Artist Development Series
Guerilla Promotion with David Codr, Part One
By Wayne Brekke

In this new, multi-part series of articles, MPB Publisher and veteran concert promoter David Codr offers tips and techniques he has found effective for band promotion and artist development. Here in part one, we discuss five topics that Codr usually covers with artists through his workshops in Guerilla Promotion.

Goal-Setting

One of the most basic and common mistakes many independent artists make is their failure to set goals.

"When I'm consulting with an artist for the first time, I ask everyone in the band separately what their goals are," Codr says. "Usually each band member has a different idea as to where the band is headed. They assume everyone is thinking the same thing, but they had never bothered to communicate that to each other."

If a band's goal is to get signed, an impressive number (Usually 10,000 - 40,000) of documented CD sales is what will get a label's interest. Bands with that as a goal need to concentrate on developing only a few markets, but developing them as fully as possible. Working in fewer markets allows the band to build the necessary market relationships: local radio Pds & Mds, record & CD stores, music / entertainment writers, promoters who bring in mid level national acts that need strong openers, etc. Relationships with those people can be the difference between a successful and passed by artist. But those relationships require frequent contact and interaction- something you can't do if your only in town for the night.

If the goal is to get their music out to as many people as possible, the internet becomes an even more important part of the equation. Having your music available on your website is great, but you're going to have to get people to your site to listen to that music. That means you'll need to get your page linked from other websites, promote your band's website on music related sites, etc. A great way to do this is chat rooms and discussion boards, but that isn't a good use of time if the goal is to get signed.

Setting a primary goal allows you to see the bigger picture. Then you can set smaller goals that will help you get closer to achieving your main goal.

If the primary goal is to get signed, an example of a good smaller goal would be to increase the number of CDs sold at each show. But in order for the labels to realize how many CDs you've sold, you'll need to use a reporting service like Stretch the Skies Music Button, which reports CD sales to Soundscan for only a quarter per CD (www.stretchtheskies.com). Since the goal was to get signed, spending the time and effort to get those CD sales reported helps you get closer to your goal. If the goal is to develop new markets, that time would be better served doing something else.

Setting a series of small goals allows a group to become better organized and measure their progress in all aspects of their development.

"Most groups don't realize that the average length of time major label artists are together before they get signed is six years," Codr said. It seems like a long time and it is. But if you use that time to set and achieve goals, you'll be that many steps closer.

Becoming Proactive

No one becomes successful without hard work and determination. In an industry that is full of competitors, it takes a pro-active mindset to stand out from the crowd.

"Follow-up is a big one; a lot of bands have a problem with sending material out and never following up on it," Codr shared. "When I used to book clubs, I was getting hundreds of packs a month from new bands. If all I did was listen to that music, I still couldn't get through it all. So I would just wait till the band got me on the phone before I would dig it out."

Most live music clubs only have between 200-500 open slots each year. Generally, 70% of those are going to established artists the club has booked before.

Getting a show at a new venue is already a long shot, but if you dont show the club getting the date is worth you calling, you get lost in the shuffle very quickly.

"If I ask you to send me your music, I'm interested in you, but there is an expiration date on that interest," Codr said. "If I get your stuff a few days after I talk to you, there is a much greater chance I will remember our conversation and set your kit on my desk. If you call to follow up on it the next day, I know you are on the ball. Plus it gives you an excuse to talk to me again and that's how you start to build relationships that work."

Making a Connection

Developing an effective fan base is a key component of any successful band.

"It's more important to develop relationships rather than trying to generate fans," Codr says. "People are more apt to go see an artist, or buy their music if they have a personal connection to someone in the band. I tell the artists I work with that each member needs to have a casual conversation with at least one new potential fan every day. It only has to take a few minutes, but if you make a connection and they come to your show and see you on stage - now you're a rockstar to them. Everyone wants to be friends with the rockstar."

If there are five people in a band, and each band member meets one new potential fan each day, that's over 1,800 new fans a year. Obviously not all of those people will come to your shows, but those that do will almost always bring someone with them. Not only does this increase your draw, it can help you sell more CDs.

"75 percent of all independent artist CDs are sold at their shows, and 80% are be sold in the 15 minutes following the band's performance," Codr said. "If the band has spent that five minutes meeting fans earlier, the end of your set can be a goldmine. Instead of going backstage or breaking down their gear, everyone steps off the front of the stage into the crowd. Since you took the time to talk to these people earlier, they are all hoping to talk to you now. You casually walk the crowd over to your merchandise table asking people if they are on your mailing list or have a copy of your new CD."

Developing Effective Web Presence

The Internet has become one of the biggest promotional tools an artist can utilize, as it can provide potential fans with a bio, photos, music and show information with the simple click of a mouse.

However, if not used effectively, the Web won't deliver its full potential. "I can't believe the amount of bands that are getting rid of their websites because they have a Myspace page," Codr says. "There was UBL, Mp3 and Pure Volume. Myspace has more sticking power than those other sites, but eventually someone bought them all, changed how they work and they lost their popularity. I'm not saying bands shouldn't have a Myspace page-by all means, you need one. But at the same time you should always have your own band website. Other sites should be used to direct people to that website."

The Baton Rouge duo Bones knows this all too well. Over the last two years, they had received nearly 20,000 views, had their music played 21,000+ times and signed up nearly 3,000 friends. Then one October day, bassist and vocalist Michael Miller logged in only to find the band's myspace page was gone!

Seems like a Fox television show by the name of Bones had mysteriously been given the band's myspace address without the band's knowledge.

"We've used that URL for almost 2 years to build our band name and fan base, and it's on all of our product and posters," said Miller. "We're as indie as it gets and can't afford to reprint everything."

The band sent out press releases, generated some negative publicity and eventually got their myspace page back after their CD release. The band now has an "official" website, bonestheband.com.

Myspace is a great tool, but its never a replacement for your official website.

Making Contact

"Your contact information should be on every single piece of everything," Codr says. "Not just on the CD jewel case, but on the CD itself. Many times your CD will get removed from your jewelbox, don't make it an adventure to get in touch with you if someone liked your CD."

That goes for your website and myspace page too. Make sure your website and myspace pages have your contact email address displayed as well as the "contact me" links. Those don't always work and if they don't, many times they have no way to contact you. If you have it in text in an easy to find spot, you can be sure anyone who wants to contact you can.

Current phone numbers are still one of the most important pieces of contact information an artist can provide.

"It's astonishing how many bands don't have a phone number on their website," Codr said. "If you're a club promoter and you hear about a band and you need a last-minute opening, you're not going to wait for a reply to an email. Club owners will just keep calling new bands until they fill the spot. Dont blow your shot by being hard to reach. If you are, you probably wont even know you missed an opportunity."