Ariel Publicity

It happened a few weeks ago in Australia.  I was standing at the opening cocktail reception for APRA’s Song Summit Music Conference overlooking Darling Harbor in Sydney, and I was chatting with a perfect stranger (who it turns out is a very famous Australian musician with quite a few top 10 hits in Oz).  Noting my foreign accent he asks “What brings you here?” “I teach artists about online marketing and social media.”  I answer sheepishly, because this news is not always met with elated enthusiasm.

Him: Really?

Me: Yes

Him: You know one thing I have noticed about Social Media and marketing…

Me: What is that?

Him: I noticed that you don’t really have to be a great artist or well respected by your musician peers to succeed now a days – you just have to be really good at marketing and you get more success than you ever would have in the past.

Well, he’s right. I’m not saying that his point is fair and he only voiced what 99% of most musicians only think: That guy’s music really sucks but he got good at being pushy on Facebook and so he gets more people to his gigs than me, and he sells more than me.

Really? Is that what you think?

What I would say is: It doesn’t matter if you think that musician sucks. The POINT is that artist managed to identify and relate to enough people who think his music is great and his fans reward his efforts. So, stop judging others and worry about how to make a difference for yourself.

Why?  Because there are 500,000,000 people on Facebook to connect with.

And anyone can connect with a few hundred people, forge great relationships and then market music that those fans who want it and like it. Simple.

What is NOT simple is getting your judgments about yourself and other artists out of the way and just diving in.

So here I am to debunk a few of your (ahem) resistances and the aforementioned one is #1 on the list of….

Top Seven Reasons Why Artists Strongly Resist Social Media

#1: I don’t want to be pushy and over-hypey, like all those other artists that I hate. (or “I hate the way he markets and I don’t want to market like him!”)

OK – so talking about yourself is icky.  But having people love your music is wonderful. So my advice is: when you use Social Media, take the spotlight off of YOURSELFF and shine it on OTHERS (the people in your community/ fans / friends).

Share things that feel mundane. Don’t even think of marketing yourself or your music for a few months until you get the hang of it; and then after you do, use it to gently lead people to your newsletter sign-up, your website, and to help yourself with Google rankings.

Keep this in mind: 78% of people trust peer recommendations (i.e. the “Like” button on Facebook) for products and services that they BUY.  Only 14% trust TV/radio/print advertising (source: Socialnomics). You need to be one of the artists that peers are recommending.

#2. Promoting my music on Social Media won’t put any money in my pocket I’ve tried it and it just creates more work for me.

Here is what is true: Social media most probably won’t directly put money in your pocket in the short term. But when used in concert with traditional marketing and as part of a plan it can be integral in re-enforcing relationships between you and your fans which will down the line lead them to a point of purchase.

In a recent Top Spin training class I learned that being Googlicious (your Google rankings) and your email newsletter list are two vital components to putting money in your pocket and social media can help you strengthen both.

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VIDEO: Ariel Hyatt and Derek Sivers: Getting Your Music to Bloggers, Podcasters& iRadio DJs

I really loved the pieces that Chis Bracco has written on MTT on Blogging and I wanted to add some thoughts on getting blogs to write about you.  His strategies are rock solid and full disclosure he used to work with my company and he is indeed very effective at getting bloggers to cover artists. Read Chris’s piece here: http://bit.ly/a1Mm8dl

I know that blogging seems like yet another unbearable thing to take on so there are 2 ways to approach this

1. Become a reader and commenter
2. Become a reader, commenter and blogger yourself!

Q: How Do You Play Ball with the Bloggers?
A: Become a reader and commenter

I highly suggest that you try to get familiar with the blogging world by reading blogs and posting comments on blogs you like.

THIS IS THE WAY TO GET KNOWN IN THE SOCIAL MEDIA WORLD!

CAUTIONARY TIP: If you are posting on a blog who has not already covered you DO NOT HYPE YOURSELF. Bloggers hate it! Instead, you can leave comments about something THEY wrote and include your sig file with your name, band name and a link to your website. This is a subtle way of letting the blogger know you are a musician without saying: HEY! REVIEW ME! If they like your observations about them and what they write, they just may.

GET SEEN

Create profiles at Google (http://iGoogle.com) and Friend Feed (http://FriendFeed.com) and add the RSS feeds from your different social networks. These profiles will feature updates from your RSS feeds, and enable you to follow your friends and favorite blogs in one place. Other people will also be able to see all of your various feeds in a central location.

Add your blog’s RSS feed to your Facebook profile(s) and your Facebook friends can also see your updates on your Wall.

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Today is my birthday and today I have a great deal to be thankful for. To have a long career in the music business is something I’m very proud of. These past 12 months have been an incredible journey and I want to acknowledge a few people that have made it a year to remember.

And I want to remind us all about something Derek says, It all starts with who you know and it’s our connections to each other in the world that make us.

Derek Sivers

Most of you know (and worship) Derek. The reason why is because you have probably met him, and because he has probably given you great advice on how to make your music career better (or better yet, he has written you a check for your music). Even though he’s not in charge at CD Baby anymore, what he created so lovingly and well lives on with his spirit intact.  But there’s a part of him you may not know.  He’s an impeccable friend.  When the phone rings it’s never “how are you?”  It’s always….  “Have you ever thought about what you would do if one day (fill in the impossible, and most thought-provoking question you can think of…)  Derek is always helping me push my limits as a creative entrepreneur  and my the re-invention of my business has a lot to do with him. Derek remains my sounding board in this business. On days when I get discouraged and think it all won’t fly couldn’t fly, he is my biggest cheerleader and thought provoker and idea generator.  Thanks D…

Millie Millgate

If I had to nominate the hardest working woman in the music business,  Millie gets my vote.  As the head of Sounds Australia , her job is to make sure all Australian artists who attend international music conferences (SXSW, CMJ, Liverpool Sound City, Great Escape etc.) have a platinum experience, and because of her they do.  Its so easy to go to a conference and get swallowed up by the overwhelming experience but Millie ensures that this won’t happen by  getting her charges connected to all of the right people to not only play in front but also meet and network with. She never stops thinking about how to make each conference better and more effective for artists, label owners and managers. Her book on how to tour Australia, where she covers every possibly angle and answers every possible question you may have is like everything she does detailed , meticulous, and impressive.  She inspires me when I watch her in action…. She graciously invited me to Australia last September, and introduced me to APRA who hosted a series of master classes, and I’m here now at Song Summit celebrating my birthday in gorgeous Sydney.

Shelley Nordstrom

I had never heard of the ECMA’s when Shelley first invited me to come speak at The East Coast Music Awards conference and ceremony.  What I‘ve discovered is some of the most incredible talent I have ever seen (Hey Rosetta, Joel Plaskett, and David Myles are just 3 examples). Shelley ‘s job is to invite international delegates to attend the conference and experience the jaw dropping talent and ensure that that talent leaves the East Coast of Canada.  She and the entire conference make guests feel like complete rock stars.  I have never been so well taken care of at any conference, and because of Shelley, I have met life long best friends and colleagues, 2010 was my third trip to the East Coast of Canada and I’ll go back every year (if I’m invited).

Anna Hildur

In September 2008, Anna Hildur, the head of IMX, The Icelandic Music Export, invited me to Reykjavik to speak at the fabulous You Are in Control conference. She chose me not only because she wanted someone to speak about how social media is affecting musicians, but also because she wanted more women to speak at the conference and I was honored to be included. To watch Anna in action is marvelous. She wields two cell phones and switches between her sing-songy Icelandic and English, (depending on which one is ringing) and I can’t find one Icelandic artist who doesn’t know her personally. When the financial crisis hit Iceland, Anna, and I co-developed an online course to help Icelandic artists fully master online marketing and PR so that they could get exported the most efficient and cost –effective way she could think of.  I have been introduced to so many amazing musicians through that experience and have had the great pleasure of working with over 40 bands and musicians from the land of fire and ice including Ólafur Arnalds, Sunna Gunnlaugs, For A Minor Reflection and Dikta

Derek, Millie, Shelley & Anna, I couldn’t have done my dream without you,… I believe there is no luck in the music business. Luck comes concurrently with dedication and hard work and by having others help you along your journey.  My journey would look profoundly different without you.  Thank you from the bottom of my soul for all you do for me and for musicians around the world, and for all you do for me.



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I love making a difference. When musicians come up to me at conferences or at gigs and say “Thanks for writing your book, it really helped me learn how to market and promote myself more effectively.” Or, They say: “I read your articles online and they really help me and my band.”  It makes my day.

So, when my former housemate (and GM of the Fox Theatre in Boulder CO) Bill Bennett called me last year and asked me to be on the board of Sweet Relief, a charity I have long admired I jumped at the chance.

It’s all over the news these days: Approximately 15% of Americans are without health insurance, but when it comes to musicians that number sadly exceeds 45%; and that when faced with a medical emergency or disabling event there are very few resources for support that a musician can turn to. Since 1993 Sweet Relief Musicians Fund has been a strong and steady resource for professional musicians struggling with illness, disability or age related problems; but they can’t do it alone and the shrinking economy has made it that much harder for them to help (read: fewer people are donating individually).

So, I would like to ask you for a favor today and for the month of June….

It will take less than 30 seconds of each day and you will help save the lives of musicians in need.

Sweet Relief has qualified for the Pepsi Refresh Project. During the month of June they will be competing for one of ten $50,000 grants with the winners being determined by number of votes. Participants can vote once per day until June 30^th. By visiting http://pep.si/votesweetrelief and voting helping to preserve one of the few resources that a professional musician can turn to for support when there is no place else to go.

As a thank you in return I offer you a copy of my ebook the Recession Proof Musician so that you will never have to be faced with the problem of having to turn to a charity for medical help.

1. Vote for Sweet Relief (every day if you can) and spread the word via Twitter, FB, MySpace

2. Download The Recession Proof Musician from me to you (just enter your email address and it will be delivered to your inbox – its not mentioned on the site but it’s there for you).

Thanks for making a difference.

Hang With Sweet Relief:

Twitter:  @SweetRelief

Facebook Causes Page: http://bit.ly/sweetreliefcauses

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In this 3-part series I have been talking about an artists 3 separate communities and the fact that you need to think about how you approach each one differently.

Here’s a quick recap:

Community 1: Are your Super Fans (http://arielpublicity.com/2010/04/29/your-three-communities-part-1/)

These are fans who are primarily Your Live Audience. You know them by name. If you play out live, they attend your shows regularly, and buy many things you offer  (not just music). If you have a street team they are on it and they evangelize strongly on your behalf.

Community 2: Are your Engaged Fans (http://arielpublicity.com/2010/05/05/your-three-communities-part-2/)

These fans are your Active Online Audience. They are newsletter subscribers, , blog readers, video watchers, RSS subscribers, active Social Media engagers who frequently comment & engage with you on Facebook, Twitter, and other sites.

This last installment focuses on:

Community 3: Ambient Fans

These fans are your Passive Online Audience and they are your social media friends who are aware of you via Twitter, Facebook, MySpace, Last.fm etc but don’t actively communicate with you and may not have even heard your music (yet).

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Lately, I’ve been heavily exploring the benefits of crowd funding, and wanted to share my findings with all of you. Crowd funding is a very viable fundraising option for independent artists. I have recently spoken with artists who have funded tons of projects by offering fans a variety of “high touch” experiences.

I linked up with my friend Brian Meece, founder of crowd funding platform RocketHub, to elaborate on some of the subtleties related to this topic. I really think that crowd funding is a great opportunity that more artists should take advantage of. It is a terrific way to not only raise more revenue, but also to connect with fans on an entirely new level. Keep an eye out for parts 2 and 3 of this series in the near future, where Brian and I will dive in even more regarding the powers of crowd funding. Hopefully these videos will help you brainstorm ideas that can potentially help your own career.

Check out Part 1: http://bit.ly/crowdfundingpt1

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