10 Great Music Marketing Ideas

Here's a post from a couple years back that bears repeating. It's about the 10 music marketing ideas from the marketing chapter of the Music 3.0 Internet Music guidebook. It’s easier to sell your music if you add extra value to it, so it helps to think outside the box when it comes to distributing your music. Thanks to Bruce Houghton of the great music blog Hypebot for numbers 7 through 10.
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"1) Develop a package - This could mean anything from a CD and a vinyl album, to a digital download and album with all alternative mixes, to a boxed set of CD’s or anything in-between (Trent Reznor’s Ghosts I-IV is a great example). The idea is to go beyond just the typical CD and digital offerings.

2) Sequential numbering - Numbering a physical product (for example; "#5 of 1000") gives it the feeling of exclusivity. The product becomes a special edition and a must-have for the true fan.

3) Tie it to merchandise - Offer a physical product that contains the code for a free download of your album. Mos Def was so successful with the T-shirt release of The Ecstatic that Billboard magazine even began counting it as a music release on their charts. Other artists have sold their music via codes on such items as golf balls, bandanas and even canned food!

4) Release a “double-sided” digital single - Rhino Record's digital releases celebrating 60 years of the 45 RPM single set a fine example for this format. For between $1.49 and $1.99, Rhino provided the original hit song, its B side (the flip side of the vinyl record) and the original artwork. You can do the same by providing two songs for price of one - an A and a B side.

5) Release on an old alternative format - We’ve seen some artists (The Decemberists Hazards of Love come to mind) release a vinyl-only physical product to great success. Cheap Trick did it on the old 8-track format from the 60’s, and some bands have even recently released on cassette tape. Releasing on a older format can be good as a publicity tool (as long as everyone else isn’t doing it) and who knows, maybe you can start a trend?

6) Release on a new alternative format - A new alternative format that’s getting some traction is flash memory, or the common USB memory stick. Once again, Trent Reznor met with great viral success by planting unmarked memory sticks in bathrooms at Nine Inch Nail’s concerts, and Sony even released the 25th anniversary of Michael Jackson’s Thriller on the format. Everybody uses these things so you’re bound to get at least a look, which you can’t always say about other formats.

7) Three Sides - Offer a song in an early studio version, the final mix, and then captured live.

8) Radical Mixes - Offer two or three very different mixes of the same song, perhaps even done by the fans.

9) Two Sides of (Your City) - Two different bands each contribute a track to a series chronicling your local scene.

10) “Artist X” Introduces _____ - Add a track by your favorite new artist/band along with one of yours. This is similar to a gig trade-out with another band that many bands use as a way to play in new venues. The idea is that the band you feature will also feature you on their release as well."

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Help support this blog. Any purchases made through our Amazon links help support this website with no cost to you.

You should follow me on Twitter for daily news and updates on production and the music business.

Check out my Big Picture blog for discussion on common music, engineering and production tips and tricks.

10 Great Music Marketing Ideas

Here are 10 music marketing ideas from the Music 3.0 Internet Music guidebook. It’s easier to sell your music if you add extra value to it, so it helps to think outside the box when it comes to distributing your music. Thanks to Bruce Houghton of the great music blog Hypebot for numbers 7 through 10.

1) Develop a package - This could mean anything from a CD and a vinyl album, to a digital download and album with all alternative mixes, to a boxed set of CD’s or anything in-between (Trent Reznor’s Ghosts I-IV is a great example). The idea is to go beyond just the typical CD and digital offerings.

2) Sequential numbering - Numbering a physical product (for example; "#5 of 1000") gives it the feeling of exclusivity. The product becomes a special edition and a must-have for the true fan.

3) Tie it to merchandise - Offer a physical product that contains the code for a free download of your album. Mos Def was so successful with the T-shirt release of The Ecstatic that Billboard magazine even began counting it as a music release on their charts. Other artists have sold their music via codes on such items as golf balls, bandanas and even canned food!

4) Release a “double-sided” digital single - Rhino Record's digital releases celebrating 60 years of the 45 RPM single set a fine example for this format. For between $1.49 and $1.99, Rhino provided the original hit song, its B side (the flip side of the vinyl record) and the original artwork. You can do the same by providing two songs for price of one - an A and a B side.

5) Release on an old alternative format - We’ve seen some artists (The Decemberists Hazards of Love come to mind) release a vinyl-only physical product to great success. Cheap Trick did it on the old 8-track format from the 60’s, and some bands have even recently released on cassette tape. Releasing on a older format can be good as a publicity tool (as long as everyone else isn’t doing it) and who knows, maybe you can start a trend?

6) Release on a new alternative format - A new alternative format that’s getting some traction is flash memory, or the common USB memory stick. Once again, Trent Reznor met with great viral success by planting unmarked memory sticks in bathrooms at Nine Inch Nail’s concerts, and Sony even released the 25th anniversary of Michael Jackson’s Thriller on the format. Everybody uses these things so you’re bound to get at least a look, which you can’t always say about other formats.

7) Three Sides - Offer a song in an early studio version, the final mix, and then captured live.

8) Radical Mixes - Offer two or three very different mixes of the same song, perhaps even done by the fans.

9) Two Sides of (Your City) - Two different bands each contribute a track to a series chronicling your local scene.

10) “Artist X” Introduces _____ - Add a track by your favorite new artist/band along with one of yours. This is similar to a gig trade-out with another band that many bands use as a way to play in new venues. The idea is that the band you feature will also feature you on their release as well.

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Help support this blog. Any purchases made through our Amazon links help support this website with no cost to you.

You should follow me on Twitter for daily news and updates on production and the music business.

Check out my Big Picture blog for discussion on common music, engineering and production tips and tricks.

10 Milestones In Modern Music Marketing

Here's a post from about a year ago just about the time I started the Music 3.0 blog. Unlike so much in social media that changes so rapidly, this still rings true. Happy Thanksgiving for those of you who celebrate it!
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Bruce Houghton wrote a nice post on his ever entertaining Hypebot blog some time ago about the 10 major milestones in modern music marketing. It's hard to argue with any of these, and they all are certainly milestones in some way, shape or form. I've added my comments in italics afterwards where appropriate.

In no particular order:

1. Seth Godin writes "Permission Marketing" way back in 1999 pointing the way towards a new era of artist and fan relationships. I personally thought that his book "Tribes: We Need You To Lead Us" is more of the milestone, but Permission Marketing certainly ranks right up there.

2. CD Baby offers indie and d.i.y. artists a home to reach a wider audience on the net.

3. The Arctic Monkeys parlay internet pre-release buzz into the fastest selling debut album in UK history.

4. OK GO proves the power of YouTube with an ultra-low budget "treadmill" video "Here We Go Again."

5. TuneCore tears down the last barriers to distribution offering low flat fee no strings attached access to the worlds top digital stores.

6. Radiohead releases "In Rainbows" asking fans to pay want they want for the download.

7. Trent Reznor grosses $1.6 million in first week sales by offering fans options from $5 to a $300 limited edition package of his latest Nine Inch Nails release "Ghosts". Whether it's calculated or just an inherent feel for Internet marketing, Trent is the master and deserves to be on any top 10 list.

8. Jill Sobule asks fans for help recording her new album raises more than $80,000. Pretty good considering she was only looking for $75k and could've raised more had she not cut the offering off.

9. David Byrne & Brian Eno release a new collaboration via Topspin. While more evolutionary than revolutionary, this was one of the first well planned and executed releases that took full advantage of modern music marketing techniques with impressive results.

10. Amanda Palmer made $19,000 in 10 hours on Twitter proving the music marketing potantial of micro-blogging platform.

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Follow me on Twitter for daily news and updates on production and the music business.

Check out my Big Picture blog for discussion on common music, engineering and production tips and tricks.

10 Music Marketing Ideas

Here are 10 music marketing ideas from the Music 3.0 guidebook. It’s easier to sell your music if you add extra value to it, so it helps to think outside the box when it comes to distributing your music. Thanks to Bruce Houghton of the great music blog Hypebot for numbers 7 through 10.

1) Develop a package - This could mean anything from a CD and a vinyl album, to a digital download and album with all alternative mixes, to a boxed set of CD’s or anything in-between (Trent Reznor’s Ghosts I-IV is a great example). The idea is to go beyond just the typical CD and digital offerings.

2) Sequential numbering - Numbering a physical product (for example; "#5 of 1000") gives it the feeling of exclusivity. The product becomes a special edition and a must-have for the true fan.

3) Tie it to merchandise - Offer a physical product that contains the code for a free download of your album. Mos Def was so successful with the T-shirt release of The Ecstatic that Billboard magazine even began counting it as a music release on their charts. Other artists have sold their music via codes on such items as golf balls, bandanas and even canned food!

4) Release a “double-sided” digital single - Rhino Record's digital releases celebrating 60 years of the 45 RPM single set a fine example for this format. For between $1.49 and $1.99, Rhino provided the original hit song, its B side (the flip side of the vinyl record) and the original artwork. You can do the same by providing two songs for price of one - an A and a B side.

5) Release on an old alternative format - We’ve seen some artists (The Decemberists Hazards of Love come to mind) release a vinyl-only physical product to great success. Cheap Trick did it on the old 8-track format from the 60’s, and some bands have even recently released on cassette tape. Releasing on a older format can be good as a publicity tool (as long as everyone else isn’t doing it) and who knows, maybe you can start a trend?

6) Release on a new alternative format - A new alternative format that’s getting some traction is flash memory, or the common USB memory stick. Once again, Trent Reznor met with great viral success by planting unmarked memory sticks in bathrooms at Nine Inch Nail’s concerts, and Sony even released the 25th anniversary of Michael Jackson’s Thriller on the format. Everybody uses these things so you’re bound to get at least a look, which you can’t always say about other formats.

7) Three Sides - Offer a song in an early studio version, the final mix, and then captured live.

8) Radical Mixes - Offer two or three very different mixes of the same song, perhaps even done by the fans.

9) Two Sides of (Your City) - Two different bands each contribute a track to a series chronicling your local scene.

10) “Artist X” Introduces _____ - Add a track by your favorite new artist/band along with one of yours. This is similar to a gig trade-out with another band that many bands use as a way to play in new venues. The idea is that the band you feature will also feature you on their release as well.

Meet The Contributors To Music 3.0

Like my other books, Music 3.0 would be nothing without the contributions of some of the most respected voices on the cutting edge of different aspects of the current music business.

Let me briefly introduce them to you:

Ted Cohen - Known throughout the technology and music industries as being "part ambassador and part evangelist," Ted Cohen has been on the cutting edge of digital music from its inception. Currently a managing partner of the industry consulting firm TAG Strategic, Ted is one of the most influential voices in digital music today and can be seen speaking on the subject worldwide.

Richard Feldman - A very successful songwriter, producer and Grammy winner with platinum and #1 records to his credit, Richard is the CEO of a music library publisher called ArtistFirst Music and the president of the Association of Independent Music Publishers. Richard comes to publishing from the point of view of a musician and songwriter, and he has a unique perspective on the changes that M30 brings.

Larry Gerbrandt - An expert on entertainment analytics, Larry Gerbrandt’s Media Valuation Partners advises its clients on the economics of media and content on traditional and emerging technology platforms. Formerly a Senior Vice-President with research giant Nielsen Analytics, Larry provides a wealth of experience in entertainment market research that we’re pleased we could tap. Get ready for some interesting and insightful facts and figures regarding sponsorships, branding and advertising - all the things necessary to monetize M30.

Bruce Houghton - Bruce Houghton started his highly influential Hypebot blog because he wanted to better understand the changes in the music business in order to help educate the clients of his Skyline Music agency. Since then, it’s become a must-read for anyone at any level of the music industry. Bruce’s keen observations come not only from being a highly prominent blogger but as a booking agent working in the industry trenches every day.

Thom Kozik - A seasoned tech industry executive for over 20 years, Thom Kozik has spent considerable time on the gaming side of the tech industry, having served as president of gaming search engines Wazap!, and All-Seeing Eye, (which he sold to Yahoo in 2004), before he became Director of Business Development for Yahoo!’s Media Group. Thom now serves as Managing Director for Bigpoint, one of the largest gaming companies out of Europe.

Gregory Markel - One of the pioneers of search engine optimization and marketing, Gregory Markel’s Infuse Creative touts major entertainment clients such as Gibson Musical Instruments, New Line Cinema, The National Geographic Channel, Led Zeppelin, the Rolling Stones, the television show 24, and many more. As a recording artist formerly signed to Warner Brothers (and a great singer too), Gregory has a deep empathy for the plight of today’s artist and provides an abundance of social media advice in his interview.

Rupert Perry - One of the most respected and beloved executives in the music industry, Rupert Perry held a variety of executive positions with EMI for 32 years, from VP of A&R at Capitol, to president of EMI America, to managing director of EMI Australia and later, EMI Records UK, to president/CEO of EMI Europe, to the worldwide position of VP, EMI Recorded Music. During his time at EMI, Rupert worked with variety of superstar artists such as The Beatles, Blur, Duran Duran, Iron Maiden, Nigel Kennedy, Robert Palmer, Pink Floyd, Queen, Radiohead, and Cliff Richard. Rupert is well up on the latest technology and trends within the music business and shares some surprising contrasts between the old business and the one we’re in right now.

Ken Rutkowski - Ken Rutkowski is widely considered to be one of the most informed and connected people in the media, entertainment and technology markets today. His daily radio and Internet show, World Tech Round-Up at kenradio.com, is a source of inside information for listeners in more than 40 countries, often scooping the major media and giving perspective to emerging trends, developments and industry maneuvers. Ken is also the creator and guiding force behind the Media Entertainment Technology Alliance (METal), a members-only group of alpha influencers.

Derek Sivers - Derek Sivers' life has certainly been interesting so far, from working as a musician/ringleader of a circus to a stint at the publishing giant Warner/Chappell to being on the road as a touring musician to creating and running CD Baby, one of the most widely used music distribution services today. After selling CD Baby in 2008, Derek now spends his time thinking of new ways to help musicians. As you’ll see, his insights are as thoughtful as they are cutting edge.

Howard Soroka - I first met Howard Soroka when he was the primary programmer for the famed GML recording console automation system some 25 years ago. Since then, Howard’s gone on to being more executive than programmer, rising to vice-president of media technologies at Universal Music Group's eLabs. Always on the cutting edge of technology, Howard had some great insights on the digital workings of the world’s largest record label as well as a look into the future of the music business.

Jacob Tell - Jacob Tell’s Oniracom is a new breed of company that provides a full line of digital media services to artists, labels and management.  Helping artists in the digital space before there was a YouTube, MySpace, and Facebook, Jacob has watched the development of Web 2.0 and learned how an artist can best take advantage of it along the way.

Michael Terpin - Michael Terpin is the founder of SocialRadius, a marketing and public relations company focusing on social media outreach and strategy. Among the projects that the firm has worked on include the outreach for recording artist Will.i.am’s Yes We Can video for the Obama campaign (which won 2008 Emmy, Global Media and Webby awards), social media event marketing for Live8, LiveEarth, the Green Inaugural Ball and the David Lynch Foundation, and the social media launch of start-ups ranging from Software.com to Shapeways.

As with my other books, the full interviews are included because they're not only insightful, but a fun read as well. As an example, here's an excerpt featuring Infuse Creative's Gregory Markel.

Thanks once again to all contributors!