No matter what you decide, proper marketing and public relations is almost as important as the music you create.

"Arie, I'm about to release a national project. My budget is low. Is it better to spend money on marketing or public relations?" - Stevie

 

Although there is a fine line between the two. Before I can answer your question I will need you to answer mine....

 

Do you have an established-self-sustaining fan base? Think about it and answer honestly [laughing], take your time, [Jeopardy music plays in background] like Katt Williams "Don't worry I'll wait"...

 

Okay, time's up! If the answer is NO (and yes, "no" includes only being known in your hometown, immediate family, friends, city and state) then I'd suggest starting with marketing. Why you ask? Marketing aka "pay for post" is guaranteed placement of your posters, album cover and other promotional art in key places (i.e. magazines, blogs, music sites, night clubs etc.) Placement in these prime locations make impressions of your brand in the subconscious minds of those who come in contact. This is very important!

 

Also, don't forget to utilize free marketing by submitting your new music and videos to sites, independent/college radio, and DJs for rotation and placement [consideration]. These basic and inexpensive steps give the public a chance to hear your music, possibly leading to new fans, and additional interest in you. Hence the power of marketing.

 

Now, if you've already established a brand and reliable fan base, invest in public relations and notify your existing fans and familiar media of your new projects, tour dates, in addition to conducting interviews. These fundamental steps may possibly catch the attention of those whom have seen your brand previously and now want to know more about you.

 

No matter what you decide, proper marketing and public relations is almost as important as the music you create.

 

Oh yeah and a fact to remember: 

 

Avoid interviews and reviews for pay. When people know you cut checks for coverage they're less likely to believe the good press given. Of course the media outlet gives you feature interviews [when no one knows who you are] or five stars your latest album.... YOU PAID THEM TO!

 

Good luck!

 

Do you have a question for me or something you'd like to know? I'm here every week answering your emails on industry how-to's and important Do's and Don'ts. Send me an email: contactsaidarie[at]gmail.com and follow me on twitter at: www.twitter.com/leirapr_ceo

 

Is it still acceptable to submit hard materials such as CDs, and physical press kits?

"Arie, I feel like my music is getting buried in the virtual piles of emails submitted to music editors. Is it still acceptable to submit hard materials such as CDs, and physical press kits?" - f.c.

 

In one word YES!!!!.... However, with 90something percent of popular media being independent and some even being run out of America's dorm rooms and in the basements of some very understanding parents [laughing] it may be difficult to locate a physical mailing address to submit your material(s) to.

 

Yes, I said it! Despite the flash and popularity, there's a good chance your favorite music/video site is maintained in the comfort of someones home. At least until they get their numbers up and sold to a larger commercial multimedia conglomerate [laughing]... Nothing like the entrepreneurial spirit - Anyways, I digress.

 

For those publications that publicly list their mailing address or P.O. Box, definitely submit your QUALITY music and non-spam promos. Heck, some even though not widely publicized... prefer it and I think you may have a better chance of getting your music heard as long as it's not on cassette [wink].

 

Who knows you may also grab some extra consideration points, cause it takes more effort to package and pay for postage then it does to click a button. There's almost something slightly humbling about receiving an artists CD in the mail; ask any editor that's normally bombarded by a virtual sea of spam.

 

What say you music editors? Let me know.

 

Good luck!

 

Do you have a question for me or something you'd like to know? I'm here every week answering your emails on industry how-to's and important Do's and Don'ts. Send me an email: contactsaidarie@gmail.com and follow me on twitter at: www.twitter.com/leirapr_ceo

 

The reality is, a lot of independent artists can't afford to hire the professional help needed to gain the additional exposure they desire. But, don't fret cause this answer is short and sweet!

"What's good Arie, I'm an up-and-coming MC who really wants to gain as much exposure as possible however, I don't have a budget to hire professional PR/Marketing help yet. What do you suggest?" - Sed

 

The reality is, a lot of independent artists can't afford to hire the professional help needed to gain the additional exposure they desire. But, don't fret cause this answer is short and sweet!

 

Don't worry about trying to hire a publicist/marketing rep until you reach the level of people outside of your immediate fan-base i.e. [street, neighborhood, church, family... You see where I'm going with this?] who actually care about what you have going on. Don't take it personal, but the reality is, publication editors and radio program directors won't care to cover you if there isn't a solid fan base that will check out their media on you. It's all about the numbers.

 

Serious! Even those artists and bands featured in "Indie Spotlights" that seem like they fell out the sky, have a solid fan base in the double digit thousands.

 

So, until you know you're at this level- save your money, doe, and pesos and put in some elbow work. You are your best representation, role up your sleeves and network, network, network. It's not a science, and you can accomplish a lot on your own.

 

So moving on....

 

Based on your personal needs, wants and goals create a PR check list and work your way down it weekly; contacting various outlets that fit your genre of music in hope of gaining interviews, reviews, etcetera. You will save tons of money that you could spend on studio time, printing/duplicates, some marketing and gas for your car to get to worthwhile gigs, that may help gain additional coverage.

 

Just remember what I always say- Keep your pitches short, direct and to the point. You have a 15 second window to introduce, display and prove that you and your projects are worth the coverage. Don't waste time with a million pointless links, pics and wordiness. Save that for when you make it and people actually care about those additional details. And most important stay professional, no spam and "Check my new shit" in the subject. Even the smallest "hole-in-the-wall" blogs expect professionalism.

 

If you create a schedule and stick to your weekly check list you should see results. Good luck!

 

Do you have a question for me or something you'd like to know? I'm here every week answering your emails on industry how-to's and important Do's and Don'ts. Send me an email: contactsaidarie@gmail.com and follow me on twitter at: www.twitter.com/leirapr_ceo

 

Artists only do well on radio, because people have already had them shoved down their throats by the major labels and their BIG marketing budgets.

"Arie, In today's market, how important is it for an indie artist to get a record played on Radio as opposed to a video on the most popular blogs? My artist is incredible and I want to start building his career nationally but I'm hoping with a record on the radio here in Atlanta, I can get some interest from the label's who can put the money behind us to push the a record nationally. Of course this question is more related to limited resources and what's a better way to spend the money. So many artists have seem to sprung alive from the internet. Is that lane as easy as it seems?" - Dave

 

Honestly, don't waste your funds on radio. It won't do any good, at least not at this point in your artist's career. Radio is like the golden arches of music. Try and follow me... [When you see McDonalds golden arches, you already know what to expect without even tasting their fries or burgers that day] right?

 

Radio is the same way. Artists only do well on radio, because people have already had them shoved down their throats by the major labels and their BIG marketing budgets. You'd be surprised how we "the general public" are hypnotised to know an artists voice before receiving confirmation from a promo picture that, they are the one's who are actually singing that new "HOT" single.

 

My advice.... Use what budget you have on, online marketing and creating enough worthwhile material to gain attention for your artist via online sites, blogs, e-zines etc. Besides buying banners and video placement (on those sites who over charge, but claim to support indies) We'll leave them nameless- For the most part everything else should be free, [just make sure the artist's music and style fits the online audience you're trying to appeal to]. By doing so, with what you have, you may create your own "McDonalds Effect".

 

If done the correct way with proper preparation, you may attract the attention of labels and distribution companies. It's no longer the 90's, labels want talent that come with a following, this saves them money and overpriced man hours. [I call this just add water talent].

 

And let's be real even if you paid to get music played on a major radio station, the money wouldn't be long enough to get your single in the top 15 rotation during popular commuting hours. [Chris Brown, Lil' Wayne/ YM already have that on lock]. It would get placed in some random DJs hood hour mix or something, during off hours. [Being just as effective as paying MTV Jams to play your video, when no one knows who you are to care]. You would just have the pleasure of saying your music was played on that station or network. Don't cheat your hard work and artist's talent.

 

Go hard with the ground work and I'm sure the "big shots" will take notice and find you. So start laying the brinks on that trail and keep me posted.

 

*Do you have a question for me or something you'd like to know? I'm here every week answering your questions. Send me an email: contactsaidarie@gmail.com and follow me on twitter at: www.twitter.com/leirapr_ceo

 

...for the most part participating in events such as music festivals can be very beneficial to unsigned artists. Especially, those [reputable/established] held annually.

"I notice there are tons of music festivals during the summer. I was thinking about signing up for a few, do you think this will be a good look?" - James

 

Absolutely, for the most part participating in events such as music festivals can be very beneficial to unsigned artists. Especially, those [reputable/established] held annually. These events unlike your local bi-monthly neighborhood show cases have people worth networking with. [no disrespect, but let's be real on the legitimacy and effectiveness of most "promoter" backed talent shows]

 

BUT, there are so many festivals out here; I highly suggest doing your due diligence aka homework first. It's important to review the requirements and statistics for each festival as they all differ from one and other. Some things to check:

1. The festival(s) have a category for your genre of music.
2. Level of experience each festival expects all entering participants to have.
3. Age restrictions (Some festivals are held in locations that may not allow anyone under 18 or 21 years of age)
4. FEES… Many festivals have registration fees (Monies to be paid for participation)
5. Sponsors. Usually when events have big name/corporate sponsors it's a hint on the type of crowd the event may attract and possible event size.

These are just a few examples of what to look for.

 

With proper preparation, artists may use music festivals as their own mini tour [laughing] Seriously! Think about it, you save money on marketing (festivals have great marketing campaigns and once you're on the upcoming roster, you become included in all the promo for that year's event). You travel the country introducing your music to new fans, and have the opportunity to network with people that may be influential in the advancement of your career etc. [IDK just a thought] the possibilities are endless. Anyways....

 

Here are a few of my top festival picks ---- Good Luck and get moving!!!

 

A3c Festival (Atlanta)::Brooklyn Hip Hop Festival (New York)::Trinity International Hip Hop Festival (Connecticut)::Paid Dues Festival (San Bernandino, CA)::Portland Oregon Hip-Hop Festival (Portland, Oregon)::The Hip Hop Theatre Festival (Washington DC)::Manifesto Hip Hop Festival (Toronto, Canada):: Audiotistic Festival (San Bernardino, CA)::Cypress Hill Smokeout (San Bernardino, CA)::Hip Hop 360 - Canada Festival (Ottawa, Canada)::Rock the Bells (Los Angeles, CA)::Pitch Fork Music Festival (Chicago, IL)

 

Do you have a question for me or something you'd like to know? I'm here every week answering your questions. Send me an email: contactsaidarie@gmail.com and follow me on twitter at: www.twitter.com/leirapr_ceo