Bob Baker's The Buzz Factor

On the eve of Independence Day in the USA, I thought I'd share this excerpt from my book, Guerrilla Music Marketing, Encore Edition:

We hear the term "indie" bounced around a lot these days. It's become quite a trendy word (although some of us have been preaching about it for more years than most). So, let me ask you …

What's your definition of indie?

Many people think of it as a reference to a musician, small record label, or film company without an affiliation with a major corporation. That's true, but I believe it has a much deeper meaning than that.

(By the way, "indie" is an abbreviation for "independent." The "ie" at the end is the proper spelling, as opposed to "indy," which is usually a reference to Indiana or Indianapolis -- as in the Indy 500. There's your grammar lesson for the day.)

I think of indie in much the same way I think of the term "guerrilla." It's more than a simple, surface-level reference to your financial backing. I believe it's a state of mind and a way of life you must bring to your entire pursuit of music.

The best way to explain my angle on this is to use an acronym. So here's my definition of I-N-D-I-E, with every letter standing for a separate concept (and I didn't even use the word "independent," which was tempting considering I had two I's to work with).

I - Inspired

To embrace the indie frame of mind, you must be inspired. You have to know in your gut that music is what you are meant to do. You must become energized when writing, recording and performing your music. Hopefully, this is something you already experience fully, without having to force yourself to feel that way.

When this kind of natural inspiration comes over you, it's a sure sign that you're on the right path. And you will need this desire to carry you through the ups and downs that you will surely encounter as you pursue music on your own terms.

N - Nontraditional

Indie musicians don't mind learning about what has come before, and they are happy to listen to the "rules" that others say are required to have a successful music career. However, the smartest indie artists keep their minds flexible and constantly question whether the supposed "rules" of the past really apply to them. They actually develop a mindset that seeks out the road less traveled. And when they spot a good idea that's off the traditional path, they fearlessly go after it without apologies.

D - Determined

Successful indie artists are fixated on their goals and determined to reach them. They leave room to veer from the original plan, when needed, but they are steadfast in their desire to produce great music, reach fans, sell more CDs, etc. With this attitude, obstacles become short-term learning experiences along the road to higher levels of success.

I - Innovative

Being indie means thinking outside of the proverbial box and looking at fresh opportunities from every angle. It means not promoting yourself the same way a thousand other acts have. It means being resistant to knee-jerk marketing tactics and open to new ideas and overlooked avenues for exposure.

E - Empowered

Indie musicians don't wait for someone or something else to come along and rescue them. They don't pray for a "lucky break" or to "be discovered." They know to the core that the power to succeed with their music resides inside of them. And they understand that it's their mission to tap into that personal power and use it to share their music with the world.

Let's recap my definition of INDIE:

I - Inspired
N - Nontraditional
D - Determined
I - Innovative
E - Empowered

Commit this acronym to memory. Better yet, make a photocopy of this post and pin it up where you'll see it every day.

Being INDIE has nothing to do with what company you are or are not affiliated with. It has everything to do with how much you take control of your own life and take steps to build the kind of music career you deserve.

-Bob

P.S. Guerrilla Music Marketing, Encore Edition is the sequel to my popular Guerrilla Music Marketing Handbook. It's not an updated version of the Handbook, it's a completely separate book with different content. So if you enjoyed the Handbook, you'll love the Encore Edition too.

Imagine this ...

You get an email from someone you've never heard of or heard from before. He writes:

"I've sampled a bunch of your free downloads online, and honestly, I haven't heard one song I really like. So I'm not sure I want to spring for your new album. Tell you what ... give me the entire album for free, and if I find a few songs I enjoy, I'll pay you for it. Deal?"

How would you respond? (Once you stopped cursing, that is.)

I ask because I got an email just like this a few days ago. Only this guy wasn't asking about my music; he was referring to my articles, blog posts, and books.

He said he hadn't found anything of value in the stuff he's found of mine online. Then he asked if I would give him some full ebooks for free. If he found something that "worked" in the books, he would gladly pay me.

How do you think I responded?

Thanks, but no thanks!

Why? Don't I have confidence in my own material? Wouldn't he be rushing to compensate me if he were only exposed to the awesomeness of my best ideas?

YES, I have confidence in my material. But NO, I doubt very much he'd ever be willing to pay for anything I publish, regardless of the cost or the arrangements.

The point being ... this guy is a "fringe fan." He is not my ideal customer. And while I welcome suggestions and respect a diversity of ideas, I won't lose any sleep over what this guy thinks.

Do you feel the same way about your fringe fans?

The reason I ask: Artists like to please people. We love a kind word and a pat on the back. Therefore, I bet you often let music consumers of all stripes steer the way you run your career.

So you give everything away, or you beg people to attend your shows, or you water down your identity so you don't offend anyone.

And guess what? That's a sure recipe for failure!

Don't get me wrong. You must be aware of the response you're getting from people. Your radar must be up at all times monitoring which songs get the most positive response and what types of people are attracted to your music the most. That's good.

But at some point you must draw a line between how you serve your "ideal fans" and how you react to everyone else.

For me, I know my ideal fans are proactive indie artists who understand the value of lifelong education and feeding their minds with fresh ideas on how to promote and sustain a music career. Those types of musicians are a small subset of the planet's entire musician population.

So when it comes to the cynical "prove it to me" music crowd ... I wish them well, but I don't expend energy in trying to please them. They are not a part of my core "tribe," as Seth Godin says. They are on the outskirts of it.

I suggest you not be distracted by the people on the fringe of YOUR tribe. Don't insult them (unless that's a part of your brand identity), but don't cower to them either.

Focus on the people who matter the most: your ideal fans!

-Bob

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Get your FREE copy of my Music Marketing Secrets special report. It shows you how to get more exposure, attract more fans, and sell more music! Go here to grab your copy now ...

Have you heard the news?

MySpace just laid off 30% of its workforce. Twitter and Facebook are on a steady rise -- for now. Streaming remote music sites like Spotify (currently available only in Europe) are gaining a lot of traction. And Richard Branson's Virgin Media just launched a new music download subscription service.

Whew!

It's enough to make your iPhone spin out of control and careen into your Amazon Kindle :-)
A LOT of change has taken place in the music industry over the past eight or nine years. Come to think of it, a lot has changed in the past six months alone.

People are confused. Musicians want answers. Self-promoters need to know the best way to invest their limited time and money. Industry veterans plead for the roller coaster ride to just stop already!

Here's the truth ...

There are no answers!

There are no rules, no strict guidelines, no risk-free road maps to widespread fame.

That sucks, doesn't it? Well, it can. But you have another choice:

Have some fun with it!

Experiment. Try stuff. For instance, be the first artist to [do something outrageous] using [the latest hot social site or app]. Fill in the brackets with different combinations till you find a winner.

Let your imagination wander and ask lots of "What if ..." questions. Then get busy creating your own little mad scientist music marketing laboratory.

While the technology and tools change constantly, some things remain important no matter what:

• Understanding who you are as an artist
• Knowing the type of person most likely to enjoy your music and identity
• Communicating who you are and what you play clearly and quickly
• Putting yourself in a position to be discovered by your ideal fans
• Being accessible to fans and having a direct conversation with them
• Building relationships with people over time
• Making enticing offers to purchase your for-sale music products and services

But the way you pursue these timeless elements is up for grabs and constantly evolving. And that's where you can thrive today.

So let go of your need for certainty. Don't be so tight-assed about needing to know all the answers.

Again ... Experiment. Try stuff. And pay attention to the results you get from your efforts. Then simply do more of what works and less of what doesn't.

Here's the conclusion reached in a music industry report published last year called "Meet the Millennials":

In summary: technological advancement will promote further diversification in the music industry, in terms of business models, content and mechanisms for artist/fan interaction.

No single approach is 'the next big thing,' and experimentation is strongly encouraged. No one can afford to wait for proof of concept when the next big innovation is always just around the corner.

Millennials [young people who have grown up in the digital age] are constantly experimenting with and evaluating their experience as consumers. We suggest the music business does the same.

Sounds like great advice to me!

What do you think?

-Bob

If you don't own it yet, check out Guerrilla Music Marketing Handbook, the classic guide to indie music promotion. Revised and updated, with four new chapters on Internet and Web 2.0 music marketing.

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"Indie Music Publicity Bootcamp"

This one is a 5-hour audio recording of an in-depth workshop I did in New York with Cyber PR specialist Ariel Hyatt. If you're ready to rock your media exposure to new levels, this resource is for you!

Learn more about the Indie Music Publicity Bootcamp.

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"How to Tap Into NACA and the Lucrative College Music Market"

Have you heard of the National Association for Campus Activities (NACA) or the Association for the Promotion of Campus Activities (APCA)?

These organizations have regional and national conferences where musical acts of all kinds showcase in front of hundreds -- sometimes thousands -- of college campus entertainment buyers.

If you do well at a NACA or APCA showcase, you can book dozens of college shows worth tens of thousands of dollars in one fell swoop.

Find out more about this opportunity here.

-Bob

Remember the movie Groundhog Day, starring Bill Murray and Andie MacDowell? Murray plays a weatherman who finds himself living the same day (February 2) over and over again in Punxsutawney, Pennsylvania.

No matter what happens on any given day, the next morning he wakes up at exactly 6:00 AM to the sound of Sonny and Cher's "I Got You Babe" on the alarm clock radio. Even though his memory of the previous day is intact, everyone he encounters is seeing him for the first time -- going through the exact same motions as the previous day.
That plot is a good metaphor for success with music -- or anything else, for that matter.

Let me explain what I mean by first taking a quick detour that will bring this all into focus ...

Earlier this year Oprah Winfrey admitted that she had lost a lot of ground with her weight -- even showing unflattering before and after pictures on the cover of her magazine.

Bob Green, her personal trainer, was interviewed on Larry King Live soon after. He recalled a time a few years ago when Oprah celebrated her weight loss by saying something like, "I've made it. I finally conquered the weight demon."

Green said that was part of her relapse problem. She considered her weight issued solved instead of something she had to work at every day. That's when this Groundhog Day Success Method idea started to form.

How often do we do that with our personal endeavors? We reach a goal, overcome a challenge, attend a workshop, read a book, have a new insight, enjoy a breakthrough, or attain a new status level ... and we celebrate!

Don't get me wrong. Celebrating is good! You should savor all the small and large victories along the way.

But sometimes that celebration can turn into laziness -- especiallly if you adopt the "I've arrived" mentality.

The solution: Treat every day like you're Bill Murray in Groundhog Day. No matter what happened the day before, treat today like you have to do it (and earn it) all over again. The slate has been wiped clean and it's up to you to make something happen again.

And that goes for both positive and negative results of the past. If you reached an important milestone yesterday, you can enjoy the memory. But get to work striving for something new today. If you fell flat and made a giant mistake yesterday, don't focus on it. Because today is a brand new opportunity to start fresh.

This way of thinking also helps you cultivate what's called the "Beginner's Mind." Remember when you were just starting to play and perform, and how everything was so fresh and exciting then? Bring that same state of childlike being to everything you do in the present.

You'll never know it all. You'll never have it all. You'll will never "arrive"! So don't kid yourself into thinking that's where you are or that's where you're headed, because you'll never get there.

Appreciate the past, affirm your positive future, but live and enjoy life in THIS moment. It's the only one you have, and it's the only time when you can truly make a positive impact -- on a consistent, daily basis!

Treat every day like you're doing things for the very first time.

Which reminds me ...

Remember the movie Groundhog Day, starring Bill Murray and Andie MacDowell? Murray plays a weatherman who ...

:-)

-Bob

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Get your FREE copy of my Music Marketing Secrets special report. It shows you how to get more exposure, attract more fans, and sell more music! Go here to grab your copy now ...

Have you ever thought of getting into the children's music market? You're not alone. It seems there are a lot of people who want to publish either a children's book or music CD -- or both!

But this musical niche is a little trickier to navigate than other genres.

A few months ago, Mr. Billy (an accomplished indie artist who specializes in music for kids) sent me some questions for an article we was working on, and it gave me a chance to offer some marketing tips in this specialized area.


Here's part of that Q and A exchange:

What are the main differences to consider when promoting kids music as opposed to other musical genres? What's the #1 Rule for marketing in this genre?

The main thing that sets apart children's music is that you have two audiences you must cater to: 1) the kids who consume it, and 2) the parents, teachers and grandparents who buy it. Most artists must simply focus on one type of end user consumer. But children's music has that added challenge.

The #1 rule? Focus your music on the kids. Focus your marketing efforts on the parents, teachers and grandparents. In fact, have a separate page on your site for each group: one for parents, one for teachers, etc.

Also, create some interactive activity on your web site that kids can do. Take a look at what Webkinz and Build-a-Bear have done to get ideas. If you can get kids to repeatedly ask their parents if they can go to your web site and play, you will be "top of mind" when the next birthday or holiday rolls around.

And that's the main question you should ask yourself: How can I get the idea into a parent's or teacher's mind that I am a good resource for their kids?

Also, at your live events, offer something that kids can take home with them. Even if it's a simple sheet of paper with quizzes or cartoons. And make sure your web site address is on it. Better yet, create a fun list of questions, and make it so that the kids/parents must go to the web site to get the correct answers.

-Bob

If you don't own it yet, check out Guerrilla Music Marketing Handbook, the classic guide to indie music promotion. Now revised and updated, with four new chapters on Internet and Web 2.0 music marketing.