OK, so this particular story has a twist. It's a charity record and the guy who made it probably found it easier to enlist the online help he needed because of that......but, you should read the whole article and file away what he did in your head.
It's still a killer lesson in online music marketing.
This is the key passage:
Then I turned to the blogging community. From the years of working in the music industry (the last record I helped release was “Ossiner” by the band Bloom), I knew that all of the traditional ways of promoting a record were dead ends. Plus, I had no money, no physical product, no bands touring and promoting the music nightly, no publicist, no marketing campaign, and no label backing me. I did have the power of thousands of voices in the blogging community. And let's face it, bloggers have replaced old Pat Boone singing about Chevrolet. For some of the most influential of the lot, a mere mention of liking a book, camera, or movie can move thousands of units. Old marketing is seeing a flyer on a bar. Online influence is like having a trusted friend sit down next to you at that bar and tell you about something cool you should definitely check out.
And the lesson really is that bloggers carry real weight.
Now, if you can't get all the bloggers that We Are Hunted (see yesterdays's post) will reveal to you, to talk about your record, go and find an angle. If it's hard to get featured on music blogs, but your singer is a mountain biker - go and get on very mountain bike blog.
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