Twitter #Music Is a Dud… But Twitter is Still Critical To Your Marketing

Twitter Music

Now that Twitter’s new music platform, #Music, has been available for public use for almost two months it is safe to make the following assessment.

It is one resounding dud.

When the platform was first released, we shared a guest post from our friend in the UK Mark Muggeridge who was quite keen on the potential of the platform and it’s benefits for the emerging market.

However, we here at Cyber PR feel that after seeing it in action, Twitter #music falls short in two major areas.

The first is that it’s charts fail to offer anything unique by way of popular music or emerging music. Artists show up on these charts by being the most talked about on Twitter…

In essence, Twitter is shining the spotlight on the cool kids table.

The second is that even though the platform has an ‘emerging’ tab, it still does absolutely nothing to better the marketing opportunities for the majority of independent musicians. This chart is an automated platform that doesn’t actually function as a tool for musicians to utilize. It just exists.

But even though Twitter #Music isn’t what we all had hoped, we want to reinforce something that we’ve been talking about for years.

Twitter is still CRITICAL to your marketing.

The following are 4 areas that Twitter excels in, arguably better than any other platform:

1. Plugs You Into Global Conversations Surrounding Your Niche

Twitter as a platform allows you to not only follow people, but topics and trends as well. The latter is made incredibly easy to do through the use of hashtags (#).

By identifying keywords that are relevant to your niche (i.e #Vegan, #Yoga, #MusicEducation, etc.) you can track global conversations surrounding topics that are important to your niche so that you can join the conversation at large. This will not only help to build a more distinguished voice for your digital-self, but it will allow you to start building conversations with others who feel just as passionate and empowered by your niche.

This is a critical opportunity to build unique relationships with others in your niche who have established themselves as thought-leaders and gate keepers.

2. Establish Thought-Leadership Through Content Curation

Speaking of thought-leaders, Twitter creates an amazing opportunity that no other platform can compare with. By curating content relevant to your niche through various forms of media (audio, video, photos, articles, etc.) that can be tweeted about on a weekly, daily and even hourly basis, you are showcasing the fact that you not only have your finger on the pulse of your niche, but that you have a unique approach and perspective as well.

By curating content that sparks opportunities to create new conversations with existing thought-leaders, you are putting yourself on their level in their eyes, and in the eyes of their followers.

Of course, don’t forget to use the proper hashtag when tweeting the curated content surrounding your niche so that others who are following along and joining conversations are sure to see it.

3. Target Potential Super Fans

We all know how difficult Facebook can be to actually find new people. Facebook’s Open Graph search that is slowly but surely being rolled out to their entire user-base will be a helpful push in the right direction, but frankly it, nor any other platform, can compare to the possibilities that Twitter gives you to target potential super fans.

This process starts with understanding two things:

1. Who is your ideal fan? Where do they live? What passions do they have? What musicians do they like? What do they find inspiring?

2. Where do YOU live? What passions do YOU have? What musicians do YOU like? What inspires YOU?

If you can answer the questions above, you should be able to very easily find not only others involved in your niche, but their most dedicated followers as well (the latter are your potential super fans).

By utilizing http://search.Twitter.com, you can search for relevant and dedicated supports to connect with by way of location, hashtag, keywords, and more. Use this to seek out those who you feel can empower you and your tribe, then follow and engage with them.

4. Support Yourself by Supporting Others

Twitter has become known as a platform for shining a spotlight on others through the widespread use of #FF (#followfriday) and #MM (#musicmonday). Both hashtags are used to shine the spotlight on OTHER people, instead of promoting yourself.

But why limit your promotion of others to just these two hashtags?

By making the promotion of other people, be it thought-leaders, gate keepers, fans or even other peers within your niche or genre, a regular and part of your overall Twitter strategy, you are consistently creating opportunities where people will share your own content out with their followers just to reciprocate the support. This can open MAJOR doors for you to be routinely connected with new followers.

And of course, nothing helps to build your brand better than having other talking about you (instead of you talking about yourself). Twitter’s potential for this opportunity is unmatched, let alone unsurpassed, by any other platform.

How Have YOU Used Twitter To Market Your Music?

The failure of Twitter #Music is not the end of the platform as we know it for music marketing. In fact, quite the contrary. Let us know how YOU have been continuing to utilize Twitter to market yourself and your music in the form of a comment below!

Click to continue...

1 Comment

An attempt to get Australian Artists off the Twitter Fence. How Twitter has worked for me.

3 Wise Monkeys masterclass in Melbourne

3 Wise Monkeys masterclass in Melbourne

Greetings from the land of AUS! I have just wrapped up and incredible nationwide tour of this gorgeous country called The 3 Wise Monkeys and Ralph Murphy (hear No Evil), Tom Jackson (See No Evil) and I (Speak No Evil) met some amazing and inspiring artists as well as managers, producers and songwriters. We each delivered 6 hour master classes in Perth, Brisbane, Sydney, Melbourne & Adelaide.

My day: Speak No Evil, The Art of Promotion took everyone on a journey through the 5 critical elements of promotion and I spent a large part of the day on the 6 rooms of your Social Media House (Facebook, Twitter, YouTube, Blogs, Newsletter, and Pinterest). The main ah-ha moment I had was: Australian Musicians are not sold on Twitter. A majority of artists in all 5 cites were squirming in their seats at the mere mention of the word! Enter Broni, an artist who has been in the Cyber PR family for years to give you all a musicians perspective from the land down under! Thanks Broni for this insightful and straight-up useful and fabulous guest post. And thanks to APRA and all of the incredible sponsors who made me feel so welcome in my second favorite country on planet earth – x Ariel


Screen Shot 2013-06-04 at 3.02.58 PM

This guest post was written by Broni – @bronibroni

Thanks to my heavily twitter based relationship with Ariel Hyatt (@cyberpr) I found myself (via a tweet) on the guest list for her talk in Melbourne for the 3 Wise Monkeys Tour (#3WM). This is certainly not the first time that twitter has proved it’s value to me and rewarded me for the time I put into being present, and being myself, on the platform. Ariel re-iterated and proved in the room something I guess I’d been aware of for a while. – Australian artists en masse seem allergic to twitter. So I’m putting my fingers to work today to try to convince those artists on the fence to give it a try. In the hopes that I might achieve some level of relevance with Australian artists I don’t intend to share statistics or hard data to sell you on using twitter. Instead, I’d like to share with you my top 4 personal twitter moments.

JJJ Play

For years, in bands, and then as a solo artist my band mates and I like many other Australian artists considered Triple J the Holy Grail. We spent money on PR and postage to have someone represent us in the offices of Triple J, have meetings with Kingsmill etc. As a solo artist specifically, this money and effort amounted to 2 whole spins on the radio that I’m aware of. I achieved the exact same result simply using Twitter, I tweeted @SarahHowells and @homeandhosed and put on some #twitter #charm. 2 Spins on the radio is still not huge – but this time it was for ZERO dollars and about 6 seconds of my life. If getting on triple J were still my daily goal, I’d be their best twitter #friend right now.

“A Packet of Tim Tams please”

I was invited to play a house show in Holland. (yes, via twitter) A week before I left the country, a follower from Holland asked me in 140 characters or less if I could bring her some Tim Tams to the house show. This was a great chance for me to build an even stronger connection with a fan and she brought me delicious Dutch treats in return

Help me out

After many well crafted but quickly ignored emails in which I did my best to sell the idea of working with me to management companies and agents with a much bigger industry reach than I. 
I finally got what I wanted with a single tweet about 18 months ago and established a casual and very rewarding working relationship with someone I respect (who had in fact ignored a few of the aforementioned emails) and we still work together today. 



Where in the world is Broni? San Diego!

Back in 2009 I had a dream to play in San Diego. 
I organised 20 gigs in 25 days via a series of tweets to San Diegan musicians I’d heard of from (you guessed it) twitter. In that first year, I didn’t talk to a single venue or big-shot booker. I started with the musicians. 


It went something like this


@bronibroni – “Hey @robdeez, I’m a musician from Australia… I’d love to play with you in September… any chance?”


@robdeez - “@bronibroni sure thing. I have a show at Lestats, you can open … ” etc.


That tweet got it all started. I’ve played in the US four times since, last year playing in 6 states on tour with @robdeez, @kennyeng and a few others. 
All 4 trips to the US predicated by a twitter conversation. These might not be YOUR idea of dreams coming true. But I hope my point is clear, Twitter is powerful. I have had many days made by a simple tweet from someone across the ocean that just perhaps likes my latest song and found it easy enough to shoot me a 3 second tweet to tell me. Twitter makes us casually approachable by a global audience.

To me, Facebook feels like I’m talking to an audience from the stage. People are there to listen to me, which is nice, but there isn’t a whole lot of back and forth going on.Twitter feels like I’m chatting to the audience at the bar after the show. They are sharing the whole night with me; they are even there when I get drunk. People go to Facebook to talk to their friends. They aren’t that into noise from me. People go to Twitter to discover. So I plan on being there for discovery multiple times a day. I’m not the most organized twitter user. I’m lazy with my lists and I tend to favourite more tweets than I should because I just like it when people want to talk to me. But what I do make sure of is that if people want to connect with me, by golly I’m going to get back to them with more than just a bland auto generated message from socialoomph.com. The key is to be you. Say anything. Have fun with hash tags I’m sure many people un-follow me because my jokes aren’t funny or they don’t care for my #moderndayrenditions. But that just makes the folks that stick around all the more special. Because they like me, for me. Not a version of me that is trying so hard to be likeable. So go on, and get tweeting. If you want to know more, why don’t you log into your seldom-used account and get the conversation started with me there. I hope I helped you on your Social Media journey.

#smile

Click to continue...

1 Comment

4 ‘Normal’ Challenges to Building a Strong Online Brand

bigstock-A-red-nametag-sticker-with-wor-46050472
The key to establishing yourself online and within your niche, is building a strong brand. Unfortunately this is far easier said than done. The process of designing, building and nurturing a new brand means you have established:

  • A unique voice
  • Consistent compelling content
  • A trustworthy reputation

The problem for most comes down to the simple fact that there is no single path to achieving any one of these things. And yet, you need to achieve them all in order for your brand to blossom.

What works for some, may not work for others.

What seems to be an obvious indicator of success for some, may be hidden for others.

A ‘brand’ is such an abstract, malleable concept and it may be difficult to know if you’re heading in the right direction. In fact, it can be down-right frustrating.

So the question becomes:

What is ‘Normal’ what it comes to building an online brand?

Here are 4 normalcies of brand building that, although may not give you the answer to the status of your brand’s growth, should give you the comfort knowing that you are not alone in your frustration and process.

Defining Your Voice Can Take A LONG Time

Whenever branding is discussed, one of the first components to be included is the idea of establishing a ‘voice’. This ‘voice’ must combine a powerful mission statement with a unique approach.

It won’t work with just one or the other.

This voice may not come to you right away. In fact, it is normal for this to take a VERY long time to fully realize.

As Malcolm Gladwell has said in his book ‘Outliers’, it takes 10,000 hours of practice to master a craft.

Once you do fully realize this voice, your focus and ability to create compelling content will be likely to become prolific.

When I created MicControl, it took me over a year’s worth of daily blogging before I found my voice.

I knew I wanted my mission to be helping musicians to advance their careers through digital marketing. But it wasn’t until I found the right approach of creating lean, skim-able, and most importantly actionable articles focused on social media marketing tactics, that my voice became truly defined.

Once this happened – the content started POURING out of me. What once took me several days of sketching, researching, drafting, re-drafting, editing and formatting, now took me only a few quick hours at MOST.

You Will Doubt Yourself… And Then You’ll Doubt Yourself Again

Doubt HAS to be the number one killer of brands. I can say from personal experience that this was the hardest obstacle to overcome. And yet, I had to work to over come my own doubt about my brand on a weekly basis (if not more often).

Because building a brand is so abstract, and can take such a long time to establish, you’ll often feel like you’re just treading water.

This is normal!

Because of this, it is important to find any successes, even if they are small, that you can not only rejoice in on a regular basis, but can use to keep you motivated:

  • A handful of Facebook ‘likes’ on a status update
  • A comment left on a blog post
  • A Re-Tweet or an inclusion in a #FF (Follow Friday) tweet

These are all successes. Use them as indicators of your growth and realize that with each small success, you’re working towards your brand-goal of creating compelling content, a unique voice and a trustworthy reputation.

There Is Often No Discernible Tipping Point

All of the small successes that are discussed above will, as Malcolm Gladwell once again famously outlined, help you to reach your ‘Tipping Point’. That is, the point in which all of these small successes finally barrel over into your one major moment… in this case it would be the moment that your brand becomes established.

And as true as this idea is, the more realistic truth is that often there is no discernible tipping point when creating a brand.

To once again use my own experience as the example, after a year or so of working day-in-and-day-out of blogging on MicControl, giving guest blog posts to others, tweeting consistently and building conversations, my personal brand as a blogger had developed.

But it wasn’t obvious to me AT ALL.

I still dealt the same lingering doubt that I felt from the beginning.

It wasn’t until one day when I woke up and realized that I had 3 separate article being published in the same day (one on my own blog and two on other highly reputable music marketing blogs) that I realized my brand was there.

This was likely months after my tipping point had come.

Although the concept of ‘the tipping point’ is certainly real, it may be more normal than you think for it to be hidden from you.

Your Commitment to Engagement Will Be Greater Than That Of Your Fans

Let’s face it, it is human nature to avoid disrupting the status quo. Very few people are willing to put themselves out on a limb, for the fear of being judged is too great. It is this simple reason that studies show people fear public speaking more than death.

Now let’s take the idea of putting yourself out on a limb, and add in the fact that through social media you’re now doing this in a VERY public forum where anyone and everyone can judge you.

If you consider this, it makes all the sense in the world why your blog posts aren’t being commented on, or your questions on Facebook aren’t being answered.

People are afraid to be the first to speak up.

Because of this, it will be absolutely normal that your commitment to engaging your fans be far greater than their commitment to engaging with you.

It is only once you establish yourself with the trustworthy reputation that any ideas, comments and responses will be heard, validated and appreciated, that your fans will start to match your commitment to engagement.

As my final self-driven example, I didn’t receive my first comment on MicControl until about 6 months into my blogging.

In each blog post, I would include a clear Call to Action at the end, asking people to engage, but was always left with nothing.

However once I started engaging with people through OTHER forums (i.e. other blogs where I had guest posted that already had an existing, engaged reader base), by responding to all comments, joining conversations that were good or bad about my ideas, and simply letting others be heard, the reputation started to build. It was this that lead to the same level of engagement I was achieving elsewhere to happen on my own blog, ultimately helping me to establish my brand a blogger.

What About Building Your Brand Has Left You Puzzled, Frustrated or Confused?

I am thankful enough to say that I was able to build a personal brand, and no doubt Ariel can say the same. Share your brand building challenges, questions or concerns in the form of a comment below and we will both weigh in based on our own personal experiences.

Click to continue...

3 Comments

How Will Twitter #music Benefit Indie Artists?

Twitter Music

This guest post was written by Mark Muggeridge, a London-Based New Release Launch Strategist (@indie_manager), and was originally published to his website, IndependentArtistManagement.com

As widely reported Twitter has launched it’s new music service. Twitter #music is now available via https://music.twitter.com or via the iPhone app. There is no Android app for the moment but in a statement Twitter said “over time, we will bring the service to Android as well as to more countries.”

The First 30 Seconds of Your Track Just Got More Important

I guess you know the basics for the moment: That Twitter #music is a discovery platform not a streaming platform in that it lets users discover music through artist and others’ Tweets, listen to their music using Spotify or Rdio, watch their videos on YouTube or Vevo and buy songs via iTunes. You won’t actually listen to music within the Twitter app unless it’s the 30 second iTunes preview of the track, to listen to the full track you’ll have to click through to one of the platforms that Twitter #music integrates with.

It will be interesting to see the usage data after the service has been running for a while but my guess is that many music consumers will use the 30 second clip to decide if they are going to go further in discovering a new artist. If this does prove to be the case then which 30 second snippet of your track you choose for the iTunes preview just got a lot more important. If you know the work of Jay Frank and his FutureHit DNA Blog you will already know that the first 10 seconds that a music consumer hears pretty much decides their reaction to the track.

Emerging Artists Get A Tab of Their Own

There is great news for lesser known artists in that there is a tab dedicated to Emerging Artists – Hidden Talents in the Tweets. Quite how Twitter decides who is emerging and who is not is not clear at this point although the technology driving the platform comes from We Are Hunted. Other tabs that users can access include Popular – New Music Trending on Twitter; Suggested – Artists You May Like; #Now Playing – Tweeted by People You Follow; and finally Me – Artists You [already] Follow.

Considering all the noise about charts being irrelevant of the last few years, Twitter have elected a chart format to push artists to the top of the discovery tiles within the app. I would have preferred to see these tiles randomise each time the app loads, particularly within Emerging. In the brief time that I’ve been watching and using the service there has been very little movement in this chart. What’s offered on the tabs is driven by Twitter activity, including Tweets and engagement, to detect and surface the most popular tracks and emerging artists but according to Twitters blog post ” It also brings artists’ music-related Twitter activity front and center: go to their profiles to see which music artists they follow and listen to songs by those artists. ” I’m guessing that it will in the main push to the top the artists that all the other music discovery services are offering us.

But it Could Drive New Followers for Music Artists

A key value proposition for artists in this is that the new service should start to focus Twitter users attention towards music artists. So it’s over to you to make sure you are on the platform – that you’re page is optimised in terms of things like your background, header image and bio to make the most of the attention when it arrives.

The ammount of activity, your engagement with your fans and their activity in talking about you and to you will all favour you on Twitter #music. As with many things in life. What you put in will determine what you get out.

Click to continue...

1 Comment

3 Wise Monkeys Tour – Ariel Is Coming Back To Australia!

I am thrilled to be hitting the road (or really the plane) with 2 of the most inspiring men in the music industry Tom Jackson (On Stage Success) and Ralph Murphy (ASCAP, Murphy’s Laws of Songwriting) to present the 3 Wise Monkeys Tour – a 3 day workshop that will travel to Perth, Brisbane, Sydney, Melbourne, and Adalaide CLICK HERE FOR DETAILS.

It will also be the international debut of my newly edited book Cyber PR For Musicians.

BLOG POST RECENT 1

$120 for 3 days or
$50 for 1 day.
SEE NO EVIL: The art of Performance with Tom Jackson

Tom Jackson, world renowned Live Music Producer, author of the book Tom Jackson’s Live Music Method and the All Roads Lead to the Stage DVD series, is a master at transforming an artist’s live show into a magical experience for the audience!

He has worked with hundreds of artists in nearly every genre, including major artists like Taylor Swift, The Band Perry, Jars of Clay, and others, along with countless indie artists and bands, giving them a foundation and direction to define their unique voice and style to showcase their talent.

As a highly demanded speaker, Tom shares his expertise at music conferences and events around the world – from North America to Europe to Down Under – impacting tens of thousands of artists every year. Tom has been guest speaker and on panels at New Music Seminar, Canadian Music Week, Hillsong Australia, CMJ, and more, as well as major music schools such as Berklee, University of Miami, and Anderson University.

“You are only hurting your music career if you are not listening to what Tom Jackson has to say about your onstage performance. If you are a singer, performing artist or in a band performing live and can only do one thing to further your career, take my advice, listen to Tom!” Derrick Ross, Slaight Music (formerly with Feldman & Associates – Avril Lavigne, Diana Krall, Barenaked Ladies)

www.onstagesuccess.com


HEAR NO EVIL: The art of Songwriting with Ralph Murphy

Ralph Murphy, songwriter, has been successful for five decades. Consistently charting songs in an ever-changing musical environment makes him a member of that very small group of professionals who make a living doing what they love to do. Add to that the platinum records as a producer, the widely acclaimed Murphy’s Laws of Songwriting articles used as part of curriculum at colleges, universities, and by songwriter organizations, his success as the publisher and co-owner of the extremely successful Picalic Group of Companies and you see a pattern of achievement based on more than luck.

Passion driven, with a desire to know how, what, when, where and who have him a formidable insider force. He is in worldwide demand as a lecturer on songwriting and has “guested” at universities, colleges, and professional songwriter organizations around the globe. Murphy has served as President of The Nashville Chapter of the Recording Academy and has been a NARAS National Trustee and President of the Nashville Songwriters Association International. As well as serving as Vice President for the International and Domestic membership Group of the American Society of Composers Authors an Publishers, he also has served on the Southern Regional Writers Advisory Board of ASCAP, the Songwriters Guild of America regional advisory board and is a member of NSAI, NARAS, CMA, CCMA, SAC, SGA, and ASCAP.

Ralph was inducted into the Canadian Country Music Hall of Fame in 2012. He also received the Jo Walker-Meador International Award, presented in Nashville by the Country Music Association for supporting “Country Music’s marketing development” internationally.

murphyslawsofsongwriting.com

SPEAK NO EVIL: The art of Promotion with Ariel Hyatt

Ariel Hyatt is a recognized thought leader in the digital PR world. She’s the founder of a successful PR firm, an international speaker, educator, and author of three books on social media and marketing for artists. Her innovative and Trademarked Cyber PR® process marks the intersection of social media with engaged behavior, PR, and online marketing. Her groundbreaking PR methods—coupled with her vast experience as an esteemed new media educator—enable her to effectively and accessibly initiate her clients into the ever-growing world of digital PR.

“There is a real science to effectively using social media platforms like Facebook and Twitter. But there isn’t a definitive roadmap; it can be confounding,” Ariel says. “I’m very good at making people feel unconfounded.”

arielpublicity.com

Click to continue...

1 Comment

Delegating The Heavy Lifting: A Musicians Guide for Getting Help & Support

bigstock-Man-carrying-on-his-shoulders--38591464
I travel a lot to speak at music conferences and I see this all of the time: Musicians squirming in their seats as I present ideas on how to improve their marketing. The idea of having to do one more thing is just unbearable to them, and they literally begin to melt down in front of me.

One of my best friends is an artist – a dancer – and she literally takes to bed after she has to write a press release; it literally makes her sick.

You will NEVER achieve the success you want it if you try to do it all alone and take on things that stop you dead in your tracks!

I can not stress this enough: You MUST learn to delegate, and get the stuff that stresses you out off of your plate.

Two issues are up for you right now from reading this:

1. You can’t afford to pay someone to help you
2. You don’t want to give up control  (so you continue to do it all yourself)

Right?

Click to continue...

5 Comments
Page 12 of 68« First...1011121314203040...Last »