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. 

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