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Mar ket i ngYourMusi cBusi ness I nTheDi gi t alWor l d Par t1of3
byNaví dLancast er
Youmaychoosetoagreeordisagreewiththefol-
l owi ngar t i cl ebutt her ei snodenyi ngi t .Thewor l d, t hr ough advances i ni nf or mat i on t echnol ogy and t el ecommuni cat i ons,i sr api dl yget t i ngsmal l erand mor edi gi t al l yi nt egr at ed. Asmusi ci ansandpr oducer swehavet obeawar e t hatt hef or mermodeloft her ecor dcompany-di ct at i ngwhatmusi ci smar ket abl e–i sdead.I nf act t he' r ecor dcompany' i snowacogi nt hemachi neof t he congl omer at e ent er t ai nmenti ndust r y.An ar t i st ' si mage( andunf or t unat el ynotnecessar i l yt he musi c)maybeconsi der edt ohavemor e' mar ket val ue' byt hemai nst r eam ent er t ai nmenti ndust r yi fi t canbeeasi l ysol danddupl i cat edacr ossawi de r angeofmedi a( vi deos,CD' s,DVD' s,r eal i t yTV, commer ci al s,mer chandi si ngandot hercr ossmar ket i ngcampai gns) .Wi t ht headventoft hei nt er net and t he Wor l d Wi de Web,ent er t ai nmentcompani esf oundot hermeanst or educemar ket i ngand di st r i but i oncost s. . . .sowhycan' tweal souset hi s t ool ?
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Asanyonewhoi sser i ous aboutst ar t i ngandmai nt ai ni ngabusi nessknows, mar ket i ngi sever yt hi ng.
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Thei nt er netcanbegr eatf ormar ket i ng.Somuch sot hatpr oducer s,musi ci ans,si nger sandot herar t i st swor l dwi dewhomaybeunsi gnedorbel ongt o ani ndependentl abelhaveanamazi ngoppor t uni t y t omar kett hemsel vesandast hewor l dbecomes mor edi gi t al l yconnect edt heoppor t uni t yt oexpose ourt al ent s,musi candcul t ur eal sogr ows.Wehave somet hi ngt oof f erofgr eatval ue.
Naví dLancast er
Asanyonewhoi sser i ousaboutst ar t i ngandmai nt ai ni ngabusi nessknows,mar ket i ngi sever yt hi ng. I ti showyoukeepyourcur r entandpr ospect i vecl i ent el ei nf or medofwhatyoucanof f er .Youshoul di n f actknow,andbui l d,youraudi ence.Whoar eyoumar ket i ngyour sel ft o?Ar eyouanent er t ai nerwho i st r yi ngt oi ncr easeyourf anbase?Ar eyouapr o duct i oncompanyl ooki ngf orpr ospect i vecl i ent el e? Whati sspeci alaboutyou oryourcompanyt hat peopl e SHOULD know about ? Wi t ht he i nt er net , geogr aphi cal boundar i esar eer asedandt hepot ent i alf orr eachi ngandexpandi ngyourni chemar ket ar eenor mous.
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Iam abi gf anofus i ngest abl i shed s oci al net wor ki ng. . .Thi smayseem l i keal otofwor kbuti nf acti ti sver y eas yt odoeveni fyouar enott hat i nt er nets avvy.
Forexampl e,Iam abi gf anofusi ngest abl i shed soci alnet wor ki ngsi t esl i keRever bnat i on,Li nkedi n Yout ube,I ssuuandTwi t t ert ogui depr ospect i vecl i ent st o mycompanyLANCAST.Wi t ht hese net wor ksIcanal soi nf or mt hepeopl ewhatmycompanyhasdoneandal sodi spl aypi ct ur es,musi cand vi deost hatwer ecr eat edbymycompany.Thi smay seem l i keal otofwor kbuti nf acti ti sver yeasyt o doeveni fyouar enott hati nt er netsavvy.I nr eal i t y, set t i ngupandmai nt ai ni ngmostoft heseaccount s i saseasyascr eat i ngyourownemai laddr ess.You canmakesomever yi nt er est i ngconnect i onst hat way,f orexampl eIcompl et edasongf oracl i ent l i vi ngi nJapan.Hecr eat edt hel yr i csandIcr eat ed t hemusi c.Wescannedandemai l edal lt hel egal paper st oeachot heronl i neaswel landnow hei s ver yhappywi t ht hef i ni shedsong.