Over the last several years there have been a lot of discussions about the demise of the music industry. Many of those conversations demonize technology and blame the downfall of the music industry on the new tools. The funny thing is that they're partially right. The technology did have a lot to do with the downfall. What you won't hear, however, is that the industry's reaction to the technology had just a much to do with their current troubles as the technology itself.
Though many won't say it, the heart of a lot of these feelings is rooted in the fact that the world changed and the music industry wasn't willing or interested in adapting. Rather than changing they fought the changes and have been suffereing ever since.
The fact of the matter is that musicians, bands, artists, etc. don't need the music industry the way they once did, and you probably don't need your industry the way you once did either.
Marketing today is in your hands. Every tool you could hope to use to reach people is probably available for free. You can be your own media, and as such, your media is your marketing.
Case In Point: Pomplamoose (the best band you've probably never heard of)
Several months ago I discovered the band Pomplamoose from someone's link on Twitter. They were talking about Pomplamoose's cover of Beyonce's "Single Ladies" hit single. Thirty minutes later I was still watching their videos and I was hooked on Pomplamoose. Now I check to see what they're doing every few weeks.
It struck me recently that Pomplamoose is doing so many things right when it comes to social media marketing, so I want to point them out for everyone's benefit.
Here are five things Pomplamoose does well that you can start applying to your own social media efforts:
- Be creative with what you already do. The thing I like about Pomplamoose is that they were already musicians and singers, they just used video and social media tools creatively to get their content out there. It's not like Pomplamoose was giving away drawings to earn attention for their music. They're giving away music to gain attention as musicians.
- Create regular content that people want to pay attention to. Nothing kills momentum like infrequency. Establish a schedule and stick with it.
- Create content that is so good people can't help share it. The best compliment you can have in social media is when someone shares your content. Social media tools let sharing happen more easily than ever. Whether it's in the form of embedded YouTube videos or links in Facebook, make one of your goals to create content that's so good people can't help sharing it.
- Build a body of work that gains a following. Rhett and Link take this approach too.
- After you give, don't neglect the ask. You'll see on a lot of Pomplamoose videos that they talk about things they're selling or upcoming shows after the video. After you've earned people's attention by giving them something they found valuable, you have your best opportunity to ask for something in return.