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21st Century Marketing 101: Reach is overrated  

21st Century Marketing 101: Reach is overrated

I received a timely email from Seth Godin this morning and want to share it with you. (No, Seth and I are not BFFs. I chose to be on his daily mailing list because, when it comes to marketing and a number of other topics, he "gets it!"

So I'm sharing Seth's brief words of wisdom. Enjoy!

Reach is overrated

From Seth Godin

It might be the biggest misconception in all of advertising. 

The Super Bowl has reach. 

Google has reach. 

Radio has reach. 

So? 

Why do you care if you can, for more money, reach more people? 

Why wouldn’t it make more sense to reach the right people instead? 

To pick an absurd example, you can use a giant radio telescope to beam messages to the billions or trillions of aliens that live in other solar systems. Worth it? 

I read an overview that pointed out that one of the cons of Amazon advertising was that they didn’t have the reach of Google. 

This is wrong in so many ways. 

Reach doesn’t matter, because your job isn’t to interrupt people on other planets, with other interests. Your job is to interact with people who care. 

Running an ad on the most popular podcast isn’t smart if the most popular podcast reaches people who don’t care about you. 

Perhaps it makes sense to pay extra to reach precisely the right people. It never makes sense to pay extra to reach more people.

8 Important Web Resources Designed For Musicians  

8 Important Web Resources Designed For Musicians 

As social media promotion becomes increasingly difficult for artists to to do for free, band websites have now become one the most important marketing resources you have. That said, maintaining and customizing a website can be touch trickier than social media platforms - luckily there are a number of great resources out there designed specifically to help artists do just that. 

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Guest post by Patrick McGuire of Soundfly's Flypaper 

With social media promotion becoming trickier and harder to do for free, band websites are more important now than ever. From selling merch with no middleman to promoting a new release and upping your SEO game, personalized music websitesare crucial in helping get the job done right. But how exactly do you “personalize” a website? Social media platforms are great for promotion because they’re so easy to use, but websites are much tricker to customize and update. 

To help you navigate the vast world of music-related website resources out there, we picked out eight of our favorite web tools that are made specifically for musicians, so you know you’re in good hands with each of them. 

1. Bandzoogle 

If you’re like me and want to quickly maintain and update a solid website for your band so you can get back to making music ASAP, check out Bandzoogle. They’re a website-building platform built by and for musicians. For a low subscription fee, they offer tools to help musicians build great websites in minutes. They also give artists access to commission-free merch, ticket, and download sales through their online store feature. 

In fact, we like this service so much that we partnered with them to make a free online course called How to Create a Killer Musician Website. Check it out! 

2. Spotify Artist Insights 

Streaming platforms have long been a source of controversy because of how little they pay artists, but some offer other advantages. Spotify’s Artist Insights feature is a powerful analytics tool designed to help musicians understand who’s listening to their music the most over the platform. It tracks listener information like gender, age, location, and through what source someone discovered your music. 

How does this relate to your own website? By discovering detailed information about your listeners, you can tailor the content on your website to better reach the parts of your audience that are most engaged and likely to buy your merch, see your live shows, and check out your new releases. 

3. Bandsintown 

Bandsintown offers a set of high-powered tools aimed at helping musicians promote shows, engage fans, and upload videos. Their events widget is designed to sync up show listing information across the web, so adding it to your site will help your fans stay up to date with accurate information about your performances. Show announcements can be automated and sent out through their platform, which is also a big plus. But Bandsintown’s biggest advantage comes with their comprehensive show listing page, which shows fans which artists are playing shows near them, in case you wanted to pitch your band for a support spot! 

4. GigMailz 

GigMailz is similar to Mailchimp, but is geared towards musicians and other entertainers. For a low monthly subscription, users get services like a 45-minute design consultation, unlimited lists, and analytics. By adding the GigMailz widget to your website, you can bring new fans into the fold with show and music release updates, sales on merch, and other band happenings, with a few clicks. 

5. Songkick 

If you’re looking for an easy way to post show information in one place and have it show up all over the internet, look no further than Songkick’s Tourbox API feature. It functions through a widget that you can add to your website and across your social media accounts, as well as a mass automated updater that reaches Spotify, Shazam, Bandcamp, Pandora, Hype Machine, and loads of other sites. Fans with the Songkick app installed on their phones will receive notifications when you announce shows near their location. 

6. Bandtraq 

Bandtraq, another company formed by musicians, creates digital tools to help artists and fans alike. The musician-oriented tools they offer include a handy customizable widget that lets artists present social media feeds, videos, music, and more, all in one place. The unique Bandlink feature helps bands design smart landing pages to promote and present new releases through a single short link, which is ideal for rolling out new music over a website in a quick and easy way. 

7. SoundCloud 

You’re probably well aware of SoundCloud by now, but its widget feature is worth mentioning. Because SoundCloud is completely free and typically reliable, it’s the perfect place to host music over your site. Yes, you’ll lose some royalty money by not linking up to your Spotify or Apple Music account, but going with SoundCloud is the best option because it doesn’t force those visiting your site to sign up with yet another service. Plus, it’s essentially social media for track releases. 

8. Metablocks Widgets 

For musicians looking to integrate sophisticated retail capabilities with their sites, Metablocks is a good option. Through their widgets, you can sell music, accept email addresses, and even integrate Spotify’s Pre-Save campaigns. They’re able to link with hundreds of music retailers, and offer analytics in real-time about who’s clicking, when, and why. 

Bonus: Google Analytics 

And for a bonus, because it’s not strictly designed for musicians, Google Analytics is worth checking out if you’re obsessed with learning more about the fans who visit your website. This platform is designed to help businesses (if you sell music, then you’re a business) better understand and serve their customers, and that makes it perfect for you.

Your Network IS your Net-Worth 

Music industry veteran, Bob Lefsetz shared about the essential nature of building and nurturing a fan community in his blog this week. i can't agree more with his insight. Building, engaging, and nurturing community is central to my messages to my clients and my students. Enjoy Bob's post below.

You've got to build it from scratch. 

And you have to know each and every member and how to reach them. 

Remember the MTV era? Instant heroes who soon became zeros. The faster you make it, the faster you lose it. 

In other words, if you're depending on the label, the corporation, to bring you to the top, you're in trouble. 

I know this is antithetical to everything you've been taught, but the mentality of the music business exists in the twentieth century, while we're living in the twenty first. Grass roots. Credibility. Honesty. All these things are going to grow your career in today's era, and it's gonna happen slowly. You might never break through to the big time, but your fans will support you. Fans will house you, promote you and give you all their money. All they want in return is respect and access. It's the best deal in history. One e-mail, one tweet can motivate them into taking action. 

No candidate is better known than Joe Biden. But he's living in the last century, he had no mailing list, except for the one from when he ran for Vice President, and they say those mailing lists are only good for two years. 

Biden said he raised $6.3 million in his first day of fundraising, more than Bernie's first day, which netted the Vermont Senator $5.9 million. 

But the devil is in the details. Biden raised the money from 97,000 donors. Bernie raised his cash from 225,000. It's about fans, not grosses. Which is why you'll see big bands limiting ticket prices, selling tickets to fan clubs, doing everything to maintain their base which will sustain them through the thin times. 

Furthermore, Biden got $700,000 from fat cats, at a fundraiser. And in today's era, all the little people hate the big people. 

It's happening in music too, it's just that the big people don't want you to know it. The imprimatur of the label, the push at radio, these are things the true fans have no sympathy for. The labels and radio are in the hits business, the fans are in the career business, and there's so much more money in that. 

The press is behind Biden. As are the corporate donors, lobbyists and the Party. You'd think he's a winner until you look at the actual voters. This is how the Republican fat cats lost control of their party, when Trump swooped in and appealed to the little people who felt ignored. 

A big publicity campaign won't tell you who you're reaching, won't give you hardly any information at all. And today it's all about the data. Spotify will tell you where you're hot and where you're not. But even more important is the rank and file, the fans. They want to hear from you, but with so many media messages your effort gets lost and stops before it reaches them. No one catches everything, it's impossible. Even the biggest of publicity campaigns don't reach everyone. 

It's all about targets. Efficiency. 

And there's a nerd in your fanbase who will coordinate all this. Someone savvy, who'll do it for the love. 

You've got to be organized, you're managing yourself. If you're handing off responsibility to someone else, you're missing the point. Fans want you, and they can tell when it's fake. 

Of course it's a lot of hard work, but the dividends are paid in the future. 

Bernie could only raise this much money because he ran in 2016, he had an infrastructure. 

The era of the vapid instant superstar is done. It only resonates with the media and the brain dead. True fans want to feel like they belong, they want to channel their energy, they want to know they're important. 

So we've got two music businesses today. Actually three. 

One is the oldsters who made it before the internet coasting on their hits, never to have another one. 

Number two is the Spotify wonders. Propped up by the machine. Hyped. Sure, some of them will sustain, but most of them will not. Come on, you know that fans want to own the act themselves before everybody else does, they want to say they were there first, they don't want to be a number, they want to be known. They want to say they saw you in a club. That they bought a t-shirt from you at the merch table. And when you break through, they'll still support you. 

Number three is the vast majority. Those who the machine doesn't want. Those who do not rap or sing pop to an 808 beat. Their time is coming. Stop bitching about recording revenue, everybody can hear your music essentially for free, that's a good thing! You used to have to depend on radio and sales for traction, now your music is just a click away and there are so many ways to monetize, be encouraged, not discouraged. 

The media can't cope with numerous genres. It's all about winners. But in the internet era there are tons of winners. And the more different you are from the hitmakers, the greater the chances that you'll succeed. 

But it's a slower process than before. 

And you have to do most of the work yourself. 

But your fanbase will support you through thick and thin. And no one is as rabid as a fan in spreading the word, they'll drag friends to a gig, which is why you've got to be great every night even if there are only ten people in the audience, because one person today has more power than any newspaper if they believe. 

The world has become inverted. We're going from the macro to the micro. And the truth is there's plenty of money in the micro. And if you hang in there long enough, you can go macro. The machine is throwing things against the wall. You're making music containing your heart and soul, humanity emanates from the grooves, it's not for the good times, but for all time. 

The old game is dying. 

You're in charge of the new game. But you must use the new game paradigm. And that starts with ones and twos, fans. Know who they are and activate them, it's the only way to win in the music game today. 

If you want to sell perfume and have a clothing line that's a different path. 

But if you're a musician, your time has come. 

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Songwiters Can't Sue Without Copyright Certificate says U.S. Supreme Court, RIAA Cries Foul  

Songwiters Can't Sue Without Copyright Certificate says U.S. Supreme Court, RIAA Cries Foul 

In a rare unanimous decision, the U.S. Supreme Court has ruled that applying for a copyright is not enough to sue someone for copyright infringement.  It currently can take months to receive the formal certificate of registration. 

In the case between Fourth Estate Public Benefit Corporation and Wall-Street.com, the Court decided that copyright holders must wait for a registration certificate before filing a lawsuit. 

“This ruling allows administrative backlog to prejudice the timely enforcement of constitutionally based rights and prevents necessary and immediate action against infringement that happens at Internet speed,” the RIAA said in a statement. “Given this ruling, the Copyright Office must also work at Internet speed to ensure adequate enforcement protects essential rights.” 

The Copyright Alliance agreed: “(On) average, it takes the Copyright Office six months to process a claim. That average goes up to nine months if a Copyright Office Examiner needs to correspond with a copyright owner. In a world of viral, online infringement, a lot of damage can be done to a copyrighted work while an owner is powerless to stop it.” 

Too Bad, says The Supremes 

“Delays, in large part, are the result of Copyright Office staffing and budgetary shortages that Congress can alleviate, but courts cannot cure. Unfortunate as the current administrative lag may be, that factor does not allow this Court to revise §411(a)’s congressionally composed text,” write Justice Ginsburg in the ruling. 

Read the full decision via Torrentfreak here.

Finding Your Passion  

If you struggle with the question, "What are you passionate about?" you're in much better (and much bigger) company than you probably realize. 

When I was younger, I thought I was passionate about a lot of things – music, movies, faith, girls, Star Trek... 

But in reality what I was truly passionate about was just feelingpassionate. Once the flame died, on to the next fire I'd move. 

It's tempting to rely on Hollywood's romantic formula for defining what it means to be passionate about something (or someone).  

And because I did this for so long, even now, when I am alone with my thoughts considering the question, "What am I passionate about?", I can still struggle to provide an answer. 

Because the Hollywood formula is both backwards and incomplete. 

"Dear world, offer me something I’m passionate about and I’ll show up with all of my energy, effort and care!" 

Where's the commitment? It's easy to show up, but without commitment it's equally as easy to walk away. Because nothing is good enough to earn your passion before you do it. Perhaps, in concept, it’s worthy, but as soon as you closely examine the details, the benefits... and the pitfalls, it’s easy to decide it’s better to wait for a better offer. Or if you already jumped in with both feet, once your feet begin to ache (or wonder) to run off after something else. 

Passion and commitment are inseparable. 

But what if you reverse and complete the formula? 

"Dear world, offer me a chance to contribute, and I’ll commit to work on it, with focus, and once I begin to make progress, I’ll become passionate about it!" 

Committed activity – before passion – measures our craft and calling in terms of contribution, not in a romanticized notion of perfection. Passion comes from feeling needed, from approaching mastery, from doing work that matters. 

To find your passion, commit yourself to doing work that matters. Contribute to the best interest of someone and something else. And feel the rush of being needed, wanted, and trusted. 

Feeling Inadequate?  

Along our journey, maturing adults get tired of the feeling that accompanies growth and learning.

We start calling that feeling, “inadequacy.” 

We’re not good at the new social media platform, we balk at considering a new way to problem solve, we never did bother to learn to play piano… 

Not because we don’t want the results, but because the journey will be difficult. Difficult in the sense that we’ll feel inadequate… 

Which accompanies all gain. 

1. First we believe something can be done. 

2. Then we believe we can’t do it. 

3. And finally, we get better at it. 

It’s the second step that jacks us up. 

If you care enough to make a difference, if you care enough to get better — you should care enough to experience inadequacy again.

Live Nation Music Industry Scholarships Now Accepting 2019 Applicants 

Working with Live Nation, the Music Forward Foundation is opening up it's 2019 Live Nation US Concerts Scholarship program, giving three lucky recipients $30k with which to pursue their careers in the music industry.

In partnership with Live Nation, Music Forward Foundation has opened the window for applications for the 2019 Live Nation US Concerts Scholarship Program. 

The program will award $30,000 in scholarships to three recipients who intend to pursue careers in the music industry. 

The scholarship program, established in 2016, is intended to foster the future of the live entertainment industry by helping the next generation of students learn the core aspects of the concert business, including concert promotion, venue operation, ticketing, sponsorship, e-commerce and artist management. 

“Live Nation supports future leaders in pursuit of a career in the music industry,” said Mark Campana, Chief Operating Officer, Live Nation US Concerts. “Music Forward helps bridge community to industry and we look forward to this year’s group of candidates and continuing to grow this important philanthropic program.” 

To be eligible for a scholarship, an applicant must be a currently enrolled junior or senior at an accredited college or university. A total of three $10,000 scholarships will be awarded to students nationwide in the following areas: 

Steven J. Finkel Service Excellence Scholarship: established in memory of a Live Nation employee who went above and beyond to improve the concert experience for fans, artists and staff, this scholarship is designed to support the ever-growing customer service expectations of fans, artists and employees within the live entertainment industry. 

Tiffany Green Operator Scholarship: established in memory of one of Live Nation’s first female concert production specialists, this scholarship is designed to support women pursuing a career in live entertainment. 

Live Nation US Concerts Scholarship: established to support students interested in the core areas of Live Nation’s business: concert promotion, venue operation, sponsorship, ticketing, e-commerce and artist management. 

The application deadline is March 31, 2019. Scholarship selections will be made by a panel of Live Nation executives and thought leaders across academic, entertainment, civic and corporate sectors. 

Criteria for selection include academic achievement, essay responses, and recommendations. Recipients will be announced in June and awards will be given for the fall 2019 semester. 

For more information, check them out Music Forward’s website.