and more musicians are taking more control over their music. The most
common route is for the artist is to build their name organically and
build a strong following before they scout for a label that will sign
them. Having some sort of presence and recognition provides them a very
strong leverage to take more control of their name and music even when
the major labels sign them. Some of the success stories are Colbie
Caillat and Justin Bieber. These two used youtube as their jump off
point. The labels noticed them as the number of views increased. Since
they already have a proof that they have the power to bring in the
sales, the labels treated them with much more respect.
There are other big bands that were signed to a major label and slowly
transitioned to controlling their own music. Linkin Park and Oasis are
two of those bands. Linkin Park is signed up with Warner Bros. and has
sold more than 50 million albums. Early on, they learned to establish a
very strong relationship with their fans using the digital space. They
never gave their label the control over their database. WB knows that
there are not only now financially equipped to make their own record,
they also donít need to the traditional channel to sell their music.
Even their concerts are now being pre-sold. They ask their fans to sign
up to a site if they want Linkin Park to perform in their country. If
they have enough numbers, then they just look for a promoter that would
mount the show.
They have enough confidence in their music and abilities to even allow
their fans to listen to their songs before they are released. Yes, they
know that a lot of their fans are online and can easily listen to their
samples for free. It would be safe to say that majority of computer
owners have good speakers. That is why it has become a mandatory for all
music lovers out there. If the market likes what they are hearing, they
just go ahead and download it. Recently, many artists are also releasing
their songs through non-traditional formats like using a USB instead of
The digital space is really becoming a friend of independent musicians
and if the artists are aware on how to capitalize on this, marketing
their music and their band will not be so hard. The USB packaging is a
good idea as production is cheaper.
Issued by Abel Mens
Do you have a new
marketing idea for musicians?
Share it with us.