Technology has had a huge impact on the music industry. According to a 2013 Study by Music Think Tank, more than 40% of people consume music through social media. Employees start their working day by visiting the most popular social networks. Justin Bieber, Soulja Boy, Avery and Alyssa Bernal have been discovered online. Russell Simmons, Brian Robbins (Director) and Steve Rifkind (founder of Loud Records) have just announced the launch of All Def Music, a joint venture dedicated solely to the development of talent discovered on the Internet.
Young independent musicians are encouraged to use the Internet to “create excitement” and “attract attention.” This advice has led to an oversaturation of the market, and most unsigned musicians sell their music in exactly the same way! Thanks to technology, recording and downloading music has become so easy. The artist can even shoot a video clip on his mobile phone. Many of these reassuring superstars didn’t spend much time honing their skills. So how do you promote your music in a way that stands out? Here are my 5 tips on using social media to build a huge fan base.
(Tip No. 5) Create a unique name (nickname or alias)
How important is the name? Vince McMahon built a billion-dollar empire, effectively using big names. He developed a big name for his business and made big names for his wrestlers. Now look at the music industry. Experience the greatest growth period of all genres, from jazz to rock to hip-hop. You’ll find that their musicians had good aliases. When you first heard the names Aerosmith, Sid Vicious, 2pac or Herbie Hancock, was there a chance you’d forgotten them? They were so unique, but simple, that they were instantly imprinted in someone’s head.
Hip-hop artists of the 80s and 90s had creative, simple and brilliant stage names; The Beastie Boys, A Tribe Called zuest, N.W.A, Wu Tang Clan, OutKast, LL Cool J (Ladies Love Cool James), Snoop Doggy Dog and Nasty Nas. Russell Simmons was a marketing genius and before launching them, he made sure his artists had big names. In the early 1980s, Russell Simmons agreed to shoot Easy D and his friend. He felt that the band needed a simple, memorable and completely unique stage name. The group absolutely did not like the name that Russell had proposed, and they believed that their careers would be ruined. Mr. Simmons convinced them to give them a chance for a new name. He understood marketing from his experience as a promoter at parties and concerts. In 1983 he renamed and founded the band. Twenty-six years later, Easy D and his partner were inducted into the Rock and Roll Hall of Fame under the pseudonym RUN DMC. If this concept (creating a big name that will remain in people’s minds) was important before the Internet era, how important is it today (market exaggeration)?
Here is a personal story illustrating the influence of the big name. Two years ago, I opened a page to help artists, musicians and poets in New England. At first things were slow. Some people did not accept my friend’s requests and my privileges were suspended. I thought about the basic rules of marketing and decided to change the name. I wanted a name that would attract people’s attention; to create a GOOD, a WISH and a GOOD. I decided to change the names of the best artists in New England. A few hours after the change of name, I was inundated with requests for friendship. I haven’t sent a friendship request since I changed my name, and in two months the number of friends has increased from 200 to 5,000. The noise caused by the new name has reached people all over the world. The page even received a request for friends from some of the richest music moguls in the industry.
Many independent musicians completely underestimate the value of creating a big name. If someone was at a concert and performed several independent artists, would it be difficult to forget the name of your band? A memorable, unique and simple alias can be a difference to your band’s music discovered or lost among the millions of other bands that have also uploaded their music.
(Tip 4) Understand the power of images and colors.
Have you ever been on a mixtape, datpiff, what have you noticed? What catches your attention when you are overwhelmed with choice? Answer… Excellent illustrations in bright colors! Colors can send certain messages. There is a reason why companies invest so much time and money in the development of colorful logos to attract people’s attention. Look at the Run DMC logo thirty years later; it always attracts people’s attention. Learn the words: colours and marketing. You’ll find out why black is used to sell luxury goods (such as Jaguar’s marketing campaign, AMEX Black Card). Black usually symbolizes authority, courage, strength, strength and elegance. Black “attracts a certain audience of people who … have a higher income and a higher level of education.” – Alden Morris. Color also attracts the attention of smart people who like classical music, jazz, R’B and independent music.
Certain colors will attract the attention of one sex and disable the other floor. Certain colors (green and blue) attract the attention of both sexes. Some colors (red and blue) are good for an interactive click button and can increase the conversion rate to 40%. Understand your target audience and use colors to get their attention. A freelance artist in the style of hip-hop should think about using magnificent works of bright colors and black. There are millions of other musicians who try to get people to notice them, on the left side of the screen there are advertisements and pop-ups pretending to be someone’s attention. Effective use of color is an advantage that sets your music apart. If the Internet is full of artists, shouldn’t you be doing something that sets you apart? Why spend so much time creating a great product (your music, your art or your poetry) if it doesn’t stand out?
(Tip No. 3) Look at THESY and sell to the right people.
If you were a country artist, which option would you choose? (A) Sell or share your CD at a country music club with 3,000 members. (B) Sell or stream your music through an open hip-hop microphone with 50 members. The choice is obvious. Many artists often make this mistake on social media.