Music Marketing for the DIY Musician: Creating and Executing a Plan of Attack on a Low Budget

Praise for Music Marketing for the DIY Musician

Bobby Borg leads the charge of today’s modern rockpreneurs. He has lived and breathed the business from multiple perspectives. There is no more credible source for marketing your music than Bobby!

—BLASKO, Ozzy Osbourne/Mercenary Management, Inc.

The music industry today is a wild wilderness of ideas and directions. Bobby’s book helps you find your footing and make your way through an ever-changing and beautiful landscape.

—JOHN PANTLE, talent agent at Agency for the Performing Arts (APA)

"Bobby has been on both sides of the desk so he knows the real-life ins and outs from each perspective. His matter-of-fact approach is refreshing in that he is providing actual strategies based on practical day-to-day information that can help form the basis of successful creative careers. Required reading in my view.

—NEIL GILLIS, president, Round Hill Music

As a veteran of both the creative and business sides of the industry, Bobby has the background necessary to assist artists in becoming successful. The book explains the changes in the business in a way that is easily understood and offers advice on how musicians can capture a share of the DIY marketplace.

—STEVE WINOGRADSKY, attorney and author of Music Publishing: The Complete Guide

"Bobby Borg makes music marketing easy to understand and execute for people who don’t know where to start or how to do it, and fear that marketing is beyond their reach. Buy this book!"

—MICHAEL LASKOW, founder, TAXI Independent A&R

Bobby Borg’s book is the arrow that every musician needs in their quiver. His experience as a professional musician and his study of the industry gives him a complete understanding of all sides of the music business and marketing. While it’s difficult to get a break in this business, Bobby’s book almost guarantees that you’ll make your own.

—JONAH DAVID, drummer for Matisyahu and the Live Debate

Copyright © 2014 by Bobby Borg

All rights reserved. No part of this book may be reproduced in any form, without written permission, except by a newspaper or magazine reviewer who wishes to quote brief passages in connection with a review.

Published in 2014 by Hal Leonard Books

An Imprint of Hal Leonard Corporation

7777 West Bluemound Road

Milwaukee, WI 53213

Trade Book Division Editorial Offices

33 Plymouth St., Montclair, NJ 07042

Permissions to reproduce images in this book are noted in the Acknowledgments section.

Printed in the United States of America

Book design by Kristina Rolander

Library of Congress Cataloging-in-Publication Data

Borg, Bobby.

Music marketing for the DIY musician : creating and executing a plan of attack on a low budget / Bobby Borg. -- 1st paperback edition.

pages cm

Includes index.

ISBN 978-1-4803-6952-8

1. Music trade--Vocational guidance. 2. Musicians. I. Title.

ML3790.B679 2014

780.68'8--dc23

2014020267

www.halleonardbooks.com

Contents

Preface

Acknowledgments

1. AN OVERVIEW OF THE COMPLETE DIY MARKETING PROCESS: Creating and Executing a Plan of Attack in a Nutshell

Describe Your Company’s Vision and Set Your Career on Course

Identify Opportunities or Needs by Conducting a SWOT Analysis

Analyze Your Most Likely Customers and Target Your Market

Learn from Your Competitors by Conducting a Competitor Analysis

Demo Your Products and Services and Get Invaluable Feedback

Set Your Marketing Plan Goals by Using the SMART Model

Find the Right Blend of Marketing Mix Strategies to Achieve Your Goals

Assemble a Marketing Plan of Attack™ and Present Your Ideas Effectively

Execute Your Marketing Plan Effectively and Get Results

Keep Learning About Marketing and Strengthen Your Marketing Muscles

Consider These Overall Thoughts Before Diving into the Text

2. DESCRIBE YOUR COMPANY’S VISION: Identifying Your Musical Purpose and Setting Your Career on Course

Identify the Type of Company You Envision Becoming

Put Together a Band

Be a Solo Artist and Employer

Envision Yourself as a Songwriter/Composer

Picture Yourself as a Producer/Artist

Imagine Yourself as a Contract Employee or Self-Employed Performer

Indicate What Products and Services You’ll Provide

Determine Your Genre or Style

Decide What Level of Success You Wish to Achieve

Consider What Kind of Industry You’re In

Know What Identity You Want to Project into the Marketplace

Write Your Vision Statement Paragraph

Marketing Plan Template and Example

3. IDENTIFY PROFITABLE OPPORTUNITIES OR NEEDS: Conducting a SWOT Analysis

Scan the Marketplace for Potential Opportunities

Identify Opportunities

Examine the Opportunities on Which Others Have Capitalized

Match Opportunities with Strengths

Uncover Your Strengths

Inspect and Evaluate the Strengths of Others

Uncover Your Weaknesses

Single Out Your Weaknesses

Turn Your Weaknesses into Strengths

Spot Potential Threats

Identify Your Threats

Minimize Your Threats

Write a SWOT (or OSWT) Conclusion

In Their Own Words: Q&A with Ira Kalb, Business Consultant

Marketing Plan Template and Example

4. ANALYZE YOUR CUSTOMERS: Identifying, Segmenting, and Targeting Your Market

Identify, Segment, and Target Your Audience

Examine Demographic Dimensions

Think About Technographic Dimensions

Look at Psychographic Dimensions

Evaluate Behavioral Dimensions

Consider Geographic Dimensions

Consider Your Data and Write a Customer Conclusion

In Their Own Words: Q&A with Nance Rosen, Business Consultant at Sandler Training

Marketing Plan Template and Example

5. LEARN FROM YOUR COMPETITORS: Conducting a Competitor Analysis

Identify Your Competitors

Know Who’s Getting the Best Bookings

Seek Them Out in the Press

Hear Them on Local Radio

Discover Who’s on Store Shelves

Locate Them Online

Analyze Your Competitors’ Strategies

Examine Your Competitors’ Company Branding

Study Their Product/Service Branding

Look at Their Product Development and Innovation

Ponder Your Competitors’ Pricing

Evaluate Their Distribution Methods

Assess Their Promotional Efforts

Include Other Relevant Issues

Interpret Your Competitor Data and Write a Conclusion

Determine How You’ll Use the Data

Sum Up Your Thoughts in a Competitor Conclusion Paragraph

Marketing Plan Template and Example

6. DEMO YOUR PRODUCTS AND SERVICES: Getting Feedback Before Committing Your Valuable Resources

Develop and Demo Your Products and Services

Be Patient, Be Thorough, and Be Brilliant

Decide on the Recipe and How Many Cooks You Really Need in the Kitchen

Develop and Demo Efficiently and Do It Effectively

Test Your Products and Services Out on Your Most Likely Fans

Utilize the Internet

Demonstrate Before a Private and Controlled Audience

Interpret the Data

Convert the Data into Readable Form

Consider the Quality of Your Data

Write Your R&D Conclusion Paragraph

In Their Own Words: Q&A with Bianca Philippi, Founder of Creative Insights

Marketing Plan Template and Example

7. SET YOUR MARKETING PLAN GOALS: Using the SMART Model

Make Your Goals Specific

Make Your Goals Measurable (or Countable)

Forecast Your Sales

Determine Fan Awareness

Determine Whether Your Goals Are Attainable

Assess Your People Power

Consider Your Available Financial Resources

Consider a Road Map for Achieving Your Goals

Set Your Goals in the Context of Time

Complete Your SMART Goals Paragraph

Marketing Plan Template and Example

8. DEVELOP YOUR COMPANY’S BRAND STRATEGY: Creating the Right Identity for Your Company and Its People

Review Your Research and Goals and Examine How They Relate to Branding

Don’t Lose Sight of Your Vision

Don’t Forget About Your SWOT Analysis: Need and Opportunity

Be Sure You Really Know Your Target Audience

Reinvestigate Your Competitors

Reexamine Your Feedback

Stick to Your Goals

Choose a Company Brand Name

Reflect the Right Mood and Imagery

Be Original and in Good Legal Standing

Invent a Name

Create a Nickname

Describe Your Company

Use a Unique Spelling

Form an Abbreviation

Design a Company Brand Logo That Pops

Use a Wordmark (Typographic Symbol)

Consider a Lettermark

Try a Brandmark (a.k.a. Symbol)

Use a Combinedmark

Create a Company Brand Slogan or Tagline

Convey the Right Personality

Appeal to Your Audience

Be Believable

Offer an Explanation

Ask Your Fans What They Think

Create a Company Spokescreature or Mascot

Consider Your Company’s Brand Personality

Identify Your Brand Attitude and Vibe

Consider the Look of Your Brand

Associate with Other Brands

Realize Your Position: Know Your Point of Differentiation and Plan to Exploit It

Define Your Company’s Position and Exploit It

Marketing Plan Template and Example

9. DEVELOP A BRAND STRATEGY FOR YOUR PRODUCTS/SERVICES: Achieving the Desired Image for Your Tours, Records, Merch, and More

Decide on Your Brand Structure

Choose a Company Dominant (or Combined) Brand Structure

Employ the Company Endorsed Brand Structure

Apply the Company Silent (or Separated) Brand Structure

Envision the Best Names/Titles

Use a Product/Service Brand Slogan or Tagline

Conceptualize the Right Design/Look/Mood

Consider the Appropriate Colors

Think About Which Fonts You’ll Use

Use the Right Graphics

Use the Right Materials

Create Unique Designs

Define Your Product’s Position and Exploit It

Position Your Product/Service Based on Your Identified Need (or Unfilled Need)

Position Your Product/Service Based on Its Target Audience

Position Yourself Based on a Competitive Advantage

Position Yourself Based on a Strength and Unique Benefit You Can Offer

In Their Own Words: Q&A with Robert Liljenwall, Owner of the Liljenwall Group

Marketing Plan Template and Example

10. FINALIZE YOUR PRODUCTS AND SERVICES FOR THE MARKETPLACE: Delivering on the Promise of Your Brand

Create a Product and Service Development Plan

Decide on How You’ll Finalize Your Music

Determine How You’ll Prepare Recorded Product

Determine How You’ll Produce Video Product

Choose How You’ll Manufacture Your Albums and Video Products

Determine How You’ll Get Your Act (Live Show) Together

Think About How You’ll Develop Your Web Real Estate

Decide on How You’ll Manufacture Your Merch

Finalize a Customer Service Policy: The Other Part of Product

Decide on Your Commitment to Quality

Think About How Much Effort You’ll Put Forth

Consider a Delivery Commitment

Determine How Accessible You’ll Be

Simplify the Buyer’s Experience

Contemplate a Satisfaction Guarantee

Draw Up a Problem Resolution Strategy

Contemplate a Monitoring and Measuring Strategy

Determine Your Commitment to Company Training

Commit to a Level of Customer Personalization

Consider Whether You’ll Put Your Best Fans First

Reflect on How You’ll Create Customer Loyalty Through Ownership

Determine How You’ll Build a Customer Culture or Community

Create a Database Management Plan

Analyze the Features and Benefits of Your Products and Services

Be Clear on the Difference Between Features and Benefits

Format Your Product Features and Benefits (PFB) Chart

Marketing Plan Template and Example

11. DEVISE A PRICING STRATEGY: Reinforcing Your Brand Image and Generating Revenue and Awareness

Examine How Your Research, Goals, and Other Strategies Are Connected to Price

Reflect on Your SWOT Analysis

Review Your Target Customer’s Profile

Take a Look at Your Competitor Analysis

Revisit Important Testing/Feedback Data

Reference Your SMART Goals

Consider What Type of Branding and Positioning You Are Putting Forth

Revisit Your Product and Service Strategies

Consider Other Strategies

Choose the Pricing Strategies That Are Right for You

Price Within Consumer Boundaries

Consider Your Bottom-Line Cost, and Profit and Loss

Price Your Products and Services for Free

Allow Donation Pricing

Try Disguised Pricing (Make It Feel Free)

Consider Pledge Pricing

Utilize Bundle Pricing

Price Above the Competition

Use a Percent Occupancy Method

Consider the End in 9 or 5 Psychological Approach

Offer Quantity, Cash, and Special-Event Discounts

Use Loss Leader Pricing

Offer a Money-Back Guarantee Price

Use Zone Pricing (for Shipping/Handling)

Price over the Product’s Life

Flow with the Establishment: Retailing, Booking, Publishing, and More

In Their Own Words: Q&A with Jeff Hinkle, Business Manager at GSO Business Management

Marketing Plan Template and Example

12. ESTABLISH A PLACE STRATEGY, PART 1: Booking Live-Performance Sets and Distributing Records

Consider How Distribution, Research, and Other Strategies Are Related

Revisit Your SWOT Analysis and Consider Your Strengths and Weaknesses

Consider Your Customer Analysis

Analyze the Competition

Execute Consistent Branding

Consider Product and Service Life Cycles

Match Your Place and Pricing Strategies

Create a Live-Performance Place Strategy

Target Local Bars and Clubs

Consider Alternative Venues and Events

Think About Touring: Consider Viable Places to Perform

Look Ahead Toward Hiring a Talent Agent

Develop a Place Strategy for Selling Your Recorded Albums

Distribute Your Recorded Music via Live-Performance Venues

Place Your Recorded Music Guerrilla Marketing Style via the Streets

Get Your Recorded Music Online

Place Your Recorded Music with Brick and Mortar Retailers

Marketing Plan Template and Example

13. ESTABLISH A PLACE STRATEGY, PART 2: Distributing Your Merch and Songs Effectively for Sale and/or License

Place Your Merch Effectively for Healthy Sales

Distribute Merch at Your Live Performances

Distribute Your Merch Online

Contract with a Traditional Merchandising Company

Place Your Songs and Instrumentals in Film/TV/Games and More

Shoot for Placements in Student Films and Video Games

Place Directly with Directors and Producers by Networking at Festivals

Think Outside the Box and Uncover Alternative Placement Opportunities

Get Local Businesses to Use Your Music in Advertisements and Jingles

Allow Others to Use Your Music via Creative Commons

Try to Place Your Music in Trailers via Trailer Houses

Utilize a Music Placement Service or Songplugger

Place Your Music via a Music Library

Sign with an Established Music Publishing Company

Marketing Plan Template and Example

14. FORMULATE A PROMOTION STRATEGY, PART 1: Winning Over Fans via Publicity and Paid Advertising

Create a Publicity and Public Relations Plan and Stimulate Free Promotion

Prepare a Press Kit (Physical and Electronic) for Submission

Strengthen Media Relationships with an Outreach Strategy

Decide on Your Press Objectives and Prepare for Them

Submit Press Releases

Submit Photo Stories and Impromptu Photos

Know Where to Network and Generate PR

Design Publicity Stunts

Plan a Record Release Party or Press Conference

Organize a Charity Event

Prepare to Expand into New Territories That Make Sense

Consider Hiring a Professional Publicist, or Not!

Develop a Paid Advertising Campaign

Use Internet Advertising

Utilize Print Media Advertising

Know About Broadcast Media Advertising

Marketing Plan Template and Example

15. FORMULATE A PROMOTION STRATEGY, PART 2: Using Internet, Word-of-Mouth, and Guerrilla Marketing to Get Customers

Put Together an Online Marketing Plan

Use a Personal Website as an Effective Promotional Hub

Create Your Own Personal Blog

Create Profiles on Social Networks to Attract Fans

Generate Online Publicity via E-zines, Blogs, and More

Post Content on Video Sharing Sites

Build, Create, and Service Direct E-mail Lists

Start a Direct Online Newsletter

Use Podcasts to Get Exposure

Create Online Viral Goodies Such as Screensavers, Wallpapers, and More

Leave Announcements on Event Calendars, Message Boards, Groups, and Directories

Use Word-of-Mouth Marketing (WOMM)

Create Products and Services That Are Naturally Contagious

Make Your Communications Special, Scarce, and Memorable

Spot Customer Hubs and Opinion Leaders

Seed Journalists and Other Industry Folk

Provide Product and Service Samples and Ask People to Tell a Friend

Utilize Guerrilla (or Street Commando) Tactics

Make Your Mark with Street Stencils

Stick Up Your City with Stickers

Tack Up Your Town with Fliers and Posters

Hit the Streets with Glossy Postcards

Hand Out Three-Song CD-R Samplers

Give Away CD-R Fliers

Organize Guerrilla Performances (a.k.a. Smart Mob Events)

Marketing Plan Template and Example

16. FORMULATE A PROMOTION STRATEGY, PART 3: Winning Over Fans via Radio Play and Creative Sponsorships

Develop a Radio Promotion Campaign

Choose the Appropriate Mediums

Prepare the Proper Materials for Your Campaign

Consider How You Will Service Stations

Strategize Your Follow-Up

Look Ahead Toward Hiring an Independent Radio Promoter

Align with Local and National Sponsors

List the Products Associated with Your Fans

Form Strategic Alliances with Local Sellers via In-Store and Cross-Promotions

Be on the Lookout for Corporate Contests, Campaigns, and Opportunities

Build Credibility and Exposure via Equipment Endorsements

Get Promoted via Corporate Music Compilations

Marketing Plan Template and Example

17. FORMULATE A PROMOTION STRATEGY, PART 4: Utilizing Direct Marketing, Personal Selling, and Sales Promotions to Get Fans

Develop a Direct Marketing Plan

Decide on the Direct Marketing Methods

Create Persuasive Content That Sells

Think About Face-to-Face Selling (a.k.a. Personal Selling)

Decide on Whom You Intend to Pitch Face-to-Face

Get the Right Tools Together

Get Your Sales Look Together

Prepare a Tight Elevator Pitch or Opener

Prepare a Full Business Overview

Be Prepared to Meet Sales Objections

Have Several Closing Techniques on Hand

Prepare a Follow-Up

Employ Sales Promotions (Short-Term Incentives)

Utilize Coupons

Offer a Limited-Time Prize with Each Purchase

Offer Promotional Products (Specialty Advertising)

Hold a Special-Event Raffle

Use Sweepstakes

Execute a Customer Loyalty Program

Implement One-Time Exclusive Offers (While They Last)

Marketing Plan Template and Example

18. PREPARE A MEASURING STRATEGY: Tracking, Analyzing, and Adjusting Your Marketing Campaign

Know What to Measure

Opportunities, Strengths, Weaknesses, and Threats

Customer Markets and Dimensions

Competitive Variables

Company and Product Brand Image

Products and Services

Pricing Strategies

Place Decisions

Promotion Effectiveness

Consider Your Sources and Methods of Measuring

Examine Your Company’s Sales Records

Count Inventory

Use Bar Codes and SoundScan Reports

Count People/Fans/Friends

Take Advantage of Internet Services and Tools

Use a Marketing Information System Code (MISC)

Create Promotional Effectiveness Forms

Conduct Primary Research: Surveys, Focus Groups, and More

Utilize Secondary Research: Media Sources, Industry Charts, and More

Utilize the Help of Consultants and/or Professional Organizations

Convert, Analyze, and Take Action

Convert Your Data into Readable Form

Analyze Your Data’s Quality

Take Action

Marketing Plan Template and Example

19. ASSEMBLE YOUR MARKETING PLAN OF ATTACK™: Presenting Your Business and Marketing Ideas Effectively

Present a Front Cover

Provide an Executive Summary

Lead Off with a Company Biography

Add a Brief and Personal Story

Summarize Your Vision

Offer Your Market Need

Summarize Your Key Revenue Generators

State Your SMART Goals

Provide an Overview of Your General Strategies

Briefly List Your Resources

Provide Your Costs

Identify the Challenges

Insert a Table of Contents (TOC)

Complete and Format All of the Templates

Fill In All of Your Information

Format Your Templates Correctly

Build an Allocation of Costs Table

Identify How You Expect to Fund Your Project

List All of Your Marketing Activities

Research and List Approximate Costs

Incorporate a Timeline or Schedule

Outline All of Your Marketing Strategies

Organize Your Tasks into the Most Logical Sequence of Steps

Add Some Finishing Touches

Add an Appendix

20. EXECUTE YOUR MARKETING PLAN EFFECTIVELY: Adopting the Right Policies That Get Your Company Results

Make Sure Your Plan Passes the Bullshit Test

Secure the Needed Funds Now

Remember Not to Wait Around for Others to Help You: Do-It-Yourself (DIY) or Die

Be Ready and Willing to Go the Distance with Persistence

Burn, but Don’t Burn Out: Nutrition, Sleep, Exercise, and More

Choose Employees and Band Members Wisely

Delegate the Workload Within Your Organization

Link Rewards to Performance Execution

Communicate the Sense of Urgency to Get Things Done Now, Before It’s Too Late!

Get Rid of Complacency, Negativity, and Flakiness, and Do It Quickly

Embrace Industry Types, Movers and Shakers, and Company Deals Carefully

Always Give Thanks to Those Who Help by Practicing the Attitude of Gratitude

Remember That Life Is Not Just a Box of Chocolates

21. CONTINUE TO LEARN ABOUT MARKETING: Strengthening Your Marketing Muscles with 20 Exercises

Study the Life Stories of Successful and Innovative Artists You Admire

Analyze the Careers of Artists Who Have Failed

Study the Histories of Companies Outside the Music Industry That You Respect

Examine and Learn from the Marketing That Is Around You Each and Every Day

Consider How Companies Handle Themselves in the Face of Adversity

Analyze Why Some Artists Can Stand the Test of Time and Others Fade Away

Study the Lives of Great Leaders Throughout History

Read the Greatest and Latest Business and Marketing Books

Follow a Variety of Marketing Experts on Their Social Networks

Subscribe to a Variety of Blogs for the Latest Business and Marketing Information

Become a Member of a Popular Marketing and Business Organization

Take a Continuing Education Class in Marketing

Take Advantage of Open Course Materials from Major Institutions

Get an Internship in a Marketing Company

Find a Mentor

Teach Others What You Know, and Thus Grow

Listen to Educational Radio Programs While You Drive

Read the Local Trades

Just Get Out There and Do It

Hire a Consultant

Complete Marketing Plan Sample

Glossary of Terms Found in This Book

Directory of This Book’s Resources and Beyond

Preface

So, why should you spend your time and money reading this book? More and more artists are taking advantage of new technologies to independently build awareness, make sales, and leverage favorable industry deals. But in this expanding competitive marketplace overflowing largely with hopeful artists and fly-by-night services, serious do-it-yourself musicians need structured advice more than ever from an artist who’s lived through the business and succeeded.

Written for musicians by a veteran musician, Music Marketing for the DIY Musician is a strategic, step-by-step guide to producing a fully customized, low-budget plan of attack for marketing one’s music. Presented in a conversational tone, it reveals the complete marketing process using the same fundamental concepts used by top innovative companies, while always encouraging musicians to find their creative niche and uphold their artistic vision. It’s the perfect blend of left-brain and right-brain marketing.

Rest assured, ladies and gentlemen, that this book is not about using hope as a strategy, or just trendy tools and services that can help you do things right. It’s about taking more control of your own destiny and doing the right things by professionally planning, strategizing, and executing a fully integrated, customized Marketing Plan of Attack™. It will help you save time and money, rise above all of the clutter, and eventually attract the attention of top industry pros. Ultimately, this book is about making quality music that matters, and music that’s heard!

What inspired me to write this book? As a musician, consultant, and educator, my mission has always been simple: to help music professionals turn their art into a more successful business. But over the years I’ve identified an important void in the marketplace: nothing has been written for musicians by a musician with extensive professional experience that includes fundamental marketing concepts used by the most successful companies and contains easy-to-follow templates to help DIY artists budget their precious time and money. At a time when new technologies enable talented artists to act as their own independent record labels, there is clearly a need for a practical, DIY, step-by-step guide that presents tried-and-tested marketing advice in a modern way. Music Marketing for the DIY Musician is the culmination of 25 years in the trenches as a professional musician and entrepreneur, and over a decade in academic and practical research that has involved thousands of independent artists and marketing experts from around the world.

How is this book different? And why is it relevant to you? While there are other resources available, this book is unique and has several competitive advantages, including:

• It is written specifically for DIY musicians by a musician with DIY, indie, and major-label success, making it a more credible, focused, practical, and relatable resource for artists.

• It covers the complete marketing process—from vision through execution—with handy templates and samples in each chapter to help artists create fully customized marketing plans one step at a time.

• It provides an integrated mix of online and offline strategies extending far beyond just the traditional four P’s of marketing and the latest Internet and social media promotion tips.

• It introduces sophisticated business and research tools (SWOT, SMART, AIDA, and PFB charts) not found in most music marketing books, enabling artists to choose more confidently and even scientifically the right strategies for their own career paths.

• It includes both real-world anecdotes and short tips in text boxes and afterthoughts to break up the text, and exclusive interviews with noted professionals to provide broad perspectives. Interviews include Jeff Hinkle, Business Manager at GSO Business Management; Nance Rosen, Business Consultant at Sandler Training; and Ira Kalb, President of Kalb & Associates.

• It contains a detailed glossary of key marketing terms, a resource guide of over 300 DIY and low-budget services, a complete sample Marketing Plan of Attack™, and 20 time-saving exercises for strengthening your marketing muscles, from finding industry mentors to aligning with major marketing associations.

• It provides a website link where helpful templates and sample forms can be found.

So, who am I? As a former major-label, independent, and DIY recording/touring artist, I have over twenty-five years’ experience working with the most respected management firms, A&R representatives, music producers, music publishers, equipment manufacturers, songwriters, and journalists. I’m a graduate of Berklee College of Music with a BA in professional music, and a graduate of UCLA Extension with a certificate in instructor development, project management, and marketing. For over a decade I have been teaching a class called DIY Music Marketing at Musicians Institute and UCLA Extension, where I received the Distinguished Instructor of the Year Award. I am also the author of The Musician’s Handbook (first published by Billboard/Random House in 2003, and now in its third edition), which is used in some of the finest schools around the country. The VP of special events for the American Marketing Association Los Angeles Chapter and the founder of a thriving music consulting company in Hollywood, I speak with literally thousands of artists and music professionals year-round. I can be contacted at www.bobbyborg.com.

What’s the best way to use this book? While it’s possible to skim the pages and read individual chapters in any order, it’s best to read this book from beginning to end so that you don’t miss a single word. Before diving into the text, it is recommended that you have a specific business focus in mind (such as becoming a recording/touring musician, a composer of film and TV music, or the owner of a recording studio) so that you can put the information into the right perspective. While it’s not immediately necessary, try to fill out the marketing plan templates at the end of each chapter so that you can build a customized plan one step at a time. Or, at the very least, be sure to review the marketing plan samples provided for the band Rally the Tribes, so you can get a sense of how another DIY company might construct its plan. To get a deeper sense of the materials covered, be sure to regularly utilize the material in the back of this book and review the list of relevant resources and the definitions to important marketing terms. But most of all, just be sure to exercise patience when reading this book. Remember that marketing is not difficult to understand, but it can be challenging to apply to your own personal situation. Thus, if you find it less intimidating, you can write a plan for another DIY artist first to get the hang of the principles discussed. Sound good? Cool! So what are you waiting for? Turn the page and let’s do this!

[Disclaimer: The methods and ideas herein present a systematic approach to marketing that can improve your chances for success, but they do not guarantee an easy ticket to success. Further, while websites, magazines, and resources suggested in this book are recommended highly, Bobby Borg and his publishers are not responsible for the materials, business practices, and viewpoints of these sources—so exercise caution. Lastly, Bobby Borg and his publishers cannot be held accountable for any third-party licenses or agreements that you enter into—so please, always seek the advice of a personal consultant or attorney in any business matter about which you are unclear.]

Acknowledgments

Thanks to my dearest Dad; family; closest friends; fellow board members at the American Marketing Association; Musicians Institute and UCLA staff; and John Cerullo, Carol Flannery, Jessica Burr, Joanna Dalin Sexton, and everyone else at Hal Leonard Performing Arts Publishing Group for understanding my vision and making this book possible.

Also a big shout-out to my preliminary feedback team: Katherine Fitzgerald (independent artist, vocalist of Violet UK, Harvard literature graduate), Bianca Philippi (principal and founder of Creative Insights, UCLA Extension distinguished instructor), Patrick Greenough (VP of Technology at American Marketing Association), Ronny Schiff (Ronny Schiff Productions, career counselor and instructor at Musicians Institute), Bob Nirkind (former executive editor at Billboard Books), Gail Hickman (screenplay writer), and the thousands of students and DIY artists who took my classes and attended my seminars.

I’d like to also thank all of my advisors, panelists, and colleagues: Ira S. Kalb (professor of marketing at the Marshall School of Business at University of Southern California; president, Kalb & Associates), Steve Winogradsky (attorney at law, partner at Winogradsky/Sobel), Robert Liljenwall (editor/author of Marketing at Retail, MBA, distinguished instructor at UCLA Extension), Nance Rosen (MBA, author of Speak Up!, and former marketing executive with the Coca-Cola Company), Jeff Hinkle (certified public accountant at GSO Business Management), Tony van Veen (CEO, CD Baby and Disc Makers), Michael Eames (president, Pen Music Group), Neil Gillis (president, Round Hill Music), Ernie Petito (formerly of Warner/Chappell Music), Andreas Wettstein (digital strategy for Mack Avenue Records), Sydney Alston (product specialist at Disc Makers), John Hartmann (former manager of Crosby, Stills & Nash; America; Poco; Eagles; and others), Robin Frederick (author of Shortcuts to Hit Songwriting and Shortcuts to Songwriting for Film and TV), Don Grierson (former VP of A&R at Sony/Epic Records, music industry consultant), Fred Croshal (former general manager at Maverick Records; founder of Croshal Entertainment Group, LLC), Blasko (Ozzy Osbourne/Mercenary Management, Inc.), Steven R. Van Hook (president of Educare Research Inc.; faculty at UCLA Extension), Michael Levine (founder of Levine Communications Office, representing Prince, Ozzy Osbourne, and Michael Jackson; and author of Guerrilla PR), Michael Laskow (president, TAXI Independent A&R Company), Ted Lowe (president of Choice Tracks), Dave Banta (multiplatinum, award-winning record producer), Chris Fletcher (Coast to Coast), Bryan Farrish (owner, Bryan Farrish Radio Promotion), Bill Zildjian (Sabian), John Pantle (agent at Agency for the Performing Arts), Kether Gallu-Badat (Latchkey Recordings), Bob Fierro (founder of Zebra Marketing), Don Gorder (chair, Music Business/Management Department, Berklee College of Music), Pascale Cohen-Olivar (program director, Entertainment Studies and Performing Arts, UCLA Extension), Nick Casale (graphic arts), and anyone else I missed who was there for me.

I would like to give special thanks to everyone who gave permission to reproduce artwork in this book. This includes Sarah Abdel of Silverback Management, for permission to use the Slightly StOOpid street stencil in chapter 15. I would also like to thank the following for permission to use logos in the chapter 8 graphic Logo Examples: Independent Artists: Matthew Lindblad (Rebel Revive logo), Alex Quintana (Agruv Studios logo), Rob De Luca (Of Earth logo), Ian Di Leo (IDL Entertainment logo), Shane Quinn (Devil in Drag logo), Drew Petersen (Very Angry Scientists logo), Michelle Filijan (Assuming We Survive logo), Cynda Renae (Cockeyed Optimist logo), Armando Villasenor (Underground Nation logo), Milo Hernandez (Dirty Minds logo), Sabrina Petrini (KingQueen logo), Milo Hernandez (Dirty Minds logo), Gabriel Nava Rodrigues (Walla logo), Alexander Cabral (Clepto logo), Dan Hegarty (Cobra Venom logo), David Palmer (Invisible Poet Kings logo, created by DADABANK), and Shawn Scott (Shawn Scott Music Group logo). The photo of riot police is © iStock.com/jon11.

Thanks also to the following for permission to use album cover art in the chapter 9 graphic Album Art: Independent Artists: Tony Safqi and Oscar Preciado (Tolerance, by Reverted), Daniel Beallo (Ship of the Rising Sun, by Ship of the Rising Sun), Laura Vall (Speak to Me, by the Controversy), James Lawry (Do Your Part, by James Lawry), Bill Berends (Insomnia, by Mastermind), Colin Reid (What We Can’t Have, by Colin Reid), Yohannes Skoda (About Face, by Mavrik), Eric Baum (Powerlines, by Run Rhino), Jens Andersen (The Great Collapse, by Immoralis), Gabriel Nava Rodrigues (Nature, by Walla; photo by Tercio Guratalo), Eleri Jane (Play Me, by Eleri), Bhavana Reddy (Tangled in Emotions, by Bhavana Reddy), Craig Costello (Warning! Catchy Tune, by Formally Un-named), Demerick Ferm (All the Wrong Things 2, by Demrick), and Benjamin M. Lecourt (Murderology, by Yard of Blondes).

1

An Overview of the Complete DIY Marketing Process

Creating and Executing a Plan of Attack in a Nutshell

Marketing is the process of innovating products and services to satisfy customers, build awareness, and earn market share. To DIY artists like you, it’s the self-starting journey of creating music and merchandise to win over loyal fans, entice industry execs, and make money. However you see it, the concepts presented in this chapter (and book) will help you do the following:

• Become aware of important marketing concepts and terms.

• Realize that marketing is an organized system of interrelated steps.

• Organize your thoughts into a detailed Marketing Plan of Attack™.

• Understand the importance of being proactive and taking charge. And . . .

• Shoot for zero- to low-budget and realistic marketing techniques.

Oh, and by the way, don’t be too surprised when common business terms like product are used in place of music, live performances, and merch; when company is used in place of band, solo act, or studio; and when customer is used in place of fan, audience, or following. While music is an art, it is also a serious business, and you must start thinking about your career from a more professional and businesslike perspective. So get ready to expand your thoughts, learn, and always have a lot of fun.

The following key concepts are introduced briefly to give you a play-by-play look at the entire book. The information is expanded upon fully in subsequent chapters and marketing samples.

Describe Your Company’s Vision and Set Your Career on Course

The marketing process typically starts with a vision—a declaration that defines that ultimate place you’d like your company to be in about seven to ten years down the road.

Your vision is what gets you out of bed in the morning and gives your life meaning. I’m not talking about some outrageous MTV Cribs fantasy, the color of your mansion in the French Riviera, or the remote island you want to own, but rather a vivid musical/business focus that complements your strengths and passions and sets your career on course.

To illustrate, long before Marilyn Manson ever became known to the world, he envisioned himself as being a pop star who would one day shock the world. Personal sources say that when he was just a student of journalism at a small community college, he actually had drawings of costumes and stage set designs along with other business and creative details. This was Manson’s North Star—his guiding light. He held true to that vision and projected it into everything his band or company did. Several Platinum albums and Top 10 hits later, he succeeded at living his dream.

So then, what are your strengths and passions, and what is your overall musical vision in about seven to ten years?

Do you see yourself playing a style of R&B, rock, folk, hip hop, jazz, or perhaps some new subgenre you aim to create? Do you aspire to be a major recording/touring artist known all over the world, or forever a local independent musician happy to be surviving on your music? Will you sell records, tour, and create merchandise, or will you write and produce? What kind of artist identity will you project to your target fans: wholesome and sweet, gangsta and badass, intellectual and socially conscious, or something else? Do you want people to see you as a role model? Do you want to make people happy and hopeful? Will you be the voice for the oppressed and unfortunate? Or will you stand for certain values in the world that are important to society as a whole?

Look, gang, by determining what’s true to your heart and visualizing your higher and greater career and life purpose, you’ll be able to more easily chart the course to your desired destination.

Identify Opportunities or Needs by Conducting a SWOT Analysis

While keeping your internal strengths, passion, and overall vision at heart, now it’s time to examine the external environment of your organization more thoroughly and see how your musical vision matches up with people’s wants and needs. By doing this, you can further refine your true musical purpose, and even discover a void in the marketplace that you can fill better than anyone else.

As previously stated, Marilyn Manson had a clear vision of being a pop star who shocked the world. But he also identified and filled a specific societal need and void in the marketplace for an entertaining and horrifically dramatic new stage personality, similar only to what a now-aging Alice Cooper had done 23 years before.

In yet another example, guitarist Pat Metheny always envisioned himself as being an exceptional and forward-moving jazz musician. But he also identified and filled a specific industry need and void in the marketplace for an exciting new artist who could propel traditional jazz into the future using new technologies, such as synthesizers and robotics, unlike any other jazz musician before him.

An extremely valuable tool to help you examine the external and internal environments of the marketplace is called a SWOT analysis. SWOT is an acronym that stands for strengths, weaknesses, opportunities, and threats. The purpose of this tool is to:

• Identify a consumer need or opportunity in the marketplace that matches well with your internal strengths.

• Convert any weaknesses you may have into company