A New YouTube Policy That WON'T Test Your Faith In The Internet

YouTube is known for many things, but only to those in-the-know is it thought of as a fantastic platform for music marketing. Although there are still very loud stirs in reaction to rumors/press about coming changes to the way it currently works for (or against) musicians, as of this week they are offering something good. The cornerstone of any marketing campaign is of course The Brand, and YouTube is now offering custom URLs to creators with 500+ subscribers. While this definitely does not benefit most musicians right now, it gives a very good reason to dust of the video of you playing at your younger brother's after-prom party.

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Facing the Music of Facebook

Many musicians have been up in arms over Facebook’s recent changes to its advertising policy. The language or the policy sounds like it is mostly intended to limit the marketing abilities or major brands/products, however BANDS have somehow (rather sneakily) been thrown under this umbrella. It used to be that Facebook was the best (and most free…completely free actually) way for artists to connect with their fans and publicize upcoming shows and releases. But now Facebook wants people to pay to let a fan know that they’ll be playing three block away from their apartment on Friday night. A band I know in Brooklyn recently told me that he had tried to post a link to nice write up they got from Pitchfork, but of their (relatively meager) 400 + fans, only 11 saw the post. It didn’t matter how many read/liked their posts in the past, not even their friends who Like’d them to be polite got to see it until he posted it on his personal page.

On the one hand, it’s ridiculous that a group of twenty something who wait tables part time are being treated the same way as Target or GAP. On the other hand, it’s also very, very, very ridiculous. The silver lining is that if the history of the internet and social media is any indication (along with growing resentment towards Facebook in general), something just as good or better will eventually take its place.

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Networking

One of the keys to success in the music industry is not just getting exposure, but getting exposure to, and from, the right people. The old adage “it’s not what you know, it’s who you know” is never more true than in this industry which flourishes on the fact that tens of thousands of musicians have their sights set on the same vague goal of unfettered stardom, or at least relevance. You can probably name at least ten bands who sound like Green Day in your city alone, but only one gets to open for them when they come to your town. Chances are that Green Day doesn’t sit at home Googling ‘bands that sound like us in Cleveland’ and handpick the best ones. These opportunities come to groups who just happened to meet the right person at one of their shows, or maybe just in line at Guitar Center. Maybe the bass players girlfriend’s brother is the arts editor at the local paper. Maybe they just got the right gig, at the right venue, on the right night. The point is that ultimately it comes down to luck and meeting or knowing the right person. So it stands to reason that the more people you meet and can have a positive interaction with, the better your chances since you never know what/who will be behind getting you your big break.

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After The Blog Rush

Did your last album get the publicity you expected? Did it do even better than expected? Pat yourself on the back, then shut up and get back to emailing. Don’t be afraid to follow-up with people who gave you a positive review. Start with a “thank you” and re-contact them whenever you have something to promote. Chances are that they wouldn’t mind knowing a little more about you; seeing your new video, checking out your tour dates, etc., and at the very least they probably don’t mind a little flattery. This type of follow-up PR is the best way to insure more press coverage and an equally or more successful campaign when you release your next album. 

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Artists & Managers

It can be very important for an up and coming musician/band to have a manager. However in order for this relationship to be effective, there needs to be a very clear understanding (mostly on the musician’s part) of each other’s roles. For an artist, the story of having a ‘falling out’ with a manager is so common and contrived that younger musicians almost aspire to it, getting the impression that it is a rite of passage towards stardom. But letting a manager do their job, and play their role is much more important than you might think.

As an artist, your personal definition is most closely tied to the quality of your work. Many even make the assumption that if they make good music, piles of money are sure to come their way. The truth is that once you’ve crossed the threshold into actually needing management, the job of the manager is to take the necessary steps to grow that preliminary success. If it seems like they don’t “understand your vision”, you should understand that in fact they do, but their concern is making your vision a reality which may involve steps that you haven’t thought about or don’t approve of, but they are necessary for the manager to do their job effectively.

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Video Marketing

The key to making a video with the highest sharing potential is putting as much as you can into the content, and getting as much as you can out of the content. This means that your video should be well thought out and enjoyable to watch, even for someone who isn’t particularly familiar with your music. You can also create more content from the video making process. “Behind the Scenes” or “Vlogging” (video blogging) can help give listeners/viewers new insights into who you are as a musician(s).

You should also remember that you don’t necessarily need to make a music video in order to take advantage of the medium. Tour diaries or behind-the-scenes looks into a studio session can also generate more/deeper interest in your music.

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