The West Australian Music Industry Association
Notes For Young Players
Copyright ©2001 WAMI Inc.
An Introduction to the Music Industry
Section 3.
SELLING THE ACT
INTRODUCTION
Put yourself in the place of the average audience member. They are your customers. How would you persuade them that your band has something more, or better, or different to offer? How would you entice them into paying to see and hear you play?
Think hard about this!
Competition for the audience is always fierce and the better you do this exercise (above), the more successful you will be. Stay focussed on what you want to communicate to the public.
USING THE MEDIA
There are many contradictory and uncomplimentary things said about the media, but the undeniable fact is that, if you are to be successful, you generally have to have your music played on the radio, appear on TV and talk to the press. Some artists don't and develop huge underground or cult followings, but most of us have to play the game.
The media is the most powerful tool in the development of your public career.
To advertise on radio, TV or in the press is expensive, but used wisely can make great advances in your career possible. Posters and flyers are relatively cheap to produce and are excellent advertising - they can be distributed by you right to the places where your potential audience is. Promoters and Venue owners also produce these. Try to be involved in the design, at the very least make sure your name is spelt correctly!
The media will work for you if you do your research. A large newsagent will have a range of newspapers and magazines that feature music. Make a list of who's writing about what and when. The Australian Music Directory can be a help here. Some of the copy will be editorial, some gig guide or industry gossip and news.
Radio is easy. Listen and identify the programmes that play your kind of music. Check out newspapers for programme guides. Once you've done this, ring the station and find out who the producers are - they are the ones to target, not the announcers. Public and FM stations are increasingly interested in playing local unsigned band's good quality tapes.
With TV, ask for the researcher who handles music and entertainment or the talent coordinator if you are trying to get on to do a live performance.
All of these people will be targeted with your most important weapon.
THE PRESS KIT
Above all it must be interesting. It is your communication with people who can help you. If you can afford a good publicist, all the better. If not pass it around to friends for comment and improvements.
Your press kit should include:
- A band bio - one page describing the band, style of music and achievements
- A 10x8 Black and White photo (labelled with band members names). It should be interesting and with good contrast for better reproduction.
- Press clippings (favourable reviews or articles) and handbills create a good impression
- Where appropriate, a good quality demo tape. Having sent your press release and/or press kit it is essential to make the follow up call. You are ringing to make sure that the package you sent arrived and to advise your availability for interviews. Be bright, brief and a good listener - don't interrupt. Don't call when people are close to deadlines.
