With a technology-driven generation on the rise, the international music industry has jumped onboard the social networking bandwagon. Never has it been easier to utilize online tools for self-promotion and communication. If you've got your various pages up and working, we've got some industry insight to help you maximize their potential via the type of content you're sharing with your fans and beyond, If you're an artist or industry professional who is not yet active in the many social networking communities in Cyberspace, quite frankly, it's time to get started. And don't worry - we can help you with that, too...
How Social Media Helps The Music Industry
"Social networking offers a way to communicate with your fans on a daily basis," says BC-based country music artist Jessie Farteli. Farrell is well-known for going above and beyond with regards to her social media skills, and the industry has taken notice. In fact, she was chosen to perform a skit on the very subject with Reba McEntire and Martina McBride at the CCMAs (Canadian Country Music Awards) last year.
"I have someone who advises me on web strategy, who also advises other artists, and I've learned and ultimately gotten so much from it. I get so much positive feedback online and I didn't expect to interact with so many fans on such a wonderful level." she says.
"It's a way to leverage your message." says pop/country artist Dave Carroll from Nova Scotia, who recently released his third "United Breaks Guitars" video He used YouTube to broadcast his trilogy of music videos regarding his Taylor Guitar that was damaged during a flight with United Airlines, which has brought him international recognition through media outlets such as Reader's Digest. CNN. and Rolling Stone. "Social media and [social] networking allow you to do that in ways you never could before. It allows you to thrive as an independent musician."
Putting it more simply, Eric Alper, Director of Media Relations and Label Acquisitions at E1 Music Canada, says: "Social networking is the greatest thing that's happened since sliced bread. It's a way to have a relationship with your fans and other people in the industry and it's very immediate."
Point and case: the band Stereos, from Edmonton, who worked for over five years to get their music to the masses, and finally stuck gold with their appearance on MuchMusic's disBAND. This opportunity allowed Stereos to be heard on a national scale.
"As far as the world is concerned, we broke overnight," says Pat Kordyback, lead singer of Stereos. The TV show finally put them in front of their intended authence. "It was something that we couldn't really do on our own, so it basically just launched us completely and it changed everything overnight," he recalls. "The next day, people recognized us on the streets."
Stereos are now active on Facebook, MySpace. and Twitter, among other social networking communities. Kordyback says every artists should be "as active as possible, especially at first, to engage people. There are a million other bands and you have to give [your fans] what they want. in a sense." if you have fans who are constantly asking you questions to see what you have in store for them, then you should be thankful, and "feed that side of the industry as much as possible."
"If you feel like connecting with fans is a burden, then you probably shouldn't be in a band," says Kordyback. adamant that sacrificing the connection with fans (your customers) through social media is not an option. Even when the guys from Stereos are tired, they would rather be exhausted but still spend a few hours on Facebook and Twitter, replying to messages from fans, than to go back to their old day jobs.
Social networking has provided artists with a great tool for marketing, promoting, and advertising. Facebook Events allows people to sign up and interact with other fans before and after shows; however, it is important not to ask too much of your fans without giving something in return. This is why responding to messages and offering free downloads and contests are so vital - they create an equal, yin-yang relationship with fans.
Derek Bachman, Program Managerand FACTOR Regional Evaluations Coordinator for the Saskatoon office of SaskMusic, also values social media for providing a faster method of communication, a strategic marketing tool, and an easy way for artists to promote themselves internationally, "Essentially, it's an electronic press kit without [the artist] sending me a CD or me going to their website," he says in regards to the plentiful amount of artist information found online through Facebook, MySpace, Twitter, and YouTube alone.
You Can't Have One Without The Other
Obviously, the most popular tool in social media, among fans and artists, is online activity; Facebook, Twitter, and (maybe to a lesser extent now) MySpace all being at the top of the game for creating virtual replicas of one's self online.
"It's a tool in the toolbox," says Bachman, breaking down the three networks and their uses. Facebook, he says, is changing the way bands and artists present themselves through Fan Pages, Groups, and Events. Twitter is the easiest method to send direct updates, such as tour cancellations or changes while on the road.
Justin Bieber has used social networking to inform fans of riots at concerts or gigs that are at maximum capacity to avoid overcrowding, injuries, and disappointed fans. This method is being used by artists worldwide, from private gigs by indie bands to electronic artist deadmauB Tweeting during his performance at the Winter Olympics 2010, warning people not to come to his show because the line was six blocks long and security was not allowing anyone else in.
"Facebook and Twitter are used to communicate and have kind of merged." by allowing Tweets and Facebook status updates to act as one, says Bachman; however, he makes it clear that one won't be replacing the other anytime soon.
MySpace, he goes on, is still a great tool to get a preview of an artist's or band's music, as well as check out their image and brand. "If I hear about a new band, the first thing I do is still go to their MySpace page," he says. "If a promoter is calling me and asking me for suggestions of bands. I send them MySpace links, because it's instant."
How Close Is Too Close?
Farrell devotes a couple of hours a day to replying to Facebook and Twitter messages and keeping her fans, or "web friends" as she calls them, in the know. As a result of her hard work in pleasing her fans, they return the favour by sharing and advertising her music online. "I feel like my fans online are relentlessly loyal. They're such cheerleaders for my music," she says with gratitude.
She admits that being in the country music genre has a lot to do with her devotion to social networking. Country musicians are known for connecting with their fans. Social media allows all Canadian artists to reach across our great nation in a way that requires far fewer Air Miles. Farrell strives to become a virtual version of Garth Brooks through social networking,
"Everyday I think of Garth Brooks, and what he's achieved in person, I try and do online," ensuring that if she's had a request for a fan birthday phone cai! or to send flowers for an anniversary, she makes sure to fulfill it. "Garth Brooks had this opportunity to be everywhere, and I don't get to be with millions of people all the time and do these things in person. I'm trying to adapt to what he does by doing a lot of that stuff online right from my hotel room, or from the bus, or from home."
On the other hand, some non-country artists feel differently about appearing as an approachable, friendly artist online. Alper brings up the issue in artists such as Led Zeppelin, who arguabiy became famous in part due to their mystique, and the fact that they would never do in-depth interviews or share personal information. These artists, he fears, may become a rare species because of a fan base always demanding and prying for more information.
Stereos, a median between the two extremes - Led Zeppelin and Jessie Farrell - face challenges in their online activity. Kordyback admits fans "demand a lot more entitlement," and from Stereos' perspective, social networking goes farther than portraying an online persona. Sometimes, it can go so far as to being invaded for information pertaining to their daily lives. Kordyback says he can't believe how quickly people can find out things about their personal lives before it ends up in gossip magazines via photos shown in their personal friends' profiles on Facebook or unintentional tagged photos of Stereos.
Are You Connecting, Or Just Creating "Noise?"
There is a fine line between connecting with fans and creating what Bachman and Carroll refer to as "noise."
"You have to be smart about it and selective with getting the news out there, otherwise, it could just becomes noise." Carroll says, explaining that if you are constantly filling them with nonsense information, then when you actually have something valuable to say it might be lost in a sea of noise.
While social networking is benef icial for artists, in providing an opportunity for everyone to have their own voice. Carroll explains the Internet is crawling with artists dying to get their music heard. This creates a probiem where fans and industry professionals are forced to cut through the noise and risk your message being lost in the mix Creativity, he advises, is what catches people's attention - not knowing what you ate for lunch.
Aiper believes newer artists do not have a "filter" separating the information fans need to know, versus what they want to know. "Sometimes they're just letting their fans know everything." In other words, the information cannot be forced. As an artist or industry professional, you shouldn't be updating your Facebook status or Tweeting just for the sake of writing something. Give your followers a reason to read it. Lure them in.
"The key for "United Breaks Guitars" was that it was so relatable," says Carroll, who uses a different approach to social networking, primarily and most successfully through YouTube. "Humour is huge. Humour has a good way of drawing people in and making people want to come back and tell their friends."
The information in his trilogy of music videos carries a meaningful message, focus, and purpose. Carroll did not upload a revengeful video diary, hoping people would tune in. Instead, he created quality music videos, with the help of volunteers, with a goal of reaching one million views. His topic at hand is funny, relatable, and has a clear objective. With solid planning, he has become more successful than expected. "It was so relatable that it was a worldwide phenomenon."
Mastering The Art
Achieving and maintaining a positive web presence isn't easy. As with everything else in this business, it takes time, patience, and effort. Avoid building that presence in the same manner you may have run your personal social networking accounts before becoming a recognizable artist or band member.
"I've seen some people who are really good at it, but some aren't. Some create the page and expect it will get all these views and hits," says Bachman, suggesting every artist spend a few hours a day "cross-networking" and building an online persona. "How willing you are to use it is how successful you might be with it." He adds that having the motivation to recruit followers, friends, and fans is the key to social networking.
"I feel strongly that you have to have a relationship with them," says Farrell, relating back to the yin-yang compromise. She says you should "honour" and "respect" your fans, treating them as close friends you would welcome into your cyber home. "Ask them what they think about things and you'll find that they will come back to your shows and they will be loyal."
Be warned, though; social networking cannot and will not replace the physical and existing means of exposure. You still need to pitch to radio, tour, send some mailings, and the whole lot. Social networking isn't meant to replace actual networking - it can only enhance it.
"There's still a lot of things you have to do in coordination with the social media," says Bachman. "It's the combination of everything that helps artists find success."
[Sidebar]
SOCIAL NETWORKING COMMUNITIES AT A GLACE
With Derek Bachman and Eric Alper
MySpace:
* Fast and easy: within five seconds you can view a bio, hear some music, read some reviews, check tour dates, and get connected with other pages (website, Facebook, Twitter, etc.),
* You are not required to "sign up" or "become a friend" to view information.
* Like an electronic resume.
Facebook:
* Now working with iTunes so music purchasing is available.
* Personal profiles can only hold up to 5,000 friends; however, Fan Pages and Events make connecting with fans easy.
* A shorter bridge: more information is shared, such as videos, photos, tagged photos by fans, bios, etc. and responding to posts and inbox messages is easy.
Twitter:
* Offers higher security settings and people can follow and have as many followers as they desire (as long as the numbers fall within an 80 per cent balance ratio)
* It is easy to give out information quickly with the 140-character maximum cut off, which can also update your Facebook statuses.
* Re-Tweeting allows fans to advertise for you, creating a larger social network.
[Sidebar]
DOS & DONTS OF SOCIAL MEDIA
with Eric Alper
DO:
1. Follow people outside of your comfort zone, such as another time zone, province, country, or even genre. "You might find that you're getting a really great response and that might be used for a possible future gig, or at least maybe some airplay down the road."
2. Connect with your fans though personal messages for birthdays or other celebrations, and follow your fans to check out what they're interested in. "I would definitely keep track of who is following you and make sure that you're following them as well," he says.
3. Don't be afraid to get down and personal with your fans. "Be as personal as you possibly can. Don't try to manipulate the system, because there's nothing really to manipulate," he says. "You should treat them with the utmost respect because they could be going to any band possible, but they chose you."
DONT:
1. Send an automatic thank-you notice (aka Spam). "The impression is. 'You don't have to thank me because I already know who you are.' So don't spam me with your welcome message."
2. Involve religion or politics, if at all possible. Even in the case of elections and political or religious music, try to keep everything clean and in moderation. "Sometimes people just want Io hear the music."
3. Remember the 3 Ps. Don't say, write, or post anything you wouldn't share with your Parents, your Principal, or the Pope. "Don't put anything on Twitter that you couldn't say to somebody's face. And if your mother were to read this stuff, would she be disappointed in you? Because it's going to come back and it will bite you, and then you're going to have to do some explaining."
[Author Affiliation]
Ashley Foley is an Editorial Assistant with Canadian Musician.
