Carlos Santana

Carlos Santana (Photo credit: Wikipedia)

Thanks to the electronic revolution, the music industry is changing. No longer do musicians and singers need the backing of radio stations and big record companies to start building a fan base or having a successful music career. “Forget about American Idol and Nashville Star, don’t rely on record labels; an artist can make a name for himself / herself first! Then they’ll have the chips stacked in their favor to make a great deal.” is the advice of Jaci Rae, No.1 Best-selling author, syndicated DJ, writer and successful indie artist.

American Idol and Nashville Star winners and runners-up are held to strict contracts and tightly controlled careers. We hear about very few of the winners with the exception of Kelly Clarkson or Carrie Underwood. Jaci says there’s been no better time to be an indie musician – making the music and money they want and deserve. Rae discusses such up-to-date marketing techniques as: Blogging, Podcasting, guerilla marketing, college bookings, record pools — even how the indie musician can start up their own successful indie label.

So how can an artist move product when it seems that even the famous artists can’t sell a blockbuster? How do you make a splash turn into a tidal wave when you’re in such a big swimming pool?

The answer: it’s all about marketing. We have heard it time and time again and that’s what it is. A rock packaged and sold as a rock is just a rock. But a rock packaged and marketed as a friend becomes a cultural phenomenon.

Here are just a few ideas to help

Use podcasts to broadcast your music.
Make use of places like Myspace and other music sites.
Do as many free concerts as you can and have plenty of merchandise to sell and a sign up list.
Start calling your local radio stations offering to help them out in exchange for an interview and a plug of your CD. Many places aren’t able to play your CD because they are programmed, but that won’t stop them from a plug.
Take advantage of every opportunity to share your music or goods with the world.
These are just a few ideas; you can come up with many more. The idea is to plug your music and then your CDs will start to fly out of your hands (providing it’s a good representation of your work).

The most important thing an artist can do is to network and market. It’s all about perceived value.

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