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Leanne Regalla

FANTASTIC article! Total sense! Thanks so much, someone's gotta be a voice of reason. I'm gonna save this and share it for sure.

Zain Lodhia

Agreed. Not enough focus is being placed on the fact that its more about what you have to offer rather than how you offer it. If you have something good it will build momentum for itself using any of the tools. Once you reach that stage, then start branching out to reach a broader audience. Thanks for the reminder!

Eric Hebert

Just an FYI everybody there was a mix-up in who wrote this (I'm sure Bruce will fix soon!)

It was ME! And props also to Greg who originally posted it.



Thank you! This really needed to be said.

Erik Peterson

Be weary of the music industry bloggers you follow. There are a lot of good ones, but there is also a good number who only repeat info they read elsewhere.


This is why copyright needs to be protected. So content of value can be created.

Tripp Gobble

What about the lack of a barrier to entry, ie all these services are free? I think that's at least a partial driving factor here: bands migrate to what might be "the next thing" more than anything because they know that service is free, so why not set the account up? In particular, independent bands have such a connection to their audiences these days that they want to look just as trendy and relevant, let alone they understand our collective penchants for adopting new media and content publishing platforms. IT IS keeping up with the Joneses, but I think there are a few more layers to it.

I totally agree with regards to focusing your presence and controlling your audience and your data, its just hard to do with little to no money for development and the generally apparent misguided message about what it takes to gain and maintain fans as well as present a robust brand identity.


The biggest myth ( entertained by the so-called media experts ) is that you can build a fan base through social media. Social Media can be great to maintain and nurture an already existing audience, but not to build one.

Wells Baum

Thanks for the diatribe. You're right, the best content should live on your blog, preferably one that is SEO driven like Wordpress (Tumblr SEO sucks) and then using the tools like FB and Twitter to promote. Sure, you can engage fans on FB and Twitter but the in depth catalyst starts from your long-form ideas.



Excellent, but where is the article on how to create the "right" kinds of content?? THAT'S the one I want to read.


If you checked the link out I have the answer for you. It's not an article but a video presentation:


Real J.O.B

great article. thanks!

Clyde Smith

Eric, you make some interesting points as usual but calling whole groups of people idiots, telling people to shut up, etc., as you've also done in some form in every comment of yours I've read, seems a bit overdone.

That said, does this approach help you establish credibility with your target market, i.e., musicians who need marketing help but are suspicious of marketers?

I'm betting it does and I think this is an excellent example of how to turn a rant into a marketing event for your services. That's something that most business schools would probably have discouraged you from doing and here you are making it work!

I appreciate that.


Absolutely epic article. Most artists don't even realize they are making these third party sites money, when they could potentially be making money by promoting themselves on their OWN site...Excellent work sir!


Thanks Bruce. Just when I thought Hypebot had nothing useful to offer artists, this article comes along. It's a tune I've been piping for a while now... If you want to progress as an artist, then you need to start ignoring all the Internet chatter and simply stop caring about the latest social media hype. FOCUS ON MAKING SOME FUCKING MUSIC YOU TWATS!


Great article. There are so many tools to market yourself as an artist you have to pick and choose the ones that work for you and not follow the crowd. That's why you need to create a marketing plan. You know your band, identify your target audience and use the promotional and marketing strategies that work for you within your budgetary constraints.

Be an individual.

Bruce Houghton

Thanks for hanging in there. It's a process. Hypebot's job is just to get the debate started.


Yeah I do that a lot. I'm just trying to be real and authentic and I've found that when cursing like a sailor people stop and listen.


Try here http://www.musicthinktank.com/blog/the-musicians-social-media-food-pyramid.html :)

Hi res copy ---> http://arielpublicity.com/2010/09/09/can-you-eat-then-you-can-master-social-media/

(I actually have this as my desktop picture for quick reference when I'm stuck.)


Just a point on Tumblr. It seems to work really well for visual artists. I have a few photography/video friends there and they seem to have built strong communities around their work.

I do like it, but don't spend much time there as I really can't work out how to integrate it to the full extent without spending too much time there. For now, Tweets and blog posts are synced and that's about it.

Indendent Music Promotions

I'd like to say a big Kudos for this article. And it's not just bands, it's businesses that fall victim to this mentality. It seems to be epidemic all across the spectrum. This is what I've switched my focus completely to educating bands about. If bands started to think more like the smart writers who think "useful and unique content", there would be a lot less garbage to sift through and a lot more solid material.

This message really needs to get out there!
- James Moore, yourbandisavirus.com



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