Industry Experts & Musicians Dish Out Their Best SXSW Tips

As a follow up to last week’s The SXSW Survival Guide, I’ve decided to take some of the best tips from some of the experts of today’s music industry and provide them for you here! I took the time to talk to some of the contributors from our 2009 Indie Maximum Exposure list to see what they had to say.

Over the next several days, I will be posting all-new tips that you can use to maximize your South by Southwest experience.

This advice is divided up into 3 sections

1. Before You Go
2. While You Are There
3. After You Get Home

There are not 100 here but they are some great gems…

BEFORE YOU GO

Read “How to Talk to Anyone” A Week Ahead
So, the week before the conference, read “How to Talk to Anyone” or any book about how to be a great listener. Then, use the conference as your testing ground for your new listening skills. Get extremely interested in those around you. Think like an investigative reporter. Ask follow-up questions about how they got into that. What they love and hate about it. Ask why they came to the conference. Talk about non-work-stuff, too!  Be very curious about their unique perspective. Learn from it.
- Derek Sivers

Envision What You Want Before You Arrive
My first bit of advice: Arrive prepared. Know where will be attending and create some goals before you get there.
- Ariel Hyatt

Attend at Least One Music Conference Each Year
I believe all serious musicians should make it part of their job to attend at least one conference a year. They can be expensive to get to, but think abut it this way: music lessons and equipment were at one time expensive, and those things are also vital for your career. Conferences are the best place to meet people who work in and around the music industry, and conferences are a relaxed environment to connect with people in the industry who can change the course of your career.

Austin, Texas is a wonderful city, and its distractions are many. Keep in mind that this is not a vacation. It’s a work-related learning experience. With a little planning and foresight, you can have a million-dollar conference.
- Ariel Hyatt

Before You Go, Get Connected!
Here are the SXSW Social Media Links:
Facebook: www.facebook.com/group.php?gid=2307340129
MySpace: www.myspace.com/sxsw
Twitter: www.twitter.com/sxsw
- Ariel Hyatt

Use my.SXSW
This online schedule-builder has helped me build some structure within the madness. my.SXSW helps to spot conflicts ahead of time so you can make some informed decisions. So, if there’s a band playing at the same time a lecture is occurring, you’ll be able to see what other times that band is playing. Most bands perform a few times during the week, so you’ll probably have more than one opportunity to catch your favorites and still learn something from the seminars that most interest you.
- Derek Nicoletto

Don’t Worry if You Are Not Playing
Rockin’ SXSW includes pre-planning and finding out who is attending whom I
know or want to know better. With the pressure off, by attending as a non-performer, I can concentrate on meeting people and getting to know peopleI have met a bit better.
- Jennie Walker

Order Download Cards… Better Than Business Cards
Why just hand someone your info when you can hand them free music? It’s not like they’re going to listen to a CD you give them right on the spot anyway, they’re going to have to get back to their laptop before they hear your stuff. Give them a download card and you can carry 500 copies in one light jacket. Try doing that with jewel cases sometime.
- Matthew Ebel

Create A SXSW Survival Kit
My SXSW survival kit includes brand new memorable business cards, which include my photo, artist logo, website site address and twitter account. New artist photos with my logo embedded and inexpensive promo CD’s that are all information and sound with memorable image. While I have official press kits handy, I only give them out if asked. I focus on meeting people, listening, and exchanging business cards.
- Jennie Walker

For Bands: Rent A House, Not A Hotel
Overall, it was much cheaper to bring a full band and sit them in one place, especially since there are no hidden fees or services charges. Leading a band can be a bit like babysitting, so it was super helpful to have everyone in one place (the impromptu acoustic rehearsals and tomfoolery were invaluable). There are last minute cancellations, so check with my favorite house rental site, www.vrbo.com.
- Derek Nicoletto

Try Coupons
I use coupon cards for http://matthewebel.net so the recipient gets a free month of my subscription service. If they want to hear what I do, they’ll try it out. If not, I’m not wasting a $3 piece of round plastic that they’re just going to throw away or eBay later.
-  Matthew Ebel

Don’t Go To SXSW To Be Discovered
I don’t go to SXSW to be discovered, get a record deal, and become rich and famous. I go to get inspired, energized and reinvigorated about music and the music biz. I look at SXSW as a great big music industry family reunion; a chance to see all of my friends from around the country all in the same place at the same time. For that reason, I limit myself to a handful of meetings, and showcases I must see, and leave the rest to chance and happenstance. I bounce around like a pinball from place to place, party to party. Try to keep my cell phone charged and follow my instincts. Despite what most people say, you can survive off shiner bock and pizza.
- Jason Walsmith

Related Articles:

• The SXSW Survival Guide
• Making the Most of Music Conferences: The Musician’s Guide to Navigating SXSW and All Other Music Conferences
• Get Paid in 2010

WHILE YOU ARE THERE

Go With The Flow
Don’t bother jotting down the bands you want to see because chances are, you will not make it to most of them. You’ll be on your way to see the band you “must see,” and you will absolutely run into someone you know on the street, then one thing leads to another, and you missed the show.
- Lou Plaia

Stay Portable
Unless your artist image is “musical Sherpa,” then you don’t want to be tied down to a huge backpack or bag full of crap. You’d be better off having a second-run CD batch made in thin, lightweight packaging OR have some download cards made. Nothing sucks more than hauling 40 pounds of round plastic with you. If it’s too late to make your CD’s in flat packaging (cardboard sleeves, paper envelopes, Tyvek, etc.), don’t lug around a bunch of jewel cases. You’ll be better off in the long run if you can just pick up and move to the next party, function, session, etc.
- Matthew Ebel

Make Free Time
Scheduling meetings is great, but you never know who you are going to run into on sixth street, so leave some holes in your schedule. Some of my best meetings at SXSW have been by chance.
- Rick Goetz

Try Not To Judge A Man By His Business Card
The music business is like that board game perfection. Every few months all the pieces pop up and people land in different positions and in different companies. Do your best to meet people of quality rather than just the people you think have something you need. You never know where people end up and having been nowhere important and somewhere important several different times in my career – trust me when I say I appreciate the people who gave me the time a day when I didn’t have a flashy business card or a lot going on.
- Rick Goetz

Explore…
Leave the main drag and go golfing, or go to a great restaurant on the outskirts of town with a smaller group. These little adventures are great bonding experiences and will keep you fresh for the onslaught of frenzied social activity.
- Rick Goetz

SXSW has a showcase in every nook and cranny of the city. There are concerts in parking lots and pita shops, not to mention Austin’s unique natural attractions. Take some time to get a map and just walk.This is how I found out about the bats that fly from underCongress Bridgeevery evening at dusk.Creepy and incredible to behold.We met a filmmaker at the site as we all crept out from the bats and laughed. He has my card.Films need music and he’ll remember meeting my band at the bat bridge.
- Derek Nicoletto

If You Are An Industry Professional – Go To Panels
If you are an industry professional (not an artist), go to a few panels because you will probably pick up something you didn’t already know. Also, you have a great opportunity to meet with people who know more than you do in their field. If you think you know everything, stay home because nobody wants to hang out with people who think they know it all.  If you are not interested in learning more, or meeting new people in the industry, you are one step closer to failure in this new music business.
- Lou Plaia

If You Are An Artist – Go To Panels
If you are an artist, get your butt to the panels. It blows my mind that only a small percentage of artists show up for panels. You will learn a lot. You will meet a lot of artists that you may be able to work or gig with. Where else can you get the chance to meet people face to face who may be able to help your career?
- Lou Plaia

Panels are great way to learn the latest that is happening in the music business, by actually attending all the panels and taking notes. I like to study the panels ahead of time to determinewhich ones while be the best use of my time. I look at the panelist bios and try to attend panels where I know the speakers so I can say hello before or after the event. Before is always better, as the panelists get mobbed.
- Jennie Walker

Think Of How You Can Help Them
For each person you meet: how can you help them?
Turn to a stranger and say, “Hi. What do you do?”

If you don’t know yet, keep asking questions. (Sometimes the way to help someone is not what you’d expect! If they are painfully shy, maybe the best way you can help them is by introducing them to the next person you meet, or inviting them to dinner. If they are painfully popular, maybe they need your help to escape the crowd for a little peace and quiet.)
- Derek Sivers

Follow Up While Still There
Each night, before bed, enter everyone’s info into your computer, including your notes.  (Trust me: it only takes 15 minutes, but it’s crucial to do it that night before you meet more people the next day!) Send them one tiny email immediately, connecting the digital you to the physical you.  (“Hi John. Nice to meet you today. I’m the one in red who also hates Björk. You were right about the burritos! I still want to see your Malaysia photos. Maybe see you at the wrap-up party tomorrow.”)  Your email signature should have your full contact info.
- Derek Sivers

Musicians Sometimes Do Know Best…
Wurst Dogs really are the best.
Hotel Lobbys have clean bathrooms
Get off the beaten path, check out the small parties; you may discover something.
Stay Sunday and go to The Continental.
Guerros, hand shaken margarita is a must.
Check out the art at the Yard Dog
Share a cab, always. (Last year I shared a cab at 5 in the morning with Luke Doucett, who I had been trying to see play all weekend.)
Make a pilgrimage to the Salt Lick.
If the line looks oppressively long, check the back door.
If you aren’t on the list, act like you know what you are doing and where you are going and people will usually let you in.
- Jason Walsmith

Shut Up After 3 Sentences.
Notice I said nothing about promoting your gig, your band, your service.  You have to trust the Tao of promotion.  This is about them, not you.  Your promotion will come later. When they do ask about you, have a very (VERY!) short but impressive summary of what you do, with one question-inducing curiosity. (“Songwriter of the Crunchy Frogs – the worst punk bluegrass band ever. We’re headlining the showcase tonight. Our singer milks horses.”)

Then seriously, I can’t emphasize this enough: SHUT UP after 3 sentences. Please. Stop there. Don’t pull out your CD. Don’t hand them a flyer. Wait for them to ask, or change the subject back to them if they don’t!
- Derek Sivers

Don’t Push Them
DO NOT push your crap on someone who isn’t asking for it. It’s the biggest turn-off of all. Because it shows you don’t understand the real point, which is…

REAL business is done in the follow-up, NOT the conference itself! The conference itself is a mad blitz of distractions. Only use it for these initial connections, as described above.
- Derek Sivers

Introduce Yourself And Join In!
If you overhear people talking about something that interests you (like a new producer the person is working with, or how one person got their song on a TV show), feel free to introduce yourself and join the conversation. It’s a friendly place where everyone is too drained to fight you or too drunk to
care. Make friends, not enemies and do so nicely.
- Lou Plaia

Support The Unsigned Bands.
STP doesn’t need the support. Yes, I will go see them but I won’t be going to every big artist show. Most of my time will be spent witnessing the future and not the past! Our industry works harder and longer than most industries, so I get why SXSW has become such a party for everyone and that’s cool and well deserved. But if we don’t support the new artists, SXSW will start looking like LiveNation’s top artists of 60+ year olds and no youth, which can only lead to its demise.
- Lou Plaia

Go See Other Bands
Instead of focusing solely on the shows you’re doing, be inspired by what music our colleagues are making.If you dig a show, introduce yourself afterwards.I’ve made some great connections this way, and other bands came to see my band’s shows later on in the week.Seeing other people perform is the perfect way to refuel for your own performances.Get caught up in the energy of it all.
- Derek Nicoletto

No One Wants Your Business Card
I’m stealing directly from Derek Sivers on this one, but don’t hand out business cards. Ask for someone else’s card and get in touch with them later. This is half-true for download/coupon cards as well… but if the card screams “free music” you can be a little more proactive about handing them out. Just tell the person “if you decide you don’t want this, please give it to someone else!”
- Matthew Ebel

Meet Less People
I know this one sounds counterintuitive but I have found that when I picked
a smaller group of people to spend time with that those relationships were more long lasting and more likely to bear fruit. Being a business card whore is okay, but I have found cementing a few meaningful relationships more effective than getting a big stack of business cards.
- Rick Goetz

Write On Their Business Cards
Get their business card. Take notes on the back of it as soon as the conversation is done.
- Derek Sivers

Each time I meet a new person at an event like SXSW, I write on the back
of their business card where I met them and any memorable items we spoke
about; I always have a date, place and event to reference for follow up.
- Jennie Walker

Ask How To Follow Up!
I have learned to always give out a business card if asked and not to be offended if I don’t receive one. I like to ask people the best way to follow up with them on topics of interest while I am in their presence. Every person seems to have a preference on follow up.
- Jennie Walker

Yes, They Will Throw It Out
Assume that anything you hand someone at a conference will be thrown out.  So don’t do it, unless they ask. Instead, if you want them to have something of yours, send it to them separately, afterwards.
- Derek Sivers

Push Yourself
Some people say “It’s a marathon, not a sprint”. My mantra is to always go full speed ahead and enjoy the most that my mind and body can take. If I crash early on the 4th or 5th night, so be it because I know I saw some old friends, made some new ones, closed a few deals, and had a helluva time doing it.
- Lou Plaia

Pace Yourself
You’re probably thinking I mean booze…yea sure – that too… but really I mean being over saturated with parties and people. Rare is the person who thrives on meeting more than 100 people a day so take your time – it’s okay to miss a few events if you need to process all of the people and information that have come your way.
-  Rick Goetz

Sleep
By the time Friday afternoon comes around, you will feel like you’ve been there for three years. One way to make it through to Sunday is to not get plastered every dayand night. There’s too much to enjoy, too many people to meet,and too much work to be done.
- Derek Nicoletto

Don’t Sleep
Don’t worry about how little sleep you are getting…you can sleep on Tuesday. (that is the title of my future book)
- Jason Walsmith

Related Articles:

• The SXSW Survival Guide
• Making the Most of Music Conferences: The Musician’s Guide to Navigating SXSW and All Other Music Conferences
• Derek Sivers 7 Rules of Marketing

So you FINALLY went to SXSW, and now after days of music, food, panels and networking (*phew*), you’re back home. So what can you do now to maximize your time spent in Austin? Here are a few pieces of advice.

AFTER YOU GET HOME

Create Your Own Lasting Media
So, no blog covered your performance?  No photographer snapped your photo for Rolling Stone?  That’s OK!  Make your own media around your experience at SXSW.  Write up a blog about what you did, and who you met, and post it on your MySpace, Facbook and Last.fm. Snap photos and post them on Facebook and Flickr with tags, or record some videos for your YouTube Channel!  Let your experience live online for years to come!
- Ariel Hyatt

Get Them At Their Desks…Not At The Party
The best time to get down to business is when they’re alone, back at their desk, a week or two after the conference, undistracted, and can give you their full one-on-one attention. That’s when you want someone checking out what you have to offer: when they’re focused on you – looking at your site.
- Derek Sivers

Go Old School – Use The Phone & Stationary For Follow Ups
I have learned the strongest way to follow up is with a phone call and a hand written letter or note with material in the mail, because we are all inundated with digital communication. Suddenly a phone call is refreshing and unexpected.
- Jennie Walker

Once Home…Continue Your Relationship
I don’t hesitate to invite someone for a coffee, drink, lunch or dinner in order to discuss something further or get to build the relationship.
- Jennie Walker

It’s ALL about the follow-up
After 15 years of 100-or-so conferences, I can tell you from experience that only about 1% of the people ever follow up.  Therefore, 99% of them wasted their time.  Please don’t be in that 99%. It’s ALL about the follow-up.  It’s ONLY about the follow-up.  Remember this, and you’ll do well.
- Derek Sivers

A special thanks goes to everyone who participated and shared their knowledge!

Matthew Ebel is a piano rocker who’s been called a pioneer and a leader in independent music Growing up in Washington State, he began playing piano and singing at age 5 Since then he’s released multiple albums, backed up major-label stars in Nashville, and launched his own subscription site using cutting-edge technology.
www.matthewebel.net

Rick Goetz is an entertainment professional with deep roots in the music industryHe has been an A&R representative at major labels like Atlantic and Elektra, a music supervisor for independent films and national TV campaigns and has played bass for Grammy award winning musiciansHe is currently a music consultant and musician coach and can be found at
www.musiciancoaching.com

Ariel Hyatt is the founder of Ariel Publicity & Cyber PR a New York based digital firm that connects artists, authors and filmmakers to blogs, podcasts, Internet radio stations and social media sites. Educating musicians is her passion and her philosophy is: combine social media with Internet marketing to help artists grow their fanbases and increase their income. This is the subject of her book: Music Success in Nine Weeks which has helped hundreds of musicians navigate the Social Media landscape and it is available at Amazon. She is a proud contributor to Music Think Tank
www.arielpublicity.com

Derek Nicoletto is currently working on his first solo album due out in 2010, after two acclaimed years as lead singer and songwriter for Telling on Trixie, the “indie rock powerhouse” (Skope Magazine) Derek’s music has been featured in 11 national TV programs and commercialsHe has performed for more than 3 million people live on Sirius Radio. As a TV host, Derek has conducted hundreds of artist-on-artist interviews for MTV LOGO’s New Now Next program, ranging from Margaret Cho, Ludo, The Decemberists, Girl in a Coma and Amanda Palmer. As social media fanatic, he maintains sites on YouTube/, Facebook/, Myspace/, Twitter/dereknicoletto
www.dereknicoletto.com

Lou Plaia – After 15+ years at Atlantic and Lava Records, Lou decided to start a new style of music marketing company which required an odd blend of music expertise and technology ReverbNation launched on October 31, 2006 And it now serves 475,000+ Artists, Labels, Managers, Venues/Promoters and other Music Industry Pros with a complete solution for fan management, promotion, distribution, direct-to-fan commerce, and analytics ReverbNation’s mission is to uncover value for the musician In addition to providing core business services, we seek to create new revenue streams for its users
www.ReverbNation.com

Derek Sivers is best known as the founder of CD Baby. After he won the 2003 World Technology Award, Esquire Magazine’s annual “Best and Brightest“ cover story said, “Derek Sivers is changing the way music is bought and sold… one of the last music-business folk heroes.” In 2008, Derek sold CD Baby to focus on his new ventures to benefit musicians. His current projects and writings are all at
http://sivers.org

Jennie Walker is a New York based singer, songwriter and charity fundraiser. Her debut album, “It’s My Time” was Co-written with Tommy Faragher, Grammy Nominee and 12-time platinum selling producer. Jennie is releasing her much anticipated album on December 10, 2009 on UK based Maddie Records. When not in the studio, Jennie is active in the music industry and in non-profit and charity fundraising endeavors. She is a member of the prestigious Artists Against Hunger & Poverty Program World Hunger Year. Jennie will be donating a percentage of the proceeds of her album to WHY, The Carter Center, Columbus State University, and The Synergos Institute.
www.jenniewalker.com

Jason Walsmith is the co-founder of the band The Nadas and Authentic Records. The Nadas are a Des Moines, IA based band that have been together for16 years, touring the country and independently releasing successful recordsAuthentic Records is a cultivator of fine musical artists from the heartland and the rest of the country, who may otherwise go “under-noticed.” Authentic‘s goal is to help bring these artists‘ music to the masses, with a focus on not only building individual careers, but also building a community of artists helping artists.
www.thenadas.com

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WHO: Austin Music Foundation (AMF) is a nonprofit organization that provides educational programs and career development resources to musicians. The mission is to strengthen and connect the local music community through innovative programs that empower musicians and fuel Austin’s creative economy. Visit www.austinmusicfoundation.org for more info.

WHAT: Austin Music Foundation presents PARTY:SMART featuring Martin Atkins with special guests Ariel Hyatt of Ariel Publicity and Charlie Cheney of Indie Band Manager. These three indie music luminaries will share tips, secrets, and strategies to help bands more creatively and effectively promote themselves in today’s DIY music business climate.

Local musicians and industry pros as well as SXSW attendees from far and wide will meet for a pre-conference party and educational event with our special guests designed to facilitate relationships and “get the party started” on the eve of SXSW.

WHEN: Tuesday, March 16, 2010 5 – 8 pm

WHERE: Momo’s 618 West 6th Street, Austin TX

Martin, Ariel, and Charlie will each give a formal 20 minute presentation filled with career advice and will also be available throughout the party to meet attendees and answer questions.

The event will also feature live music. Local industrial tribal drummer CHANT will participate in a dual-drum exhibition with Martin and perform solo. Chinese band AV Okubo will also perform.
This event is FREE and open to the public.

http://amf.eventbrite.com/

ABOUT THE PANELISTS:

TOUR:SMART and Break the Band author Martin Atkins was a member of Public Image Ltd and Killing Joke, has contributed to Nine Inch Nails and Ministry and founded industrial supergroup Pigface, The Damage Manual, and Murder Inc. Martin is a producer, drummer, documentary film maker, DJ, professor and most recently started his own entrepreneurial school, Revolution Number Three. He has been organizing, booking, and managing multi-band package tours for over a decade. Martin wrote TOUR:SMART in 2007 and has spoken around the world speaking at seminars and conferences such as Midi Institute in China, NAMM, SXSW, CMJ, NYU, USC, Drumtech in London, Larm in Oslo and many others.

Ariel Hyatt is the founder of Ariel Publicity & Cyber PR a New York-based digital firm that connects artists to blogs, podcasts, Internet radio stations and social media sites. Over the past 14 years her firm has represented over 1,500 musicians of all genres. Helping creative minds navigate the confusing world of Social Media and Online Marketing is her passion and several times a year, she leads sold-out online and in-person workshops for musicians and music industry professionals and her book: Music Success in Nine Weeks has helped hundreds of musicians do just that.

Charlie Cheney is the developer of Indie Band Manager software used by over 3000 musicians in 21 countries. He regularly gives seminars at music conferences and universities on songwriting, touring, business, and technology.

Coming from Wuhan, China to participate in SXSW, AV Akubo gears up for the April release of “The Greed of Man,” produced by Martin Atkins.

CHANT is the tribal-drum-infused explosive industrial show that has spent the last few years touring the southern US, opening for national acts Combichrist, KMFDM, and My Life With the Thrill Kill Kult. Look for a new release in 2010.

Related Articles:

• SXSW Music Day 1 – HOW TO TOUR SMART
• Come Party with our Cyber PR artists at SXSW!
• Making the Most of Music Conferences: The Musician’s Guide to Navigating SXSW and All Other Music Conferences

Ellis Paul is an American singer-songwriter and folk musician. To date, he has released 16 albums and has been the recipient of 14 Boston Music Awards.  He has published a book of original lyrics, poems, and drawings, and released a DVD that includes a live performance, guitar instruction, and a road-trip documentary.  As a touring musician, Ellis plays close to 150 dates each year and his extensive club and coffeehouse touring, together with radio airplay, has brought him a solid national following.

Rachael Klien from Ellis’s management team answered these questions for Ellis while chatting with him on the phone while he drove from Virginia to Atlanta.

Ariel Hyatt: Do you believe that 1,000 True Fans is a theory that can work?

Rachael Klien / Ellis Paul: Yes absolutely, Ellis has sustained his career as a musician for the last 20 years. I would even go so far as to say that this has been his theory from the get go.

Starting out in the Boston Music scene then taking it on the road developing fans one by one. (Mind you. this is before the Internet existed, and back in the cassette tapes days) Ellis got in his car driving city to city creating really loyal fans. He traveled around a lot building each market. Talking to each person before and after shows, staying in touch as he traveled.  People are willing to buy your record spend a couple hundred if they are really committed.

Ellis just left his record label of 15 years to go it on his own. We raised $100,000 in fan contributions from about 300 fans, which we believe to be the ultimate testament to his fan loyalty.

AH:  Are you currently making a full-time living as a musician from your music?

RK/ EP: Yes

AH: How many years did it take you from day job to part time job to F/T Musician?

RK/ EP: Full time job for 5 years (did music part time for 5 years) coming out of college quit day job at 26 (now, in his 19th year playing music full time).

AH: Can you give us a breakdown percentage wise of the following:

RK/EP:

A. CD sales? 27%

B. Subscription site? Zero

C. Live shows? 60%

D. Merchandise? 2%

E. Other? Please name what the other categories might be.

Royalties from airplay 11%

AH: If possible (I know you may not want to share this information), can you share the amount of money you have grossed in the last 12 months, broken down by months correlating with market, and promotional, and touring efforts? Don’t mind sharing I think it’s valuable to musicians.

RK/ EP: Ariel we are happy to share this information, Ellis thinks this is valuable to other musicians. But the breakdown I would need a little more time to breakdown.

Gross is $270,000 (his expenses are very high so he nets less than half of that)

AH: How many die hard fans, fans that will buy everything and anything from you, would you imagine that you have?

RK/ EP: 2500

AH: How long did it take you to build up this many fans?

RK/ EP: 10 years

AH:  Do you have a strategy with long-term and short-term goals in place to get to 1,000 true fans or for any future looking aspects of your music career? If so, can you share these goals?

RK/ EP: The direct contact that people get from being with and experiencing the creation of a community. We want to continue to form a tribe around my music and career. Finding ways to connect, special events, blogs, Youtube videos that bring them into my world.

It’s more than the name in the mailing list and a friend on Facebook or MySpace. It’s about getting them involved deeper than just listening to the music.

AH: Have you ever made money from social media sites like Twitter, Facebook, or Ustream? Can you please tell us exactly how and correlate them?

RK/ EP: Not really. We have spread the word about videos, CDs on sale, sent out special downloads. But, we have not used these forms of networking for commerce. Not saying we shouldn’t and we probably will. But I feel a little like this is a place to connect, which is the number one reason they become such loyal fans. The personal and intimate conversation via these sites, helps them to get to know me and want to come to shows, buy CDs and pass my music on to others.

AH: What are your next steps to continue to help yourself move forward in your own career?

RK/ EP: Trying to branch out and get the next 2500 people. Finding the audience in places we haven’t looked yet. 
Start doing podcasts, more movie placements, getting the songs out there in unconventional ways. We are creating ways now so that we can get the fans involved to a level that they want to pass it around. It’s no secret that the viral nature of the Internet is the key and we are exploring some unique ways to do this.

AH: If you could give a band or artist any type of advice on how to start in social media, what would you advise them to do?

RK/ EP: Connect on a personal level. Create interesting video blogs, do video versions of songs. But really, keep in touch on a personal level THAT is where the casual fan turns into a loyal one. Driving 200 miles to see your shows, going to two shows in a row in the region they live and bringing friends to every show to introduce my music to them.

AH: If you had $500 to spend on marketing and promotion, how would you spend that money?

RK/ EP: Do a really great video for Youtube that is worthy of getting passed around. Maybe even hire someone to get it posted every were possible that helps it catch wind in it’s sails.

AH: Is there anything else you would like to say about 1,000 True Fans?

RK/ EP: The concept is to get locked into being a part of a group. Getting message out that attracts people who affect the members of the tribe.

AH:  How do you use analytics to your advantage? What are your measurable online results, and how do your measures help you with your music career?

RK/ EP: We completely redesigned the website based on the analytics. We were able to see where everyone lands, exits and spends time.

At the moment we are working to get photos and video on the sidebar of the tour page… this is by far the most popular page. So we want the tour page to be interactive so they stay on the site longer and keep clicking stuff that lands them hopefully to buy stuff.

AH: On a scale of 1 to 10, would you say you share a lot (a 10) or are you guarded in what you exposure on social media sites about yourself and your personal life?

RK/ EP: 8

AH: What would you say to a fellow musician, that thinks that Twitter is just sharing “eating a tuna sandwich” and is stupid?

RK/ EP: It’s as stupid or as useful as you want to make it. But I feel if your going to write about a tuna fish sandwich at least post a picture with a bit out of it or write a Haiku about it, with seventeen syllables you can make your tweets interesting and great.

We have seen a difference in each inane tweet. But I am not into just posting things like that. But you know what? People love it for whatever reason.

Nimbit

The platform that Ellis used to help him raise his money was Nimbit. They have created a case study outlining the actions that the team took and the tools that they used on the Nimbit Platform they have generously allowed me to share it here with you:

Ellis’s Inner Circle: 300 core fans

Ellis’ Outer Circle: 10,000 fans purchasing any new release

Total Reach: 100,000 fan interactions throughout career

Goal: Create a direct to fan relationship with 100k fans that he can sell/promote his new release “The Day After Everything Changed”

Strategy: Solicit core fans to raise funds for recording album. Phased exclusive rollouts direct to fan prior to official 1/12/10 street date. Engage the loyal core fans in the promotion process to maximize new fan capture, reactivate casual fans, and build pre-release buzz.

How Ellis Did It: Step-By-Step Execution:

Before You Ask For Anything: Engage fans on Facebook via FB fan page and via mailing list, website, etc.

Step 1: Set up unique and compelling sponsorship levels ranging from $15 – $10,000 ( the levels started at “Street Busker” for $15 and went up to the “Woody Guthrie Level” for $10,000.

Here is an example of how Ellis bundled the offerings for the:  $1,000 “The Johnny Cash Level”

1. Receive an advance copy of Ellis’ new CD personally signed and numbered; including a bonus disc of demos and outtakes of the songs

2. Antje Duvekot will personally sign a copy of her recent release “Big Dream Boulevard” on Black Wolf Records

3. You and a friend will be put on Ellis’ guest list for an Ellis Paul show of your choice

4. Limited edition signed EP of Ellis performing live in the studio at Boston’s WERS

5. One Year membership to Club Passim, the legendary folk room and Ellis’ home venue

6. Ellis will thank you by including your name in the liner notes of the CD booklet

7. Ellis will handwrite and illustrate lyrics to any one Ellis Paul song of your choice, which will be suitable for framing

8. Limited Edition 11x 17 signed and numbered cover artwork from the new album, which will be suitable for framing

Step 2: Send advance copies of new album to every contributor with a personal note and a download card to pass along only to people they knew that are/could become a “true fan.”

Step 3: CD goes on sale exclusively from website and Facebook (Nov-Dec 2009) No digital album available.  Free single download offer available directly in the online store using download codes to track success of promotions and events.

Step 4: Album art features image of picture of Ellis over a lake with a vintage guitar in his hands. Some people think it’s a fake, but it’s from an HD video.  Creative team and Nimbit decide to post video on YouTube (http://bit.ly/4nOAMo) and spread the word around social networks creating viral buzz.  Over 6,000 views help drive traffic to website, increasing sales and exposure.

Step 5: Put download card into all orders of the CD encouraging purchaser to share the music with a friend.

Step 6: Early digital release and promotion with Amazon MP3 (12/15), start radio and press interviews.  EllisPaul.com offers a better, more compelling package than anywhere else which both drives fans to Ellis’ website and increases sales.

Step 8: Digital street date, 1/12/10

Ellis’s Results

“We awakened fans that had been disconnected for many years.  Fans that had not been to see him in 10 years were now coming out to shows and getting reconnected with all his work.

Many donors were just waiting to have an opportunity to help him financially. We made sure they had several copies to spread the word.  And the higher contributors get as many as they want to give away to people.  We do feel we are spreading the music in a more unique and efficient way.  If Ellis was on a record label, we’d have buy the disc from the label at $7 each.   Because the CD costs us so little to manufacture with Nimbit, we’re able to market the CD more rapidly and at lower cost.  Nimbit’s Facebook app, download cards, and other direct to fan platforms helped us get to more of our fans quickly and easily.

What About You?

I hope that this interview inspires you to begin to think differently about just how powerful your fas can be.  Do You Use Nimbit?  Have you bundled products together to sell?  If so I would love to hear your about experience here….

Related Articles:

• In Defense of 1,000 True Fans – I Fight Dragons: 1 Band, 1 Year, & 10,000 New Fans – Part V
• In Defense of 1,000 True Fans – Amber Rubarth – Part III
• In Defense Of 1,000 True Fans – Matthew Ebel – Part II

Strait Laces
Punk, Rock
http://www.arielpublicity.net/clients/2694

Tuesday, March 16 Bruised Fruit Party @ Bull McCabes (714 Red River) – TBA
Wednesday March 17 Belfast Rocks Showcase @ Latitude 30 (512 San Jacinto Boulevard) – 12.30pm
Wednesday, March 17 Music Tech Mashup @ Rusty Spurs Saloon (405 E 7th Street) – 4pm
Thursday, March 18 Music Gorilla Party @ Treasure Island (413 East 6th Street) – 3pm
Friday, March 19 Music From Ireland Breakfast Party @ BD Rileys (204 East 6th Street) – 2.30pm
Friday, March 19  Official SXSW Showcase @ Wave – 8pm
Saturday, March 20  Irish Party @ Fado (214 West 4th Street) -1pm
Saturday, March 20 Party @ Lovey’s Loot – 7pm
Saturday, March 20 Closing Party @ Blu Lounge (360 Nueces Street) – 12am

John Brodeur

Thursday, March 18 @ BLU (360 Nueces Street ) -11pm
Friday, March 19 @ TREASURE ISLAND, (413 East 6th Street) – 1pm
Saturday, March 20 @ CAFE CAFFEINE,  (909 West Mary Street) -2pm

Jennings

Tristan Clopet

Sara Haze

_________________________________________________________________________________________

Shayna Zaid & The Catch
Genre: Acoustic, Folk, Indie, Pop
http://arielpublicity.net/clients/2665

Sunday, March 17th @ Manic-Fest Destiny party at The Belmont/Dakota Lou (305 W 6th St) – 8:15pm
Sunday, March 17th @ Music Tech Mashup Rusty Spurs (405 E. 7th Street)- 1:15am
Sunday, March 17th @ Red Gorilla Showcase @ The Chuggin Monkey (219 East 6th Street) – 3:30pm
Monday, March 18th @ Music Gorilla Showcast @ Treasure island – (413 East 6th street) -8:30pm
Tuesday, March 19th @ Berklee SXSW official Showcase @ Friends on 6th (208 E 6th St) – 1pm
Tuesday, March 19th @ Swing House, D’Addario & The Roxy presents AustinR – 3pm
Wednesday, March 20th  @ Invasion of the GoGirls @ Trophy’s – 10pm
Wednesday, March 20th @ Stubb’s- 11:30pm

Related Articles:

• Austin Music Foundation and Martin Atkins present Party:Smart @ SXSW
• SXSW Music Day 1 – HOW TO TOUR SMART
• The SXSW Survival Guide