What Can Artists Do To Cut Through Online Clutter? – A SXSW Report

The promise and power of the net for digital music distribution and marketing is not a new theme. But analyzing just what is and isn’t working is new; and SXSW seems to be one of the places where this discussion has finally sarted.

"The streets have moved online," commented Jeremy Welt, VP of New Media at WB during a Friday  panel of top digital executives as reported by Digital Music News.  "…Welt pointed to the importance of knowing how to energize a targeted audience on the internet. ‘You wouldn’t want someone handing out hip-hop samplers at the library,’ he said, while noting that some groups are simply missing their promotional mark online…"

"…Jay Frank, head of Artist and Label Relations at Yahoo Music, encouraged bands to know thy  audience. ‘You can miss out on a complete market just because your ego tells you that you have a different audience,’ he said…(Emusic’s)David Pakman…encouraged bands to do the legwork on their metadata, which makes the job of music programmers at digital music stores that much easier. "You have a higher likelihood that your obscure new artist will get into a recommendation stream," Pakman said…BigChampagne chief Eric Garland encouraged artists to become active participants in the file-sharing phenomenon. "Fans will distribute music without your participation," he said. "If people are spreading your music, you want to be an active part of that, and benefit from that fan interest."

Tell us what is and is not working for you online