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 forty-five cents per download. The artist decides how much profit they need to make above that forty-five cents. Most digital downloads are retailing for about ninety-nine cents, so the artist would be paid fifty-five cents per download. I just got an email yesterday that announced SNOCAP will be reducing its share by six cents starting January 21st, which means more profit for the artist! MySpace Music combined with SNOCAP is an excellent way for Indie artists to enjoy affordable promotion and distribution of their original music worldwide.
WORD OF WARNING: I strongly urge any artist considering the SNOCAP service to review the contract in depth, because it is a legal binding contract that needs to be taken seriously. You may even consider having an attorney examine the agreement, so that you fully understand your legal obligations and liabilities before signing the contract. I also recommend that you follow this procedure with any online service that promotes or sells your original music. I've seen some bad contracts that basically give your music away for free, and there's very little you can do about it once you've signed.
Starting a band website is also necessary for Internet promotion. Your official website is your "home base" for artist promotion and merchandising. As I said previously, linking this site to your MySpace Music site can help drive web traffic in your direction. I designed my own site recently, and I've already had many visitors directed from the MySpace Music band website link. The website cost me less than $100 (US) to publish, and is very inexpensive to maintain. I'm able to showcase a wider variety of music, and vi sitors also have access to my SNOCAP digital download store.
Having your own website also provides more flexibility for site design and content. You can compile a mailing list, publish press releases, and include many other interesting features to keep your fans coming back for more. Also try exchanging web links with other artists, companies, and organizations to help support your networking efforts. Your website is a wise investment of both time and money that can be integrated into other promotional efforts when you're ready to take the next step.
Promotion is the key to success in the music industry. The competion for potential fans is hotter than ever, and the artist with the best promotional strategy usually wins! If you're an artist on the verge of stardom, or a band in the garage with big dreams and a small pocket book, promotion is one aspect of this business you just can't ignore. Creating great music is a good start, but the music business is all about business!