Posted tagged ‘plan ahead’

Creating a Killer Marketing Plan for Your Music

April 27, 2009


While visiting Artist House Music  (and incredible music business site) today, I came across a really rock-solid marketing plan by Boston-based Band Convey.  It prompted me to put up this post.  Make sure to check out Convey’s Marketing Plan when you have a chance.

The key to having a killer marketing plan is being practical.  Yea…you’re supposed to have goals…and they can even be hard to reach goals. But make sure that you intend to put in enough work…so that even if they are hard to reach, they’ll still be attainable.

Have a Budget
As it’s been said many times in this blog, money issues are the hardest part of pursuing music.  Having a budget doesn’t necessarily make things easier but it will help you to keep a clear cut account of what your funds are going into. How much are you willing to spend on PR material (i.e. press kits, posters, cds, display…etc)? When you have a defined limit, you’ll be able to make careful decision on what expennses are absolutely essential.  Budgets will especially benefit bands.  Its good for a band to corporately decide when/how/what they will spend their money on.

Plan Ahead (ya, there’s so much about this concept on Grassrootsy)
There’s plenty to read on this.  Check out the Planning Ahead – The Key to a Successful Show post or Planning a Tour: Making it Worth The Trip.  There’s no greater way to make a show or CD Release a success than planning ahead.  Convey plans to have their CD at their doorstep a full 4 weeks before the release date!  Their giving themselves a month to submit their songs to iTunes thru Tunecore.  That’s impressive for an indie artists.

Doing things with a Bang
Do what needs to be done to show people you are serious about a project or an event.  During that 4 weeks of promotional time, Convey is redesigning their website, their myspace, setting up a paypal account, iTunes purchasing…etc.  Like it says in the Looking Professional Even When You’re Not (or are you? i just can’t tell!) post, when you show people you are serious, they will take you serious.  Doing things with a bang doesnt mean you need to spend ridiculous amounts of money. But it does mean you need to spend ridiculous amounts of time.   There is no way you can do the job well if you don’t spend time maintaining your websites, recording and posting those videos on itunes, corresponding with your audience, and hyping up shows via social networking sites.

Market around specific events
It’s nearly next to impossible to build hype if there’s nothing to build hype around. Marketing thrives off of the facts: Who, What, When, Where, and Why. If you don’t have a specific event, tour, or significant peice of news, then you simply become like the other millions of bands on myspace who have their music posted.  And anyone can have music online.

Its worth it to set tangeable goals for your music, then create a marketing plan for any large event(s) you have.  If you’re marketing is successful, then you next step will simply be to keep the momentum going by regular communication (w/ fans and pr contacts), website maintenance, quality performances…etc

Be sure to check out Convey’s Marketing Plan.  See what they’ve mapped out for themselves.  Mimick it and alter it to fit your band’s goals.   Here are some other Grassrootsy posts that are related and relevant:


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Planning a Tour: Making it Worth The Trip

April 8, 2009
Brooke Annibale

Brooke Annibale


New venues and fresh audiences are usually worth the hassle of touring but below are some ideas on how to get the most out of your trip.

Do Your Research
Nothing sucks more than playing for an empty audience in a new city…especially since you’ve driven so far.  Do your research to find out the best places to play?  If you’re going to New York, contact NY artists and ask them to recommend venues. Ask them to recommend locations that are central and bring in foot traffic.  This will make it
easier to promote (you don’t want have to work extra hard trying to get ppl to come out to unfamiliar, hard to find spots). 

Take advantage of craiglist.  If you’re going to Portland put a posting on the Portland craigslist page.  This is how I’ve planned most of my trips and I’ve always been suprised by how willing people are to help.  Here’s an example…

  • Example: Hey all.  Our band is coming to Portland in a few months and we’re currently looking for good venues in the area. Can you suggest any places that book rock bands.  Any help you can give would be much appreciated!  You can feel free to check out our tunes:

Plan Ahead
Plan 2-3 months ahead.  Even if people recommend good venues, keep in mind that the good venues are usually booked 2-3 months in advance.  Trying to plan a tour 1 month in advance is not impossible, but very difficult.  Read Planning Ahead – The Key to a Successful Show for detailed tips on how to successfully promote a show.

This summer I’ll be hitting up Philly, Ohio, and Baltimore with good friend and Pittsburgh aritst Brooke Annibale.  The initial planning of our trip has made me realize how much easier it is to work together with other artists in addressing money issues.  Traveling with at least one other artist cuts your gas/toll expenses in half…as well as easing the burden of promotional efforts.

 Also, try to split shows with artists that are already in the city you’re visiting.  For example, if you’re touring in Philadelphia, contact a local Philly band or artist to see if they wanna split a show with you. Chances are they will bring more ppl out than you will b/c they live and play more regularly in the area.

Here’s an idea…
Consider spending 3 days in a city.  Pick one city that you really like and setup a show every evening. ?Why not? It’ll give you a chance to really build a fanbase in a short amount of time.  Plan to visit the city often (maybe every other month or every three months) to develop the fanbase and really make a name for yourself in that area. The more you visit that city, the easier it will be to book…and eventually you’ll get better shows.


If you have other touring suggestions, please feel free to post them as a comment. Thnx!

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