02. Online presence

Make sure your online presence is complete, effective and contains all the necessary promotional tools. There are lots of places online that artists can have a presence, here I talk about three of the most important sites: Official Website, Facebook and YouTube.

Official Website – Your website should have a place where people can easily listen to and buy your music (but not a player that plays automatically when a person enters the site, can’t stress that enough), a homepage that has a news section where people can read the latest happenings with your career, and a newsletter sign up form, one that offers an incentive for signing up such as free music or discounts on merch. Plus it always surprises when I go to an artist website and can’t find any contact information or links to their social media networks.

Facebook – Just as important as your website is your Facebook Fan Page. On the new timeline there are three tabs that are on display; one tab should be a band profile that at a minimum contains a music player, tour dates and press quotes. Next is a newsletter sign up form, and again, this should offer an incentive for signing up. And the last visible tab should be a Store.

YouTube – Another important piece of your online presence is YouTube. I’m always curious how people listen and discover new music and time and time again the response I hear back is YouTube. It’s critical to have videos up on YouTube for every song of the new release by the release date or soon after. Not saying these have to be well produced music videos, but just the songs themselves. To do this some artists just put up an image of their cover and leave it at that, but people are much more inclined to listen to your music if there are scrolling lyrics they can read as they listen or if there is a slideshow to watch. Taking free archival footage and editing together to make a music video is another relatively easy and inexpensive way to create a video for your songs, and can be a lot of fun too.

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