2. What is considered independent ?
๏ used to describe artists who exist apart from major
commercial record labels
๏ DIY approach to recording and publishing
๏ most independent artists are unsigned or signed to
small indie labels
3. What is grassroots marketing ?
๏ marketing a company, organization, products, or
services on a local and personal level
๏ some companies also offer fans perks for:
๏ joining/starting street teams
๏ postering
๏ word-of-mouth
๏ door-to-door
4. Example : Aware Records & A 2 management
๏ Aware Rep Program
๏ founded in 1994
๏ 900+ reps in U.S. & Canada
๏ reps can make contacts and
gain experience in the music
industry while promoting great
music on a local level
๏ do everything from hanging
posters for upcoming concerts
and CD releases, to hosting
listening parties and selling
merch for artists at their shows
๏ was put โon holdโ in April, due
to new digital marketing
techniques
5. What is DIGITAL marketing ?
๏ the promoting of brands using the internet, mobile and
other interactive channels
๏ the use of digital technology and processes in the
development, distribution, and promotion of products
and services
๏ for example:
๏ social networking sites (Facebook, MySpace, Twitter)
๏ Websites geared toward certain genres
(AlternativeAddiction.com, Unsigned.com,
AbsolutePunk.com, etc.)
6. Examples : Taxi & Evolvor
๏ Taxi.com
๏ website that connects artists with industry
๏1 1,000+ members
๏ cost:
๏ $300 to join
๏ $200 to renew every year
๏ $5 per song submission fee
๏ problems:
๏ no details about who is posting opportunities
๏ once music is received and reviewed by Taxi โexpertsโ, it is just
placed aside to wait
7. Examples : Taxi & Evolvor
๏ Evolvor.com
๏ offers consulting and marketing services to labels and
bands
๏ also offers blog posts related to music industry
๏ dedicated to sharing digital marketing knowledge and
advice with emerging artists as the music industry begins
to change directions
๏ more concerned with advising artists than making
money off of them
๏ marketing over distribution
8. Combining Digital & Grassroots Marketing
๏ Chris Blackwell, Island Records
๏ http://www.artistshousemusic.org/videos/chris+blac
kwell+on+pop+culture+grassroots+music+and+the+fu
ture+of+music
๏ ThinkIndie.com
๏ affiliations with independent record stores
๏ allows indie/unsigned artists to sell music both in-store
and digitally