As we enter the ‘new normal’ and adjust to life without concerts, musicians need to embrace live streams and the marketing power they provide.
There are very few things we miss about life before coronavirus more than concerts. Live music is a cathartic community-building experience unlike anything else our civilization has discovered, and many are reeling from its loss. We know we will be crowded in a sweaty venue again eventually, but the wait for that time feels eternal, which is why countless millions are turning to live streams to get their performance fix.
We will be the first to admit that live streams are nowhere near as fun or memorable as concerts. Performers often fumble with their equipment or meander from song to song with no real plan or purpose other than attempting to engage fans currently stuck at home under various coronavirus prevention measures. That said, some artists are finding ways to use live stream technology to their advantage, and that is what we want to focus on today.
Live streaming is a great way to make money and build an audience, but far too many musicians don’t consider it as such. Many think it is a temporary means to fill a void that will be immediately abandoned as soon as touring resumes. The thing is, no one knows when tours will happen again or when fans will feel safe attending gigs. Fans, for the most part, like the access and safety live stream performances make possible. They also want to support the artists who are going out of their way to be present with their audience during these strange times.
In this episode of Music Biz, host James Shotwell explains how anyone can build their audience and earn money with live streaming. We also explore the importance of investing in your live stream efforts and why the current trend of digital content won’t go away when the coronavirus pandemic ends.
Further proving they are ahead of their competition, Lamb Of God is raising the bar for album marketing with a non-alcoholic beer.
In today’s crowded music marketplace, every artists needs to think outside the box of traditional promotion. Marketing determines the success of a record long before its release, and those who stand to reach the most listeners are the ones willing to take a chance by setting themselves apart from their peers. Lamb Of God has always been a great example of these efforts, and their latest move is no exception.
Scottish craft brewer BrewDog and Lamb Of God have revealed the release of the world’s first non-alcoholic collaboration beer, Ghost Walker. The announcement was originally planned for the start of the band’s global tour that would have begun this spring, but, as a result of COVID-19 and the postponing of their European tour, BrewDog and LAMB OF GODdecided to launch their collaboration with the video premiere of the band’s most recent live performance of their song “Ghost Walking.” The live video, filmed at Lamb Of God’s performance at House of Vans in Chicago on February 14, premiered online today, April 14, to give music fans around the world an opportunity to virtually come together in these uncertain times.
As of today, the beer is available in BrewDog’s online shop for shipping anywhere in the world.
LAMB OF GOD vocalist Randy Blythe commented:
“The idea of a collaboration hatched when Willie Adler and I visited a BrewDog bar in Columbus on a tour day off to sample a few pints of their non-alcoholic beer with the brewery team. Countless bands have done beer collaborations, but we are the world’s first non-alcoholic one. In my not-so-humble opinion, this is the best non-alcoholic beer ever made, PERIOD. It was conceived, designed and first tasted while on tour – music drove it into existence. Right now is a strange time for everyone, but we’re stoked to provide a non-alcoholic option for those who want to have a brew while cranking some tunes safely at home. We hope you enjoy our performance and we will see you on the road as soon as possible.”
BrewDog co-founder James Watt commented:
“This collaboration is our most epic to date. It is also one of the most important, especially now. BrewDog has always been focused on making other people as passionate about craft beer as we are, and that includes people who, like Randy, don’t want alcohol in their beer. Our AF line of beers offers everyone an alcohol-free alternative for any occasion and we’re thrilled to add Ghost Walker to the lineup.”
A video about the promotion can be viewed below:
Lamb Of God will release their self-titled new album on May 8. The release of the Ghost Walker beer is one of many things the band is doing to promote the release. Stay tuned for more insight into the record and Lamb Of God’s unique approach to marketing in the weeks ahead.
Email is the name of the game when it comes to music PR, and when everyone is doing the same thing, it’s the details that make all the difference.
Everyone working in music receives a lot of emails all the time for a wide variety of reasons. Writers and music critics, for example, receive press releases from anyone with an artist or release to promote who is smart enough to find their email address. They also have messages from editors, personal contacts, and – in the case of blog editors – aspiring professionals looking for an opportunity. It’s overwhelming, and it is becoming increasingly hard for any message to stand out.
Many marketing blogs will tell you that an eye-catching subject line is all you need to get someone to open your message. That may be true in certain circumstances, but an open only brings a reader to your message – it does not make them engage with it.
If people don’t like what they see at first glance, then your email is no more successful than the messages that get trashed without an open. Grammar and structure aside, there is one thing that can grab the attention of a writer (or anyone) at first glance:
Use their name.
First or last or both, it doesn’t matter. Just use it.
That seems surprisingly simple, and it is, but the vast majority of publicists, artists, and others vying for attention these days do not take the few seconds needed to address the recipient of their emails adequately.
Here is a sampling of the most common, least engaging greetings used today:
Dear Music Blogger
Hello, Music Friends!
Dear [Wrong Name]
Media Friends:
To whom it may concern
Sir or Madam
ATTN:
[Name] <– This happens when they leave what should be automated forms blank, and it happens a lot.
Technology may make connecting with others easier than ever before, but it still lacks the personal touch of a traditional conversation. Even letters written by hand required something more tactile than a digital message can allow. Using someone’s name tells them you view them as something more than a faceless body existing in the void of the internet that you seek to use as means to ascend through the ranks of the entertainment industry. Using someone’s name, treating them like a professional should, is so simple, yet it can mean so much. It tells someone you see them and their work, which often is the result of great sacrifice, and it subconsciously makes them care a bit more for what you have to share.
In an age of abundance, adding a personal touch to promotional efforts can go a long way toward securing coverage.
The world of music journalism is a bit of a mess. After years of major publications downsizing or going out of business entirely, blogs rising and falling in popularity, podcasts emerging, and influencers becoming a reliable source of promotion, it’s hard to know where to turn for coverage. Even if you can figure it out, there is another challenge in getting the outlets or personalities you want to cover your music to pay attention.
The number of ways to promote your music has grown over the last decade, but the number of artists competing for the attention of those outlets has grown even more. The average music writer/influencer receives more than one-hundred emails a day, with many receiving several hundred more than that. Those messages contain everything from advance access to a record to news about tours, premiere requests, and countless ‘heads up’ emails about emerging talent.
Most music influencers are unpaid. A select few work full-time, with many more working freelance on a story-by-story basis, but the vast majority promote the music they care about to the people who trust their opinion without compensation. To say these individuals are stretched thin as far as time and attention are concerned is an understatement. The music press has been running themselves ragged for years, and it’s likely they will continue to do so for the foreseeable future.
With all this in mind, it’s important that publicists and independent artists alike take an interest in the outlets and influencers whose attention they hope to gain. Sending a pitch to an outlet unfamiliar with your work in 2019 is like tossing a coin in a wishing well. Even if it works, will you ever know if it’s because of your email or sheer luck?
The path to raising interest in your latest release lies in making members of the media feel seen and cultivating a friendship with them before asking for coverage. A few ways to do this include:
Following outlets and writers online.
Interacting with current content offerings (Like, reply, share, etc.).
Initiating contact by referencing specific articles or content.
Asking how they are before asking if they can help you.
Follow-up pitches with personal emails. Tell them why you think the material will matter to them, and tell them why it matters to you as well.
Avoid copying and pasting the same email to everyone. Make each communication unique.
Just like making friends, not every attempt at engagement will immediately produce results. Everyone is trying to gain the affection of people who can help them, so even the more earnest messaging may be lost in the whirlwind that is someone’s daily activity online. The key is to not lose hope and remain persistent. Don’t be over-eager and absolutely do not get offended when replies do not happen as fast as you desire. Everyone is caught in the struggle, and everyone is doing their best. Remain calm and always be looking for an opportunity to help or otherwise show support. If you can do that — and if you write music fitting of what your target covers — results will come in time.
A lot has been written about the supposed dire state of the music industry, but truth be told there are a number of successful and growing companies, including record labels, that are thriving in 2016. In this column we bring together every job opening we can find from the companies responsible for building the future of the business and present them to you, our reader, in hopes of aiding you on your journey to join the global music industry professional family.
Each week we scour the internet for the latest and greatest job postings throughout the music industry. You can help us better serve our community by sending any job openings you find or have to james@haulix.com. Be sure to include the name of the company hiring, a detailed description of the position being offered, a desired start date, contact information, and any additional supplemental information you feel may be needed.
Job summary: We are looking for a marketing manager to join our team in NYC to run growth marketing initiatives for one of our products, Splice Sounds. You will be responsible for driving new customer acquisition through planning, execution, and monitoring of marketing initiatives. The ideal candidate will have experience growing sales at a consumer e-commerce startup. Knowledge of music creator tools or music production appreciated but not required.
Job summary: Beatport is looking for a Marketing Coordinator to join our team. You will work with a cross-functional and will be responsible for coordinating, launching, and driving marketing projects along the critical path to completion.
Job summary: The Marketing Associate’s focus is front-line contact with clients and assisting the team in servicing the diverse needs of our professional music user clients. This involves contacting clients via email, telephone and in person on a day to day basis and all other aspects of client relations.
Job summary: At Backstage, we’re focused on providing the best career platform and marketplace to match actors and performers with talent seekers.The marketing team at Backstage is responsible for building brand awareness, focusing on growth and retaining our user base of performers. We are looking for a creative, technical, strategic and analytical marketing professional to join the team as our Marketing Associate. The role will report to the Vice President and Digital Director of Backstage and will work closely with product, marketing, engineering, and content teams across the business.You will be tasked with demand generation, traffic growth, strategic partnerships and conversion optimization using inbound and outbound marketing tactics. You will set up and use comprehensive analytics to support your strategy and execution of user growth. As a company we really value problem solvers and being able to learn a new technical skill (in a day).
Job summary: Want to go to concerts and live music shows in the Boston area for FREE, while developing your resume and work experience in the marketing or music industry? The Brain Trust is looking for music lovers in the Boston area who are interested in doing concert promotion in exchange for FREE admission to a wide variety of quality live music events. Promotion can include online posts, as well as hanging up flyers in your neighborhood.
Job summary: O-Town Music Group is seeking an Artist & Repertoire Manager. A&R Managers are creative people with good business skills and a solid understanding of the music marketplace. It is not enough to like the music, an A&R Manager needs an excellent knowledge of the contemporary music scene and to understand what sells.The main job is picking acts that will be successful and then working with the act to find the right producers and writers. The process is very much a nurturing one to ensure the band or solo artist impacts at the right time with the right material. Besides scouting for new artist the a&r manager also manages the current roster of artist. Duties include booking performances for artist, updating social media for artist,booking tv appearances and publicity for artist, booking recording studios for artist and much more.
Job summary: Naxos of America is hiring a full time Digital Sales & Marketing Coordinator position who will report to the Director of Digital Sales. The candidate will do a variety of tasks such as helping manage and organize new release information, curating playlists, organizing and prepping marketing plans as well as digital sales reports.
Job summary: Our ideal candidate has a passion for constantly finding new music, a working knowledge of the classical music genre, a strong and proven sales background, and a desire to discover new licensing opportunities day in and day out. Strong communication skills, knowledge of U.S. copyright law (as it pertains to sound recordings/musical compositions), and the confidence required to effectively communicate with clients, music supervisors, and industry leaders is a must.
Job summary: Across multiple live music venues, the Premium Seat Sales Coordinator assists the Director of Premium Seat Sales and the team. Premium Seat Sales is responsible for generating Premium Seat revenue which may include box suites, season tickets, PSLs, some hospitality events and other revenue-generating programs as added to portfolio of menu items to sell. Packages and inventory will be specific to assigned venue(s).
Job summary: Account Director for central brand partnership team will work with executives on the team to develop, manage and execute project outlines and schedules, assist with the planning and management of high profile corporate and sponsorship events, and conduct research and analyses on Fortune 500 brands. The person will help create innovative marketing concepts, support team in preparing client pitches and build brand proposals utilizing key metrics and success measurements.
Job summary: Join the Sideways team as a publicity & marketing assistant. You should be online savvy and familiar with the online music and media space. This is a detail-oriented position where you will be responsible for the management and communication of information to not only the media, but to clients as well. Work from the heart of Silver Lake in an easy-going, fun workplace for a variety of local and national musicians, record labels, management companies and brands.
Job summary: Aggressively grow the number of musicians and opportunity owners that use Sonicbids as their solution to landing and booking live gigs, with a focus on CPA / LTV across all channels.
Job summary: Pandora is looking for an experienced Campaign Manager who has a background in digital or radio advertising with a proven track record of building and maintaining strong client relationships. This individual will partner directly with the sales team to build strategic media partnerships while providing a high-level of client service for assigned Advertisers, Agencies and internal Clients.
Job summary: Beatport is looking for a Marketing Coordinator to join our team. You will work with a cross-functional and will be responsible for coordinating, launching, and driving marketing projects along the critical path to completion.
Job summary: World Cafe Live is looking to add a Talent Buyer to its dynamic team. Responsible for booking shows in Wilmington, DE and Philadelphia, PA, this person is a team player with strong agent relationships and solid negotiation skills. The Talent Buyer is full time salaried position.
Job summary: We are looking for an outstanding Ad Sales Account Director to join our team in Atlanta. We’re looking for someone with a proven record of revenue generation and a deep interest and passion for online media and innovation. We want someone who loves our product and knows how to sell creative solutions for clients and partners. You should be confident without ever being arrogant and you work hard, but know how to have fun. Above all, your work will impact the way the world experiences music.
Job summary: Aivvy is looking for a passionate team member who will work in Aivvy’s eCommerce team. The position will be initially focused on eCommerce-related content creation, including copywriting, production, publishing to website, blog and different social media channels, with future growth into customer services, community management and online sales.
Job summary: Project Coordination Team is accountable for managing the Customer installation experience of our cutting-edge World Class products and services.
Job summary: Reporting to the Publicist, is responsible for coordinating and executing publicity programs and campaigns for eOne Films ensuring that these publicity activities are in-line with the corporate strategy to achieve the company’s annual goals. This position is responsible for the timely execution of all publicity and social media campaigns for all eOne Films titles. Further, this position will also act as a liaison, between the Marketing team and other departments, as well as clients and the media.
Job summary: The Director of Public Relations is responsible for maintaining and positively positioning the public image of the Kennedy Center through local, national, and international media placements, new media, self-generated content and storytelling, and by influencing a range of internal platforms including the Center’s social media and website. The Director will manage the day-to-day media operations of a fast-paced PR office, directing artistic and program announcements, leveraging publicity opportunities, driving media cultivation, and determining positioning of institutional news and issues. He/She will be the chief strategist and partner for the Kennedy Center’s Education staff in shaping compelling stories that highlight the educational programs and initiatives both locally and across the nation. By building productive relationships with media, artistic partners and internal staff, he/she will generate significant and high-impact coverage of more than 2,000 performances and events held at the Center each year. This position will work closely and proactively with the VP of Public Relations and other senior leadership to guide the voice and messaging around pivotal institutional projects including the ongoing capital expansion project, the John F. Kennedy Centennial Celebration, and preparations for the Center’s 50th Anniversary. The Director may serve as spokesperson on occasion and when appropriate.
Job summary: We are looking for an outstanding Ad Sales Account Director to join our team in San Francisco.We’re looking for someone with a proven record of revenue generation and a deep interest and passion for online media and innovation. We want someone who loves our product and knows how to sell creative solutions for clients and partners. You should be confident without ever being arrogant and you work hard, but know how to have fun. Above all, your work will impact the way the world experiences music.
Job summary: The iHeartMedia Account Executive will identify and solicit new business; service and grow existing account. They are responsible for developing persuasive proposals in response to client needs and/or opportunities. They will guide their clients based on market, platform or station information. They are responsible for ensuring client satisfaction through cooperative communication. They will also negotiate rates consistent with iHeartMedia operating goals and budgets and ensure prompt payment. They will utilize all available iHeartMedia resources to create effective marketing campaigns. This is a commission based outside sales position.
Job summary: The Manager Special Events at the Chicago Theatre is responsible for booking Special Events at The Chicago Theatre; a role that involves both sales and management functions, as well as working with both existing and new clients. The role includes negotiating contracts and financial terms as well as oversight over all aspects of event implementation to ensure client satisfaction and retention. The Manager Special Events role requires a strong team orientation and focused interaction with various executives at The Chicago Theatre and here in the New York office in order to succeed. This role will also be on an on site presence during events and work with the Special Events team on marketing strategies.
Job summary: We are looking for a vibrant, creative, part-time Social Media Coordinator to join our team and help us grow. This person will help develop social content and strategies for all of our clients. The role requires the ability to manage multiple, concurrent projects and initiatives while maintaining a high level of energy and a positive attitude.The Social Media Coordinator will serve as a community manager for multiple brands, including monitoring all social properties, creating unique, engaging content and participating on social media on behalf of the brands.
Job summary: MTV seeks a full-time Communications Assistant to support the SVP and VP of Communications for MTV. The Communications Assistant will be responsible for maintaining schedules and phones, preparing travel arrangements, filing expense reports and additional administrative tasks in a fun, fast-paced office environment. The Communications Assistant will run the MTV Communications social media accounts including Twitter, Instagram, Facebook and manage the MTV Press website. The Communications Assistant will also assist in the development and implementation of communications campaigns for MTV’s original programming and work closely with the team to execute media outreach, internal communications, live events including the MTV Video Music Awards.
Job summary: Reverb.com is looking for a genuine music-gear obsessive to help moderate our rapidly expanding community of musicians. This role will involve supporting all users as they buy and sell on the site, arbitrating disputes between different users, and working to prevent fraudulent and suspicious activity. Other responsibilities will include curating listings and contributing to our marketing and social media content.
Job summary: In this role you’ll be tasked with developing cutting-edge multiplatform marketing campaigns, writing inspiring proposals and presenting concepts to potential clients to win business while working in a fun environment with a group of forward thinking individuals.
Job summary: The Branded Music Licensing Coordinator will mainly support the Branded Music Supervisor on all the day-today licensing needs of an international branded program.
Job summary: Provide administrative and marketing support for Vice President of Marketing. Responsible for developing comprehensive strategies for marketing our artists as well as coordinating all efforts (internally and with outside parties) on all projects.
Job summary: The ideal candidate should be self-motivated, quick-thinking and open to working in a fast-paced, team-oriented office environment where he/she is capable of performing administrative tasks. The individual should be adaptable, highly organized and detail oriented, and able to effectively multi-task. Strong knowledge of, or interest in learning about, music touring is a plus. Administrative duties include heavy phones, coordinating meetings and schedules, preparing expense reports, producing correspondence, issuing contracts, special projects and personal assistance as needed.
