In the music biz, there has been a major shift between the old school of thought and the new school of thought.  The old school of thought (radio promotion, pushing one single, etc) worked great.  With the onset of all of the tools available online for independent musicians, this school of thought is virtually obsolete.  Not to say there isn't a place for radio anymore, but for a new artist, there are much better ways to develop a following. 

Today's consumer want to feel an authentic connection, and to feel like they are being included in what's happening in the artists career/life.  From Facebook to Myspace to Twitter to blogs (and on and on), there are so many ways for artists to connect with potential fans.   It is becoming increasingly important to have a real conversation with the consumer - this pertains to all businesses, not just musicians.  The social media available to artists today allows them to build relationships with fans that have probably never seen them perform live. 

I recently started following Stefan Lessard and Dave Matthews on Twitter.  They have been posting about their time in the studio, putting up Twitpics, and just generally talking about what they're up to.  This is a great example of how even an established artist is utilizing available tools to build that authentic connection with today's digital consumer.

One of the most interesting things I've heard lately is that nobody has the right answer for success in music today.  There is no longer a set formula.  Different paths lead to success for different bands/artists.

To all the struggling artists out there, embrace the tools at your disposal and find the right path for you!  Much of this can be done for little to no cost.  Do something unique!  Use twitter to offer discount tickets to a show, post stories from the road in a blog, post videos of shows on YouTube, etc.  The older school of thought still holds a small spot in today's marketplace, but has now become the minority. 

I know I'm beating a dead horse a bit, but seriously.  I worked a dead end job that I hated going to for about two years.  That job is actually what inspired the making of "Office Space".  Okay, maybe not...but it was just like the movie.  I really only did about 20 minutes of work a day.  There were times I would pull my chair out in the aisle of cubes, and just stare out the window. 

After that experience, I decided that no matter what I did with my life, it had to be something that I enjoyed.  Not so much for the fun of it, but just to keep my sanity.  So to all of you twenty-somethings trying to figure out what to do with your life, take some time and figure out what is is that you're truly passionate about (beer drinking doesn't count, normally).  I have been fortunate enough to do jobs that I've been passionate about for the last 5-6 years, and it has been great.  It definitely has been a struggle at times, but overall, I'm a much happier person than when I was developing the manuscript for Office Space.

Think about it...

My college marketing professor/advisor had a slogan that he pounded into our heads during my last semester of college:  "Build successful relationships, and profitable transactions will follow."  This can translate to anything really...it doesn't have to be a monetary "profitable transaction". 

In my career, I've really taken this into account in all of my daily work.  I'm constantly striving to develop a better relationship with clients, vendors, co-workers, etc.  You never know when you might need to call out a favor, and have someone willing to come to your rescue.  Not all relationships turn out great, but if you work at it, most of them can.

To give you an example, I have developed an amazing relationship with one of my clients.  We are able to be very up front with each other, which often times leads to more productive conversations and work.  She also trusts me enough that I can do things like ignore her questions when there is a crisis happening at an event.  She knows it will be handled, and that she will get details later.  This relationship has allowed us to produce some great work together.  She has been impressed enough by our work to give us exceptional recommendations to other potential clients. 

Oasis recently released their new album, Dig Out Your Soul.  Prior to the album release, Oasis taught a group of NYC street musicians several of the tracks off their new album.  For the weeks leading up to the album release, the street musicians played the new tracks NYC train and subway stations. 

This sort of pre-promotion might not work for all artists.  If you're a relatively unknown band, it's not going to have the impact.  The main point to take away from this promotion is that they did something different to get the attention of the consumer.  Utilize the tools at your disposal and do something unique.  There are all sorts of things you could do, so think outside of the box.  It today's world of sensory overload, it's the things that have never been seen that stand out.

Check out the video of rehearsals, street performances, and reactions...

My little website is finally up and ready!  It might not be anything fancy, but it will be a place for me to share my thoughts, some music recommendations, and share some of my past work.  Please check back often for updates, and drop me a line whenever you want!

Before we get too far into this, I'd like to thank Chad Moore for braving the cold and taking some great photos for me, and Kim Inman for doing such a kick ass job on my logo and header!