Bob Baker's "The Buzz Factor" Delivering music marketing tips, self-promotion ideas and more since 1995 - http://TheBuzzFactor.com/ November 13, 2003 - Vol. 9, Issue 32 In This Issue: 1. Names, Numbers and Big Breaks 2. Turning Weaknesses Into Marketing Strengths 3. More on Playing for Fr-ee vs. Playing for Fee (Note: when you see words like fr-ee and s-pam, they are altered to help keep this message from being filtered or trashed :) __________________________________________________ See the end of this message for details on how to get on and off the Buzz Factor mailing list. __________________________________________________ Welcome! => 1. Names, Numbers and Big Breaks Last week I received an e-mail that sounded similar to many I've received over the years: "Bob, I have a band with hot players and great songs. But we need to get to the next level. Please give me the name and number of someone who can give us a break and help us move ahead." Hmm ... How am I supposed to respond? "Oh, you need to get to the next level? Then call Joe at 555 ..." The e-mail writer didn't even tell me what type of music he played, much less try to establish a relationship with me before making this plea for help. Two things are wrong with this e-mail request. First, when music people say, "I just need my big break" or "If I could only be discovered by someone," they're putting control of their career in someone else's hands. I don't believe success is determined by something outside of yourself. With the independent-minded attitude I advocate, success is directed from within. So if you're waiting to be "discovered," you may wait a long time. Take control and push forward on your own to create great music and reach more fans. That said, I do agree that it can be very beneficial to have fans who are in a position to help you reach even more fans. For instance, when a disc jockey, music editor or booking agent "discovers" your music and really enjoys it, sure, they can do things to boost your notoriety. And that's a great thing. But those specific key people are unique to each artist, and they usually appear organically throughout the natural process of an artist pursuing his or her career (although you can take reasonable steps to make those connections happen quicker). The agent that can help Punk Band A will be of no use to Country Singer B. Understand? So begging for "a name and a number" doesn't make sense unless it's targeted. Bottom line: Make sure your career is inner directed and controlled by you. And keep your eyes open for the natural key contacts that are a good "match" with you and your music. However ... Knowing that Buzz subscribers do have an interest in names and numbers, in the next issue I will put together a resource list of people and services I recommend for everything from career development and voice lessons to CD sales and music law. Happy now? News of Note ... Here's a great idea for a compilation CD: songs based on the subject lines of unwanted s-pam e-mails. Check out http://makeashorterlink.com/?P2E462F76 and http://www.bradsucks.net/?nav=oti CD Baby teams up with Tower Records to sell indie music http://makeashorterlink.com/?N2DB32786 This one concerns me. Venture capital firm Dimensional Associates has purchased Emusic and plans to combine it with its other "acquisition," the Digital Club Network. The head of Dimensional says, "We're trying to aggregate services in this niche that has been called independent music." (Man, I always love a good aggregation.) Dimensional also recently bought The Orchard, a large global distributor of indie music. The venture capital guy also says, "We are very opportunistic." Yeah. I don't know about you, but corporate buzz words always make me a little nervous. http://www.nypost.com/business/9754.htm FYI, Audio Lunchbox claims to be "the premier online destination for downloading the hottest independent music and getting the latest scoop on upcoming and established artists. Our goal is to offer the most complete, genre diverse library of independently distributed digital files at one destination." Check it out at http://www.audiolunchbox.com/ -Bob P.S. I just added the last few months' issues to the 2003 e-zine back issues page. You'll find it on the Buzz Factor Premium Content site at http://www.bob-baker.com/buzz/zine/pc.html along with other subscribers-only goodies! __________________________________________________ => SPREAD IT AROUND Forward this issue to your friends and fellow musicians. Encourage them to subscribe. It's easy ... and it's fr-ee! __________________________________________________ => 2. Turning Weaknesses Into Marketing Strengths by Marcia Yudkin As a television reporter, Oprah Winfrey failed because she couldn't help choking up when she reported on tragedies. As an actress, she met a similar downfall: She'd cry over the other actors' scenes and run out of the necessary emotion for her own scenes. But as a talk-show host, her irrepressible empathy has found a perfect home. Her ability to tune in to just about anyone has made her one of the most popular entertainment figures in the world. Photographer Sam Abell used a slightly different strategy to turn what appeared to be a shortcoming into a strength. In the 1970s, National Geographic editors told him his work was "too quiet." Instead of switching careers or changing his style, "I resolved to make the quiet in my photography more compelling," he says. Critics now praise his work as "expressive" and "sensitive," and National Geographic regularly features his work. What's your biggest imperfection? By changing the context, serving a different audience or refining it into a specialty, you may be able to transform it from a fatal flaw to an appealing calling card. The above appeared in Marcia Yudkin's Marketing Minute, a free weekly e-mail newsletter of marketing tips, anecdotes and strategies. Read the current issue and subscribe at www.yudkin.com/marksynd.htm Note from Bob: I heard a similar idea expressed by Gilli Moon, when I caught her workshop at 2NMC in Nashville. She related how she has never been that great at playing guitar but she had a knack for playing piano/keyboards. Instead of trying to improve her shortcomings, she focused on her strengths. I agree. Take the qualities that come naturally to you and that seem to be part of your DNA ... and develop them into a trait that you can position as a marketable benefit. Don't take your talent inclinations for granted. What comes natural to you musically just may be the key to your future success. ============================================= Award-Winning Web Design ... and hosting for as low as $3.95 with outstanding support! Flash files, streaming media and more. http://www.cdkweb.com/buzzfactor.asp ============================================= => 3. More on Playing for Fr-ee vs. Playing for Fee The debate (let's call it a lively discussion) continues. Is playing a f-ree gig wrong? Does it lower the value of all musicians -- especially those who are trying to earn a living playing music, in addition to simply trying to get exposure? I tend to agree with the simple attitude of subscriber Carl Wade (www.carlwade.com), who writes: "I don't mind playing a benefit for a good cause. But if a venue or promoter is making money on a performance, I should too." Sounds like a good plan to me. But life is not always so black and white. There are many shades of gray. What if you have the opportunity to open for a local or national headliner at a sold-out show? Should you only do it if you get paid? Or what if you're a New Age artist and you approach the organizers of a holistic fair about performing during their event. They tell you they have no plans or budget for live music, but you're free to set up and play for fr-ee, sell CDs and keep all the profits. Should you turn down a chance to reach new fans and make some cash because they aren't offering a set fee? Each artist has to make decisions based on his or her situation and needs. Subscriber Dan (www.theunpronounceable.com) feels that way, too: "Playing for fre-e is a tough one. My band plays a bunch of shows for a New York promoter. Sometimes we make money, sometimes we don't. But if we get 10 to 20 names on our mailing list a night, then I'm happy. Those people who sign up, if marketed to correctly, will bring people with them the next time they come see our band or will buy CDs. Mailing list names are more valuable to me at this point in our career than the money. We're making an investment and those names are the capital upon which we build our music. "It's an industry and competition is fierce. Whining about the guys who don't charge anything is missing the point. Find a creative way of competing with them. You have to pick your battles. Would any sane person not play a show to 2,000 people without getting paid? There are no rules. Anyone who thinks there are is probably in the wrong business to begin with." Is this the final word on playing for f-ree? I'm sure it won't be. Until next time ... Get out there and promote yourself! -Bob __________________________________________________ => Most Popular Books and Reports at TheBuzzFactor.com - Guerrilla Music Marketing Handbook: 201 Self-Promotion Ideas for Songwriters, Musicians & Bands - http://bob-baker.com/buzz/music_marketing.htm "Bob's 'Guerrilla' book is the most directly applicable, start-tomorrow, creatively inspiring book I've ever seen on promoting your music!" -Derek Sivers, president of CD Baby, www.cdbaby.com - Unleash the Artist Within: Four Weeks to Transforming Your Creative Talents into More Recognition, More Profit & More Fun - http://www.bob-baker.com/buzz/unleash.html "When I picked up 'Unleash The Artist Within' my intention was to read it when I had the time. Ha! I started reading it right away and I simply could not stop. I finished the book in nearly one sitting. What a great book!" -Lee Silber, author of "Self-Promotion for the Creative Person," www.creativelee.com - Branding Yourself Online: How to Use the Internet to Become a Celebrity or Expert in Your Field http://www.bob-baker.com/buzz/byo.html - Online Music PR Hot List: 101 Publicity Sources http://www.bob-baker.com/buzz/music_pr.htm - Killer Press Kits: The 29 Most Important Elements in Creating Sizzling Music Publicity Materials http://www.bob-baker.com/buzz/presskits.html __________________________________________________ REPRINT PERMISSION Would you like to run some of the content from this issue on your web site or in your e-zine? You may do so for free as long as you add the following credit: "Reprinted from Bob Baker's The Buzz Factor, featuring free marketing and self-promotion ideas for songwriters, musicians and bands on a budget. Visit www.TheBuzzFactor.com for details." __________________________________________________ To START getting The Buzz Factor, send an e-mail to addme@thebuzzfactor.com with the words "Send Me the Buzz" in the Subject line. Or visit http://TheBuzzFactor.com/ __________________________________________________ The Buzz Factor is published by Bob Baker PO Box 43058 - St. Louis, MO 63143 Phone: (314) 963-5296 - E-mail: bob@thebuzzfactor.com http://www.TheBuzzFactor.com/ (c) 2003 by Bob Baker - All Rights Reserved |