Idea Pool : Promo and Publicity

[Ash Holmz]

With our album in the final stages, I was just thinking of some ways to generate buzz and get the record out to reach as many people as possible. I started this thread as kind of like a think tank for ways to promote or market independent realeases. What do u think about hiring marketing companies? Street Teams? or should u stay in the online/blogs? Give it away or Charge (me personally im not giving anything away lol)? Indie radio or Commercial radio? Try to get distro? Try to get signed to a major? Live Shows?

Just tryin to get and share some ideas. I already have a tentative gameplan, but I love to hear other people experiences with releasing independent records. Ive seen it done successfully and seen it done very poorly as well. BTW Im talking about actually pressing up copies and doing an official release, not doin a remix album and putting it up on zshare or something like that.

 

[Relic]

Well those are good ideas as far as hiring a marketing company and street teams, the net is also important, really I would say all of the above, you may wanna strive for signin with an independent though so you can maintain some creative control.
LDB has paid a promo and marketing company, perhaps he could give you some input, so far I think he's said its going good!
Lemme know what a peon like myself can do and Ill help you anyway I can!
-R-

 

[LDB]

What do u think about hiring marketing companies?

Great idea! We've done this. The company we hired actually markets,manufactures and promotes to radio nationally region by region. Our campaign is on a single level and it costs us 5 stacks. If you're talking about working the entire album your going to spend much much more. I personally wouldn't do that. Pick out 2 or 3 singles and work one of those at a time. The good thing about the industry being so f'd up right now is that most of these companies will work with you financially and if the single you're trying to push don't quite buzz like u want it to they'll swoop it out for your next one. They no that without your single success they'll damage there cred in the industry and won't get a return customer!

Street Teams?

The few peeps in my crew and we do this. Unless your kicking out them dollars most won't do this for free. We're trying to go hard at these colleges. I'm think if you can get them excited about your project and the fact that you have the potential to blow, they might be inclined to at least help promote you for "free" at these college events and party's. Get some pretty heavy rotation on the radio and you'll have to beat people away from trying to help promote you I'm sure!

or should u stay in the online/blogs?

Hit these real hard. Google "Music Social Networks". I'm in the process of doing that right now. I got the 10 or 12 top ones out there if u want them. I'm not down with all the things I need to be doing on these blogs just yet but I'm learning! I'm getting them set up so when I go learn the ins and outs I can run with it. Internet presence is a must I'm finding out!

Give it away or Charge (me personally im not giving anything away lol)?

Don't give the album away but you will have to give some singles away. Even the majors do this. Everybody likes the word "Free". If your shit is dope most knowledgeable consumers understand that you need to make money in order to keep doing what you do so they'll fork out the dollars for the next single and the album with no problem.

Indie radio or Commercial radio?

Do both if you can. And hit up the college radio stations. There's no red tape or politics with college radio...at least I haven't experienced any! The right marketing and promotion company will tackle commercial radio for you.

Try to get distro?

Yes. Start with regional distribution though. We're working on a FYE deal. Doing in stores etc etc. We got a good price on doing about 14 FYE's in Atlanta, Alabama, Miss, Tenn, S.C. and north Fla. We'll have to fork out more doe but I think it's worth it!

Try to get signed to a major?

Ummm...hell to the nawlllllllllll. I'm not fucking with no major if the come calling. I've been trying to do this tooo tooo long to give up any creative power. I'm no spring chicken so I have no time to wait for shit! I don't need no A&R...none of that...nope. Hell you got well established artists like Mary J trying to get out of there deals....that's a sign don't u think? They realize they can get more control and more money(in there pocket) going independent!

Live Shows?

I think this is the most important thing a non established artist or and establish artist has to do right now. Record sales and radio play is only benefiting the upper echelon of the industry. Show money will be your best chance at income "right now" imo. Spring is here and promoters are looking for opening acts! Yes, you're going to have to do some free shows....in stead of money try to at least get them to pay the hotel fee, transportation or gas! If you can get all 3 you're a great negotiator...lol Unless you're really making some noise in the streets and radio no one is going to give you a substantial amount of money for a show. We're going to use April and the first part of may as promotion with the shows we have lined up. We'll be hitting a 5 to 6 hour radius of Georgia. Hopefully by June one of our singles will be buzzing enough to demand some cheese. That's the best you can hope for. Just remember if you get on you can always get this suckers back in the pocket! That goes for radio, club Dj's and everybody else that will be trying to get something for free or charging you for there services. PAY BACKS A BIOTCHHHHHH!

GOOD LUCK HOMIE..I HOPE SOMETHING I'VE TYPED HELPS. WE'RE ONLY A FEW STEPS AHEAD OF YOU GUYS AS FAR AS GETTING OUR MUSIC OUT THERE. IT'S TIME TO CATCH UP MUSTARD! LMAO

EXCUSE ANY TYPOS..THAT WAS A LOT OF TYPING!

 

[Ash Holmz]

thats was def helpful .. how did go about researching the marketing company to make sure they were on point and actually legit?

the other thing i was gonna do is try to get as many reviews as possible in diffent sources magazines,blogs,hip hop websites etc..... (although that could backfire if they are bad ones lol!)

 

[LDB]

thats was def helpful .. how did go about researching the marketing company to make sure they were on point and actually legit?

the other thing i was gonna do is try to get as many reviews as possible in diffent sources magazines,blogs,hip hop websites etc..... (although that could backfire if they are bad ones lol!)

We got names and numbers or some of their clients and called them up. We also got the phone numbers to the radio stations that they claimed to have good relationships with and called them up and did some name dropping. We get a print out bi weekly on the stations they've contacted and sent an mp3's or our singles to. When we get that print out we call the stations and ask if they've received it. One good thing about this list is that you get the direct numbers to PD's or the department! Good inside numbers that you can use later. No this....it can take as long as 6 months before u get picked up on radio! The majors will be on these stations ass if the put you ahead of there artists. You just have to keep working them to the point of being a pest...lol. Some will put you in rotation just to see if u flop so they can tell u "your shit ain't working" so stop calling me. OF COURSE WE HAVEN'T HAD THAT EXPERIENCE YET...but I know dudes that have. Our problem has been getting them to listen to it before it gets lost in there email inbox. Everybody's moving to MP3's so no need to press up shit to give to radio. Your marketing company will just keep sending them your single as an mp3 until the finally review it. They'll make follow up calls weekly and even daily until they at least say they've took a listen. We've had quite a few stations review are record. They just hit us back with "be patient" we have to slowly work it in because of the majors and "PAYOLA"! Since you'll have the numbers to these PD's post that shit on your blogs so the fans that you get can call and request your record!

We're working on these magazines as well, regionally though! Having no buzz within your city or region must come first imo. Going nationally with somethings is just not financially feasible I think. And you're right...getting reviews may not be the best way to go. We're not going for reviews even though most times we get them anyway. We're just getting a spread for promotion. If the people like what they hear they'll give u a little more love in the form of a review.

 

[Lazy Eyes]

Loving this shit.. really helpful!

Drama: Got you on that beat dawg!

Ash: you got them beats i sent you!?

 

[God]

Ash,

Why are you going to the old route? With digital dominating these days - why are you going to even consider creating unnecessary overhead selling CD's? Unless you're basing your income for CD's sold at "shows." But the internet is the ultimate marketing opportunity.

Man, you gotta be more future-oriented in marketing. There is a more cost-effective way than the old way to do things, and the reach would still be great.

I read about a geek that had a gimmick and started writing his own songs every week and posting it on blog - he got a huge following: http://www.jonathancoulton.com.

Radio Stations:
Relying on Program Directors at radio stations? Man, they usually have an "underground rap" or "local rap" show on at some god-awful time in the late-evening or early morning (usually on a weekend) where they dump all the submissions to their station. Trust me, unless you have major pull at a radio station and can get into at least B-rotation, you're fucked. Seriously. One spin will NOT do shit for you at a radio station, or being at the bottom of the barrel. Remember, labels push hard to get THEIR acts in A or B list rotation.

The number of spins = number of people brainwashed into thinking a song is good.

Hiring a "Street Team":
Waste of time unless in a highly urban area with a lot of people per square mile. Street teams usually sit in front of some area and may give out some shit, but the ROI is NOT good at all - unless you are in NYC, SF, or some city with a small surface area but a high population. L.A. SUCKS for street teams - everyone is in their cars, no one is on foot.

If you want product to be given to a street team, talk to one of the street team cats at your local hiphop station when he's on location. Give him your CDs and something he'll like. They will
usually put your CD in the promo bag or on their table just to get rid of it (unless they throw it away.)

I'll post something better after a couple drinks during a "working lunch".

Remember a good promotions company with a lot of national muscle is how people "learn" about hot new shit very quickly. These cost money and are generally labels... again I'll post again on this subject, but don't put a ton of money into CDs you won't sell - be optimistic but realistic.

-G

 

[Ash Holmz]

^^^ thanks for the post ... i am just trying to get info at this point. Thats why i created the thread ... i am not going to hire a street team thats for sure (dont have the money to even if i wanted to) but i was just throwing out ideas and and seeing what works, and what doesnt. Although we are primarily doing digital distro, I am pressing up a physical cd as well, altough im going to do a short run to start for shows and hand to hand sales. We will most likely sell every cd we press. Im not pressing up like 10,000 units and putting them in stores and shit. We start with a small run, like 300, then re-up as necesary. I still feel although we are in a digital age, the physical cd still has its place.

But what format our music is gonna be on is not my concern. We already got that covered. My concern is geting as many people to be aware of our shit as possible. and the most effective ways of doing that. Ive done the math . We recorded the album ourselves in our home studios. The only thing we paid for/outsourced was mixing and mastering (3 stacks and change). A small dup run will cost us $700 -$800 bucks tops. Digital distro is cheap as shit like under 100 bucks. Altoghther Thats like 4 G's split two ways total. And we got a pro level product (imo). Our overhead aint a concern at this point. We dont have to sell a huge amount of records to make our money back or anything and truthfully the money isnt what is driving us. We just want the record to be heard and use the project to show our skills to get other paying work(which has already happened, we are working on a film score right now). To make a little cheese on the side would be a great bonus, but its not our focus. and If im gonna spend promo money , i just wanna make sure its in the right place. Fuck id be happy to get my song playing at 3 am on HOT97. That would make my month. Im not trying to compete with these major releases, I know that aint gonna happen. Im just tryin to effectively use what little resources i have and make the best with it.

One a related note I think the opportunity for indie music is better than its ever been. Major labels are breathing on one lung right now.

 

[God]

Screw lunch - this is too easy - I'll post now and get it out of the way for the day:

Ash,

You have a problem that a lot of companies bringing forth a new product have. How do you create buzz for that product or event? I am going to take this from what I believe is your point of you rather than saying something like “save up and hire a good PR firm - just call up Edelman.” That won't work, due to your lack of paper or wish to keep the project low budget.

Thus, you have to approach this from the aspect of being an advertising company. An ad company with little marketing experience (I assume.)

Your marketing strategy should encompass a low-cost/highest efficiency campaign.

EXAMPLES:

- Publicity stunts/Public relations as “news”

You hate something that is local in your area that a lot of people hate. This could be an eyesore, or something that most of the populace would identify with but yet would give you credibility. For example, you can latch onto said eyesore, problem in your city or some bullshit/or real “cause.” Create a website against said thing, distribute stickers (low cost) that look cool and attach your music to said cause.

The cause will be a good thing to create PR because it is intrinsically a controversial issue. Then you will be associated with it. The local beat print/TV reporter in your area who rewrites press releases and then “reports” it as truth will latch on to this pre-packaged small media event, and you will gain publicity. Make sure to brand yourself with your site on signs, whatever, in order to gain maximum exposure. Like:

“Rappers angry with rampant violence by crackheads in St. Alban's Park create coalition to change their neighborhood. Called the St. Alban's Park project, Ash Holmz - a local producer and rapper says that crackhead violence is hurting the local business and is a potential harm to area's kids. Let's go to Victoria Dominguez-Wilson live at St. Alban's Park.

Thanks Jane, I'm here with Ash Holmz, local rapper... blah blah blah – thanks Ash, for more information, please visit his website at AshHolmz.com. (check legal issues with lawyer).

This will last 1 to 2 media cycles. Also, please keep your actions legal.

OR

You can think of something weird, like a fake statue or something that grabs the attention of a lot of people in a LEGAL place which is viewable by a lot of people. DO NOT associate yourself with it – people will question it but will not immediately say “oh this is just some bullshit publicity stunt” (which it is).

This is repeated somewhere else- again and again, followed by a press release to local media “exposing” the situation. If you're in a small market, local reporters are lazy as hell and will follow up on this and literally rewrite your press release and report it. This will work for 1 to 2 news cycles. Remember to have your name and group said – if possible have it mean something (i.e. “cause” or some shit). KEEP ALL THIS SHIT LEGAL. DO NOT GET ARRESTED – THAT IS COUNTERINTUITIVE. IF YOU DON'T KNOW ANYTHING, ASK A LAWYER.

What I have just wrote were two successful/low cost marketing campaigns for products. A DJ also did shit like bought an old tank – painted it some weird color – and then had it LEGALLY moved outside the venue were he was spinning. Media immediately covered it and ate that shit up.

Look, most of the sheep going to their 9 to 5 jobs that you reach lead miserable lives. They hate their work, hate being shackled to a mortgage and their bossy wives. They generally escape these miserable existences watching a sport of their choice while consuming large amounts of alcohol or going somewhere for the weekend. If you present something to them through the media as “news” that is weird and different – then it will be something they are interested in because, basically their lives suck.

Use Google for more info on publicity stunts. KEEP IT LEGAL.

Be creative, keep it legal, and think about – how would an advertising agency or guerrilla marketing firm hustle your product? Can you create controversy (that is legal) and then capitalize on it. Kanye vs. 50 Cent was a great stunt – but that's a stunt played in a different sandbox.

You need to write press releases that coincide with the events. Thus, you need to be able to write good releases – or enough to get the point across.

I'm too old/lazy to do shit like what I said but remember to KEEP THE SHIT LEGAL - DO NOT BREAK ANY LAWS. You have to differentiate yourself from EVERY OTHER RAPPER that thinks they're the shit and has an “album” and owns an MPC-17000000, made a beat and used GarageBand or FruityLoops to record themselves. How many are there? Thousands upon thousands upon thousands. How do you positively differentiate yourself from the herd?

Think different. (Apple said that first, but it's a good idea.)

Also, when you say “film score” - let's be honest – what type of film is it? But keep grindin' - I like your hustle and attitude. If you don't take risks, you don't get ahead. Just take calculated risks, not stupid ones. And believe in luck. Good luck actually exists. You just gotta make it.

I'll think of other things, but this is all I could think of in a short period of time.

 

[classic]

Drama & god.. .good ish man!!!

God thanks for the publicity stunt ideas i defiantly like publicity idea for our album... I was thinking of something along those lines(the legal stunt idea) but you articulated the general concepts I was thinking of perfectly....


As far as the film score, it is an independent short film (30 min) with a established indie director. The film is about 2 urban kids in harlem that find out that there mother has died them and they try to act as nothing has ever happened..(living day to day life on their own) .. The script is amazing (to me atleast)

were going to do the actual score (background music)... and use some of our album songs as general urban noise..(boom boxes/radio/TV) in the movie. We both jumped at the opportunity because it seemed like a chance to establish the smashbrothers brand name/resume in another genre of music… as well as introduce our music to another small(but loyal) independent network or artists

Back to the promotion thing... keep them ideas coming...

Another quick question As far as submitting music for exposer, what venues, magazines, TV/Radio shows would you guys reccomend?(My bad if im asking to much).. Would yall reccoment sending out CD's or keep all the submissions digital...


class...

 

[Kontents]

This thread is thick with info.

LDB- you have shedded some sun on this one.

 

[dahkter]

Not to oversimplify, however think about the domino effect. When you're giving out those free promo mp3s on blogs, via email, in person, just make sure you tell people to pass it on and spread the word. Make sure people know where to buy it from (smashbrothers.com?). And you got 5000 clubs here in NYC, get it in the hands of the DJ's. I think Illfam can get these tracks out to dj's in their cities as well, London, ATL, SF, Amsterdam, etc.
As long as it gets in the hands of the right people, it will present a lot of new opportunities for youguys...
One question, have you tried out tunecore at all? They claim to put it on Itunes and all of those other e-commerce sites for 20 bucks per album...

 

[classic]

Not to oversimplify, however think about the domino effect. When you're giving out those free promo mp3s on blogs, via email, in person, just make sure you tell people to pass it on and spread the word. Make sure people know where to buy it from (smashbrothers.com?). And you got 5000 clubs here in NYC, get it in the hands of the DJ's. I think Illfam can get these tracks out to dj's in their cities as well, London, ATL, SF, Amsterdam, etc.
As long as it gets in the hands of the right people, it will present a lot of new opportunities for youguys...
One question, have you tried out tunecore at all? They claim to put it on Itunes and all of those other e-commerce sites for 20 bucks per album...

Thanks for the reponse dahnker
Most def.. we plan on relying heavly on the ill-fam network for getting the word out...I think illmuzik.com is going to be one of the most IMPORTANT aspects of getting the word out about smashbrothers... just look at all the knowlege and connections that are in this single thread alone.....


as far as tune core... yea we are rolling with them for our digital and physical distrbution... they can get your stuff on every major digital outlet (emusic,itunes,amazon etc) for under 100 bucks.. I actually have a good realtionship with one of the reps their and we talk weekly... They also convinced us to roll with them for physical CD replication as well..(plus they are local they are located in williamsburg )

class...

 

[LDB]

Class



I would not press up CD's of the entire album. U don't want to be sitting on those and trust me, you will be! Let a distributor handle that when the time is right. Sit down.....really listen to the album and pick 2 or 3 possible singles and work them one at a time. You got to get in these clubs homie...this is hip hop. IMO we live or die by getting our shit in the street and the first block of the street is any and all "local" clubs, large and small.

We're doing short runs (200 copies of CD's) to hit the Dj's off with because in most clubs there not fucking with wax. Small clubs it's CD's.....in larger it's MP3's and CD's.

Now for all around promo we're going to do our next single and snippets of the entire album on USB memory sticks as opposed to cds. We're working on doing the USB memory sticks on something like the ink pen on a rope necklace type joint. We'll probably have a single and a short video interview on that joint. I think it's a very "hot" idea! Something fresh and new tends to get people excited. Damn near any and everybody has a computer now a days. The new psp's and most other game systems allow u to use a USB memory stick. CD's are soon to be extinct! Everything is going digital whether we like it or not. We're working on a promo package where you'll get the memory stick with our joints on them along with doing the http://www.soundloadmusic.com/ card joint that HR hip'd ILL to a few months back. We're going to buy a gang of those new soundscan soundload cards and sale them at our shows instead of CD's. When they redeem them they'll get your music and you get soundscans.....how can u go wrong with that?


We're still adding to our game plan but I feel what we've got down so far is a very good start.

 

[Relic]

usb sticks is a great idea, people would love that stuff!
Doesnt sound affordable on my current budget but I love the idea.

 

[LDB]

usb sticks is a great idea, people would love that stuff!
Doesnt sound affordable on my current budget but I love the idea.

When u buy in bulk it's more affordable...not to mention you're only doing short runs.

This is just one of many company's u can use. I don't think they're expensive at all for the technology!http://www.britelitepromotions.com/landing.cfm?cat=6

I just looked that one up real quick....u can find cheaper ones I'm sure!

 

[Ash Holmz]

^^^^^ those are some dope ideas LDB. ... for real

but i dont get what all the fuss about printing physical cds... we are NOT gonna lose our money. We are doing short runs... 300 copies to start...split two ways thats chump change. Ive paid more for drumkits. I could sell 100 cds just to people (friends and family) that I know! and class could do the same. More than doubled my investment already. My people and cats around the hood dont want no download they want an actual cd. that leaves us with 100 left and im sure we could knock those off and its always good to have if physical invertory on hand for shows or if we meet the right cats. The profit margin is roughly the same.. to round off lets say $7 bucks on a $10 dollar purchase either way u do it. Not everybody is up on itunes and some people want a physical product. Shit i know cats that are scared to death of computers and would never buy anything or pay a bill via the net. If neccesary a vendor can turnout cds damn near overnight so if we begin to sellout it aint no thang just to print more (again a short run)

 

[Relic]

Shit i know cats that are scared to death of computers and would never buy anything or pay a bill via the net.

YESSSSSSSS!!! Unfortunately mine are in my crew!! lol guess who had to learn all this crap!??

Physical product is always good to have , the link above LDB is a good one!
Im buggin on gods publicity stunts..great ideas here.

 

[LDB]

^^^^^ those are some dope ideas LDB. ... for real

but i dont get what all the fuss about printing physical cds... we are NOT gonna lose our money. We are doing short runs... 300 copies to start...split two ways thats chump change. Ive paid more for drumkits. I could sell 100 cds just to people (friends and family) that I know! and class could do the same. More than doubled my investment already. My people and cats around the hood dont want no download they want an actual cd. that leaves us with 100 left and im sure we could knock those off and its always good to have if physical invertory on hand for shows or if we meet the right cats. The profit margin is roughly the same.. to round off lets say $7 bucks on a $10 dollar purchase either way u do it. Not everybody is up on itunes and some people want a physical product. Shit i know cats that are scared to death of computers and would never buy anything or pay a bill via the net. If neccesary a vendor can turnout cds damn near overnight so if we begin to sellout it aint no thang just to print more (again a short run)

Nah homie..I'm not saying don't do it! I'm just advising to do short runs of the "single" or "singles" that your pushing rather than the entire album. Now if you have spots lined up that will store and sell the entire album, by all means do what you have to. I'm just saying..not even the majors put out entire albums until the right buzz is generated by way of a single. At the end of the day you and Class have to make that decision.

 

[Shonsteez]

I read about 1/2 this post and got lazy so my bad if im regurgitating something that was already mentioned?.....

Gigging as much as possible both locally and regionally is super important for mass appeal. But you gotta be built for it and also have the time to devote to such a life.
That'l def help you get your music heard though. Plus when your doing a gig you can have your street team peoples set up a small merch table and sell t-shirts, stickers, flyers, posters, and whatever else youve decided to package.

Id look into creating a digital press pack as well as a physical press pack if your trying to appeal to labels also.

Whens that shit ready? I want a copy by the way!