A few Weeks ago we gave you a run down of 6 things to avoid doing if you don't want to be shit. Now here's 6 things to do if you want to be not shit.
1. Copy What Works - But Remain Authentic
Take a look at what successful bands do for promo, the venues they play etc, and then do something similar, play at the same venues etc. You don't need to exactly copy the idea, just the actions involved.
Get to know other local bands. This allows you to benefit from each other's experience and contacts.
For example: A band has a gig in a new area and they have a very successful marketing effort, resulting in a gig with a sell out attendance.
Get the answers to these questions:
- What quality of leaflet was used? (design, paper etc.)
- Where were the leaflets distributed? What streets and times etc?
- How many leaflets?
- How long pre-gig were they distributed?
- Were posters used? What size? Where were they placed?
- Was the gig plugged on local radio? Internet radio?
- Was the gig promoted in the local press? What press? What method (interview, article, listing etc)?
- Where was the gig?
- What day was the gig on?
- What else did the band do to promote the gig?
- Where and when before this did the band play "near" this venue?
- Do the band have any contacts they could / would pass on? Would they introduce you?
Gathering knowledge of this kind from bands you know, meet etc can be very, very valuable method to improve the odds of your own success. Make sure you ask the right questions and write down the answers. It's definitely worth your while.
However, and this is important, don't be daft about it. The point we are stressing here is to look at the "types" of things that successful bands are doing. Don't just go copying out right what somebody else is doing. All you will do here is piss off potential networking opportunities and more importantly, you'll just look unoriginal.
2. "Education, Education, Education..."
That's right, we just quoted from Tony Blair's 1997 election campaign. And what? But seriously, war criminals aside, educate yourself on standard music industry processes, procedures and organizations. You can get a lot of help and support, source funding etc plus gain understanding of contracts and how the various music industry businesses interact.
There are actual books on this stuff. However, if that's too much trouble, think YouTube. The holy grail of all fast-food knowledge.
This level of understanding is invaluable when it comes to negotiating contracts. If you are going to trade something away,you should what it is and any value attached to it.
Gather market intelligence about your local and national scene. Knowing the key venues in not only your local area is not enough. Become familiar with the key venues in the main cities you would like to play in. Get to know where are the new bands breaking on the scene? What venues do A&R men, tastemakers, song pluggers, Music press, local celebrities and bands go to? Where do they all go to see new and exciting bands? Those are the venues you should become familiar with the venue, the staff, and regulars.
3. Networking, AKA Being Friendly
As Peep Show's Super-Hans puts it: "it ain't who you know.. it's who you blow"... Ha! No but seriously, you don't need to be an arse-kissing sycophant in order to network effectively. Established people in the industry expect to be approach by fresh blood, it's just how it works. Trust us, by being open about your intentions and polite, people will open up to you and even lend a helping hand.
Networking and growing your local and music industry contacts cannot be underestimated.
Who are the important people locally? Who are the DJ's and radio program controllers, music journalists, band managers, promoters, agents, music lawyers, indie labels... even music gear manufacturers!
Get to know them! Go to gigs, parties and events where you can mix with these people. The more you go to , the more you get invited to. These are not simply chances to party.
Remember you are there for business reasons, not to get drunk.
Networking provides contacts AND opportunities. Opportunities that you would otherwise miss out on. So make sure you network!
4. Build Your Fan Mailing List
Make and keep in contact with your fans. Tell them your band news directly. This is one of the best ways to build an active fan base and to reduce the impact of illegal downloads on your recording based income.
Build your fan mailing list online, and by getting people to sign up at your gigs. At gigs get an extended band member (manager, roadie etc) to man a "stall" with info about the band, any merchandise, and signing fans up to your mailing list using their email addresses. Ideally provide internet access and directly add the email addresses to your fan mailing list.
5. Build Your Presence Both Online AND Offline
It doesn't need to be one or the other, build both!
Make all your efforts pay off in both worlds. You can use your fan mailing list to get fans to a gig, but video the gig and then post it or parts of it online. Build in the benefits of being a member of your fan mailing list. For example, make one song available to the everyone, while reserving the bulk of the video for the members of your fan mailing list.
Remember people nowadays are fucking lazy. They like 60 second cat videos. That is what you have to contend with. Be funny. Entertain people. Stockport's new boys on the block Blossoms have been great at this. Check them out on YouTube.
Build your band website. Include music, videos, images, news, and any special offers for your fans and visitors. Use social networking, forums, blogs to get breadth and then focus on one at a time to build depth. Consider hiring an online music promotion service to help promote your band.
If you are a bedroom musician obviously the internet offers the more obvious option to get your name and music out there, but you should perhaps think about what you can do in a real world sense, even if that is playing acoustic or unplugged gigs. Videos of these can then be turned into a nice bonus for fan club members, and they can also be used to raise awareness of your music on a more local basis.
6. No Substitute for Hard Work
This will be a relatively short paragraph. You know yourself, if you're not putting in the hours you're never going to make it. That means rehearsing 5 times a week. Constantly interacting on Social Media. Gigging at least once a week. There needs to be an understanding that record labels and prospective fans don't just pick you up out of the goodness of their hearts. You have to be visible against the thousands of other bands in your area alone.
If you are serious about making it, you need to be prepared to commit. That means keeping the partying down to a minimum. Don't get us wrong, finish your set and go enjoy a good few jars. Don't try and be the next Pete Doherty. You'll just look a cock and nobody will want to have you on their bill. Also, avoid cocaine at all costs. We all know it's flying around everywhere these days. To be blunt, it's well known as being a drug that does nothing but stifle creativity.
On that note... Go make it happen
Peace x
