It’s all too easy to push it to the back of the priority list when it comes to what to spend your band’s budget on.
When all of your time as a band has been spent trying to raise enough money to buy equipment and studio time along with trying to earn money through gigs, it can be hard to recognise that there does come a time when you need to spend money too.
It doesn’t mean spending hundreds of thousands of pounds on an elaborate advertising campaign. There are PR and marketing firms that specialise in helping the music industry that will work to your budget.
An event which brought together some of the leading marketers from the Indie world was a case in point, proving that even with a total of £1,000, you can get some great publicity for your band.
A panel of experts at a session at AIM’s Music Connected Conference highlighted how, even for a very limited budget, you can spread your message across social media along with pulling together a valuable email list so you can target fans with information about new gigs, releases and merchandise.
Adam Brooks, of independent label Modular, said it was the buzz on social media that often brought artists to the attention of labels. “Even if you’re an incredible band, if that hasn’t translated into any kind of profile online or elsewhere, that’s quite an anomaly,” he said. “Bands that have great music will usually find an audience.”
The old saying “build it and they will come” really doesn’t apply, however, when it comes to the music industry. If no one knows who you are and what you do, they can’t possibly become a fan or come to see you perform. And if you don’t push yourself out there, how can anyone find out about you?
By paying an individual, company or service to blow your proverbial trumpet for you, you’re more than likely to gain more than you pay in.
It’s not just about paying for someone’s time, but for their ideas, their expertise and their contacts. Choose the right person or firm and they will have access to media and industry leaders you haven’t met yet. That could open doors you didn’t even know existed.
While you are getting marketing help, it means you can devote your energies to doing what you do best, creating, playing and recording.
After investing money on all the things your band needs to create its unique sound, from drums to guitars, sound equipment to synthesizers, it makes sense to spend cash on promoting your career too.
Setting aside a sum of money for marketing may seem like a struggle when you’re starting out. But, in the long run, it could pay dividends. Conversely, simply creating without marketing could lead to no audience being there to listen to you, whether that’s on a download, live or via social media.
After all, you’d never let a marketer or PR agent up on stage at a gig to sing lead vocals, so why let one of your band members handle your marketing?