Who does your music matter to beyond You???

attorneycross On December - 23 - 2010ADD COMMENTS

The Heretic’s Comment: This post will prayerfully refocus your efforts toward understanding your niche and your audience. In our Law Office one of the things we are constantly challenged to get across to clients in consultations is to convince them not to chase trends, but create them instead. Another challenge we encounter with clients  is communicating how critically important it is for them to develop an understanding of the two following areas in positioning their music to cash-flow:

1) Understand intimately what your music represents  and its core meaning

2) Understand the connection of your music to a fan-base by answering the following questions:  (i) what your music means to your audience; (ii) how does your audience  interact with your music; (iii) what about your music motivates your fan-base to support it and be fiercely loyal to it?

Now in communicating the meaning of the above, sometimes a picture is worth a thousands words (in this case the picture is actually a video). So in order to illustrate the above points, we have provided a recent interview Jeff Bezos (CEO of Amazon) provided on the Charlie Rose Show describing why he is confident that his product (the Kindle) will be able to survive the massive attack of Apple’s ipad. While looking at the video, study how Bezos never loses focus on the two points we described above.

Closing Comment #1

You need to have the same focus and understanding of what makes your music work for your fanbase as Jeff Bezos has for why people will continue to purchase his product the Kindle in spite of the massive success of Apple’s iPad.

Closing comment #2

We will be the first to acknowledge that following the recommendations made in this post will be both difficult and challenging. In fact, following our recommendations will require considerable heavy lifting and focus on your part. So the question you need to ask yourself  (in determining whether the work will be worthwhile) is the following: Who does your music matter to beyond You? (The way you answer this question will go a long way in determining whether you can achieve and maintain financial cash-flow as an indie artist/musical group/band/songwriter/producer/label.

Let us know your Thoughts/Comments/Counter-Points

[youtube=http://www.youtube.com/watch?v=VeReSNCT6Oo&fs=1&hl=en_US]

The Music Business Heretic © 2010 Cross Live Media All RIGHTS RESERVED For the MAKE YOUR OWN MONEY Movement……..

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Turning Page Views Into Music Sales

attorneycross On November - 9 - 2010ADD COMMENTS

The Heretic’s Comment: We found a great article from columnist Angelina Chapin providing strategies regarding turning page views into Album Sales. We highly recommend you read the entire article for yourself, but we have provided some of the article’s direct quotes for your convenience. The following is commentary centered around the band Arcade Fire’s you-tube video release entitled “The Wilderness Downtown“. Okay, enough setup, let’s check out the quotes:

Last month, the band (Arcade Fire) released an online interactive video titled The Wilderness Downtown, a collaboration with Google and American music video director Chris Milk that uses the latest in HTML5 web technology to evoke the feeling of nostalgia expressed in the band’s song “We Used To Wait.” Viewers enter their childhood street address and the video takes them on a virtual tour of their old neighbourhood. Multiple browser windows simultaneously show close-ups of your street via Google Street View, footage of a man running, and an invitation to write a postcard to your childhood self.

When you see something like that, it’s an example of ‘Wow, I guess everything hasn’t been done yet,’” says Alan Cross, host of syndicated Canadian radio show The Ongoing History of New Music, adding he’s not a diehard Arcade Fire fan. “It changed my opinion of them, and I passed it on to everyone because I think it’s so damn cool.

With more than four million visitors to the site so far, the video has surely helped get attention for the band’s new album The Suburbs, which debuted at No. 1 on the Billboard charts prior to the video’s release. Sixty-two per cent of sales of The Suburbs have come from digital downloads, compared with half that number for their previous album. And though the band’s management declined to comment on whether there was a direct correlation between the online project and sales, Jordan says it’s not about the short sell anyway. “It’s key to super-serve your core audience,” he says. “By giving things for free, it creates a culture of support where fans don’t mind buying tickets for your show or your album because they know they’re getting more value.

Adding value to a product or service strengthens your clients’ loyalty to your company, explains Nova Scotia-based new media and design consultant Brad Smith, but it has to be done in a way that makes them feel rewarded rather than accosted. Smith advises that his clients always give fans a little extra to help create a sense of exclusivity around a brand. “Social media is intimate,” he says. “When you leak details, it feels to fans that you’re leaking secrets.” For example, he encourages the varsity hockey teams he works with to leak shots of new features on their jerseys so fans can blog about it and create buzz.

Closing Comments:

We want to commend columnist Angelina Chapin again for putting together a very informative article. One of the things to pull away from reading this information is to always stay conscious of the need to reward your Fans with value in exchange for their association with your music. In terms of giving music away for free in order to build fan support, Unfortunately, we have witnessed numerous examples in our law practice where clients feel justified in thinking that free music means SONG REJECTS (music that I don’t  want to release commercially). We have witnessed clients giving away free music consisting of poorly recorded songs as well as (in some cases) songs that are not even fully produced. This is a terrible mistake, because it doesn’t build value between your music and a possible Fanbase building around your music and brand. If you make the decision to give away music for free, then don’t give your potential Fans “SLOP“. In other words, Free should not mean SONG REJECTS. Instead, Free should be viewed as an opportunity to showcase quality material (yes, let us repeat…your commercial, high quality material), so that both established Fans as well as potential new Fans have a low risk way to fall in love with your music and brand.

One last time….never, ever, ever….shortchange your Fans!!! Give them quality with all that you do (and by consistently doing so) you maximize opportunities to turn page views into Album Sales, Merchandise Sales, Live Performance Sales, Sponsorship Sales, Endorsements Sales, Special Appearance Sales, etc…!!!!!!  (you get the picture)

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http://www.canadianbusiness.com/after_hours/lifestyle_activities/article.jsp?content=20101011_10030_10030

The Music Business Heretic © 2010 Cross Live Media All RIGHTS RESERVED For the MAKE YOUR OWN MONEY Movement……..

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