Bulding up your music career Part 4: How can people find you and what do you want them to know about you!

The first question from the title has everything to do with your marketing plan. However, you need to start with the second question actually, which is what do you want people to know about you? I don’t have specific answers, this one is entirely up to you. But I can tell you this much: you got to be honest, and you have to be consistent. Once you make music, play steady clubs, get to interact with people, built a fan base, you can’t have too many messages. Remember, we talked about the brand and the name of the game is consistency. You are who you are, and your music reflects that, behind every great song there is a history, a starting idea, that has everything to do with the artist personality, with his views and his life stories.  Trying to be someone you’re not will take you nowhere, period. As we are going through life, we change, we embrace new ideas, we explore new territories, and all these changes influence the music you’re doing, but that’s not to say that you’re different; in plain English, think of who you really are, not who you want to be.

Once you figure out the answer, you’re ready to start your marketing plan. The central point for now should be your website (at least until you make the cover of Rolling Stones magazine!). Please do not reinvent the wheel, at least in the beginning. Look around to the artists including the big names and see what are they doing. Do not copy, but understand why they’re having the websites made the way they are. Not everybody is an expert at building websites, however, you have to have in mind the fans, and make it easy for them to get the info they want to have. Study different formats then decide. Pay attention to the structure of it, and start to plan what are you going to put in it.

Your website is the center of it all, and it is far more important than any social media platform. Social media platforms come and go, but your website is here to stay. It is the only place that you have full control, be it design, the relationship with your fans (yes, in Facebook, Linkedin, Twitter and so on you do not own that relation!), you are directing the user experience (the social media platforms don’t care about you, they need to advertise products or games or anything else and use you for that) so you can create a more personal and focused relation and communication with your fans.

A smart website has to offer a pleasant experience to your visitors; however, you have to have in mind that you want you visitors to watch an embedded YouTube or Vimeo video, get engaged and leave a comment on your blogs, download (or stream) a song, purchase your CD or songs or t-shirts, subscribe at your newsletter, follow you on social media and spread the word. You want your visitors to come back, as they want to know more about you, about your gigs, your life. You definitely want all these acts to be as naturally as possible, so you have to put a lot of effort in it. We live in a society where all these are normal, just think of the tons of magazines, TV programs, and so on: they are all based on offering an experience, a virtual life if you want, so you don’t really have to create a new business model, you hjust ave to adapt existing models bringing yourself in the picture and offer something honest and unique… of course, your music must be that way, otherwise we’re just wasting time here.

I strongly believe in being honest and building a fan base one at a time. You may have heard of Rush: they built a fantastic audience during the years, a very loyal fan base, one by one… If you think that it took years, you’re right, but you want this type of loyal fans, they will stand by you, and they will do that for two reasons: first, the quality of music and second, you being honest and consistent on delivery. That is what I would call being professional and passionate about what you’re doing.

So, once you look around, you will get a pretty good idea. I can’t really advise you how to do it; suffice to say, there are many options, from doing it yourself – you need to buy a website design software – to have a professional doing it. There are also many websites that are hosting and give you the tools to do it, or just do it for you. Every scenario has pros and cons; I would however do it the most professional way. And that doesn’t mean you can’t do it if you’re not a professional website designer, because you can, it is not that hard. But what makes the difference is the quality of the pictures and videos you are using, and here I advise you to use somebody who knows his stuff; the same applies for the general layout and for the combination of colors. The main things here are to 1. Get informed about websites; 2. Know what you want with it 3. Get it somehow. Is that simple.

Stay tuned,

Flo Fandango

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