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Offline Warrior Consultants... How Would You Market an Up and Coming Country Music Star Online?

by mlord10
20 replies
Hi Warriors,

Most of the "Offline Consulting" that I do deals directly with businesses, however I have recently been approached with an interesting topic. One of my dad's friends has a daughter that is very talented, has already recording some songs in L.A., and really has a chance to make it big. Heck, the family already turned down a record label that offered her $500K to sign with them.

I have some of the basics covered, such as Social media accounts, a press release or two, some article marketing, and even some blog commenting on popular country music blogs.

In addition, I am going to place an opt-in form on her website to stay in touch with fans, as well as work on some of the on-page SEO that the web designer failed to address.

What other services can I offer that are unique? I would also like some input on what you would offer on a monthly basis, and what you would charge monthly for those particular services you recommend.

Thanks in advance Warriors!
#coming #consultants #country #market #music #offline #offline consulting #online #star #warrior
  • Profile picture of the author verbose
    Video of her in a perform ace in all the major Video Sharing Sites. Possible combine a interview with her in it may be sandwiched between 2 of her songs. At least 1 free Mp3 download.
    I figure you have this but did not see it in your post
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  • Profile picture of the author Rus Sells
    Is her site built on a social media platform? I think fans would rather feel like a part of a community and talk about their beloved singer instead of getting on an email list. Just my two cents.
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    • Profile picture of the author mlord10
      Originally Posted by Rus Sells View Post

      Is her site built on a social media platform? I think fans would rather feel like a part of a community and talk about their beloved singer instead of getting on an email list. Just my two cents.
      She is already using Twitter and Facebook. I agree that her fans would prefer to feel like part of a community, but I think that an email list is just another marketing channel to add.

      She currently does not have a blog on the website, so I am going to incorporate that as well so she can blog about tours, new songs, performances, etc.

      thanks for the input.
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    • Profile picture of the author Martin Luxton
      It depends on her as to what is the best way.

      Is she a singer/songwriter or does she cover other people's songs?

      I know the artist themselves want to feel the are unique, but what other country artists does she sound like? Look at the demographics of their fans and their business model.

      What is her story? What makes her special?

      Does she want to make money from her MP3 sales and/or from concerts and merchandise? (In other words, give away her songs to get people to come to her concerts).

      Is she happy to do loads of radio interviews (free airplay and exposure)?

      Check out people like Bob Baker Bob Baker's Indie Music Promotion Blog

      and Andrew Dubber New Music Strategies

      Martin
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  • Profile picture of the author LilBlackDress
    My daughter is an upcoming pop singer and doing very well. As it is we have certainly learned a lot about the business, how to market etc.

    On reading your post are you sure the $500K deal is real? That would be extremely rare without already having a lot of promo going on. And it does not sound like that is in place right now.

    Most labels bring in artists who already have an audience, buyers and buzz. Its at the point where to get signed to a GOOD label you almost have to be in a position where you could succeed without it.

    Did they get an actual contract? So many contracts are one sided or non existant and just a lot of talk.

    So before you jump in to far I would make sure you know all the details on the offers etc. and know what you are working with.

    Online you can easily build a fan base and market. I know my daughter has enjoyed hundreds of thousands of song plays, gig opportunities, being featured on sites etc. from her online efforts. Be sure to build that list

    Just to add....she should definitely have her own website as social networks come and go. The idea is to drive traffic from social sites to the artists own website. In addition once she gets a solid buzz going fans may offer to start fansites and take it to another level. I think my daughter has about 10 different fan sites that fans started for her. Fans can really help a lot with generating traffic. A newsletter is another good idea.
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    • Profile picture of the author AndrewCavanagh
      Great feedback here already.

      It's important to focus on:

      # 1. Who the clients of a performer really are so you can market to them effectively.

      # 2. Building long term assets.



      # 1. Performers usually have 2 or 3 different kinds of clients.

      The obvious one is their fans and as has already been mentioned is how important it is to capture the contact details of fans and follow up with them.

      Many fans will buy any music product an artist puts out and for many performers this could be a substantial income...recording a whole pile of stuff and making it available.

      Contracts may get in the way of that so that's something you need to be aware of.


      The other set of clients is often the venues they play at.

      Thinking through how to make a performance as profitable and rewarding as possible for a venue and getting referrals from one venue to another etc etc can be very lucrative.


      # 2: You build long term assets by building an independent list of fans and venues and not being bound to contracts that restrict how you can earn from those lists.

      Since the internet there's a good argument to be made for staying independent if you're a performer or at least making sure any contract you sign gives you a whole pile of leeway in how you can earn money outside that contract (recording your own music to sell to fans, doing your own shows and appearances etc).


      Kindest regards,
      Andrew Cavanagh
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  • Profile picture of the author Len Bailey
    Hi Andrew - glad to hear things are going well.

    Why don't you set her up to occasionally do online chats with her fans & followers (who have opted-in, of course)? That way, they'd feel special because they're getting more (and more personal-feeling) access to their idol.

    Also, set her up with a photo-sharing page like Tweetpic. That way, she can take post candid, random, or exclusive pics for her fans.

    And don't forget the old standby -- a newsletter just for her fans. Maybe give them a free ringtone or other gift from time to time as well.

    Like the man says, under-promise then over-deliver.

    Oh, and Troy White recently did some articles for Clayton's website on how Gene Simmons and Lady Gaga have combined marketing and music to develop their followings. You can read them here:

    Lady Gaga: Monetizing The Monsters | The Total Package

    KISS: Rock and Roll Rewards | The Total Package

    Hope this helps!
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    Len Bailey
    Copywriter/Consultant
    Feel free to connect on LinkedIn or Twitter

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  • Profile picture of the author Marc Eglon
    This is what I would do...

    Set up a blog,
    Give away cool stuff - free downloads etc.
    Create some buzz by running contests - tickets to her gigs would be ideal.
    Add interviews and videos to create the brand.
    Build a list.
    Syndicate all the content to video sites and link to twitter / facebook.
    Set up a Facebook page.

    Mix offline with on -
    Make fans visit the site to download tickets (offer a bonus)
    Add the URL on her guitar and on stage
    Use kunaki to distribute purchased music to order (to get bonus tracks)

    Read this The Technium: 1,000 True Fans

    Create and nurture the fans first. If the fans like it, THEY will take it forward.
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  • Profile picture of the author JennSpencerIM
    I'd take a look at all the things that you can find on Michael Lee Austin (aka Armand Morin) Not sure if you've heard of Armand but he's a popular IMer that started singing country music...the story is pretty unique and could be a good case study for you to take a look at!
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  • Profile picture of the author Paul Barrs
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    • Profile picture of the author ShawnP
      I own a top ranked country lyrics site. PM me her site and I'll check it out.
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  • Profile picture of the author mlord10
    Thanks for the great ideas. If anyone has anything else to add I would love to hear it. I will definitely look at some of the ideas/things mentioned, and implement them into a marketing campaign.

    This is a new challenge for me that I am looking forward to!
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  • Profile picture of the author mikemac1
    As someone stated before videos and YouTube, even today Mashable has an article about the viral YouTube campaign for iamamiwhoami @ Mysterious YouTube Sensation iamamiwhoami Has a New Video broadcasting that they have released another video.

    Now granted who and whatever is behind this campaign is little out there but people can't wait to see who it is and if you ever check out the most viewed on YT, music is always up there.
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  • Profile picture of the author Rob Howard
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    • Profile picture of the author MichaelHiles
      Originally Posted by ccmusicman View Post

      You mentioned community, but I haven't seen this suggested...

      Why not a good ol' fashioned fan FORUM?

      Ran by her/her friends and family.

      It would be a good way to help her keep in touch and you could probably easily find people who will moderate for free.

      She can give away songs/video's, post lyrics, and get ideas from her fans.

      Just a thought.

      Rob

      If I remember correctly, I think Trent Reznor did this with a membership fan subscription thing even. Released exclusive music to members of his site.
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  • Profile picture of the author David Hooper
    Work in this business. Send me more specifics on her (or post them here) and I can point you in the right direction.

    Assuming she already has a ton going on if they turned down $500,000...
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  • Profile picture of the author agc
    three steps:

    1) I'm a virgin country pop smaltzzzz

    2) "leaked" sex tape

    3) $$$$$$
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  • Profile picture of the author Rus Sells
    Twitter and Facebook are all good, However you she does not own those platforms and her whole following can go POOF in a matter of one day.

    Don't risk it, Get her a Social Networking Script up and running. A couple of free ones come to mind.

    Elgg
    Buddypress

    And I am sure there is a whole plethora of free open source Social Site Scripts out there, and of course they can be monetized as well.
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  • Profile picture of the author mpeters7
    Don't forget secret concerts, contests, and chances to be in her videos that only fans "in the know" and on her lists get to hear about. These may be among the best incentives to join.
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