Social Media for Musicians:Part II : Building your Fan Base

This picks up from my previous post Social Media for Musicians Part I: Developing your songs.

Call it Fan Relationship Management. Social media is making a big difference in the life and careers of a musician. No longer do you have to travel the world or spend long nights in smokey pubs trying to attract fans. You can now build a huge following completely on-line. Of course, nothing has more impact then live music, but with the power of social networking today, there are powerful resources available, for free, to build and grow their fan base...and this is just the beginning.

Aside from setting up your profiles, here are a few tips to consider once you have immersed yourself and your band into the social media world.

1) Establish your presence online and manage it.

Below are the must have social media sites for building your fan base. As a musician, FaceBook, MySpace, YouTube, etc are the pillar profiles to establish and manage. Most other sites and applications can link or feed information from these profiles. You can easily use these sites as your base when trudging through the digital world and expand as you feel more comfortable.

2) Be Active...but pace yourself
Setting up your page is easy. Inviting your friends is easy too. The hard part is creating a consistent, active social presence. You want to appear active. Resist the temptation to post all your music, content, gigs and photos all at once. Establish a basic presence with a few key bits of content, start inviting and gathering fans, then post more content as your fan base grows.

Set a publishing schedule and pace yourself. Set goals (daily, weekly, monthly) based on the amount of content you have and how much time you have to create and publish new content. Every new content post gives you an opportunity to broadcast a message and another chance to get your name and message out to your fanbase. Each impression provide a little reminder that you and your music are out there.

3) "Friend" or "Become a Fan" of similar musicians or bands
Be proactive. Seek other musicians out and "friend them" or "Become a Fan".  Return the favor when other musicians do the same for you. Build a network of musicians and bands with something in common with you and your musical style. This is powerful way to draw listeners to your music.

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Social Networking Sites for Musicians:
Below are the must have social media sites for building your fan base. These are the pillar profiles to establish and manage. Most other sites and applications can link or feed information from these profiles. Use these as your primary base when trudging through the digital world.

Facebook Musician Page [www.Facebook.com]



Rick Dill Facebook Musician Profile


Key Features:
+ Musician Profiles
+ Become a Fan link
+ Song upload
+ Photo Albums
+ Events (with RSVP)
+ Blog (using the Notes feature)
+ Video Uploads
+ Discussion Board

General Overview:
Setting up a Musician profile on Facebook is a must have nowadays. Make sure to set up a personal profile first and then create a separate Musician profile for your music or band that you will administer. The difference being that Personal Profiles have "friends" (mutual acceptance) and Musician profiles have "Fans" (one-way opt-in) This will allow your Musician profile to have a broader reach beyond your friends and family.  Also another difference is that Personal profiles are more private and Musician profiles are indexed in a way that make them more public which will allow you to be more discoverable by potential fans not only on Facebook, but increases your chances of showing up in relevant search results (e.g. Google, Yahoo)

A Musician Profile provides a place for fans to discover, listen to your music, and with additional applications, purchase your music. You can easily set up and broadcast events, promote your music, or to just shoot out messages to keep in touch. The best part is you are building a fan base has opted-in. They have invited YOU to keep in touch with them. Don't miss the opportunity. Keep it meaningful and fun. But obviously, don't abuse it.

Ease of Use:
It's a very simple set up, you just need to know where to go to create a separate musicians page. Follow this link and make sure to select "Musician" page.

Fees:
Mostly free! Cost will occur if you want to start using the Facebook network for advertising. The "promote this page" puts you little more then a click away from selecting a target audience and placing ads onto their Facebook pages.

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YouTube Channel [www.youtube.com]


YouTube Year of the River Musician Channel


Key Features:
+ Musician Specific Profiles
+ Video Uploads
+ Allow fans to Subscribe
+ Viewer Comments & Ratings
+ Events
+ Blog

General Overview:
The music video didn't die with MTV...it just is in a state of transition. This is an often overlooked social media resource for musicians. Don't miss the boat. YouTube channels put some amazingly powerful promotion resources at your fingertips. Of course it's all based on the fact that you have videos to publish, but don't let that stop you! Make some videos! Even if it's just you performing your songs up against a back drop or a slideshow with your music playing as the soundtrack.  YouTube is one of the largest sources for streaming music! It's a great way to get exposure in a unique way while other bands are still tinkering with their FaceBook and MySpace pages.

With YouTube you create a "Channel" page that has many of the social networking features you would expect to find on FaceBook. You can also easily share your videos on many other social networking sites since YouTube is such a common video hosting platform.

So make it a point to bring a video camera along with you to your gigs, recording sessions or rehersals. Give your fans and potential employers a way to enjoy your performances from the comfort of their laptop!

Ease of Use:
Uploading videos couldn't be easier...just look for the big yellow "Upload Video" button! YouTube provides you with a few "themes" for customizing the look of your page. It's a bit limiting, but hopefully soon they will allow you the ability to customize the look of your page further to better align to your band's branding.

Fees:
No fees at all. As a matter of fact, you can actually make money by setting up a YouTube channel. You can set up an affiliate program with YouTube to place ads in your videos and on your page. Depending on viewership and click-throughs, you can actually be earning some extra money based on your content.


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MySpace [www.MySpace.com]


MySpace Derek Trucks Band Musician Profile

Key Features:
+ Artist Profile
+ Song upload
+ Photo Albums
+ Events
+ Blog
+ Video Uploads
+ Friends Comments
+ Background Themes

General Overview:
MySpace is still holding it's own despite FaceBook's huge land grab. But as you can see from this chart, Facebook is trending much stronger then MySpace. Feature for Feature, MySpace does have a lot to offer such as blogs, photo gallery's, videos, third party apps, as well as the classic MySpace music player.





As you can see in this chart, based on unique visits, Facebook has created a huge potential audience as compared to MySpace. But despite FaceBook's huge impact, MySpace (the greenline) has not experienced an equal drop in visits. MySpace is holding on to it's core user base...it's not growing...but there also hasn't been a huge mass exodus. MySpace is still a strong player in this social media "space." The real measure of success will be to determine if there's still the same level of engagement occuring on MySpace as it was experiencing even a year or two ago.

Ease of Use:
MySpace has recently redesigned parts of it's interface, but it still has an awkwardness that keeps it old school. Modifying your MySpace page is possible, but expect to be frustrated if you attempt to do it. There are third parties offering ways to "pimp" your MySpace page with new themes, but this tends to contribute to the problems around "ease of use" rather then help solve it.

Regarding all the customization that users have been doing, the many different page layouts and themes that exist from site to site, and lack of consistent wayfinding (navigation), it's very hard to find what you are looking for. The themes are rarely elegant, often time there's a lot of blinking going on! (reminiscent of the very early days of the web..."just make it blink").

The upside of customization is if implemented properly, a band can express it's unique character and brand better then on FaceBook. Expect to recruit the efforts of a good designer to help. Other then that, uploading songs, posting to your blog, adding events are all quite easy tasks to perform

Fees:
Free!...I have seen some third parties charging for use of their themes, but aside from that not much to pay for here.

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Reverbnation [www.reverbnation.com]
Your Social Media Control Center!


Example ReverbNation Control Panel

Key Features:
+ Artist Profile
+ Song upload
+ Photo Albums
+ Events
+ Blog
+ Video Uploads
+ Friends Comments
+ Press Kits
+ MyBand Integration with FaceBook (Sync Fans)
+ Sell your Music
+ Player Widgets
+ Detailed Stats
+ Website Builder

General Overview:
Reverbnation is a feature-rich music publishing center. It provides tight integration with FaceBook through it's MyBand application where you can sync up fans you gain through Facebook and Reverbnation. It quite amazing all the tools and resources that are provided to you for free. You literally can use Reverbnation as your control center for all your digital publishing.




Example MyBand application for FaceBook

Ease of Use:
With it's wealth of features, comes a challenging user experience. It has a slightly dated look and feel, there are attempts to adopt a more bold graphical interface within some of it's modules. Overall not terrible. I tend to put up with some of the UI awkwardness in exchange for all the cool tools that are provided.

Fees:
It's all free! But when you sell your music on iTunes or Amazon published though ReverbNation, they do grab a percentage of the music sales, but it's quite minimal. I'll add the actual amount once I actually publish a tune.



Reverbnation Year of the River Profile

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Social Media for Musicians Part I: Developing your songs

There has never been a better time to be a musician! A career in music nowadays is being revolutionized by all the resources available online. Digital technology revolutionized the music creation process, and now it's revolutionizing how artists are marketed, how fan bases are established, how music is distributed, and how music is sold.

There is so much of their destiny an individual musician or band can now control. At their fingertips are tools and resources that allows musicians to promote themselves in ways that, in the past, required the backing of a large record label, a publicist, a manager, a webmaster, a marketing professionals, concert promoter, rich uncles, and more!

In part one of my series on Social Media for Musicians, I'm going to explore some of the most popular Social Networking and music publishing sites. I'll explain how musicians should leverage them to build their careers.

I've organized a number of social networking tools and resources into the following categories...

Part 1 - Developing your Songs
Interact with target audiences and fellow musicians to post songs in various stages of development to get insightful feedback on how to improve it.

Part 2 - Building your Fan Base
Whether you envision your fan base to be local or worldwide, these everyday social networking sites can serve the musician quite well. The trick is to set 'em up properly, and make them work hard for you and your band.

Part 3 - Publishing & Exposure
Upload your music so it can be heard and accessed by your target audience and fan base.

Part 4 - Selling your Music
Yes...you can have your tunes selling right along side of greats such as Bob Dylan, Count Basie, Bob Marley, Snoop Dogg or whoever. In the online world...YOU own your distribution channel.

Part 5 - Finding Musicians and Putting Together a Band
Sometimes you need a little help from your friends, what if your musician friend can't make it to a gig or just charges too much? Well, fear not...quickly finding other musicians to create a band, collaborate with, lay down some tracks, or to just hang out with, is so much easier nowadays. (Remember the days of posting those "Bass Player wanted" flyers in the music store?)

Let's get started with social networking sites for developing your songs....

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Part I - Developing your Songs

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GarageBand.com [www.garageband.com]

Screenshot from www.garageband.com/artist/yearoftheriver

Key Features:
+ Band Profile
+ Newsletter
+ Event Listing
+ Fan Listings
+ Song Upload

General Review:
This is an ideal way for you to refine your tunes before publishing to other sites. You get the opportunity to receive reviews from other musicians on your songs and mixes. Garageband.com works on the premise that you are submitting your song into a contest.

Ease of Use:
The site interface is a bit dated, busy and a bit hard to navigate. It IS a feature rich site, but unfortunately, it's boxy layout, small fonts give it an old school feel. The site is still confined to a 1024x758 layout that does not take advantage of the full width of the screen.

Fees:
It's basically free if you complete 15 reviews of other artist's songs, then you get a free entry for your song. Of course you can bypass that process by paying the $18US entry fee. But do the reviews, get involved...it's fun! Garageband also links in nicely with iLike (it's actually owned by iLike) which will be beneficial for when you set up your Facebook page and also when you want to sell your music.

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Soundcloud [www.soundcloud.com]

Screenshot from www.soundcloud.com/yearoftheriver

Key Features:
+ Artist Profile
+ Stats (see how you are doing)
+ Player Widget (to embed onto your site)
+ Badges (for directing users to your profile)
+ DropBox (for uploading tracks)

General Review:
Soundcloud was created by a few innovative musician/developers out in Berlin. It started out mainly as a site for uploading music and allowing other musicians to provide comments. This is still it's main function, but they also have a social media aspect to it where you can build a community of "followers" and find artists you like are interested in and can "follow."

The "killer app" here is the Soundcloud player widget. When you upload your MP3s you can grab the code and embed the widget on your website or on your Facebook page. All that and a real elegant website interface.

Sample Player (Just a Few More Minutes - Mark DiSciullo):




Ease of Use:
The designers of this site provide the user with a fresh, graphical interface. It's a stark contrast to sites like Reverbnation and Garageband. The flow is nice. Tasks such as uploading songs, joining groups, following other musicians, and building a following are all very intuitive. It also has a unique way of leaving comments on your song, you do it right on the audio waveform. All the tools you need are easy to find and use.

Fees:
I was lucky enough to get in on the Beta phase so my cost were minimal. There is a free account available (info at the bottom of their page) that will allow 5 song uploads a month, ability to place their player widget on your site (best part!), and some basic stats. There are also PRO accounts that will allow for more uploads and a greater degree of interactions with other Soundcloud community users. The basic (PRO light) will run you $12US a month or $140 a year and for the power user (PRO MAX) is as high as $85US a month or $855US a year. Pretty much out of reach for most of us trying to get established. I highly recommend the free account for the player widget alone!

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Next Post: Part II - Building your Fan Base

Fret End Dressing - Smoothing down a sharp fretboard for a vintage feel

I recently purchased an Agile AL-2000 guitar. I was very happy with the tone of the guitar but it did need some minor modifications to give the feel of a custom built guitar. One problem I had was the fret ends were a bit sharp. This is usually one of the things that distinguishes a higher-end guitar from less expensive factory built ones. This is an extra time-consuming process that is usually foregone to save cost.

I'm outlining the steps I performed on my guitar. For less then $30 worth of tools from Stew-Mac and about an hours worth of time, you can make a big difference in the feel of your guitar. WARNING: If you decide to try this, be very careful with this process...it IS irreversible!

Tools used:
- Stewart-MacDonald Fret End Dressing File - Link
- Stewart-MacDonald Fret Dressing Stick - Link
- Stewart-Macdonald String Action Gauge - Link
- Sharpie Marker
- Low-Tack Blue Painters Tape
- Block Sander (Wet-Dry Sandpaper)


1) Make sure to tape the fingerboard using low-tack painters tape

Start with the sides....



Then the top...




2) Use a marker (sharpie) to measure out how far from the edge of the fret board you want to file. Remember this is an irreversible process. Make sure you don't go too far!!!




3) File Fret Ends with a Fret End Dressing File (from Stew-Mac)





4) Follow up with a Fret Dressing Stick Sander (from Stew-Mac)




5) To ensure consistent feel across the board, lightly sand with a block sander




6) Finish up with some .0000 steel wool



Again, be careful! But for a small investment in tools you can give you guitar a more comfortable feel, increasing playability. It also helps to reference a high-end guitar to see the exact shape of some well rounded fret ends. Take the time to visit a guitar shop and locate a guitar the feels "just right" in your hands and look at how the fret ends have been shaped. You will find that this fine bit of finishing work plays a big part in giving a guitar that vintage worn-in feel!

Agile AL-2000 Guitar Review (Root Beer)

Just posted to YouTube and officially added to the gear section of the site is my review of the Agile AL-2000 Les Paul copy.



I'm really happy with the tone and feel of this guitar. The craftsmanship is impressive for the price range. Even though they are on the low-end of the price range, the wax potted ceramic humbucker pickups, actually pump out some great sounds. Not exactly a P.A.F.s or a Gibson Burstbuckers, but a decent enough set of tones to work with live or recorded.

The YouTube hosted video has a review and sound demos of each pickup position played through a Marshall AVT50 (Clean and Overdrive). I'm using my Voodoo Labs Sparkle Drive (for the overdrive) and a MXR Super Comp Compressor effects pedals through the clean channel on my amp.

Just Arrived...my new Agile AL-2000 "Les Paul"

I've included a more detailed review of my Agile AL-2000 on the site. You can see it here gear section of the site.

I wanted to get a quick review out of my most recent guitar acquisition an Agile AL-2000 "Les Paul" copy. I purchased it online at Rondomusic.com for US$219. Right out of the box it was in tune and quite playable. I did my own set up to fine tune the intonation and to put my preferred string gauges on in .10-.52's (Heavy top, light bottoms) My next order of business was to round the fret ends off and smooth the neck edges on the binding to give the guitar a more worn-in feel | See post.

Initial soundchecks are coming back hot! This guitar rocks. The pick-up are definitely not PAFs (Classic '57 Gibson Humbuckers) but they will do for now.

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Related Posts:

• Agile AL-2000 Video Review


• Fret End Dressing - Smoothing down a sharp fretboard for a vintage feel

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The Songwriting Process

The song ideas are always floating around the sky seeking out a writer. A songwriter needs to be prepared to grab 'em out of the air wherever they're lucky enough to be in the right spot at the right time.

But what do you do now that you've come up with a great idea for a song and want to turn it into something?

Here's a few things I discovered along the way about the songwriting process. One concept that continues to help me out the most was realizing that there are two main phases of the songwriting process, the initial creative rush and the editing phase.

Phase One: The Creative Rush
Always be ready for a song. You never know when one will find you! Keep small notebooks handy. Keep one in the car, in your laptop bag, by your bed. When and where ever your mind wonders. Be ready for it!

I have a Google Documents account which allows me to access my directory of documents from any computer that has internet access. Plus, no fear of loosing your ideas due to a hard drive crash!

Develop a simple song structure for your idea
Once you have an idea or hook that's motivating you, jot it down. Then, before writing any more lyrics, create a basic song structure or outline. Simply describe what you want to have happen in each verse. Then focus your writing around that outline. It's like setting a goal for each verse. You can get as creative as you want with each verse, but in the end, it needs to convey to the listener the "goal" you set in your outline.

For example your outline could be as simple as this:




Simple as that. Now you have some structure to write within. Of course, this can always change...it often does. This is your guidepost to remind you of what you wanted to achieve in each verse, as well as the entire song, when you get into the editing phase.

Check in on your old ideas from time to time
Finally, don't forget to go back and read your old ideas from time to time too that you've captured in your notebooks! You never know what might spark a new song.


Phase Two: Editing
After the initial idea is captured and you feel it's worth pursuing, You most often will enter into the editing phase for your song. Get your idea and outline into a document on a computer and save it in a safe place. Again, Google Documents to is a huge help in this case. Edit when you feel like it, from any machine.

Often editing can be a very tedious process. But to me, I enjoy it. The thrill of constantly massaging the flow and wordsmithing sometimes can be very therapeutic, especially when you have an idea that you feel you really passionate about expressing. But sometimes the more you work an idea, the less you feel you are accomplishing. If you feel you are not making progress, don't be afraid to move away from it before it turns into something you are not happy with.

Don't become too sentimental to any idea
If it's not working, drop it. Move on to another idea for a while. I find so much joy in returning back to an idea, even years later, and approaching it with new perspectives and new life experiences.

"Mark Twain was quoted talking about his writing process, he mentioned that he always stopped writing for the day at the peak of his inspiration, as opposed to writing until the ideas were no longer flowing. The reason for this was, it was so much easier to pick up the next day from a previous high point, then to try and start digging out from an uninspired low spot."

Set it to music
Once I have a good grasp of the concept and where I want to go with it, I try to match it up to a chord progression, just enough to capture the right mood and feel. Sometimes the process of picking up your instrument helps move the songwriting process along further. Sometimes even switching instruments sparks more creativity. Switch from guitar to piano, or vice versa. The different chord structures help you look at your song from different perspectives.

Listen to your idea
Do a rough recording of your initial song idea before you get to far and listen to it. Critique it and go back and make your edits.

I'll capture rough musical ideas in Garage Band which I use as my "audio sketchpad." This is a great tool to capture ideas without any commitments. If I have more complex rhythm ideas or more complex song structures, I'll move into my studio where I can start blending in a rhythm track (bass & drums) in ProTools to help move the song further along.

How do I know my song is working?
I do have one rule before I start the final recording process...the song has to hold up completely with just vocals and an acoustic guitar before I start making the commitment to lay down the final tracks. It proves to me that the song is "real"



What's your songwriting process?

Tips for Mastering Your Final Mix

Ok, I so you have a great mix of your new tune, but from a volume and tonal perspective you may find yourself asking, "Why does it not stand up to my favorite songs from other professional artists?" Chances are, you're ready for a few pointers on mastering audio!

Before I get too far, IMHO, this is a process that's best left for engineers who specialize in Mastering. If there was one part of the process I'd give in and involve someone else, it would be the mastering process. But like most DYI'ers...such as me...you either have a budget (you've spent all your money already on guitars and recording gear!) or you just have a desire to do it all!

I wanted to share a few "non-technical" tips from my recent learnings mastering the audio for songs I posted this month on this website

What is Mastering?
Mastering is the final step in the recording process, to sweeten the sonic tonality and volume of your final mix so its ready for retail. Mastering is about your entire final mix...not individual tracks. The pros have a lot of personal tricks and tools to get songs to sound clearer and better. But mostly it's equalization, compression, limiting, and cross fading to give your song a more polished "commercial" sound.



This image illustrates a typical wav form from a final mix. Note the dynamic nature of the file. There are loud and quiet spots throughout the mix



This image illustrates a typical Mastered audio file. Note how the entire mix seems to hover around the same volume. This is the result of the compression that's typically applied to an audio file during the mastering process. This creates a full, even volume throughout the song.




Tip #1 - Create a playlist (or CD) of favorite tunes you think your song should fit in with
Ask yourself, "What do I want my songs to sound like?" This was actually the fun part. I plowed through my iTunes library and located about five (5) or six(6) songs that closely represented how I wanted my songs to sound. Use these songs to set a bar. Every mix you make, burn it to a CD or make a playlist and place your songs right into the middle of that list. Listen to it often. You will quickly hear the shortcomings of your mix...as well as other things about your song. But don't be too harsh on yourself. You didn't want to sound exactly like them anyway!

Tip #2- Listen to your mastered mix on various systems
Take your CD or playlist and play it in your car, on your computer, your home stereo system, upload it to your website and stream it. Note the differences in those systems and account for it in your critique. (e.g. Car Stereos tend to be very bassy, computers can be very "tinny") Unless you are specifically targeting a particular audio system (chances are you aren't) make a holistic assessment of your mix and determine what further work needs to be done.


Tip #3- Take the time to mix your audio just right...and then be prepared to remix it again after you master it
Once you do your first pass mastering your audio, you will probibly start identifying some issues with your mix, since you can now hear more. Factor this into your process. You will probably have to return to your original mix to rebalance some of your tracks to compensate for the clarity your mastering will be bringing out in your songs.

Tip #4- Leave plenty of headroom in your final mix
Your final "pre-mastered" mix should not be spiking the meter. The mastering process will most likely add more volume through equalization and compression. Allow for this. Keep your mix centered on the meter and avoid going into the red whenever possible.



Tip #5- Save the fades for the Master
Don't attempt to create your fade-outs (or fade-ins) during your final track mix. Just let the instrument tracks run out. Save it for the mastering process. You will end up with a smoother, more professional sounding fade-out if you concentrate your efforts on this during the mastering process. You'll be surprised how much effort goes into creating a pro sounding fade-out...it's an art!

Tip #6- Refresh your ears
Wait a few days or weeks minimum after you have finished the mixdown to let your ears get refreshed, and listen to the track and find out what's wrong with it before getting frustrated. It's easy to get into an endless cycle of reaching for any plugins and/or outboard gear trying to fix your mix only to find out that its only getting worse...not better.

Tip #7-Less is more
Again, avoid over saturating your mix with plugins or effects. In the end, mastering should be very transparent. Only put on what your track needs, if you can't hear anything that's wrong or you don't know how to fix it then don't do a thing and send it to someone else with more experience to master.

I mix my audio using Digidesigns ProTools 7.4 and do my mastering in Adobe Soundbooth CS3. I found Soundbooth to be a very basic application with a good array of mastering tools/setting. But not too much to get myself in trouble with. It keeps me in a good place!

Have fun!

What has your experience been mastering audio on your own? Let me know!