Saturday, February 28, 2009

Creating a 21st Century band brand

Looked at Warner Music stock recently? Its tumble reflects how music has changed in the past five years.

In Phoenix, there are few places to see a band anymore. How do musicians get exposure? Record labels are dead. No one listens to radio anymore. Television is dead. If I want a TV show, I go to YouTube – there’s gossip TV shows similar to TMZ that don’t go anywhere but Internet. Some call this guerilla marketing. I call it today and the future.

The answer of how musicians market today came when Malese Jow sent a request to be my “friend” on MySpace. Like record producers of olde, I listen to all the MySpace friends’ requests. I don’t accept everyone.

Anyone on my MySpace page is a very talented musician. Of course it helps when they look like Jessica Simpson, Brooke Hogan, Jordin Sparks and Hilary Duff. Even Yoko Ono is there! People I idolize like Eric Burdon, Edward Bernays and Joe Vitale too.

I am a rabid fan of Tiffany Giardina. See Jow is as talented – plus she was in the movie “Bratz.”

Jow has a street team everywhere. This is how you market music now. Street teams, Face Book, MySpace, YouTube – and being on TV commercials didn’t hurt a wonderful songstress named Vanessa Hudgens. Then you post those ads to YouTube, MySpace – where ever you can.

I may be missing something Jow is doing, but I could not find any MP3s anywhere. I know MySpace will help you sell them, I was unable to find Jow’s music on Amazon, but that’s where I discovered she was in Bratz. She’s losing money here! Get those MP3s up everywhere possible. Same deal with a very creative guy from Tiffany Giardina’s neighborhood – Christoph; think Dirty Vegas meets Keith Emerson.

On the other hand, a new “friend,” The Fastest Kid Alive (guess their slogan is, a girl walks up and says got a minute – I say, it won’t take that long) know how to merchandise. You can buy the CD on MySpace for $5.99 or Amazon for $4.99. They also have “Click here for online merch store.” Nice touch. Guys, you might want to think of selling single MP3s on MySpace because someone like me might want to do a YouTube mash up with your’s and Miley Cyrus’ “Girls Just Wanna Have Fun.”

Throughout MySpace, and Tiffany Giardina does it, bands list where they are playing. Seems like I get a daily blast from Scotty Johnson, Gin Blossoms guitarist, about where he is playing either with the band or solo.

Ironically, there is a bi-monthly “vinyl” album sale in Phoenix. People are still dealing in vinyl. The bad part is bands of olde don’t get any money from that.

The challenge for musicians right now is how to make money. How would the Rolling Stones market themselves today and build a following like they did in ‘60s, ‘70s and ‘80s?

The answer is post to YouTube, a MySpace, Face Book, Twitter presence. Also get on as many Internet radio stations as possible, Pandora, I heart whatever, AOL radio, Radio Disney, on and on. Make sure your MP3s are available to purchase EVERYWHERE, like MySpace, Amazon, iTunes-(really, that’s so olde school). I’ve been hyping the heck out of Giardina. I got a full album for under $2! I’m happy. That’s how you market.

Lastly, another marketing tactic from the olde days, the ‘90s. Bands like the Gin Blossoms and Roger Clyne and the Peacemakers tour, tour, tour. Yet, I see Scotty Johnson at many social functions, another marketing tool. Make those American Music Awards, Oscars; get your picture with Brad and Angie (my tween equivalent is Zac and Vanessa or Zack and Cody).


Team Tiffany said...

Hey! Loved this blog entry, and your mention of Tiffany Giardina was quite a pleasant surprise! She's a real talent, and definitely on the rise as Disney's next pop/rock queen. I've been working on a campaign to push her single "No Average Angel" on the Radio Disney charts. I would have e-mailed you about this, but couldn't find the contact info. Perhaps you'd be interested in assisting me in this campaign? You clearly have a way with words, and your blog is a perfect fit for a review of Tiffany, and maybe a little plug of her videos with the link to the request page ( would be such a great help to us. Let me know if you'd be interested in jumping on board!

Becca Johnson

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Anonymous said...

Hey we really enjoyed reading your insight into this crazy business! You are a wealth of knowledge! Thanks so much for your mention and vote of confidence for Malese Jow! Would love to chat sometime about her!
Thanks again!