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Do you want to know how to promote your music? How do you promote your music online? And, more importantly, how do you do it in a way that is fun??? If you’re like me, it’s easy to focus on writing music but Resistance is strong when attention has to be diverted away. So, the challenge has always been to think about this whole concept a little bit different-this concept of promotion as an artist. That was my biggest challenge. What really really help me was when I started thinking of promoting online as a means of extending the message in my music to other forms of media!

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For example:

Recently, we had the opportunity to pursue working with a speed painter by the name of Dale. Dale has an unbelievable live show and was looking for a live band to integrate into it. The concept was simple: He wanted to blend the visual elements of his artwork into auditory elements. He wanted to combine the excitement and emotion of his painting’s and create a more organic, engaging show. The best way to do that was to pursue a more organic experience with live music.

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Why a musician should care:

Art is art. No matter how you look at it. Visual artwork in the form of a painting is breathtaking. Combine that with the emotional connection that can form through music and you have something incredible! A live music video taking place before your eyes. Another instrument being played, the speed painter and his paintbrush.

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The strategy:

We needed attention. We wanted to provide people with something the were interested in already while exposing them to us. But, the catch was that we would create something people were already looking for. Something people wanted. Something that they were already familiar with, already searching for.

We would create something fantastic, knowing all along what they wanted, and then put that “fantastic something” directly in front of them.

So, when they watched it, we would expose them to our brand and provide links and contact info should they decide to investigate us further. Perfect marketing!

Basically we wanted to create a commercial for our own benefit, only it was something people wanted to watch.

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Planning:

The idea was to create a video around a pop culture trend, something people would already be looking for.

We would basically make a video that featured the speed painter and one of the band’s I work with, Apollo Electric, both interpreting a trending cultural icon through two powerful and entertaining art forms.

The speed painter would paint the icon, and Apollo Electric would repurpose the icon’s theme song.

Step One: Which Icon?

We met in January of 2015. Dale, Myself, Joel from Redeemed Marketing, and Ryan from Apollo Electric.

We began to discuss common interests in pop culture, but we wanted to make sure the icon we were repurposing was interesting to us all.

We did not want to be disingenuous for the sake of popularity. That doesnt work. Being fake does not work and we wanted no part in that.

Step Two: Get Specific

We began by brainstorming. We quickly realized our common interests and the two categories of pop culture to focus on: Films and music icons.

With those in focus, we started naming different movies and rockstars. Everything from Black Sabbath to John Lennon, Indiana Jones to Mad Max.

It didn’t take us long to settle on an upcoming release that was perfect for our interests and incredibly iconic.

At the end of 2015 the new Star Wars film, The Force Awakens was set to release, and we were all excited for it. Star Wars was to be the pop culture icon we would create a video around. Yoda and/or Darth Vader specifically.

My inner nerd was crying (tears of joy)!

Step Three: Research 

After the meeting with Dale and Joel, Ryan and I had a discussion about the upcoming video and how in the hell we could create a solid rendition of any number of the themes from Star Wars.

We decided to break up the tasks between the two of us. Ryan would explore different options musically, and I began to identify what people were already looking for, related to what we were doing.

I wanted to find out who would be interested in exactly what we were doing so once the video was complete we could put it in front of them!

 

For a quick overview, this is what I did:

1. Went to adwords.com

2. Started a free account

3. Got search volume for “star wars art” – 6600 average monthly searches!

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What do you think?

Do you believe this is a relevant method of promoting music and/or music videos?

Do you have any questions?

How can you implement this technique into your own music marketing strategy?

Let me know in the comments!

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