Everyone knows the music industry is looking for a way out of the funk it’s been in the last bunch of years. I like the idea of crowdsourcing funds to support a band. Problem is, bands need a lot more than money to break through. This is where fund fansourcing sites like the brand new ioumusic.com and previously established kickstarter.com and rockethub.com fall short.
These sites should act as portals, gving bands a real chance at success. Rather than just offer to collect financial resources, offer marketing services, management and/or advice. There are so many things bands need to do these days to keep up with the evolving internet and consumer landscape. Money is only one small piece. With the use of many online tools, including social networks, I frequently market projects without spending a dime. These campaigns are successful because how a band interacts with their fans is more important than the sound quality of their recording. Their enegery and musicianship on stage is also a lot more important than the lighting.
These programs are a good start but can be so much more beneficial to bands with some easy improvements. I’m curious to see how this evolves and whether this model will lead to many actual successes.
Good marketing gives a product (or service or content) every possible chance to succeed.
People often refer to successful marketing campaigns as brilliant, only after the campaign has succeeded. The same marketing can be set up for multiple products but only succeed for one. Everything else equal, the marketing for the failed products was just as good as the successful campaign. However, the failed campaigns do not have the same value or get the same credit as they did not succeed.
Faris Yakob, a very smart guy I have never met (but have read his words and his daily thoughts on random topics - ah twitter) points out that “The value of an idea only exists after an idea is in market.” (You can watch him say this in a video on his blog.) I used this thinking to boost my argument for a simple promotion with the digital team at work. We were brainstorming ways to get more people to visit one of our artists sites and stores. We came up with a seemingly stupid idea but I believed it was clever, user-friendly and would accomplish our goal. We added a module to the site, displaying fans’ photos. In order to get their photo on the band’s home page, fans had to send a tweet from a widget on the band’s webstore. It was one of those marketing campaigns that could work and be considered smart or fail and nobody would even mention it. The campaign was moderately successful (not “brilliant”) and contributed to our highest trafficked month in the site’s history and a very respectable pickup in revenue. This program may not be brilliant but it was one piece of a larger marketing campaign, an additional tool to help the artist reach current and potential fans.