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Promote Music Online: Introduction

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Amanda Palmer Promoting Music Online

So you have a band and you guys know how to rip it up? Are you a techno producer who has finally become a master of bass drum synthesis? That’s great, but what about your online presence? Not so good? Well, put a bit of time in, learn to promote music online and you'll reap the benefits.

Everyone's online these days. People spend more time on Facebook and YouTube than watching TV or listening to radio. Information tends to circulate much faster online, so it’s only natural that the web is where people get introduced to various products for the first time. This includes music.

Last year, digital music sales have managed to beat the CDs for the first time in history, quite possibly marking the beginning of a new era when it comes to music distribution. But don’t think even for a second that it’s all easy peasy out there, because it can be a jungle at times, and each mistake you make can cost you dearly.

Artist Solo At Cafe

Don’t think even for a second that it’s all easy peasy out there, because it can be a jungle at times. Image by snaps

Many argue that the Internet had a negative impact on both the industry and the music itself. They're perfectly correct in more ways than one, they're also terribly wrong in many others.

The mystique surrounding many of the artists is gone, music piracy is thriving and with the market saturation being ever so high, the severe 'devaluation' of music became one of the latest hot topics.

On the other hand, Savvy self promoting artists have replaced 'mystique' for a more personal connection with their fans. They've harnessed the power of digital file transfers and found ways to add value which were previously unimaginable. Look at Kawehi, her fans pay for her music before it's even recorded and then she gives it away to the world for free. Why would fans do that? Well, they're paying to support their favourite artist, they're not paying for a single or an album. Kawehi has engaged her audience and truly connected with her fans.

Kawehi on Kickstarter

Read our article on one of our favourite independent artists and Kickstarter extraordinaire Kawehi!

The love for music is not gone, it never will be. However, it's tough out there and the rules have changed. In order to monetise your music online you must work hard. You must open as many digital doors as you possibly can, nurture online relationships with care and, essentially, take the whole thing seriously.

Since the barriers to entry to music production, and promotion, have all but disappeared there's tons of competition out there. As usual, there are tricks and tips to help you along the journey, things you can do to give you an advantage over other musicians when it comes to online promo. However, as with other things in life, you have to put something in to get something out.

This is why I've decided to publish as many of these tips and tricks as I possibly can! You can find the 'Index' here.

You know the old cliché, it’s a long way to the top if you want to rock and roll. So keep your cool, stay patient, work hard and rock steady.

Stay tuned for my next post, 'How To Promote Music On SoundCloud'.

In the mean time, I'd love to know how the Internet has changed how you promote music online. Has it?

What's your favourite place online to promote your music? Do you know any artists who do online promo well?

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