Ever since I decided to provide practical advice to creatives, I have been on a hunt for folks like myself. In my search, I have come across a few cool people, most of whom have even cooler blogs like Refe at Creative Deconstruction and Justin at Audible Hype. I have also found a lot of posers, jumping on the social media bandwagon to sell “virtual snake oil” to unknowing creative types. They push their 15,000 Twitter followers or random viral video success that was probably generated by video-replay bots built by $5/hour programmers in India.
Out of all that I have found so far as career types in the music industry, it is interesting to me that there are so many that present themselves as a resource for artists, but they do not offer the proper understanding needed to master their material/tool/servuce. It makes you wonder if they even really understand what it takes to market a product successfully.
I am finding for every three (3) capitalizing music industry hack, there is one (1) genuine person that actually wants to help artists in order to have long-term clients and not just make a quick buck. The author of the featured piece is one of those genuine types. I have been able to witness this person’s passion firsthand at the New Music Seminar in Chicago as she kept questioning the habit of industry vets using industry speak that paying patrons didn’t likely understand. Getting to speak with her afterwards, I found she was really and willing to actually share the real advice people were seeking.
Ariel Hyatt is the founder of Ariel Publicity & Cyber PR a New York based digital firm that connects artists, authors and filmmakers to blogs, podcasts, Internet radio stations and social media sites. She, in conjunction with leaders in the new media space for the music industry, put together a list to combat a lofty one put out by Billboard on what it take to get “maximum exposure” in music today. Essentially, her INDIE MAXIMUM EXPOSURE LIST (A GUIDE FOR THE REST OF US) is a practical list of things anyone should consider when trying to build a business. If the message should be anything to artists is, there is a lot of work involved in the process to building a sustainable fan base. A music can no longer take their fans for granted.
I have only gotten through the first 20 pages and I am deeming this guide a must-have. Study the advice and commit it to memory. They should create an audio book of the document. Seriously. When you begin to devise a plan for your next creation, keep the importance of sweat equity in mind.
That is all, folks. Get back to work. This post has pushed me to do a piece on the necessity of PR in any music brand’s success. Stay tuned for that.