In the early 2000s, primary control of the music industry shifted from the record labels to the fans. What this means for musicians is that, while there is still some prestige in being signed to a major label, you don’t need a record label to be successful. What you do need, however, is a firm grasp of marketing.
Being good at marketing is not the same thing as being a good salesperson that can sell the most beat up junkyard car for huge profits. In fact, you don’t have to “sell” anything if you know how to market yourself or band appropriately. Marketing and sales are related, but they are not the same thing. I’ve done both and I greatly prefer marketing.
If you look at marketing your music as the proactive approach to a sustainable career and selling your music as the reactive approach that’s exhausting and has few benefits, you’ll quickly understand why the most successful musicians today are not forcing album sales. The trick to marketing your music efficiently is to convert regular fans to your best fans. It’s easier than you might think, but it requires thoughtful planning and strategic execution.
I want to help you get the most out of proactive marketing so you can build a sustainable career in music.