Hello, everyone! Welcome to the final Advice column of the week. We’ve had a lot of fun exploring various aspect of life as an artist in recent days, and in today’s post we’re going to focus on sharing your life with fans. If you have any suggestions for a future installment of this series, or if you have a question you would like to see tackled in the weeks ahead, please email james@haulix.com and share your thoughts. You can also find us on Twitter, Facebook, and LinkedIn.
People like to talk about how technology has changed the way we do things in life, but it has also dramatically impacted the way we relate and connect to one another as people. When The Beatles appeared on The Ed Sullivan Show people watching at home had to put in A LOT of effort to learn about the band who had just blown them away on television. They had to find news articles on the group in big papers, or hope someone on another television program would mention or feature them in the future. There was no internet, no text messaging program, nothing.
Back then, even bands far less popular than The Beatles had a gap in their relationship with fans that no longer exists in the modern age. Now when people see someone on Jimmy Kimmel (or Kimmel’s YouTube channel) they can immediately learn everything about them, or at least how they are perceived, with a few simple clicks. They can download their discography while visiting the band’s website, then look up reviews of recent releases, return to YouTube for music videos, follow/like social media pages to ensure they never miss another update, and buy tickets to the group’s next performance without leaving the chair they were in when they first discovered said group 5-10 minutes prior. The capabilities of the internet are no doubt amazing, but unless you take an active approach to engaging those interested in your music the perception of your work will be left to the anonymous and numerous bloggers/commenters/journalists/etc lurking online. The best way to do that for the time being is with video, and in today’s post we’re going to look at what makes the role of video so important in your future promotional efforts.
First and foremost, video is far more entertaining than pretty much any other piece of content you can put online aside from new music (and if you’re releasing music in 2013 it better have a YouTube stream included). It’s the next best thing to interacting with you in person, and it offers your fans a chance to learn about the individual personalities that combine to create the art they love. You’re a band and a business, yes, but you’re people first and your fans want to feel like they know the human beings who feel the emotions being conveyed in the music.
As you begin to plan your video content, keep in mind that quality far outweighs quantity, and the better your promotional materials look the better your chances will be of getting said material featured on news sites. Journalists, like fans, are not all that interested in grainy cell phone videos shot in areas with lots of external noise. Spend some time researching affordable and transportable video setups, then find time each week/month to focus on connecting with your fans. You can take the straightforward route of having members update supporters on the latest developments, which should at least happen seasonally, or you can take a more creative route and deliver original content on a recurring basis. For some this means running a cover song series that asks fans to submit answers via social media (great cross-marketing trick), while for others it means a monthly Q&A based on questions submitted through Tumblr (also good cross- marketing).
The possibilities for video content are relatively endless, but if you start something it is of the utmost importance that you see it through. The updates, whatever they may be, are forging new connections with listeners who will expect to be given attention on a regular basis. This means new content, and as long as you can stick with it you will see those supporters begin to grow. Like falling in love with a television show, people who anxiously await for your updates will want to share their excitement with others. Keep it coming and the word will continue to spread.
We put together a bulleted tipsheet to help get you on the right track with your own video efforts. Some of the following points were inspired by our friends at Wistia, who know more about video than anyone we know, while others were crafted specifically for this column. If you have any questions, feel free to comment at the end of this post.
Keep your script conversational and write it in your own words.
Don’t be afraid to show your personality.
Don’t be afraid to try new things
Focus on content, not on polish; don’t be afraid to show that you’re fallible!
View every video you make as an opportunity to strengthen your relationship with fans
Make video consistently.
Ask viewers for input, and take what they have to say to heart.
Hello, everyone. Another afternoon has arrived and we’re prepared to inform/distract with an all-new Advice column that aims to help give you the leg up when it comes to promoting your videos online. If you have an idea for a future installment of this column, or if you have a question you’d like us to tackle, please do not hesitate to email james@haulix.com and share your thoughts.
There are endless possibilities as far as creative ways to promote new video content is concerned, but none of that matters in the slightest if you do not understand the basic ins and outs of YouTube. Yes, we’re all aware sites like Vimeo and DailyMotion are on the rise, but for the sake of today’s column we’re going to address those posting content to the crown jewel of Google’s user-generated media empire. Thousands of hours of content are uploaded daily, and in this article we’re going to provide some basic tips for maximizing your exposure.
My career in music largely involves writing and artist/event promotion, so when people began asking about help with video content I knew it would be wise to consult with someone far more active in that area of the business. I reached out to recently featured blogger Joshua Weilding, founder of Digital Tour Bus, and he was kind enough to assist me in putting together today’s list. If you have any questions, please comment at the end of this post.
Before we begin: If you have been skipping YouTube in your promotional efforts for any reason up to this point, stop reading immediately and create an account. YouTube is the most popular site for video online by a wide margin, and while that means fiercer competition it also means it has the biggest pool of potential new fans. Now, onto the list…
1. Use relevant tags (aka ‘you’re not a cute kitten – get over it’)
After you upload a new video, YouTube allows you to add as many tags as you would like. The goal of this tool is to help the site better service your video to people searching related criteria on their site, but all too often young artists use this section of the site to attempt at cashing in on popular tags (kitten, sex, Drake, etc.) in hopes of grabbing a few extra views. This promotional method rarely, if ever works, and for as long as you leave these irrelevant tags attached to your video they will be visible to those checking out your page. Do you want tricked clicks, or do you want the attention of people searching for new music? Choose wisely.
2. Reply to people who comment on your video
In an age where bands have fans contacting them from at least 3 social networking sites (Tumblr, Twitter, Facebook) at all hours of the day it can be hard to wrap your head around the notion of adding a fourth to the list, but YouTube comments should be a priority for every member of your group. Especially if you’re just starting out, damning or negative comments can have a severe impact on the way people engage with your content. By talking with people, both the supporters and haters, you begin to forge bonds with listeners that can have unknown returns in the days, weeks, and months that follows.
If none of the above appeals to you as a solid reason to engage this audience, consider the fact YouTube’s algorithm for ranking on search pages takes the interaction rates of videos into consideration. The more you communicate, the higher you rank. There are not many places in the social networking landscape where that is the case, so use YouTube as a way to gain a foothold with new listeners and over time it will extend to other areas of your online presence.
3. Sharing is caring, and that goes for press coverage as well.
No one was ever discovered without doing something to promote themselves first. If you want your video to succeed you’re going to have to promote it, and that includes doing whatever you can to gain the attention of blogs/journalists. The more backlinks a video has, the better it will rank.
Tumblr is especially useful as far as social sharing is concerned. Whenever a video is reblogged it counts as a separate backlink, and that number can grow significantly in a small amount of time of posted to the right account.
Hello and welcome to another exciting week of music industry insight and know-how here on the official blog of Haulix. It’s Columbus Day here in the states, and we have admittedly done nothing to acknowledge its occurrence. If you got the day off – consider yourself lucky. The rest of us will have to settle for a bit of escapism by way of our latest Blogger Spotlight column, which yet again focuses on the world of heavy metal. If you have a site or writer you feel deserves time in our spotlight, please do not hesitate to email james@haulix.com and share your recommendation.
Many of you may have been reading the site featured today for years without even knowing it. For a long time the site we now call Last Rites was known throughout the world as MetalReview, but hoping to carve their own niche the owners thought it best to step out with a more unique name. We’re fans of the new identity, and after today’s feature I believe you will be too.
Zach Duvall, like many of you reading this right now, started out life in the industry as a fan with a desire to tell others about the music that interested him. He had read MetalReview for years, even going as far as to become a regular on their long-running forums, but it wasn’t until a chance meeting with a number of contributors in 2009 that he decided to become a writer himself. Now four years in, Zach has become an integral part of Last Rites, and is one of many team members helping make the site one of the leading outlets for metal news today.
If you would like to keep tabs on everything Zach is working on, make sure you bookmark Last Rites at your earliest convenience. Additional questions and comments can be left at the end of this post.
H: For those unaware, please state your name, the company you work for, and your role at said business:
Zach Duvall: My name is Zach Duvall, and I write for a heavy metal blog called Last Rites, which was formerly MetalReview.com. I primarily write album reviews, but provide the occasional editorial or interview, and have started doing more behind-the-scenes work at the site as well.
H: Your site is known for its coverage of metal. Have you been a metalhead since birth? If not, when did you discover the heavier side of music?
ZD: I wouldn’t say I have been a metalhead since birth. My parents barely listened to anything of the “harder” style, so I discovered it through the “bad kids” in elementary school. But really, when I was about 10 a good friend of mine (still a great friend) let me hear Metallica’s …And Justice For All and that changed everything for me. The track “Blackened” completed changed my life.
H: What was the first album you purchased with your own money? Do you still own it today?
ZD: Boy this is tough. Honestly it was probably some 80s pop music. I think I had a Fat Boys hip-hop tape, or maybe Bruce Springsteen’s Born in the USA. Can’t remember if that was a present or purchase. As for metal, it was surely a Metallica album, possibly the black album, since “Enter Sandman” was the biggest thing on the planet when I was in middle school. And of course I still own it, even if my view of it has changed over the years.
H: Entertainment journalism is not exactly a path many follow in life. What first attracted you to the world of music coverage?
ZD: I have always loved sharing great music with others, and, from what certain friends would tell you, have a slightly strong opinion on things. So it turned out to be a pretty natural hobby for me to take up, and the added bonus has been connecting with bands and labels, and knowing that I’m helping out good people and quality artists.
H: Did you write for any sites before Last Rites (formerly Metal Review)?
ZD: Nope, that was the first, and I was quite honestly pretty intimidated at first.
H: The logical follow-up: Where did you first come across Last Rites, and what lead you to join the team?
ZD: Well, I read the old MetalReview for years before eventually becoming a very active member on the forums. I became “internet friends” with a bunch of the crew and other forum regulars, and the Facebook connections began. I eventually met up with several of them at Scion Rock Fest 2009 in Atlanta, and was told I should think of writing. A few months later half of the team ambushed me on Facebook and told me to join up.
H: Who was the first artist you worked with as a writer? Can you tell us a bit about that experience?
ZD: My first review was of a great German band named Valborg. I had actually won the album in a MetalReview contest just a month or so previously, and knew it would be cool to write about. I look back on it now and laugh at my tentative writing, trying to hard to make some profound point. But little did I know that writing about Valborg would introduce me to an entire great family of bands on the Zeitgeister label in Germany (Owl, Woburn House, and Klabautamann are other great bands on the label), while allowing me to get “internet acquainted” with one of the most active members of those bands. From the very beginning, this hobby was revealing its true worth to me, and those connections have only grown over the last four years.
H: Last Rites is a relatively new name for the site. What were the reasons for the change, and how has your audience changed (if at all) following the move?
ZD: Well, if you search on Google for the words “metal” and “review,” you don’t exactly get great results. There are several sites with some combination of the words in their name, so we didn’t stand out despite having what we felt was a superior product. We needed to develop a brand, something that was distinctive. Other than some forum regulars complaining that their internet world was being destroyed by the brand change, I’m not sure it has affected our audience much at all. If anything it looks way cooler when we see ourselves quoted in a press release.
H: LR is one of the few music sites still using forums, and that is in no way a complaint. Do you feel having a built-in community has helped your site thrive over time?
ZD: I certainly have met some amazing people through the forums, both people on staff and others. Activity on the forums is certainly not what it used to be, and the rise of Facebook, Twitter, and everything else is probably a huge reason for that. At this point, I’m not sure the forums add or take away from the overall site experience, but I do not think the MetalReview/Last Rites readership would have grown as it did over the years without that extra community feel. I probably never would have become involved.
H: I’ve noticed a drop in the number of forums being implemented on younger sites in recent years. Do you feel these web communities are missing something?
ZD: Well, it’s tough to say. Managing a forum is a complete asspain, that’s for sure. There are idiots to moderate, and you have to decide exactly how much you want to police things. Then there is the programming side of it I’m sure, even though I don’t get into it. So in that sense, I feel like newer sites may have decided that their time is better spent on creating content. In the wake of the rise of the Twitterverse, forums may be slowly dying anyway. It’s a bit sad, because it’s far less personal, but I feel as if that is just the reality of the situation.
H: I’ve noticed there is far more original news and written feature coverage than new media content. Do you any plans to expand further into video/photo moving forward?
ZD: Well, we just resurrected our podcast, and one of our guys really wants to keep that going. I wasn’t sure initially if people would actually pay attention to it, but it was extremely well received and I think it’ll be a great feature moving forward. Plus it’s just fun getting on Skype and shooting the shit with the guys. It would also be fun to find a staff member solely dedicated to covering metal shows, and adding photos and video. Because I don’t go to the number of shows I used to, it won’t be me, but if someone else added it, game on.
H: Writing styles change site-by-site these days, and from what I can tell LR strives do produce more long form content than ‘bulletin board’ style. What do you think makes a great news story?
ZD: I think great music makes a great story, if not necessarily news. Sometimes I will push out a shorter review or news blurb (coverage of the new Ihsahn single, for example), just to help out with content, but those long form reviews are what I enjoy the most. The best music makes the gig both fun and easy, and when music really seeps into me, finding words is no problem.
H: There are a number of people who contribute to LR on a regular basis. How big is the team?
ZD: The team is officially about 15-18 people, but some of those are more in a contributor type role. I’d say the regular team is about 10 folks.
H: You, like many in music journalism, make little-to-no money for your efforts. Why do you keep writing?
ZD: All of those reasons stated above. I just love music, and after years of struggling with wanting to actually play it again (after playing in high school), I realized that the writing gig was a great way for me to become involved, and to help out. Plus, it’s a great thing to keep me sane when my 9-5 job becomes mundane or stressful.
H: Some people believe there is no need for critics in the digital age. Do you agree? (Support your response)
ZD: In the age when everything is readily available for free consumption, you don’t necessarily need to read a review to know how to spend your cash, but the act of discussion is still valid in and of itself. Plus, the folks who believe that we don’t need critics are likely spending their time critiquing the critics in some expression of scene politics, which to me just means that they love internet dickishness more than they actually love the music. And that, quite frankly, is sad. Besides, if there wasn’t still a need for critics and promotion, labels wouldn’t constantly be sending me so much free music and begging me to listen to it. For small labels and upstart bands, blogs like Last Rites are still the best way to spread their name.
H: When it comes to receiving music for feature consideration, which services do you prefer and why?
ZD: Without tooting your guys’ horn too much, Haulix and similar services have been the best way. It’s great just having a link in an email. I think it says something that only a few labels are still using ipool or something else you have to log into.
H: There are a growing number of sites competing for attention in the metal realm. What is it about the content offered on LR that separates you from the competition?
ZD: I think we have as good a collection of writing talent as anyone out there. There are times that I feel almost inadequate to be amongst dudes who are not only such great writers, but so informed and insightful about metal and all music. I also feel as if we’d be pretty good evidence against notions that metalheads are dumb, droolin’ troglodytes.
H: What would you say is the most difficult part of this ‘job’ you’ve created for yourself?
ZD: Having to tell an honest, hardworking band that quite frankly they just don’t have it. I always attempt to frame such arguments without sounding like a dick, critiquing in a constructive manner as much as possible, but sometimes it is still difficult. Sure, occasionally I’ll cover an album by guys who are clearly writing trash just to write trash, and I will treat it as such, but if it is a group of hardworking kids that have the fire but not the fuel? That’s tough.
H: If you could change one thing about the music industry, what would it be?
ZD: I’m not sure there is anything I would change that would make much of a difference. Economic mechanisms are going to behave as they will, and the music industry certainly fits that model. What I would change, however, if human behavior. The biggest problem for music and art in general is that people just don’t try to find something better. Most people don’t even try a little, and that’s all it takes, trying just a little. If everyone who claims to have an appreciation of great music, film, and human expression would occasionally go out of their comfort zone even the slightest, the appreciation of art worldwide would increase substantially, and deserving artists would thrive.
H: What is your ultimate career goal?
ZD: Honestly, doing it right now. Keep writing about great music. I’m not sure I really have a desire to make money on this, or at least not to make it a career. Besides, I don’t think Last Rites could exactly match the 401K I get at my actual job.
H: Before we let you go, can you tell us a bit about what you have planned in the months ahead?
ZD: I will just keep doing what I do, finding something interesting to write about, and cover it. I try to keep variety going not just for our readership, but for my own enjoyment as well. On the slate over the next couple weeks I have a couple high profile black metal acts and something a little more on the oddball side. As a full site, Last Rites has some big things planned, but I’m not going to spoil that here, sorry. Other than that, year-end-list time is coming up before long, and that’s always a blast. Gives me an excuse to make up fake awards and toss them at deserving recipients.
Social media has developed countless ways for artists to promote themselves, but along the way a number of bad habits have developed that drives journalists, fans, and labels alike absolutely insane. Using improper marketing techniques over these channels can not only drive away fans, but prevent you from reaching potential new listeners as well. We polled over a dozen bloggers from various genres about the social media no-nos every artist should avoid and put together a list to help all you aspiring stars get a bit closer to your dreams.
1. Stop requiring a “Like” before allowing users to access your music. Even though we asked bloggers from a number of musical backgrounds when working on this article, every single person polled mentioned Facebook “Like” walls within the first few lines of their response. The whole point of promoting your music is so people will visit your page and hear what it is you have been working on, so why make it any more difficult to hold their attention than it already is? The few seconds it takes someone to notice your “Like” wall and read it may be all the time they need to decide you aren’t worth their time.
2. Avoid unsolicited direct/private messaging (AKA Spammer No spamming). Everyone knows you’re excited about your music, and for the most part people will give you a bit of their time to share your excitement with them. However, sending direct/private messages through social networks is not the way to begin the conversation. Your band may be a group of people, but online you’re a single entity that is essentially a complete stranger to anyone unfamiliar with your music. You have to break the ice to start the conversation, of course, but to do so requires more tact that blindly messaging a link to your latest release. Social networks are like mixers, they exist to create a sense of community among strangers through dialogue, but that is not the same as pitching yourself. Leave the pitching to emails and press kits unless someone asks for more information. Until then, join the conversation wherever you are able and keep an eye out for opportunities more fitting for self-promotion (ie people requesting/asking for new music recommendations).
3. Your band does not belong on LinkedIn. This one is relatively simple, but it can be apply to a number of emerging social networking sites. While there are a limitless amount of opportunities to meet people who could help your career through various groups and discussion boards, LinkedIn works best as a tool when used by an individual (or an individual representing a group). Professionals using LinkedIn are not looking to add your band, The River Run Blood Red, to their networks, but they may be interested in engaging with you as an individual. If you can create a dialogue with them through the site by leveraging the various messaging tools, then it may be possible to open a door to promote your band. If you rush it, or try to force your music on those unfamiliar with your work, no one will want to listen.
4. Stop promoting yourself 24/7. Bands are a brand in their own way, and just like many brands on social networks bands often forget the key to maximizing the effectiveness of your network: Engagement. People follow you because they support what you’re doing and want to know more, but that does not mean they want a constant stream of advertising for whatever you have to promote. You may be a group, but you’re also individuals with personalities, and that should be conveyed through social media as well as your latest activities. Fans know about your latest album, and they certainly follow because they want to know when you have new tours or releases, but they’re also trying to learn more about you as people. They want to connect with you more than they have been able to through albums and live shows, and that is the exact opportunity provided by social networks. By engaging them you’re able to create a dialogue that can eventually evolve into a digital community of fans who not only communicate with you, but others as well. If you can accomplish that, those same users you engaged in the beginning will aide you in sharing your music with others. That will lead them to start conversations with new people who could potentially fall in love with your music and the cycle begins all over again.
5. Save the drama for your blog. Everyone is entitled to an opinion, and without a doubt there will be days when you feel stressed as a band, but ranting on social networks and/or attacking others is not going to help further your career (especially if those attacks are directed at fans or members of the industry). Just like how LinkedIn is no place for a band profile, band accounts on social networking sites are no place for unnecessary drama. Fans want to know what’s going on with you, and you should keep them informed, but too much drama can take the focus away from music. Also, you must always be aware of how your accounts appear to those not familiar with your work. If your feed looks more like an individual’s thoughts than the efforts of a cohesive band focused on getting ahead, people may pass by without even giving the music a chance. Appearing driven and welcoming will get you much further than anger and negativity. Always.
