Marketing Concepts for A New Artist in The "New" World of Music

With the music industry changing each day, it has become harder and harder for a new artist to market, promote and "sell" themselves. Therefore presenting the importance of learning and understanding new concepts of how to gain exposure. With these new concepts, an artist can ultimately gain greater exposure and increase sales.

As a new artist in the music business, I am faced with obstacles that present new challenges every day. This article focuses on three main questions and concepts and will provide guidance into achieving success on each of them. First, how can I sell records without record stores? Secondly, how do I market myself through the internet and social media? And finally, how do I approach record labels when deals are not being made?

To begin, how can a new artist like myself sell records without record stores? Sadly over the last 10 years, records stores have become obsolete. In fact, even Wal-Mart and Target only offer a minimal selection of physical cds. The answer turns to self promotion through the help of a radio promoter. By this I mean that the artist will actually have to get out and knock on doors of radio to get their music heard. It's called a Radio Tour. The radio promoter calls stations and the artist will literally go to as many stations as they can, convince them to play their music so that they can build their listener fan base and drive that fan base to online music stores such as iTunes, CD Baby, etc. Without the help of radio, there is little hope for a new artist to gain exposure and sell their product.

Next, with the internet now playing such a huge role in everyone's "social status" it is important to build awareness of oneself using the internet. This is where Facebook and Twitter have become just simply put... a sign of the times. Music fans turn to these social media outlets to connect with their favorite artists and see what that artist is doing. Fans also want that feeling of a one on one connection. Twitter allows fans to feel as though they are chatting directly with an artist. They can "follow" that artist, and read what is on their mind. Facebook Fan pages have even developed into essentially the new "website" for artists. More fans will check you out on Facebook than they will your actual website. And all because of that personal connection. Recently the creation of Instagram has jolted exposure for artists because now we can post pictures with brief captions and edited photos with cool effects. Truly amazing how fans engage with this idea and philosophy.

Finally, as a new artist, how can I reach out to record labels and negotiate a deal if record labels aren't often making deals? This has truly changed the industry to where it is virtually impossible and financially exhausting for a new artist. In the past, record labels would "take a chance" on an artist they believed in, but today, they look for a finished product; completed album, booked shows, large fan base and of course talent. Is it the chicken or the egg that came first? In order to compete, a new artist has to somehow find substantial financial backing in order to make themselves a "finished product". You record an album, but that requires great songs and great production including musicians, producers and engineers... this costs money. You hire publicity and record promoters... this too costs money. You hire a staff that handles merchandise, photos, and day to day management... this also requires money. And the agonizing truth, even then there is no guarantee of success. But being a finished product will certainly set you a part from the pack, and give you a competitive advantage.

To conclude, as a new artist, understanding these three concepts can truly make all the difference in helping you compete with getting your music heard. This business will continue to change and recognizing how this industry is changing will always be critical. For me, I am the new artist that will focus on how to increase my online sales and radio exposure, I will continue to connect with fans through social media, I will also continue to strive as a finished product... but I will also continue to find new ways of marketing "me" in this new age of music.