What are some unconventional ways to launch an album/promote an artist?
August 10, 2011 7:07 AM Subscribe
What are some unconventional ways to launch an album/promote an artist? I'm researching outside-the-box promotional methods. Things that go against the grain of boring record label stuff. Examples would be Radiohead's pay what you want download stunt, or when Oasis leaked their new album by getting street performers to play it first.
I am not in marketing...at all.
I live in the Austin area and have seen some "Gorilla" marketing tactics.
*A band once rented a truck which opened into a stage. They stopped at a crowded location at SXSW and played a quick show.
*Food companies during SXSW have been know to distribute their products to create a buzz. Perhaps a band could "drop" a CD or a card for a free download at a major local event.
posted by BuffaloChickenWing at 7:19 AM on August 10, 2011
I live in the Austin area and have seen some "Gorilla" marketing tactics.
*A band once rented a truck which opened into a stage. They stopped at a crowded location at SXSW and played a quick show.
*Food companies during SXSW have been know to distribute their products to create a buzz. Perhaps a band could "drop" a CD or a card for a free download at a major local event.
posted by BuffaloChickenWing at 7:19 AM on August 10, 2011
(That USB drive, meanwhile, was tied into a giant and complex ARG.)
posted by griphus at 7:19 AM on August 10, 2011
posted by griphus at 7:19 AM on August 10, 2011
i suggest reading amanda palmer's blog. she's very connected to her audience and has a lot of ideas about how the artist/fan exchange works and how money enters into all of that.
like radiohead, she has the benefit of an established fan base, but she certainly doesn't rest on those laurels. she plays ninja gigs, she does webcam shows, she sells artwork and one on one internet phone calls, she makes fan videos for other bands. she networks absolutely everywhere she goes and she understands that it's more important to network with those who can't give you anything besides their fandom. she understands that some things work for her that wouldn't work for a just starting out musician and band and she discusses ways her own ideas can be implemented without the fan base.
(warning, it's amanda palmer - you'll probably see pictures of bras and garters and corsets)
posted by nadawi at 7:23 AM on August 10, 2011
like radiohead, she has the benefit of an established fan base, but she certainly doesn't rest on those laurels. she plays ninja gigs, she does webcam shows, she sells artwork and one on one internet phone calls, she makes fan videos for other bands. she networks absolutely everywhere she goes and she understands that it's more important to network with those who can't give you anything besides their fandom. she understands that some things work for her that wouldn't work for a just starting out musician and band and she discusses ways her own ideas can be implemented without the fan base.
(warning, it's amanda palmer - you'll probably see pictures of bras and garters and corsets)
posted by nadawi at 7:23 AM on August 10, 2011
and have seen some "Gorilla" marketing tactics.
I think I like this designation better than the alternative.
But yeah, that link it going to give a lot of jumping-off points. Don't try to be too precious, or too obvious. Just playing as a street performer, maybe slightly in disguise if the musician is well-known, would fit the bill.
posted by supercres at 7:32 AM on August 10, 2011
I think I like this designation better than the alternative.
But yeah, that link it going to give a lot of jumping-off points. Don't try to be too precious, or too obvious. Just playing as a street performer, maybe slightly in disguise if the musician is well-known, would fit the bill.
posted by supercres at 7:32 AM on August 10, 2011
Isn't it Guerilla as in the Cuban Guerillas led by Fidel?
posted by Gungho at 8:34 AM on August 10, 2011
posted by Gungho at 8:34 AM on August 10, 2011
The reason traditional marketing (sort of) works is because there are existing channels: promoters send press releases to magazines, websites, reviewers and radio stations. Those receivers know to expect new material daily. It's hard to stand out in that mode of promotions, because they've seen it all. A shiny gold mailer is no different from a plain white sleeve, and they're all opened and cast aside to listen to the music within. Freebie goodies in the packages are fun, and tend to last a bit longer than the music "wrappers." Bonus points for 1) useful items (key chain bottle openers and the like) and 2) if the items relate to the band name, album theme, or music genre.
As for uncommon promotions, pay-what-you-like is done to death. That's a great feature on Bandcamp. And having street bands play an unreleased Oasis album is only notable because they're playing new songs by a band everyone already knows about.
You could copy from the Humble Bundle scheme: pay what you want, and set the amount you want to donate to a charity. That way you can tie into that charity's support network. Take it a step further into Humble Bundle territory, and offer your back catalog, or team up with other bands who have new albums out.
Depending on your audience, you can come to them. Tour college campuses and play in unusual locations (easier if you can go acoustic, but I've seen people traveling around with portable amps). Also: traveling musicians, wandering through the campuses. Don't disturb classes, don't be dicks (Sexy Sax Man was amusing, but didn't win points on being polite). Play retirement homes (and send out press releases about bringing new music to older folks, I'm sure you could get some local press coverage). Team up with dancing groups or street performers, but be sure to practice ahead of time (or find groups that are really good at improv that can support your music).
posted by filthy light thief at 8:49 AM on August 10, 2011
As for uncommon promotions, pay-what-you-like is done to death. That's a great feature on Bandcamp. And having street bands play an unreleased Oasis album is only notable because they're playing new songs by a band everyone already knows about.
You could copy from the Humble Bundle scheme: pay what you want, and set the amount you want to donate to a charity. That way you can tie into that charity's support network. Take it a step further into Humble Bundle territory, and offer your back catalog, or team up with other bands who have new albums out.
Depending on your audience, you can come to them. Tour college campuses and play in unusual locations (easier if you can go acoustic, but I've seen people traveling around with portable amps). Also: traveling musicians, wandering through the campuses. Don't disturb classes, don't be dicks (Sexy Sax Man was amusing, but didn't win points on being polite). Play retirement homes (and send out press releases about bringing new music to older folks, I'm sure you could get some local press coverage). Team up with dancing groups or street performers, but be sure to practice ahead of time (or find groups that are really good at improv that can support your music).
posted by filthy light thief at 8:49 AM on August 10, 2011
As filthy light says, you can play in unusual locations. I am not a White Stripes fan, but did admire Jack & Meg's many-unusual-location tour that they documented in Under Great White Northern Lights
Gungho - I suspect you are correct, just wrong synonym, but I thought maybe 'gorilla' was in quotes because Buffalo was trying to voice an opinion on guerilla marketing. (I'm just not sure what that opinion is : )
posted by bitterkitten at 2:56 PM on August 10, 2011
Gungho - I suspect you are correct, just wrong synonym, but I thought maybe 'gorilla' was in quotes because Buffalo was trying to voice an opinion on guerilla marketing. (I'm just not sure what that opinion is : )
posted by bitterkitten at 2:56 PM on August 10, 2011
Aussie band Regurgitator is releasing their new album as a Playbutton, a pin that contains an album.
posted by Lovecraft In Brooklyn at 5:04 PM on August 10, 2011
posted by Lovecraft In Brooklyn at 5:04 PM on August 10, 2011
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posted by griphus at 7:15 AM on August 10, 2011