A smart marketing campaign may propel your next release into the spotlight, but you can’t get there without actionable data.
Music promotion is harder than it used to be, and it’s growing increasingly difficult with each passing day. The old method of compiling a list of contacts that artists then send a generic email to with a single link to Soundcloud or Dropbox page rarely produces results. Even worse, the results such efforts do produce are hard to quantify. Here’s an example:
Let’s say I have a new single to promote ahead of its official release. I upload the song to Soundcloud, set the stream to private, and then send the share link the service offers to 500 media contacts. After a few days, I check and discover the song has 250 plays. That information is good to know, but there are many questions Soundcloud cannot help me answer: Who listened to the song? How many times did they listen to the song? Did anyone start the track, but not finish it? And if so, who?
While the low cost of Soundcloud or Dropbox has long been attractive to artists on tight budgets, the use of such services requires talent to sacrifice the most valuable thing in promotion: Data.
In this episode of Music Biz 101, host James Shotwell addresses the drawbacks to promoting music on Soundcloud and offers a low-cost alternative method of promotion that is used by everyone from Chance The Rapper to Metallica.
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No two paths to success in the music business are the same, but the decisions that need to be made along the way are universal.
Here are a few lies you’ve probably heard about success in the music business:
“All it takes is one great song!”
“The music industry runs on connections.”
“Anyone can be a music professional.”
“If you really want it, you can have it.”
“Getting mentioned by ____ changed everything.”
“If you pay to be on this playlist/gig, you will have a career overnight.”
“Every artist must ____ in order to succeed.”
“Every music professional should ____ if they want to keep their job.”
There are fragments of truth in all of these phrases, but as a whole, they each paint an inaccurate picture of life in the music business. One song is no longer enough. There are more artists than ever, and countless thousands have produced viral songs that never lead anywhere of note. Even if they did, those same artists were expected to produce another great track almost as soon as the first began to find its audience. There is no end, only short plateaus where we catch our breath before pushing further forward.
Music is a calling. There are millions who claim they want this life, but only a few hundred will actually find work, and even less than that will make music a career. Connections can open doors, but you still need talent. Those who get ahead by connections alone always end up revealing their true nature in time. Those who keep their head down and put in the work needed to learn their jobs might not rise as fast, but they will be part of this industry for longer because people will want them around. Friends are cool, and having them around is nice, but those focused on success need people willing (and able) to do the work needed. That is where the true professionals come in.
If you want to make a career out of music there is only one way to do it: Commit.
Commit to learning your craft.C
Commit to networking and collaborating with like-minded individuals.
Commit to never giving up on yourself, even when things don’t work out.
Commit to accepting failure as a fact of life rather than something you can avoid.
Commit to helping others.
Commit to never giving up, even when you don’t know what else to do.
Commit to remaining a fan for life.
Commit to giving more than you get.
Commit to celebrating your success, no matter how small.
Commit to going above and beyond what is asked of you, even if it means making sacrifices (within reason).
Commit to standing up for yourself.
Commit to admitting when you’re wrong, and to learning from the mistakes you make along the way.
There is no easy path to success in music. The good news is, that same rule applies to everyone else. Good luck.
You’re not crazy for wanting to work in the music business, but there is something you should know before your journey begins.
Everyone working in music started as a dreamer. Maintaining a career depends on keeping that dream alive no matter what comes your way.
For the past eleven years, we have poured our hearts and souls into Haulix. It is an ever-growing, constantly evolving creation that has connected a small group of music lovers from the Midwest with people from all over the world. We pride ourselves on being the best promotional distribution platform on the planet, a title we have earned through relentless hard work, but — that said — I would be lying if I told you we didn’t LOVE some comfort.
Everyone says they like a challenge, but you know what we love? Comfort. The great struggle of life is to find comfort. Comfort in who we are, what we wear, how we look, and so on. We seek comfort in every part of our lives, even business, but comfort is not something that bodes well for those hoping to make a career in entertainment.
Those seeking a role in music learn from an early age that they must find a way to prove themselves to the industry at large. The business is accepting of people from all walks of life, but it can also be a cool kids club, and getting that first bit of recognition from someone on the “inside” can mean everything to a young upstart. We’ve been there. Everyone has been there.
The problem is, once you’ve gotten to know your peers and you’ve found work that feels more or less secure things can become stagnant. You remember the kid who wanted nothing more than to be a part of the music business and — having accomplished that — you’ve grown comfortable with your place in life.
We’ve done similar things following significant developments here at Haulix. We feel pleased with ourselves or our accomplishments and decide that it’s “good enough.” What we’ve learned over time is that nothing is ever good enough because the work is, at least in our minds, never complete. A musician never finishes songs, primarily after writing one that takes off. Musicians write because that is what they do, and like musicians so should you continue chasing your passion.
There are no peaks or endpoints or goals in this business. There are only the plateaus created by your own lack of creativity and self-propulsion. There will always be another problem to solve and another thing to invent. There will always be another story to tell, another album to review, and another press release to be written. If it matters to you, then it continues to matter, but if you lose sight of why you started down this path, you will lose yourself. The only way to keep growing and continue developing is through a constant set of personal challenges. The pursuit of a craft has no destination because the journey is all you ever need.
If you’re feeling burnt out, it may not be because you failed, but rather because the challenges you’ve set are not in line with your real passion. Maybe you’re chasing something that you never really wanted in the first place because it’s easier than admitting you have to return to the beginning to go after what you desire. Maybe it’s none of those things and something personal to you and you alone. The point is, you cannot allow yourself to lose sight of that fire you’ve known from the very beginning. The light that first made you do whatever you did to get in the door. You challenged yourself to get here, and you must challenge yourself to continue. No one can do it for you.
And to be clear, that lesson is one you will need to learn again and again. We always struggle with our place in the industry, and we are still searching for another way to reinvent ourselves to match the changing needs of the music business. We know a vacation would be nice, and we may even take an entire Saturday to ourselves, but in the back of our minds, there is always more work that needs to be done. That constant motion of the industry is unstoppable, and the only choice we as professionals have is to learn how to ride the waves as they come. Sometimes you’re on top, sometimes you’re pulled under the current, but you can never lose sight of what got you here in the first place.
The following post is the latest in our ongoing content collaboration with the fine folks over at SonicBids. If you ever need advice on life in the industry and you cannot find it here, we highly suggest giving their blog a shot. In fact, just bookmark both our sites and improve your quality of digital life tenfold.
Getting your new band off the ground isn’t exactly as easy as it sounds, and it doesn’t sound that easy in the first place. So where do you start?
With so many great bands out there, it’s not always easy giving people a reason why you’re special or why your songs are worth their precious listening time. However daunting it may seem, it ispossible, and you can do it. Follow these essential first steps to get your band off the ground now.
1. Choose a strong band name
The first thing you need, of course, is a name. A great band name should be catchy, original, and above all else, it should give an accurate picture of what your band is all about. Try not to stress out about finding the perfect band name instantly. Relax, jot down ideas when you have them, and take your time choosing a name you’re going to be proud to stand behind.
2. Decide on your sound
One of the biggest killers of bands with great potential is when “creative differences” arise and completely destroy productivy and your momentum. When you’re first starting out, it’s a great idea to make a simple decision as a group as to what you want the band to be all about. This will sidestep a ton of confrontation down the line and provide direction to work with. As time goes on, it’s important to keep an open mind to healthy change and growth, but in the early stages, it’s a wise choice to agree on focusing the group’s energy in a particular direction.
3. Decide on your image
Hand in hand with the sound of your band is your image. Ideally, the musical decisions dictate the branding ones, but either way, image really is half the experience. By taking the small amount of time necessary to decide how you want the band to look, you’ve suddenly doubled your marketability. You don’t need to all wear matching bowties like a barbershop quartet, but hey, if it’s appropriate, go for it!
4. Create and sign a band agreement
Sooner or later, you’ll thank yourself for writing up a band agreement. A band agreement is a contract agreed upon by all members of the band that can outline responsibilities, schedule commitments, song ownership, finances, and more. You may never need to use it, but it’s always a smart choice to be prepared.
5. Write your first songs
Once all the preparations are set, it’s time to get down to the music and start writing songs with your new band. Songwriting can sometimes be intimidating because you’re putting yourself out there to be judged by anyone, but try your best to keep those thoughts out of your head when writing, as they’ll only hold you back. Don’t get frustrated if things don’t come out perfect on the first try. As time goes on, you will undoubtedly progress and grow as a songwriter. In the beginning, focus on sending people a clear, honest message on what your band is all about.
6. Agree on a rehearsal schedule – and stick to it
Just like how you’ve gotten good at your instrument by practicing, your band can only get good by rehearsing consistently. The sooner you schedule regular rehearsals, the sooner your band is going to be on the fast track to glory (or at the very least, stop sucking). Round up the crew, fire up iCal, and set those biweekly dates ASAP.
7. Get your online presence up and running
You’re a band in the 21st century – act like it! Bands communicate the same way as everyone else: the internet. Set up a tightly knit social media presence, website, and EPK, and use them to their full capacity to reach out to potential fans and industry people. Just make sure you follow these steps in order and have your image planned out before you go posting bathroom selfies to your Instagram.
8. Create your email list
The wise older brother to modern social media, the email list is the old-school steadfast method to reach out to your soon-to-be fans. In a world where organic Facebook reach is dwindling more and more, this is a tried-and-true method to reach out to fans directly – don’t sleep on it.
9. Book your first gig
The time has come. You’re ready for the stage. It’s time to book your first gig, but the most important thing is to do it right. Choose the venue, the line-up, and the date wisely. You want people to go home talking about how it was the night of their lives, how they can’t wait to do it again, and mostly… about you! Don’t rush your first gig. Make it a memorable occasion, and you’ll have many more to savor.
If you’re short on personal connections with venues, Sonicbids is the easiest way to get your music in front of a network of 20,000+ promoters and talent buyers who are looking to book up-and-coming bands. Get more details here.
10. Record your music
Finally, the recording process. You gotta have music to get your band off the ground, and that music’s gotta be good. Before you record, find yourself an engineer you trust. This is going to make the difference between an amazing experience and a near-death experience. You might get a couple gray hairs during the recording process, but when you hear the final product of something you wrote, there’s truly no feeling like it.
Max Monahan is a bassist and a writer living in Los Angeles. He spends his time working for an audio licensing website and shredding sweet bass riffs.
