I’m Casey Stewart, the Online Marketing Coordinator for Cowbell Digital Music. I’m sure you have read some of the regular posts by Shayne Locke (CEO of Cowbell) offering his thoughts on the label side of the business and the establishment of a new digital music platform with a focus on the music community and industry insights.

In my position at Cowbell, I take care of our online presence and assist artists in establishing a presence for themselves online. Sometimes they are ahead of the game, spread across the Internet, posting regular Youtube videos etc, while some are not even aware of the power behind social platforms like Twitter. I also source relevant information for independent artists to provide them with the necessary tools to remain relevant, present and engaging with the people that matter the most – their fans.

I came across this video over the weekend from the latest Tech Crunch conference, DISRUPT, in New York. The title of the video alone peaked my interest, “Success Strategies for Musicians in the Digital Era.”

Hmmm, what magical formula will they suggest? This is probably just another ’social media expert’ with their run-of-the-mill ‘tips and tricks’. Well actually, I was wrong…

The two speakers are Troy Carter, Founder & CEO, Coalition Media Group and worldwide Manager for Lady Gaga and Scooter Braun, Founder & Chair, SB Projects and worldwide Manager for Justin Bieber … only the two biggest stars of the current music world … and incidentaly, the two artists that have indeed successfully harnessed online strategies to their advantage.

Here is the video link.

And here is a quick run down on the main points of the video, what I personally derived from the discussion and how that may relate to the independent artist.

1. Youtube is one of the main places that artists are now ‘discovered’ by both labels, managers and most importantly … fans.

A lot of people think they already know this, but:

* How many Youtube videos have you uploaded?
* How often do you provide Youtube content?
* Are you using a variety of techniques on Youtube? (i.e are you speaking to your fans, with your fans, about your fans … as opposed to posting a new music clip every now and then).

Justin Bieber, while a unique case, did not automatically have hundreds of millions of Youtube views. Even he had to build that (with the help, strategy and knowledge of his manager and team).
At Cowbell Digital Music, we are looking to introduce Cowbell TV so that the artists on our platform have a ready-made audience and can be promoted effectively but your own Youtube channel is important to make that connection with your fans.

2. The speakers were quite reluctant to discuss the monetization of Youtube, though it is a difficult topic to side-step with such huge names. They did however, stress the importance of treating social media as a communication device, not a ‘tool’. Whether it is true or not, their argument lies in the fact that both Justin Bieber and Lady Gaga like to interact with their fans on a personal level. The catch? The artist has to want to be engaged. You may be wondering what that even means – in a practical sense. An example from the video is that Justin Bieber spends 2 hours a day on Twitter. If you don’t have two hours to spend on twitter, spend one hour, or even 30 minutes, simply engaging with people online and  watch as your fan base builds.

3. There is a balance between using social media to a ‘business advantage’ and engaging with people on a relatable and personal level.

Some people just don’t know how to use social media. They aren’t sure what they can say, when they can say it, or are worried about how it may come across. Do not worry about this! Write what you want to write, when you feel like writing it (within reason!). This is expected across social media. Fans, followers and facebook ‘likers’ know that you have something to sell, they know that you will tell them about your upcoming show or ask them to buy the album or single BUT they also expect something in return … and that is to get to know who you are.

4. Activity on Twitter is essential if only for the immediacy it provides and the personal relationship that it can potentially build.

Twitter is an amazing platform for the immediacy it provides. If you start talking with someone on Twitter, it’s not hard work (140 characters!) an the chances that they will follow back are high because you have shown an interest. If you have no interest, don’t talk to people on twitter; but also be prepared to have no followers!

5. In the “new music economy,” music has to become a multimedia business.

While you still have to engage the traditional channels – as Scooter states – “It’s hard work … you still have to pay homage to radio and kiss a lot of butt,” it is essential to embrace all forms of media, (including – or I should say, especially – social media) to succeed and build a fanbase that will turn up to the ‘main game’ (touring) and build a network that will support you and buy your merchandise when you are at that stage.

6. I think the final point is still important and that is “if you’re promoting shit, it’s still shit.” The indie artist should be sure to produce the best product possible and let it speak for itself … with (of course) some assistance from Youtube, Facebook, Myspace, Twitter…….

Go and upload a Youtube video engaging with your fans and send it through for us to check out!

Casey Stewart

Online Marketing Coordinator, Cowbell Digital Music

Last night Cowbell launched a new artist, Mutto (www.mutto.com.au). No stranger to the stage, Mutto, was originally in a band called Soulframe until his stint on Australian Idol 2006 started an unraveling process that led to a 3 year hiatus. Now back with a new single and a renewed passion, Mutto has had to become re-educated into the digital age.

Focusing on digital downloads, the release of Mutto’s single ‘Wish’ is a momentous occasion as he is one of the first Australian artists ever to release an exclusively digital single available for download from the iTunes store, his own website, and through the use of a ‘Bandtag’ Card.

‘Bandtag’ has been supplying promotional download cards for artists to give away songs for a few years now, however Mutto is the first artist to use the card as a replacement for the standard CD single, in fact the first artist in Australia to publicly shun cds in favor of a digital download card that allows buyers to download high quality mp3’s to play on iTunes or Windows Media Player.

It also allows fans to download a copy of the video in a format that will work on ipods and iphones. Check it out here Mutto – “Wish” video

To top it off, apart from radio giveaways and promotion, last night’s launch was exclusively promoted through the use of social media platforms like Facebook. With over 200 attendees, the success of the night is a perfect example of the importance of social media marketing in a digital age. It is a new digital era and artists like Mutto demonstrate how results can be achieved online.

As more artists like Mutto and Nomy reach their full potential they present a very real opportunity for new artists trying establish a solid base. As advocates of the digital age, Cowbell and I will strive to uncover more examples of how new artists are using the internet and its many tools to advance their careers. Stay tuned!

Over the past week I’ve come across three music industry pundits discussing the importance – or lack there of – of the album in today’s wide open arena of music marketing. I thought I would share them with you below and then offer up a few of the reasons why, as an aspiring artist, an album isn’t in my immediate plans.

So, if you are an artist these are great reads. They will give you some perspective into how you might want to formulate your marketing strategy from this point forward.

And, if you are a fan who likes to geek out on anything and everything music, you’ll like it too. After all, you are the most important piece of this entire puzzle. Check it out and let us know what you think. Read the rest of this entry

Ever thought about hiring an artist or a band to come and play right in your living room? If so, today is your lucky day. Over the last few days, I have stumbled upon three websites that are making it their mission to hook up artists with people like you that are willing to try something different for their next party or social gathering. Those three sites are; PrivateConcerts.com, ConcertsInYourHome.com and MPTrax.com.

Now I didn’t see John Mayer, Springsteen or Metallica looking for work on any of the sites – not that most of us could afford their services anyway – but, if you look listen around, you will find some talented artists for some pretty reasonable prices. And I imagine the talent pool will only get better as the popularity of these sites grows.

I think it is a great idea for both the fans and the artists. Hell, as soon as I get my music up and running, you can bet I will be throwing up a profile on one or all of these sites. I mean, how cool would it be to be invited into someones home to party with someones closest friends AND get paid?

So next time you are looking for a live music fix, why go out to the club or coffee shop? Hop on to one of these sites and then hire yourself a capable musician to entertain you – and your pals – right in the comfort of your own home.

If you are an artist or band looking for a place to send your music demo, not only do I have a great suggestion for you but I have a few ideas on how you promote your music while your at it. Check it.

A few months back I started looking around for places to send my songs so that – if ever get around to finishing and recording them – I would have a solid strategy for giving them the best chance to be heard by reliable poeple.

I know, it is a pretty “horse before the cart” approach but never mind me, I wrote this to help you. Here goes. Read the rest of this entry

Guest post: Treadmarkz is my brother-in-law, a Human Beatles Encyclopedia and the author of the weblog Treadmarkz.wordpress.com.

I am sure you have heard all the hubbub, but maybe you never quite knew what it was all about, this thing, this MANIA called the Beatles. If you have been thinking of getting into the Beatles (and I mean really into the Beatles, not just buying their latest Greatest hits compilation) this is not the Beatles’ Top 12 Best Albums, and I am not reviewing each album. This is just the order you need to buy them in, in order to feel the full effect of what they did.

The chronological order in which they were originally released seems like the most sensible way to do it. But this isn’t sensible. If you get into the Beatles you have to be prepared for a little disjointedness and things that come out of left field. You don’t have to follow this guide exactly, and as you will see, I give you opportunities to make your own choice. Also, this is just the original Beatles Music we are talking about here, not Let It Be…Naked, or the Love Album. Having said that, I give you…The List: Read the rest of this entry

I recently received a question from a musician who is having more than her fair share of problems obtaining print media coverage in areas where her band is touring.

Hopefully, my advice and ideas that I gave her can benefit you and your band as well should you experience similar difficulties with obtaining print media support for your gigs/tours. Read the rest of this entry

Just passing this on. Jessica Brandon at IAMA sent this to me to pass this on to all of you artists out there. Check it out.

The 3rd Annual IAMA (International Acoustic Music Awards) is currently accepting entries. IAMA (International Acoustic Music Awards) promotes excellence in acoustic music performance and artistry. Acoustic artists in various genres can gain exciting radio and web exposure through this competition. Participating sponsors include D’Addario Strings, New Music Wekly, Loggins Promotion, Airplay Only, Superdups, Acoustic Cafe Radio Show and XM Satellite Radio.

IAMA is open to all independent artists and labels. Unlike other music industry competitions, IAMA focuses on developing new markets for Acoustic artists, labels and CD releases.

Win prizes in 8 different categories: Folk/Americana/Roots, AAA/Alternative, Instrumental, Open, Bluegrass/Country, Best Male Artist, Best Female Artist, Best Group/Duo. There will also be an Overall Grand Prize winner awarded to the top winner worth US$11,000, which includes radio promotion to over 250 radio stations in US and Canada!

Winning songs will be heard on radio! Winners and runner-ups will be featured on IAMA’s compilation CD.

Judging is based on excellence in music performance, songwriting/composition and originality. All entries submitted will receive judging sheets containing comments and ratings by e-mail. This is open to any artist who has a CD independently released on a record label, distributed by a major or self released. Winners are selected by a panel of established artists and industry professionals. Past years winners include: Fertitta and McClintock, Jen Foster, David Francey (Canada), April Verch (Canada) and Millish.

Winners and finalists of the Awards will be featured in the IAMA website and e-newsletters, read by music press, talent buyers, promoters and other industry insiders. All songs submitted must be submitted must be original and submitted on CD, the artist may perform original material not yet released and written by other songwriters or composers. DEADLINE: All entries must be postmarked by November 9, 2007 or earlier. Check out:

http://www.inacoustic.com

Jessica Brandon
Artists Relations
IAMA (International Acoustic Music Awards)
*Excellence in Acoustic Music

http://www.inacoustic.com

info@inacoustic.com

I can’t wait to hear the results.

Do you listen to internet radio? If so what are you going to do tomorrow?

Not sure if you knew this or not but tomorrow there will be a internet radio blackout to help further the cause of the SaveNetRadio campaign. They are protesting against the proposed internet radio royalty hikes. Here is a heads up as far as what you can do if you have nothing to listen to tomorrow.

The heads up comes from a suggestion that Adam Curry made in this post on his blog the other day. Curry is basically promoting his own Podshow.com and Pod Safe Music Network but it is all good stuff. Either one should keep your toe tapping just like any other day.

I haven’t done to much with the Podshow site but, in preparation for my upcoming podcast, I have spent a ton of time on the Pod Safe Music Network. There is a ton of good stuff on there if you look around. Also, you might want to check out Adams podcast; The Daily Source Code. There is a huge backlog of shows that are entertaining, offer a few laughs and good music.

There ya go. Now you have another avenue to take tomorrow. Don’t be left in the dark (or should I say silence), go check out Adam Curry’s internet radio blackout alternative now and start preparing.

If you are looking for a concert this weekend you might want to check out this site; BeeThere.net. It is a concert search engine which lists a large number of shows around the US and Canada. It is totally free and you can search by city or by your favorite artist or band.

This site is a useful tool for both fan and artist. For the fan there are a bunch of things you can do like; create an artist watch list, load artists from iTunes and get customized updates via email or RSS notification. They also mention something about the opportunity to get discounted tickets and win prizes.

For the artist you have another great tool to stay in touch with your fans and get nationwide coverage. You can add a bio and upcoming your show information.

Being an artist and fan, this sounds like a pretty good deal to me. Check it out this handy concert search engine now.