by Sam Blake
The 2014 Music Blogger event took place on 12/13/14, and the day’s proceedings came together as smoothly as the numbers in the date. Ms. Victoria “Vic-E” Coker, creator of Music Blogger and proprietress of themusicdiary.com, was host for the day. Before the panel kicked off, she welcomed attendees to the Hamilton Fish Park Public Library down on East Houston with a brunch-tastic array of pastries and beverages. Once we all trickled in and had some time to snack and get acquainted with one another, Vic-E took to the stage with her two panelists: Benji Rogers, Founder and President of PledgeMusic; and Sherwin W. Raven, Director of Marketing and Strategic Partnerships at UBuzzin. Benji and Sherwin provided their insights in response to Vic-E’s thoughtful questions, which focused on what artists can do to advance their creative careers in today’s ever-evolving business and technological landscape. On the whole the panel had a friendly, conversational vibe, and offered attendees plenty of helpful information. Here are three pieces of advice I found most valuable from my seat in the audience:
1.
Own
Your Data: What if, Benji Rogers asked, for whatever reason, Facebook
decided to shut down your artist or company page? Among other things, you’d lose
your ability to connect with and contact your fans. That is, unless, you had
made sure to own your data. So, Benji advised, keep a contacts list separate
from your social media platforms. And be proactive about making that list grow.
At every performance, don’t be bashful – pass around a clipboard and ask people
to write down their contact info. Afterward, follow up with them. Thank them
for coming. Showing your appreciation will make them more likely to spread the
word about you; in essence, you’ll be creating your own free, makeshift
marketing team, and you’ll be earning all the information you need to keep it
engaged, supportive, and thriving. You might even earn yourself a “super fan”
or two, who, according to Benji, account for 34% of all music spending throughout the industry. Which brings us
to point #2…
2.
Provide
Your Fans an Experience: The music you create and the show you put on are integral
to building a fan base. But offering your fans a unique way to connect with you can give you an extra leg up and
propel your career forward in a big way. Try sharing your creative process with
your fans. Give them access to how your music is made; even better, let them
become a part of it. Show your most devoted fans exclusive videos of you
developing a new song in your apartment, for instance. Give standout supporters
the guitar pick you used to record your album. Bottom line: make interactions
with your fans more than just self-promotion. Instead, give them a special,
one-of-a-kind experience that only you can provide.
3.
Use
Your Resources: Sherwin highlighted how important a top-notch digital presence is, especially on YouTube. There are tons of tools out there to effectively and affordably promote your creative work; it's up to you to make sure you use them. Remember, though, that it's not all about promotion; these tools also offer the invaluable opportunity to connect with your community. And in the digital realm, quality trumps quantity. In today’s climate, artists must be diligent in order to take advantage of the value these resources offer.
All of
these pieces of advice are underpinned by one main point: make an effort – at your shows, on your social platforms, and in
the way you keep your fans engaged. Be strategic. Be thoughtful. And work hard.
That’s what it takes.
The panel concluded with a brief audience Q&A, after
which attendees had the chance to network with one another. Lots of numbers, business
cards, and reflections were exchanged. All in all, the Music Blogger 2014 event
offered plenty of food for thought, and more than enough food for eating. In my
book, that’s a success.
Sam Blake is
co-founder and CEO of Mochi House, a music production and career development
collective in New York City. Interested in developing your creative vision and
advancing your artistic career? Check out www.Mochi.House, or contact him at
Sam@Mochi.House.
No comments:
Post a Comment