The places to publicize one’s creations are many and few at the same time. It takes months, and especially years, of hard work and patience to finally reach the general public. I have connected with some of the most incredible artists and fans in North America and have followed their advice and suggestions very carefully. And as a result, I received more exposure in a couple of months than I had in more than three years!
IMPORTANT CONSIDERATIONS
Many freelance artists believe that once their CD or book is available for purchase, the job is done. They think they can trust the quality of their work to sell itself. While this is not a bad idea, it is also important to realize that sales obey the 10-90 rule: 10% creativity and 90% promotion / marketing.
Start by asking yourself the following questions: “What is my long-term goal as an artist? What do I want to do with my creation (s)? What is my mission statement?” Be very honest in your answers, because they will determine your career and how long you can last in business. Being an artist involves many things. You must be professional in your approach, dedicated and aware of your environment and global issues. It is also essential that you are willing to support other artists and causes, and serve as a positive role model. Always acknowledge your fans and followers, those who work in the shadows for you. And most importantly, build relationships before you think about sales! This is the first step in gaining the respect of fellow artists and therefore exposure.
WEBSITE / PROFILE PAGES
Nowadays, if you want to attract more followers, you need to create a website or at least have a regularly updated profile page. This is very easy to do, especially if you don’t have any computer skills, and it’s free.
For a website, use Wix or Weebly. They are excellent!
If you are a musician or artist of the spoken word, you have probably heard of Reverbnation. I use it myself and love the fact that I can send preformatted newsletters to my fanbase, create a street team and launch missions with the click of a button, and promote my CD and tracks through easy-to-share widgets. . Furthermore, people can also help spread the word by sharing the widgets almost everywhere on the internet.
BLOG / COMMUNITY
If you want to build your presence online, it is very important that your fans and followers get involved. They want to know more about you and what matters to you. A blog is a very nice tool to use. You can speak up on any topic, address questions and concerns from your fans, educate them on topics that interest you, and invite them to participate in discussions. You can also promote yourself. The best blogging services are WordPress and Blogger.
You can also join writing communities and forums like Red Room and share some of your stuff there.
NETWORKS
Social networking sites are essential for promotion these days. The best part is that they are totally free! Be sure to check out Facebook, Twitter, Ning, YouTube, and MySpace. Ning is especially impressive as it offers tons of options!
You can also use Internet radio. I recommend Blog Talk Radio. There are tons of broadcasts every day and the good thing is that you can also interact in the chat rooms. Thus, you have the golden opportunity to “meet” hosts and listeners who often happen to be hosts or promoters of the art. I used this medium and met great people. I have been a guest on numerous shows, which has allowed me to promote my books and CDs, and tell the world why I am a poet and artist of the spoken word. They introduced me to a lot of new listeners. The traffic to my site has been huge since I started listening to BTR shows!
If you are not camera shy, you can also host your own show using your webcam. This is something I do once a month with Livestream (and people love it!). When you join their site, you receive access to a personal study. From there, you can upload your own videos or YouTube videos and stream them 24/7. Then feel free to embed the screen anywhere you want.
UPDATING YOUR STATUS
Part of your promotional time should be used to update your status on the different networks to which you belong. You will attract more followers. However, it can take a long time. You should be able to do it in a convenient place. Use TweetDeck or Hootsuite.
BUILDING A STREET TEAM
You can only do so much on your own. At some point, if you are like me and you work only 14-15 hours a day, you will burn out. You need to be able to trust others.
A street team is a group of people committed to helping an artist spread their work. The artist sends the group on miscellaneous missions (they never involve money from the group) and the best street teamers are rewarded in different ways. What I love about this concept is that it allows an artist to connect with their fan base on a different level. It gives them exposure and makes fans an integral part of the artist’s success. On the other hand, street teams get free stuff, which is always good!
Reverbnation offers you the perfect way to do it – once your mission is launched, the site keeps track and all you have to do is check your stats.
SELL ONLINE AND OFFLINE
95% of poets choose desktop publishing. For me, desktop publishing is more rewarding than challenging because I have to promote all of my products myself and it gives me the opportunity to really get to know my readers and listeners. Print on demand or POD is a great service and I highly recommend Lulu. Open an account, upload your files, fill out the necessary information, and you’re on your way. They will print your books, CDs, calendars, photo albums and pictures for you. Use your Paypal account address to receive royalties when people buy your products through your personal store (free).
If you only focus on music or the spoken word, there are some interesting options. I heard that CD Baby is very good. I personally use Reverbnation & Audiolife. Both sites have partnered to allow Reverbnation members to sell their merchandise and music for free. All you need is a Paypal account. Set up your store (in two minutes), upload your files, fill in the information, and start selling your CDs, MP3 albums, individual tracks, Tshirst, and tote bags in minutes. And to be honest, the royalties are very decent.
You can also sell your music digitally, using major retailers like ITunes or Amazon.com. Reverbnation allows you to do it very easily!
DIVERSIFICATION
I have a motto: the more you have to offer, the more exposure you get! It means you have to diversify. And don’t wait for others to do it for you. Do things YOURSELF!
Make a list of all your skills and see what you have to offer. If you are a poet / writer, you can offer poetry / speech on demand or proofreading services. If you are an amateur photographer, why not sell your images to other artists for their book / CD covers? And if you speak two or more languages, you can also translate documents …
Another good idea is to design your own exclusive merchandise (t-shirts, bags, mouse pads, mugs, greeting cards, etc.) and sell it using services like Zazzle or Cafepress. All you need is a PayPal account. They provide you with a free store that you can promote wherever you want. And the royalties are pretty decent.
The great thing about diversification is that it makes it difficult for people to tag you in a category. You can end up attracting a lot of different people!
LAST WORDS
Always remember this: treat others as you would like to be treated. Before launching links at someone, introduce yourself appropriately and get to know them a bit. You will be amazed at the amount of help and support you will receive in return!
Also, don’t hesitate to ask for advice and suggestions from those who have a proven track record of success in your industry. Always have a notebook and pen handy, and write down any suggestions and ideas that are given to you. Sometimes a little thing will make a big difference.
Finally, frustration and discouragement are part of the job. Take a few days off, enjoy life and come back refreshed! 😉