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The classic guide to independent music promotion (revised and updated 2013). With this manual, you’ll discover that music marketing doesn’t have to be expensive or flashy to be effective. Whether you’re promoting a fast-growing indie band, record label or solo act from your basement, the Guerrilla Music Marketing Handbook gives you the tools you need to get the most out of your music career.
Students must enroll in a certificate by paying the $175 certificate registration fee prior to completing the final course in the program. All for-credit courses that have been awarded a passing grade and that align with a certificate program may transfer into that program.
Ian Clifford is the owner of Illicit Media, a music management and consulting company. He is also the owner of Make It In Music, an online site that is the ultimate resource for aspiring musicians offering advice, tips, and insight on all the skills needed by modern artists to succeed in the rapidly changing music industry.
Social media can launch and fuel an artist’s career. Rather than read about marketing techniques from a musician, learn from someone who’s exclusively focused on social media. The book is easy to read, with plenty of clear, easy to understand examples.
While this does happen, it’s extremely rare, and setting the unrealistic expectation that it will happen to you is a recipe for failure. Instead, set yourself apart from the crowd by learning all you can about different music marketing tactics, and treating your music career as a business.
The cost for an individual course includes the tuition fee. The cost of required books, hardware or software must be purchased separately, unless it is stated that these costs are included with your enrollment. Some courses may include additional fees for files or content.
And that’s what this article is for. I’ll share 21 books that will help you out in your music career. Some of these are written specifically for artists and industry people, others are written for a wider audience… but the information inside them is applicable to building your artist career.
If you want to be effective as an artist, you need systems in place. This book breaks down the importance of habits, where they come from, and how to change them. Understanding this will help you make the most out of your waking hours.
If you’re the type that likes to sign autographs and hang with the fans, then you can look forward to selling them upgrades with the help of these VIP ticket experience companies.  This ties in nicely with the 1,000 True Fans concept mentioned above.  Ticket upgrades are a powerful revenue source, and something the artist should always strive to retain.  Most of all don’t sell these rights.  There are some fantastic players in this space to partner with.  Here are some companies that have shown dedication to rock musicicans.
But that doesn’t mean you’re forced to perform in the traditional ways. Bars and clubs aren’t the only options. The Internet has opened up new ways to perform which didn’t exist just five years ago. One route is through live video performances, either for a small, personal audience through a service like Skype, or for a large audience through platforms like Twitch. On Twitch, you can live-stream your performance, interact with your fans through chat and video, receive payments, and sell merchandise. Some artists are using connections built through the Internet to book small house shows all over the country. The crowd is small, but intimate, and fans are willing to pay more in order to actually meet and hang out with a favorite artist.
If you do this, make sure you have your music registered with BMI, ASCAP, or SESAC so you can earn royalties. Additionally, for discovery, add your music to Shazam so the businesses customers can easily identify your song.
This can be a delightful way to earn on the side. I sometimes find myself looking for new and interesting music to listen to whenever I want to relax. I’d definitely welcome any worthwhile opportunity to earn extra while doing something I enjoy. It’s also a good opportunity to help aspiring music artists. Thanks for sharing this post.
The platform Synkio can assist you in getting your work into circulation and earning some money along the way. The company was founded in 2013 and has offices in both Los Angeles and London; however, everything about their service takes place online. Their mission is to reduce the barrier between musicians and the artists, businesses, agencies and developers that need their services. Some of Synkio’s clients include big names like Google, Microsoft, Apple, Audi, Kia and Sony Pictures — but for the most part, licensing comes from Directors, Producers, and Game Designers.
Our services can be accessed à la carte and integrated into your existing marketing plan, or we can create a custom plan for your entire campaign. Whatever your needs, we are versed in all things digital!
None of this is good news for the recorded music industry as a whole. Streaming may eventually become a massive business fueled by tens of billions of consumer dollars, but we’re certainly not there yet. And when we get there, it’s not clear what proportion of those billions of dollars will be flowing into the pockets of the recorded music industry.
The book wasn’t bad. It just didn’t seem to have anything in it that was really a new idea to me, and it contained a number bits that made me suspect the amount of real world experience the author has. For example, the book begins describing the record company marketing process with a (fictional) story about a blues-rock band getting big in Tampa and getting signed to a national label, who then markets their record with a full blown campaign directed at 18-50+ males and females, choosing a 12-bar ballad about an African tribe forced into slavery as the single, and producing a master run of 1,000 copies of the album for national distribution. Now, I’m just a wannabe musician playing in a crappy rock band in Austin, but if that’s the kind of marketing campaign that makes platinum records, I have a feeling I can revolutionize the industry.
After reading many different books on promotion and publicity for independent musicians, I*’ve grown skeptical toward what more a new book can offer. Generally, the books I’ve read don’t offer information for the trenches. Instead, they offer a little lame commentary on the fact that you would get more publicity and promotion if you were signed to a major label, and perhaps they theorize on how an independent musician might make a little splash in the medi, but there is usually very little practical information. “Guerilla Music Marketing Hand Book…” has proven an exception to this trend, with concise chapters full of very practical tips on tweaking press kits and pitches for better effect when approaching media about promo and publicity. Highly recommended.
Adding a mailing list signup sheet to your merch table can be a great way to collect emails from new and existing fans attending your shows. It’s especially powerful when accompanied by powerful incentives.

In 2004, he joined LAUNCH/Yahoo! Music. As Head of Music Programming and Artist/Label Relations, he managed a team of radio and video music programmers and interfaced with record labels, artist managers, artists, and business leaders for Yahoo’s branded original content music programs. He then joined PledgeMusic as the Global Head of Business Development, negotiating and closing deals with record labels and various manufacturing, marketing, and ticketing companies. John has been developing and managing artists his whole career, served as the president of a music festival/concert series, and founded and ran his own FM talent management company.
This is one of my favourite books on the boring side of the music business (sorry music lawyers). In Music Business: The Essential Guide to the Law and the Deals Ann talks through everything you need to know to keep your hands clean and be prepared when managers, record labels, sponsors, and other music companies start asking for your autograph on a dubious piece of text-heavy paper. The book is fun and has lots of hard-hitting case studies from her career as a music lawyer where well-known musicians got screwed over by lawyers, record labels and other music business professionals. If you’re looking to learn about the various types of emerging deals and contracts, this is the book.
Weren’t expecting to see advertising on a post about how to make money?  You need traffic and awareness.  Advertising achieves both.  And if you convert your traffic right it will make you money.  Advertising is not just for albums.  You need to advertise for singles, EPs, and even streaming.   Facebook ads can generate 3x returns.  
If you’re looking to build your mailing list, a quick way to do that is with Facebook lead ads. These ads are pre-populated with a users information that’s been shared with Facebook, such as their email address, city, and phone number, which makes it a smooth process for them to complete the form and subscribe to your mailing list. You can use these ads to target people who’ve already liked your page to turn them into mailing list subscribers.
Getting played on college or FM radio stations is a great way to expose your music to a dense population, which is great for touring. When considering radio promotion, you want to educate yourself on the arts of direct mail and cold calling.
It’s another beautiful way to earn coin while still connecting deeply with your fans to create a memorable experience and a more engaged community of people who will adore you and support you forever!
Like Instagram, Pinterest is all about images. Creating boards for high quality album art or band member interests can result in a large amount of organic exposure through Pinterest’s platform. Boards can even show up in Google search results.
“Got your new Guerrilla Marketing Book. Only just started reading it and I like it. I’ve read other music biz books and they always seemed depressing because the attitude of these authors is “well so many people have tried so hard at making a success at music and failed, so the chance of you succeeding are really slim, but here’s this book anyway, good luck.” They made me feel defeated before I even started. So I’ve steered away from getting any more music biz books.
Track your sales data, worldwide 24/7 through our secure web based dashboard. Access analysis tools such as; Revenue by Service, Format, Top Albums, Tracks and Artists to get the kind of information you need to compete.
While marketing doesn’t always have to be two way, if you don’t implement a two way dialog somewhere in your music career, you’re going to find it a lot more difficult to build up a fanbase than those musicians who do.
A Free listing at Gig Salad allows for inclusion in up to two categories with the display of three photos. Deposits from clients are accepted at this level up to $200; however, you’ll receive the lowest visibility on the site. A Pro listing includes higher visibility and listings inclusion in up to fifteen categories. You may include fifty high-resolution photos as well as audio, video and a link to your website. Deposits from clients are accepted up to $1,000, and priority phone support is also included. A Featured listing offers the highest exposure and visibility on GigSalad. You’ll be able to list in up to twenty categories, show 100 high-res photos, upload audio and video, and link to your website. Deposits are accepted up to $2,000, and priority phone support is included.
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