Top Ten Tips on How To Promote your Music Independently

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Helping the next generation of talent to build a global fanbase

Top Ten Tips on How To Promote your Music Independently

Let's set the scene. We believed there would be a load of "How to Videos..." giving expert advice to help musicians, artists and performers along their merry way. We thought just Google it and the rest would be simple. But the quality of what we have found raises the question, "how helpful are these videos really, and do musicians and performers use them"? Do these videos add real value?

To find out more, we're asking the new 400 Unsigned Artist Community members what they think. Maybe they have found a video or a blog which changed their fortunes, and they are willing share and let us know why it had such an impact. Let's see how far this forum opens new discussions and debate.

Having listened to Jasmine from Ditto in the video below, we started to think that our first job might be to start a discussion around "how to promote and market your work".

So you don't have to watch the whole 7 minute video, we have just listed the headlines to get a discussion going. (approx. 60 seconds read time)

1. Making great music, music always comes first.

2. Play as often as you can, make them remember you. Put on a killer live show and make an impact.

3. Start locally, go nationally and then head out on tour. Ed Sheeran says he played at least a thoiusand shows, before he became known in the music industry.

4. Create a website and build a mailing list - which links to your music, bio, promo images, tour dates, mailing list and sign-up form.

5. Get your social media sorted! Keep a consistent brand identity! Include competitions, polls, track snippets, press shots, backstage videos. Use targeted social adds, do not use mass advertising.

6. Check out what other successful performers are doing and learn from them, rather than starting from scratch.

7. Get your tracks PLAYLISTED.

8. Manage your own PR and contact journalists directly. Create an Electronic Press Kit, write a press release, upload your music, send to bloggers & journalists.

9. Surround yourself by the right people. Just because you are independent, that does not mean you have to do everything on your own.

10. Know your audience and focus on your niche!

So that's it folks, let's create our own list and add value to this vital conversation. If you would like to join the new Unsigned Artists Community check us out and send in a request to join today.

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06
Jun

Never too late for Jeeni!

by Mel Croucher I was a young man living in Stockholm. It was the summer of 1969 and I was flat broke. I had the clothes I stood up in, a diploma in architecture and a kazoo. I was too shy to be a busker, so I invented pay-on-demand live-streamed entertainment. I became a human jukebox. I got me an abandoned cardboard box just about big enough to hide inside, and I cut a horizontal slot near the top for my media input/output. Below the slot I punched eight holes to act as the graphic user interface. The reason there were eight holes was because I only knew eight songs, and I scrawled the song title alongside each hole. The idea was for passers-by to provide me with digital input commands by sticking their finger through the hole of their choice, and I would give them a short rendition of the selected song on my kazoo. As a token of their appreciation they would reward me with loose change dropped through a small vertical slot labelled Thank You in English and Swedish. It was very hot squatting inside that box. So here we are, more than half a century later, and the music industry should be in crisis. As a result of the pandemic, artists and musicians have seen their venues close down, festivals cancelled, tours abandoned, and wary audiences slink off to go online. The new normal for live performers should be that they are well and truly buggered. But I am delighted to say the very opposite is true. The new normal has revealed that the traditional models for the entertainment industry were a hoax. All those record labels, agents, managers, ticketers and merchandisers were a bunch of parasites. Half a century later, the new generation doesn't even need a kazoo and cardboard box to squat in for a live performance. They've got smartphones. And they don't need to rely on passers-by to busk at. They've got a global audience, thanks to utilities like Soundcloud, Tidal and Jeeni. Even on Facebook we have the facility for interminable live broadcasts of self-indulgent shite from the box-room. And I'm not just talking about singers and musicians. The same applies to actors, dancers, poets, voiceovers and kazoo virtuosos. There are more independent artists than ever before who have been able to break into the mainstream without any support from a lousy label, a poncy publisher, a suffocating sponsor, mingy manager or arrogant agent. This is an entertainment revolution, where digital distribution, streaming platforms, social media and online marketing tools have changed the way artists perform their work and reach out to fans. By cutting out all the spongers, an independent artist can suddenly enjoy a number of important advantages. To me, the most important is that they now have 100% complete control over the direction of their music, spoken word and creative work. They also have full control over distribution, marketing, artwork, merchandising, deadlines, gigs, ticketing, prices, schedules - in fact all of those affirmative decisions about their creative vision. But it's not just about control. The new normal means that independent artists can keep 100% of all the profits generated from sales, streams, licencing deals, merchandise, and small change dropped through cardboard slots. The reason they can do this is because without the parasites they own all their own stuff. Independent artists own the master rights to their creative work, which means they also have the freedom to negotiate licensing, streaming and publishing deals, and they don’t have to worry about shyster contracts, expensive lawyers, and signing over their rights. Of course the parasites are not going to give up without a fight. Book agents, publishers, distributors and publicists are still clinging on, years after it became obvious that nobody really needs them now that anyone can self-publish in the digital age. In the music and entertainment industry the leeches will still argue that they are vital, even though they already know they are dead. They will keep trying to treat artists like idiots and tell them they don't have the money for mastering, or production or touring or merchandise. Which is a lie, because if artists don't have to pay the leeches then they will save the money. Artists will also be told that they have a limited network of fans and contacts, whereas organisations and labels have access to big fat fanbases and red hot connections with professionals, promoters, booking agents and media. This is an even bigger lie, demonstrated by the fact that even a no-hoper musician like me has a Facebook network big enough to fill The Royal Albert Hall, including the bogs, with or without social distancing. The biggest problem I can foresee in this brave new world of independent entertainment is lack of discipline. Put simply, if creatives were once prepared to rely on a bunch of parasites and leeches, they must now learn to rely on themselves, and that involves actually getting down to some hard work and doing stuff, irrespective of whether or not they have oodles of native talent. Desperation and hunger is an excellent motivator, so I invite the independent artists and performers of the new normal to get hold of their own electronic cardboard box and give it a go. And above all, don't forget to have fun while you're about it. Mel Croucher is the founder of the UK videogames industry, and writer of the most widely-read, longest-running column in computer journalism. He is the founder director of Jeeni and owns a black T-shirt. Click HERE to visit or return to jeeni.com

23
Feb

A Legendary NME Journo, his New Book and Other Tales

About to release his third book, a novel entitled 'The Unstable Boys', legendary NME journo Nick Kent, is interviewed by his stable-mate, Kevin EG Perry about his new book and other tales from his extraordinary career. The Unstable Boys - Nick Kent's new novel Nick Kent started writing for NME in 1972, which was a good year to be a rock’n’roll writer. And no writer in Britain was more rock’n’roll than Kent, who was soon as notorious for wearing a perpetually ripped pair of leather trousers and dating Chrissie Hynde as he was for writing novelistic profiles of enigmatic figures such as Syd Barrett and Lou Reed. Even now, almost half a century on, stories of Kent’s escapades and expenses-claims get passed down like lore at NME. There’s a good one about the time he flew to LA to profile Jethro Tull in 1975 and somehow wound up on a bender with Iggy Pop. Holed up in the Continental Hyatt House hotel on Sunset Boulevard, they hit upon the cunning wheeze of telling visiting drug dealers that they could help themselves to whatever they wanted from the luxury shops in the lobby and charge it to Kent’s room – leaving poor old Jethro Tull to pick up the tab. Truly, a grift for the ages. NIck Kent - Legendary NME Journalist Kent published the best of his collected rock writing in 1994 as The Dark Stuff and followed that essential tome in 2010 with his ‘70s memoir Apathy For The Devil. He’s just published his third book – his first novel – The Unstable Boys, which concerns the unhinged frontman of a mostly-forgotten ‘60s band appearing on the doorstop of his biggest fan after many years in obscurity. Over a video call from his home in Paris, Kent – 69 and just as louche as ever – discussed the book’s origins and held court about a life spent at the unforgiving coalface of rock’n’roll. On his no-fucks-given style Things weren’t looking good for NME when Kent first slouched through its doors in ‘72. Sales were so bad that the editors had been given just 12 issues to save the magazine. They hired Kent and other new writers such as Charles Shaar Murray and Ian MacDonald from the alternative press. The magazine then saw a huge jump in sales – but not for the reason Kent wanted to believe. “The assistant editor Nick Logan called me into his office at the end of the year and said, ‘Well, we’ve got great news – we’re outselling the Melody Maker’, which was a big deal at the time,’” remembers Kent. “He said: ‘In fact, we’re the biggest selling music weekly in the world!’ Pats on the back all round! I was standing there thinking he was gonna say: ‘It’s all you, Murray and MacDonald, you wonderful, beautiful people!’ “Not at all. He said: ‘We’ve done a survey of new readers to ask them why they buy the thing. They don’t buy it for the articles. They don’t read the articles, except for the quotes. They might look for a David Bowie quote, but they’re not interested in what the writers are writing. The only thing they actually read is the gossip column on the last page.’ What they really wanted to know was: What did Bowie’s latest haircut look like? And were Led Zeppelin playing a gig near where they lived? “After I picked my wounded ego up off the floor, I came to the very quick conclusion that I was writing for an audience with an extremely short attention span. I realised I had to go to extremes, because I would not be ignored! 300,000 people were buying the NME and the idiots weren’t reading it! That affected the way I wrote. You’ve got to grab them with the first sentence and say: ‘The action starts here’ you cannot not read this.’ I’m living proof that going to extremes gets results. The problem is that they may not be the exact results that you set out to attain.” Access all areas Kent went to extremes on the page and off it, where he found that the road of excess led not to the palace of wisdom but to a debilitating heroin addiction. His best work included an epic feature about the tortured genius of Brian Wilson, which ran to 10,000 words and was published across three issues of NME. He was also granted unprecedented access to a Rolling Stones tour and wrote memorably about the strange, distant atmosphere backstage and the darkness lurking in Jagger and Richards’ “numb, burned-out cool”. “There’s this whole idea that the writers of that time were the reason why the NME was so successful,” he says, “and that’s partly true, but the main reason was that we had more access back then to Bowie, The Rolling Stones, Led Zeppelin and the other big names of the ‘70s. There was a kind of give-and-take there, and I was lucky enough to get into that.” That time he was a Sex Pistol Kent first met punk impresario Malcolm McLaren in December 1973, when he went to France to interview the New York Dolls and found McLaren among their entourage. The pair became close and regularly dined together – along with their partners, Vivienne Westwood and Hynde – at what the writer describes “the only Indian restaurant in Clapham South”. When McLaren sacked guitarist Wally Nightingale from an early line-up of The Sex Pistols because he didn’t think he fit the band’s look, he asked Kent to replace him. Kent spent three months playing with guitarist Steve Jones and drummer Paul Cook, but says he never quite matched the Sex Pistol temperament. “What I learned from playing with The Sex Pistols was that there’s a big difference between a middle-class guitar player and a working-class guitar player,” says Kent. “For a working-class guitar player, it’s all about repetition. It’s like that Johnny Ramone thing of playing the same chords over and over again. If you’re a guy like me, I’ll play a three chord riff like ‘Louie Louie’ for a minute but then I’ll get bored and throw something a bit jazzy in, and immediately that’s like going into Radiohead-land! My Sex Pistols experience taught me that I’m a middle-class guitar player.” On the rocker who reminds him Trump Kent’s new novel The Unstable Boys centres around the titular band’s grotesque, narcissistic frontman, known as ‘The Boy’. Given his abrasive personality traits, it’s no surprise that The Boy idolises Donald Trump – and Kent says he noticed plenty of parallels between the former President and some of the more self-absorbed rock stars he’s encountered over the years. “The rock star that really reminded me of Trump is Axl Rose,” says Kent. “I went out to America in 1991 at the height of Guns N’ Roses mania. They were the biggest group in America at that time. At almost every gig they played there would be a riot. Axl would usually be late, and then he’d come on stage and spend 10 minutes putting down whatever celebrity had said something in the press about him. I saw him once put down Warren Beatty because Warren Beatty had dated his girlfriend. “We got 10 minutes of: ‘What an arsehole!’ He was using the stage as a forum for his own narcissistic shit fits, just like Trump. At least Axl Rose could perform and could sing well, whereas Trump has neither talent. He doesn’t have any talent! He’s the ultimate huckster.” And the horror story behind The Unstable Boys In The Unstable Boys, things take a turn for the worse when ‘The Boy’ turns up at the home of a wealthy crime writer who also happens to be his band’s biggest fan. Kent says he was inspired by a real tale involving the British rock’n’roller Vince Taylor, who sang the 1959 hit ‘Brand New Cadillac’. “He was one of the best early British rock singers – one of the only ones, actually,” says Kent. “He’s probably best-known now because he became the inspiration for Ziggy Stardust. Bowie had met him in the ‘60s and became fascinated by him. By the ‘70s, Taylor had gone from bad to worse and he was basically penniless. He would just turn up on the doorsteps of people that he imagined were fans of his. He turned up on the doorstep of his fan club president in Switzerland and of course the guy invited him in – this was his hero! Things didn’t go well. Before long his wife left him, his dog disappeared and his pub burnt down." Kent adds that he’s been working on the novel in some form or another since his wife Laurence first told him Taylor’s story back in 1990, so he’s delighted to finally see the story in print three decades on. “When I’d finished it, for about two or three hours afterwards I felt really, really good,” says Kent. “High in a way that eclipsed all the drug highs I’ve ever had.” – Nick Kent’s The Unstable Boys is out now via Constable www.jeeni.com www.nme.com

21
Dec

Welcome to Our Annual Round-Up of The Jeeni Project for 2021.

The pandemic has had a devastating effect on independent musicians and performers who are the core subscribers to the Jeeni platform. 83% of our professionals have been unable to find regular work, 33% of our artists have not earned a penny since restrictions were lifted earlier this year, and 20% say they will give up the struggle for recognition permanently. In support of our existing membership, we agreed to suspend paid subscriptions during the lockdown and may do so again in light of the current situation. Our Generation-4 platform was released on schedule, and our Generation-5 platform is scheduled for release on Amazon Web Services in the second quarter of 2022. This year, our pre-market valuation increased by 12.5% to £4.5million. Our awards and grant funding increased to £245,540 since launch and our investment funding increased to £513,734 since launch. The number of members in our musicians and artists community increased to 9,979, of which 5,424 are often active and 4,555 are continually active. The number of artist showcases on Jeeni increased to 2,492 with a global audience outreach to 3,430,790 fans. Team Jeeni increased to 15 core members. We launched our popular channel of Inside Story celebrity interviews, alongside Artist-of-the-Day and weekly News Roundups. Our most recent Jeeni Festival was enjoyed by 27,489 viewers, of which 7,739 were live-stream, plus another 19,750 on catch-up. Our world première of the jazz opera Spring Street topped 67,000 viewers, and for the first time, we achieved 10,000 visits to the Jeeni platform in one hour. Four of our strategic partners have become prominent for mutually beneficial marketing and support: BIMM - Europe’s largest music institute, Gradfuel - with over 10,000 graduates on their books, SeedLegals - the UK’s Number One growth hub, and Chillblast - the UK’s most awarded PC manufacturer. Stay safe and well, The Jeeni team.

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