The web can be an invaluable tool for Indie bands. It allows them to get the word out about their music, promote their gigs, and even sell their music—all without going through a corporate record company. But it’s not without its pitfalls. If you’re about to start an online marketing campaign for your band—whether it involves social networking sites, your own website, or a combination of both—here are some pitfalls to avoid.
Read the fine print on sites like MySpace and Facebook. Before you sign up for an account with MySpace, Facebook, or any other social networking site where you’ll be posting your pictures, music and band information, be sure to read the fine print. What’s the website’s stance on advertising? How do they feel about you sending marketing messages to members? Do they claim rights to all the files you post—including music?
Who has rights to your music? Some social networking sites claim unlimited rights to everything you post on their site. This includes your music. This could cause trouble for you, especially if your music gets to be more popular. Make sure you understand the site’s rights to what you post online—and don’t post anything you don’t want to keep free.
Don’t let online marketing become your only marketing. One of the problems with online marketing is also its biggest strength: it’s easy. But it’s not enough to effectively market your band by itself. You still need to hang posters, hand out fliers, and network with other bands. Make sure you don’t come to rely on online marketing exclusively to tell people about your band.
You can’t actually sell your music on some social networking sites. Some social networking sites don’t allow selling directly from your profile page. This could affect bands who want to sell Mp3’s and CD’s via social networking sites. Make sure you know the site’s stance on sales, and link to a separate site that sells your music.
Be careful with covers. Uploading copyrighted songs can get you in trouble on social networking sites. But many people don’t realize that uploading a cover version of a copyrighted song may also be illegal on some of these sites. If your band does a cover version of another band’s song and you want to upload it to your MySpace page, make sure you understand their position on copyrighted material first.
Don’t get mistaken for a spammer. It’s easy to send email marketing messages to hundreds of fans with a single click. But are you sure these people want your emails? Be very careful to make sure your fans have to actively opt into your marketing list, and give them a clear opt-out option at the end of every email. A big list of email addresses is useless if half of those people weren’t aware they were signing up for your email blasts. Even a small list of people who’ve demonstrated high interest by taking the time to fill out a form asking for your messages is more valuable.
Those pictures are forever. When you post pictures of your band, be careful of the ones you choose. Those pictures are likely to be online forever; even if you close your social networking profiles, the site may not delete the pictures permanently and they may still come up in searches for your name. If you post pictures that are slightly questionable—especially if they involve drinking and partying—it could cause trouble for you down the road. Your friends, family, employers, and even blind dates could easily find these pictures with a simple search for your name. Be sure you’re not posting pictures you’ll want to take down later.
Online marketing is crucial for Indie bands today. But there are definitely pitfalls to be aware of. Read the fine print of any third-party site carefully before uploading any pictures, music, or information about your band. Be sure you follow web marketing etiquette and send messages only to people who have asked for them, and don’t rely on online marketing entirely—no matter how easy it is. Follow these guidelines, and you should be able to market yourself online effectively and safely.