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Expanding a musical career into international markets is a mandatory element in today s ever evolving music industry. In its basic form, there are three layers in accomplishing this. One- bands need to expand their fan base and in order to do so they need to organize an International Tour. Secondly- musicians need to successfully promote a Concert Overseas. The third and final step involves efficiently marketing your music in an international region in order to benefit from touring. Steps 1 and 2 can often times be so draining that group s glaze over the importance of successful marketing. Rightfully so, marketing is a difficult element and should be left up to a marketing expert, especially one that specializes in international marketing. If you represent the 99% of the bands that don t have international marketing experts on your payroll, here are 5 Tips to Successfully Market Music Overseas. §1- News Updates §2- Staying Connected §3- 5 Tips to Successfully Market Music Overseas §4- Upcoming Blogs § (1) NEWS UPDATES Several new and creative things have been brewing on my end. First off, I just returned from a long trip to Sweden (never long enough). It always amazes me how musically talented the entire country is. I could be contribute to be lucky enough to hang around with the who s who players on the Swedish music scene, such as: Carola (best selling artist in Swedish history), classical diva Hannah Holgersson, cross over country musician Beatrice, rockstar Anorah, singer/songwriter and top notch producer Samuel Engh, the former drummer for ABBA, and MD Sebastian Robertsson. I m aware being around such talent can taint my view of reality, but it truly appears everyone in Sweden is indeed a hidden talent. The experience jolted expansion possibilities into several already existing projects, updates to come. Secondly, I m on writing overload. It has been overwhelming with the number of emails and article feedback I ve received from posts, so clearly there is a demand for more information. I ll do my best to feed this hunger with more informative posts. Thirdly, frequent readers are clearly aware of the upcoming book project How to Market and Promote Your Band in (___). The books will serve as a guidance tool for indie level bands on how to market/promote their band in a target country. The books will also highlight step by step instructions on setting up international tours in a specific country. The first three releases are specific to SWEDEN, ITALY, and CANADA. Each project consists of contributing authors, and the ITALY book promises illustrious input. European tour and event coordinator, Lotta Waern, will contribute her unmatched yearning in tour organization; and convey these views in such a simplistic way you won t even know you ve been injected with high level touring techniques. Other contributors include Thomas Carlsson, who brings label knowledge from the U.S. and Europe along with production views that are second to none. Xavier Frascogna, author of Billboard Books bestseller This Business of Artists Management, also weighs in with industry input. Look for them this fall, read, enjoy, and then expand your career into international markets. § (2) - STAYING CONNECTED As www.musicglobalization.com voices industry tips on the 15 and 30 each month, there are several other channels that will keep you clued-up with tips on a daily basis. Try them out: TWITTER reveals important industry news stories almost hourly
industry stories. Without knowing. it is imperative to understand these trends going in so don t waste effort and money. Seriously. revealed the Italian musical trend was greatly different then domestic releases in the U. this article will not help you. Band X has just cut their throat in the Italian marketplace. Say Band X from Tampa Florida wants to release an album in Italy. Simply releasing a CD doesn t ensure economic benefit nor does it promise a beneficial and sustainable career in country X. 3. This is fine. but here are 5 tips that will put you light years ahead of other groups attempting to do the same thing. or my industry profile. and bright colors. The band really focuses on an album design.S. The common trap is to release an album design that reflex the bands artistic impression. 1. the three most commonly used colors: black. may use a popular recording artist on that particular track. Without understanding the Italian trend. However. nor are the elements of album design. which analyzed the Italian Billboard charts over a 12 week period. So much time has gone into creating a project and printing an album. Many countries focus on digital releases. the more strategic approach is to generate an album design which appeals to a bands particular market. When Bocelli releases albums in an attempt to cross over markets. They decide to print singles in order to sell for a low price at their Italian concert. artistic fonts. LINKEDIN If you need more information regarding industry jobs.5 TIPS TO SUCCESSFULLY MARKET MUSIC OVERSEAS Releasing music or product in an international market requires planning. That same track/album being released in Sweden would use a Swedish artist. This isn t the magic bullet of international expansion. Understand the Design Differences Just as the methods used to promote shows aren t universal in strategy. Statistics reveals 90% of the albums used photography of the group/band/musician. and personal music related events. See chart statistic below for commonly used colors on the Italian market: 2. Many groups think this takes away from their artistic freedom and the integrity of the album simply not true. plastic jewel casing may be trumped by paper folds. and personal projects § (3) . Spanish artist in Spain. following the tendencies set by Italian musicians. For example. The key is to understand the trend. news stories. he will designate one particular track to be manipulated in order to add local appeal.S. If the goal is to strategically boost a career plan and to sell albums over a long period of time. and so on . and if the band receives a good response. white. and only 10% used artistic graphics. specialties. it may prove best to sprinkle some local elements onto the album. an album being released in the U. you re in the right place. Italian singer Andre Bocelli is genius in using this strategy. Understand the Packaging Trend Just as your CD releases should strategically implement creative design. Use the example of Band X again. so don t waste it. If the object is to simply release music in a foreign market. With the overwhelming amount of indie level bands craving cross over and international exposure. other still focus on singles. they will sell their full length albums the following year. partnering with other musicians should prove easy. If using unknown musicians makes you . Study the album trends in a specific region of release before blindly putting out a product. A 2006 study. when you release singles they must be in a digital format. FRASCOGNA MUSIC this is the most complete list of credentials.FACEBOOK Frascogna Music on Facebook is an easy way to remain connected with newly updated post. as a majority of bands take this approach. it should also have a strategic plan behind packaging. blue. Use Local Musicians or Popular Songs For a Quick Boost If band has one specific country in mind where they intend to expand. Band X designs an album using cool imagery. Canadian in Canada and so on. Guess what? Band X is going to bleed to death! What? Why? In Italy.
In the past.rather it s the clients. . whether it is large music stores. Wednesday. clients relied on the attorney/manager for all their business needs. Locate stores that may compliment your style of music and then establish contact. but I did see one positive outcome to the arguments people still support entertainment attorneys! Good start everyone. select a song that may prove popular in the region and add it as a special cut to the album. It is also important to design the product around the fan. Pay attention to the popular distribution outlets. Immigrant groups have a certain level of sex appeal. middleclass fans or college goers. messenger bags with a band logo may be cheesy for fans in Michigan but could sell like hotcakes in a European college town.uncomfortable. The key to benefiting from a successful merchandising component is to match the product to the fan. Couple Merchandise to the Market An important component to selling music is by having appealing merchandise. age. 4. or mom & pop stores. musicians feel more comfortable in handling their own business. Another sensible approach is to set up non-traditional retailer relationships. Remarkably this caused some controversy. I suggest researching tracks in PD so you don t get caught in publishing and licensing red-tape. digital sales. even female and male. and in most cases. Fast forward to today s market. The mindset of musicians has changed and new age attorneys likely relate to the new school of thought the best. and draw where non-traditional retail stores may be interested in a partnership. 5. September 16. For example. § (4) UPCOMING POST Clearly there has been a lot of discussion about promoting and marketing overseas but the obvious question is why? It is really that important to focus on expansion when domestic markets are cut throat as is? Yes it is essential and we ll discuss why in the next post. as an entertainment attorney is an essential step in developing careers. mysteriousness. or even contract skills. The difference in today s entertainment attorneys and the ones of past isn t experience. Know the Distribution Outlets Just because the big box stores control the market in America doesn t mean indie stores don t rein king Spain. 2009 What To Look For In An Entertainment Attorney In the recent post Do You Really Need an Entertainment Attorney I made a distinction between what I call the old school entertainment attorney and new school entertainment attorney . Merchandise acts as a forever billboard that promotes even when the fans aren t listening to your music. A bands pricing should change depending on urban regions or rural regions.
WHAT TO LOOK FOR IN AN ENTERTAINMENT ATTORNEY If you ve gotten anything out of the previous posts. Regardless if you re seeking the new or old.News Updates §2. Whether it s at the beginning. the ABA is literally the leading source for attorneys. do some investigative work and find out their work history. You want an attorney who has a working background in touring. For non-lawyers. and after some PI work I discovered Twitter was the springboard. As a potential client. Q: Do you speak Chinese/ A: Yes. personal judgment.. The project. I literally post industry news daily. here are my suggestions: 1. but follow me on Twitter to get your daily fix. if not hourly. §1. marketing. § (2) . and your own research. So for the ones who can t get enough . trust. publishing. Setting the obvious characteristics aside such as honesty. management. Evaluate all of them and see which applies to your current career and future career plan. on Twitter. Musicians.they want to.Stay Connected §3. rather they are secretly agreeing they re going to outsource the work or they re going to read up on that particular area and do the best they can to meet your needs. there are certain tips to know when selecting the right entertainment attorney. will be the only entertainment focused book published by the ABA. eventually you need one. Global Implications of the Entertainment Industry. http://twitter. promotions. middle.What to Look for in an Entertainment Attorney §4. Entertainment Law for the General Practitioner. By relying on referrals. For the ones who are being proactive (which I highly encourage) there are certain characteristics in today s lawyers that can be unique.STAY CONNECTED There was an absolute explosion of site visitors this past week.NEWS UPDATES Frequent readers know I was asked by the ABA (American Bar Association) to be a contributing author for an upcoming entertainment book. They want the business! They aren t lying to you. the book is apparently going to print this fall. The chapter I wrote. The new school / old school distinction focuses on the adaptation of this element. label experience. or end. you ve walked away knowing you DO need an entertainment attorney. therefore molding you to the new industry. Anyhow.Upcoming Post / Suggestions §(1) . so the tips in this book will be used by entertainment attorneys around the globe. Q: You do divorce cases? A: Yes. but for the most part you want someone who can relate to the problems you ll . so I ll update as I see relevant. If you can t wait until the 15th and 30th to read the posts (damn junkies). you can quickly confirm or disconfirm an attorney s specialties regardless of what he tells you. Q: You do international contracts? A: Yes. thank you . Study their background and look for DIVERSITY Quick Sub-Tip: if you ask an entertainment attorney (or any attorney for that matter) if they do a specific area of law. In today s market I highly recommend looking for diversity. etc Why? This will make since after reading the next step (#2). may provide insight on where the industry is heading. I d suggest getting one of these in the future so you ll better understand the direction your lawyer is heading with your career. 99% of the time they ll say yes .com/frascognamusic § (3) . and knowledge.
Find a lawyer willing to grow with you Sometimes it can be best to match your attorney to your current career or career path. Use him to get what you want and when you want it. Your attorney is essentially your checks & balance system to keep the conflicting parties from screwing you. 2. Remember an attorney can often get past the gatekeepers or straight to the label executives faster than management and agents. If your goal is to sign with a label. Use Your Attorney as a Pitchman Your attorney can be more than an attorney so use him as your pitchman. Look for someone with a marketing background Another like it or not situations . Truly consider this option. but be aware that s not an easy field NOR a well practiced sub-specialty. manager. When you both experience growing pains it can prove beneficial and some of the best attorney/client relationships are the ones established from conception on both ends. The new age attorney is more flexible in what they can achieve. 5. If you ve got a diverse lawyer (like the one listed above). Instead of paying a percentage or monthly fee to a variety of people. Clearly a fee agreement will have to be arranged on the front end so you re not stuck paying all hourly attorney fees. but with the explosion of new musicians in the industry there has also been an increase in crap managers and agents. § (4) UPCOMING POST / SUGGESTIONS 5 Reasons to Go Global . I m suggesting managers aren t well equipped in this topic.not true. Checks and balances If you re at a point in your career where you have a manager and an agent. but it s different when they ve been in the trenches and experienced the problem on the front line. sponsor. This isn t suggesting get an attorney with zero experience. your lawyer is the vehicle to get you there. 3. investigate and make sure he does. so make him your best friend as he will truly have your best interest at heart. rather one that wants to develop with you. Some attorney s may relate to these issue based on past clients and the problems they faced. 7. 4.soon have. An attorney well versed in international law is now a mandatory second language.find someone that is willing to grow their career while you develop yours. Don t feel like your attorney is strictly there for the legal work and to bail your ass out of trouble. International law is a must Like it or not. marketability is a key component in today s industry. Explanation. chances are at some point their interests will clash. analyze what your lawyer is capable of and see if he can wear multiple hats. This is an inevitable step no matter the stage of success. or potential investor. sometimes they can be your best agent. 6. An attorney represents a level of legitimacy that can get you in the door. and lawyer all rolled into one. publicist. the market is going global so it s best to prepare. The 360° Attorney View attorneys like a hybrid 360° deal. Just like I stated in #1. Attorneys that have a marketing background can see the appropriate angle on selling you to a particular market. don t let a potential attorney tell you they practice international law.
S. this once standard model doesn t apply today. the same applies. The masses build their career based on a domestic model. People don t realize the U. It is important to understand this complete shift in thinking. there is calm before the storm.News Updates §2. it s reality. but let s explore the tip of the iceberg first: 1. go with Tom. and literally do whatever it takes to make it. §1.Upcoming Post § (1) . and that means thinking globally NOT domestically. Trained over time to think small. stainable career is unlikely. take less. and couple that with the market war. and you should too. so it almost seems like wasted energy to promote your musical brand across the Atlantic. What makes MusFormation so unique is the diversity of topics.5 REASONS TO GO GLOBAL The global market has changed. is unbelievably cutthroat as is. 4! That means there is a creative death match amongst musicians for 4% of the pie. and Jack Black look-a-like. why would you even pretend to chase American music stardom? The market is bursting with musicians lined up out the door willing to do more. has a great blog that is worth checking out. I highly recommend you put them on your homepage.5 Reasons to Go Global §3.net §(2) . and contribute to several music sites.S.THERE S MORE OUT THERE Undisputed. This isn t to suggest bands should abort this technique. especially since the need for global expansion changes daily. the likelihood musicians can create an economic. therefore increasing your likelihood for success. There are infinite reasons why bands should focus on a global market. is one of my favorites. Why stay in the rat race? There s a limited number of consumers in the States. but never lacks in important industry news and content. badass photographer. music articles. Tom Beck. recording. Final note.beckphotographic. it is important to think differently about the music market. Whether you like it or not. as there are essential steps to growth. as your chance for success is literally a crapshoot.What s the point to gaining an international market? Seriously? The industry in the U.my good friend. More importantly musicians should think smart. Lucky for me. Musicians appear to be stuck in the old industry model. but the new age band should no longer blindly follow the herd. MusFormation. This minor lull has allowed me to write more blogs. they ve got it. www. The site keeps things light hearted. The competition on American soil is brutal. Be smart. Tom was kind enough to write a story on me (now I owe him free legal) but if you re a band looking for a new creative look. while you re there you should probably read my posts. different. and boom domestically. etc . . one of the sites I m working with. and hey. Start with the basics: 5 Reasons to Go Global. Go global. Now that the industry has experienced 5 facelifts in the last couple of years. For international musicians. the United States reins king in the entertainment industry. but it s time to be smart. If you need information on gear. touring tips. new bands. you remove yourself from the 4% mindset and generate creative ways to explore the 96%. By thinking global. only makes up 4% of the global consumer market.NEWS UPDATES I can gladly say. and more effective. grow regionally.
It s important in the beginning to separate a band s domestic goals and international goals into two different markets. The #1 export of the U. 4. sexy. The separation is important because bands become fixated on a domestic career and don t properly evaluate. and (4) what they should do. however there is new breed of entertainment lawyers which the new industry has spawned.DRAW OF THE FOREIGNER The draw of the foreigner may be the most unused keys to international growth. Setting musical talent aside. America s leading export wasn t agriculture. §(3) . intriguing. don t focus on the 4% consumer market the other bands focus upon. (3) where to look for them. American bands are viewed by foreigners as American entertainment . Once you start down the regional path of promotion. International = market appeal. major players in the entertainment dogfight. bands can later evaluate which proved more beneficial. Due to the rapid growth of global media and technology. There is a reason all five nominees for the 2009 Grammy Award s Album of the Year were internationally born musicians. but I suggest taking advantage of this and benefiting from the figure. but that isn t widespread. the number of entertainment venues around the globe has increased over 100%. By creating a game plan in each.S. and ultimately sell magazines. Not the case today.UPCOMING POST I ve found it disturbing lately how many free entertainment legal services are out there. Yes album sales have dropped to an obscene amount in recent years. especially within the entertainment media. get distracted with the duties surrounding a domestic career.2. 5. As previously discussed. In 2001. automotive. Go global. American musicians.S. it s hard to step off. and easily. This advice is completely impersonal.THE VENUE LANDSCAPE HAS CHANGED In the past. Foreigners represent change. but more importantly can cripple a musician s career faster than help. rock market compared to a U. until recently. The other countries of the world weren t. or timber. band. These issues are depressing. and new potential. Find the bigger piece of the pie that hasn t been murdered by piracy. (2) what to look for in an entertainment attorney. 3. Rock musicians from Finland stand a better chance of breaking in the U. Whether you ve contributed to the 89 billion is irrelevant. This means it is now realistic for musicians to swell due to venues and market expansion.DECLINING ALBUM SALES AREN T WIDESPREAD Piracy and illegal downloading have been highlighted words for 5+ years. entertainment venues were limited to American boundaries.it was entertainment to the tune of $89 billion. coupled with entertainment growth. Clearly it sells. or expand into a global market.S. Ignore it. not by their individuality. It is imperative to constantly analyze/compare your domestic growth and international expansion. exotic. September 15th will discuss: (1) the new age attorney. is its entertainment culture. and marketability is a game changer in today s market. I would promote this free legal service over old school entertainment attorneys. the Finns are more marketable. can separate themselves from the domestic pack by going abroad. .DOMESTIC THINKING SETS LIMITATIONS Musicians can quickly.
I hope you like "Song B". instead of ours) After you are following us copy and paste this message into your twitter "Check out @musformation's song "Song A" at <insert social network of choice here>. .How To Use Twitter To Get Your New Song Spread Across The Internet A Little Bit More We all know that one of the most effective ways to get new fans is to get your fans to recommend you to a friend. but with an hour or two of time you can easily do these same techniques in a less automated way. A week before you intend on posting "Song B" upload it to SoundCloud (instructions here). "Song B" a week before we post it for the world to hear it? All you need to do is this. Imagine this scenario. this technique should increase your plays and your Twitter followers. we are going to need a new song you have never posted on the Internet to do this. You still will have the forthcoming larger release to sell on tour when you release it a month or two later while having a means to get more press and fan excitement for when you put out the big release later on. If you aren't a web programmer this can be a bit intimidating. But how do you get them to do this? Give them incentive. last month you recorded "Song A" and posted it on all of your social networks. You Rule! Here it is <insert link to "Song B" on SoundCloud>" You can make this SoundCloud downloadable to give your fans extra incentive to pass the link around. While you want to stay in the newscycle if you aren't making enough money to cover recording and touring costs it becomes irrelevant what your plans are if you can't afford to execute them. This will get the buzz going about your upcoming release as well as offer you the chance to get in the news more often. we have been seeing bands like The Used and AFI using Twitter to spread the word about their new music using high tech Apps that get people to ReTweet links to their music. the prospect of releasing 3 song EPs can be nauseating since LP sales account for a good amount of touring bands revenue. No matter what. it is so good!" Shortly after you update your Twitter with that message we will send you a link to our new song a week before everyone else! Now. mailing list emails etc. Maybe it looks something like this: "Thanks so much for helping us out. Follow me to the jump and I will show you how to get the word spread about your new song via Twitter and expand your Twitter followers as well as getting new people to listen to your music. all you need to do is go into your Twitter and click the @messages button and you can see everyone who did this. Lately. Good luck! Everyone is buzzing about the obsoletetion of the LP. The speed of the Internet has brought on a need for musicians to release music more often in short bursts so they stay on the mind and in the face of their fans and the music media. The problem is if you are a touring band. First off. Follow us on Twitter @musformation (obviously put your twitter in. If you are choosing to embrace this future and want to use this knowledge to your advantage follow me to the jump and I will explain how a Hype EP can help get you and your next release some extra mileage. 1. Click each of their Twitter names and send them a Direct Message (NOT A @ MESSAGE!) with the address of the SoundCloud upload you made of "Song B". Often times this EP will be digital only to save on pressing. What is a Hype EP? A Hype EP is a common thing these days where a label will put out a 3-5 song EP of songs that are on the bands next release. 3. with a simple message that says this: Hey Everyone! Do you want to hear our new song. Odds are when you last recorded you recorded more than one song. but were going to wait another two months before you release "Song B". 2. If you are married to the idea of putting out a LP or even an EP of 6 or more songs the Hype EP is a great way to get a little more mileage out of your next release. Next we are going send out bulletins.
Since these people are already your fans you can offer them the songs not on the EP as a pack from your website or site likes Bandcamp. There are easy ways to fix this problem. etc. acoustic versions. The Hype EP not only works to get hype for your release but it can also work to raise some extra funds to promote your upcoming release. live tracks. Another way to make the EP more worthwhile to your fans is to add bonus content like throwaway tracks. You can offer this bonus content on either the Hype EP or the LP depending on what you want to give the incentive to buy to. You can make this special release priced lower than iTunes since your profit margin will be higher if you sell your music through these sites.for a reduced price.Many people will tell you that your fans will be pissed that they are buying the same songs a second time when they buy your EP and then LP. remixes etc. Nimbit. . You can take the money from the sales of this EP and put them into further promotion of your LP.
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