Ditch the Same Old and Try Something Good for a Change...

If I had a quarter for every band t-shirt I have, I bet you I would have enough to buy just about every Sevendust album.  No wait a second, I think I have every album.  Anyway...

New clothes are always great, and there is nothing better than wearing a pair of my favorite Econoline Crush boy shorts or a glow in the dark thong from some washed up rock band (I won't mention names) - but seriously, what's up with the boring same-old same-old?!  The last piece of band clothing that distinctly stood out to me is my gal pal's GoGol Bordello's polo dress - that was a pretty sweet find, actually.

I know - bands need merch to survive.  There is no money in record deals these days. Merch, along with the live show is the biggest source of income for a band (and if you know what you are doing - you also have a few publishing and sponsorship deals up your sleeve).  I got that.  I've sold tons merch for a ton of bands.  And people buy it, lots of it.

I'm not saying to stop selling merch.  But, if you really want to get noticed - do something big.  And by 'big' I don't mean you have to have a big bank account.  Do something memorable.  And do something that brings some good into the world.  There are enough senseless assholes going around...when you do something beyond the typical selfish acts of "buy my music!!" - it gets noticed, in a big way.  And not to mention, the promotional payoff is f***ing sweet.  Not only that, you also get that warm fuzzy feeling deep down inside.

Max Lenderman talked about this at last week's Art of Marketing conference that I attended in Calgary.  Calling it Experiential Marketing, Max dived into examples that go well beyond the typical branding and marketing platform.  Did you know that in some parts of India, they don't have televisions (I'm sure you knew that)...so how do companies get their name out?  They travel to the remove villages, turn their trucks into stages, and perform plays - acting it out.  Neat, eh?

Have you ever thought about getting on board a charity?  Could you imagine?  Front page of the news paper reads:  Local band (insert name here) Helps Build New Homes for Victims of...And Plays Free Concert..."

Perhaps it's just my opinion, but that would stand out to me far more than "So-and-so Releases New Album..Check Out Their Show at Such-and-Such Venue...Buy a Ticket to Support Their Starving Asses"

Guess what?  Promoting yourself isn't always about making people buy your shit so you can do that XCross American tour and make sure you hit up Vegas on the way.  If I, or anyone, for that matter knew you were doing something good for humanity, and trying to put an end to idiot takover, I would be far more inclined to support that band's efforts and give them my hard earned dollar.

Want to see just how cool it is to watch a good message spread?  Check out the video below - it too will give you that warm, fuzzy feeling deep down inside. 

And just for the record...if you have your doubts...this video received millions of views in only a few days.  Goodness spreads...use it to help yourself, others, and build your name. 

By the way...this video is how I started listening to Sick Puppies.  Just sayin :)

Communicating Like a Human...Because You Are Human...Right?! Riiight??

So you have a band.  And you think you're pretty good.  That's great!

Now what?  If you have the connections, even better.  Much of the music industry is, in fact, who you know.  But at the end of the day, if you don't have a highly creative plan to put your music in the ears of consumers - it's not likely that anyone is going to invest the time or money into your band (Duh, right?!). 

Last week I had the opportunity to attend the Art of Marketing Conference in Calgary, Alberta.  While I didn't necessarily take away anything I didn't already know - it was a good refresher on some of the most crucial aspects of marketing.  Many of which can be put to use in the music and entertainment industry.

Gary Vaynerchuk said it best when he outlined the importance of maintaining personality and communication with those that support you.  I mean, really, the guy is a multi-millionaire...does he really need to worry about how he communicates to people?  Of course he does.  Not only does he run multiple businesses, but still makes the time to communicate with anyone and everyone that reaches out to him.

What are you doing to communicate with the people buying your music?  Are you simply spamming them via Facebook or Twitter?  If so, why should they listen to what you have to say?  I can tell you that I am on the receiving end of a lot of that stuff - this is where the Delete button is quite possibly the greatest invention ever.

Secondly, are you blasting everyone under the sun with your messages?  While that may be working to your advantage to get your name recognized - a die hard metal lover is likely not going to want to hear about your country band playing some rodeo next weekend.  Find out who is listening to your music, I mean who is REALLY listening, and who has a potential taste for it.  Zero in on those people to help you build your name...not just anyone that taps their foot. 

I know, it's all pretty common sense, right.  So what's the point of this?  No one is expecting you to stop focusing on your music - but take some time to create some REAL communication with others.  Once a band hits a certain 'plateau' they become too busy for real communication.  Or, they have someone else do it for them.  Just because your making a living at hitting the stage everyday, doesn't excuse you from communicating like a human.  Real interaction is one of the most powerful marketing mediums out there.  So why let it go to waste?

That's what sets you apart, and that is what gets noticed.  I can tell you that I work for a company and I send out the same message to a quarter of a million people.  In a time where just about everything is automated...when you do something real, it goes a long way. 

And that word spreads, trust me on that one.  Next time you want me or anyone else to pay attention to your music - show us why. 

Artsy-Marketing-Goodness-O-Rama

I've been absent for a short time...what can I say, there is not enough time in the day sometimes.

Tomorrow a fine (not to mention extremely good-looking) crew, along with myself will make our way to the beautiful city of Calgary, Alberta to attend the Art of Marketing. 

Lead by industry veteran, and a leader in creativity and innovation, Sir Ken Robinson (yes, a Sir!) the day long conference will undoubtedly be one filled with plently of learning and some wicked cool new concepts.  Not only that, there is a ton of other high-profile speakers on the list.  I'm pretty stoked about this.

What does this have anything to do with music?  Plenty.  A band/artist without a solid and incredibly unique  marketing plan may as well stay in their garage.  The music can be the best of the best - but if you don't have an interesting enough way to enter into consumers' minds - forget spending your hard earned cash on that semi-reliable gig van with shag carpet and leapord print interior.  Marketing your band goes far beyond keeping an updated Myspace page, Facebook or Twitter - far beyond your stage image - and far beyond the glow in the dark autographed women's thongs you sell at your gigs.

In my opinion, your marketing efforts are just as important, if not more than your practise schedule.  That's if, of course, you want to get out of the garage and stop playing cover gigs in sweaty, run down bars.

Looking forward to sharing some the highlights when I return!