He’s cute. He’s adorable. And ………………………..he is extinct.
Remember that time when there were no gigs? Nowhere to play? No income from live shows? Never in a million years did any of us think that would happen.
But it did.
And for some artists, it is still a reality.
Not a week goes by where we are not contacted by music artists asking why they don’t get enough gigs, get enough of the right gigs or get paid more money.
And it typically boils down to a lack of integration between the standard of the live show, the brand, digital assets and the social media engagement.
What do your maths look like?
How many people on average come to your gigs each week?
What is the capacity of your gigs each week? Do you track these #?
How many follows on your Facebook Page?
On your Insta page?
How many friends on your personal profiles have also liked and followed your business pages?
How many subscribers on your You Tube Channel? Your Tik Tok?
What percentage of your followers - across all platforms - engage with your weekly gig posts?
Do you collect email addresses at your gigs?
Do you use a platform like Mail Chimp to send regular newsletters?
Do you see a benefit in keeping a catalogue of email addresses in addition to your Social Media connections?
How do you track your email database? Manage? Collect?
If a client needs to know your reach, do you have immediate access to your metrics to share with us?
What is your weekly reach?
What do you do to increase it? Leverage it?
If you don’t know what your numbers are, then start collecting. Use these questions as your starting point. Use Google Sheets in your G Business Suite. That way you have access anywhere via your phone.
It may shock you to know how often we are asked for your total reach and your value added stats. Eg % Bar Increase, Ticket Sales, % Increase Social Engagement.
Without a Business Facebook page at the very least, its more often than not, a hard pass. If they cannot tag you they cannot market you.
If you only use your Personal Facebook page to market your Music Brands, then you are on the fast track to becoming a Music Business Dinosaur. And if you are ok with that, then click off now and don’t read any more.
Digital Marketing Strategy
At the very least you need to be doing a post on Facebook and Instagram for each show, tagging the venue and the agent who booked it, using a current photo of your Music Brand and making the post engaging to be followed by a potential fan or venue patron.
If you offer a Feature Tribute Show then your minimal marketing campaign should consist of the following:
A1 Poster (for Print)
A3 Poster (for Print)
A4 Poster
Instagram Tile Square and Carousel – 1080px x 1080px
Facebook Event Cover Art 16:9 Aspect 1920 x 1080 pixels
Ticketing Tile 600 x 300 pixels
Video Shout Out Insta Reel Aspect Ratio 9:16. 1080 x 1920 pixels
All to be delivered via Google Drive or Drop Box
In so many ways, every single music practitioner is a dinosaur of sorts. We are all working hard to level up, upgrade and keep up with the demands and trends. You are not alone. If you have ever heard yourself say that there is not enough time or money to justify the extra work, or that you are being booked into the wrong venues or that the audience doesnt get you or that gig marketing is the responsibility of the venue and the agent or that no one else has ever asked you so why now? Then you may well be a Music Business Dinosaur. And if you are ok with that, then click off now and don’t read any more.
So if you are ready to descale, shake off your chunky dino tail, connect to bigger audiences, expand your reach, be exposed to a greater network of potential clients and fans, there has never been an easier time to build a music brand and value in a market. You have access to hundreds of free tools and resources across the net. And now with AI, you can easily locate, source and program your digital assets.
Written by Nichola Burton. I work in partnership with Agents, Artist Managers and Event Producers, who juggle a diverse range of relationships in the Musoverse, to curate, manage and measure data in systems, experience, creative and content to support the entire Musoverse operation in my enterprise A Little Pitchy Copyright 202
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