Posted tagged ‘local’

How to Have A Pre-Internet Mentality

November 15, 2010

It’s Grassrootsy’s 200th entry! Pretty exciting even though it doesn’t really mean anything (per-se).

Today I thought I’d refer to a funny comment Hugh MacLeod posted on his twitter account a few week’s back…

“Wondering how the hell anyone could’ve been successful, pre-internet…  ” –@gaping void

Have you ever thought that? I’ve actually thought about this alot. What would we do? How would we communicate with people?  Truth is, the internet could be a digitized version of the old days if wewant it to be…and it wouldn’t be a bad thing.  And if we did take that approach, we might even be more successful in our musical pursuits. Here’s more on that.

1. Think Locally. Back in the day, every neighborhood had its own butchery, milkman, bakery and post office. What if the internet could be like that. What if you had a close-knit community of folks that you correspond with on a regular basis?  What if you could go to these folks for anything – like splitting shows, cross promotion, getting new gig leads, and more. Treat the internet like your neighborhood. No, I’m not trying to limit you, but make an effort to create an online community that mimics reality.  Play your shows. After the show connect with the audience online, strengthen that connection. Use the internet to foster the connections your already have and to build things slowly and steadily.

2. Start Small, Go Big. You’re thinking waaaay too hard. Just because the internet holds the potential for you to reach millions of people, doesn’t mean you should go and do that. I have a very strong feeling that all the big companies like Fed Ex, Subway, Starbucks, (etc) didn’t start big. The founders likely opened one location in a city or town, saw it do well, and then decided to open a few more…and so on and so forth.  Any strong, successful, long-lasting company will first work to build a strong foundation with what it has before expanding. Work to build a strong foundation with what you have before you try to conquer what you don’t.

3. Don’t Ever Forget the Importance of Word-of-Mouth. It was the highest compliment back then and it’s still the highest compliment today.  Independent music existed long before the internet. But how did people share information? Word of mouth, of course! When you make your fans top priority, they will share you with their friends. They will bring their friends to shows, and they will support what you’re doing. And this is the beauty of the internet. Word-of-mouth exponentially increases when the internet is involved. It’s an old-school concept in a new format.

By the way, MacLeod is the author of a book called “Ignore Everybody”.  Its a pretty incredible wake-up call to anyone who’s been sitting on their creativity but wants desperately to use it.  Here are some blogs we wrote referencing the book a few months back..

Subscribe to Grassrootsy