"Rock Your Net" is a music marketing seminar presented by Charles Alexander of Outside The Box Music.

1. Rock Your Net
Charles Alexander
www.outsidetheboxmusic.com

2. Rock Your Net
Alex Cur.s
Creators Freedom Project
www.outsidetheboxmusic.com

3. Rock Your Net
Paul Schatzkin
Cohesion Arts
www.outsidetheboxmusic.com

4. Rock Your Net
Doak Turner
Nashville Muse
www.outsidetheboxmusic.com

5. Rock Your Net
Wayne Leeloy
Ar.st Services Manager
TopSpin Media
www.outsidetheboxmusic.com

6. Rock Your Net
Rachel Barnhard
Alex Cur.s
Pinky Gonzales
David Hooper – Music Business Radio
Lydia Hutchinson – Performing Songwriter
Ariel HyaK – Cyber PR
Mark Krejci
Wayne Leeloy ‐ Topspin
Michael LoveK
Mark Montgomery
Kate O’Neill
Paul Schatzkin
Deanna Walker
www.outsidetheboxmusic.com
Acknowledgements

7. Rock Your Net
A Singer‐Songwriter Meets A Suit
Brooke Lundy’s YouTube Channel
www.outsidetheboxmusic.com

8. Rock Your Net
• Get signed to major label for $1 million dollars
• Actually the way things are going, make it $2 million
• You have an amazing team behind you and all you have to do
is just show up. They’ll do everything else.
• A rich rela.ve died and leV you a big pot of money.
• T‐Bone BurneK endorses and champions you. Also told you to
stay off the Internet. Anyone remember this?
• You can afford and s.ll pay for major/primary market radio
airplay.
www.outsidetheboxmusic.com

9. Rock Your Net
So Good Luck With That
Now For The Rest of Us…
www.outsidetheboxmusic.com

10. Rock Your Net
Philosophy
Some Central Thoughts & Observa.ons
www.outsidetheboxmusic.com

11. Rock Your Net
No one is coming to save you.
How does that make you feel?
‐ Derek Sivers, founder of CDBaby
www.outsidetheboxmusic.com

12. Rock Your Net
What Do You Want To Teach ( Your Audience)?
‐ Bela Fleck
www.outsidetheboxmusic.com

13. Rock Your Net
Source: Ars Technica
www.outsidetheboxmusic.com

14. Rock Your Net
Have A Plan
www.outsidetheboxmusic.com

15. Rock Your Net
The Plan
All I Need Is To Produce A Recording
All I Need Is A Web Site
All I Need Is A Web Site On MySpace
All I Need Is My YouTube Video To Go Viral
www.outsidetheboxmusic.com

16. Rock Your Net
Have A Real Plan
www.outsidetheboxmusic.com

17. Rock Your Net
Central Philosophy Behind The Plan
1000 True Fans
The Long Tail
www.outsidetheboxmusic.com

18. Rock Your Net
Central Philosophy Behind The Plan
What Is A True Fan?
A True Fan is defined as someone who will purchase anything and
everything you produce. They will drive 200 miles to see you sing.
They will buy the super deluxe re‐issued hi‐res box set of your stuff
even though they have the low‐res version. They have a Google
Alert set for your name. They bookmark the eBay page where your
out‐of‐print ediIons show up…They have you sign their copies.
They buy the t‐shirt,and the mug, and the hat. They can't wait Ill
you issue your next work. (They also can’t wait to hear from you)
Source: Kevin Kelly, The Technium Blog
www.outsidetheboxmusic.com

19. Rock Your Net
What Is “The Long Tail”?
Term coined by Chris Anderson while he was at WIRED
Source: Kevin Kelly, The Technium Blog
www.outsidetheboxmusic.com

20. Rock Your Net
What Is “The Long Tail”?
You need to connect with your True Fans
True fan spends a day’s wage – let’s say $50‐$100/yr
They come to your concerts, buy limited edi.ons
You want to retain their support
You also benefit from their direct feedback and love
Technology makes connec.ng easy
Web Sites, Blogs, Facebook, TwiKer, Youtube
www.outsidetheboxmusic.com
Par.ally Sourced: Kevin Kelly, The Technium Blog

21. Rock Your Net
Direct To Fan (DTF)
What is it?
One definiIon:
Direct‐to‐fan marke.ng (D2F) is the prac.ce of connec.ng an ar.st
directly with their fans to:
* Keep them aware of relevant news items.
* Engage them with content & experiences they find interes.ng.
* Create permission marke.ng rela.onships.
* Sell goods.
Source: Topspin Media
www.outsidetheboxmusic.com

22. Rock Your Net
Charles Alexander’s Immigrant Album Release DTF Campaign
A Song About All of Us
Remix Competition “Twisted”
Blog for Biology related
Musician Scientist Blog
Target:
2000-2500 fans on email list
Fan Acquisition Video EPK.
1500 FB Fans
Advance Copy/Press Release/Blog/Media
Apr 1st
FB ads Tin Pan South 2011*
Django FB ads CD Release Party
Dec 12 * Feb 1st Exclusive
(Video Release?) Phase II
Free Christmas Song Fearless EP Dinner Post
Release (Free?) CD Release Release
Fearless Video CD Release Live and Video
May10th 2011 /Ustream Events
YouTube cover of w
Free Fearless EP Pre Release “Witness” Django “Stand By Me” electro Merch Packages Pandora
to Mailing List via Redemption Paul v Charles Phase I a cappella version
Code to reward loyalty Smackdown YouTube Cross promote
on YouTube/Vimeo/Web Site cover of similar likeminded
Elvis Presley’s “All Shook Up” artists
FB ads
* Single - For an Email
* Entire EP - for FB Like and Share 2nd Video - Immigrant? Release songs
My America Project in development
Family/Parenting/Mommy/Daddy Blogs
Mar 1st
Magazines
T shirt and free My America Download Release videos
Local Press/Media Releases
for $15.
(with Rachel’s Music & Lydia’s Book)
Blog on issues
digital media education workshop for musicians /causes
www.outsidetheboxmusic.com

23. Rock Your Net
Have A Plan
www.outsidetheboxmusic.com

24. Rock Your Net
Build An Online Infrastructure
FaceBook
Amazon
MySpace (maybe?)
Web Site iTunes
YouTube
Email
Direct To
Pandora FAN
Music Marke.ng Plajorm
www.outsidetheboxmusic.com

25. Rock Your Net
You Can Also Market Direct To Publishers, A&R, Hit Songwriters & Peers
www.outsidetheboxmusic.com

26. Rock Your Net
Direct To Fan (DTF)
What is it?
I think it’s a bit more than that
www.outsidetheboxmusic.com

27. Rock Your Net
Build Awareness
Create Value
Acquire Fans
Build Community
Market DTF/Mone.ze
You Can Also Market Direct To Publishers, A&R, Hit Songwriters & Peers
www.outsidetheboxmusic.com

28. Rock Your Net
Build Awareness
Give Stuff Away
Build A Rela.onship
Use Media To Build Awareness
Be A Purple Cow
www.outsidetheboxmusic.com

30. hKp://virtualmusic.tv/2011/02/2010‐music‐website‐heat‐map/

31. Rock Your Net
Julia Nunes’ “Build Me Up BuKercup” Video
Julia Nunes on YouTube
This video: 2,094,000+ views
Cumula.ve: Upwards 42M views
www.outsidetheboxmusic.com More than 187,000 subscribers

32. Rock Your Net
Julia Nunes on YouTube
This video: 2,394,256+ views
Total Upload Views: Upwards 46M+
www.outsidetheboxmusic.com More than 187,000 subscribers

33. Rock Your Net
Have you heard of her?
YouTube videos in her dorm ~ 6 years ago
Had no management un.l ~4 years ago.
Did not gig out of her college campus un.l she got management
Around 3 years ago, Played Bonnaroo 2‐3 years in a row
Opens for Ben Folds
Got On KickStarter to Raise $15000 to record new CD
www.outsidetheboxmusic.com

34. Rock Your Net
Have you heard of her?
So how much did Julia Nunes raise?
$77000 Plus
Featured on CNN & NPR
In 2010, average major label record: $200,000
Average new act: $100,000
Typical large indie project: $40‐50K
www.outsidetheboxmusic.com

35. Rock Your Net
Incidentally…
Cover songs are gateway drugs
for people to discover your music
A well done unique version of a cover song on
YouTube or iTunes
can be an important promo.onal asset
www.outsidetheboxmusic.com

36. Rock Your Net
Crea.ng Value
Big Topic – A Workshop All By Itself
Sounds Simple
Hard To Do
www.outsidetheboxmusic.com

37. Rock Your Net
Crea.ng Value
Your Brand Instantly Recognizable (A Hit?)
U2
Apple
Harlan Howard
I Hope You Dance
www.outsidetheboxmusic.com

38. Rock Your Net
Acquiring Fans
Crea.ng Value/Giving It Away
Engaging Exis.ng/Poten.al Fans
This is hard work! But if you do it right
It’s a lot of fun and very rewarding.
www.outsidetheboxmusic.com

39. Rock Your Net
The Civil Wars
Gave away their music for free to create demand
Music in TV’s "Grey’s Anatomy"
Video on YouTube ("Poison and Wine")
Jay Leno
Barton Hollow most
downloaded album on iTunes
and #1 on the
Billboard Digital Albums
Chart when released.
Taylor SwiY
is a SuperFan
Opened for Adele
No CHR radio
No #1 hit song
www.outsidetheboxmusic.com
Totally Indie

40. Jen Foster
Rock Your Net
TV/Film
placements
Theme to
Web based
Soap opera:
“Venice The Series”
Tours/House Concerts
Fan Engagement
Music/Merch
No #1 Hit …Yet
Sustainable Career
Totally Indie
NSAI Board Member
www.outsidetheboxmusic.com

41. Rock Your Net
Gavin Mikhail
> 2 Million YouTube Hits
Doesn’t Tour
Sells Music & Merch Online
Sustainable Full Time Career
Lives Just Outside of Nashville
www.outsidetheboxmusic.com

42. Rock Your Net
Building Community
It’s Not All About You
www.outsidetheboxmusic.com

43. Rock Your Net
Community
The Most Important Component
Nashville does this well
www.outsidetheboxmusic.com

44. Rock Your Net
www.outsidetheboxmusic.com

45. Rock Your Net
www.outsidetheboxmusic.com

46. Rock Your Net
City of Dreams Music Videos
Ini.al Home Grown Version:
www.youtube.com/watch?v=fvpG4lTSVmA
Full Produc.on Version:
www.youtube.com/watch?v=gjoDpmNYaas
www.outsidetheboxmusic.com

47. Rock Your Net
What Do You Want To Teach ( Your Audience)?
‐ Bela Fleck
What Can YOU learn from your audience?
www.outsidetheboxmusic.com

48. Rock Your Net
Some Myths
This is easy
You’ll end up with thousands of fans automagically
All those fans are going to pay you for music.
If you don’t know how to do this, you’re stupid!
www.outsidetheboxmusic.com

49. Rock Your Net
It’s intui.ve – when you know what to do!
‐ Paul Schatzkin
www.outsidetheboxmusic.com

50. Rock Your Net
ABANDON
Any illusion of control
The only form of valida.on is when folks buy my music
www.outsidetheboxmusic.com

51. Rock Your Net
EMBRACE
What You Can Do For Your Community
Crea.ve Ways For Your Community To Support You
Win‐Win
www.outsidetheboxmusic.com

52. Rock Your Net
Own Your People
Be Sincere
Be Honest
Be Transparent
www.outsidetheboxmusic.com

53. Rock Your Net
www.outsidetheboxmusic.com

54. Rock Your Net
The Plan
Sewng Goals
www.outsidetheboxmusic.com

55. Rock Your Net
Download
hKp://hitson.gs/rynplan
www.outsidetheboxmusic.com

56. Rock Your Net
A Tony Robbins Moment
www.outsidetheboxmusic.com

57. Rock Your Net
Some Plans & Campaigns
hKp://www.topspinmedia.com/grant‐entrant‐.gers‐that‐talked
hKp://www.topspinmedia.com/grant‐entrant‐sonoio
www.outsidetheboxmusic.com

58. Rock Your Net
Goal Sheets
Reach Sheets
Timeline Sheets
www.outsidetheboxmusic.com

59. Reach Sheet
Name: Rick Patin
Rock Your Net
Mailing list Fans: - ! ! Reach Sheets
! ! Not yet
How often do you email your fans? ! rarely
Facebook Fan Page? Yes ! ! ! (rick patin music)
Facebook Profile Page: ! ! ! rick patin
YouTube Channel/Hits: ! ! ! Very Few
YouTube Subscribes: ! ! ! ! Very Few
Website: ! ! ! ! ! ! www.rickpatin.com
Access to your Website:! ! ! Yes
Access to Design your Website:! ! Yes
Average # of Unique Hits On your website/month: Don"t Know
Do you log on to your website to engage? no
How Often:
Lastwww.outsidetheboxmusic.com Last week
time you tried to use your website:!
Do you sell Direct to Fan from your website? - NO

60. Planning Sheet
Name:
Describe What You Do in 30 seconds (less than 100 words):
Career Goals:
1)
2)
3)
What Do You Want To Teach Your Audience?:
Narrative/Story/What Are You About?: (Not Your Bio)
The Most Important Thing To Me Musically Is:
The Thing I Want To Accomplish Next Is:

61. Goals: Planning Your Timeline
Major Goal:
Secondary Goals:
Start End
Date Date
Suggested Period: 1 year/ 6 mos
www.rockyournet.com

62. Goals: Planning Your Timeline
Major Goal:
Secondary Goals:
Start End
Date Date
Suggested Period: 1 year/ 6 mos
www.rockyournet.com