How to Promote Yourself in the Music Industry
3-2-1-Contact! In this step you will be casting a very wide net and marketing yourself to numerous artists and bands. Warning. Do not proceed with this step if you misrepresent yourself, can’t follow through on a musical promise, or if you believe you will fold in high-pressure situations. You can always proceed at a later date.
Many music business resources appear in the form of lists. Like phone books for the music industry. Generally, these publications list the managers and office personnel of bands, producers, and recording engineers. There are also staff directories for record companies. These lists bring the music industry within your reach. For our purposes, the Artist Management roster will be the most useful. This book is designed for people looking to do business with bands and artists (such as yourself). It lists the direct contact information for virtually every band in the western world, as well as the names and direct numbers for managerial staff. With this book in hand, your first goal is to choose the bands with whom you want to play. Then let them know who you are, and how to reach you. Great! Start dialing, right? Not so fast.
You’re going to look at this list and highlight the names of bands with whom you’d like to work. Differentiate by using colored highlighters. In the past, I used color codes for my personal A, B and C list artists. I’d start my solicitations with the C list first, allowing me to fall flat on my face with the low stakes clients first. Over a period of time, I would systematically work my way up to the A list. There is only one chance to make a first impression, so it’s important to sharpen the saw in this manner.
Your next step is to find out the name of the person who handles your targeted band. Although staff names are listed, it is not always apparent which person at the firm handles the artist in question, especially when a firm handles many bands. So you need to call the management firm directly and ask for the information. When you call, identify yourself, and express your interest in becoming known to “Band X.” Then ask for the name of the person who manages that band. Having a short, concise, and scripted sentence or two is helpful in these situations. A successful phone call will yield the name of the manager. You now have a direct contact.
Start writing. Next, craft a brief introductory letter highlighting your features and benefits. Reference the artist’s work and explain how your drumming is perfect for the artist’s future endeavors. Direct the reader to your website, where they can learn more about you and your work. When you are done with the first draft of your letter, proofread and edit it. This may require several revisions. Be patient. When you are ready to send it, choose a mode that suits you (I prefer fax or email). After it’s been sent, move on to the next contact. Continue working through your C, B and A lists. This phase does not require awkward and annoying follow-up calls and emails. Don’t do it. Although you are selling your services, the music business does not buy on impulse and you are not selling insurance policies. However, in a couple of months, you may want to send a business postcard to the recipient. At a later date, you can also do a general mailing to all names on the firm’s list to cover all bases.
Be realistic. During and after your campaign, be realistic and do not expect callbacks. When calls come in, you must decide how to field them and sell yourself. If they do not come, remember that your goal is to become known to the industry and to create top of mind awareness. This process could produce tremendous results when combined with effective marketing and networking strategies.
