Granted, in this day and age the entire world is indeed your stage, and you should definitely take advantage. Just don’t get too caught up in the hype. Spending most of your free time promoting music via social networks to an online crowd is more often than not – counterproductive. The Return On Investment (ROI) will never pan out, at least not for local or regional indie musicians. No, your potential money shot is in your own back yard.
Think Localization Before Globalization
With very few exceptions to the rule, if you are a performing artist, your main source of income is playing live. This is where you shine. This is where you peddle your wares to help pay for those Ramen noodles. This is also where you begin to build your true and loyal (read paying) fan base. Why are you not spending most of that free time on the streets promoting your next gig?
Social networking can be a great fan tool, but it’s only part of a much larger whole. It’s also more effectively utilized for interactions not transactions. Keep it conversational with an occasional passive link, if you must, but save the hard sell for the merch booth. Don’t forget your overseas and other online fans, but focus the brunt of your time, energy, and effort on your live fans (read livelihood).
Aside from fan interaction via social networking, the internet should be treated no different than any other promotional medium – deliver your message, turn off your computer, walk away. Keep your Smartphone handy, hit the real world – go it old school.
Indie Musicians – Think Localization Before Globalization
Wicked D Harrison
Author of TAKE THE OATH: A Practical Pocket Guide For The Career Indie Musician. Co-founder with Rebecca Firstenfeld at neoDev Solutions, providing solutions for artists, entrepreneurs, and small business.
