This is the fourth article in a five-part series that details exactly what you need to market yourself as a successful musician.
Telling the world about your musical talents and demonstrating that they do, indeed, want to listen to you takes time, dedication and intelligent distribution. Here are some tips for musician marketing distribution:
Direct mail
Direct mail is one of the best ways for new musicians to get in front of your target audience. One reason is that surprisingly few musicians take advantage of the proven power of direct-mail marketing, so there’s far less competition to get in your way. Send your campaigns to likely listeners who fit your fan demographics; and send your band/musician press kit to radio stations, television stations, print media, venues, record labels and studio execs.
Repetition is crucial to direct-mail success, but you don’t want to overdo it. For musicians there’s a fine line between being aggressive and becoming a nuisance, so carefully choose who you should send your direct-mail marketing pieces to and why.
Here’s a sample direct-mail marketing campaign for musicians:
Week One: Send a free CD with a couple of your best songs on them and/or a postcard with a URL to download two of your best songs for free.
Week Six: Send a flyer that announces your upcoming show at a local venue. Hold a contest for someone to win a VIP backstage pass with you.
Week 12: Send a calendar that showcases you and/or your band as musicians, at your favorite venues, striking poses that fit your musical genre, etc.
Week 18: Send another flyer that announces another upcoming show.
Week 24: Send greeting cards to your fans – anyone who has gone to a show, signed up for your online newsletter, or who has otherwise responded to your direct-mail marketing campaigns.
Week 30: This should be done consistently depending on where you’re playing: Send press kits to local media, radio stations, television stations, venue managers, record labels and studio executives.
Advertisements
Advertise with flyers and posters on bulletin boards, billboards, walls, under windshield wipers, and as inserts in newspapers, magazines and other publications. Take out ads in radio, television, print and online programs. Deploy a street team to hand out flyers and stickers. Also, host or sponsor an event or publicity stunt to get free PR.
Following up
Test, track and tweak: These three Ts will help you develop winning musician print marketing campaigns. Always test different variations of your marketing materials on small portions of your mailing list before launching the full campaign. Sometimes a single word change can make a big difference in your return on investment.
Keep a database of your fans, and evaluate recognizable trends so you can customize your pitch, which will allow you to make intelligent marketing decisions based on honest, proven statistics. Remember that music is a business, and if you treat it as such you’ll vastly increase your chances of building a sustainable fan base that opens many doors for profitability as you grow.
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This is the second article in a five-part series that details exactly what you need to market yourself as a successful musician.
Once you’ve figured out how you’re going to brand the music industry, it’s time to think about how you’ll get your message in front of your target audience: your fan base, venue hiring managers, producers, agents, studio executives and record labels. The following details what marketing materials you need to successfully market yourself as a musician and get the gigs, the plays, and the pay.
Must-have musician marketing materials
Band press kit – A band press kit – or musician press kit – is similar to a corporate identity package. It is what you will send to radio jockeys, music executives, the media and paying venues to try to get their attention. In a custom pocket folder you’ll include a bio sheet, a set list flyer, press clippings, a CD, business cards, a poster and any other important information pertaining to your act.
Business cards – Think musicians shouldn’t carry business cards? Think again. Unless you’re Eric Clapton or Taylor Swift, assume that no one recognizes you. Not all musicians are headliners, and even most professional musicians play their instruments behind the scenes as the “star” performs. That’s why you need a calling card. If you’re a blues bassist, for example, your business card left in the hands of the right people can land you many great gigs that ultimately lead to your big break.
Postcards – There is no reason whatsoever that you should ignore the supreme power of direct-mail postcard marketing. Send postcards to likely fans (once you’ve identified the demographics of your fan base, which you should have done during the branding process) to introduce new albums, to announce that you’re going to be playing a local venue, etc., so you can sell more albums/song downloads, tickets and licensed merchandise.
Posters – Many people like to put posters of their favorite artists on their walls: This leads to powerful third-party word-of-mouth marketing when their friends, family members and co-workers see your posters. Instead of simply doing a band photo in front of a brick wall or an artsy musician photo, try to be unique and creative within the likely environment. You might, for example, have a song about work that you can use as the theme for an office poster (think: “Take This Job and Shove It”).
Club card flyers – One thing successful musicians learn at a very early stage is that your venue will not spend an exorbitant amount of money promoting you – at least, not until you’ve hit the big time. You can increase your clout, grow your fan base, and ultimately command more attention from industry execs and paying venues when you self-promote your shows using club card flyers.
Calendars – Everyone loves (and uses) free calendars. Showcase your musical talents via printed poster and you’ll market your target audience 365 days a year.
Website – It’s hard enough to compete in the music industry today. Put up a website with music clips, videos, bios, etc., and make sure your URL is included on all of your printed marketing materials.
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I need help, but it’s not a press kit I need help with. I am an up & coming local musician, I am trying to e-mail radio stations with my music, the local news also does features on native musicians… I am e-mailing booking agents, etc. How do I promote myself without tooting my own horn? What is the proper set-up for a professional music industry letter? I’d appreciate your help.
You have a great idea and you’re now ready for the world to know about it. With the increase in promotional alternatives, you may be a little confused as to how you should get the word out. CODANK Charlotte Web Design suggest that you invest in a well put together Press Kit.
A press kit, also known as a media kit, is a pre-packaged set of promotional materials of a person, business, product, or organization. It is normally distributed to numerous members of the media for promotional use only. A press or media kit is often used to announce a release or for a news conference of some sort.
Common Press Kit Elements
Background Information Photos/Images (High Resolution) Biographies of key individuals Past Press Coverage Updated Press Release Contact Information Collateral advertising material (flyer, book, etc.)
Below is a list of other great reasons to use a media or press kit.
Business launch Mergers and acquisitions News conferences Large events Industry trade shows Product launch
Press kits are very common in the music industry. Bands and musicians tend to use them when launching a new album. Their media kits usually include: band biography, discography, CD, contact information, and an equipment list.
Those who choose to create a press kit often vary in the way that they are actually put together. Some people prefer it to have a certain look while others would rather put it together in a different way.
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It is very important as a musician to heave a well put together press kit that will help steam roll your path to success in the music industry. Press kits are also commonly called “media kits” and “artist bio” but they all used for the same thing which is to help with Music Promotion, Music Publicity, Booking Agents and Band Promotion. There are a lot of bands out there all gunning for the same venues, radio play and magazine interviews which is why you are more likely to successfully snag all of these opportunities with the Press kit I’m going to help you build.
Lets get started with the basics and go from there:
COVER- A first impression is a lasting impression so make sure this aspect of your press kit really shines, let this be the part that introduces you to the venues, radio stations and magazines. Include what genre of music you play, your band logo (eye catching) and your contact information for the band (Myspace, Website, Phone numbers and email).
ARTIST INTRO PAGE (Bio)- Start off by introducing your group followed by the band members (if any), follow that with the style of music you play and list any genres you may have. Go into naming some quality venues, clubs etc. you have played at in the past and which cities or regions they were in. Also list important equipment you may have such as amps, PA, Microphones, lights, etc. and any personal you may have that runs the production for your shows. Talk about your fan base, include the size of it and how you communicate with them. List any street team supporters you may have and where they are located. Make sure to differentiate between original music or cover music depending on which one relates to your style and also if you’re an acoustic or electric act. List any promoting techniques you may use to help bring people to your shows seeing how this is the only way to make any money at live venues it is a very important part to getting venues to book your show. List any websites, social networking sites and or flyers you use for promoting shows and music presence. One way to get started is to attend open mic. nights and leave your press kits with venue managers after the show in hopes of getting a gig in the future.
ARTIST PHOTOS- Lets take a look at why it is so very important to have good photos before we talk about how to acquire them. Take a look around at today’s communication behaviors and you will quickly notice that visual imagery is king in the world’s communication. You see it no matter where you are and it would seem that almost everyday new technology comes out that even furthers how we view this media on a day to day basis. This should be setting off a little red alarm in you head telling you that if this is true then it must be vital the way people are viewing you which brings us back to your photos. First impressions are lasting impressions so if you really want to have those in the industry and amongst the music community to take you seriously you will want to get some Professional 8×10?s taken of your music group or single act. Be resourceful in about getting your photos, be sure to shop around and maybe ask friends and family if they know of anyone that can help you out. There isn’t really any need to spend a fortune here if you take your time and do some research first. Have fun with this as well, use your imagination and come up with some fun ways to accurately portray your music.
Booking Information - This is the section of your press kit that contains all of your Booking Information such as the best way to contact you, preferences in types of shows and areas you can travel to perform. It is important to have your contact info in multiple places through out your Press Kit so go ahead and add your phone number and address again in this section as well.
Demo CD You are rarely going to run across a club or venue that will agree to have you come play before they have heard your music and the best way to have them take is a listen is to create a Demo CD. The Demo CD should consist of 2-4 songs each being the best of your material, this is the time to really show them your good stuff. Once again add your contact info to the label that will be placed on this Demo CD which should also include your band name and the list of songs on it. All of this is to help ensure that even if the person or venue you gave the press kit to looses the kit, there might be a good chance that your CD could still be floating around along with how to contact you for gigs. Spend some time into a nice looking CD Cover and label so that who ever sees it will know that you are serious about your music.
SONGS LINEUP Put together a list of your songs that your band might play on a average basis including the best of any cover songs you might add in with your original work. If you might be wanting to do anything else such as a light show or some sort of skit on stage this would be the place to add that in as well.
SHOWS SHEET Your bands shows sheet should include any past gigs you have played and any future ones that you have already lined up to perform at.
BAND / MUSIC REVIEWS To show credibility of your bands music it is very important to include any Music Reviews or news paper clippings on your band into your press kit. If you do not have any of those items then you might want to start getting your music out to resources that can do a review for you such as local newspapers and organizations like www.LocalProMoConnect.com & www.lpmvoice.com
BUSINESS CARDS- Were not saying that you have to present your self as some corporation only aimed at making money but we are saying that you need to treat your music as a base line business which means you will need a card to pass around at every show you go to. You can include your Independent acts business card in the mix of your press kit as well as always keeping a few on you at all times in case you run into the right person that will be able to help you out. You can make your own business cards at almost any copy store for a relatively good deal seeing how they are only made up of paper and ink. And almost every word program comes with a few templates you can use at home and have printed on card stock paper or even just very thick regular paper. Make sure to include your bands Name, Phone, Contact Name, Websites, Email, and any logos you might have to represent your act. You might want to make up a small batch of high quality cards to pass around to industry reps and a bigger batch of average business cards to pass around to the common person but it is up to you and your budget to determine how and when this is all possible.
ENVELOPE- Depending on who your planning to receive your press kit you might want to come up with two very different designs for the envelope it will be going into. Your going to want to stand out in a pile of many envelopes so be sure to use a load color and unique design that captures the attention of the beholder to ensure your press kit wont be overlooked on the desk or in the file cabinet of a venue owner or booking agent. On the other hand you will want to be a bit more settle when it comes to sending your press kit out to record labels or industry reps so try to think of a design that is appealing to the eye but not to distracting. Just be sure to have both styles ready to go on a moments notice in case you have to send them out or hand them off to any and everyone that might be able to help further your musical career. Thanks you for following along with us on successfully building your press kit and we hope all the best to your near future and utilizing these tools.
Jeremy Elkins is the founder and chief of the LPM Voice Magazine which is a music based e-zine that focuses on the independent and non partisan rock scene of the world. To find out more about the LPM Voice please visit www.lpmvoice.com
If you are an artist, publicist, musician, band or any professional looking to make a good presentation and first impression, then you are definitely in need of a press kit, electronic press kit or media kit as it is sometimes called.
Years ago, a press or media kit was something that artists, musicians, publicists only thought about, because the cost to create and distribute them was so expensive. So, what is a media kit? It is your professional resume that encompasses your biography, press clippings, photos, work (CDs), press releases, and any other additional information that will make you look good in the eyes of the media (if youâre looking for exposure), record label execs, associates, potential business partners or whomever you want to have a full overview of who you are, or what it is that you are selling or doing, by presenting to them a professional product.
Now most media kits can range about $40 dollars a piece, because you have to pay for the material and paper, professional pictures, CDs (if applicable), folders to place the content in, business cards. Then you have to consider mailing it which will cost around $5.00 per mailing. If you have that type of money to spend on creating and sending out a press kit, then I would suggest that you do so, as it is a good investment, if given to the right people, who will use it to help catapult your career or business.
I have, however, discovered a reasonably priced service website for my clients â http://www.grindmodepress.com, where they give to you a free, no-risk trial of their basic service to create an electronic press kit or EPK/OPK as it is sometimes called, that also will allow for you to create press releases in addition to your electronic press kit (your press releases automatically attach to your press kit, so you donât have to add it to your press kit), and distribute/e-mail them right from the website, with an unlimited amount of people that you can send to, so there are no restrictions as to how many time that you can send. The service auto-formats the electronic press kit and press releases for you (allowing for hyperlinks, pictures, creates PDF & print version), for distribution, so even a novice can create and distribute with no problems. They also give you the ability to distribute a single song, for instant feedback that you can manage right from your control back panel. The site also gives media leads to some of the key magazines, newspapers and allows for social bookmarking, which all of this is invaluable for some people who may not have media outlets to send their electronic/online press kits to. It is literally a one stop media shop. I forfeited the trial and signed up for the yearly package which was literally very inexpensive, and actually saved me more money than if I had went with their monthly plan, which also seemed to be inexpensive for all that you get. I do not usually endorse products, because I get nothing from it, but if I had to have an instant media kit, and could not afford a traditional one, then I would sign up for this service at http://www.grindmodepress.com, because it is a win/win situation. The most powerful part of the site is your control back panel.
In concluding, I say as a professional publicist with over 25 years of PR experience, everyone needs a press kit or as I would call it, a professional resume that paints a professional picture of them, so even if you opt not to try the service that I have above-mentioned, then I would say that you should invest in a traditional media kit.
Alan Jakes
Alan Jakes is a 25 year Public Relations veteran from the UK.