Music Marketing for the DIY Musician by Bobby Borg

Author:Bobby Borg
Language: eng
Format: epub
Tags: music business, marketing
Publisher: Hal Leonard
Published: 2014-08-28T16:00:00+00:00

Consider Alternative Venues and Events

Another method for placing your music before the public is to use alternative venues and events (those that are not your typical club or concert setting). Depending on the profile of your target fan and the brand identity you want to project, alternative venues can include the following: bookstores, independent record shops, art galleries, skateboard parks, military bases, conventions, and even corporate parties. All of these places are typically less competitive than your average club, and they can provide a faster route to building awareness in your local marketplace. Note the following example.

While attending the Berklee College of Music in Boston, my very own rock group rented a small house that we named the “Rock House of Waltham,” built a small stage in the cellar, and threw our own wild parties that we promoted at all of the local colleges in the area. Because students perceived these events to be more private and exclusive than clubs, hundreds of people showed up. Eventually we moved this crowd into the clubs and bypassed the typical “Sunday night at 7:00 p.m.” booking slot that most bands have to endure. We accomplished this by using a less competitive channel of distribution and by proving, on our own terms, that we had a following.

So, whether it is coffee shops, wineries, or some other alternative place to play, be sure to write alternative venues into your very own Marketing Plan of Attack™. You’ll be really glad you did.

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