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5 steps to effective internet marketing for musicians

The music business….what can be said that hasn’t been repeated over and over and over again. Let’s skip all the details we’ve been whining about these last few years, and get down to it.  Basically, there’s not much room at the top these days. I often wonder, with great uncertainty, if there will ever be another Beatles, Madonna, Michael Jackson, or any of the “superstars” of past generations. Is it just vintage nostalgia that everyone’s favorite rock band is still Zeppelin, or have we reached a point where the focus on “commercial appeal” has resulted in a mass audience that has the attention span of my dog? (shout out to Jops!)

I don’t think anyone has the ultimate answer. (If you think you do, leave us a comment!). However, there is one thing that we can all agree on. Music is a product. In order for a business (the artist) to sell their product, they must market it effectively. Viral marketing is an essential aspect of a comprehensive marketing plan for artists. This week we lay out 5 steps to effective internet marketing for musicians.

Before you can develop an effective viral marketing campaign, it is important to understand the importance of offering quality content. In their book, Inbound Marketing, advertising guru’s Brian Halligan and Dharmesh Shah, call this process “creating remarkable content.” The idea is that viral marketing is far more effective when the business develops an original strategy that is “remarkable” enough for the consumer to share with others. Twitter has proven that, in some cases, what you ate for lunch can prove to be remarkable content. However, this is only true if you are already a high profile figure. For the rest of us, success in the online domain rests in our ability to create our own, unique content. Once you have developed a creative marketing plan, that stimulates continued interest in your project, implementing the following strategies will become far more effective.

Note- For this article, we’ll assume that you have already developed professional social network profiles and a website. For more information on design, check out our blog: Why do I need a professional website…

1. Social Network Marketing: Build Your Core Fanbase

There are over 8 million music profiles on Myspace. Want to know how you can make like Waldo and stand out in the crowd? Build a core fan base. Mass friend requests are not an effective way to build real fans. Sure your stats will look great, but are they going to buy your record, probably not. Start by inviting friends that fit your target demographic. (age, location, interests, etc) Rather than just adding them to the page, include a personal message. Provide an incentive for them to visit your site, other than “check out my music.” People love getting stuff for free. Use this opportunity to show your appreciation of their support by offering some form of free content (download, ringtone, e-book, etc). Once you have developed your core fan base, make sure you give them a reason to check back on a regular basis.

Here is a list of important updates:

Personal messages
Daily status updates
New songs
New pictures
Consistent blog entries
News

As you develop a steady stream of media, remember that your goal is to create “remarkable content.” Rather than asking fans to buy your new song, write a blog on how the song came about, or a fun story from the studio. Providing your fans with a personal experience will give them a way to relate to you and your music. If you take the time to utilize these techniques on a regular basis, you will be on your way to developing a dedicating fan base that will support your efforts and, most importantly, tell their friends!

Popular Social Networks:

Facebook
Myspace
Twitter
Bebo
2. Blog, Newsletter, Live chat: Develop your community

Everyone loves to be “part of the group.” If you provide a medium to interact with your fans on a personal level, you will be able to build a community that everyone wants to be a part of.

Creating a blog is a great way to start building your online community. Once you have developed your blog page, embed your blog on your website to make it easy for fans to find. Once again, creating remarkable content is an essential aspect to the success of your blog. It is also important to urge your fans to leave comments and suggest topics for your blog. By providing your fans with a fun way to interact on the site, you will build a personal experience that will help develop your community.

Popular blog sites:

Word Press
Blogger
TypePad
SquareSpace

Sending out an e-mail newsletter is another excellent tool to engage your fans. Make sure your newsletter sign-up is easy to find on your website and social networks. Giving away free content for newsletter subscribers will help boost your submissions. Your newsletter should include news, pictures, excerpts from your blog, contests, etc. Offering creative ways for your fans to be a part of your community is key.

(We use Constant Contact for email marketing. Their site is easy to use and offers excellent services at affordable rates. For more information on setting up your email marketing account, drop us a line at therecordshop1@gmail.com)

Live video chatting is a new trend that has beecome very successful for artists in developing their community. Stickam.com is one of the more popular sites for this application. Live video is a great way to build relationships with your fans. It is much more personal than the other methods because your fans get a chance to actually interact with you in “person.” You can give them a behind the scenes look at rehearsals, studio sessions, and shows. Other popular concepts include: Q&A sessions, online performances, and sessions on the road. Keep in mind that, unlike blogs, your fans “see” everything on live video. It is important to maintain a strong image and attitude when the camera is rolling.

3: Video content: Build your visual presence

As we have discussed throughout this article, it is important to personalize your marketing strategy. While many of us have become accustomed to communicating on the web, visual interaction is still an integral aspect of developing relationships with fans. Since the first video of a cat jamming on the piano, viral videos have been a leading source of online entertainment. You Tube is the clear frontrunner for viral videos. However, sites like Myspace Video, Vimeo, Metacafe, and Daily Motion are also worthwhile platforms to promote your content.

Building your visual presence through viral video is a exceptional method for promoting your music. Once again, the emphasis on remarkable content is important to consider as you develop your viral presence. Remember, you want to offer something different than everyone else. Performance videos are great, but should be supported with other unique concepts. So pick up a camera, hire a videographer, and keep it rolling. You never know when something remarkable is going to happen.

Here is a list of suggestions for viral videos:

Live Shows (with quality audio and a good crowd)
Clips from studio sessions
Interviews
Exclusive performances (shot specifically for your video stream)
Tour video blog
Contest for viewer submitted video reponses

4: Online Media Promotion: Build relationships with the press

Now that you have built your fan base, community, and visual presence, its time to meet the press. Writers are flooded with countless requests from bands everyday. In order to get their attention, you have to take the time to build real relationships.

The local press is a good place to start. Your town probably has a local music zine and several community newspapers that cover local music. Call the office or visit the website to find out who chooses featured artists. Rather than just mailing in a press kit, share your interest in their work. Show your support at their events or on their blog. Through supporting their efforts and networking with their team, you will have the opportunity to build a relationship with the publication. Once you have developed a repoir, invite them out to a show or set up a casual lunch meeting. If you have followed the previous steps, you will be able to provide plenty of remarkable content that will hopefully gain their interest in supporting your project.

Online review sites are also a great resource, but even more difficult to break in to. In this case, rather than competing with your local community, you are up against every other artist on the web. Fortunetaly, you have developed your online presence and understand the importance of building relationships. Just be patient, these sites receive endless requests from artists. Most of them will get back to you eventually, but if you send them a message every day, your likely to get black listed.

The Indie Bible is an excellent resource for online press publications.

5:Internet Radio: Increase your exposure

Internet radio is one of the fastest growing, online promotional resources for artists. There are thousands of broadcasts on countless sites. Taking advantage of this opportunity is the final step in solidifying your comprehensive online marketing plan. Achieving substantial radio exposure takes creativity, time, and a lot of dedication. When done correctly, it can make the difference between making music and making a living making music.

In order to build your relationships with DJs, music directors, and radio promoters, you can use the techniques we discussed in the previous section. You’ll find that stations will be much more supportive of promoting you, if you have a method to promote them. Try offering a promotional campaign that advertises their station, inquire about ad space, and show your support by plugging their broadcast on your sites.

Once you begin to build these relationships, nuture them carefully. While you want to keep them up to date, you don’t want to overwhelm them with information. Invite them to sign up for your newsletter or blog so they can choose to stay up to date with your project. A monthly call, or email, to touch base and offer your support can also be effective.

Here is a list of the top internet radio stations:

Pandora.com
Live365.com
Slacker.com
Jango.com
NPR.org
Shoutcast.com
Radiotower.com
Streema.com

The Indie Bible is an excellent resource for online radio stations.

So there you have it. The 5 steps to effective internet marketing. Now its time to get to work! Remember, the three keys to following these steps are consistency, remarkable content, and…..consistency.

I hope this article provided you with the information you need to developing your online marketing plan . We would love to hear your questions, comments, and feedback! If we can be of any assistance, feel free to drop us a line!

Giovanni-

therecordshop1 (@) gmail.com

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What is the best recording program?

Flimingo Productions: I’ve used cubase 4,pro tools le and sonar 8 producer edition to record and i was wondering in your opinion,which is the most user friendly and best program to use?

Giovanni:

Thanks for your question! Deciding which DAW is more “user-friendly” is really a matter of preference and application. They are all worthy recording applications. When used with high end audio conversion, each one can produce professional results. The type of music you produce can also play a big part in which program is “best.” Pro Tools is usually favored for sessions where extensive arrangement and editing is needed. Their editing capabilities are very user friendly and fast. For sessions with a lot of midi programming, Logic is often a first choice. Their sound engine is designed to support a ton of virtual processing and their bussing system (how each track is combined into the main stereo track) is believed by many to be far superior of most DAW’s.  Sonar, Neuendo, and Cubase were once considered the “consumer” DAW’s by most professionals. However, these programs have stepped their game up and offer a great all around recording platform. Some engineers prefer these applications due to their comprehensive support of third party products, plug-in stability, and console/analog “feel.”

We use Pro Tools HD and Logic Pro, powered by Apogee Converters. I have worked in studios that utilize every DAW and these are the two that I personally prefer. While other DAW’s have become more popular, Pro Tools is still widely considered the “industry standard” In order to accommodate the majority of the market, it is necessary for a major recording studio to offer a Pro Tools HD rig. The ability to edit and arrange quickly using quick keys (no pun intended) is another big reason I prefer the program. I use Logic as my main sequencing/programming DAW. It has a great selection of built in sounds, supports all of my virtual instruments, and is very stable. Logic has recently improved their editing and drum quantization processes. Combined with a revered bussing system, they are really giving Pro Tools a run for their money.

It’s great browse google and review everyones opinion on their favorite DAW. You could listen to me talk for days on what I prefer. But in the end, the only way to really judge which program is most “user-friendly” for you is by learning how to use each one and deciding for yourself.

I hope this article provided you with the information you need to take the next step in choosing the recording program that is best for you. . We would love to hear your questions, comments, and feedback! If we can be of any assistance, feel free to drop us a line!

Giovanni-

therecordshop1 (@) gmail.com

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Choosing a Pro Tools system for your studio

Pro Tools, AVID/Digidesign’s benchmark digital recording software, is synonymous with the production of hit records. Since its introduction into the professional recording industry in the mid 90’s, Pro Tools has remained a frontrunner for audio production. When Pro Tools was introduced in 1991, four channels of audio were available at a price tag of $6000. Thankfully for us, Pro Tools’ capabilities continued to grow alongside the steady advancements of computer technology. As the audio industry began to stray away from major recording facilities, into home studios and bedrooms, Digidesign began developing Pro Tools systems that catered to all levels of audio production. Today, Digidesign offers Pro Tools systems affordable on nearly any budget. In this article, we take an in depth look at three levels of Pro Tools studio systems: The M-Box studio ($250-$1000), The 003 studio ($1200-$2,500), and the HD studio ($10,000+). We will also discuss some important add -on’s that can be a great addition to any Pro Tools System. These include, system upgrades, a master clock source, converters, and control surfaces. First, let’s check out the hype behind the Pro Tools software and the advancements in Digidesign’s latest version, Pro Tools 8.

Introduction To Pro Tools

Pro Tools is a Digital Audio Workstation (DAW). A DAW is comprised of two elements, audio recording software and audio conversion hardware. The software allows for recording, editing, mixing, and midi arrangement. The hardware provides analog to digital and digital to analog conversion of the audio. Pro Tools LE software requires a Digidesign hardware interface in order to operate. Pro Tools HD utilizes Digidesign PCI cards for processing and uses a separate hardware device for conversion.

The Pro Tools workspace is comprised of two main windows. Mix and edit. The mix window contains a vertical channel strip for each track in the session. It is set up much like a typical mixing console. Each channel has inserts, busses, input/output selections, a pan pot, record enable, solo, mute, and a fader. The edit window contains the same options as well as waveforms for each track in the session. The edit window allows you to view the waveforms for each track, edit and arrange the audio, as well as set up markers, and control the transport (play, stop, rec, etc). The editing workflow is one of the most impressive aspects of the software. There are several tools and editing modes that make editing and arranging a breeze. Pro Tools offers a number of playback and record options as well. These include: loop playback, punch record, and loop record. The software also provides comprehensive midi and video capabilities.

In the latest version of the software, Pro Tools 8, Digidesign maintained their user-friendly workflow that helped to make the software an industry standard. There are several new features such as elastic audio, the off spring of the popular audio quantization application, Beat Detective. They have also added more tracks for LE systems (48 mono or stereo), several virtual instruments and plug-ins, and a hip, new design for the workspace. Now, lets take a look at the options for Pro Tools studio set-ups.

Mbox Series ($250-$700)

The Pro Tools Mbox series hardware is a great option for those who are looking for a simple, portable device for recording. The price for these interfaces range from $250 to $700 and includes the latest Pro Tools Software. The latest Mbox hardware consists of the Mbox 2 micro, Mbox 2 Mini, Mbox 2, and Mbox 2 Pro.

The Mbox 2 Micro is a 24bit/48k, output only USB device that is about the size of a jump drive. It was designed for engineers who want the ability to work on sessions anywhere. There are no inputs on the device. It is equipped with a 1/8″ jack for monitoring.

The Mbox 2 Mini is 24bit/48k, 2 channel USB interface. It is a great option for new Pro Tools users or songwriters who want a simple device for basic recording applications. The Mbox 2 Mini is equipped with one XLR input with 48v phantom power, two 1/4″ inputs, two 1/4″ outputs, a headphone output, and combined volume control. There are a few downsides of the Mini. It does not include a midi I/O or separate volume controls for monitor and headphone outputs.

The Mbox 2 is a 24bit/48k, 4in/2out USB interface. It offers a few more features than the mini. It is a good choice for someone looking for a basic interface that includes midi capability and more extensive input options. The Mbox 2 features two preamps with 48v phantom power, two analog inputs (XLR or 1/4″), two digital SPIDIF inputs, two 1/4″ outputs, midi I/O, a headphone output and separate volume controls for monitors and headphones.

The final piece in the Mbox series is the Mbox 2 Pro. It is a 24bit/96k, 6in/8out fire wire interface. The Mbox 2 Pro is a great buy for beginners looking to get into more advanced sessions and professionals who need a reliable device for remote recording. It offers two preamps with 48v phantom power, four analog inputs (XLR or 1/4″), two digital SPDIF inputs, six 1/4″ outputs, midi I/O, two headphone outputs, and separate volume controls for monitors and headphones.

The M Box series hardware is a solid option for mixing on the run, portable recording, and basic demo sessions. However, if you are looking for a more advanced device with the ability to handle larger sessions, the Digidesign 003 could be what you are you are looking for.

Digidesign 003 Series ($1200-$2500)

The Digidesign 003 is 24bit/96k, 16 channel Pro Tools interface. It can be found in countless project studios, as well as the B rooms of several major facilities. It is an effective workhorse, offering a wide range of amenities for those not ready to take the leap to HD. The 003 interfaces range from $1200-$2500.

The 003 provides four pre amps with 48v phantom power, 4 XLR inputs, 4 1/4″ inputs, 8 1/4″ outputs, 2 1/4 monitor outputs, 8 channels of adat I/O, word Clock I/O, midi I/O, two headphone outputs, and separate volume controls for headphones and monitors. The 003 also includes 8 motorized faders, led/lcd displays, solo, mute, record enable, and pan knobs for each channel. It offers a transport, a jog wheel, and insert/send assignment as well. The 003 is also available in a rack mount version. The 003 rack has the same capabilities as the 003, but the control surface is excluded. Before we get into Pro Tools HD, there a few add-ons for Pro Tools LE systems that are worth considering.

Pro Tools LE Upgrades

Digidesign’s Pro Tools LE software is stocked with many great plug-ins. But, as we all know, you can never have enough options. So Digidesign developed a couple upgrades that offer a comprehensive bundle of additional options for Pro Tools LE users.

The Music Production Tool Kit offers an upgrade to 64 tracks of audio, multichannel beat detective, and a killer plug in selection. The plug-ins include TL Space (convolution reverb), Smack (compressor/limiter), Eleven (guitar amp emulator), and a few more great tools.

Digidesign also offers an upgrade package for Pro Tools users who utilize the software for video production. The DV Toolkit offers an upgrade to 64 tracks of audio, Digibase (file management tool), Digitranslator (OMF, AAF, and MXF conversion), and Time Code/ Feet and Frames capability. The upgrade also includes a number of plug-ins, including: DINR (noise reduction), TL Space, and X-Form (TCE and pitch shifter).

Adding a set of high-end audio converters is one of the most effective ways to instantly improve the sonic clarity of your Pro Tools LE Studio, if you utilize outboard recording gear or digital audio devices. The sonic clarity of an external clock source and high-end audio conversion can drastically help take your Pro Tools LE studio to the next level. If this is something you are considering, I suggest trying out a few options to see what sound appeals to you. Some high-end clocks and converters include Apogee, Antelope, Lynx, and Prism.

Pro Tools HD Studio ($10,000 +)

The final option for a Pro Tools studio is Pro Tools HD. Pro Tools HD systems are catered toward the professional audio and video industry. It has become a near necessity for every commercial recording studio to house a Pro Tools HD system. HD set-ups start at around $10,000.

As we outlined earlier, Pro Tools HD hardware operates a bit differently than LE. The processing and audio conversion is integrated into a single interface for LE systems. HD systems utilize Digital Signal Processing cards (DSP) and digital converters. The DSP cards are installed in the PCI slots of the computer. These cards are connected to audio converters via a Digilink cable. There are two steps to purchasing a Pro Tools HD system: Selecting a core system and choosing your interface/s

There are three Pro Tools HD Core systems: Pro Tools HD 1, Pro Tools HD 2 Accel, and Pro Tools HD 3 Accel. The Pro Tools HD 1 system includes one HD Core card. The HD 1 system will support 32 channels of A/D and D/A conversion and up to 96 digital audio tracks.

The Pro Tools HD 2 system offers one HD Core card and one HD Accel card. A HD 2 system is capable of handling 64 channels of conversion and up to 192 digital audio tracks.

The Pro Tools HD 3 system is comprised of one HD Core card and two HD Accel cards. HD 3 systems support 96 channels of conversion and 192 digital audio tracks.

Each of these systems can be upgraded by adding additional cards. If you run out of PCI slots you can connect and expansion chassis to house the extra cards. Once you have your HD Core System, you will need to add a Pro Tools HD I/O interface or third party converter in order to route audio to and from the HD DSP cards.

Digidesign has a number of options for Pro Tools HD interfaces. Lets take a look at the two of their more favored interfaces. The Digidesign 96 I/O is a 16 channel, 24bit/96k audio interface. The 96 I/O offers 8 channels of analog I/O (TRS) and 8 channels of optical I/O (ADAT). It also includes an expansion feature, which allows you to connect multiple interfaces together. The 96 I/O is a good option for HD users who are looking for a basic, overdub/mix set up. If you need more than 8 channels of analog I/O or plan to expand your system in the future, you may want to consider the 192 I/O.

The Digidesign 192 I/O is 16 channel, 24bit/192k audio interface. The 192 I/O has 8 channels of AES/EBU I/O, 8 channels of TDIF I/O, and 16 channels of ADAT I/O. There are a number of expansion card options for the 192 I/O. The AD and DA expansion cards give the 192 I/O the ability to support up to 16 channels of analog I/O. The digital expansion card adds an additional 8 channels of AES/EBU, TDIF and ADAT I/O. The 192 I/O also includes an expansion feature, which allows you to connect multiple interfaces together.

Pro Tools HD systems also support third party I/O interfaces. As we discussed earlier, there are many high-end options for third party converters. Each brand offers its own unique “color” to the audio. I would recommend listening to the different options in order to decide which converters are right for you.

Pro Tools HD Upgrades

A control surface is a great addition to a Pro Tools HD System. Control surfaces are digital mixing boards that provide hands on control of your session. They are set up like an analog mixing board and allow for recording, mixing, and editing functions. Digidesign offers a number of excellent control surfaces, including: C24, D Command, and Icon.

Whether you are just delving into the world of recording or are a seasoned professional, there are many great options for putting together an exceptional Pro Tools recording studio. If you are interested in learning more about Pro Tools, visit www.avid.com. They have documentation, reviews, and videos that offer excellent advice on choosing the right system for your needs and budget.

I hope this article provided you with the information you need to choose the right Pro Tools system for your application . We would love to hear your questions, comments, and feedback! If we can be of any assistance, feel free to drop us a line!

Giovanni-

therecordshop1 (@) gmail.com

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Studio Tips: Three steps to effective pre-production

One of the most exciting aspects of my job is having the opportunity to do something new everyday. Running a recording studio in Nashville, I have been privileged to work on an eclectic range of projects. While every record requires a unique approach, detailed preparation is consistently a key element of the process. This week, we take a look at the basic elements of effective pre-production.

Demos: Keep it simple

There is a common saying in the music industry that you can tell you have a great song when you can strip it down to the most basic elements and it still resonates with the listener. Recording a basic demo, or “work tape,” is an important step in choosing the right songs and preparing for the studio. 

Many songs can be effectively demoed with a guitar/vocal or piano/vocal arrangement. For bands, recording a rehearsal is a great way to capture the raw vibe of the tunes. When recording your initial demos, remember to keep it simple.  The “vision” of the material will often evolve during pre-production. You may also find that some revisions are necessary, in order to maintain cohesiveness within the record. A basic demo will provide you, and the producer, with a fresh canvas to outline the direction of the project. 

If you plan on performing to a metronome (click) in the studio, it is wise to record your demo with one as well. Not only is it good practice, but once you begin your demo recording, it is important to lock in the “feel” of the song by finding the right tempo. Once you complete the demo process, the next step is to define your sound.

Define your sound: Choosing your colors

Throughout the process of writing your material, working out arrangements, and recording your basic demos, you have already begun to develop the vision for your songs. In order to define the overall vibe of your record, you’ll want to begin an in-depth analysis of your tunes and outline the basic elements of your sound.   

You can start by defining the “sonic character” of your record. I refer to this as the combination of instrumentation, tone, space, depth, and vibe. For example, if you are recording a rock project you may want a heavy drum sound, wide guitars, in your face vocals, and a “live feel.” A pop-country ballad might call for clean drums, warm guitars, and smooth vocals. Every genre has its basic elements. Developing your spin on the style is an essential aspect of pre-production. However, it can be helpful to analyze recordings that influence your music. Try to use recordings that directly relate to the sound and vibe that you’re after. These “reference tracks” will be an excellent starting point for your production and arrangement. 

The next step is choosing the instrumentation. Listen through your demos and make a list of the instruments required for each song. It will be helpful to make notes of the desired “tone” for each element as well. 

You will also want to begin working out the arrangement. You may find that dropping out, or adding, a section will improve the flow of the song. Where the instruments are introduced, or cut, out can also make a big difference in the dynamics of the arrangement. If you are after a “commercial” production, you may need to revise your arrangement to follow the basic structure of the genre. It is important to maintain your artistic integrity, but there are times where a little compromise can make a song more commercially viable. In most cases, finding a good balance between following the format and maintaining originality is the way to go.

As you outline the elements for each song, it is important to keep the “big picture” in mind. While we live in a time where the single is king, cohesiveness between your songs plays a big part in defining your sound and making a great record. 

Rehearsal: Get it right before you go red

Great recordings come from great performances. One of the keys to an exceptional record is capturing the moment where the emotion is flowing and everything comes together just right. There is nothing that kills the excitement of recording more than trying to figure out the right part in the middle of a session. Taking the time to work out the songs, before your step in the studio, will allow you to focus your energy on the vibe of the recording.

If you plan on recording to a click, it is important to rehearse with one as well. Since you played to a click on your initial demos, it will be easier to incorporate this into rehearsal. It helps to send the click to a pair of headphones for the drummer, as well as running it through the PA. If possible, try recording your rehearsals for reference.

Start by playing through the songs until everyone is comfortable with the tempo and their parts. Once you have the performance down, you can listen back to your recordings and see if there are any revisions that could be benefitial to the arrangement. Don’t be scared to experiment with additional parts, breakdowns, etc. 

Once you’ve got the performances down, take some time to try out different tones to see what works best for each song. A different instrument, amp, or drums can add some flavor to the various tunes. This will also save you time when your dialing in the sounds in the studio.

Now that you have everything locked in, make note of your tones and record the final rehearsal. It will be helpful to listen to these tracks during the time leading up to your recording. This can also be a great reference during your sessions. If you are bringing in any sessions players for the record, be sure to give them a copy of your final demos so they can get to know the songs.

Effective pre-production takes plenty of time and patience. However, if you take the time to get it right before the light goes red, your record will thank you.

I hope this article provided you with the information you need to get started with pre-production. We would love to hear your questions, comments, and feedback! If we can be of any assistance, feel free to drop us a line!

Giovanni-

therecordshop1 (@) gmail.com

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