Monday, February 27, 2012

The Secret. by Jerry W. Henry

Whose reasonability is it to make sure folks know about your music? Unless you have big bucks or a record label deal, it’s you. Many of you are getting that overwhelmed mind set already. This can be cured with a bit of organization.
Don’t try to conquer the world. Don’t think that you are going to tell everyone about everything that you do or have ever done. As a journalist, I can tell you from years of experience, promote one thing at a time. Usually you will promote a single, a new album, a show, a tour, or your website.
Once you decide what you are going to promote, then you can decide how to do it. I hate to be the one to tell you, but everyone is not going to like your music. Your music will appeal to a certain niche. Niche: activity for which a person or thing is best fitted… a specialized market (Merriam-Webster). You have to be smart enough to figure out the right niche. If you don’t know your niche yet, don’t worry about it. Just be you. Stay true to yourself. Stay true to your music. Remember Milli Vanilli? Nobody likes fakes.
Organization and common sense tells you not to waste time telling everybody that knows you about your gig in Huntsville when most of your fans live in Birmingham. Have your email list organized for the right audience. I know I am repeating myself, but your email list and your website should be your most prized possessions. They should be able to do what you want them to do. You should be able to notify local print publications and radio stations in any town that you play with one click. If you are releasing a single, it should go to your email list and media with one click.
You should have an up to date promo pack as well as an EPK. I receive a huge amount of information from a huge amount of artists from all over the world, as does every other writer, radio station, entertainment website and even your fans. Even being besieged the way we are, great music stands out.
I have found that many of you do very well in promoting yourself to your fans. I also find that many of you fear direct contact with music business professionals and the media. Here is the secret; it is our job to promote music artists. 

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