As I talked about in part one
of my three part article series on the preparation of a solid music
marketing plan there are actually 2 types of plans and marketing
strategies guide that you should research and assemble. In this article we are going
to very briefly discuss the first kind of plan -- The Informal Music
Marketing Plan. This is
the plan you will use and follow to put into place all of your music
marketing and music promotion strategies on a daily basis and the
research that will be necessary. In part three of this
article series I’ll discuss in more detail the elements of a formal
marketing plan. This
will plan will have all the essential elements of your informal
music marketing plan with the added aspect of financial
projections. This is
the plan you will use to attract an investor in your music
Brief Anatomy of an Informal Music Marketing
A good music marketing plan
should include some of the following elements. First though
however, you must ask yourself; where do you want to be in 6 months,
1 year, and 3 years as an artist or band? Lay out the time
frame. Be clear,
truthful, realistic, and concise, with yourself.
Write it down. Keep in mind that part
of putting together a realistic and effective plan will require a
good deal of market research.
So please be prepared to do some if you want to do it
First Step: Do your “Due Diligence and
So what do I mean by due diligence and
first thing you must remember during this entire process is that as
an independent artist trying to sell your product (CDs and
Merchandise) after all, as an independent artist, in essence, You Are in
Please make no mistake about this. You are in the business of
selling yourself, your band, and your products. And as in any business, you
have to explore the market environment for your particular offering
in order to be competitive, and make certain that you are
concentrating your efforts in the right place; which of course is
your particular niche music market. Whether your genre of music
is Rock, Pop, R&B, Hip Hop, Punk, or whatever, it matters
not. What matters is
that if you are in the Alternative Rock Market then this is where
you need to focus your marketing research and implement your
subsequent marketing tactics.
Industry Climate in General and in Your Particular
First of all, you want to research and determine
the music industry climate in general -- all genres. You do not need to focus too
much time and attention on this it’s more important that you
research your particular market. So how do you research your
music market and what exactly is it that you are trying to determine
and why? Let’s say for
example, your band is in the Rock/Alternative Rock Genre.
Describe the current state of
the music industry in that particular music market and lay out in
detail just how you plan to overcome any strategic barriers that you
may come up against as an artist. Describe in details thinks
What distribution channels
are best suited for your particular CD?
Explore the radio market
– Which best suits your recording?
How saturated is your
Do a competitive analysis- Outline your
strengths verses your competitors and visa versa
What kind of
touring opportunities are available in your market?
What is the
best music media to pursue?
Describe the optimal geographic
regions for your music
Who would you consider to be your most
Explore and detail the demographics of
your fan base
Define and detail your target market and
A brief summary of the product ... the record
that is to be promoted, and associated goals, such as record sales
you project that you will receive, and other strategic
Describe the music industry
trends as they exist today
What is your most challenging market
and how will you overcome it?
What trends in the industry are on
your side and which are not?
Detail and list your marketing strategies and
the time frame for implementation
Determine a street date for
your new release
Describe the distribution channels in detail you
plan to pursue
Define which regions you will focus your
Define which forms of music media you plan to go
Determine your touring regions best suited to you as an
Now what we have talked about in this article is
merely the tip of the iceberg.
The plan needs to go into far more detail than is discussed
here. This article is
only geared toward giving you an idea of what you need to do and
just how important actually having a written music marketing plan
really is. Part 3 will
go into the financial aspects of a formal marketing plan.
If you’re truly serious about
advancing your music career you may want to consider having your
music marketing plan prepared by a music industry expert with
experience in planning the careers of independent
Most importantly, whoever
prepares your marketing strategy plan, Follow It Closely.
There no use in taking the enormous amount of time it will take to
gather the necessary information and writing the plan or spending
the money to have a professional do it, unless you use it.
Continue to Music
Marketing Plan - Part III - The Formal Plan - Incorporating Your