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This presentation explores a suite of readily available online tools for promoting music divided into four compartments: networking, content management, platforms and promotion.
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Assemble Your Own Digital Toolkit for Promoting Music
An interactive seminar by Inner Ear
Digital Toolkit
Inner Ear
• Use of social media• Radio Magnetic: our shop window
Compartments
• Networking• Content Management• Platforms• Promotions
Inner Ear
• Digital media production and promotion• Established 30 September 2000• Content creation
o Audio, video, blogs and images• Content communication
o Social media marketing• Training and consultancy• Use of social media
o Website http://www.innerear.co.uk o Ideas Blog http://innerear.posterous.com o Delicious http://www.delicious.com o Issuu http://www.issuu.com o Vimeo http://www.vimeo.com/innereartv o Twitter http://www.twitter.com/innerearuk
Radio Magnetic
• Inner Ear's own entertainment media brand• Alternative and underground music internet radio
station• Broadcast began: Monday 19 March 2001• UK's longest running independent internet radio
station• Shop front for Inner Ear• Promotional platform and testing ground for content• Online content and real presence at events• Active in social media:
o Blog-style website http://radiomagnetic.com o Facebook http://www.facebook.com/radiomagnetic o Mixcloud http://www.mixcloud.com/radiomagnetic o Twitter http://www.twitter.com/radiomagnetico YouTube
http://www.youtube.com/user/radiomagnetic
Terms and Definitions
• http://www.innerear.co.uk/glossary
• Digital media: content• Social media: conversation• RSS• Embeddable Media• Tags• Interaction:
o Friends, fans and followers• Services:
o Platforms, networks and tools• Web 1.0, Web 2.0 and Web 3.0
Networking
• Facebooko Example:
Shetland Folk Festivalo Tips: Engage with your
audience. Use Facebook to get in touch with other similar festivals and organisations and start a conversation with them. Make recommendations to your fanbase.
Be sociable, friendly, informative and human
Networking
• Twittero Example: Cambridge
Folk Festivalo Tips: Tweet regularly
and informatively in a friendly way. Always remember to reply to messages and Tweets directed at you. Start following people you want to target.
Be sociable, friendly, informative and human
10
Content Management
• Blogo Example:
Phuturelabs (built in Wordpress)
o Tip: Plan what to say and when. Present and cross post your content. Blogs can also be used for basic project management. See also Tumblr and Posterous.
Content Management
• Ping.fmo Demo:
www.ping.fmo Tip: Don't try and
have a presence on everything. Choose the most appropriate services to suit your needs. See also Twitterfeed.
Platforms
• YouTubeo Example:
Pomplamooseo Tip: Watch YouTube
for trends. Be clever with metadata. Use search tactics to attract people then engage with them and build an audience. Use that audience to sell music and tickets.
Platforms
• YouTubeo Example: AB0181o Tip: Use YouTube as
a research resource tool. Engage with viewers through comments. Find out what people want to see and give it to them.
Platforms
• Bandcampo Example: Jaisuo Tip: Offer some
content for free. Allow fans to give you money. If using a pay what you want model, set a minimum.
Platforms
• Soundcloudo Example:
Numberso Tip: Think of
SoundCloud as a functional MySpace. Use it to share embeddable players of your tunes. Interface with Facebook. Make sure you own the rights.
Platforms
• Mixcloudo Example:
Radio Magnetico Tip: Create your own
on demand internet radio station. Mixcloud is the only fully licensed platform. Engage with other Mixcloud listeners from the community.
Promotions
• TwtQpono Demo:
www.twtqpon.como Tip: Create discount
vouchers and share through Twitter. Link to other services like TwtVite or Eventbrite.
Promotions
• We7o Example: Let's Get
Lyrcialo Tip: Compile, share and
embed playlists and tracks. All licensing covered by We7. Easily add music content to your website.
Further Information
• http://www.innerear.co.uko [email protected] [email protected]
• http://www.delicious.com/innerear • http://www.slideshare.net/innerear • http://www.issuu.com/innerear • http://www.vimeo.com/innereartv • http://www.facebook.com/innerearuk • LinkedIn: search in groups for Inner Ear• Twitter: @innerearuk