Use video forget audio – are you crazy!

Forget audio – are you crazy what is music without audio??? 

This about priorities. Sure audio is always going to be important but if you want to reach your audience as fast as possible is it the best place to start?  

Today Youtube is the number one site for music discovery. It is available in every country and reaches a worldwide community of over 500 million people. Sure the advertising payments are small but the value to an artist is not just the payments. Here is a gold plated opportunity to reach your global audience.

So lets say you have one great song and a number of less stunning songs. What could you do? The options right now are make a very creative unique and viral-worthy video that your audience would dig, OR make an audio album. An album with at least 10 tracks which may take months. What comes first? Video video video.  Remember you need ONE great song and your made, so invest in the front runner before expending your time and money on an album. The album can come later. The pathway to your audience is to create great songs AND great video. And while your getting your Youtube channel set up check out multi-channel operators. They can offer marketing of a bigger offer to their communities and management of advertising revenues. You could be part of that. Remember this a partnership decision – the same as finding the right drummer or guitarist. Work out if it fits your direction, style and values. If so consider signing up. 

Formula for Youtube success:  A great song + A viral video + Great marketing partnership.

Huge increase in sign-ups

screenshotI’m kicking myself because I didn’t take a screenshot of this artist’s website before we started working together to boost his income using The Fan Formula.

He set himself a goal of boosting his income three-fold in three years. We’ve been working together for a year and he is on track. One of the key things we’ve done is to get his website creating more sign-ups. More sign-ups = more income.

This screenshot shows what happened after he made a simple change to his website.

The artist’s name is Chris Casello. He is the best guitarist I have ever seen.

Check out his new and improved website


Strategies for increasing your income

Having a sort out over the Christmas break, I came across some notes from a Music Week conference session with Terry McBride, CEO and one of three founders of the Nettwork Music Group. McBride was talking about ‘Millennials’, a new generation of music fan who have the power to ‘pull’ music. Songs ‘belong’ to them as an emotional memory that they want to share. Consumption is ‘get it when you want it’. Music used to have a scarcity value. Now digital is always available.  Fans do not need to own music. What they value is access.

McBride spoke a lot about strategies to maximise income. His conclusion – create a continuous supply of music to buy, not a piecemeal one album a year, but a track every month. That’s 12 tracks a year with a constant presence rather than one album a year with a short blip then forgotten presence. Versions of songs can generate multiple sales to different fans, including multi-lingual releases (Averil Lavrine: 7.5m downloads of one song, 200 million hits on Youtube). Releasing stems may work for fans who are musical. Use releases to grow your fan base.

But where does scarcity come in? The value is in creating scarcity of access to the artist from loyal super-fan gig tickets to special one off concerts and merchandise and access to ‘backroom’ activities like rehearsals, and songwriting sessions.

Someone in the audience asked McBride for his predictions and observations: brands will sign acts – especially acts that will align their tribe to the brand.

And the year? 2008.