Neil

The new buzz?

Obviously the "model" is changing for bands and labels. We've started a new label here in Louisville, KY and I'm wondering what people think is the way to get a new band out there. Blogs? Satellite Radio? Word of mouth? Ads in magazines like Paste or (the now unfortunately defunct No Depression...something else? How do you hear about new music and how do you buy it?

Neil
www.departurerecords.com
www.edgehillavenue.com

Tags: alternative, americana, blogs, country, forum, magazines, media, music, new, radio, More…satellite

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JonPermalink Reply by Jon on March 14, 2009 at 12:20pm
A few experiences:

Check out Yep Roc's model. Through their newsletters and online marketing they've created a lot of brand loyalty. I get emails on all of their major releases, a weekly email on all their artists touring, notice of free downloads, marketing specials, and so forth. I discovered the label through one regional artist, and now I buy a lot of albums just because they're Yep Roc releases. I wish Bloodshot would take a lesson from Yep Roc, I'd love to get the same stuff from them.

The other day I clicked on an ad in my Google email, I think it was to win a free Les Paul. Normally I never click on stuff like this, but this didn't seem gimmicky, and got a skeptic like me to click. It was a targeted Google ad, they probably picked up on my music related emails. They offered a free album download by a blues band, and it was a decent album. It caught my attention, I toured their website, even checked back in a week to enter another giveaway. BUT: They never followed up on anything. They had me - I was ready to buy. Another release, an album from another similar artist, or something related. Their Google advertising dollars worked - but they didn't follow up.

Anyway, no real advice but thought you might find this helpful.
Jason Paul JohnstonPermalink Reply by Jason Paul Johnston on March 15, 2009 at 7:45am
I'm just finishing an excellent book called "The Long Tail" talking about how new business is "selling less of more." Fewer hits and more niche, essentially. You should read it for yourself because americana music fits into the long tail. But the big question is: now that distribution has been democratized (everyone can make a cd and make it available to the world - either digitally or otherwise) how do you get your music to rise to the top and actually get people to cough up some money so you can make some more?

The book talks about one key being "amplified word of mouth." A friend talking about such and such CD is much stronger than seeing an ad (and cheaper!). The amplifying force is the internet: A conversation is heard one person, a blog is read by thousands, a high level review read by tens of thousands, etc.

Just a few thoughts to take or leave. But read the book! I'm going to blog about it someday and summarize the thoughts for musicians because it's really applicable. I'm just finishing my own album and it's all stuff I'm thinking about as well, so I'm up for more conversation about it.

- Jason Paul Johnston
NeilPermalink Reply by Neil on March 15, 2009 at 8:36am
Thanks, I'll look that up. I agree that word of mouth is probably the most powerful, just where do you hire the word of mouth promoters though...lol. I was discussing this very thing with a marketing friend of mine lately. Blogs are so inundated with new bands I think you almost have to hire a publicist to get space in the popular ones anymore.
Justin LewisPermalink Reply by Justin Lewis on July 19, 2009 at 8:53am
A good portion of the new artists I discover are found on internet radio - especially Pandora.
Mercy BellPermalink Reply by Mercy Bell on July 23, 2009 at 12:55am
As a listener, I look for mp3s and blogs (and NPR). But word of mouth and mixtapes from friends are still how I discover the bulk of my music. In terms of live music, here in Brooklyn it's just an inundation of bands, so I try to find out who I know personally, or who my friends like.
NeilPermalink Reply by Neil on July 23, 2009 at 5:36am
Speaking of Brooklyn, we had Edgehill Avenue in the Forecastle Festival Kickoff Party recently and there was a great band from Brooklyn playing there....Chris Cubeta and the Liars Club. Cool guys and good sounding band!
StovallPermalink Reply by Stovall on July 26, 2009 at 6:06am
I regularly check out music blogs - some of them are just like talking to a friend with the same music taste who knows about all the cool new bands! And internet radio is great!
Brendan McCloudPermalink Reply by Brendan McCloud on August 5, 2009 at 9:18am
Hello,

I don't listen to radio and I haven't bought a CD in a while. I find artists through searching the net and on my friends' sites on myspace. I tend to have myspace friends who like what I like and they have good links to some great artists that I would not have discovered otherwise.

I don't like getting spammed by artists however myspace is good place to allow mass contact so you can see what other folks are doing and send out your own updates to friends.

I joined No Depression for that reason as well since I see a mix of artists and fans not just artists.

Internet radio is good as well, however being on a stream (with little or no royalties) won't get you anywhere. Being a featured artist is better but you have to find that niche.

Its easy to discover new artists, but being discovered as an artist by enough people to make a living is what's difficult.

No matter what, thinking out the new realities is important and then finding out how to sell yourself takes hard work and tough skin. I think that working both on the internet and in real space is the best way to go.


Brendan McCloud
Marybeth D'AmicoPermalink Reply by Marybeth D'Amico on August 5, 2009 at 10:51am
I swear by last.fm. But it has worked for me because I'm an active user and music lover as well as an artist. I never push my music on people, I strike up friendships. That takes time but it's working for me. I won't get rich from it, but I find it a really valuable online tool, if you know how to use it correctly.
Keith BatesPermalink Reply by Keith Bates on August 15, 2009 at 7:14am
As a songwriter and artist in a duo currently I can see mining the depths on the No Depression site(not so defunct in that regard), also myspace and facebook have exploded. Our own experience(REDD WYNE) has been great since we finally got exposure on myspace and beginning on facebook. I got introduced to No Depression through one of my local singer/musician friends through facebook. Go figure. For us to be exposed to a new label who might be interested in our sound, maybe this is the way to go. It has enhanced us getting gigs as well. They check our www.myspace.com/reddwyne url and can see where we are coming from. And listen to streaming radio stations, college and independent alternative. Also for my own shameless self promotion, I have uploaded 3 of our songs here and have 6 songs myspace. Give them a listen if you will and let us know what you think.
mojobonePermalink Reply by mojobone on August 27, 2009 at 6:14pm
Well all the old ways still work, particularly word of mouth; it's just that there are a lot of new ways get the word. Recommendation engines like Last.fm may end up being more powerful than radio was. I try to focus on building an audience in meatspace, but my band has received offers from some high-profile clubs and festivals through MySpace.
tom whitePermalink Reply by tom white on September 9, 2009 at 6:30am
I use XM radio the Village Channel 15 for Folk & Americana new music. Buy them at Amazon & CD Baby

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Created by No Depression Feb 17, 2009 at 9:06pm. Last updated by Kyla Fairchild Jul 6, 2011.