by John Durant

Created on: January 27, 2007   Last Updated: February 09, 2010

Promotion is the key to the success or failure of any aspiring artist or band. Talent can get you noticed, but promotion is what sells CD's, digital downloads, and concert tickets. All you have to do is watch a few episodes of "American Idol" to see that even the "marginally talented" can be successful if exposed to a large audience.

Hiring a professional promoter or signing with a talent agency can really help jump-start your career. I suggest this route if you've already recorded and released a CD, and if you're ready to perform live on a regular basis. Most reputable promoters and agents work on a percentage, and you don't have to pay them up-front for their services. There are also companies who sell "promotion packages" for aspiring indie artists. It's important that you research these companies thoroughly before considering the use of their services. Always look at a promoter's total track record, not just the one or two "big successes" they've had. If a promoter only has one success out of one hundred, that adds up to a one percent success rate, and is probably not worth your time and trouble.

What if you're a recording artist or band trying to build a fan base on your own? How do you get exposure to the largest audience on a reasonable budget? Internet promotion is the most effective tool a band can use to get the "buzz" started. The first and most affordable way to promote yourself is to open a MySpace Music account. It's free of charge, and the format allows you to upload four songs to showcase your talent. You can also upload photos and videos of your band, which can really help you fine-tune and test market your image. MySpace Music gives you all the necessary tools to create a network of both fans and music industry contacts. You can build your fan base by "adding friends", and then keep them all informed of your performance schedule and other band info by using the "post bulletin" feature. This feature sends a message to all of your current "friends" simultaneously. They also provide a section that allows visitors to click on a link to your band's own website, which can help drive web traffic in your direction in an affordable way.

Artists now have the option to sell digital downloads directly on their MySpace Music site through the SNOCAP digital download service. You have to sign a contract to use this service, but you don't have to give up the rights to your music. SNOCAP receives a share of the proceeds from each download, which is currently

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