Two Questions That Can Help You Sell More Music & Merchandise

If you're not selling as much music merchandise as you'd like, you might be neglecting to ask these two important questions ...

Question #1
What products, services or artwork are your fans most enthusiastic about?

Maybe your fans are really interested in more limited-edition merchandise or hand-screened posters made by members of the band. But you keep trying to sell them cheesy looking beer koozies.

Think of how your grandma goes shopping for you. She thinks you'll love that new sweater vest, but in reality, if she just asked you what you wanted, you'd be getting a leather jacket.

Your t-shirts might not be selling because you're offering sweater vests instead of leather jackets. Sure, just like grandma, you had good intentions, but few people are really all that interested.

The best way to find out what your fans want is to ASK THEM what they'd be willing to buy!

Feedback from your fans may very well inspire fresh ideas for new merchandise you hadn't thought of before. Your goal is to offer something of value that they want - to fill a true need that your fans have.

Action step: Post an online survey with a few t-shirt design ideas and see which one your fans like best, then print that one.

Warning: Always print a short run of any new design, despite how people vote in your survey. I can tell you from experience that what people say they will do in a poll (which simply reflects their intentions) can be quite different from the actions they take in the real world.

The only thing that matters is how fans end up voting with their dollars. If they don't actually BUY the new thing you offer in sufficient quantities, let it go and try something else.

It's all about experimentation and not being attached to an outcome. In other words, don't try to force feed your fans something they don't really want.

Question #2
What do fans buy from other artists that you could do better or create with an original twist?

Yes, you should also be looking at what other successful artists (as well as cool companies) are doing with their merch selections. I'm not talking about ripping off their ideas. But observing what items are working for others might inspire a spin-off idea you can uniquely make your own.

One band that is always blazing new territory with merchandise sales is the Flaming Lips. Recently, Wayne Coyne and company released new songs on USB drives that were embedded in bizarre objects like Gummy Skulls and strobe light toys.

Check out this Hypebot post for more examples of how the Lips push the boundaries and give their fans new merchandise options.

Of course, your merch ideas don't have to include skulls. But can you take an idea like it and adapt it to your own style? Can you find interactive ways to spread the news to your fans about limited-edition merchandise?

The goal here is to create conversations with your tribe of supporters and show them that their input is important.

Besides, they can only wear so many sweater vests.

Have you asked your fans what they want, or have you been shoehorning them into grandma's sense of fashion?

-Bob

P.S. This post was partially inspired by this "How to Turn Website Visitors Into Customers for Your Creative Business" post by Mark McGuinness. And thanks to Kendra for her valuable input on this post.

DIY Music Career Advice from MC Lars

Since 2006, hip-hop artist MC Lars has been a poster boy for indie music success and the DIY work ethic. After a short-lived relationship with Terry McBride and the Canadian record label/management company Nettwerk five years ago, Lars formed his own label, Horris Records. Since then, he has taken his self-described "post-punk laptop rap" and delivered it to a target audience he calls the "iGeneration" -- kids born between 1982 and 2000.

A couple of months ago I sent my assistant and ace correspondent Kendra Wright to the St. Louis date on the 2011 Vans Warped Tour. There she sat down with MC Lars and captured his thoughts on his approach to a DIY music career, making money as an indie musician, his advice for new artists, and much more.

Here are the first two video excerpts from that great interview:

MC Lars Interview, Part 1



MC Lars Interview, Part 2



What do you think about what MC Lars shared on these videos? I welcome your comments.

-Bob

How to Talk to Your Fans Using POV

In the same way that there is an art and craft to songwriting, there is also a craft to writing and using language in general. Make no mistake, these word-related skills can play a big part in how effectively you communicate with fans - especially online.

In this article I’m going to quickly address something called “point of view” and why it’s so important — namely, when to use the First Person, Second Person, or Third Person perspective when talking about and describing your music.

You probably learned these things in school. But just in case you forgot the details, here’s a refresher on what they are:

• First Person is when you write about yourself: “I just wrote a new song” or “We have a big show coming up this weekend.”
• Second Person is when you speak directly to the reader: “You will really enjoy this new song” or “You should come to our show this Saturday night.” (The second example actually combines first and second points of view in both “you” and “our” terms.)
• Third Person speaks from a more distant, observer viewpoint: “Suzy just wrote a new song” or “The XYZ band has a big show coming up this weekend.”

Great. You’re back on track with what these three things are. Now, how can you use them to more powerfully communicate with fans?

First, let’s consider the way a band might describe the music on it’s new album. Here’s one version written in the Third Person:

“On this new album, the listener will be swept away by the pulsating rhythms as his or her body is compelled to get up, shimmy and shake the night away. A perfect gift for the special dancer in one’s life.”

That’s cool, but it could be made much stronger with a simple shift in perspective. Here’s an alternate version of the same words written in the Second Person:

“On this new album, you’ll be swept away by the pulsating rhythms as your body is compelled to get up, shimmy and shake the night away. A perfect gift for yourself or that special dancer in your life.”

See the subtle difference? “YOU” is a powerful word. In most cases, speaking directly to your fans in this way (and actually helping them visualize how they’ll enjoy the music) is the best way to write about your sounds.

Now let’s consider how you might approach an artist bio, especially when it comes to putting a positive spin on what you do. In fact, I’ll use myself as an example here, because I just got some nice press coverage that I plan to add to my bio.

Here’s one way I bould weave it in using the Third Person point of view:

According to the Salt Lake Tribune, Bob Baker is “one of the most widely recognized authorities on music marketing. A prolific writer, indie musician and former music magazine editor, Baker is regarded as one of the industry’s leaders in helping musicians leverage online web and marketing strategies to boost their careers.”

Pretty cool, huh? Quoting a media source works pretty well here.

Now consider how that same information would feel if it had been written in First Person:

I am one of the most widely recognized authorities on music marketing. A prolific writer, indie musician and former music magazine editor, I am regarded as one of the industry’s leaders in helping musicians leverage online web and marketing strategies to boost their careers.

Hmm ... awkward! Yep, that version would make me look like an egotistical baffoon. So when it comes to heaping praise on yourself, be cautious and consider quoting a fan, industry expert or media person instead of saying it yourself.

So, is there ever a good time to write in the First Person?

Of course, there is. First Person is great when telling personal stories and giving people a glimpse into your world, such as:

“You’ll never believe what happened to us when we stopped at a 7-11 in Biloxi , Mississippi. It was close to midnight and I had a sudden urge for a Slurpee ..”

“I’d love to tell you the surprising reason I wrote this song and why it means so much to me …”

So there you have it …

• Use First Person when sharing personal stories and your inner most thoughts.
• Use Second Person when describing your music, promoting shows, and encouraging fans to buy.
• Use Third Person to quote other people saying awesome things about you.
• Combine First and Second Person for even greater impact, as in “I want you to know how much I appreciate you and your support.”

What are some ways you use point of view to get your message across to fans?

-Bob

Steve Jobs: Let His Life Inspire YOUR Legacy

The world is still reeling from the news that Apple co-founder Steve Jobs has died. There's no denying the incredible impact this one man has had on the way we use and interact with technology -- especially when it comes to music and entertainment media in the digital age.

Here are a few rough numbers to consider:

• 300 million iPods sold
• 16 billions songs downloaded from iTunes
• 225 million iTunes Store customer accounts
• 100 million books downloaded from iBooks
• 25 million iPads sold
• 15 billion apps downloaded from the App Store

Those are impressive figures. The influence that Steve Jobs had on the digital devices we use (and how we discover and acquire music and media) will be felt for decades to come. He's being described as a modern day Thomas Edison, regarding the lasting impact he'll have on our culture.

Yes, we should honor his life and be saddened by his passing at such a young age. And moving forward, there will no doubt be plenty of people who will question how Apple operates without its iconic leader at the helm.

But what I encourage you to consider is this ...

What can we learn from Steve Jobs on the topic of leaving a legacy and making an impact on the world during our short time on this planet?

Luckily, he left us with a good bit of advice. Later this month, his authorized biography by Walter Isaacson will be published. It's already a bestseller on Amazon, based on preorders alone.

He also gave an inspiring commencement speech at Stanford University in 2005. The video has gone viral since his death. Here's just part of what he said that day:

"You're time is limited, so don't waste it living someone else's life. Don't be trapped by dogma, which is living with the results of other people's thinking. Don't let the noise of others' opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you what you truly want to become. Everything else is secondary."

Watch the full video of his Stanford commencement speech, then I encourage you to leave a comment below. Give me any thoughts you have on Steve Jobs and his legacy. Then, more important, make a public statement about how you will live your life so your impact is felt long after you are gone.

Hint: You don't have to be a global figure or sell millions of "units" to accomplish this. You can leave a legacy on whatever scale you choose to work - small, medium or large. The main thing is to leave behind something of value for someone.

How are you doing that today?


-Bob

P.S. It just occurred to me that I wrote this post on my new iPad 2, which I bought a couple weeks ago and absolutely love. Thanks again, Steve, for the influence you’ve had on our lives!

New DIY Music Workshop Hits 5 Cities This Fall - Can You Help?

The fall of 2011 will be a busy one for yours truly, as I take a brand new workshop on the road. And I would really appreciate your help ...


A few months ago I conducted a simple online poll. I asked readers like you what topic I should work on next. Subjects ranged from publicity to advanced guerrilla marketing to Facebook and Twitter tips.

The top two vote-getters involved converting fan attention into sales and how to sell more music and merch. You spoke, I listened. And that's why this new workshop is called ...

How to Make Money as a DIY Artist:
4 Steps to Converting Fan
Attention Into Sales

Here are the dates and cities. Follow the links for details on location, time, and pricing.

Tuesday, September 27
Kansas City, MO - Register here


Wednesday, October 5
St. Louis, MO - Register here


Monday, October 10
Salt Lake City, UT - Register here


Saturday, October 22
Nashville, TN - Register here


Monday, November 7
Hollywood, CA, at Musicians Institute - Register here


November 3 thru 6, at the TAXI Road Rally
Los Angeles, CA
This event is free, but you must be either a TAXI member or the guest of one to attend. Details at http://www.taxi.com/rally.


Here's how you can help:

• Do you live near any of these cities? If so, I would love for you to attend!


• If you can't attend, do you know music people in any of these areas that you can spread the word to? Send them an email, tweet about it, post it on Facebook!


• Do you have any suggestions for people, organizations, songwriters groups, etc, that I should contact in these cities to get the word out?

I'm really looking forward to sharing these powerful ideas - many of them inspired by recent interviews I've done with Karmin, Pomplamoose, David Nevue and Mark Mohr, as well as experts like Tony van Veen, Joe Vitale, Michael Brandvold, and Jason Van Orden.

I appreciate anything you can do to help me spread the word and get more people to these live events. In particular, I would love to meet YOU in person at one of them!

-Bob

How to Sell & License Cover Songs, YouTube, Pomplamoose & More

I just posted part one of a great two-part interview with Jack Conte and Nataly Dawn of the duo Pomplamoose. They explain how they've used a combination of cover songs and originals to attract more than 300,000 YouTube subscribers and 60+ million video views.

They also sell more than 100,000 digital music downloads a year through iTunes and their own website. These online sales are comprised of both cover songs and originals.

Which has led to a ton of questions from artists wondering:

How does Pomplamoose (and many other musicians like them) legally post cover songs on YouTube and then sell them?

Some of these cover song issues will be addressed in part two of the Pomplamoose interview. But since a lot of people are asking now, here is what I know about this topic ...

There are two separate aspects to this:

1) Recording your version of someone else's song and POSTING it on YouTube - where anyone can watch it for free

2) Recording your version of someone else's song and SELLING it on iTunes, Amazon, your own site, etc.

Regarding #1 ... Admittedly, this is a gray area with no clear-cut answers. YouTube probably has a blanket license from BMI and ASCAP for this purpose. Much like a live music venue should have a license that allows you to play cover songs in a club.

Based on my research of this topic, the main reason a cover song video might be removed from YouTube is if someone files a complaint or the copyright holder objects to it. This has happened with some videos. But considering the thousands (if not millions) of cover songs on YouTube, it is rare to have such a video pulled.

There's currently no easy system in place to get permission or purchase what's called a "sync license" before posting your rendition of a popular song on YouTube. So most indie artists simply upload them for the world to see. If an artist, record label or publisher does object, it seems the worst that happens is that YouTube deactivates that video.

Warning: There is some evidence that YouTube has a "three strikes" rule -- meaning that after three such copyright deactivations they will shut down your entire channel. So if you've had complaints in the past, you might want to steer clear of cover songs on that channel.

(Note: All of these guidelines pertain to YOUR RENDITION of a song! Do NOT post the original recording of someone's else song. THAT is a definite no-no.)

Thanks to Suzanne Lainson who provided this link to a much more in-depth overview of this topic.

Regarding #2 ... To SELL your recorded version of someone else's song, you must purchase a mechanical license. As Jack and Nataly will point out in part two, this is incredibly easy and affordable to do -- especially for digital download sales in small quantities.

Pomplamoose uses the Harry Fox Agency, which you can find at www.harryfox.com/public/songfile.jsp or simply www.songfile.com.

Many indie musicians use Limelight at www.songclearance.com -- which some have said is even easier to use.

Using either one of these sites, you could buy the mechanical rights to sell 100 digital downloads of a cover song for as little as $24 USD. (That includes a $15 fee to Limelight or Harry Fox, plus $9.10 for royalties to the publisher.)

Pretty simple, huh?

Note that there are different rates and rules for songs over five minutes in length, sampling, parodies, etc. But for a simple rendition of a cover song, it's pretty easy.

If I missed anything, please leave a comment below.

-Bob

Don't Let the Bastards in the Door! The Cure for Economic Doom & Gloom

I've had it with those Bastards, and I will no longer let them in my door. And ... I highly recommend you do the same.

What? Let me explain ...

Yes, I'm frustrated with U.S. politicians in D.C. But I'm not talking about them. Yes, I'm not at all happy with Wall Street insiders focused on short-term greed. But I'm not talking about them either.

I'm also fed up with the head honchos at media outlets who choose to report fear and loathing 24 hours a day. But they are not the Bastards I refer to here.

Like you, I've been bombarded with messages about debt ceilings, downgrades, downturns, shortages, layoffs, foreclosures, and more. I've had my fill.

And now I refuse to let the Bastards in my door!

The Bastards I'm talking about here are not people or corporate entities. They are the negative and destructive thought forms that are hypnotizing you and me and much of the population these days.

If you want to truly survive and thrive through this (or any other) economy, you must send these Bastards packing and not let them get anywhere near the door to your psyche.

Note of Clarification ...

I am NOT talking about burying your head in the sand and denying that many people are hurting financially these days. There is some very real pain being experienced by good people. There's a pretty strong chance that someone close to you is facing an economic challenge, or even you yourself are.

I get that. I have felt the pinch myself, and I have watched and am watching good friends wrestle with it.

But the best way for you to help them and help yourself is to rise above the misery mentality. Don't buy into the mass consciousness of lack and limitation. That will serve no one.

It's one thing to be aware of global economics and have empathy for those who have been affected. It's quite another to shrivel up and become a card-carrying member of the Doom and Gloom Association.

The Bastards are trying to infiltrate your brain, your mindset, and your entire belief system. Don't let them in the door!

The Best Medicine for Economic Doom and Gloom

Again, these Bastards (with a capital B) are not people or things. They are perceptions, attitudes, and highly contagious viruses of the mind that must be obliterated from your life at all costs.

They must be dealt with like the diseases that they are with swift and radical treatment. Otherwise, they will continue to fester and grow within you -- and before you know it, your physical world will reflect the sickness that permeates your mind.

In fact, your current circumstances already reflect your internal belief system -- whether you know it or not. Your physical reality is formed by what you think is possible, combined with the actions you take and how you show up in the world.

The U.S. government may have a debt ceiling, but you have internal ceilings of your own. And one of them can be described as a "growth ceiling."

That's right, your personal experience of income, joy, creativity, love and much more is very much determined by what you believe is possible and what you feel you deserve.

These factors are at work in your life whether the media is saying the economy is soaring, plummeting or in neutral. So it's a good idea to not let the Bastards in your door at any time. But during times of mass gloom-filled hypnosis, it's especially important to stand guard at the doorway to your mind.

I Repeat ... Don't Let the Bastards in the Door!

By remaining in control of your attitude and outlook, you are in a much better position to see opportunities, maintain your enthusiasm, and take constructive steps to get out of any financial mess you may be in (or to help loved ones get through a challenge they are going through).

The other choice is to be sucked into the doomsday rhetoric, let the Bastards get a foot in your door, and before long your entire mental house will be filled with poison. This will cause you to retreat, miss opportunities because you are too pessimistic to see them, withhold taking action because "everyone is hurting now," and on and on.

In which position would you rather be?

One way you remain empowered and in control. The other way you succumb to being a victim.

Here are three quick ways you can keep the Bastards outside your door:

1) Go on a news and media diet. It's okay to be aware of world events and to be an informed consumer and citizen. But that doesn't mean you have to submit yourself to a constant barrage of negative news programming. (There's a reason it's called "programming.") Cut way back on your weekly intake of traditional media.

To keep the Bastards from getting in your door and infecting your mind, you may need a big dose of preventative medicine. My drugs of choice are books and audio programs that remind me of my potential and recharge my outlook and skills set. Doing this will strengthen the hinges on your mental door.

The media would have you believe there's a boogeyman "out there" trying to get you. But the real culprit is the Bastard that you willingly allow inside your door!

2) Be extremely grateful for what you have. I don't want to get all "Oprah" on you and tell you to start journaling (although that can be very helpful if you're into it). But I can't stress enough the power of appreciating what you already have. So start today to count your many blessings.

When you truly appreciate the richness and abundance of the life you already lead, it gives you a much firmer launching pad from which to grow. When you only focus on what's missing and what's wrong, there's little gas in the tank to get you moving.

So, what are you grateful for? Your health or your family? Do you have a place to live, a car to drive, or clothes to wear? What about the amazing technology we have today that allows us to communicate so effortlessly? How about your gifts, talents, friends, fans, and the good deeds you have personally witnessed recently?

Going on a "rampage of appreciation" will improve your outlook. I guarantee it!

3) Be open, available and eager for more. Hand in hand with your extreme gratitude should be an openness and eagerness to experience more. Being deeply appreciative of what you have and where you are does not mean you have to settle - that this is as good as it will ever get.

Life is all about growth, evolution and expansion. All you have to do is observe nature for a while to understand this concept. You should live your life in accordance with these natural laws too. Appreciate what you have, and simultaneously open yourself up to be, do, have, and create more.

Both factors are needed. Gratitude without growth can lead to stagnation. And wanting more without appreciating what you have will leave you feeling empty along the journey. So appreciate where you are AND where you are going!

Of course, this state of eagerness for growth must be combined with action. The good news is, your actions will flow more energetically and much easier once these three steps are fully embraced.

There you have it. My prescription for overcoming the disease of economic doom and gloom: Go on a news and media diet; be extremely grateful for what you have; be open, available and eager for more; take affirmative action.

I hope these ideas help you through this and any other troubling time ahead. But whatever you do ...

Don't let the Bastards in the door!

-Bob

P.S. I welcome your comments below.