Next Step: Funding

I must admit, here in New Zealand, we are pretty lucky. I'm not sure if other countries have anything similar (would love to hear if you do). We have this government department in New Zealand called 'New Zealand On Air' (NZOA) where musicians and bands can apply for funding for creating music videos (and other things including new recordings, albums etc). The whole point is to fund music videos for broadcast on music television shows and music television channels and in turn increase the number of local songs played on commercial radio. So to be eligible for Music Video Funding, the submitted song must exhibit potential for radio and television airplay.

Up until now, whenever we applied to NZOA for funding, we always got turned down - saying the music wasn't "commercial enough". Well, after the 'showcase' for 'Charlie' a month ago, Charlie told me that we should find it easier to get funding now. Apparently he had a word with the top guy there who was very impressed with what he had to say and also with the amount of views the band have received on YouTube.

So now, applications for funding for a music video close in about 2 weeks time, so I will be getting that off first thing Monday morning - will let you know how we get on with that!
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Promotion Is The Start - But 'Connecting' Is The Key

Let me give you a scenario: You're out on the town with your mates, checking out a couple of original bands. The first band comes on, they play an hour of cool rocking songs, they finish and head back off the stage. The second band comes on, they also play an hour of some cool songs, they finish up, they come off stage and go mingling with the crowd - one of the members comes up to you, introduces himself, asks if you're having a good night, did you enjoy the music etc.

Tell me something: a week later - which band are you going to remember? The one that went on stage, did their thing and left again; or the one that went on stage, played their songs and then came down and chatted to you? Well, for me, it's definitely the latter. There's something about being approached by someone that's just been on stage and now they are giving their sole attention to you. It makes you feel special and that your opinion matters. Suffice to say, it's one thing to go out and play, but it's quite another to gain, connect with and keep a fan.

You see, promoting your band isn't just about getting people to hear your music and like it. It's also about connecting with those people and keeping them coming back for more. Your fans are going to be your bread and butter... treat them right, look after them, and they will help you promote your band more than you could ever hope. Because one form of promotion that beats all others, is word of mouth. Each of those fans, going and telling each of their friends about you - is the end result you want.

I was reading a while back how Billy Corgan (formerly Smashing Pumpkins) spends as much as an hour a day on the his MySpace site exchanging messages with his fans. He says "For me, it is a way to connect with my fans on a one-on-one basis in a way that I wasn't able to do before. It's much closer to the feedback that I would get from someone on the street".

So, remember, promotion starts the process - but gaining and connecting with fans is the goal.

Free Downloads To Promote? Or Not...

While the internet does have it's major disadvantages, it's been suggested to me from a couple of people, ways of counteracting the imbalance. The main suggestion regarding giving music away for free.

I'm not for that idea, like I said in my previous post, I think that music is worth something because the artist puts so much into creating and recording it. The suggestion that has been made: record one more track than what you need, don't include it on the album and give it away free. (Thanks to Danny and Richard - both had the same thoughts).

Now doesn't that make more sense?! And as suggested, you call it a 'b-side' demo. You are then a) giving away a track that isn't on the album anyway, it's a track that is created for the sole purpose of giving away; b) it's kind of like a taster for people then... they hear it and think "wow, if this is what is considered b-side then I gotta hear the album". People are going to want to hear more!

I think it's a great idea! And have decided that this is what will happen with the band that I manage. Their second album is due out at the end of the year - so one more song will be recorded for the sole purpose of giving away as a free download. It was also suggested to me that this particular song being given away be a cover song. It just so happens that this band do a killer version of "Somebody Told Me" (by the Killers). The boys aren't too keen on doing a cover, but we'll see what becomes. Either way, be it one of their own or a cover, the free download is sure to grab attention if it's quality material. And from a professional band, what more would you expect.

Beware: The Internet's Dark Side

Yes, the internet has a down side for bands and musicians. Over time, I have thought of the internet as a wicked promotion tool for getting your music out there. I still think that it is, however, it has its down side.

Online is a really hard market to be honest, because it's all too easy for people to sit and listen to your music whenever they want. Sure they love it - but something needs to happen to make them go that step further and PURCHASE it. But then, why are they going to purchase it when they can log on, listen to their favourite tunes whenever they want without having to part with a cent?

Perfect example, is that earlier today the band got an email that said "ooh I LOVE your music, I have favourited it, and come on every day JUST so I can listen to it, can't wait to hear more!".

Now, that kind of annoys me (remember, I am thinking as a manager/promoter/business person - not as a musician). I'm sitting here thinking to myself - well, these guys have spent a lot of time and money creating and recording these songs and you're too cheap to do anything but favourite it and listen for free!

Seriously, how is that supposed to motivate a musician? I know there are a ton of musicians out there that won't agree with me, and that don't give a damn about the money. That's fine if you don't wish music to be your fulltime career. But if you DO want it to be your fulltime career then you need to treat it like a business, because that's what it is. If you ran a different type of business and provided services for free, or gave away products - I can tell you now, that business wouldn't last very long.

I think musicians deserve to be paid for their efforts and contributions to the artistic community. But I also think that there are too many platforms that allow the exploitation of musicians and what they create. For example: MySpace - do you know the developers make millions of dollars??! What do the artists that provide the music for the community get? ZIP.

It's made me think twice about the internet and exactly how much music to have available. If you're a big, well-known band that can afford to tour - then it's a different story, I think having your songs up for people to listen to can only aid your cause, because if you're touring, chances are you will gain new fans who will pay to come to your shows. But when you're a band that is just starting out and trying to get known, can you expect to make money online from it and tour? That, my friend, is my million dollar question.

Time To Organise A Tour: Where To Begin?

I briefly mentioned it in my last post, but with the band's second album due out at the end of the year, it's time to think about organising a tour - at least of the North Island. Even though the end of the year is 6 months away, the time to start getting it sorted is right now.

Wow, it's going to be a lot of work - a lot of promotion, a lot of organising and a lot of learning. I think that the promotion is going to be the hardest part - how do you market a band in a brand new city? Or rather, half a dozen cities they have never played in. The best thing I can think of there is that it's important to try and get to a couple of those cities and play before the tour. Even if it's just once - just to get the name out there.

I don't know how big a part the internet could play with this - but I think it's a factor in promoting. Try and build the fan base online at least - let's face it, if they hear the music, love it then they might just be keen on coming to a live show.

Over the next 2 days we are going to be compiling a list of the cities/towns we want to visit, after that it's a matter of researching which particular venues would be most suitable. I have been thinking about how we can incorporate our plan - of how to sell out a show - into this tour, so that we end up with packed out venues and no loss of money. The only problem with that is getting those tickets "sold" before the show. Have a read here so that you know what I'm talking about. Will keep you updated as I go.