Your Music's On The Net - Now What? - March 2000
By Jim Norris

Although online delivery of recorded music is an exciting new distribution method it has not replaced traditional forms of music marketing. I recently received an e-mail from a musician in Western Canada who had placed his music on MP3.com but little or no activity was forthcoming. He was very frustrated since he had been led to believe that once his music was on the Net, the bucks would come rollin' in. Wrong. The media has some of us believing that the Internet will totally replace the record companies and retail outlets as the method for buying music The Internet brings an additional form of physical distribution to the marketplace to complement retail stores, record clubs and Internet sales of CDs and provides a new method of promotion. The other functions handled by the traditional record industry - A&R, financing of recording, videos and tours, promotion and publicity still have to handled by someone. The large record companies have added Internet promotion and distribution to their bag of tricks but still provide all these other services for signed artists. If you have an unpromoted indie CD with store distribution, very few people will find it in an HMV or Sam's. There are several thousand CDs in any store but the Internet offers even less chance of discovery - probably hundreds of thousands of dowloadable tracks and certainly millions of CDs for sale.

   The two major methods of promotion - playing live and radio and TV airplay still apply to sales of tracks on the Internet. Your CD has to be sent to all radio stations that are suitable and then followed up on. In your press release or bio it should mention all forms of distribution - retail, personal and Internet. These should be promoted when playing live as well.

   An electronic newsletter is easy to do and can keep your fans up to date on new songs, live dates and where to find your music online. You should have your own personal website as well with photos, bios, live dates and links to your music. You should also be seeking publicity in magazines, newspapers, industry publications, radio, TV and on-line publications.

   The Internet is not a magical solution to your marketing needs. You must make sure that your music is in demand and then promoted through all traditional channels as well as the Internet.. First and foremost, if nobody likes your music, it makes little difference where it is available or how well it is promoted. Building a loyal audience for your music is still the key to your musical success.

Resources

• Music Blitz is a music promotional site that makes free downloads available of original indie music. Songs are categorized by genre as well by file type and the site is searchable by keywords. Get your music included at www.musicblitz.com.
• Global Entertainment Technology presents G-E-T.Com, a worldwide entertainment industry database. Featured are industry news and listing of products, personnel and opportunities. Visit at www.g-e-t.com.
• Showbizjobs.com gives the visitor access to careers in the film, television, recording, multimedia and attractions markets. Jobs can be searched by company, location, category or posting date. Visit at www.showbizjobs.com.
• Vandoren-Paris' website now includes a Woodwind Forum. Players can post questions, read advice and answer posted questions. Visit the Vandoren site at www.vandoren.com.
• For a well-deserved break from your web surfing, take a look at www.hamsterdance.com.
• Music Books Plus has greatly expanded their catalogue and now features online over 3,000 books, videos and CD-ROMs on music, recording, audio, songwriting, MIDI, multimedia and the Internet. You can join the electronic newsletter or request a printed catalogue online at www.musicboooksplus.com.
• If you are planning to visit North By Northeast in Toronto In June, drop by their website at www.nxne.com. You can register online and find information on the Conference, the bands and venues for the showcases. Also included is information for volunteer and marketing opportunities.
• Norris-Whitney Communications operates The Music & Audio Connection, the international on-line resource for music enthusiasts, musicians, music and audio professionals. Included are classified ads, products for sale, company showcases, discussion forums, associations, music education, music & audio resources, career information and file libraries. Updates to the site are available by e-mail or on The Pointcast Network. Visit at musicandaudio.com. For more information, e-mail to Fax (905) 641-1648 or call (905) 641-3471.