Using Web 2.0 Integration Tools to help Promote Your Label

The wide range of social networking websites presents both opportunities and challenges to those looking to promote their music online. On one hand they allow you to reach a larger audience and fulfil the important goal of allowing people to access information about you on their preferred platform, be that on your website, Facebook, Twitter, Myspace or any of the others that exist. This, however, has to be balanced against the time taken to keep those numerous platforms up to date. Having an out of date website can often be more damaging than not having a presence at all and so it is important to keep them all current.

This article looks at some time-saving tips which are available through the ability of social networking platforms to integrate and work together, helping you to spread your message further and wider without it taking up lots of extra time. The focus here is on record labels, but the messages are also applicable to artists and others working within the music industry.

Use a Central Hub

This is the key to saving time and effort. Having a central portal from which other sites feed means you only have to keep one place up to date with the majority of information you want to share with others. A hub removes the need to constantly update social networking sites on a one by one basis. Having an RSS feed enabled on your hub site is important. If you do not have your own website then platforms such as Blogger, iLike and Reverbnation can be used as your central hub. These will be discussed in more detail in a future article.

The Integration Bit

To best demonstrate how a number of sites can be updated from a central hub I’ll use the example of my record label Lost My Dog. I’ll also focus only on the three most commonly used social networking websites (Facebook, Myspace and Twitter) for simplicity, but the information can be spread onto a wide range of different websites using the same methods.

The main label website for Lost My Dog acts as the hub. It is equipped with an RSS feed and a widget from Add To Any is installed to appear after each new post. This type of ‘sharing’ widget works particularly well on a blog based website such as Wordpress, which Lost My Dog uses.

The Lost My Dog ‘musician’ page on Facebook is set up to import all new posts from the hub website. This is done by accessing the ‘Notes’ application within your Facebook fan page and selecting the option to import an RSS feed. This then also appears on the wall of the fan page and updates appear in the feeds of your 'fans', which allows for far greater interaction and the collection of yet more fans. So just like that you’ve got your new content integrated with Facebook! Simples! As an aside, 'musician' and 'business' pages on Facebook offer many more benefits than traditional ‘group’ pages…read this article from Sign-Up.To for more information. Record labels can benefit from setting up musician pages rather than business pages as they allow you to create a discography and add music.

Additionally, I can use the ‘Add to Any’ widget on the Lost My Dog website to post specific updates to my personal Facebook profile. I use this same widget to update Twitter when I wish to share new content with the followers of Lost My Dog and it can be used to drop content onto Myspace in either the blog, bulletin or about me sections.

Overall, Myspace can be a little more time consuming to update. However there are some time-saving tips you can employ by using generic images and links embedded with URLs which will always present new content. For example, the section on the Lost My Dog Myspace titled ‘Latest Content’ is set to automatically update the image every time new content is posted on the hub website. The ‘Latest Releases’ section also uses code which can be quickly updated to display the newest releases.

Twitter can also be integrated with Facebook by adding the Twitter application within Facebook and will then automatically update your Facebook status with your latest tweet. On Myspace a Twitter widget displaying your latest tweets can be added by visiting the ‘Apps’ section on their website. Unfortunately the links within this widget do not work on Myspace (as is now par for the course on Myspace) but it does still allow your latest updates to be viewed without any extra work on your part.

All of the above tips can help you to spread your message quickly onto a range of platforms for little additional effort. It is important to remember, however, that all of the social networking sites mentioned are most effective when you spend some time interacting with people. Therefore the techniques discussed are perhaps best considered as things you can use alongside a more personal approach.

One limitation of the techniques discussed above is that they do not offer a solution for you to control your music content across various social networking platforms from one central hub. To achieve that, sites designed specifically for the music industry such as iLike, Reverbnation and Soundcloud are more useful and I will discuss the various pros and cons of those in the next article.

Using Web 2.0 Integration Tools to help Promote Your Label

Kahua on Street Beat: June 09

The June installment of the Kahua Hour on Ray Colclough's 'Street Beat' show, on Beat 102-103, was aired on 13th June. The first 30 minutes were from Strakes, followed by a 30 minute guestmix from Dexter who showcased his current and future releases alongside some unreleased gems.


Strakes Mix:
1. Joshua Heath - I Refuse (Drop Music)
2. Roy Davis Jr ft. Terry Dexter - Horizon (Andre Harris Remix) (Smooth Agent)
3. Jeremy Joshua - My Head (J & D's 09 Mix) (Digital Disco)
4. CPEN & JT Donaldson - Next To You (Bananza)
5. Pete Dafeet - Alto (Lost My Dog)
6. Trademark - Elevator (IA)

Dexter Mix:
7. Dexter - All I Need (Lost My Dog)
8. Dexter - Wanting You (Lost My Dog)
9. Dexter - Waistland (KG Beats)
10. Dexter - Addicted (Lost My Dog)
11. Dexter - Untitled (Unsigned)
12. Dexter - Untitled (Unsigned)
13. Dexter - Arabian Knight (Beat Code)

Kahua on Street Beat: June 09

Timing Promotional Activities (and the Impact of Piracy)

The digital age has completely changed the way in which people consume music. In particular there have been two major shifts in culture. The first is that almost all music can now be found online for free (often before it is officially released) and there are many people who are happy to download and share it. The second development is that people no longer want to wait be able to access new music; as soon as something is in the public domain there is demand for it. With dance music this can take many forms such as a DJ playing it in a club or including it in a mix set, a radio station airing it and even simply uploading it to a Myspace player. In Nic Fanciulli’s recent Beatportal interview he explains how he asked a DJ in Miami who was playing his new tune where he got it (as Fanciulli had only given it to a handful of people) and the DJ replied that he had ripped it from his Myspace player, despite the quality being extremely low.

These two developments have an impact on the way record labels operate and, more specifically, promote their music. There is a growing trend of record labels waiting until their music is available to buy online until they begin promotional work, in an attempt to try and combat the impact of piracy. But at the same time does promoting in this way have any negative impacts on the traditional model of creating a buzz ahead of release? This article looks at the various pros and cons of when to time your music promotion.

Promoting Ahead of Release – Pros

• Allows time for a buzz and some anticipation to build around your music.
  
• Provides information for distributors and stores to use when selling your music (both physical and digital) or when pitching for features spots.
  
• DJs still like to have upfront music which others don’t.
  
• Increases licensing opportunities for compilations (and similar uses) particularly where there is a requirement for upfront music.
  

Promoting Ahead of Release – Cons

• More risk of your music being pirated and shared because people want it, but nowhere is selling it.
  
• Club and radio DJs may have stopped supporting the music by the time of release.
  

Promoting at the Time of Release – Pros

• Less risk of pirated music being available ahead of the official release date.
  
• People who want to buy the music can get it immediately rather than being tempted to download an illegal version for free.
  
• Your music is supported by DJs and radio at the time when people can buy it.
  

Promoting at the Time of Release – Cons

• No real opportunity for any buzz or anticipation to build up.
  
• Feature spots on download sites and other opportunities may be harder to access. It will also be harder for physical distributors to pre-sell your music to record shops.
  
• DJs, licensors, radio shows and other users may prefer to have more exclusive material ahead of release.
  

In conclusion, there are clearly some conflicting issues between promotion and piracy, and there is a balance to be found in terms of timing promotional activities. This will ultimately depend on the priorities of your record label. How much of an impact does piracy ahead of release have on your label? Is there greater value in building up a buzz around your music and achieving feature spots on download stores than trying to reduce the impacts of piracy? How important is it for you to have DJs and radio playing your music at the time of release?

Some aspects of promotion still need to be carried out several weeks ahead of release, for example sending music to magazines to ensure they receive it in enough time to hit print deadlines. It is now possible, however, to be much more flexible in other areas of promotion and experiment with new strategies. Digital delivery systems such as Kahua Promo can allow you to have feedback from tastemaker DJs and music in the hands of radio DJs within a matter of hours and days.

One solution that can strike a good balance is to begin promoting your music at the time it is available to buy from a specific store which has been offered a period of exclusivity. Doing this means the music is legally available at the time you begin promotional work which can assist in reducing any piracy, but you still have a period of time in which to get it to DJs and radio, collect their feedback and then use that information with distributors, download stores and in your marketing at the time of general release.

If you wish to discuss strategies for promoting your music please contact Kahua Music

Timing Promotional Activities (and the Impact of Piracy)

Nic Fanciulli on how to run a Record Label

Beatportal have recently published a very interesting interview with Nic Fanciulli about how to run a record label in 2009. An audio interview with Fanciulli, who runs Saved Records, is on the Beatportal site and the main issues have also been summarised, which have been pasted below.

1. One good reason for launching your own record label is for the release of your own music. However, you should only do this once you’ve established that there is a demand for your music in the first place. Nic Fanciulli along with his recording partner Andy Chatterley, released many successful tracks under their The Buick Project moniker before they launched Saved Records.

2. Another good reason for launching your own label is to retain control. When you run a label, you get to decide which artists will do remixes and when to release tracks.

3. The main intial business plan of a record label should be to break even. Don’t launch one, thinking you’re going to make loads of money. By setting yourself the goal of breaking even, you’ll learn to keep costs low and the pressure to break even should hopefully lead to you releasing only quality music that is in demand.

4. Only launch a label if you’re able to give it enough attention and time. At the beginning Nic Fanciulli didn’t realise this, but now he’s realised what he’s capable of. He signs records and produces music for the label, and he has a small team who take care of everything else.

5. Don’t sign records and release them one year later. Music these days moves fast, and people don’t like to wait for a release they heard one year ago.

6. Have a direction. This can be a particular sound, or a particular style. The A&R process should always fit with your direction. Don’t just sign any good record, only sign music that 100% fits with your brand.

7. Create personal relationships with artists. Aim on building a family to retain quality. Nic has developed strong relationships with Joel Mull, Mark Broom, Matt Nordstrum, Steve Mac and Rolando (to name a few). Building relationships means keeping in contact, and finding out what they’re doing. If you do events, book them to play and aim on gaining mutual respect and cooperation. The best labels operate more like a family than a faceless business.

8. Plan six months ahead. If you’re a DJ or a label owner, you should aim to still be supporting a record when it is out.

9. Quality control is more important than ever in the digital era. Just because you can release as much music as you want, it does not mean you should. Saved Records releases one to two quality releases a month. Every single release was played by Nic in clubs, and given the necessary care and attention before its release. Ask yourself, does this record truly fit with my label’s vision and will it bring value to my imprint before you sign it.

9. Get physical? Only release music on vinyl if you think there is a demand for your music amongst vinyl DJs. If you can identify a solid market, than do it.

10. If you do do physical, be sure you have a strong brand identity and good artwork. If you’re a digital only label, that’s still no excuse for shoddy creative. Your art should compliment your label, communicate its direction, and be recognisable. The name of your label can be equally as important. Imagine your label’s name is the voice of your imprint. If your label could speak would it have a serious voice, or a fun voice? Is it enthusiastic, or aggressive? The artwork should mirror that voice.

11. Taking the label on the road is an excellent way of building an audience. Nic regularly tours with Saved Records, and uses it as a platform for supporting his artist friends. If you think your label has a big enough name, consider a club residency.

12. Don’t be afraid to bridge genres. Saved Records puts out both house and techno, and anything goes, so long as it fits with the brand ideals.

13. Confront the digital promotion challenge. Facebook, Myspace, Twitter - these are all possible tools for online promotion but it takes time, understanding and effot to manage and organise campaigns online. Consider hiring an intern or a digital PR firm to manage the online side of promoting your releases.

14. Consider not promoting a record until it’s available to purchase online. Hype in the digital era only leads to an increase in piracy and illegal downloading. Dance music consumers are generally willing to pay for a track, but they aren’t prepared to wait for it. Internet consumers want it now, so if it is still a few weeks until the release date, don’t promote it. And watch out for Myspace and other sites that allow you to upload tracks. Some DJs out there are so desperate for tracks that they’ll rip a badly compressed mp3 off Myspace and play it in a club, if they can’t purchase a legit copy somewhere. And that’s bad for everybody.

15. Consider a counter-offensive against mp3 blogs and piracy. You can employ a company like ripblock.com, who will actively help to remove illegal links for $73 or £50 per release.

Nic Fanciulli on how to run a Record Label

Kahua on Street Beat: May 09

The May guest mix on Street Beat's Kahua Hour (aired on Beat 102-103 FM) came from UK deep/tech house stalwart Harold Heath. The first 30 mins was provided by Kahua's Strakes, with Harold taking charge for the second 30 minutes.

Strakes Mix:

1. Pete Dafeet - Alto - YSE's Saxless Mix - Lost My Dog

2. Brown & Andrew Phelan - Gimme A Beat - Prismatic Tracks

3. Kelvin K - Gershon Got It Poppin' - Lost My Dog

4. Hector Moralez - Set Trippin' - 1999 Recordings

5. JT Donaldson & Uneaq - We Got This - Clique Trax

6. Arturo Garces - Luv - U-Clique Remix - Jump Recordings

7. Mihai Popoviciu, Jay Bliss & Toygun - Twisted - Smoke City

Harold Heath Mix:

8. Joshua Iz – Shiz – Bananza

9. Lomez – Sweet Pea – Cabrio

10. Cates & DPL – Through the Weekend – Audio Soul Project Remix - Om Recordings

11. Phil Weeks – Fire in the Wood – Brique Rouge

12. DJ Silva – One 2 One – Feliciano Stalkers Dub – Nite Grooves

13. Daniel Kyo – Droid – Lost My Dog

14. Daniel Kyo – Naikrovek – Elevation Recordings

15. Shur I Kan & Milton Jackson – Swap Shop – Winding Road

16. Pete DaFeet – Tribute2K – Southside Shuffle

17. Marlon D – Hold On – Street Dub Mix – MN25

18. Danny Clark – Wonderous – David Penn Dub – Strictly Rhythm

Kahua on Street Beat: May 09

Kahua on Street Beat: April 2009

The April guest mix on Street Beat's Kahua Hour (aired on Beat 102-103 FM) came from Lost My Dog and Southside Shuffle label boss Pete Dafeet. As always Kahua's Strakes provided the first 30 minutes followed by 30 minutes from Dafeet.

Strakes Mix:
1. Rhythm Plate – Dirty (YSE Gets Dutty & Deep) (Kolour Recordings)
2. Bleep District – Revelations (Rapture Rub) (Ornate)
3. Pete Dafeet – Tribute 2 K (Southside Shuffle)
4. Mario Dujic – My Need Is You (Sona Remix) (Headtunes)
5. Harold Heath ft Nan Wood – Super Real (Lost My Dog)
6. Danny Stott – Bright Light (Urbantorque)

Pete Dafeet Mix:
7. Leon Louder - Get Lost (Baker Street)
8. Rhythm Plate - Dirty (Bleep District Mix) (Kolour Recordings)
9. Joss Moog - Supersally (Robsoul)
10. Dirty Culture - Juice (Sweetleaf)
11. Phil Weeks - Back in Effect (Robsoul)
12. D-t3ch - Reminiscing (Robsoul)
13. Phil Weeks - Lovin' My Latin (Robsoul)
14. Homero Espinosa - Into the Sky (Yerba Buena Discos)

Kahua on Street Beat: April 2009

Kahua on Street Beat: March Edition

The second installment of the Kahua Hour on Ray Colclough's 'Street Beat' show, on Beat 102-103, was aired on 14th March. The show can be downloaded here. The first 30 minutes comes from Strakes, followed by a guestmix from Orlando based producer and Eight-Tracks label co-owner Atnarko.

Strakes Mix:
1. Pete Dafeet - 94 (Danny Stott Remix) (Lost My Dog)
2. Jaffa Surfa - Csoki (Matthew Bandy Remix) (Devoted)
3. P-rez - Cruisin' For A Bruisin' (Short Bus Kids Remix) (Bounce House)
4. Brown, Andrew Phelan & Origami - Stand Up (Prismatic Tracks)
5. Eat Dafeet - Chicago (Dogleg)- available as a free download from www.lostmydog.net
6. Inert - Ave Ninjur (Nathan Coles & Dave Coker Remix) (Don't Sleep Worldwide)

Atnarko Mix:
7. Atnarko feat Liz Bowman - Wrapped (Lost My Dog)
8. Medway Feat Isabell - Fade (Atnarko's Faded Mix ) (DB Records)
9. Atnarko - Know It (Lost My Dog)
10. Castro Brothers - Kick This Feeling (Ruffin)
11. Asad Rizvi - Lost in Tranzit (Wrong Recordings)
12. Jay West - Loves Me Not (Conya)
13. Nicone - Una Rosa (Stil Vor Talent)

Kahua on Street Beat: March Edition