A master plan to break into the UK charts

Bitter Ruin

Ben & Georgia, Bitter Ruin

Bitter Ruin are on a mission to get their music into the UK charts on Sunday 9th October.

“We all want that so what’s new”, I hear you say.

Well of course it’s not new but what’s different is Bitter Ruin are seeing the results of a very good piece of planning that everyone can learn something from. Plus there’s the fact that they’re unsigned and doing all of this themselves with grace, enthusiasm and a good pinch of strategic thinking.

Bitter Ruin formed in 2007 in Brighton when Ben Richards and Georgia Train met at music school. Although they understood each other musically through their classical training, they had dramatically opposing music tastes. Georgia listened to Fiona Apple, Regina Spektor and The Talking Heads whereas Ben preferred rock and bands like Metallica. The result? ‘Contemporary Expressionism’ with passion and musical intelligence at the heart of what they do. Their songs are about the darker side of life and their innovative performances come alive with theatricality, strong sparing vocals, harmonisation and raw instrumentation.

Bitter Ruin put in the hours and are persistent. They have a strong belief in themselves. After doing over 500 gigs they were good enough to be paid and they started getting great support slots in bigger venues. They’ve toured before now but it wasn’t the right time for them. This time it was very different.

Their plan was masterful and it payed off. They recorded their single and made a video (the first thing you see when you visit their site http://www.bitterruin.com/). They decided on a release date for the single and went on a three month tour in the lead up to it. During the tour they concentrated on growing their email list and afterwards, back home, they plugged the single using Facebook and Twitter. They are clear about their mission and give their fans clear a ‘call to action’ to support them. Their single, ‘Trust’, is only available in outlets that notch up sales registered in the charts. They know how many sales they need to get to number 1.

All good stuff. Their big break came when Stephen Fry got involved. Then followed radio and TV interviews on local stations.

And their ultimate goal? To have someone do the leg work for them so they can spend more time doing what they love – creating great music for their fans.

10th October update : Bitter Ruin achieved a #19 placing in the Official UK Independent Singles Chart. A fine achievement.




Converting potential fans into fans

Jukebox the ghostWe saw Jukebox the ghost at SXSW this year. Didn’t know anything about them, popped into a gig, loved the music and stayed for the whole set. Their energy is amazing. They have great stage presence.  Hooky upbeat songs.

Since then I have been following them on Facebook but I thought it was time I took a better look at their website. I decided to write a blog about it because it is a great example of how to convert potential fans into fans using a ‘squeeze page’.

On first visiting their site you get a great welcome message and strong ‘call to action’ to sign up to their email list and tell your friends about the band. The incentive is free tracks and you can get more prizes for doing extra work. The page is clear an uncluttered.

Have a look yourself at www.jukeboxtheghost.com

Learn how to convert potential fans into fans to build your fan base easily and quickly in The Fan Formula. Download it here.

“The Fan Formula gave me clarity about how to build my fan base and keep people on my list. It saved me a lot of time!”