Online music promotion is an essential part of any artist’s successful marketing campaign in the “new music” business model.
The music business has been forced to change its business model as a result of the internet. This in the long term is good for musician’s bands and artists as they have more control of promoting themselves online using the various platforms of web 2.0 and are not as beholden to record companies as they were.
So how do we market music online?
Well it’s the same 3 step plot that’s always been there.
People hear music – People like the music – People buy the music
It’s almost as simple as that!
1. People Hear Music
Radio has traditionally been a very successful driver of album and single sales. People want and need to hear the entire song and need to hear it several times until it gets into their subconscious.
So do not bother with 30 second samples and streaming. Let the fans download specific music tracks for free and allow them to integrate your music into their daily lives.
2. People like Music
Having heard a song a few times people may decide they love the song and become fans and they will pay some money later once you have got them into your marketing funnel.
As opposed to letting them hear 30 – 40 seconds of the track and then they just move onto the next thing that’s on offer.
3. People buy Music
Once you have established a relationship with that fan and they have received free music from you or your artist you can start to think about building an economic relationship with the fan.
Giving music away is part of your online music promotion and so is selling music. I am not just saying give all your music away and make money on the live concerts and gigs. This goes much deeper into the psychology of selling.
Fans will buy music and associated products like Concert tickets and Merchandise.
You cannot convert a music browser into a purchasing fan in a few minutes. They need to hear the song around 7 times and feel a rapport with the artist.
Once the fan has downloaded free songs and you have established that relationship with them. You are now able to connect with them via Twitter, Facebook or YouTube and send them marketing messages.
Hear music – Like Music – Buy Music
ABC – It’s that simple and obvious. It has always been true and it still only happens like that. Make sure your online music strategy follows this well trodden path.
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