Finding an Audience

In the previous couple of posts on Future A&R, we have looked at the evolving role of A&R and the relevance of major labels.  So now let’s address how to get your music heard.  It is really about connecting with the right audience, whether they are fans, publishers or A&R reps.

It seems simple enough; there are many platforms that allow the DIY artist a mode of sharing music.  Sites like Bandcamp, ReverbNation, SoundCloud, and many others encourage artists to upload and share their songs. Some, like Bandcamp, even provide an apparatus that permits artists to distribute their music directly to their fans without the need of expensive digital music aggregators.

So, the platform is widely available.  Perhaps it is worth considering the consequences of this fact. Because the barrier to entry is so low, there are too many artists sharing too much music.  The volume of new music is overwhelming for a listener.  All too often, the music becomes noise.  The challenge is to find a way rise above the noise, to connect with an audience.

In the article, The Wired guide to being in a band in 2011, offers advice for the hopeful artist. Among the guidance is the concept of a series “of baby steps to build up to the keystone.”  The proposition is “if you can climb halfway up the ladder yourself, you will become more visible and attractive...” One of these "baby steps,"according to this article, suggests putting your music into the hands of the blogger. Bloggers are as “keen to find the next big thing as you are to be the next big thing.”  The article also states that while people do not have time to listen to new music, they do enjoy reading about new music, especially if it is screened by a trusted source.

Another suggestion that will help the indie artist locate their audience is to use a public relations firm. The down side is that a public relations operation can be costly.  Music Think Tank discusses the need to prepare for a public relations campaign in their article 5 Things All Musicians Need BEFORE Starting a Digital PR Campaign.

The notion is to have a professional presence from the start.  Every aspect should be complete and professional, from the music, bio, images and marketing niche to the social media presence. Everything  must present the look and feel that the artist is serious.  The first impression is a lasting impression.

Finding an approach to being heard should be of great importance to any artist who wants success in the music industry. A connection to an audience validates an artist's work and their work's relevance. Taylor Swift is quoted saying "When you're singing you can hear the echo of people in the audience singing every single word with you, and that was the big dream that I had for myself. It's happening."