If I Were Paxahau’s Chief Communications Officer (CCO)

The 2010 Movement festival has come and gone. For most of us, it was a whirlwind of a weekend. I am still recovering from the two days I went downtown to partake. There were highs (Martinez Brothers (thanks K!) and Kraak & Smaak) and there were lows (Hudson Mohawke’s no-show and not being able to see Plastikman). All in all, it was a solid job by the event production crew that is Paxahau. I tip my hat to them.

As some of you may have read my open letter to Paxahau, you may find the last sentence a bit interesting. Since posting the letter, I have had some compelling discussions and received a lot of constructive feedback from many in Detroit’s electronic community at home and abroad. It has always been my position that Paxahau is the preeminent leader in the community from whence they emerged. With that leadership, I feel they have a certain responsibility to its community. As an admitted outsider, it would seem that Paxahau has not been very active as community leaders, but after talking to some insiders, I am of the understanding that they do plenty. Problem is, it is not helping them if only a few people are aware of their positive work beyond the festival.

I have some ideas on how they can patch this hole. Imagine, if you will, as if I were responsible for handling Paxahau’s communication efforts. For the moment, consider me the Chief Communications Officer, CCO or Director of Communications at Paxahau. My initiatives as CCO are going to address the following issues:

  • Misinformed / misdirected troll fire
  • Lack of genuine local community support
  • An under-educated community on the Paxahau brand

By acknowledging these issues, as CCO, it is clear that we need to take control of the Paxahau brand message, as well as build up stronger organic word-of-mouth for future Paxahau events.

Before I lay out my tactics, check out this video:


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#2 Music Industry Secret to Success – Reach Out

I have developed a set of music industry “secrets.” These “secrets” are designed to develop positive behavior, so do not expect a ton of tactical talk. Strategy will be the ultimate takeaway. In each shared “secret,” we are going to give ideas that should help you make the right changes toward a substantial music career. Be sure you check out the previous “secret” of “Be Yourself” before reading this.




Touched by an alcoholic by the Comic ShopHere on FryinginVein.com, we have discussed the importance of listening, particularly in the Vanilla Ice-inspired “Stop, COLLABORATE and Listen” post. Listening is key to wrangling new collaborators, friends and fans alike. Mind you, these people that you find can be all to you, but that will be up to you.

Once you have listened closely and found those that you believe would be good to get better acquainted, take the time to find out where they really dwell. You may have found them on Twitter, but take a dive into their bio/timeline and see if they might have a website. Most likely, that is probably their favorite place. You can check to see if they have a blog, a contact page or a better place to get their attention. These efforts are all steps that you should consider in your outreach efforts.

Outreach is critical to building any sort of network. It is a task that should be a constant chore. Staying in touch with your fans will prove to be the easiest way to stay relevant with them. You may not always have new material to share, but maybe it is time to see what is happening in their world. Such a basic function gives so much in value and it is probably one of the cheapest PR/Marketing tools you can leverage.

STRATEGIC TAKEAWAY

REACH OUT – learn more about the people you attract and figure out what your common interests.

Now for some tactical advice, check out my buddy Refe Tuma’s Creative Deconstruction blog post on how to properly connect with music bloggers.

Have any good outreach stories? Please share them in the comments below along with any other thing else you are compelled to say.

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#1 Music Industry Secret to Success – Be Yourself

I have developed a set of music industry “secrets.” In the coming weeks, I will be laying out a step-by-step ideology on the right way to market yourself as a music artist. These “secrets” are designed to develop positive behavior, so do not expect a ton of tactical talk. Strategy will be the ultimate takeaway. In each shared “secret,” we are going to give ideas that should help you make the right changes toward a substantial music career.

The Internet has given you all autonomy and boy, are there many of you. By you, of course I mean music acts. You all are in this big Internet sea looking to wash ashore as something that people will want to take home. The thing is, it seems that very few of you know how to appear as a beautiful sea shell or a starfish. It seems that the Internet has been sullied by a corporate toxic waste dump which has infected many budding music crustaceans. When the tide comes in, all we tend to get is underdeveloped slug-looking material that has no character or distinguishable markings. It is sad, much like a Humane Society commercial with Sarah McLachlan music (Amazon affiliate link for “Angel”) playing in the background.

There is one thing that is very obvious from watching artists trying to garner attention and that is the trend of people trying too hard to look special. While it is understandable why you are trying so hard, you just need to STOP. Just Be Yourself. What is the point of trying to look cool on the Internet if you are socially-awkward in person? Your fans should like you for you. Alter-egos aside, we tend to attract those that are much like us in thought, look and personality. Music is a medium that has that natural attraction power, so you should let it do the talking.

If there is anything you should be doing, then it is looking to see how you can be you while helping others. We gave you the 5 steps to a successful music career with 1000 fans and OUTREACH was the name of the game. You should seek those that are more like you and add value to their lives. Share their messages with your network. Give them free music that you believe they would like. Acts like this comes easy when you act natural and attract those that are like you.

STRATEGIC TAKEAWAY:

BE YOURSELF – doing this will help you attract the right kind of attention you need to get to building 1000 true fans.

Hey, let me know what you think of this advice. Don’t worry. I have a thick skin. Let’s chat in the comments.

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