Radio Gets SocialThis article was co-written by Corey Denis of Toolshed. She can be reached most easily on Twitter.
This week we are going to focus on something that I believe is the biggest missing link in today’s fractured “new” music business.
The old way dictates that we should get radio airplay.
The formula was simple. Get as much radio airplay as you humanly could, saturate the market, drive people to stores to purchase the CD, go on tour, sell the tickets, win big.
For any of you who have spent money on radio campaigns, as independent artists, without extremely deep pockets and major label support, you probably ended up turning a large fortune into a small fortune. And aside from a few radio chart reports, most probably, you had very little to show for your expensive radio campaign.
The new music business says it’s all about social media, making as many friends as you can across prevalent social media platforms and driving those friends to your mailing list, creating a mailing list that goes out regularly and consistently with calls to action and tracking your effectiveness.
As you can see, these two models are disparate.
Here at Cyber PR®, we consistently work with artists who are using traditional radio promoters to try to break their music as well as us to help them with their social media strategies. What follows is our signature system for connecting the dots.
Rdio and Spotify: The Alternative to Terrestrial Radio
Rdio and Spotify are On-Demand Subscription Streaming Music Services. For those of you familiar with Pandora, they are not the same.
Pandora, like radio, enables you to passively listen to streaming music without choosing what music you want to listen to, or when. Rdio is an on-demand service which means you can pick what song or album you want to listen to and listen to it at that exact moment on your computer, mobile device or even your TiVo (among many other devices, including cars).
What makes Rdio and Spotify special is that they are also large social networks built solely upon music, and what people are listening to. This is where you will find people who love music. It’s the only reason they use the service! To listen to music and socialize around it!
How to Get Your Music on Rdio & Spotify
Rdio and Spotify do not do direct deals with artists at this time, so you will need to make sure your distributor has enrolled you in distribution to Rdio and Spotify. All of the important indie distributors can distribute your music to both platforms.
You may also notice that in using other social applications (such as Facebook, Twitter, Soundtracking, Turntable and others) that Rdio and Facebook are integrated. In other words, when you tweet a song from Rdio, anyone can click your tweet and they will see the Rdio player. Anyone can click play on the player. Subscribers will hear the full song, as will anyone who is using Rdio’s initial free version.
How to Get Set Up With Rdio
To enter the community as an artist, create your profile on Rdio. It is free to sign up, and you will have a long time to listen to music free before you are asked to subscribe.
Connect your Rdio profile to your twitter profile (for your band). If you want, you can also connect it to your personal facebook page.
Now start using Rdio! Once you’ve connected Rdio to your twitter account you can search for fans who are also on Rdio and follow them. Add music to your collection and make playlists.
Like all other social networks you will need to use Rdio in order to maximize your presence and role in the existing community. Practice using Rdio for one full week without promoting yourself. Follow others, make a few playlists, review a few albums and spend about an hour a day perfecting your Rdio skills. You may even enjoy listening to all that music!
Don’t forget to tweet out music when you are listening to it so you can take advantage of (and maximize) the social syndication of twitter.
After that week is finished…
How to Use Rdio
Now that you know how to use Rdio and have fearlessly clicked buttons, happily listened to all that music, and feel confident that you know how to use it….
Make A Collaborative Playlist
A collaborative playlist is like a mix tape that anyone can add songs to, and has no time limit. Make it have a theme and invite your friends, fans and family to collaborate on your playlist!
a. Log in to your Rdio Account
b. Find the first song to put on your Collaborative Playlist
c. Click the arrow next to the song and choose “Add to Playlist / Create New Playlist”
add 3-5 more songs
d. Name the playlist – make sure it has a theme!
e. Write the description of the playlist in the space provided
f. Click “Make Collaborative”
g. Tweet the link to your fans by clicking the “share” button, then choose the Twitter option. Add some language to your tweet and encourage all of your fans to add music
Have fun!!!! Make as many of these as you want!
How to Get Set Up With Spotify
Unlike Rdio, Spotify is deeply integrated with Facebook and you will be required to sign up (and log in) with your Facebook account. In order to do this, you must have a Facebook account (personal – not just a fan page).
Once you do, go to Spotify and log in.
Note: All of your account information on Spotify will pull from your Facebook account, so make sure that your profile picture is up to date!
Any music that you listen to will automatically post to your Facebook timeline so there is no need to take the extra step and share the music you are listening to. This includes songs, albums and most importantly, playlists that you listen to will all be displayed on Facebook for your friends to see.
How to Use Spotify
Once you’ve made your Spotify account, you will automatically be connected to Facebook and thus you’ll be ready to start making playlists to share with others.
While all of your playlists can be subscribed to by any of your Facebook friends (after all, the playlists do automatically post to your Facebook timeline), you can also make a ‘Collaborative Playlist’ just as you did with Rdio!
Here is how you can do so:
a. Login to your Spotify account.
b. Click the ‘+ New Playlist’ button on the left hand side.
c. Name the playlist – make sure it has a theme!
d. Once the playlist is made and appears on the left hand side of your screen, right click the playlist and click ‘Collaborative Playlist’
e. Start off the playlist by adding at least 5 songs to the playlist (make one of these songs your own!).
f. Once again, right click the playlist name on the right hand side and click ‘Copy HTTP Link’ – this can be used to share your playlist on Twitter and your Facebook Fan Page so you can invite your friends and fans directly to the playlist.
g. Have fun!
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