Unknowning Fans as Unknowning Publicist

I'm going to try an experiment.

It dawned on me the other night that the press mailings I did when Life Is Loud was released were incredibly ineffective. The first mailing of about 40 CDs, sent to very specific writers who write about my kind of band/music/guitar playing produced a handful of reviews and pretty much zilch increase in sales or internet traffic. More importantly, the whole point of these mailings was to spread the word about the album, not to the writers, but to the potential fans out there. Hello? You out there?

So here's my experiment. Writers, you're fired. Not that you cared in the first place. Instead, I'm going to see if I can find a dozen or so regular people out there that would like my music, and ask if I can send them a copy for free. In exchange, I just want to know what they think.

If I'm able to look at somebody's internet presence (Facebook, MySpace, blog, Twitter, Last.fm, etc.) and determine that they would probably like my music, I'm betting that they would be more likely to spread the word on their own. I'm not asking them to blog about the music, but if they write a blog, chances are good they just might do it (what else do we blog about?).

I'm not looking for friends who blog, I'm looking for bloggers that don't know me who fit the M.O. of a Cameron Mizell fan.

I mentioned this to a couple friends, and they didn't quite get it. "Shouldn't we be doing this anyway?" Well, kind of. But I'm looking for people kind of like me. If John Scofield personally sent me his next album and wanted my opinion (ahem), I would not only tell him, but I'd share the experience with friends. Not that I'm Sco, but if somebody hadn't heard of me and all of a sudden I wanted to send them my CD, I bet they'd want to figure out who I am, and what's wrong with me.

All I have to lose is a few CDs that would otherwise end up in the abyss of journalists' desks.

What I Learned at My Record Label Job

There's a new website in the works, and it'll be the future home for my blog. I've been working on an in depth article about what I took from working at a record label. It's pretty long, so I might not be writing too much more on 'Between the Music' this week.

What I Learned at My Record Label Job

After you're done, take a sneak peak at the site. If you're a musician, you can participate in the forum or even contribute an article yourself, simple read this post by Dave Hahn, my cohort and the true evil genius behind this adventure.

Print Advertising... does it sell CDs?

I recently took out a 1/3 page ad in a jazz magazine. Like any jazz mag, the circulation isn't huge (22,000 or so), but it's going to a niche audience. It makes more sense to me to focus on your audience than to throw spaghetti at the wall. I got a deal too, or at least that's what I was told, and it seemed like something I could afford. Anyway, I looked at the SoundScan DMA sales (broken down by metro areas) and saw NO SALES in any of the major metro areas where the magazine circulates. It's also worth noting my trio has never played in any of those areas, so it's not like anybody knew who I was before they saw that ad and the album review.

I'm still reflecting on the value of advertising. I've never been a fan. It feels like a lazy strategy. If you have money, you can advertise. And there's so much of it out there, we're all desensitized. Even though I sold no CDs, was there value in placing that ad? Does it put my name in the back of people's heads? Does it give people the impression that I'm somebody they should know?

I'm not convinced, but I don't regret my decision and appreciate the support of the publication.