I started to write this as a giveaway for my mailing list and decided to break it into pieces for this site. It centers around creating a real launch for your project. So many times in indie music we write, record, play shows and sell stuff with no real plan for success. Hopefully this little series will help get some ideas in your head as to how you can create real anticipation for your music and make the launch of a new release an event and not just something else interrupting the busy lives of people. So here is part 1 of Music Marketing and Product Launches.
From Music Marketing to Internet Marketing
In the Internet Marketing world, product launches are the big money makers. You know the super marketers launching hardcore money making products retailing for the special price of $1997, but only if you act now. The ones that have those long, one-page sales letters, that go on and on with testimonials, features, benefits and guarantees. The product launches that friends of the super marketers promote to all of their lists, and in the process you get 10 emails from 10 different people all promoting the same product. The one time offers for more internet riches, that with only the click of a button, you will be on your way to enjoying the beach and luxury lifestyle you always dreamed about.
The problem with this kind of launch…
They work!
They work so damn well that launch after launch these big shot Internet Marketers bring in hundreds of thousands, if not millions of dollars everytime.
You want to know a little secret? The music business does the same thing.
Remember when 50 Cent first signed with Dr. Dre and Eminem? That was the start of his product launch. It got music and hip-hop fans buzzing. He was building affiliates and teammates that would be able to promote his music further as a team that he would be able to on his own.
The Internet Marketing to Music Marketing Process Exposed
Those famous Internet Marketing sales letters: The stories that graced the cover of XXL, the Source, Vibe and Entertainment Weekly.
The story: Pop culture was fascinated with his remarkable rise from being shot 9 times to signing with the most prominent producer and his wonder kid apprentice.
His affiliate team: Dre, Eminem, G-Unit, Interscope Records, Aftermath and Shady Records Team members, press, fans and sponsors.
His offers to reel you in: Those free mixtapes that came in abundance. Guest appearances on other hip-hop and R&B artists’ tracks.
The result: 872,000 copies sold in the first week! Over 13 million copies sold worldwide in the year it was released (2002)
The snowball effect of his first major product launch: 4 Multi-Platinum records, shares in Vitamin Water, G Unit Records, G Unit Clothing, Cheetah Vision Film Company and on and on and on
Ok, ok…I know what you are thinking. You don’t have the power to align yourself with moguls like Dre or Eminem. You are a local band, bedroom MC, touring musicians, whatever – that is looking to start, sustain and grow your career.
This advice applies to you 100 times over.
Leveraging your surroundings to create anticipation, trust and lust for your music, your products and your live show. In the next part of this music marketing feature we will look at your USP (unique selling proposition) and how to create the Internet Marketing wave around your product.
I’d love to know what you think about the above scenario and how you think it applies to you and your music. Share in the comments below.
-Greg Rollett
10 Comments
Jamal & Jasmine (Un World Life)
on 2nd Sep, 09 11:09am
Solid comparison Greg,
It applies to our music in a large way. For years (when we were still providing B2B service) I’ve advocated for approaches like this. Being a film lover, I also sway towards the use of movie industry marketing. Both internet marketers and film marketers build an all encompassing sense of “I need to get involved now! now! now!”
Sadly, this proves to be a major hurdle for most independent music-oriented teams. A few years back, I grew slightly jaded, well honestly, let down by many of the groups I would consult & build strategies for.
Maybe marketing & publicity is an entirely separate Passion from being a musician. Personally, I’m still yearning to be a bit more optimistic for the Indie Industry, and especially here online. The opportunities are HUGE!
Justin Boland
on 2nd Sep, 09 11:09am
There’s a lot of great insights from the world of captialized Internets Marketing. The structure behind a product launch is also very relevant for musicians: having a back end catalog will heavily increase your sales every time you launch something new. Having a “front end” freebie project to bring people in…well, Lord knows that’s been written about enough.
What’s especially useful, though, is the stripped-down approach to branding that guys like Kern take. Keeping all your communication consistent just requires a system…I’ve recommended “Think Two Products Ahead” by Ben Mack for a good number of years now, it’s a very complete guide to the process.
This was a good run-down. I think you could do a follow-up post looking at the current product launch extravaganza that Jay-Z is pulling off this month.
gregrollett
on 2nd Sep, 09 12:09pm
Hey Justin – thanks for the tip on Ben Mack, haven’t heard of him yet.
I think (and I believe that you do too) that a product launch goes way beyond the freebie. It gets your buyers, customers, fans into a frenzy to where they are excited to see your emails, enthused to retweet your posts and are clicking refresh every 2 seconds to be the first to buy a product. Getting your fans in that mindset is no easy feat, but by looking at what marketers and the NLP process does to condition your mind, its not a bad place to look for guidance.
Mario Mendoza
on 2nd Sep, 09 03:09pm
Nice comparison Greg. I started checking out some of Frank Kern’s principles and applying it to my marketing operation about a year ago. If you can put aside all the cheesy “overnight millionaire” hype you will find valuable techniques for a band.
The product launch seems to be a central point, along with branding, building strong mailing lists, and execution. The one main area where musicians have an edge is in the product creation area. Frank Kern stressed the importance of creating your own product and earning 100% revenue. As musicians, we can create music whenever our emotions call for it, and keep expanding our business at a low cost.
I believe in creating anticipation as you stated above for your music. The hard part for many music operations is not being able to ask for the money correctly. Don’t be afraid to ask your visitor to check out your music or sign up for your mailing list. Don’t forget the business side: networking with fellow bloggers and building those affiliate relationships.
gregrollett
on 2nd Sep, 09 03:09pm
@Mario – you bring up 2 key points right at the end of your comment. Asking for money and affiliates. In Label 2.0 we have a bunch of chapters that talk about how to ask for money and I think that is crucial. The difference in a band making money and the one that isn’t is in the approach in which they talk to and communicate with their fans and that includes asking for something.
As far as affiliates, I think this is an area that is WAY underutilized for musicians. I would gander to say that most do not even know this world exists. I can go on for days about affiliate marketing and how to apply it to bands from promoting others in your circle to empowering fans.
Frank Kern and some other marketers have some great experience playing into the minds of their prospects and that is where their value lies, and like you said you need to get past the intro fluff and the $$ dreams they talk about.
Thanks for dropping by.
Dexter Bryant Jr.
on 2nd Sep, 09 04:09pm
Superb! You are absolutely right Greg and I’m ecstatic that someone finally brought this connection between Internet marketing and music marketing forward.
I respect 50 Cent more as a businessman than I do as a musician (even though I like his music) and I think it’s fantastic that you broke down his first major product launch in such a clear-cut manner.
I need to get working on my first major product launch ASAP and apply your insights to my planning.
- DbryJ
Justin Boland
on 2nd Sep, 09 07:09pm
“As far as affiliates, I think this is an area that is WAY underutilized for musicians. I would gander to say that most do not even know this world exists.”
Absolutely. A lot artists I’ve brought this up with, interestingly enough, recoiled from it like it was dirty. This kinda blew my f’ing mind, because it seems to Myselvis that if anything, you’re being very generous by giving your fans a slice of the profits from the referrals they’re giving you.
Even once artists understand it better and consider it, they’re usually daunted by the logistics of setting up an affiliate system. Any recommendations there?
radionowhere
on 2nd Sep, 09 11:09pm
Hey Greg – if you can go on for days about affiliate marketing…please do! I’m sure there are a lot of musicians out there who would love to see a big post on the subject. Thanks!
mr. tunes
on 8th Sep, 09 08:09pm
i’m a little surprised that you would put frank kern out there. i checked out his stuff a while ago and it looked to me like a pyramid scheme. if selling GOOD music was only so easy
gregrollett
on 8th Sep, 09 10:09pm
@Justin – I am conducting some further research to try and give a nice answer to the “affiliate program for musicians post” – hopefully I can get that out this week to you guys.
@mr. tunes – why are you surprised that I mentioned Frank Kern. He is one of the most respected and legit names in Internet Marketing. He has been working with the likes of Bill Clinton and Tony Robbins on creating internet campaigns and has a great (well went from shady to now great) track record. The reason I bring him up is the way he relates to his prospects. Most musicians treat their fans like shit. Asking and begging them to come to their shows, buy merch and get bombarded with spammy bulletins or Tweets that provide no value. The Internet Marketing world has experienced amazing growth by “caring” about their prospects and customers and in turn they make a great living because of it.
Selling music is that easy if you make great music and communicate with your fans to the level where you bring value to their life. All the fancy tools in the world cannot connect you on that level with your fans.