How to Market Your Band, Part 2

A while back I posted some thoughts on how the music business is changing and some different ways to get attention in a changing industry. Seth Godin is a marketing genius who’s as tapped in as anyone to new media and its attendant issues and opportunities, and though it doesn’t mention the music business, this post on his blog, Flipping Abundance and Scarcity , might as well, it fits so well. I highly recommend reading it, even though if you’re a musician it may raise more questions than it answers.

If, as music industry blogger Bob Lefsetz says frequently, music not only will be free in the future but is virtually free now, the question Godin poses is one of how to change the old business model to properly take advantage of the new “Free” paradigm. Doing things the same way (like most record labels still do) and giving away the music isn’t enough; new strategies and promotional efforts must emerge to get the attention that the old scarcity of product used to guarantee.

And there’s no lack of product out there–the New Music Tipsheet noted that there were 400 albums released today across all genres–how many have you heard about?

Guys like Godin and Lefsetz are on the right track, but the big ideas will have to come from artists intent on getting their music heard on whatever level they can.

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