indie marketing and going it alone

Within the industry it is often incredibly difficult to get your work out there. As a result many people after a certain undefined period of time tend to abandon their hopes and move on.
However this can very much be avoided by focusing more on their approach to marketing.

Its often stated with the rise of “superstar Dj’s” and the likes of paris hilton entering the industry that marketing is more important than ever. as such the ways with which smaller indie labels and even down to the individual artist market themselves has not only evolved but is also potentially the most important part of their work now, (alongside the actual creation side of their work).

most indie labels have developed refined strategies to overcome their immediate disadvantage in the industry by either being very selective with the works they do put out. or by having a certain aspect that they focus on doing incredibly well.
Two such labels i’ve come into contact which do this well are Gravitas Recordings in Austin Texas, and Kinesen Recordings in Lugano Switzerland.

For Gravitas their route to success marketing wise was to not only put out works which bucked the current trends in their chosen scene, but also to market themselves as not only friendly people (which they are mind you), and to really engage with their fans whether this be through social media or even at shows by being present and engaging in conversation with them. (we’re all people after all.)

Kinesen’s success in marketing has come through a slightly different route. Whilst they are selective and aim to put out only the best works they possibly can, they’ve also been active as a solid cohesive unit promoting each others work where ever possible and thus by virtue of this, ┬áspreading their songs to more and more people. This concurrently with their focus on not only being nice people but also on ensuring that they are constantly striving for bigger and better things has lead them to arguably begin to grow at an impressive rate utilising both social media and various audio hosting websites (e.g.: soundcloud).

Some of the key things to take form their marketing techniques is: the passion they both employ; both groups of people are incredibly dedicated to their craft. they aggressively market themselves to their fan base by any means necessary because they believe in the product they are offering.
Finally, they are nice people; one of the hardest things for artists to get around is that the idea of the tortured soul who cannot identify with others is all well and good, but it doesn’t translate to people wanting to work with you (unless by some short miracle you make music that is undeniably amazing and you as an individual are merely secondary to it.) this means being friendly, courteous as well as just being open to suggestions. how often do you go home from a club after meeting a dj and remember just how awesome they were as a person? (whilst not to be taken as cynicism, that was also subconscious marketing on their part, without them even knowing it no less [!] ).

In short as an individual the best way to market is to get on social media and promote yourself with a smile, but also to focus on being friendly and taking any opportunity (within reason) that is handed to you. be passionate, get involved. lift speakers after a club night and help out if you have to. eventually you’ll be noticed. if not… you’ll at least have awesome memories and make some friends doing it.