Final presentation for Communication in Society

1. Independent musicDigital
Grassroots &
marketing

2. What is considered independent ?
 used to describe artists who exist apart from major
commercial record labels
 DIY approach to recording and publishing
 most independent artists are unsigned or signed to
small indie labels

3. What is grassroots marketing ?
 marketing a company, organization, products, or
services on a local and personal level
 some companies also offer fans perks for:
 joining/starting street teams
 postering
 word-of-mouth
 door-to-door

4. Example : Aware Records & A 2 management
 Aware Rep Program
 founded in 1994
 900+ reps in U.S. & Canada
 reps can make contacts and
gain experience in the music
industry while promoting great
music on a local level
 do everything from hanging
posters for upcoming concerts
and CD releases, to hosting
listening parties and selling
merch for artists at their shows
 was put “on hold” in April, due
to new digital marketing
techniques

5. What is DIGITAL marketing ?
 the promoting of brands using the internet, mobile and
other interactive channels
 the use of digital technology and processes in the
development, distribution, and promotion of products
and services
 for example:
 social networking sites (Facebook, MySpace, Twitter)
 Websites geared toward certain genres
(AlternativeAddiction.com, Unsigned.com,
AbsolutePunk.com, etc.)

6. Examples : Taxi & Evolvor
 Taxi.com
 website that connects artists with industry
1 1,000+ members
 cost:
 $300 to join
 $200 to renew every year
 $5 per song submission fee
 problems:
 no details about who is posting opportunities
 once music is received and reviewed by Taxi “experts”, it is just
placed aside to wait

7. Examples : Taxi & Evolvor
 Evolvor.com
 offers consulting and marketing services to labels and
bands
 also offers blog posts related to music industry
 dedicated to sharing digital marketing knowledge and
advice with emerging artists as the music industry begins
to change directions
 more concerned with advising artists than making
money off of them
 marketing over distribution

8. Combining Digital & Grassroots Marketing
 Chris Blackwell, Island Records
 http://www.artistshousemusic.org/videos/chris+blac
kwell+on+pop+culture+grassroots+music+and+the+fu
ture+of+music
 ThinkIndie.com
 affiliations with independent record stores
 allows indie/unsigned artists to sell music both in-store
and digitally

9. Questions or comments?