As a result of the Humphreys and Keen thing over the past week, I’ve been thinking a fair bit about promos – free copies of albums sent to people in an attempt to find and build an audience – with the end goal of selling some records.
When I ran an independent jazz label back in the late 1990s, conventional wisdom was pretty simple: press 1000 CDs, and send out 100-200 of those copies as promos to influential people with radio shows, television programmes, newspaper columns and so on.
It was a bit of a lottery, and usually your record would either get a cursory mention in passing, or – most often – no mention at all.
You could reasonably argue that there have been better times to get into music retail. All the same, I’ve taken a very small step towards that this week on behalf of some New Zealand friends of mine who have recorded my favourite album of the past five years: The Overflow by Humphreys and Keen.
I was looking for a way to sell vinyl from my site. My friend (and fellow H&K fan) Owen had arranged a gorgeous limited edition vinyl pressing, cut at Abbey Rd studios in London, and I enthusiastically offered to do the online retail.
The sale of digital downloads was no problem whatsoever, because of Bandcamp. And yes, I’m an evangelist for Bandcamp – but with very good reason. It’s brilliant (and I’m on their board of advisors, if you need the disclaimer).
But having set up a physical online retail store in a completely different realm, I know that it’s not something to be taken lightly. It can be a mammoth task. But I have just one album to sell – and I wanted to do it from my personal website. I’m not building HMV or Tower Records here.
I have a new page here on New Music Strategies, which outlines some of the ways I can help musicians, and independent music businesses. Naturally, I’ve called it my Help page.
I was trying to think of a suitable picture to put at the top of that page, and I had a song stuck in my head. So I went to YouTube, found the video clip and embedded that straight in there.
But then I started to worry. Here I was using a song that was still under copyright on a page that is, for all intents and purposes, entirely commercial. In a way, I’m using the song a bit like a jingle. That can’t be right, can it?
I give a lot of speeches, presentations and talks at music industry events and in educational institutions. I’ll generally talk about whatever I’m asked to talk about, or whatever I happen to think is specific and relevant to the group of people I’m talking to.
Quite often, I’ll rewrite my speech on the day, as I get a clearer idea of who my audience is and what their specific concerns are. But every now and then, I get passionate enough about something to prepare a presentation in search of an audience.
I’ve pitched this to Popkomm, and I’ll pretty much say this to whoever’s listening. This is important, and it’s urgent.
