Music Marketing for the DIY Musician

Bobby Borg MCM, is a former major label, independent, and DIY recording/touring artist. He also served as the VP of Special Events for the American Marketing Association and Interim Chairman of Music Business at Musician’s Institute. He is an assistant professor of practice in music industry studies at University of Southern California’s Thornton School of Music. He is the founder of Bobby Borg Consulting and author of The Musician's Handbook, Music Marketing for The DIY Musician,Business Basics for Musicians, Introduction to Music Publishing for Musicians, and Personal Finance for Musicians. Visit bobbyborg.com.

We wish it was all about making art, but marketing it becomes a necessity. In this day and age where thousands of songs flood the marketplace, this book defines a path through all the noise.

• ContentsForeword by Tony van Veen. CEO of DIY Media GroupWelcome New and Old Readers! Here's What's NewPrefaceAcknowledgments1.An Overview of the Complete DIY Marketing Process: Creating and Executing a Plan of Attack in a Nutshell1. Describe Your Company’s Vision and Set Your Career on Course2. Identify Opportunities or “Needs” by Conducting a SWOT Analysis3. Analyze Your Most Likely Customers and Target Your Market4. Learn from Your Competitors by Conducting a Competitor Analysis5. Demo Your Products and Services and Get Invaluable Feedback6. Set Your Marketing Plan Goals by Using the SMART Model7. Find the Right Blend of “Marketing Mix” Strategies to Achieve Your Goals8. Assemble a Marketing Plan of Attack™ and Present Your Ideas Effectively9. Execute Your Marketing Plan Effectively and Get Results10. Keep Learning About Marketing and Strengthen Your Marketing Muscles11. Getting Your Mindset Right Before Diving into the Text2.Describe Your Company’s Vision: Identifying Your Musical Purpose and Setting Your Career on Course1. Identify the Type of Company You Envision Becoming2. Indicate What Products and Services You’ll Provide3. Determine Your Genre or Style4. Decide What Level of Success You Wish to Achieve5. Consider What Kind of Industry You’re In6. Know What Identity You Want to Project into the Marketplace7. Write Your Vision Statement ParagraphMarketing Plan TemplateMarketing Plan Example3.Identify Profitable Opportunities or “Needs”: Conducting a SWOT Analysis1. Scan the Marketplace for Potential Opportunities2. Match Opportunities with Strengths3. Uncover Your Weaknesses4. Spot Potential Threats5. Write a SWOT (or OSWT) Conclusion6. Q&A with Business Consultant Ira KalbMarketing Plan TemplateMarketing Plan Example4.Analyze Your Customers: Identifying, Segmenting, and Targeting Your Market1. Identify, Segment, and Target Your Audience2. Consider Your Data and Write a Customer Conclusion3. Q&A with Marketing and Business Coach Nance RosenMarketing Plan TemplateMarketing Plan Example5.Learn from Your Competitors: Conducting a Competitor Analysis1. Identify Your Competitors2. Analyze Your Competitors’ Strategies3. Interpret Your Competitor Data and Write a ConclusionMarketing Plan TemplateMarketing Plan Example6.Demo Your Products and Services: Getting Feedback Before Committing Your Valuable Resources1. Develop and Demo Your Products and Services2. Test Your Products and Services Out on Your Most Likely Fans3. Interpret the Data4. Write Your R&D Conclusion Paragraph5. Q&A with Research Consultant Bianca PhilippiMarketing Plan TemplateMarketing Plan Example7.Set Your Marketing Plan Goals: Using the SMART Model1. Make Your Goals Specific2. Make Your Goals Measurable (or Countable)3. Determine Whether Your Goals Are Attainable4. Consider a Road Map for Achieving Your Goals5. Set Your Goals in the Context of Time6. Complete Your SMART Goals ParagraphMarketing Plan TemplateMarketing Plan Example8.Develop Your Company’s Brand Strategy: Creating the Right Identity for Your Company and Its People1. Review Your Research and Goals and Examine How They Relate to Branding2. Choose a Company Brand Name3. Design a Company Brand Logo That Pops4. Create a Company Brand Slogan or Tagline5. Create a Company Spokescreature or Mascot6. Consider Your Company’s Brand Personality 7. Think About “Other” Branding Tools8. Realize Your Position: Know Your Point of Differentiation and Plan to Exploit ItMarketing Plan TemplateMarketing Plan Example9.Develop a Brand Strategy for Your Products/Services: Achieving the DesiredImage for Your Tours, Records, Merch, and More1. Decide on Your Brand Structure2. Envision the Best Names/Titles 3. Use a Product/Service Brand Slogan or Tagline4. Conceptualize the Right Design/Look/Mood5. Define Your Product’s Position and Exploit It6. Q&A with Branding Consultant Robert LiljenwallMarketing Plan TemplateMarketing Plan Example10.Finalize Your Products and Services for the Marketplace: Delivering on the Promise of Your Brand1. Create a Product and Service Development Plan2. Finalize a Customer Service Policy: The “Other” Part of Product3. Analyze the Features and Benefits of Your Products and Services4. Q&A with Studio Consultant Maurizio OTTO De TogniMarketing Plan TemplateMarketing Plan Example11.Devise a Pricing Strategy: Reinforcing Your Brand Image and Generating Revenue and Awareness1. Know How Your Research, Goals, and Other Strategies Are Connected to Price2. Choose the Pricing Strategies That Are Right for You3. Q&A with Business Manager Jeff HinkleMarketing Plan TemplateMarketing Plan Example12.Establish a Place Strategy, Part 1: Distributing Records and Booking Live-Performance Sets 1. Consider How Distribution, Research, and Other Strategies Are Related2. Develop a Place Strategy for Selling Your Recorded Singles And Albums3. Create a Live-Performance Place Strategy4. Q&A with Festival Producer Kevin LymanMarketing Plan TemplateMarketing Plan Example13.Establish a Place Strategy, Part 2: Distributing Your Merch and Songs Effectively for Sale and/or License1. Place Your Merch Effectively for Healthy Sales2. Place Your Songs and Instrumentals in Film/TV/Games and More3. Q&A with Music Placement Expert Michael LaskowMarketing Plan TemplateMarketing Plan Example14.Formulate a Promotion Strategy, Part 1: Winning Over Fans via Publicity and Paid Advertising1. Create a Publicity and Public Relations Plan and Stimulate Free Promotion2. Develop a Paid Advertising Campaign3. Q&A with Playlist Expert Mike WarnerMarketing Plan TemplateMarketing Plan Example15.Formulate a Promotion Strategy, Part 2: Using Online, Word-of-Mouth, and Guerrilla Marketing to Get Fans1. Put Together an Online Marketing Plan2. Use Word-of-Mouth Marketing (WOMM)3. Utilize Guerrilla (or “Street Commando”) TacticsMarketing Plan TemplateMarketing Plan Example16.Formulate a Promotion Strategy, Part 3: Winning Over Fans via Radio Play and Creative Sponsorships1. Develop a Radio Promotion Campaign Because Radio Is Not Dead2. Align with Local and National SponsorsMarketing Plan TemplateMarketing Plan Example17.Formulate a Promotion Strategy, Part 4: Utilizing Direct Marketing, Personal Selling, and Sales Promotions to Get Fans1. Develop a Direct Marketing Plan2. Think About Face-to-Face Selling (a.k.a. Personal Selling)3. Employ Sales Promotions (Short-Term Incentives)4. Q&A with Indie Bible Publisher Dave WimbleMarketing Plan TemplateMarketing Plan Example18.Prepare a Measuring Strategy: Tracking, Analyzing, and Adjusting Your Marketing Campaign1. Know What to Measure2. Consider Your Sources and Methods of Measuring3. Convert, Analyze, and Take Action4. Q&A with Digital Analyst Joe PoindexterMarketing Plan TemplateMarketing Plan Example19.Assemble Your Marketing Plan of Attack™: Presenting Your Business and Marketing Ideas Effectively1. Present a Front Cover2. Provide an Executive Summary3. Insert a Table of Contents (TOC)4. Complete and Format All of the Templates5. Build an Allocation of Costs Table6. Incorporate a Timeline or Schedule7. Add an AppendixMarketing Plan TemplateMarketing Plan Example20.Execute Your Marketing Plan Effectively: Adopting the Right Policies That Get Your Company Results1. Make Sure Your Plan Passes the Bullshit Test2. Secure the Needed Funds Now3. Remember Not to Wait Around for Others to Help You: Do-It-Yourself (DIY) or Die4. Be Ready and Willing to Go the Distance with Persistence5. Remember that Baby Steps Really Do Matter6. Burn, but Don’t Burn Out: Nutrition, Sleep, Exercise, and More7. Choose Employees and Band Members Wisely8. Delegate the Workload Within Your Organization9. Link Rewards to Performance Execution10. Communicate the Sense of Urgency to Get Things Done Now, Before It’s Too Late!11. Practice Good Time Management12. Get Rid of Complacency, Negativity, and Flakiness, and Do It Quickly13. Embrace Industry Types, Movers and Shakers, and Company Deals Carefully14. Always Give Thanks to Those Who Help by Practicing the Attitude of Gratitude15. Remember That Life Is Not Just a Box of Chocolates21.Continue to Learn About Marketing: Strengthening Your Marketing Muscles with 21 Exercises1. Study the Life Stories of Successful and Innovative Artists You Admire 2. Analyze the Careers of Artists Who Have Failed3. Study the Histories of Companies Outside the Music Industry That You Respect4. Examine and Learn from the Marketing That Is Around You Each and Every Day5. Consider How Companies Handle Themselves in the Face of Adversity6. Analyze Why Some Artists Can Stand the Test of Time and Others Fade Away7. Study the Lives of Great Leaders Throughout History8. Read the Greatest and Latest Business and Marketing Book9. Follow a Variety of Marketing Experts on Their Social Networks10. Subscribe to a Variety of Blogs for the Latest Business and Marketing Information11. Become a Member of a Popular Marketing and Business Organization12. Take a Continuing Education Class in Marketing13. Take Advantage of “Open Course” Materials from Major Institutions14. Be Careful of Online (YouTube) Courses and Click-Bate Promises15. Get an Internship in a Marketing Company16. Find a Mentor17. Teach Others What You Know, and Thus Grow18. Listen to Educational Radio Programs and Podcasts While You Drive19. Read the Trades20. Just Get Out There and Do It21. Hire a Consultant22. Q&A with Educator Rebecca Weintraub22.THE FUTURE OF MUSIC MARKETING 2024 – 2030: Examining the Present, Pioneering the Future 1.Artificial Intelligence and the Future2. Virtual Reality, Augmented Reality and the Metaverse3. Blockchain and NFTS: Redefining Music Monetization4. Connectivity Supercharged: Paving the Way for Music Tech5. The Power of Voice: A Vocal Revolution 6. Personalization and Fandom: Empowering Musicians and Dedicated Supporters7. Societal Trends: Music Reflecting a Changing World8. Listening and Discovery: Navigating the Digital Soundscape9. Q&A with Digital Future Expert Dr. Morten BayComplete Marketing Plan Sample (Band)Complete Marketing Plan Sample (Solo Artist)Complete Marketing Plan Sample (Songwriter/Production Studio)Complete Marketing Plan Sample (Session Player)Chapter Question Sets: Quizzes and TestsGlossary of Terms Found in This BookDirectory of This Book’s Resources and Beyond25 Historic Moments in Music MarketingIndex