Thinking about digital strategy makes most musicians want to go to the nearest corner of the room and curl up in the fetal position. We can really break this down into 3 parts which are gaining attention, connecting and monetization.
Part 1: Gaining attention.
First and foremost, as a band you must be good. I am not talking about how your buddies that come to rehearsal and tell you how much you rock and drink your beer. I am talking about doing something that can cut through the clutter. Let's face it. As we have talked about before. The supply side of music has been flooded with more shit that you can possibly sift through. Music is everywhere and is cheap or in most cases, free. Your music is the foundation for everything. With that said, the first place to start in marketing your band in the internet world is your website. I know everyone is saying, "Jeff, Gravity Kills doesn't even have a website so you are full of shit." At the moment we don't but those of you who have been with the band for a long time know that our website was the hub and piazza for our fans. Some bands simply put up their Myspace page and call it a day. Well, we know what happened here, fans moved away from Myspace. Some fans will still follow you there. Some fans will follow you on Facebook. Some will follow on Twitter. Others will check the band out on Youtube and check your photos out on Flickr. My point here is that you must create a presence everywhere but centralize your community. When you are on facebook, myspace, twitter, your blog, etc., make an effort to send people back to your site. DON'T FUCKING ASK THEM TO BUY STUFF AND COME TO YOUR SHOWS. That leads us to the second part...
Part 2: Connecting:
Here is where the time and the real investment from the artist or the band takes place. I pity the bands that only send me bulletins, emails or post on facebook and twitter about where to get their music or begging me to come to a show. There are so many levels of engagement but since we are talking about this in the context of a digital environment, I will keep it there. Because there are a million bands out there simply screaming at people and asking them for money, you can't be one of these bands. If you are in a bar and meet a hot girl, you don't want to ask her to come home and sleep with you right then if you want to have something more than a one night stand with her (not that one night stands with hot girls are bad but you get my point.) The same applies to fans. They want to know you. They want to see that you are willing to invest your time, your soul, your emotions in building a relationship with them.You need to let them into your process. You need to give them a look behind the curtain. If you are creating music that is real and that is honest, you won't need mystique.People want to connect to what they believe in and they respond to honesty. People say on the internet you can be whoever you want to be. Well, this does not apply to bands or artists. Take the time to show them what is behind the music. The more you give a person to connect to, the more likely they are to connect. With social media please remember that is essential you use it to bring people to where? That's right, your website. Now, what happens when you start really connecting to fans?
Part 3 Monetization: (I am imagining the voiceover from Monty Python's The Meaning of Life)
Imagine a place where fans actually come to you and ask when they can buy the next download, CD, when you are playing next etc.? Fans will give you their money if they believe in you. Price is usually not an objection that hardcore fans ever have for purchasing music of a band they love. They will talk about you with others and be your evangelist for their world. Can you imagine that place? Are you good enough and honest enough as an artist for this to happen to you?
I am looking at the broad picture here. We can break all the social media sites down if you all would like?