MARKETING YOUR MUSIC
The biggest failure you can make in marketing your music is to think that anyone at all is out there searching for you, or the type of music you make. They’re not. People want to be spoon fed these days, they do not want to think or search, and even DJs are falling prey to this – and we are supposed to be the ones bringing new music to people. No one is going to search for “new electro house” and find you just because they want to. You have to get to them, and that means advertising, networking, and pushing constantly.
My biggest issue with this new media world we live in is that it seems like we’re more connected with more opportunities, but they are becoming more and more slim because “people with power” don’t pay attention to anyone unless they’ve already build an audience of at least 10-20k. If you don’t have a huge following on all the major networks, no one is going to pay attention to you, and building that audience is a painful process.
I cannot deal with the idea of going out to network in the “EDM” scene now. It’s garbage. Unless you have a kitchy theme or a rich daddy to back up your career as a so-called DJ, you’re running your head into a brick wall. I have no idea how some label head goes to some of these DJ duos and says, “Here’s $100k a night for playing other people’s music”. It’s atrocious. EDM is a bubble that’s going to pop very soon.
I took a little synthpunk band from a modest following and in two years I had us playing SxSW, getting played on 300 radio stations, getting sold in Hot Topic stores (including our merch) and getting placed in MTV shows, and even then, I had to work 14 hours a day to keep the machine going. I barely had time to make music, but I couldn’t stop, or the money would stop. I couldn’t pay someone else to do it, because I needed every single dollar to run the business. In all that time, with all that attention, I never had one single label pay attention to me without me badgering them. Labels are dead, and they only have themselves to blame if they don’t seek out new talent.
Bottom line: do the work yourself, no one else is going to.