[mplpost] Promoting and Marketing

[Lynn Harrison]

Hi Bill,

Good threads.  

Being a newcomer, I'm fascinated to read how things were in the 70's.  Entering this business now, I think one has to first deal with the reality that we're not so special...lots of talented people put out lots of good cds.  I guess the question "why do this?" is another thread altogether, but it's always on my mind.  

On promotion:  Last year I hired an apparently experienced and very enthusiastic publicist to promote my release, much as an experiment (actually most of the things I've done I've viewed as experiments, which I think is a good idea).  Anyway, she didn't have as much success getting press for me as she expected.  Why?  Was it her?  Me?  My music?  Circumstances?  Timing?  Strategy?  I have lots of theories.  The experiment, though expensive by some yardsticks, netted me some much-needed admin work, a lot of information, considerable promotion but not much actual publicity. So I didn't get exactly what I wanted (paid for) but some good came of it. Next time (with a new cd late this year or early 2003) I'll alter the experiment somewhat and see if the results improve.  

Needless to say, this all takes time.  Money too.  But I think my most effective career-building tools are free: the long view (at least 5 years), a realistic outlook, good songs, a sense of humour and most important a sense of gratitude.  Speaking of which...

I've been extremely fortunate to have a small handful of people working for me on an entirely volunteer basis, just because they love what I do.  I still don't quite believe this happens...and I am so very grateful for it. One man (a telemarketer by trade) had the idea to do several months of free radio tracking for me, which has resulted in significant commercial rotation that I know I couldn't have generated on my own. 

The very best promoters are always the fans.  (This was true for the Barenaked Ladies...but in addition I understand Nettwerk sent them out to any obscure community where they had a following...they built things up through relentless touring.)

Best wishes to everyone who's read this far.  Nice to be here with you all. 

Lynn 




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