He was doing all the right things: Getting digital distribution through CD Baby, setting up a Facebook fan page and a YouTube channel, hiring a graphic designer, and even manufacturing a short run of physical CDs.
I was so happy for him and eagerly bought a copy of the EP when it was available. The packaging looked great ... but I quickly noticed that an important detail was missing.
I examined the album artwork two or three times to make sure I wasn't overlooking it. Alas, one crucial detail was nowhere to be found.
On the album artwork, this talented artist had neglected to include a web addrdss of any kind. No artist website, no Facebook address, no Twitter URL ... nothing!
Of course, you can say that many of the people who buy the album will already know where to find the artist. Or that anyone can simply "Google" his name to find him online. But WHY make fans work that hard to connect with you?
Your physical recordings are more than just pretty packages to deliver your music in. They also act as marketing tools. Therefore, you should use them (and every other piece of physical promotional material you create) to connect with fans.
Do This to Make a Real Impact
In fact, I encourage you to take it a step further on your album artwork. Don't just list your website. Create an attention-getting incentive to visit the site and ... drum roll, please ... get on your mailing list!
That's right. Think about it. Is everyone who purchases your album, or everyone who sees your album at a friend's house or in their car, on your mailing list? In most cases, the answer is absolutely NO! Which means there's a huge disconnect between you and your fan base.
Consider all the people who purchase or hear your new album and love it. How will they know when you have something new for sale? How will they know when your next live show is? How will they get to know and appreciate you more?
The short answer: They WON'T if you aren't able to connect with them directly!
That's why building a mailing list is so important. And that's why creating an obvious "call to action" on your album artwork to visit your website and get on your list is important to your growth as an artist.
Note of clarification: I'm suggesting you place your websites and calls to action on the inside of the CD booklet/insert or on the back cover - NOT on the front cover of the album. Some digital retailers, such as iTunes, will not sell music in their catalog if the album cover contains a web address.
What do YOU think? I welcome your comments.
-Bob
P.S. The image above is by Chris Griffith.
