I love that quote from Patrik Larsson at the “When Management Goes Label” panel. I think he was not only referring to the musician-manager relationship as well, but also the fan-musician relationship. The manager is going through as much shit as the band to get to the top. I’ve seen it first hand and every first-time manager will say the same thing. However, let me go over that fan-musician journey because not every band has a manager, but (hopefully) everyone has and wants more fans.
Being a fan of an unknown or up and coming band is exciting, so bands need to capitalize on that energy and passion. Street teams work well with the right people because word of mouth marketing is more effective than the band spamming random people. Also, it makes those select fans feel special and directly a part of your growth. However, don’t try to take advantage of the naivete or love of your music.
As the band grows, make sure you’re growing with the fans and show them your appreciation. Reply to their messages on MySpace, personally thank them in blogs and vlogs (note: if you can be mention a few people specifically, all the better), reply to their tweets, thank them in your newsletter, talk about them on stage at concerts, thank them in the linear notes of your albums…basically take them with you to the top.
A couple weeks ago, John Mayer announced that he was having an “intimate” show at Beacon Theatre where a majority of the audience would be members of his fan club. Regardless of whether it’s a private show, exclusive content, or advanced tickets, make your fans feel special and feel apart of your journey to rockstardom. After all, they’re the ones who helped you get there and will be paying your mortgage in a few years.
CMJ 2009 Part 1: Major Label Boogie or DIY
28 10 2009As you may or may know, I had a panel this year at CMJ called “Being Your Own Label”. I thought I would apply my panel to one that Chris Schlarb and I went to on Tuesday called “A Full-On Major Pitch Session” where panelist Evan Lipschutz described the concept that is the first half of the this post’s title. However, there will be a whole post devoted to all the topics we discussed in my panel in the next couple days….stay tuned.
The Major Label Boogie is taking a band who sells 50,000 copies and taking them to 100,000+, which is where majors often have excelled in the past. They have the machine behind them to pump out a hit (not as many as in the past though), but a major can’t you from 0 to 50k…they just can’t. Also, please don’t expect a handout from a label because your band is “totally uhhh like Nirvana with a dancebeat” or “Jamiroquoi meets Steely Dan”. Record labels aren’t charities; they are looking for ROI (return on investment) from your music and are taking more from you than in the past to ensure that they get compensated (referring to 360 deals). If you aren’t entrepreneurial-minded, then maybe a major is for you, but it’s not a necessity like it used to be and I’m reeeeeeeally glad that Andrew Keller admitted that on Wednesday afternoon at “So You Want A Major Label Deal?”.
As I’ve always said before, you’re better off building a team (two or more of the following: agent, manager, publicist, lawyer, and possibly some interns) and cultivating a fan base on your own. More importantly, DON’T WAIT for anyone or anything. The world isn’t waiting for you, so you shouldn’t wait for it. Proceed as planned. Keep making good music. Market it in places your fans might be. Give it to them through the medium they want and a price they want to pay. Basically, do the boogie on your own (and on your own terms) if you got the stomach for it.
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Tags: 360 deal, A Full-On Major Pitch Session, agent, CMJ, CMJ 2009, DIY, fans, lawyer, major label boogie, manager, music, music marketing, publicist, record label
Categories : Career Advice, CMJ 2009, Industry Commentary, Live Music, Music Tech