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The lower cost of manufacturing makes it possible for any band to put together a CD. But, the first thing to remember is you need a strategy before you start. The truth is only 1% of all CDs manufactured (indie and major) sell over one thousand copies. That doesn't mean that it won't happen for you, but you better have a plan. Some things to consider: NARROW YOUR FOCUS Targeting your music toward a particular audience works better than trying to be all things to all people. If you play jazz, for example, you're wasting your time trying to sell your music to the skateboard crowd. Groups come in all forms: teen crowd, college age females, high school aged males, etc. You get the idea. Come up with five different groups who will dig your music. READY, AIM, FIRE! Find out about your target audience, what they read, where they buy food, clothes, etc. Where do they hang out? If you know this, then you know where to find them and spread the word. For example, if you specialize in New Age music, you can put flyers in health food stores, vegetarian restaurants, aromatherapy shops, etc. You are not limited to having flyers only in the club you're performing. BUILD A DATABASE Keep a computerized list of all your fans, family, and friends. Send flyers when you have something going. Include copies of band articles to let people know what you're up to. Remember, it takes seven to nine exposures of your name before a stranger will remember you. They may not know you now, but they will. CULTIVATE RELATIONSHIPS Go out and meet people. Join groups, go to networking functions, attend classes, anything. Have tapes and business cards with you at all times. Let people know who you are and what you do. Follow up occasionally with friendly calls, emails, newsletters, article reprints, etc. It's up to you to create the demand for your music. START SMALL It's totally acceptable to only order the minimum number of CDs. Any manufacturer worth their salt will give you a discount on your reorder anyway, so keep your money in your pocket as long as possible. The reorder will take less time than the first printing usually, so don't go overboard on your initial order. Do you really need a 16 page CD booklet? Try to sell 300 CDs first, then work your way up. GET AS MUCH PRESS AS POSSIBLE As you know, many bands that you hear about aren't necessarily better than you. One difference between you and them is that people know who they are. Do not underestimate this fact. It's not just who you know, but who knows you! PLAN AND FOLLOW UP! Many opportunities are lost through insufficient planning. Magazines usually have a two to three month lead time. Newspapers need up to four weeks advance notice. Send your packages out in enough time for a writer to plan his/her schedule, otherwise they'll promote the person who planned better. After you send press releases and/or packages, make sure to call and confirm receipt. Black holes exist in the press industry when it comes to mail. Things get lost or misplaced every day. If they can't find what you sent, offer to send it again--without complaining. And while you're at it, send any items to the attention of a particular person. "Attn: Music Editor" only shows laziness on your part. Directories like Musician's Atlas can provide most of this information for about $20. ADD PAYING GIGS TO YOUR ARSENAL They won't come to you. College gigs pay extremely well, whether two people or two hundred people show up. The $500-800 you can make in forty-five minutes can soften the blow of only making $25 at CBGB's. This is another opportunity to sell CDs, and add to your mailing list. Also, colleges have their own newspapers which will give you juicier articles to add to your press kit. GET A WEB SITE With photos, a bio, and music samples, people all over the world can learn about you and your music. Get listed in as many search engines as possible. Music samples on your site can also save money on postage when reviewers can find you online. Update your site often with band news, photos, and contests. Make it interesting! GET OUT OF TOWN It doesn't have to be far from where you live, but I've noticed that people treat you a little differently (better) when you're from out of town. They assume that you have your act together, and treat you as such. Also, out of town articles are impressive to the industry people you are trying to woo, and you can add to your ever growing list of fans. DON'T BE BORING You always have a choice when sending out materials that represent you or your band. Photos should be interesting, while hinting at your style. Send flyers in different shapes and sizes. Use different kinds of paper. There are thousands of bands out there competing for attention. It may cost more to stand out, but in the long run, it's worth it. Carla Hall is a singer/songwriter, based in Brooklyn, New York. Her new CD, Front & Center will be released in August 2000. She is the president of Moxie Entertainment, an independent record label and media relations company. She teaches Making Money Making Music at The Learning Annex. Her web site is located at http://www.carlahall.com |
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