Indie Music Marketing Series Part 4: How to Get Music Exposure, Sponsorships, and Publicity

If you missed any of the previous posts in this series, you can check them out here: Indie Music Marketing Part 1, Indie Music Marketing Part 2, Indie Music Marketing Part 3

Strategies Indie Musicians Can Use to Leverage the Value of Music for local businesses:

1) Build a fan base that matches the target market of local small businesses

Locate and assemble their target market for them.  Approach the local business that seeks to reach the same target market.  Negotiate an agreement where you agree to market their products/services to your fans and the local business agrees to provide free or discounted products/services.  Build a partnership relationship with the local business.  Create a win-win situation for them. You may even agree to let the local business conduct market research using a survey that you would give to your fans to complete.  Again, you should make sure to communicate how this arrangement will meet their needs.  Emphasize the expense of advertising on radio or tv.  Discuss how this arrangement will save them money by reducing advertising costs and possibly make them more money by building a long-term relationship with your fans.  Discuss how you can also save them costs on conducting market research.

2) Create music for commercials and advertising that helps local businesses sell more

If the local business wants to pay for expensive tv or radio advertising, discuss how you can create attention grabbing music that will help the local business stand out in a crowded marketplace.  Again, communicate how this arrangement will meet their needs.  Emphasize how music can help make their commercials more effective and memorable.  Remember to mention how powerful music is in creating brand awareness and distinction.

What result can these strategies have on indie musicians?

  • more exposure for your music: Opportunity to have your music played inside businesses and stores, in radio and tv commericals
  • sponsorship for live events: When you solve the problems of businesses and meet their needs, you can start building a partnership relationship with them that could lead to sponsorship for your live shows
  • greater connection with your fans: When you start providing your fans with special discounts on products and services that they use and need through your partnership with businesses, you begin to interact and connect with your fans on a deeper level than most national recording artists can
  • create news and gain publicity: You can garner attention from the media, by solving the needs of local businesses.  You will stand out from other indie musicians who are only focused on self-promotion.  I can see the headlines now: “Local musician helps local businesses make money.”  “Local musician helps residents save money during tough economy.”

What result can these strategies have on businesses?

  • Save money on advertising costs
  • Build brand, brand awareness and visibility
  • Attract the attention of prospective customers/clients
  • Attract more customers
  • Establish emotional connection with their customers/clients

What result can these strategies have on your fans?

  • Save money through discounts on products and service

What result can these strategies have for the city you live in?

  • More thriving local businesses
  • More revenue for the city

Want action steps and coaching tips on how to put the strategies shared in this post into action? Sign up here for the free Music Success Strategies Newsletter that features a “Get Empowered!” section that gives you the action steps you need to move forward. Music Success Strategies Newsletter

In the next post, I will discuss how your music as an indie musician can meet the needs of the media and can help you get more publicity and more attendance to your live shows and events.  You will discover the value your music has to the media

Please tweet and share this post! Let’s get more exposure for indie musicians who need to share their valuable music with others!


Indie Music Marketing Series Part 3: How to Get Music Exposure, Sponsorships, and Publicity

This is Part 3 of the Indie Music Marketing Series: Why Indie Musicians are Struggling to Sell Their Music.  If you missed the other two posts in this series, you can check them out here: Indie Music Marketing Series Part 1 and Indie Music Marketing Series Part 2

I have discussed that one of the reasons why indie musicians are struggling to sell their music is that they have forgotten or are not aware of, the true value and power of music.  They are not leveraging the value of their music.  Most indie musicians are not creating music to solve the problems of other people.  They are not thinking and behaving like music entrepreneurs.  It is important to understand the value of the music you make, to know how your music solves the problems of others.  So for the next few posts in the series, I will share the value of  music.  In this post and the following post, I will share how indie musicians can gain more exposure, publicity, sponsorships, and a larger fan base by just understanding how valuable their music is to local businesses.  Your music has value to businesses because it can help solve the problems that most local businesses face.

Problems & Challenges of Businesses

1) Two biggest concerns of businesses: how to save money and make money

2) Other Needs and challenges of Businesses:

  • Increase competitiveness
  • Save Time
  • Make Work Easier
  • Build relationships, brand, image with customers and vendors
  • Expand business
  • Attract new customers
  • Retain existing customers

Value of Music to Solve these business problems and challenges:

1) Music Attracts Large Crowds & Gets People Attention

Everyone loves music.  Music has been used consistently to attract large crowds and large viewing audiences.  Just look at some of the most popular shows currently on tv: Glee and American Idol. The high school musical Glee returned for its second season with 13.7 million viewers.  Although the viewing audience for season 9 of American Idol dropped nine percent, the singing contest show brought in on average 23.9 million viewers.

So what does all of this mean? Music has the ability to get people’s attention and attract large crowds.  Radio advertisers have long understood the effect and power of music in commercials to capture people’s attention.  Research has confirmed this, showing that music activates the area of the brain involved with paying attention.  See Music Moves Brain to Pay Attention

Music also aids recall of advertising messages.  People are more likely to recall advertising messages that uses music.  Those listening to the advertisement will sing along, which increases their involvement with the advertisement and the likelihood they will remember it. How many of us still know the Oscar Mayer Weiner song or the Big Mac Jingle “Two all beef patties, special sauce, lettuce, cheese…”? My point: People remember advertising that is paired with music.

So what does this mean for local businesses? Music helps local businesses draw attention to their brand and their products or services.  Music can help businesses capture the attention of prospective customers/clients.  Music is valuable in helping businesses become more competitive in a crowded marketplace.

2) Music influences shopping behavior

Sales: Experiments in supermarkets and restaurants show that slower music creates slower traffic flow, which means that people shop for a longer period of time in the supermarket and spend more time eating and drinking in the restaurant.  When slower music was played, the supermarkets saw a significant increase in their overall sales volume.

Desire: Research has also shown that people are more likely to desire a product that has been advertised in conjunction with music they enjoy than one that’s been paired with unappealing music or no music at all.

3) Music has a powerful effect on product branding

Music is effective in distinguishing a brand.  Music can help a product stand out in a crowded marketplace.  Oscar Mayer and McDonald’s distinguished their products with music and used music to gain product awareness.  We have seen this not only in the food industry but also in both the video game industry and the film industry.  Everyone knows the famous Super Mario Brothers music used in the popular Nintendo game.  In the film industry, we have seen this with film score.  Remember the chilling music used with the shower scene in the movie “Psycho”? The shower scene is probably one of the most memorable scenes in film history.

In the next post, I will discuss strategies that indie musicians can use to leverage the value of music for local businesses.

Tweet and share this article with others! Let’s get more exposure for indie musicians who need to share their valuable music with others!

Want action steps and coaching tips on how to put the strategies shared in this post into action? Sign up here for the free Music Success Strategies Newsletter that features a “Get Empowered!” section that gives you the action steps you need to move forward. Music Success Strategies Newsletter