You’ve read the extra long title now you can breathe. To the left is a picture someone caught of me typing away on my iPod Touch. They were probably wondering, ”What is Jay Criss doing?” I update all of my online promotions and marketing on that little gadget. At social events you might see me tapping this thing secluded in a corner for a couple minutes with a face so focused you would think I was programming algebraic functions. However, there’s really nothing mathematic to my equation except the end result which subsequently makes a sound resembling “chi-ching” when put into the proper place.

Over time I learned that as a musician or songwriter you have to learn what works and what doesn’t if you want to make money. The problem for most, I realized, is the fact that this process takes a hell of a long time if you’re not exposed to the right social network of people. Most musical entrepreneurs aren’t business minded and really only want to handle the music aspect of things. However, that mindset is like jumping into Satan’s ass crack head first only to be regurgitated as a slimy green mucus. I learned that lesson the stupid hard way but that’s another story. In order to effectively make money as a musical entrepreneur you have to do things yourself…bottom line.

The phrase “money talks” is very true and if you don’t have it don’t expect others to eagerly throw themselves onto the bandwagon. Everyone has their own agenda (thats a future topic on www.JayCriss.net). So unless you can somehow appeal to someones agenda get ready to put all the pieces of your career puzzle together your goddam self. This also requires you being realistic. I’ve heard so many say, “But my music is soooo hot, it’s only a matter of time before everybody is feeling me! The music will sell itself!” That has to be the most untrue shit anyone could ever think. MUSIC DOESN’T SELL MUSIC, PEOPLE DO. Promotions and marketing are very large subjects that can be carried out independently using a variety of social outlets. In this article I’m gonna discuss the online do’s and don’ts of promotions and marketing. Hopefully some things will get clarified for you.

Top 5 Online Marketing and Promotional DOS AND DON’TS for Artists and Songwriters

1.) DON’T PLAN ON GETTING A DEAL FROM ANYTHING YOU DO ONLINE. As a matter of fact don’t do any promotions or marketing with the primary goal of getting a major label deal. That can be a goal but be sure to always make building a larger fanbase your primary goal. Even if you do not get a deal your fanbase will be sure to keep you paid as long as you keep them happy. Deals fall through and labels shelf artists all the time, but a true fan will always support you. Cater to them. Another reason to keep your fans first is because if you have a large enough fanbase you’ll actually be more inclined to find a label deal. With the recent resurrection of the one hit wonder and declining album sales, record labels want to make sure that an artist is marketable before they sign them. They measure that according to how large your fanbase is. Understand?

2.) DON’T PUT ALL YOUR ONLINE EGGS IN ONE BASKET. DIVERSIFY! I always come across musical entrepreneurs that have a Myspace or a Twitter. Maybe both. Maybe they’ll have a Facebook too. Splash a Youtube vid here and there and you’ve now become every other musician. Now-a-days that’s not hardly enough. Imagine having no buses, cars, or trains and the only form of transportation you were using was a bike. Well, if you’re only using Myspace, Twitter, Youtube or Facebook (the usuals) to market yourself than you’re riding a bike while others (not many) are flying G4 jet promotional campaigns.

 The online world is all about Search Engine Marketing (SEM). Look it up if you’ve never heard of it. That’s partly how Google and Yahoo determine rank on their search pages. Google Jay Criss when you’re done reading this and see what happens. lol. Anyway, be sure to create blogs and update them regularly, write and distribute online press releases, create profiles on multiple sites like Reverbnation, and write articles on Ezine and other places with links to your sites. ALWAYS have a professional web site (www.yournamehere.com for example). This gives you a professional look and helps people distinguish between you and the millions of other artists out there. Also, social networks come and go but your website will be your great pyramid that stands the winds of internet time…lol. If you need a professional and inexpensive web page contact me here.

3.) DON’T STOP PROMOTING AND MARKETING! Constantly update all the sites you have. It’s easy to be forgotten so update regularly to keep your audience interested. Remember what Aristotle said, “Time crumbles things; everything grows old under the power of Time and is forgotten through the lapse of Time.”

4.) DON’T FOCUS ON THE OPINIONS OF FANS THAT AREN’T IN YOUR “TRIBE”. According to Seth Godin your tribe is your core group of fans. Bob Baker says, “I suggest you not be distracted by the people on the fringe of YOUR tribe. Don’t insult them (unless that’s a part of your brand identity), but don’t cower to them either.” Trying to appeal to everyone will only water down your identity and lead you to failure. Focus on the true fans. Those include the people that attend all your shows, buy your albums, comment on you sites, and support you whole heartedly. They are your IDEAL customers.

5.) DON’T INVEST MONEY IN ANYTHING WITHOUT PLANNING YOUR DIRECTION FIRST! There are so many scams out there preying on musicians for money! Due to the fact that the entertainment industry is so congested, many musicians have become desperate. Scams are constantly taking advantage of these people. Be sure to write down exactly what it is that you want and exactly what you need. That way you don’t go spending money on shit that you don’t need. If you know what you want people can’t convince you that you need whatever trash it is they’re trying to sell you. Remember this quote by Alfred Montapert, “In life, the first thing you must do is decide what you really want. Weigh the costs and the results. Are the results worthy of the costs? Then make up your mind completely and go after your goal with all your might.” Cheesy but true.

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