Growing your brand and spreading the word of your art is a marketing problem.
So if that perfect album you spent months writing and months recording is nowhere to be seen, it’s because it’s not marketed properly.
And I am thinking of all of those hard rock and metal albums released between 1992 and 2005, which got released and didn’t really set the charts alight. It’s not because the music was crap, it’s because the labels didn’t care enough to put the money behind the artist to market them. But really was it the fault of the labels. It’s what the artist tells us.
Bands I support have spoken out about the label and the labels lack of enthusiasm at marketing their album. But the label did have the enthusiasm at one stage to put money into the demoing and recording of the album.
So is Geffen responsible or David Coverdale responsible for Blue Murder’s self-titled debut being killed or is the band responsible for not telling a story that connects with people or agreeing to that pirate look?
Is Elektra responsible for Motley Crue’s self-titled 1994 album doing poor numbers after they spent over 2 million dollars on the recording and marketing, or is the band responsible for not telling a story which connects with people?
Is EMI responsible for Queensryche’s “Hear In The Now Frontier” not doing better commercially?
Is Atlantic responsible for White Lion’s “Mane Attraction” disappearing from the charts?
Because marketing isn’t about putting a poster or an ad in a record store or internet site, it’s about telling a story that connects with people. As humans we make choices and the choice to invest in art is made together with other choices. Telling us that this is your best work, or that you put in your blood, sweat and tears is not really a story that connects. It’s a stupid PR spiel that doesn’t resonate at all.
And marketing isn’t about going all nuclear with ads and posters on every website and every print magazine either. It doesn’t equal advertising. Marketing is to spread ideas, serve the fans and satisfy their needs. And you do it by being authentic, respectful and truthful.
Artists need to tell us the story.
They need to own it.
They need to be truthful.
So if you have a marketing problem, you can’t solve it by simply repeating what you did yesterday.