| Let's face it, the wildfire spread of web-based portals | | | | are getting better results.Provide a link on your |
| designed to introduce independent music to the world | | | | website and newsletters to all of the sites you use |
| has created a bewildering array of opportunities and | | | | to promote your music. Remember your website |
| costs. So where do they all balance out? When does | | | | visitors are your hardcore web fans and are the |
| the cost of signing up to yet another music | | | | most likely to check out and spread the word about |
| promotion service yield results? What results are we | | | | your spot on other websites. So encourage them to |
| looking for anyway?The key is to make your web | | | | visit your profile on other websites. At the very least |
| promotion targeted, systematic and rich.What is the | | | | it raises your stats on those websites - making your |
| main drive for independent artists promote their | | | | music look more popular!Try to create a ring of sites |
| music on the web? The fundamental incentive for | | | | that link to each other though the content you |
| web promotion is the opportunity to get your music | | | | supply. For example, you might have your music on |
| heard by people who might otherwise never know | | | | your own website and two other showcase sites - |
| that you exist! If people know you exist they can | | | | Site A and Site B. Your site should without a doubt |
| become fans and repeat-listeners. Which of those | | | | link with Site A and Site B. Site A should link with |
| fans buy CD's and downloads? Targeted listeners.The | | | | your site and Site B, Site B should link with your site |
| most important goal of web promotion is to attract | | | | and Site A and so on. What if these sites don't allow |
| targeted listeners.Any independent artist who says | | | | you to setup links to other sites? Put a web address |
| they use the web to sell their music has missed the | | | | in the areas where they do allow you to supply |
| primary target - attracting targeted listeners. | | | | content. Like biogs or descriptions.The ultimate aim of |
| Attracting targeted listeners should be every | | | | linking all your sites is to provide your listeners with a |
| independent artist's first priority. Remember, you | | | | variety of access points to your music, as well as |
| don't sell your music - listeners BUY your music. It's a | | | | access to the different ways various sites may |
| buyers market. The more targeted listeners you | | | | deliver your music. Remember to link to your specific |
| have, the more sales you make - provided you are | | | | page on the site and not just the site itself. Your site |
| systematic in getting your targeted listeners.The best | | | | linked with a site that play your tracks on Internet |
| way to get targeted listeners is to be | | | | radio, linked with a site that sells your downloads, |
| systematic.Many artists tend to approach their web | | | | linked with a site that sells your CD's provides for a |
| promotion thinking that since they have a website | | | | powerful combination of exposure.Be RichWithout |
| and have signed up to a couple of artist showcase | | | | money! That is the challenge that most independent |
| sites, that the listeners will just come pouring in. Yes | | | | artists face. The conventional approach to selling |
| you have managed to target some potential listeners, | | | | music is that it should not be too readily available to |
| but you still have to shout, "Hey, over here...you'll like | | | | listen to, should the incentive for listeners to actually |
| the sound of this!" A systematic approach to getting | | | | buy albums be undermined. This has persuaded |
| listeners to hear your music will attract and maintain | | | | independent artists that they should limit web |
| their interest. But remember to make sure you have | | | | listeners to low-quality snippets of streaming |
| the content ready for the listener to enjoy.Sites rich | | | | audio.Independent artists have to remember they |
| in content will retain your targeted listener.In the | | | | don't have the resources and finances to support the |
| independent artist's case, the rich content is the | | | | "shotgun approach" of spraying their music across |
| music. This may seem like old news, but look at the | | | | radio and music television. Big artists have big |
| amount of independent artist websites that give the | | | | companies behind them that need to recoup the |
| visitor loads of info about the band but very little (or | | | | costs of mass media exposure, and therefore try to |
| hidden) ear candy. Music should be the first thing a | | | | limit the extent to which listeners can sample their |
| visitor gets. At the very least they need an obvious | | | | music on the web. Listeners have already heard the |
| link to where they can listen to your music. And not | | | | music and are trying to find a copy of their |
| just one or two tracks but a variety of your music. | | | | own.Conversely, listeners haven't had a chance to |
| Independent artists have to remember they have | | | | listen to independent artist through conventional |
| not had the radio exposure to model the | | | | media. Therefore independent artists can't assume |
| presentation of their music after more well | | | | that people will buy their music off of a website if |
| established acts. Listeners need to be convinced they | | | | they don't get a chance to really listen to it. If people |
| like your independent music before they will buy it.So | | | | have already heard an artist's music, and like it, the |
| the question is how to make your web promotion | | | | value they pay for is in owning a copy they can play |
| targeted, systematic and rich?Tips for Targeting.The | | | | whenever they like. If people have not already heard |
| best targeted listeners on the web will be those that | | | | an artist's music, the value is in being able to sample |
| make it to your website. Find a way to know who | | | | as much of the music as possible.So being rich is |
| they are. Setup a newsletter and make it easy to | | | | providing your listeners with as much of your music |
| sign up to it. People interested enough to want to | | | | as they want to listen to before they buy it. Now |
| receive news about you are your hardcore web | | | | you don't have to make all your tracks available for |
| fans, keep them happy.The next best group of | | | | free download, but you can provide good quality, |
| targeted listeners are those that hear your music on | | | | full-length streams that impress the listener and |
| other sites. Try to pick sites that allow listeners to | | | | enhance your sound. Not tight-fisted snippets that |
| link to your site. If they like your music they might | | | | lose the listener because they are lo-fi and over |
| click on that link to visit your site. You can then find | | | | before they attract the listener's interest.Being rich is |
| out where these visitors are coming from. Find a | | | | also making your music available in a variety of |
| good web statistics package that lets you know | | | | formats for different audiences. Telling fans that your |
| which sites your visitors are being referred from. | | | | music can be heard via Internet radio, on-demand |
| Take note of those sites and focus your efforts | | | | streams, mp3 downloads and mail order CD means |
| with them accordingly.When choosing sites on which | | | | you can appeal to listeners who prefer more than |
| to promote your music, check to see if they offer | | | | one type of media. You can also use your web |
| any individual stats relating to your music. Like how | | | | promotion to go beyond simply plays and sales - |
| many track plays or page views you and your music | | | | consider licensing.Licensing your music for use with |
| receive on their site. This way you can check in | | | | television, film, advertising, websites, video games |
| periodically and monitor your performance with these | | | | and other multimedia will open up your listening |
| sites.Systematic Steps.The key to being systematic | | | | audience, provide revenue and introduce a degree of |
| is organization. Keep a note of all the sites you use | | | | professionalism to your career that attracts the |
| to promote your music, a brief description of what | | | | notice of industry reps and A&R. Adding this depth |
| they do and how much it costs. Try to get into the | | | | to your web promotion helps to enrich the |
| practice of monitoring all of them regularly. Take note | | | | presentation of your music and retain targeted |
| of which sites are getting better results than others | | | | listeners.So remember: a) maximise your targeted |
| and focus your efforts accordingly. You might pay | | | | listeners, b) be systematic in obtaining them, and c) |
| for minimal promotion on one website, while another | | | | retain them by making sure your own site and other |
| gets you loads of listeners for free. Naturally you'll | | | | sites are rich in content. |
| want to put more effort into updating the sites that | | | | |