Tag: market your band

Categories
Artist Advice Editorials Industry News News

What Artists Can Learn From Machine Gun Kelly’s New Album

Machine Gun Kelly

Machine Gun Kelly’s fifth studio album is on track to be his most successful record yet. How did he pull that off?

Machine Gun Kelly, known to family and friends as Colson Baker, is doing the impossible. His fifth studio album, Tickets To My Downfall, is quickly becoming his most successful release to date. More impressive still is the fact that all this is happening off an LP that sounds nothing like his previous work. Such occurrences are incredibly rare, especially in the worlds of rap and rock, but MGK is finding a way to make it happen.

To put Machine Gun Kelly’s accomplishment into perspective, readers must consider that he’s been actively releasing and touring in the public eye for a decade. MGK spent the majority of that time squarely in the world of rap and hip-hop, which found him delivering a string of successful singles that rarely, if ever, gained the attention he felt was earned. He recently went as far as to say he felt ready to leave music altogether, but creating Tickets To My Downfall gave him a fresh perspective on creativity.

The fifteen track, thirty-five-minute release finds Machine Gun Kelly transitioning to the world of pop-punk with reckless abandon. Each song boasts driving guitars, thunderous drums, and themes of living life to the fullest while throwing a middle finger to anyone who claims it’s time for Ohio native to act his age. It’s the kind of album one might expect blink-182 or Green Day to release twenty years ago, and the alternative scene is embracing it with open arms.

In this episode of Music Biz 101, host James Shotwell breaks down five key lessons that artists can learn from MGK’s latest success and what the album’s rollout tells us about the future of music marketing.

Don’t have time for the video? Here are some takeaways:

  • Experimentation is key. MGK is internationally known for his talent as a rapper, which made releasing Tickets To My Downfall a significant risk. By better on himself and creating a quality record, MGK not only brought his fans into a new genre of music but made new fans in the pop-punk world who may otherwise never listened to his music.
  • Please keep it simple. In addition to introducing a new sound, Tickets To My Downfall also gives MGK fans his most straightforward work to date. Most people will need only one listen to understand the record, but they’ll keep coming back because they can easily connect with its messages and themes.
  • Be real. Machine Gun Kelly has always shared true-life stories in his music, but this record removes the hyperbole typical in hip-hop to deliver music that is undeniably real. The songs on the record are not so much the story of MGK, but those of Colson Baker, the young man trying to remain sane in the crazy world of entertainment. Fans may never live the moments found on the album, but it’s depictions are in such vivid detail that it’s not hard for listeners to put themselves in Colson’s shoes.
  • Wring everything you can out of each single. The rollout for Tickets stretches throughout 2020. MGK has mastered the art of making the most out of every press opportunity. Each song has teasers that lead to an official release, followed by lyric videos, official videos, performance videos, stripped performances, and more. Add to this the fact he’s always engaging with the press, and MGK has made himself a staple of the pop culture conversation without burning a lot of the album’s best material.
  • Embrace the ‘Deluxe bump.’ When news broke that MGK may reach number one on the Billboard charts, he quickly dropped a surprise deluxe version of Tickets that contained several additional songs. The new material put the album back in the news, making sure fans continued streaming the record. It’s a bit of a cheap trick, as the song could fit the original release, but it’s a good ploy to keep the press (and listeners) paying attention.
Categories
News

How To Get Ahead And Win Fans In Music Today [VIDEO]

Most musicians are terrible music professionals, but with a few changes, anyone can make strides toward success.

There are great artists making music with the potential to change countless lives that will never be heard by anyone outside of their immediate circle. Is that because the industry doesn’t care about talent or that there are too many talented people trying to get ahead? NO! It’s because many musicians have no idea how to treat their career as a business, which is the only way most get ahead in music today.

For the sake of simplicity, let’s assume you have great songs. You won’t get anywhere without songs people want to hear, so if you’re reading this, I will you are a capable songwriter. You have to believe this as well, but we’ll get to that in a minute.

I spend a lot of time working with musicians who have all the pieces of a great career; they have a specific look, strong branding, memorable songs, and a fierce devotion to their craft. The problem is, those same artists cannot bring those pieces together in a meaningful way. I can’t fix that for them, but I can share the same advice I offer all of them:

You need a PLAN!

Most artists know where they want to go in their careers. They say things like, “We want to headline stadiums,” or “we want a platinum single.” Far fewer artists know how they’re going to reach those goals. Success in music requires planning, and that applies to all facets of your career. It would be best if you had a release plan, a promotional strategy, a social media plan, and a practice plan. What you’re going to do is not enough. You need to know how you’re going to get there, and the step you’ll take along the way. BE SPECIFIC.

Stop making excuses

We make excuses for everything. We want to promote ourselves, but we don’t have a budget. We want to have a cool logo, but we don’t know how to design things. We want to write a great melody, but our previous attempts fell flat.

Excuses are hurdles we put in front of ourselves to justify not working harder to achieve our dreams. They give us a reason to abandon our dreams and settle for less than we truly desire because we convince ourselves our goals are out of reach. That kind of thinking has ruined countless careers, and it will ruin yours too unless you make a change.

Starting today, commit to overcoming excuses. Work with a smaller budget, learn to design, write bad melodies until you find one that works, and do whatever else needs to happen so you can live your best life. Be the person you see yourself becoming rather than someone who gets defeated by walls they build in front of themselves. There is always a solution. It may not look or feel the way you thought it would, but that’s okay. Just keep going.

Focus on the fans that matter

Social numbers aren’t everything. Monthly Spotify Listeners do not determine your value as an artist. I’ve seen musicians with millions of digital followers play to empty rooms, and I’ve watched as complete unknowns sold-out places those so-called stars could never fill.

Digital stats don’t matter unless they translate to actual sales. One-thousand fans buying your album for $10 is worth more than 1,000,000 people streaming your new single and never listening to your music again.

Quality over quantity is key to building an audience. You need to stop worrying about the size of your fanbase and start concerning yourself with engaging your current fans in a meaningful way. Figure out the content your fans want to see, produce it regularly, and keep engaging with them as much as possible. Make them feel as if they’re indispensable to your career, and they will do everything they can to convert others to your fandom.

And above all else: Be yourself

Every notable entertainer today is viewed as being authentic. Their careers are made possible because fans believe they know the artist or group on a personal level. They feel like the talent’s best friend even though they’ve never met.

Being your true self is the only way to get ahead. You might be able to craft a hit song without putting yourself into the lyrics, but the success won’t feel as good or worthwhile if your soul isn’t in the product. You don’t want to end up on stage every night performing material you don’t care about, and your fans don’t want to pay to see that. Give the people the one thing only you can provide: Yourself.

Categories
Artist Advice Editorials Industry News News

Singles Vs. Albums: What Works Best in 2020 [VIDEO]

The debate on the best way to release music rages on, but we can help decide what will work for your career.

Streaming changed the business of music forever. That statement has been repeated over and over for the last decade for good reasons. The music industry looks nothing like a did before services like Spotify began luring consumers away from physical media. From how we enjoy music to the amount of music consumed, the number of opportunities for music discovery, and the way an artist makes money, everything is different. Some changes are good, others not so much, but the only thing artists can do is adapt.

Recently, we spent a week in Los Angeles speaking with labels of all sizes about their approach to releasing music and signing artists in 2020. Almost everyone we talked to told us they struggle to break new artists in the current media landscape. Some are even changing their signing offers to focus on singles first as a way to ensure they don’t spend too much developing an artist that goes nowhere. They believe in new music, but they also need to be economical.

With this in mind, we got to thinking about unsigned artists and how they can best approach a career in the streaming age. There is no one way to establish yourself. What works for some musicians will not work for others and vice versa. That said, we can give you the insight you need to decide what is best for your career, which is precisely what today’s episode of Music Biz is all about. Check it out:

Categories
Artist Advice Business Advice Editorials Haulix News

Why Artists Need To Be More Patient With Securing Press Coverage

Anyone can find someone to post about their music, but finding the right place to promote your next release takes time.

The state of music is pretty wild right now. There are more artists than ever releasing more music than ever onto platforms that more people can access than anything that came before. The opportunities for exposure and fan creation are limitless, yet meaningful engagement and promotion are increasingly rare. People are distracted, and who can blame them? 

The music discourse is increasingly splintered. There are countless blogs and podcasts and YouTube channels claiming to know what you should be listening to, but most struggle to retain an audience as much as the artists they support. Even the biggest publications, like Rolling Stone and Alternative Press, are struggling to stay on top of everything in today’s marketplace. The reasons for this are numerous, but they largely boil down to being driven by what gets clicks over what is most important or engaging. New artists and songs from unknown talent generate far less traffic than the latest insta-update from an arena headliner. That is a hard truth pill to swallow, but it’s nonetheless true.

Some artists will tell you it has never been easier to get press coverage, and in some respects that may be true. There are an infinite number of outlets in existence, and if you email enough of them you are bound to find several who are willing to post about your latest endeavors. However, posting alone does not benefit an artist. You’ve heard the question about whether or not a tree falling in the woods makes a sound if no one is around to hear it and the same applies here. If no one is reading the blog that posts about your music, does it matter that the post happened?

As a journalist myself, young artists often share songs and videos with me that they hope will attract attention from the press. The key, I tell them, is to make as big of an impression with the initial release as possible. A song may live forever online, but if people don’t notice your talent right away the likelihood that material takes off at any point in the future is incredibly low. 

Generally speaking, artists looking to premiere a song or video need to be more patient in their hunt for coverage. Everyone wants to share everything right now, but a speedy release does nothing if the content isn’t properly supported. My advice is to allow up to six weeks to find and secure an outlet to share your content. That way, musicians can find the outlet that best suits their material and, hopefully, they can work with the writer preparing their coverage to create the best article possible. Maybe there can be a digital campaign that teases the premiere for a week before the material drops or maybe the song or video being shared can be coupled with an interview that shares insight into the artist’s career. 

Artists should treat every update as the biggest thing that has happened to their career to date. You can’t expect consumers to feel strongly about your latest activity if you don’t feel the same. If the press for your next release is rushed or sloppy or underwhelming, the impression it makes on consumers will not be good. We’re talking about your art, after all, and that is an extension of how people view you. Take your time, plan everything as much as possible, and position your next release to be the one that changes everything.

Categories
Artist Advice Editorials Industry News News

One Music Marketing Trick Every Artist Should Avoid [Video]

The internet has created countless avenues to promote their music, so why would anyone invest money in people who are not crazy about their songs?

Music marketing is a tricky business. What works for one person may work for others, but there are no guarantees. You could write the best song anyone has ever heard, gain tons of engagement online, and still remain anonymous to the masses. It’s chaos.

If you are trying to promote your music right now you may feel desperate. You may feel like you would give anything to get the attention and promotion that only influencers can create. You may spend hours on Google looking up articles like this one seeking a solution.

If that is where you find yourself right now, I’m sorry. It shouldn’t be as hard to get the attention of music fans as it is, but that is life. You can curse the sky and copy the tricks of others, but there is one avenue for music promotion that should be avoided at all costs.

Never, under any circumstances, should you pay for press coverage. Ignore blogs and podcasts and video makers who claim they can make you a star in exchange for a small investment in their business. It is a hoax that has been perpetuated by numerous people since the dawn of music journalism, and it is increasingly prevalent in the digital age.

There are countless avenues for exposure today, and there are people in positions of influence who will take interest in your music. It may take time to find them, but they do exist. Influencers asking for money in exchange for promotion do not care about you, and there is a high likelihood that they never will. Why would you want to give that person money to spread a lie?

Categories
Artist Advice Editorials News

Music Marketing 101: Work The Line

Clever digital marketing will get you far in the music business, but creative real-world marketing still matters.

Waiting in lines is an essential part of the live music experience. Be it a club show or an arena gig; music fans stand in lines to enter virtually every show they attend. The most dedicated followers often line up hours before anyone else to ensure they get to stand as close to their musical heroes as possible. That kind of devotion is an essential part of fandom, and it provides up and coming musicians a great opportunity to build their following.

When tours come through your region with lineups that relate to the music you perform, you should be working the line. In the simplest terms, working the line refers to a face-to-face promotional effort where musicians engage with music fans waiting to attend a show. It’s simple, effectively free, and can yield new followers of your career.

Many musicians work the line in three simple ways:

  1. The performers carry signs or wear shirts promoting their music. That way, everyone who sees them also sees their logo.
  2. Musicians will often carry a phone or portable MP3 player with high quality (over the ear) headphones. With each person they encounter, the musician will ask them to give their music a chance. They will also have CDs and download cards available for anyone who may feel compelled to make a purchase on the spot.
  3. After sharing their music, artists will ask consumers to sign up for their mailing list or to follow them on social media. That way, everyone who takes an interest in their music is contacted at least one additional time in the future. 

Some musicians think outside the box. Recently, I was walking by a venue in Grand Rapids, MI, when I spotted the following message written in chalk under an overpass:

Grand Rapids’ rapper Beatrat has the right idea when it comes to music promotion.

When fans line up for shows at that venue, the crowd often stretches under that same overpass. Considering there are no billboards or businesses in that space, this message from Beatrat is likely to garner some attention. It may not be pretty and it may not be the best possible representation of the music, but it is effective.

If you’re not working the lines outside venues in your area to promote your music then you letting dozens or more potential fans slip through your fingers. Step outside your comfort zone, learn how to talk about your music, and put yourself out there.

Categories
News

Three common marketing mistakes artists make online [VIDEO]

Digital marketing is an essential element of music business success, and there are certain things everyone must do to get ahead.

Music is all about self-expression. A great song can tell the world who you are, what you feel, and what you believe matters most in life. That same material can make an impact on listeners that literally changes how they see the world around them. Music is a wonderful thing in that way, but to reach people, you need to know how to market your creativity.

Digital marketing is the backbone of music promotion today. It is impossible to imagine an artist getting ahead without having a strong presence online. Before you can reach the masses with your ideas, however, there are a few essential marketing concepts you need to understand.

First and foremost, consistent branding is what separates musicians people remember from the ones who are forgotten. There are way more good musicians no one remembers than there are great musicians everyone can easily recognize. The reasons for this are numerous, but more often than not, branding is at the center of it all. A great brand makes you seem more professional, more talented, and altogether better.

As for the other two elements, you’ll need to watch the latest episode of our video series, Music Biz 101. Embedded below, the video finds host James Shotwell breaking down the essential elements of successful digital marketing that many artists overlook when attempting to promote themselves online.

Don’t allow yourself to become another musician no one remembers. Watch this episode of Music Biz 101 and get to work!

Categories
Artist Advice Business Advice Editorials Haulix

VIDEO: The Maine, 8123, and the value of community

An American rock band called The Maine has found a way to succeed that other artists should use to get ahead.

Marketing is everything in music today. Everyone knows this, but very few know how to make their marketing efforts stand out from the noise being created by their peers and the competition they have yet to know. Blogs like the one you’re reading now can help. We post a lot of articles about getting ahead and becoming known. The one thing we cannot teach, however, is the one thing everyone needs: Organic connection.

is an American rock band from Tempe, AZ. The group started their career as much groups do by working with labels, but the better part of the last decade they’ve been fully DIY. That decision has made all the difference in the trajectory of their career, and it has afforded them a unique opportunity to develop a thriving community around their music with those who love them the most. In the latest installment of our Music Biz 101 video series, we examine how got here, and why other artists should follow their lead.

will release their new album, You Are OK, on March 29. You can learn about the album by listening to our recent podcast with frontman John O’Callaghan below:

https://soundcloud.com/inside-music-podcast/155-the-maine-john-ocallaghan

Categories
Job Board News Podcasts

Market Your Band: Start A Podcast

Did you see the news? Facebook now has their version of Snapchat’s Stories feature, which Instagram replicated just a few months back. Now you can post short video updates – or broadcast live – to your various audiences across multiple social channels. You essentially have to create original content for all three, of course, but it can be done.

In 2017, telling your story – or any story – is key to developing brand awareness. The problem we face now is that most artists are telling their story in the same way. Everyone is offering video updates, often coupled with recurring live broadcasts, and everyone will continue to do so because it works. Video creates a connection with viewers that text updates cannot replicate, which in turn improves overall engagement with fans.

What the vast majority of musicians have yet to consider however, is telling their story through podcasting. Many artists have done interviews, perhaps with multiple shows, but very few have taken the job of telling their narrative into their own hands.

According to a 2016 report, 57 million people enjoy podcasts on a weekly basis, and that number is poised to grow exponentially in the years ahead. The average podcast consumer listens to at least 5 shows per week which, again, is expected to increase.

By starting a podcast now, before it becomes the trendy thing to do, artists of all sizes can forge a new connection with their audience while also attracting new fans. A podcast can be anything you want it to be, but for artists here are a few things they should be:

  • A platform to tell the ongoing narrative of your career
  • Created and updated regularly, on a schedule that does not interfere with time needed for creativity
  • A source of news and exclusive information
  • Encouraging of engagement

You can have guests if you want, but you don’t need them. All you need to do is engage with your audience, telling them about your work and where life has taken you as of late. What was it like to play Grand Rapids last night? Where do you turn when you’re looking for song ideas? 

You don’t even need to answer these questions to have a compelling podcast. You could make a show talking about the places you eat on the road, or perhaps you and your drummer just talk about experiences as humans on this Earth in the journey of life. Be as deep or silly as you want, just be yourselves.

We’ll have a guide to podcasting available soon, but in the meantime this link will help get you started. Good luck!

James Shotwell is the Marketing Coordinator for Haulix. He is also the host of Inside Music, a podcast about the music industry, as well as the Managing Editor for Substream Magazine. You should probably follow him on Twitter.

Exit mobile version