ARTIST PROMOTION

As you begin working with your clients, one very important aspect of your role as an artist manager is to help them make good decisions related to promotions.  For new bands, a manager needs to help them navigate through a plethora of choices related to social media, promotional giveaways and branding.

In regards to social media, there are numerous sites available.  The key is to understand the value of this medium.  It’s not just for kids anymore; it has become a necessity in terms of reaching mass audiences.  Social media has revolutionized the way we seek, find and engage with others.  As you work with the band to determine which sites to use, an important thing to remember is that fans expect two-way communication via sites such as MySpace, Twitter and Facebook.  Simply providing your gig dates won’t be enough to keep fans interested.  Be creative by uploading videos to your website and YouTube, providing frequent updates, and delivering postings that entice fans to visit your sites often.  For musicians, knowing how to use online resources to build a fan base can make the difference in being a local artist versus a national or international artist.

Promotional giveaways for musicians can include tee shirts, wristbands, posters, and even free music.  Fans appreciate these types of items and it supports your efforts to build a fan base.  In terms of music, you may consider uploading your artist’s tracks on sites that allow free downloads such as DatPiff.com. If your artist balks at the idea of giving away their work, refer them to this article related to the benefits of providing free music.  Another type of promotional giveaway is a media press kit. This kit will provide venue owners with information about the artist and a sample of their music.  I am currently working on a media press kit for the band I represent.  I have created a project timeline and the band has agreed to the contents.  Various band members have been assigned to complete tasks.  This ensures that everyone works together as a team and has some ownership in the final product.

Finally, it is important to assist in developing the artist’s brand.  They may lean toward the outrageous like Lady Gaga or Nicki Minaj; or they may be more subdued such as Maxwell or Jill Scott.  As their manager, you should encourage them to be true to themselves.  Trying to maintain a persona that is not authentic can be taxing, and this energy should be used for their creative endeavors.  An artist shouldn’t feel hindered by their image.  Their brand should be a reflection of them and their music.  They should be confident in who they are and the talent they possess.  Your encouragement in these areas can help propel your artists to successful careers in the music industry.