Breaking through the Noise

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shane
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Breaking through the Noise

Post by shane » Sun Jan 10, 2010 3:24 pm

December 16, 2009
Ted Cohen: Breaking Through The Noise
ATTENTION ALL ARTISTS, THE WORLD NOW BELONGS TO YOU!

The Internet was supposed to be the ultimate leveler, great music would be able to find its audience, the 'big label' gatekeepers would no longer control access to the masses. It hasn't exactly played out that way. According to my friend, Tommy Silverman/Tommy Boy Records and the co-founder of the New Music Seminar recently told me that he did the math and only 228 artists broke 10,000 units for the first time last year out of 105,000 albums. That’s 2.17% but only 15 of those did it without the help of a real label. That's not very encouraging to the other ninety-eight percent.

While tens of thousand of artists are self-releasing their music, their ability to get noticed in a meaningful way is stifled by the sheer volume of music that is arriving daily at iTunes, Amazon, Spotify, MySpace Music, Yahoo, Rhapsody, Pandora, iHeart and others. Ten years ago, there were roughly twenty-five thousand album releases a year. In 2009, it is estimated that there will be over one hundred thousand albums put into digital distribution. That's roughly a million new tracks a year, four million minutes of music, or almost three thousand days-worth of song. But, maybe, if I listen really, really fast, I could....nope!


The competition for my attention is overwhelming. I've got a spare hour this afternoon, I can listen to fifteen new songs, how do I find the fifteen new artists that will rock my world?? That is the career making-or-breaking question.

From my perspective, you have to be in business with the majority of these players to succeed:

Digital distribution can be easily achieved through aggregators such as:

Ioda
Iris
The Orchard
InGrooves
BFM Digital
Indie Artists can directly secure digital distribution by paying a fee to, among others:

ReverbNation
Tunecore
CD Baby
Artists can establish direct fan communication through these key outlets:

Facebook
MySpace
Twitter
If you want to insure your success, availability is mandatory on:

iTunes
Amazon
Zune
Rhapsody
Pandora
Slacker
Spotify
MOG
Yahoo, AOL and iHeart Radio
There are some great marketing services, metadata providers and digital tools, including:

Topspin
ReverbNation
CyberPR
Chain Reaction Media
The VirtualCD
GigMaven
Rocket Science
Hello Music
All Music Guide
Shazam
LyricFind
Gracenote

Through my involvement this past year with Sara Haze, an amazing nineteen year-old singer-songwriter from Los Angeles, I've learned that it's a full time effort to build a fan base. Creation and availability is just the start. You've got to continually engage with your fans, encourage and incentivize them to 'spread the word'. BLOG, TWITTER, POST, make at least some of your music available for free to your public, let them know how good you really are! At every gig, grow your mailing list and your army, make some noise, it will pay off.

While global stardom might be your ultimate goal, focus now on making your music career your day job, Starbuck's, McDonald's and HomeBase should not be part of your resume going forward.

The point of my post today is to motivate you, not to intimidate or dissuade you. The good news is that you are finally in charge of your career. The bad news is, that face in the mirror, it's the only one to blame if things don't go well.

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