When you’re involved in creating and marketing music it’s easy to get caught in the trap of focusing too much on the art and not enough on the process of selling it. If you’re doing it right, you’re involved with, or even creating, music you truly are in love with. Especially in that situation we can fall victim to thinking that our art is so darn special that it will sell itself. In these times with more new music being released each week than ever before, this is the furthest from the truth. The “build it and they will come” mantra does not apply to music. Unless you’re a genius. And you’re not. (Sorry.)
Seth writes:
“Some things are bought–like bottled water, airplane tickets and chewing gum. The vendor sets up shop and then waits, patiently, for someone to come along and decide to buy.
Other things are sold–like cars, placement of advertising in magazines and life insurance. If no salesperson is present, if no pitch is made, nothing happens.” – Seth Godin
Not even the biggest stars in music can rely on being in the first category anymore. Not with concert tickets and not with album sales. There is simply too much new music out there, and too much competing entertainment in general. To be able to cut through the noise the quality of the music isn’t enough anymore. Marketing is just as important and needs to be integrated into a release from the start. Know your audience, know how to speak to them, and make them part of your process.