March 30th, 2011

Win tickets to MusicConnex

MusicConnex is a new event for people looking for a career in the music industry with over 100 expert speakers and 40 sessions.  Companies including Youtube, Soundcloud, Topspin, Reverbnation and INgrooves are involved and it takes place over three days at Kings Place in London starting on the 19th April.  We have 5 tickets to give away and a special offer for members of the Live Unsigned community.

The best thing about this event is that it addresses the reality that musicians have to build a following themselves before getting the conventional industry involved, building it one fan at a time. MusicConnex covers a lot of the same subjects we have featured on the Live Unsigned blog over the last year, rather than a lot of events that focus on getting signed as a route to a career.

Other than just the speakers and panels events like MusicConnex are great chances for you to network and meet up with people. Take some CDs and business cards, you never know who you might end up talking to.  The best thing is to try and get the business cards of the people you meet. Ensure you follow up potential industry contacts with an email within 24 hours to show you are keen to work with them. It only takes one connection to take your music career to the next level and MusicConnex represents a great opportunity for independent musicians.

Seminars include:

  • How to Make Compelling Content by YouTube, Synchronisation & Licensing
  • How To Get A Gig/Tour
  • Digital Retail – Is Streaming The Future? Access Vs Ownership
  • How Do I Make Money?
  • Routes To Market – Label Vs Unsigned
  • How to Get Paid

Live Unsigned have 5 tickets to give away to MusicConnex and to win them we’d like to hear your music and find out what you are doing to promote your band online. We’re looking for original and exciting bands or solo artists from any genre who are really working hard to build a following. Please send us a link to your artist profile on Live Unsigned along with a short message about how you are promoting your music online and a bio to competitions@liveunsigned.com with “MusicConnex” in the subject line. Please make sure you include your contact details in the body of the email. Deadline for submissions is April 10th, winners will receive confirmation and details of how to get their tickets to the event by April 12th.

In addition as a special offer to members of the Live Unsigned community if you enter the promo code LAUDEAL1 when you order tickets for MusicConnex you get them for £75 instead of up to £199, which is a massive saving.

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March 29th, 2011

How to get print press for your music

One thing that bands are always looking for is positive print press. Magazines, fanzines and newspapers do still have a place in building an audience and positive press gives a lot of credibility to your online activities.

Picture by Paul Linus Claassen

The conventional way of getting press is either to send off lots of press kits and hope someone happens to read them or hire a PR company who will use their contacts to try and get you press. PR companies are very useful if you don’t have time to build relationships with the press yourself but are expensive. None of this guarantees a review, especially not a positive one.

There is another way, what you need is permission to present your music to the relevant journalists. Many of the freelancers who write the articles in magazines have their own blogs or Twitter feeds. The names of the journalists who write for a magazine you want to be featured in are normally listed at the front of the magazine. Use Google to search online to see if the people you want to contact have a blog or twitter profile. Subscribe to the RSS feed on their blog or start following them on Twitter. Now you are part of a smaller community than the thousands of people who read the print magazine.

Don’t simply send them a generic “check my music out” message, take the time to read their blog and reply with intelligent, relevant comments (not mentioning your music). If you follow them on Twitter reply to their Tweets, re-tweet their links and interact with them on a daily basis. Focus on building a positive relationship, often you’ll find that you forget its about getting press and you’ll find you are just talking to somebody online. The best thing that can happen is that they find your music without being prompted by investigating your Twitter profile or website, but this is very rare. After a few months of talking you can mention your own music and ask permission to submit it to them without being another random spammer. You can even mention your gig listings on Live Unsigned. You’ll still need a good conventional press kit to send to them, but now you’re not just another name, giving you much more chance of getting a review (and hopefully a positive one).

When you hire a PR company all you are doing is paying for access to the relationships they have built with the press, why not build the relationships yourself?  These relationships can have a positive impact on your career for years to come so are certainly worth the investment of time it takes to build them.

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March 24th, 2011

9 lessons DIY musicians can learn from Black Flag

Many of the techniques for promoting yourself as a DIY musician in 2011 were first pioneered by US hardcore bands in the late 70′s/early 80′s. One of the first of the hardcore bands was Black Flag, best known for launching the career of Henry Rollins.

Picture by Paul Linus Claassen

Their is much to be learned from their DIY punk ethic, setting up tours themselves and releasing records on their own SST records. Here are a few ideas that they used:

  • Get in the van. Black Flag’s tours were legendary, epic trawls across the US, Canada and Europe. They were an incredible live band. Through the arranging of their own tours they opened up a whole network of venues that the following generation of alternative bands from the Pixies to REM could play at. Being great live and touring constantly (in horrible conditions) allowed them to build a loyal following.
  • Retain your integrity. Black Flag never sold out, that’s why their work resonates through the decades and is so influential. Everything about them is credible.
  • Innovate musically. Black Flag started off as a straight Ramones influenced punk band but later went on to incorporate elements of Jazz, Metal, Hendrix  and atonal guitar soloing. As their career continued they evolved, continually pushing the boundaries getting slower and more complex along the way. They took chances outside of generic punk.
  • Innovate with your marketing. Always try new ways of connecting with an audience. They went out flyering everyday, often going without food to keep on the road. They sprayed there logo all over the LA area (attracting the attention of the Police). Their work ethic of touring, flyering and putting out new material was unrelenting. They even tried advertising on local TV.
  • Be careful what you sign. Black Flag’s career was held back because of a legal dispute with MCA over the distribution of an album. Always seek the advice of a lawyer before you sign anything.
  • Take a stand. Black Flag constantly clashed with the authorities who tried to crack down on Hardcore shows, they took a stand and carried on. This dedication inspired a loyal dedicated following.
  • Put out your own music. Black Flag set up their own SST label and put out the records themselves. Don’t wait for someone to offer you a career in music, make it happen yourself.
  • Build a community. SST didn’t only put out their own records, they put out music by Husker Du, Bad Brains, Meat Puppets, Dinosaur Jnr, Sonic Youth and Soundgarden. SST and Black Flag were at the heart of a scene that changed the world, eventually entering the mainstream via the Pixies, REM and Nirvana.
  • Have a great logo. Raymond Pettibon’s four bars logo is iconic and has sold thousands of T-Shirts, tattoos and stickers. The ongoing use of Pettibons artwork for later releases gave them a distinctive look through all their work. Controversial,innovative and distinctive.

For further information the books Get In The Van: Black Flag tour diaries by Henry Rollins and Our Band Could Be Your Life: Scenes from the American Indie Underground, 1981-1991 by Michael Azerra are both highly recommended. This was long before the days of easy digital distribution through the internet, you can only imagine what they could have achieved with sites like Bandcamp, Live Unsigned and Twitter. Black Flag were a truly inspirational band.

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March 22nd, 2011

Hip hop marketing ideas for artists…..(Part 2)

In part 2 of this post we will look at mixtapes, sponsorship, street teams and more:

Picture by Paul Linus Claassen

  • Make great videos and upload them to the web with Tubemogul. Tubemogul allows you to upload to Youtube, Vimeo, Facebook etc just by clicking one button, saving you hours of time. Some people use Youtube as their main way of discovering and listening to new music, make sure your tracks are on there. Don’t post cheesy videos that are going to make you less credible, cheap camera videos are fine if they are gritty and real and honest. Don’t post an attempt at a big money Hip Hop video made for £20. Posting video blogs and gritty live footage will work better and be more real.
  • Share your journey. Using the web open up and tell your story, not everybody’s life is as dramatic as Notorious BIG but tell your story through blogs, Twitter, Flickr Photos and Youtube. Be honest and really connect with the fans, then when things start happening for you its their victory as well as yours. Share your successes and failures and let fans be part of the drama of your life. Don’t forget its not all about you, share interesting and funny stuff you find and ask your fans questions and for feedback. Its called social media for a reason, its about getting people talking.
  • Make a mix tape. A high quality mix tape with the latest popular tracks, including a few of your own, will help you to connect to fans more quickly because they know the other artists. This is a fantastic opportunity to showcase your skills. Sell or give away mixtape CDs on the street. Go to Hip Hop shows and give away CDs to the people in line, if you can make some cash and get email addresses its a bonus. Artists like Rhyme Asylum are using this to build a fan base on the streets, one person at a time. They are out there making it happen while others complain that they can’t get the breaks.
  • Get some sponsorship. Approach brands you use and honestly like for sponsorship of projects, many brands want to be associated with a credible Hip Hop artist. Try a few, you never know what an afternoon sending a few emails to company’s PR departments will bring. Mention any high profile shows you have played and how many fans you have across social networks if you want to gain their interest.
  • Motivate your street team. At first your street team is you and your friends. Get them out flyering and spreading the word online across social media, blogs and forums . Remember to show respect and say thank you, buying people a Pizza goes a long way. Once you have a few people on your mailing list ask them to join your street team and give them exclusive tracks, free entry to gigs and free mix tapes.
  • Play live and post your gig listings on Live Unsigned and across social media. Get in touch with all the local Hip Hop promoters and build relationships, offer to help flyer and set up nights. Go to the local nights and meet the people making things happen, its all about who you know. This way when a live opportunity does come about you won’t just be a name on a list of demos, you’ll be their first call because they like working with you and they know you. When you do get a chance to play live tell everyone you know and ask them to bring their friends. Make sure the place is rammed, if you don’t you won’t get asked back.
  • Don’t spam. Random emails or Twitter @ messages won’t work and will just annoy people. Build your fan base one person at a time and focus on building real relationships. You never know who the people in your network will know, one great contact can change everything for you. Build slowly and look after your fans, treat them well and they will tell their friends about your music. This is especially useful if one of your fans has thousands of Twitter followers.

None of these things will make you famous overnight but working every day toward achieving your long term career goals will make things happen if you have the talent and drive.

 

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March 21st, 2011

Squats with live music in Berlin – Lovelite

Next in our series on the erstwhile squat and squat venues of Berlin, Lovelite is more of a dance club than just a live venue, and is more exclusively focused on music than many of the places we’ve so far featured.

Lovelite

A dive bar/ club housed in a former repair garage since 1999, Lovelite has a scuzzy, post-industrial vibe that provides the appropriate atmosphere for its audience and its featured musical styles. Its two rooms are primarily used for DJ sets and parties, but there is a small stage, and live music is also featured regularly.

Style of music

The focus on DJs unsurprisingly means there is a strong vein of electronica, hip-hop, reggae and so forth, but some of the DJs here spin punk and metal too, and the live acts they feature are very diverse. Folk, punk, hardcore, ska, ‘balkan ska’ (which I guess means punky polka), and indie all get a mention in the recently past or upcoming listings. It’s all on the upbeat side: if you play very introspective acoustic music you’re probably not getting a gig here, but if you’re in a party band it could be well worth approaching them.

Atmosphere

Terms like ‘unpretentious’ and ‘caters to a scuzzier breed of partying’ seem to crop up in relation to Lovelite. It’s clearly a place for those who like to party and are not too concerned with the frills and fashion that cloud the issue in more mainstream venues. The club has a long standing community of loyal regulars, but is reportedly welcoming to newcomers, and is frequented by a mixture of subversive counterculture types and students.

How to go about getting a gig:

Email info@lovelite.de to find out how to get a gig here.

Website: http://www.lovelite.de/

Live Unsigned listing:

http://www.liveunsigned.com/venue/442-friedrichshain/68-lovelite?page=&s=lovelite

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March 18th, 2011

Hip hop marketing ideas for artists…..(Part 1)

Hip Hop artists have long been ahead of the game in terms of personal branding and using the internet to build an audience.

Picture by Paul Linus Claassen

Whether you are a Producer, Singer or MC now is a great time to build an audience, here are a few ideas to make it happen, if you are prepared to put the work in:

  • Be remarkable, brilliant, original and controversial. No one wants to hear a song called “In the hood” again, you need to innovate and come up with great tracks. Being original, honest and better than anyone else will get people talking. Often being controversial will also start people talking, but how much you want to do this is up to you. If its not honest and part of who you really are don’t be controversial for the sake of it. Authenticity is more important, fans can see through someone who is fake, you can’t keep up an act forever.
  • Offer to remix or collaborate. If you meet an artist you like online let them know you like their work via email and offer to collaborate or remix their tracks. Don’t send them a standard email, make it honest, personal and real and make sure the people you are going to work with are going to make you seem more credible, not less.  Working with other artists gives you a chance to expose your talents to their audience. Also look out for remix competitions, a really good opportunity for producers to showcase their work.
  • If you want it to go viral with a video get an emotional response. Viral video is really useful if you can make it happen but its hard to do. What makes things go viral is getting an emotional response. You have to make people laugh, cry, happy or freak them out with something weird if you want them to share or re-tweet your video. If you can do that you’re half way there. This is how videos get thousands of hits a day, do something remarkable.
  • Give away your music and make the money in other places. Let people download your tracks in exchange for an email address (perhaps via Bandcamp). Once you have an audience you can start to make money by selling music, merchandise, live performances and endorsing products. Even 50 Cent advises on shares and has his own brand of bottled water called Formula 50.  Its not a business until you have an audience.
  • Use the latest technology. Snoop Dogg uses Ustream, playing tunes and talking to fans. Use Mashable and Techdirt to stay up to date on the latest social media trends, often the first people to use new technology get the best results. Remember to post your live shows on Live Unsigned.
  • Use Twitter and social media to engage with people. Follow a few people on twitter and build a relationship with them, don’t talk about yourself all the time. Talk about funny stuff, what you care about and be honest and real. Ask your fans questions on Twitter and reply to what they say. Reply to all @ messages and listen what others are saying and reply to them. If Kanye and 50 Cent have time to use Twitter so do you. Look for inspiration on how to use Twitter by following your favourite artists, there is a more in depth article on Twitter here.
  • Set daily tasking and long term goals. Do something to grow your fan base every day. You can use our check list here. By setting goals for your music career you have far more chance of making things happen.

In part 2 of this post we will look at mixtapes, sponsorship, street teams and more.

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March 15th, 2011

A daily/weekly/monthly checklist for your band

It’s really easy to spend lots of time online and not actually get anything done to grow your audience. A simple daily check list can keep you motivated and stop you spending three hours staring at a twitter #catjokes hashtag. Better to spend an hour a day getting stuff done for your career than a whole day achieving nothing.

Picture by Paul Linus Claassen

The following is an example of things you can do regularly to make things happen (and it goes without saying your music has to be brilliant and remarkable for it to work). Some bands may do things at different times (i.e. only blog once a week or post videos more often) but this is a general example of a social media tasking sheet for a band:

Daily:

  • Post updates to Twitter/Facebook.
  • Re-tweet and share the links of other bands within your genre (then they will be more likely to do it for you).
  • Update Your Blog.
  • Upload Photos to Flickr.
  • Tell one person about your music and thank them for listening (someone you know, not spam).
  • Comment on a blog you are looking to have review your music (relevant content, not spam for your music).
  • Post on a forum (not spam) and engage with people who enjoy the music in your genre.
  • Reply to fan mail/@messages on Twitter and Facebook posts (essential).
  • Check Google Alerts to see who is talking about your band online and engage with and talk to them.

Weekly:

  • Update your gigs on Live Unsigned
  • Post links to your music and ask fans to share them with their friends on Twitter (keep this to once a week to avoid it seeming like spam).
  • Hang out at a gig where bands within your niche play and hand out fliers.
  • Post a Youtube video (perhaps an acoustic cover/video blog/live footage).
  • Submit your music to a music blog (that you are commenting on daily and engaged with)
  • Upload a rough demo/rehearsal or live track/remix to Soundcloud.
  • Contact promoters about booking gigs
  • Contact local/national print press about interviews and reviews.
  • Contact podcasters about playing your music and post an episode of your own podcast.
  • Update band website with news and the other content generated in the week.

Monthly:

  • Post a new song/EP on Bandcamp (and allow people to Download it in exchange for an email address).
  • Upload a high quality video to Youtube.
  • Do a UStream concert and post the show on Live Unsigned.
  • Send out an email to fans.
  • Review band finances.
  • Review where the band is at with regard to long term goals.
  • Start a contest for fans (perhaps to make videos or remixes)
  • Create a new line or merchandise (T-Shirt/Mug/Box set/Multi-buy). A monthly time limited special offer is a good idea (i.e. 2 CDs for £10 etc).

Long term goals:

  • Get 5000 people on the email mailing list.
  • Release an album and sell 1000 CDs
  • Do a national tour.
  • Collaborate with a major artist.

These are only examples and will be different for every band. Napalm Death and Jay Z will require different plans. If you don’t enjoy writing, don’t write a blog – focus on video or photos or a podcast. If you don’t enjoy doing something its far less likely that you’ll do it. Do the things you’re good at and enjoy and really push them. Focus on building a fanbase rather than making money at first, get a few thousand people on the mailing list then you will start to see financial rewards when you put your product out.

The key is to be doing stuff regularly and setting goals. Review where you’re at and keep pushing yourself to get things done and you’ll soon see some results.

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March 14th, 2011

Squats with live music in Berlin – Tommy Weissbecker Haus

Continuing with our introduction to Berlin squats or former squats that put on live music…

Named after Baader-Meinhof associate Thomas Weissbecker, who was killed in a shootout with police in 1972, the Tommy Weissbecker Haus has been putting on gigs in the Schicksaal since 1991, although the squat itself dates back to 1973. Schicksaal means fate in German, but as two separate words (schick saal) means ‘chic hall’. It’s not often I’ll be able to explain a German pun to you, so enjoy it while you can!

Tommy Weisbecker Haus

Style of music

Lots of hardcore and punk, with some more metal oriented stuff as well.

Atmosphere

As always, I’d love to hear from you if you’ve been here so I can add more info to this post! (email me at: oli@liveunsigned.com) The Schicksaal is a popular venue with a busy programme, in a very long established site of the Berlin counterculture, so expect a friendly and uncompromisingly authentic night out.

How to go about getting a gig:

There’s a webform here: http://www.schicksaal.org/booking.php Presumably they’ll get you to send a demo or link once the initial contact has been made.

Websites:

http://www.schicksaal.org

http://www.tommyhaus.org

Live Unsigned listing:

http://www.liveunsigned.com/venue/439-kreuzberg/1833-schicksaal-im-tommy-weissbecker-haus?page=&s=tommy%20weissbecker

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March 11th, 2011

Things you can do to fast track your music career

Often bands ask what can they do to grow an audience more quickly, so they can become professional musicians.

Picture by Paul Linus Claassen

There are a few things you can do but as usual its never easy and may involve spending money and lots of time:

  • Work harder and smarter. Easy to say but this is really the thing that will make the most difference.  Focusing on building an audience within a specific niche (often of fans of an act which sounds similar to yours) is the way to make this work. By using forums, Twitter, Live Unsigned, social media and real world interactivity like flyering other bands gigs you can make a difference. You can’t connect with everyone and most people won’t like your music, focus on building a relationship with the people who will.
  • Give your music away free at first. Swop your music downloads for email addresses. The more you charge for your music the harder it is to get people to download it and often the more you will have to spend on marketing to get them to do so. As Ian from Topspin has said don’t even think about trying to sell things until you have at least 2500 people on your mailing list and if you can its a bonus. Once you have a fan base you can then start to think about making money on the next release, tours and merchandise.
  • Write amazing songs and be great live. Easily said but being really good will further your career more than everything else. Before spending money and starting promotion, focus on creating great, original, remarkable music that other people love. Many musicians do all the right things but get no results, often the reason is the music is just not good enough. Get feedback from other people who like the music in your genre (not your friends) by posting tracks on Soundcloud and asking for opinions. If reactions are positive then start to promote your music online, if not write better songs.
  • Spend money on niche advertising. Use adds on social media, web searches and banner adds on sites specific to your genre. You can start a small campaign for under £5 a day and only pay per click. Make sure you target a very specific demographic and if you don’t know who your audience is find out before paying for ads. Find out where people who like similar artists to your band hang out online and focus your efforts there. Be careful to focus on a small niche of people to make this effective, especially if you have a small budget. Its really easy to waste money on online advertising if you are not targeting it correctly. Marketing people say that fans need to see your name 9 times before they will investigate you, this is another chance to get this process going.
  • Be innovative. Use the latest technology as it becomes available. The first acts to use Youtube got some of the biggest benefits, how can you use the latest technology (like UStream) to promote your band? You need at least one tech savvy person in the band and if you haven’t get a friend involved. Read Mashable and Techdirt and keep up with the cutting edge of social media and tech. Be ahead of the game.
  • Hire a PR company. You can do everything yourself but when you hire a PR company you gain the connections and relationships they have built across media in many cases over years. Make sure it is a company that has successfully broken an act in your niche recently. Be careful about turning your online campaign over to a PR company, often they don’t keep up with the times with regard to social media. Agree a spend and expected results with the company, this can be expensive if allowed to run out of control. If you have a good story it helps. There is no guarantee of results and if the press doesn’t like your music, you can end up with bad reviews!
  • Be friendly and approachable. Treat your fans well and ask them to tell their friends. Make friends with industry people and you’ll get better results. The music industry is a people focused business and nobody wants to work with idiots.
  • Ask for help. If you get friends and family involved either financially or just in terms of spreading the work load you can get more done. Don’t be afraid of asking, they often enjoy being part of the music world. You could even advertise for an intern, someone who wants to gain experience in social media or the music industry and ask them to help.

If you don’t ask you won’t get what you want. At the early stages of your career you will need to use every resource you can from friends to the latest technology to guerilla marketing to build your career. Its not easy but when it works its worth it. You can build your career online but only if you work hard and have great music.

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March 7th, 2011

Does a bands image really matter?

Its easy to say its the music that really matters, but people see you before they hear you and they will make judgments. How you look will affect how people view your band, everyone does it. If your image doesn’t fit in with your music it can make it difficult to connect with an audience.

Picture by Paul Linus Claassen

Here are some ideas to help:

  • Often artists look to stylists to sort out their image but fans are looking for and expecting more and more real connection with bands. You just need to be yourself but more so. Authenticity is essential, there is no possible way you can keep up a fake image over social networks, live and other interactions with fans. Everything you do in the public eye is marketing.
  • Get some decent photos. Use a photographer who gets what you are doing and ask for examples of their work. Get someone who knows what they are doing, preferably in a pro studio, not taken on a phone against a wall round the back of the rehearsal studio. If you decide to shoot outside check the weather and spend serious time on scouting for locations. Stick the best looking/most interesting looking person at the front of group photos. Photos are worth investing in, you can make anyone look good with the correct lighting and camera angles (plus Photoshop), they are as important as a high quality recording. Ask for proofs and the highest file quality available. Make sure you agree the cost of the photo shoot upfront including the costs of any touch up Photoshop work. Do you look as good as you sound?
  • Image isn’t just what you wear. Its everything you do, this is your brand. You need to be consistent across everything you do from Twitter to playing live. Use the same photos/logo/colours across your posters/social networks/website/avatars/Live Unsigned page and everything you do.  If you want a web site that is better than a “cookie cutter” use a pro designer, good web design is an art. Try and focus on keeping everything simple and clean in your design.
  • Ask for help from friends, especially if they are stylists. But keep it real to you, a second opinion is always useful but remember its you that will have to wear it!
  • Is there one thing that makes you stand out? When At The Drive-In came out everyone was talking about afros and Lady Gaga has a new image every few weeks. Be different but make sure you’re comfortable with the way you look. Not everyone is David Bowie or Paloma Faith, maybe keeping it simple is exactly what you are, just try exaggerating it a bit. Someone very wise once said if you look like your audience but slightly better dressed you’re doing okay.
  • Don’t try and be what is fashionable at the moment. If you’re not comfortable in what you are wearing you’ll feel ridiculous. If you chase what is happening now you’ll always be one step behind, have your own style and focus on that.
  • For bands its best you all project the same image, not one person from The Libertines, one from Carcass and one from Public Enemy. Consistency here will make you look more like a band than a group of individuals. It doesn’t need to be a uniform but some sort of overall look is very useful.
  • Have a great album cover that fits your image and niche. Keep it in context with the expectations of your genre but also try and be original (yes its really hard to make this work). It goes without saying the photos of the band on the cover or inside the CD fit in here with the overall consistent image of the band. Show rough versions to friends and fans online and in person to get feedback. You’ll soon find out what works.
  • Think about the fonts/logos you use across all your promotional material. You’ll notice that certain fonts are popular with certain genres, whether you want to go with the trend and or be remarkable and do something new is up to you.  You can get some good free fonts from FontSquirrel or www.dafont.com. Try and keep the font you use consistent. And don’t use comic sans, its famously rubbish.

Some people have a definite sense of style and know what their image should be, for others its more difficult. Anyone can look good given the right conditions, a consistent image and a good photographer. Make sure you know how you want to be presented and that you are comfortable.

5THXFHKECSGG

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