3 Ways to Become a Music Marketing Ninja

To be effective in today's noisy world, you can't be lazy when it comes to marketing your music. You have to stretch your thinking and your methods. You must break old paradigms and shatter trusted formulas.

You must become a marketing ninja!


Here are three ways to do that:

1) Reconsider all of your marketing tactics. One of the biggest promotional mistakes you can make is doing something just because that's the way it's always been done before. Just because everyone else pursues radio airplay, retail distribution and media exposure in a certain way (or even MySpace, Twitter and Facebook), that doesn't mean you have to.

Your marketing decisions should be based on what's best for your particular situation, genre, target fan base, etc. Don't mindlessly follow the flock. Be different. Think creatively. Get focused on how you can most effectively reach new fans -- regardless of how the established artists or "experts" (including me) say it needs to be done.

2) Think in terms of opposites. Make a list of all the specific things that major labels and mainstream artists do to promote their music. Then imagine what would happen if you did the exact opposite.

What if you were in a band that never toured? Or made your albums available only on USB drives? What if you were mysterious and never displayed your photo and never did interviews? What if you performed live only on tennis courts, city buses or roller coasters? In short, what could you do to radically set yourself apart?

3) Redefine your small-scale, independent status. One of the reasons musicians feel they need to "act" like a major label artist is because of an inferiority complex. Without a label's or a manager's official backing, independent artists often feel they're imposters and aren't worthy of pursuing their dreams.

Guess what? This is nonsense!

Embrace your independence! Don't hide it. Flaunt it! As an indie, you have the unique ability to communicate on a far more personal level with your fans. You get to call the shots and control your destiny. You have freedom. Celebrate it!

And let your fans know you are doing this on your own, and how much you appreciate their help. Make them a part of your success story. So don't you dare shy away from your independent status.

These tips were adapted from my book, Guerrilla Music Marketing, Encore Edition.

-Bob