Marketing OneOH!One: Break On Through To The Tangential Side

17/02/2012 § 4 Comments

When I interview interns for the Ted Kurland Associates program, which I oversee here at TKA, more than a few want to know if they are going to work directly with the agents, or with management, as if the marketing side of it were tangential to their education, not only as an intern at TKA, but as a whole to their career. Of course, working with the artists is more interesting than working with the pictures of the artists; getting into the thick of the business of music is really the key to their understanding of the booking process. I know that, which is why I try and give them face time with the agents.

Artists just starting out, you may have a real career where you can afford to shave off a nice percentage for a manager; a manager who understands all this tangential business kind of stuff and can honestly oversee a marketing crew who can use all the bleeding-edge tools-of-the-minute in order to shoot your career into the stratosphere, and, even more important, keep it there. Before you get there, here is one basic term you need to understand. It’s not too hard to get, though I am perplexed when starving artists don’t even have this tool tucked under their belts. Perhaps that’s why starving artists are starving?

The marketing term for today is AUDIENCE.

As in those people who want to hear your music. To get gigs, you must have a loyal fan base. Clubs want to fill their rooms with paying customers so those customers can buy drinks, eat food, pay for all the stuff that gets labeled as “overhead.” Don’t even expect to be considered by a promoter at a large club unless you have an audience that can minimally fill his room.

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