Viral Marketing Online For Musicians

Published: Sun, 05/17/09

As author and marketing expert Seth Godin says, ¨ideas that spread win¨.  I love this quote because it really simplifies what can seem like an incredibly complex, how to successfully market a product or service, and distills the concept to its essence.  It´s completely true as well, ideas that spread really do win.
 
When it comes to spreading ideas online, some ideas spread very fast.  For musicians looking to spread their music, the internet is not a technology to be overlooked.  The right idea, successfully implemented, can generate massive exposure very quickly.  Let me give you an example.  Have you seen the video of the band OK GO from Chicago doing a choreographed dance routine on treadmills to their song ¨Here We Go Again¨?  Chances are you probably have.  The video has been viewed over 45 MILLION times in the last two years or so.  If you missed it, go check it out, it´s actually really entertaining: http://www.youtube.com/watch?v=pv5zWaTEVkI
 
This video was released on you tube in 2006 and it has generated massive exposure for the band, dramatically increased their CD sales and basically put this band on the map.  Now what´s interesting is that OK GO IS on a major label, Capitol Records, and they were when this video was released as well.  The record label helped them develop the idea for creating this video and spreading it via you tube.  They didn´t know whether or not the video would be successful, they just came up with an idea and decided to go for it, and the result was one of the most successful internet marketing campaigns for a band or musician in history.
 
Although OK GO is a major label act, their label used technologies that are free and available to anyone to create their marketing campaign, the internet and Youtube. MOST of what Capitol Records did to implement this marketing campaign could be duplicated by musicians everywhere.  The one aspect of this marketing campaign that is a little tricky to duplicate is how to get the viral marketing campaign off the ground in the first place.  Capitol Records used many of their connections in the industry to get the video spread and posted on a variety of industry blogs which helped get the snowball effect started.  Once the initial buzz was created the video developed a life of its own and people started talking about it and forwarding it to friends.
 
So the question is really how can indie musicians successfully utilize the internet to market and spread their music, without already having the connections that a label like Capitol Records has.  Well, it can absolutely be done, but it´s essential that you understand a few basic principles about internet marketing first.  There is a craft and a skill to marketing things online, just like there is a craft and skill to marketing things offline.  And the good news is that it´s not that hard to learn.  There are a few basic principles that if understood and implemented will dramatically increase your online presence, and ultimately the sales of your music.
 
To learn more about internet marketing, specifically as it relates to marketing music check out my friend John Ozsajca´s book, The Music Marketing Manifesto. John is a former recording artist for both Interscope and Warner Bros Records who now makes a full time income marketing his music online independently. John has also licensed a fair share of his music and even had a cut in the movie ¨What Happens In Vegas¨ with Ashton Kutcher and Cameron Diaz.  John´s book on how to market music online is the best I´ve ever seen on the subject. Go check it out here!
 
Happy Songwriting!
Aaron Davison