The Analysis Of Hype: A Musicians Guide To Online Marketing [2 FREE CHAPTERS]
EXCLUSIVE: After stints in radio and at Rock.com, OurStage and Nimbit, Scott Feldman is that all too rare combination of industry veteran and modern music marketing expert. Last year, he founded D.I. – Why to offer services to indie and d.i.y. musicians. Now Scott's distilled much of what he's learned into a new book The Analysis Of Hype: A Musicians Guide To Online Marketing, and is offering Hypebot readers 2 free chapters.
"A while back," shares Feldman, "I worked for one of the leading direct-to-fan platforms in the biz, and I heard the same complaint over and over: 'I signed up with you guys and you haven’t sold ANY of my music.' It didn’t matter that the company never promised to make people rich and famous and never promised to actually sell a single track. In the musician’s mind, it’s got to be their fault. Who else could it be?"
Some Hypebot readers understand the steps that they need to take towards success, while others don't have a clue. Feldman wrote this book for both, offering information that is tactical, strategic, and direct. "I despise books/lessons that speak in vague generalities and never actually offer any real advice, says Scott. "Ultimately, the only musicians that will survive are the smart ones."
- Exclusive: 2 Free Chapters (pdf)
- Visit the Analysis Of Hype website and buy the book!
Bruce – Thanks for the post! I welcome any and all feedback from folks who read the free chapters.
i tried to purchase but it wouldnt let me
Aaron: what happened? I’m not aware of any issues with the purchase process…
Scott,
There’s some good info in here, but I feel that a lot of these stats are numbers are both volatile, and have the potentially to become dated quickly. In my opinion ROI is extremely subjective, and that the definition of the term “fan” is used kind of fast and loose here. How do you really calculate the value of a facebook fan? what’s the monetary conversion factor here? etc. Even if these came from studies of samples, music is so subjective by genre,listener,individual, socio economic demographic, that I can’t see a blanket set of numbers like that as accurate across the boards.
I guess for me, that 10k of investment is a bit of a stretch for many regardless, and unlike commission based revenues of agents or managers, with marketing or PR you pay a lump sum retainer to get a service. As you said, some people will just take your cash. We also know there are fewer great acts than not so great ones, and people need to eat, so the chances are that a lot agencies are in fact going to tell you what you want to hear.
They’re not your manager, or agent even, that has a stake in how successful you are. We all know the fame comes before the fortune, and it’s easy for someone to point to ten thousand new facebook likes, then go on a tour to lose $15k.
Overall, I really like a lot of the things you have in here, a lot about managing expectations, learning from mistakes, working hard, being realistic, not being greedy. All good stuff. I dunno, maybe with more context some of my questions would be answered…
Gaetano – I appreciate the feedback! The basic premise behind the book is to help artists get themselves established while remaining able to be (honestly) critical about their own activities.
The $10k example is there as an easy measure of where you’re at in terms of how effectively you can market and promote. It would be foolish for me to say you need “500 fans on Facebook” and exactly 1,274 followers on Twitter, etc. The numbers have to be fluid, but artists need to understand that there’s more future potential from someone who liked you on Facebook rather than follows you on Twitter.
Everything in this business has exceptions — and you’re wise to point that out But there’s a much higher percentage of bands who can’t figure out why their Kickstarter campaign failed, their website is horrific, and they’ve got no idea what to do next.
As for ROI, it’s time for bands and musicians to seriously start thinking like a business. This isn’t new logic, but it still hasn’t completely sunken in. By introducing ROI and COA in a clear, accessible manner and applying it directly to a musician’s activities, it starts the ball rolling.
I’d encourage you (naturally) to buy my book and see out the rest of the explanations. This was mean to be a teaser, and you’d get the context you’re looking for with all the chapters and charts …
Thanks again for the feedback!!
–Scott
Being that you’re a marketing guy, marketing his marketing book to musicians to help them get their marketing together….I appreciate the honest feedback!
I completely agree that artists can’t “wait for superman” any longer, and it’s really a cycle of responsibility and empowerment that has to happen within their careers….now. I like what you’re doing here!
I’m gonna grab the ebook.