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For Independent Artists, its important to have a Promoter or Publicist
By: Kenny Love - ModernRock.com
July 14th 2004 1:36pm
Even though it is now, practically, an "independent"
musician's world, more and more, we are reading how
increasingly important it is for unsigned and independent
recording artists to have professional third-party
representation in the forms of record promoters and
media publicists.
In fact, a prominent publicist recently stated that all serious
artists who understand how competitive the industry has
become, and what it truly takes to make it in today's music
industry have, at least, one of these services working for
them (and, preferably, both) as opposed to attempting to
unsuccessfully go it alone.
Many artists, however, seem to believe that since it is an
independent's music world today, technologically
speaking, that promoting their music is somehow easier
and that they can, indeed, go it alone, and all the way.
However, that is not nearly the case...not even close.
Think about it! With major label artists, who already have
a (pardon the pun) track record, reputation and money,
and who are jumping ship from the majors or, are being
dropped from labels as soon as their contracts are up,
along with all of the unsigned and independent artists who
come on board the industry daily, logically, how can you
expect that marketing yourself is suddenly easier? Just
doing the math alone will quickly show you that it isn't.
Sure, technology has opened a few more virtual doors,
but be advised that your competitors are not dummies, nor
deaf...for they too have heard these virtual doors creaking
open as well, and have entered the gladiator arena.
Furthermore, while technology has allowed for ease to
some degree, the media largely expects the same
level of representation that it has been accustomed to
all along.
In other words, for the most part, radio expects to receive
media kits from familiar record promoters that it has
established business relationships with while print media
also expects to receive media kits from publicists with
whom it is familiar. Add to that, the follow-up and tracking
in both of these areas that is vitally and more important.
Even further, take a look at the unsigned and independent
artists who are being selected and are performing and
headlining the major concerts and festivals of today.
Invariably, you will discover that most, if not all, are being
represented professionally by promoters and publicists.
But you say, "I don't have a budget for a promoter or
publicist." Well, to that I say, get one! And, do it quickly!
For, just as you, obviously, formulated a budget for your
production, or have a band fund for touring in case of
on-the-road mishaps, you equally require a budget for
marketing your music competitively and successfully.
In fact, in today's music industry, it is highly illogical to
operate in the industry and expect to satisfactorily
succeed without knowledgeable third-party representation
in the forms of promoters and publicists.
Doing so, basically, says to the music industry that:
1. You do not truly understand the necessary business
mechanics and requirements of the music industry and,
therefore, are a risk whether financial or otherwise.
2. You are too cheap to hire representation.
3. By presenting the media in "first person" will ensure that
your career is short-lived and, therefore, they need not
waste their time on assisting you in an unsuccessful
attempt to build it.
To be both highly effective and competitive, if you are a
performing artist who is also marketing a music release,
it is imperative that you have third-party representation to
handle your day-to-day business affairs, i.e., radio
promotion, media publicity, etc.
This should be evident simply by how many artists are
unable to properly maintain consistent promotion for their
regular gigs alone, aside from their ongoing failure to
properly promote their music releases to even earn back
their production investment or break even.
All in all, it is as simple and as real as this...
With human nature being what it is, most of us prefer
and trust familiarity. For example, a friend usually takes
precedent over an associate or stranger.
Applying this hypothesis to a radio music director,
program director or music print editor, let's say that, two
media kits arrive on his desk simultaneously.
One media kit is from a trusted familiar promoter or
publicist who continually and consistently provides great
product, and has built a great business reputation,
connection and relationship with the media source.
The other media kit is from YOU, whom the music director,
program director or editor has never heard of. Now, in
your own words, which package do you feel will be most
likely to be opened *first*, and is likely to be granted a
quick listen, review and consideration? Now, you don't
*really* want (or need) *me* to answer that, do you?
In today's musical climate, operating without third-party
representation in the forms of a professional promoter,
publicist or otherwise in the upper echelon of the music
industry, is akin to driving a vehicle without liability
insurance...eventually, a major accident will cost you far
more than your monthly premiums.
Editor's Note: Kenny Love is president of
www.MuBiz.com,
a multi-facet music organization for
independent musicians, which includes radio promotion,
media publicity and a number of additional administrative
services.
© 2004 ModernRock.com All Rights Reserved
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