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Mark W. Curran
An exception to this is Mark W. Curran's comprehensive treatment of the subject in his new book "Sell Your Music!", published by NMD Books. It offers valuable insights and specific marketing techniques found to be effective in reaching "target" music markets. Musicians are encouraged to identify their own niche audiences, ferret them out, and develop and implement a strategic marketing campaign designed to give that target market what it wants. Curran begins his treatise by giving an overview of the online music
market and where it is headed, and how musicians and songwriters alike
can benefit from an industry that is one of the fastest growing sectors
of the music retail business. The book then moves into the importance
of demographics and packaging, and examines the best ways for musicians
to create a product that will survive the rigors of the marketplace. After
a short explanation of file compression technologies, the book prepares
the reader for the "Four Prong Marketing Attack." The information flow kicks into overdrive as Curran leaves no stone unturned in his methodology for finding and marketing to the online audience. He describes each method in detail, showing in ways even an internet novice can understand, the steps the musician must take in order to achieve marketing success. "Sell Your Music" covers much ground within its relatively small volume (200 pages), such as handling your own public relations, getting local media coverage, creating an effective online press kit and building an industry contact list. There is even a section on harnessing the power of imprint merchandising! Curran stays on target, always keeping the internet as his central focus, while devising unique ways to use the offline world to compliment the musician's online presence. A great addition to the book are intensive interviews with the stars of the home recording market, artists who have achieved remarkable results selling their music online. Curran has managed to get these artists to reveal their innermost secrets for internet music success, down to getting their exact methodology for obtaining profitable results. Screen captures are offered liberally throughout the book which illustrate the websites and tools that can help the musician in his quest for audience share. The resource section offers a listing of websites that are essential for success, as well as a chapter on setting up the home digital recording studio. An extensive bibliography and suggested reading section offers further valuable resource data. Review by Jeffrey Coronado Contact Info: |
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Never
before in music business history has there been the opportunity formusicians
and songwriters who create their own recordings to set up their own direct
distribution networks and to sell their own product online without the
benefit of a record company or record distributor. The internet, it seems,
has made all things possible. In the newly emerging field of direct distribution
of musical product for the internet, there are few books on the market
which focus specifically on marketing techniques. It seems what few writers
and publishers have tackled this subject have not done so with much planning
or budget.