Few films seem to have had as lasting an impact on my adolescent mind as did Ghostbusters.  Yes, in my later teenage years, like many of you, I spent hours pondering over works by Fellini and Bergman and Antonioni,  but well before discovering them, I thought Ghostbusters was one of the greatest things ever (and to be honest, part of me still does!). From the (then advanced) special effects to Bill Murray’s ridiculous delivery to the images of an idealized city that would eventually become my home, the film blew by juvenile mind (even if I may not have understood half the jokes at the time).

I have been thinking a lot about Ghostbusters lately–not just out of nostalgia–and the more that I think about it, the more that I believe that there is a lot that independent musicians can learn from the film.  Seriously!  Thus, our new series: Ghostbusters and The Modern Musician.  While we are going to focus on various parts of the film in the coming weeks, today I want to consider one of the key subplots, a tale of passion and love that transcends time and all obstacles. Yes, today I want to talk about the relationship between Zuul and Vinz Clortho.

Of Keymasters and Gatekeepers

Of course, Zuul and Vinz Clortho are the names of the two demons who end up possessing Sigourney Weaver’s Dana and Rick Moranis’ Louis, also referred to by their titles, the Gatekeeper and Keymaster. The two of them must “hook up” in order to open the portal that will bring their omnipotent, creation-destroying master Gozer into the real world.

In the music industry–especially with regards to new, developing and independent artists–we often speak of the “Gatekeepers,” or those who can expose our music to a larger audience, whether that be though radio & video play, inclusion in a video game or booking an artist in a large festival.  However, we rarely discuss the Keymasters, and I am convinced that one of the main reasons more musicians don’t make it past the Gatekeepers is because they have not spent enough resources with the Keymasters.

Who Are The Keymasters?

“Are you the Keymaster?”
“Yes, actually–I’m a friend of his. He asked me to meet him here.”

Think about it–who is it that is going to convince that head of programming or that booking agent that they should pay attention to your music?  In the past, you could count on a major-label-backed promotions rep or big-name manager to convince the gatekeepers to give your music a chance.  But in a world where even the most well-established of media companies are having a hard time making themselves heard, who is going to get them to listen to you?

You are.

Look at many of the most successful new artists who have emerged in the last five years–Lil’ Wayne, Danger Mouse, The Decemberists, Mastodon, Animal Collective, Soulja Boy Tell’em–all of them focused on building massive scene-based and/or online followings, having so much success at that level that the established gatekeepers could not ignore them. (Yes, there are the exceptions like Lady Gaga and the Idol-affiliated singers, but odds are if that is your thing, you’re not reading this anyway.)  In a world where you can force your music in front of the formerly-untouchable Gatekeepers with enough YouTube views or a sold-out club tour based on nothing but public radio play and some good blog write-ups, who else but you holds the keys?

The New Gatekeepers

Your fans, of course, are also important, but not in the way that you may imagine.  Yes, you can mobilize your fans to act as Keymasters via petitions and letters and other noise to make the local commercial radio station pay attention to your band, but you could have done that in the 80s and 90s as well.

No, the real importance of your fans today is in their new role…as Gatekeepers!

As Bob Baker put it in his Music Think Tank article on this topic:

But now there are new gatekeepers. You can also call them “filters.” And it’s these new filters that help weed out and determine who is to be highly successful, moderately successful, and not very successful at all…One type of new gatekeeper are music consumers. You must get a response from at least a small slice of people in the marketplace to gain traction and grow your career.

In an interview with Hypebot, iLike’s Ali Partovi stated something similar, expanding on the consumer’s role as Gatekeeper or filter:

“I believe, that if your music is great, we’ll find it, and it’ll get played. Help us find it!”
- Kevin Cole, KEXP

Consumers have more influence not only on getting a “personalized” experience for themselves, but also impacting what gets “programmed” to other people with similar tastes.  A social network is a very natural mechanism for this: if I discover a new artist that I love, I have a natural desire to share that with my friends on Facebook…the consumer is also creating “new content” in the form of commentary. Seeing what normal people (especially your friends) have to say about a song is just as much part of the experience as hearing the music.

In other words, the new Gatekeepers are your fans and potential fans, which makes what you need to do relatively obvious if you accept that you are the Keymaster and want to bring your version of Gozer into the real world–hook up with the Gatekeeper!

(And yes, for the purposes of this article, we are assuming that Gozer is a good thing–imagine him destroying the world of the old-school music industry if it makes you feel better).

Now, however, knowing which key to use when and where can be the real challenge. Again from Barker’s article on Music Think Tank:

…there’s another new filter that has become more obvious to me in recent years. And that has to do with effort and workload…In fact, a large percentage of artists have disdain for most marketing activities and curse the long list of things they must do to promote themselves effectively…

“Where do these stairs go?”
“They go up.”

Again, the real challenge now lies in knowing which keys to use when and where.  Every artist has different time constraints and commitments, and no two fan-bases are identical, so I am not sure that there a one-size-fits-all answer to this question, so now I open it up to you–how do know which keys to focus on, or in other words, how do you determine your priorities as an independent artist? Let us know in the comments below.

*****

Further Reading – the ideas that inspired this article:

• Malcolm Gladwell on how David beats Goliath
• Music Think Tank on The New Gatekeepers
• KnowTheMusicBiz‘s feature article by KEXP’s Kevin Cole
• Hypebot’s interview with iLike’s CEO, Ali Partovi
• DigitalMusicNews on the challenges of Social Networking

and, of course:

*****

Yesterday, Digg finally posted their much-anticipated interview with the forward-thinking artist Trent Reznor.  The questions were all written and voted-on by Digg users, and (happily, for us) the bulk of the discussion revolves around new music business models and includes very detailed advice on how music artists can use technology to connect with both fans and potential fans.

In the first twenty minutes alone, he discusses new music business models, using scarcity to drive demand, suggestions for digital distribution through Topspin and much more.  Even when the interview delves in to fans-only territory (favorite video games, etc), Reznor provides insight into diversifying your revenue stream and life as a professional musician.  At 40 minutes long, it may seem like quite the commitment to watch, but we consider this essential viewing for any MusicIsMyDayJob reader.

(note that this is the entire 40 minute interview–if you only want to watch Reznor’s replies to specific questions, go here)

Comments? Thoughts? Suggestions? Share in the comments below or via Twitter.

Don’t forget to check back tomorrow for more articles and useful goodness for independent musicians.

Too much trouble to remember? Subscribe to MusicIsMyDayJob via RSS or email and let us remember for you.

This week at MusicIsMyDayJob, we are looking at ways to determine who your audience is and how best to reach that audience, even when starting from scratch. Don’t miss our other articles in this series, and check back later for a recap of suggestions and recommendations from our readers.

Much has been written about Twitter, and many things will continue to be written about the seemingly ubiquitous micro-blogging service (especially if these rumors are even slightly true). As of 16:00hrs EST on April 2, 2009, Google finds 43,058,597 blog articles on the topic–a number nearly impossible to comprehend, but it goes a long way to demonstrate both the popularity of the service and the immense number of people who are trying to determine how to use it to their advantage.

Musicians are no exception–this spreadsheet lists hundreds of artists, bands and other music-related Twitter users (and it continues to grow exponentially), all of them trying to determine how to use the service to reach fans and spread the word about their art.

So is Twitter just another social media fad, or is it an important tool to reach new fans and interact with your audience?

The answer is “yes.”

Twitter is the hip social media thing to do right now, but after you peel back the hype and “trend-spotting” news reports (and actually start to use the service!), you will discover that Twitter allows for interaction unlike any other type of social media, and there are specific benefits to musicians that no other service can offer, especially when it comes to connecting with fans.

You Should Be On Twitter

The secret to Twitter’s utility lies in its (a)brevity and (b)immediacy.

On Twitter, you only have 140 characters to express yourself, so every letter matters (this sentence happens to be exactly 147 characters long, to give you some perspective). No fluff, no hype–only the essential, and because of that, it allows you to connect with fans and potential fans in a very direct manner. It also forces your creativity and personality to shine through–if your updates consist of thoughts like, “At the grocery store,” “Reading email,” or, “Buy my record,” very few people (if any) will want to hear what you have to say, but if you inject your personality into the few characters that are available to you, people will be interested in hearing more.

Immediacy is the other aspect that makes Twitter so essential for independent musicians.  In fact, Twitter is most effective when used in the immediate present, rather than for documenting the past as you would in a blog or on your MySpace page.  Because of this immediacy, Twitter presents intriguing snapshots into precise moments, allowing people a perspective no other media can  provide.  As such, you can pull your fans into your world, sending out immediate updates as you record an album, or taking them along on tour as you look for something to do between cities, creating an experience and loyalty that an MP3 can not.  You can also receive real-time feedback and comments, whether you want to know which mix of a track you should use, where to perform in a given city, or even whether or not you should change your band name!

Use Twitter to Find Your Ideal Audience

Twitter is a ridiculously effective way to find your audience, but it requires that you be a real person in order to do so successfully. Don’t simply sign up for an account, post a few updates, and expect the followers to come beating down your door–you need to reach out to others and actively participate in the conversation.  Remember, if people care about you, then they will want to hear your music, and the same people will eventually become your music’s champions.  On the contrary, if you constantly send nothing more than the Twitter equivalent of spam, saying, “Download our new E.P.” (as several artists actually do each day), people will quickly tune out, or worse, not even bother following you.

When following people, follow them because they interest you, not because you are trying to trick them into liking your music. Be authentic in your updates–don’t reveal every detail of your day, but also don’t hesitate to say when things are not working out; it sounds corny, but just be you, and people will feel a connection.  Reply to people, and let them see that the person updating your profile is actually you (and not some record label intern).

Follow other musicians and artists, and you will see what attracts people and what does not.  @questlove, @imogenheap and @trent_reznor certainly do not need any help attracting fans, but they are excellent examples of what to do if you want people to follow you, fans or otherwise–they are real people in their updates, they interact with their followers, and they provide the immediate glimpses into their lives that are the life-blood of a successful Twitter user.  They also take full advantage of Twitter to transform their followers into fans and keep their name and music in conversations, even when they are not releasing anything new or touring.

Turn Your Followers Into Fans

Twitter is an amazing way to turn casual followers into fans, as well as fans into super-fans, especially as they begin to feel a real connection with you and, thus, your music. The secret here lies in the consistency and quality of your updates–be active and regularly update your profile, but continue to focus on updates that bring fans into your world and gives to them an experience and interaction that they could not get otherwise.

You will actually learn more about effectively using Twitter to connect with your ideal audience by signing up and following the people I have linked to throughout this article, so I would suggest that you make that your priority.  However, as you work at using Twitter to connect with your fans, here are some things you may want to experiment with:

• Debut music, videos or other content on Twitter especially for your followers and watch them spread to other media outlets
• Hold contests and competitions for your followers–everyone who sends a specific link to their followers is entered into a drawing, best suggestion for an album title gets a name in the album credits, etc.
• Determine which venues you should be playing in a given market with fan suggestions solicited on Twitter–not only will this help you book gigs in unfamiliar markets, but if you can show a promoter or booking agent that X number of fans/patrons have told you that you should play in a specific venue, they can’t argue that you are not “right” for their regular audience
• Reserve a couple of spots on your guest-list at each live show specifically for your Twitter followers, and give them away the afternoon before a show. Not only does it reward their loyalty, but it also creates pre-show buzz and anticipation in each market
• Let fans create your set-list on Twitter. Ask them what they want to hear and build the list from their suggestions
• Even better, as there are various ways to use Twitter from mobile phones, build your set lists spontaneously through encouraging fans at your live gigs to request songs via Twitter. You can even use #hashtags to track the requests.  Yes, this requires some extra practice, but imagine the excitement your fans would feel in having this opportunity!

*****

Additional Reading

• In Defense of Twitter for Musicians – If this New Music Strategies interview with bassist Steve Lawson doesn’t sell you on Twitter, then I’m not sure what will. (via Hypebot)
• Better Than Free – Wired-founder Keven Kelly on competing with free and giving your fans an experience that they can not get from a download or plastic disc.
• The Fan Economy – Social Media Strategist Bud Caddell’s excellent slide show on working within the new fan-centric economy and using it to your advantage. Spend some time with this one.

*****

Comments? Thoughts? Suggestions on the most effective ways to find your audience using Twitter? Share in the comments below or, of course, via Twitter.

Don’t forget to check back later for the final post in our series on Finding Your Audience.  Too much trouble to remember? Subscribe to MusicIsMyDayJob via RSS or email and let us remember for you.

This week at MusicIsMyDayJob, we are looking at ways to determine who your audience is and how best to reach that audience, especially when starting from scratch. Don’t miss our other articles in this series, and check back later in the week for articles on using Twitter to connect with new fans, as well as a recap on Friday of suggestions and recommendations from our readers.

There are many articles and forums to help you determine how best to find an audience on YouTube, as well as examples of people who are doing it successfully (our favorite is here, but you can also find some great tips here, here and here).  While we do not want to duplicate most of what is already out there in excess, there are some specific things that musicians should be doing to find and network with their audience on the popular video sharing website.

Customize Your Profile and Channel

Make your channel look like you and your general aesthetic–change the colors and font, use a background image that ties into an album cover or other appropriate image, and make sure that your contact info all completely filled in (official website, bio, etc). Also, don’t forget to properly tag both your channel and your individual videos with your name as well as other appropriate adjectives, as that’s how people will find you.  For more on how to do this, read this article.

Create Individual Videos With a Specific Goal in Mind

What are you hoping to accomplish with your video? Do you want to show that you can play the most unique version of Flight of the Bumblebee? Maybe you want to prove that you are a guitar prodigy? Maybe you want to stun your potential fans with a visual artistic interpretation of your music?  Maybe you just want to let your fans see what you are like off-stage?

Whatever your purpose, stick to that and don’t get distracted. If you are showing your band perform your best song live, do that and nothing but that–don’t take away from it with backstage antics or other unrelated content. You can always post a second, third and fourth video for whatever you left out of the first. Attention spans are short on YouTube, so make sure that each view counts and each video stays “on task.”

Use Standard Opening and Closing Images

Make sure that people know that your video is coming from you (and not a fan or other content creator) with a standard opening and closing sequence–it works for television shows, and it will work for you.  Ideally, the image will be one that is similar to your customized background and album artwork. Even something as simple as an image with your name, your website, and a reminder of where people can find your music is fine as long as it looks professional and you use it consistently across all of your videos.

As YouTube videos can be embedded in blogs, websites and just about anywhere else on the internet, there is no guarantee that people will be watching your videos on your YouTube page, so make sure they know which artist the video is from.  Low-cost programs for creating these abound, though we recommend picking up Kinemac as part of the MacHeist bundle today, as you are never going to find such a high-quality program for so little money and support worthy charities at the same time (ends 6 April 09 so act now!).

Be Social

YouTube is more than just a place to watch videos–it is a video-based social network, so you need to treat your fans there just like you would those on MySpace, Twitter, Facebook or any other social networking site. Comment on people’s videos; choose favorites that are not your videos and display them on your page; and send video replies as any other user would.

Perhaps most importantly, as people start to find you and your music, implement YouTube-specific marketing campaigns that speak to YouTube-users’ particular strong points–invite fans to make a video of one of your songs, mention specific users in your videos, and give fans something special that they would not otherwise have access to such as backstage interviews (conducted by a YouTube fan?), video journals and more.

* * * * *

Comments? Thoughts? We know that this is just a small portion of ways that musicians can use Twitter to find their audience. Share your favorites in the comments below or via Twitter.

Don’t forget to check back tomorrow for more in our continuing series on Finding Your Audience.  Too much trouble to remember? Subscribe to MusicIsMyDayJob via RSS or email and let us remember for you.

This week at MusicIsMyDayJob, we are looking at ways to determine who your audience is and how best to reach that audience, even when starting from scratch. Don’t miss our other articles in this series, and check back later in the week for articles on using Twitter and YouTube to connect with new fans, as well as a recap on Friday of your suggestions and recommendations.

We have been focusing on using technology and, more specifically, the internet to find your ideal audience, but the truth is that musicians have been successfully finding fans for much longer than the last decade, and many of those old-skool pre-internet techniques are still very effective.  Here are a few tried and true ways to find your audience that the internet can not duplicate:

Indie Record Stores

We’ve waxed rhapsodic about independent record stores in the past, but with good reason. Again, these stores don’t just sell music–they are cultural centers, acting as the proverbial water-coolers for any scene’s true music fans, with employees who are both integral parts of the local seen and some of the most voracious (and knowledgeable) music consumers you will ever meet.  Most of these stores sell music on consignment, and many have listening stations and displays devoted specifically to local acts, so why not find your locals stores and approach them about carrying your CD? (We’ve even made it easy for you–check out our resource list at the end of the article to find your local stores and more).

A couple of suggestions:

• Do your research–Find the stores that sell the type of music you make–some stores carry all genres, but others specialize in one genre or clientele. Angel’s New Age Emporium of Happy Vibes will not be interested in your Gothic death metal, so don’t waste their time (or yours)
• Make your contact info obvious–Often times, music fans go to music stores to purchase  specific releases, making a list of other music that they want to check out or learn more about before purchasing, so make it easy for people to find you. List your website on your CD packaging and make sure your band’s name is easy to find on MySpace and other social networks (for example, if there are five different bands called The Sun, make your MySpace name TheSunSLC or TheSunUK so people know which artist is the local one they just discovered)
• Keep promoting your music–Don’t think that just because your CD is at the store, it will sell; continue to do all that you can to get the word out in your community about your music and album
• Support your local indie store–If the store is kind enough to sell your album, the least that you can do is support them. Have links on you website/blog/etc to the store’s website; include their info in any email blasts or newsletter orflyers you are making (“CD available now from Bob’s Record Shoppe”); and support Record Store Day!!!

Non-Music Retailers

Most retailers enjoy–prefer even–to have music playing in the background, and those who are not chain stores generally do this either via CD, an MP3 player or computer. After completing your ideal audience profile, visit some of the stores, bars and other businesses that your audience frequents and offer to provide them with a free copy of your music if they would be willing to play it in store.  If you are prepared and can show them that you share a similar audience (i.e., “…more than half of my fans on MySpace say that they also enjoy skateboarding…” or another applicable hobby/interest), most will gladly accept your offer.  Some may even be willing to feature your flyers and posters in-store, or even sell you music on a consignment basis.

Live Performances

Still one of the most important parts of promoting your music to anyone, a killer live performance can connect with new listeners like nothing else. Don’t limit your thinking to traditional gigs in clubs and other “proper” concerts–for some artists, busking can be very effective (especially if in an area that your ideal audience frequents), as are house parties, street-fair performances, gigs in art galleries & museums and online broadcasts (whether via an actual video feed or in SecondLife). Check out the resource list below for suggestions and useful links.

Family and Friends

It’s sometimes easy to take your family and friends for granted, but don’t–they are one of the most under-utilized resources out there.  They are already people who love and appreciate you, so why not ask them to pass your music on to others who they think would enjoy it? Outside of the jaded metropolitan centers, most people are proud to say that they have a friend who has released some music, and most will gladly pass your music on to anyone and everyone.

Not only that, but think about how much more likely you are to check out a recommendation when it comes from a trusted friend or family member, whether that be a restaurant, a movie or a new song. Now multiply that by however many friends and family members you ask to spread the word about your music and you will start to comprehend the potential this has to connect you with your ideal audience. It may feel like throwing things against the wall to see what sticks, but as you already have so much contact with these people anyway, what’s one or two more sentences about your music, especially compared with the potential return?

*****

Resources

• Find your local indie record store: http://www.recordstoreday.com/Venue
• The indie record store coalitions in the United States (members are some of the most active and innovative music retailers out there, as well as the most likely to sell music on consignment):
  • CIMS – http://www.cimsmusic.com
  • AIMS – http://www.thealliancerocks.com
  • MMN – http://www.musicmonitornetwork.com
  • SECUR – http://securmusic.com
• Music Think Tank on booking live gigs: http://www.musicthinktank.com/blog/a-better-way-to-book-live-music.html
• Homes looking to host live concerts: http://www.concertsinyourhome.com/
• Music venues in SecondLife: http://secondlife.com/showcase/music/
• Getting fans to promote your music: http://www.musicthinktank.com/blog/from-exposure-to-conversion-how-to-create-a-real-fan-part-on.html

*****

Comments? Thoughts? Suggestions on the most effective old-school ways to find your audience? Share in the comments below or via Twitter.

Don’t forget to check back tomorrow for more in our continuing series on Finding Your Audience.  Too much trouble to remember? Subscribe to MusicIsMyDayJob via RSS or email and let us remember for you.

This week at MusicIsMyDayJob, we are looking at ways to determine who your audience is and how best to reach that audience, even when starting from scratch. Don’t miss our other articles in this series, and check back later in the week for articles on using more traditional techniques to reach an audience and using Twitter and YouTube to connect with new fans.

Back in 2002, some friends and I launched TheBendies.com, something that we described as a, “music-based, personality-driven website,” where we posted music reviews and whatever else came to mind.  Yes, today you would call it a music blog, but at the time, as blogging was still a relatively fringe activity, we thought of ourselves as innovative and different, and, visiting the archives today, I can honestly say that, in many ways, we were. Throughout the site’s brief life, we were quite successful, even if families and jobs eventually brought things to a premature end.  You can still find some of the key contributors doing similar things here, here, here and here.

When we launched TheBendies.com, we wanted people to actually see what we were doing, so we sent out various targeted emails to fans of the music artists we were covering. How did we find these fans? Besides targeting friends, family and other people who we actually knew, we went one-by-one through the user profiles on MakeOutClub (the original social network everyone seems to forget about, pre-Friendster, pre-MySpace) and emailed those who we thought may care about the same music we did.  To our surprise and delight, many did.

Today, finding people who care about what you do is not nearly as labor intensive–especially for musicians–thanks to the prominence of social media, but that does not mean you can take it for granted that your ideal audience will find you. In fact, there may be too many tools available that will allow you to search for your audience. Here are some of our recommendations for using social media to find your audience, especially if you are just beginning or starting from scratch.

MySpace

Maybe the most obvious, but also one of the most essential.  Even if it may feel like the world has moved onto Facebook.  MySpace still has more than 58 Million Unique Visitors each month, and many of those are there looking for music.

You really have no excuse for not knowing how to set up a profile, but just to make sure we are on the same page, here are a few Dos and Don’ts:

• Do register as a musician (not a normal member–otherwise, you can not post your music to your profile page)
• Do list who your influences are, but only include three to five bands. We know you like many artists and want their fans to like you, but your priority should be to make it easy for your ideal audience to find you. Besides, do you really sound like Pantera and Simon & Garfunkel and Kanye West? Probably not, even if you do enjoy music from all of them.
• Do be specific in your genre description–your ideal audience is looking for something specific, so don’t make them dig through hundreds of other “Alternative” acts to find you.
• Don’t decorate your page with a lot of bells and whistles.  Focus on your music and who you are–if your ideal audience can’t tell within 10 seconds of landing on your page whether or not you are what they are looking for, they will go somewhere else.
• Do make it easy for people to contact you. Make sure the links for your official website, blog, Twitter account, Facebook Fan Page and similar links are prominent and obvious.

Once you get things set up, it is up to you to bring your potential fans to your page.  Regarding that, let’s get this one issue out in the open: posting incessant messages telling people they should check out your new single is not only less-effective–it’s obnoxious and turns off many potential fans.  Our suggestion? After choosing which three to five artists you are going to list as an influence, visit those artists’ MySpace pages and determine which people are leaders among their fans–look at who the artists have featured in their “Top 24″ and skim through the artists’ comments for those fans who have several postings to find these leaders. Then, add those people as friends and wait. That’s it. Let people come to you and let these initial contacts feel like they are discovering something.  Reply to their messages, send them MP3 links and other exclusives when they add you as a friend, and make them feel that you are their artist, and then watch the word spread to their other friends about you.

Music-Based Social Networks

Last.fm, imeem, iLike, The Filter and MOG are all examples of music-based social networks.

Not only do these networks offer radio-quality streams of thousands of songs, but also opportunities for fans of similar artists and genres to interact and share the music that they love.  For many hard-core music fans, these sites have become key music discovery tools, yet relatively few independent musicians actually use them to spread the word about their music, preferring to focus on MySpace and Facebook.

If you take one thing away from this article, make it this: use these music-based social networks to find your ideal audience. Nothing will be more effective or efficient.

People are on these sites specifically because they love music, so why not go and preach to the converted music fans rather than abusing Facebook friends or spamming random bloggers with review requests?

While the specifics may differ, each of these sites allows you to share your music with the community, and most even allow you to provide MP3s as free downloads to community members if you so choose.  But once your music is up there, how to you find potential fans? With these networks, finding the ideal fans is the easy part, for these networks track what its members are listening to, so you can actually go in and see which members have listened the most to similar artists (and then contact them using the suggestions from theMySpace section).  This music-based social networks also make recommendations based on listening habits.

For example, on Last.fm, if I choose to listen to my customized radio station, I hear artists and songs who are similar to those I have listened to in the past who are not already have in my library, and it is surprisingly accurate.  Additionally, since other members can see what I have listened to, I regularly receive recommendations from both fans and artists of new music I should check out.  I always listen to these recommendations, because they are generally targeted recommendations from people whose taste I trust, and besides that, discovering new music is why I participate in these communities in the first place.

Before uploading your music, we recommend that you play with each of the sites–while they are similar, each has its strong points and unique community dynamic. Don’t just read the F.A.Q. or take the virtual tour, but create an account and start interacting with people (as a fan, not an artist), and look at what other artists are doing (if anything) to connect with their fans through these sites.  Once you do begin to reach out to fans, again, don’t spam everyone with incessant messages about your new single–let them know that it is there, and let them discover it and tell others.  Most of these sites also allow you to create specific groups, so once you have some fans who are actively telling others about your music, you can set up a place where they can connect with one another, as well as learn about tour dates and more.

LinkedIn – The Dark Horse

Yes, that LinkedIn.  Sure, LinkedIn is great for connecting with coworkers and business networking, but for finding music fans? You bet. You may not be able to post your music and have people declare themselves your fan, but there are other ways to find fans.

One of the most amazing things about LinkedIn is the fact that you can connect with people from more than one-hundred different industries, including some of the most brilliant and experienced executives from the fields of marketing, sales, new media and, indeed the music industry.

Even better than this, these executives are very generous, sharing their expertise in forums and responding to questions ranging from the speculative (What should the music industry accomplish digitally in 2009? ) to the complex (Marketing Your Way Through the Recession).  With this generosity, why not go to them with your marketing and sales questions and see what they suggest? Not only will you find solutions to your challenges, but you will also access a whole new demographic who is not hanging out on MySpace but still loves music.

Of course, there is certain etiquette to posting questions in business-focused forums. Post a question that says, “Hey, this is my new single. What do you think?” and watch them ban you forever while demanding your head on a silver platter.  But maybe you are trying to determine which CD printing plant to use; or maybe you are looking for the most effective ways to connect with tour promoters in distant markets; or maybe you need help determining where you should spend your limited marketing budget; these are all valid business questions, so why not ask the people who know? You will not only benefit from their experience and ideas, but you may find some influential new champions of your art in the process.

Coda

Social Networks should be a key part of finding your ideal audience.  With simple courtesy and authentic actions, they can help you to find the people who want to hear your music, and perhaps more importantly, those who will want to tell others about it.

How have you used social networks to discover fans? Let us know in the comments below or via Twitter.

Don’t forget to check back tomorrow for more in our continuing series on Finding Your Audience.  Too much trouble to remember? Subscribe to MusicIsMyDayJob via RSS or email and let us remember for you.

Ever since discovering Blip.fm in January, I’ve been somewhat obsessed with the service.  For those unfamiliar with Blip, it works by aggregating music streams and MP3s from around the web. Users then sign up as DJs and “blip” their selections (along with an optional message of up to 150 character) to those who choose to follow/listen to them–think of it as what radio would be if it had been invented by the kids at Twitter (and you can actually link your Twitter and Blip.fm accounts if you are so inclined, as well as your Last.fm scrobbler–details here and here).

While Blip.fm is a lot of fun (after all, one of the best parts about being a music fan is sharing the music that you enjoy), one of the reasons that I like Blip.fm as much as I do is the variety of music that I am exposed to as I listen.  For example, courtesy of the people who I follow on Blip, the next five songs that I will hear as I am typing this are:

• Chumbawuba – “Big Mouth Strikes Again”
• The Lucksmiths – “The Chapter In Your Life Entitled San Francisco”
  
• Tim Maia – “Danca Enquanto É Tempo”
• Golgol Bordello – “Baro Foro”
• Thievery Corporation – “Shadow of Ourselves”

Listening to random DJs from the public home page is even more diverse and surprising–it’s actually somewhat overwhelming to see how much music is being played and listened to around the world. Courtesy of the Blip.fm homepage , the next five songs I would hear at the moment I am writing this are:

• Bear McCreary – “Battlestar Sonatica”
• T.S.O.L. – “Code Blue”
• The Meters – “Just Kissed My Baby”
• Bad Company – “Feel Like Makin’ Love”
• Grizzly Bear – “Two Weeks”

Now, you’re probably saying to yourself, “Great, so you like Blip.fm–we saw that from your Twitter updates. What does this have to do with independent musicians?” My answer? Everything.

What Independent Musicians Can Learn from Blip.fm

I recently spoke with two different independent artists, both of whom told me the same thing: “I love making music and I would love to do it full time, but there really isn’t a market for what I do.” I replied with a simple question: have you ever logged onto Blip.fm?

If there is one thing that we can learn from Blip.fm–besides the fact that people from around the world like to share what they are listening to–it is that if you make music, there is someone who wants to hear it; you just need to reach your audience.  If you were in Borneo making Electronic-Albanian-Folk-House music twenty years ago, I may concede that you would have trouble reaching anyone beyond the local tribe of Tasmanian Devils, but today? If you have Internet access, the world is yours (the world, of course, meaning the people who are dying to discover your music).  People want to hear what you are doing–you just need to get your music in front of them, and not only does the Internet allow you to find those people, but it also provides you with a nearly-infinite number of ways to get your music to them.

Next week, our articles here at MusicIsMyDayJob are going to focus on ways that you can find your audience–as niche or obscure as your sound may be–but until then, here are some of our favorite non-music articles on the topic:

• How to be a Rock Star in Your Niche from copyblogger
• Remarkable Communication on finding “all the people in the entire world who are weird in the same way you are”
• Men With Pens explaining why “small stats make for big audiences”
• Copyblogger on dominating your niche, whatever that niche may be

Thoughts on Blip.fm? Specific questions you have regarding finding your audience as a musician? Please share in the comments below or via Twitter.

…it’s not the end of the world (or your music career!)

Whether due to economy or…well…the economy, it seems that many who would normally find themselves wandering around Austin’s famed 6th Street at hours most people are dreaming will not be making their way to SXSW this year .  After speaking with many musicians and other music-related professionals this past week, I can say that there is a certain sense of hopelessness that seems to afflict all of us who are not attending.  It’s as if we all believe that our careers for the next six months will only be a shadow of what they could have been, all because we missed out on the networking and other opportunities that SXSW offers.

Now, don’t get me wrong–SXSW is an amazing experience, and I do wish that I was attending this year. However, not attending is not the end the world, and as a working musician, you can use this upcoming week to your advantage if you are smart about it.

Their Absence = Your Advantage

So what if that band from across town who gets all the big gigs you should be getting is attending SXSW. You’re not, and neither are most of the people who do the booking for your local venues, so use that other band’s absence to your advantage: set up meetings this week with every venue that you can. Most clubs have already booked April, but they are still looking for acts for May, June and beyond, both headliners and opening acts. Get in there, show them why they should book you, and lock in those gigs before the competition comes back from Austin.

The same thing goes for music blogs, indie record stores and more–even though it may feel like everyone involved in music promotion and booking and retail and everything else related to music is in Austin, they really are not. Connect with those who are not at SXSW, and you’ll be surprised at how much you can accomplish this week.

Downtime = Your Advantage

With the world focused on SXSW, those musicians who are not there have a week to catch up–post those new MP3s to your website or record that video journal you’ve been meaning to finish. Most importantly, take advantage of the downtime to reach out to your fans–reply to the MySpace messages, set up a Facebook page and work Twitter into your daily routine.  You’ll reap the benefits almost instantly.

Time for Self-Assessment = Your Advantage

Maybe you’re not attending SXSW because your application was turned down by the SXSW Selection Committee–you’ve been sulking and depressed and down and utterly useless since getting the rejection email.

First things first, GET OVER IT.

Then, as you now have some time this week, sit down and determine why you were not selected. Use any feedback that you received from the SXSW Committee, but also reach out to friends and family who you can trust to give you an honest assessment of your music and marketing efforts.  It may be hard to hear some of what they have to say, but take it all in and use it to perform an honest self-assessment of where things are at for you as an artist.  Determine what is working and what is not, and make the appropriate changes: practice to get songs tighter, rewrite your bio, develop a larger local following, etc.  You will only find the success you are searching for if you start addressing these issues sooner rather later.

Finish Your CMJ Application = Your Advantage

There are two big networking events for independent musicians each year in the US, and only one takes place in Austin.

The CMJ Music Marathon is scheduled for October 20 – 24, 2009 in New York City, but the early-bird registration deadline is 3/31!

From CMJ.com:

Early Bird Rate is available until March 31 for only $35 so don’t miss your chance and apply today. When you submit early, you can save money AND have the chance to get booked early. CMJ has reserved…50 slots for artists who submit by March 31st (to be announced by June 15th).

Like SXSW, CMJ is an excellent opportunity to network with other musicians, the music industry and other like-minded individuals, as well as to connect with new fans and press.  Also like SXSW, the application process is not something you can finish in fifteen minutes, as you need to create a profile on Sonicbids and then submit that profile to CMJ for consideration.  So, why not use this upcoming week to finish your application and submit it NOW, rather than waiting for the July 15 rush like everyone else does? Not only will it be cheaper, but your odds of being accepted are SIGNIFICANTLY better when you apply early.

Yes, SXSW is wonderful, but not attending is not the end of your career as a musician, as there is a lot that you can do this week that you may not have found time for otherwise.

What did we miss? Share how you are taking advantage of the time you are not spending at SXSW…

UPDATE (16 March 09): Over the weekend, many of you forwarded suggestions for ways that people can network with others who are not at SXSW, as well as ways to vicariously enjoy SXSW. Here are a few of our favorites:

• A very enterprising soul has launched @NotAtSXSW: The world’s first non-conference, ever! Collecting Tweets from around the world, as well as listings for formal get-togethers, this should be your first stop for all events celebrating not being at SXSW!
• Drowned In Sound is sponsoring “A party for those off us NOT off to Austin this year.” If you are in London, I would not miss this. Details here.
• For those in Portland, @notatsxsw and @beerandblog are sponsoring a St. Patrick’s Day event for those not attending SXSW. Go – play Rock Band – have fun!
• SXSW Insider’s Guide has created a Ning site where those who are at SXSW can update what they are doing and seeing, and those of us who are not there can both get updates and discuss panels and announcements
• Twitmatic is aggregating all SXSW-related videos being shared on Twitter and other websites–you can watch specific videos, or just let it play like a traditional television channel. Check it out here.
• Use Hashtags to see what everyone is saying about SXSW on Twitter, both from those who are at SXSW and those of us who are not.
  
• While many music publications and websites are covering the happenings down in Austin, Wired actually seems to be providing the most complete coverage of all three events that make up SXSW (Film, Interactive and Music). Their reports can be found here.

Keep the suggestions coming in! You can continue to send them to me via Twitter, or as comments below. Thanks readers!

One of the more effective ways for you as an independent musicians to promote your music and discover new listeners is through your local independent record store. These stores and their customers are at the center of any healthy local music scene.  Thus, they should be a key part of your music marketing strategy.

April 18, 2009, is the annual Record Store Day celebration–an excellent opportunity to both support these music-centric businesses and to promote your music to the locals. Read on to learn how…

What is Record Store Day?

This is the one day that all of the independently owned record stores come together with artists to celebrate the art of music. Special vinyl and CD releases and various promotional products are made exclusively for the day and hundreds of artists in the United States and in various countries across the globe make special appearances and performances. Festivities include performances, cook-outs, body painting, meet & greets with artists, parades, djs spinning records and on and on. Metallica officially kicked off Record Store Day at Rasputin Music in San Francisco on April 19, 2008 and Record Store Day is now celebrated the second Saturday every April. – RecordStoreDay.com

Why should you care?

As stated above, independent music retailers are generally at the core of any healthy local music scene. These stores don’t just sell music–they are cultural centers, acting as the proverbial water-coolers for any scene’s true music fans. Customers come to these stores as much for the experience as they do for the music, and the best of these stores deliver both in spades.

Employees at these stores are not just High Fidelity-like music snobs , but they do know their music, and most are either actual artists themselves or tied into the local arts scene in some other way.  These people eat, sleep, drink and breathe music, and as an independent musician, you need them on your side.

These stores are active supporters or local music, promoting local shows to communities of active music consumers, writing about local bands via their websites & blogs, and selling music by local artists (generally via consignment). In other words, they are an independent musician’s best friend.

Support your local record store!

That brings us to Record Store Day 2009, and an excellent opportunity for local musicians to support their local indie record stores. How?

• Book a gig at a participating store–As described above, almost every participating store will have live music performances on Record Store day, and you should be one of the acts! (In a quick informal phone poll of 10 participating stores during the afternoon of 3/9, 6 of the stores were still finalizing their plans, so there is still time!) Remember, though, that this is a gig to support your local indie store and local music fans, so don’t play the diva or expect payment. This is all about generating good karma.
• Tell all of your fans about Record Store Day, and urge them to participate–Use your email list, your MySpace page, your Twitter account, your Facebook page and any other means you have to tell your fans to get out and support their local independent music stores. If you want to use official banners and website badges, go here
• Follow @recordstoreday on Twitter, and encourage your followers to do the same! There are also many independent music stores who you should be following on Twitter, including @amoebamusic, @criminalrecords, @hoodlums, @WaterlooRecords, @ZiaRecords, @Slowtrain and @landlockedmusic
  
• Even if they don’t have room for you to perform at their celebration, be sure to spend some time at your favorite indie record store on April 18th, 2009!
• Even better, make every day Record Store Day–don’t let these essential music-focused businesses vanish! Become a regular at your local indie music store–you’ll be glad that you did…

Now it’s your turn to share: how are you going to celebrate Record Store Day? Will you be performing at a local store? Dropping money on the original vinyl pressing of Black Flag’s debut? Picking up one of the many cool exclusive releases that the stores will have on 4/18? Tell everyone all about it in the comments!