people know this, but yet they do not act on it. Most of the websites available for artists and bands seem to entice musicians into creating a profile with the promise of the "ability" to gain a fan base. These sites show numerous "Fan" profiles, and to the musician this seems like the "best place" to be. Well it ALMOST is! But why almost?
Sites like ReverbNation.com, MySpace.com, SoundClick.com, and even Facebook offer the idea of getting in front of lots of people. And for the most part, that is possible, but it will take a lot of work and money from the band to accomplish something. On top of that, it's the focus that is also wrong. And I mean the focus of the BAND or ARTIST. The web sites that an artist use already have their focus. It's to get as many people surfing their sites as possible so they can increase their AD REVENUE. They rely on a musician's thirst for "the label" to sign them. These sites know bands and artists are hungry for recognition solely for the purpose of getting a label to sign them. But again, WHY? I mean, why would a band work so hard ON THEIR OWN to get fans, traffic to their profiles and websites, and build a "consumer base" - all of which is handily done by using tools that they PAID FOR from some of these sites - just to get the recognition from a label?
Think about it... a band works up several thousand fans by paying a site to use a fan building utility, the social site connection of fans bring more fans. The band continues to brand itself (spends more money) and more fans follow. The next thing you know, they have two million fans traveling their site profile on a site like Facebook, MySpace, or ReverbNation... and NOW you want a label to sign you? For what? All the work has been done! The band in question has enough followers to have not one, but TWO platinum albums! Not to mention they have generated an enormous amount of revenue already for the sites that house their content. Remember the AD REVENUE part of this story? Two million unique visitors to a web page can yield about $5,700 to $10,000 a month in ad revenue from impression ads and click through advertising. That isn't exactly "rags to riches", but it certainly creates buying power to continue the brand building process. But does the band see ANY OF THIS from the sites that house their profiles? NO! And what the hell is a label going to do for the band now?
The fans and followers are already in place! All the label does is sign the band and start taking 75 to 80% of everything the band makes. They do not need to promo the band very much at all, that has already been done. Do you see it? Maybe you do, but then you still have the question of, what about the BIG money? Well, when you have enough followers that want to hear you, they will be willing to buy music from you, or at the very least ATTEND A SHOW AND PAY TO SEE YOU. You don't need a label to do that, you have iTunes and other mediums for the sale of your content and you can post show dates and locations on your own site or profile. What a band needs is a way to do all of this in the beginning without having to spend a ton of money, and perhaps even receive some financial rewards in the process. Let's face it; making music and recording it does take work!
The entire industry still makes musicians think they need a label. What they really need is a partner of sorts. Specifically a website or online group that can offer all the things the others do, but with a twist. A couple of twists actually. Here is a list of some things that would help:
1. A website that provides the tools to build a fan base by allowing a band to directly introduce themselves to a large audience, for free.
2. The ability to share in ad revenue from their profiles. (Heck, it's their content to begin with, right?)
3. A website that allows the band to "broadcast" a show or gig date and its details to a certain (and possibly rather large) demographic of fans, for free.
Some of the things an artist needs to consider:
1. Giving away your music for free. YES! Give it away for now. Am I crazy? Well, are YOU famous yet? The answer to both is NO. Although people can listen to your music on a website (but only while they are on the website), you should allow downloads of your songs. You would be surprised at how many people listen to music from their smart phones and iPods. And they do it while OTHER people are in ear shot. Give them a few of your BEST mp3's.
2. Do live shows at local bars and establishments, and while doing so, let the people who are watching know where you are online. Easy access makes for more fans.
3. Listen to negative comments about your sound. Yes, you are a professional and you "know what you are doing", but do people actually like the result of your work? Do you really sound all that good? Do the songs you write have a "hook"? Put in the work and listen to what people say about your music. And I don't mean your friends and relatives... I mean people you don't really know. Which brings us to the last piece of advice.
4. ALWAYS OFFER a place and a way for those visiting your online profile to leave comments. This does two things. 1) it gives you a true insight to what passing strangers think of your sound. And 2) it sparks social conversation between you, your fans, and the fans to each other. Almost everyone loves a little controversy, and let's face it, voicing their opinion. Viral elements on the web get going at blazing speed based on that premise alone.
Basically, all most bands need is a web site or web group, or even a group of websites (as a combination) that does not charge for anything, but offers everything. The sites are out there. It simply takes a little creativity and awareness of your true goal. A band should NOT be focused on getting signed by a label. Their true focus should be on their music, their brand, and the fans that show interest. If you please the fans consistently, the rest will follow. Good luck, and keep jamming. The fans are out there... somewhere.
Ty Keller is a musician and Sr. Web Application developer. He is the lead developer of BuzzardBucket.com which is a web application built on the concept of social media and fan building for artists. The web site offers several tools for free to musicians and fans alike. Its core purpose is to bring entertainment to the masses in the form of music downloads and live entertainment information. One of its flagship offerings allows bands to connect with large demographic sectors of fans via messaging and email - for free.
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