This was originally published as a part of the AMAZING collection of advices pieces published by Chris Rockett on the Promote Your Music blog.
When Chris asked me to weigh with my thoughts about blogging, my head started spinning. I’ve written multiple posts about blogging: How to blog, why you should blog, and what the best platforms to use are. It’s a full chapter in both of my books that are available now and it’s a full chapter in my forthcoming book Cyber PR for Musicians.
So, I’m going to be the reality check in this series: Here’s the 800-pound gorilla in the room
There is no doubt that a blogging strategy when properly executed (which is something you can search and find tens of thousands of entries on how to do properly using Google) will help you enormously.
I won’t go into why because I’m quite certain all of my colleagues in this blog series points that out but here is what I see:
Blogging takes dedication and commitment.
It takes having something you want to talk about but that’s the easy part.
The hard parts are:
- Staying consistent
- Staying patient
- Being dedicated to a blogging practice
But the even harder part is: Understanding the BIG PICTURE
(Sorry for all the capital letters – I’m really passionate about this and I want you to get this.)
You want to succeed and you want recognition. But you still think someone else will come in and discover you, review you, write about you, tell the world how fantastic your music is, book you and make it happen for you.
They WILL — but you don’t want to do what it takes to earn it blogging is earning it.
Here’s a study that backs all of this up that I have been dying to share. A few weeks ago, I attended The Pivot conference and it mostly talked about how corporate social media works. The most fascinating few minutes came from a study presented by @alison222 from MTV.
It was about Millennials (that’s fans between the ages 18 and 29) and how they approach music, how they think and what they want.
This study defines the recent transformation of the music industry
The topic of her presentation was: How to recognize & reward consumer as PR machine
Here are the bulleted highlights, see for yourself:
• Discovery is a very important part of Millennials experience
• Millennials like Jenny who a part of the study now a 22 yr. old was 10 when Napster hit…. She has ALWAYS KNOWN FREE MUSIC
• It’s all about coming up w your own personal brand identity and that is influenced by the artists you love
• 85% of all music lovers say they have eclectic taste – with technology you can find out about Etta James and Dave Matthews and Drake and Aerosmith
• Millenials discover all music through friends on social media
• 76% feel a stronger connection to musician who shares
• They are demanding total interaction from artists
• More is EXCEPCTED from the artists now
• Buying the music is SYMBOLIC PATRONAGE – you must have earned it has nothing to do with ethics (i.e I am only paying money out of respect)
1. DISCOVERY – The starting place for most music discoverers it STARTS on Social Media then they will check it out on Spotify and the last step is an iTunes purchase (if they LOVE IT and if you have EARNED IT)
2. AFFINITY – They expect to feel connected. This means the artist needs to be on Social Media
3. ADVOCACY – This is their final step – They become your mini PR team
I believe this is not just Millennials- – I’ve seen it hundreds of times with all age groups.
The reality is they want a piece of you and if you do not give it to them they WON’T BUY,
Here Are The 3 Takeaways:
1 .Fans will work hard for you but they ask: When are you gonna pay me back?
2. You are my branding machine online
3. It goes BOTH WAYS
So, Go Blog.
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