Music Biz Articles

How To Proactively Promote Your Art On The Web
By: Bobby Borg

NOT LONG AGO, anyone with a product to sell had a distict advantage if they could market their goods online. Today, using the Internet for promotion is a given, and it's the guy who has yet to advantage of the Web that is falling behind.

Below is a few ideas of how to proactively promote your art on the web including: online stores, digital downloads, Web radio, live Web casting, chat rooms, Web rings, newsgroups, mailing lists, Webzines, and personal Websites.

Online Stores

Digital recording equipment and home studio gear have made it far easier for artists to record their musical compositions. The cost of CD duplication and packaging is also more affordable.

If the thought of selling 1,000 or more CDs seems like a daunting undertaking, then you should know that there are a number of "online stores" who can provide you with some help. Highly traveled websites such as Amazon.com, Mp3.com, and Cdbaby.com will advertise your CD on their sites and process orders. You'll receive a percentage of sales, and in some cases, you'll even receive detail tracking information about the fans who purchased your music.

You can also sell your music on your own website, but keep in mind that you'll not only have to design an interesting website that people frequent, but you'll have to set up a system that accepts credit card payments to avoid having to deal with the lengthy process of accepting personal checks in the mail. So if you want your own website, I highly recommend Ecktomic (www.ecktomic.com). There are definately advantages to having your own website and Ecktomic can walk you through the design process step by step.

Digital Downloads

Taking your music online, Web sites, such as MP3.com, allow you to upload MP3 music files, as well as biographical information and photographs. People surfing the web can both listen to your music and download files for a small fee for which you'll be compensated!

This is a great way to get your music distributed to the masses and get immediate feedback from the net community. A & R scouts at record labels also keep their eyes glued to the Internet for new talent.

MP3.com also provides a number of special services such as the payback for playback program where you can earn money every time someone visits your home page and listens to your music. There's also a music licensing program where your music is made available to producers and directors who may be interested using your music in television commercials and movies.

If that weren't enough, MP3.com also has an on-demand CD manufacturing program where they'll manufacture CDs as people request them and send them out for a reasonable price, and of course, you'll be compensated for every CD sold. Some of MP3.com's services are free, while others require a small monthly fee. Other Websites worth checking out are Ampcast.com and Vitaminic.com

Net Radio

Net radio stations are radio stations that broadcast over the Internet. With nothing more than your computer, a modem, and speakers, you can tune into radio shows around the world. Bwbk.com, launch.com, virtualradio.com, and Knac.com are just a few of the many net radio stations that exist. You may get some exposure sending your music to net radio stations but to take a more proactive approach, why not create your own net radio station and broadcast your own music. SHOUTcast radio (www.shoutcast.com) can make it possible. SHOUTcast allows anyone to broadcast an MP3 collection.

Live Web Casting

Live Web casting is a great way to take your live concerts to people in another part of the world. Sites such as L.A. Live (www.lalive.com) have centered on introducing the Web community to the underground world of L.A's music culture. L.A. Live actually shows up at live performances, wire up the club, and broadcast performances over the net. The House of Blues (www.hob.com) brings concerts online to its own site. The Knitting Factory located in New York and L.A., is also wired. There are many others. Check out - live-online.com, hotconcerts.com and livewebcasts.com for a larger view of online concerts.

Chat Rooms, Web Rings, Newsgroups, Mailing Lists, and Webzines

Getting on the Web and just hanging out with the music online community is a good way to spread the word about your music. On a site such as iMusic.com you can find over 1.5 million fans of all shapes and sizes and begin spreading the word 24/7 via message boards and live chat rooms (chat rooms are places where you can talk with other people over the web in real time).

The Internet also allows you to join and/or create Web rings. These are groups of websites all linked together by people who share similar interests. For instance, there's a U2 web ring. A huge directory of existing web rings can be found by logging on to Webring.com

Newsgroups are places on the web that allow you to post messages and converse with other readers about specific topics. A list of all types of newsgroups can be found by logging on to Deja.com.

Another great way to connect with particular interest groups is to become part of e-mail based discussion groups called mailing lists. Mailing lists are similar to newsgroups but only more private. Messages on niche topics are sent directly to your computer from other people who have chosen to subscribe. You can find a variety of existing mailing lists by connecting to Liszt (www.liszt.com/channels/music).

There are a number of online magazines known as fanzines or webzines in which you can get your music reviewed, post pictures, and list your concert events.

Personal Websites

Even if you make your presence known on a variety of other web sites, creating your own Web site is your place to shine! Your site becomes your headquarters for providing links to other places on the web where your information and music can be found. You can get listed in search engines and directories such as Google, Excite, Lycos, and Alta Vista to help people find you.

Once someone logs on to your site, the key is to a give them a reason to want to keep on coming back. Your web design should be simple and easy to navigate. Your site should stay fresh and up-to-date so that visitors can always expect something new. Create your own newsletter. Provide message boards where people can post messages for other fans visiting your sites. Give people an opportunity to converse with other fans in chat rooms. Provide your e-mail address so that fans can contact you personally and so that you can respond to as many people as possible. For those interested, I highly recommended Ecktomic (www.ecktomic.com). They can hook you up with anything you can imagine... they did for me!

You can also include MP3 files of your music for people to download, and give people an opportunity to purchase your CD. You can include streaming video clips of concert footage, live interviews, or even your own home-made music video. Try posting pictures and posters that fans can download. You can provide concert and tour information. You can also create opportunities for people to join and form street teams to help you promote your music in their home town. The opportunities are limitless.

Bobby Borg is also the author of: "The Musician's Handbook: A Practical Guide To Understanding The Music Business," published by Billboard Books.

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