Part 1

I’ve decided to coin another term use to describe the vast majority of serious indie acts - “The Music Middle Class”, or MMC for short. Picture a sponge cake put in the oven at 500 degrees, then taken out after 10 minutes. On the outside you have the burnt crust - the major label acts - zero innovation, zero inertia, way too fucking overdone. In the middle of the cake you have the batter or the “goo” representing the hobbyists, the amateurs and the wedding singers. Just not positioned well enough in the cake to really cook.

Hopefully, most of you are the “just right” section, the MMC.

Part 2

I had a couple of small sparks after reading some Seth Godin, who many believe is one of the most prolific marketers ever. I was reminded that as music marketers - and you ARE one - that without a budget, you still have weapons available - probably some of the most formidable.

INNOVATION!

CREATIVITY!

In one of my previous posts, I wrote about channeling the dogma of PT Barnum and of making your band NEWSWORTHY.

Face facts - your primary objective is to increase awareness. Period.
Do it by any and all means necessary!

Your To Do List: (pick one or two)

1. Play someplace weird, profound, unexpected, etc.
2. Give something away for FREE. (Your music. Hint, hint.)
3. Do something that’s never been done and tie it into your music.
4. Make your band relevant by aligning with a hot-button issue. (Have a sense of humor.)
5. Do something EXCLUSIVE with your fans (mailing list) - make them feel special. (Throw a party, GIVE them something.)

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