For unsigned musicians like myself with very few distribution channels, the job of marketing falls directly on the artist. Thankfully, the Internet (and Facebook in particular) has made it possible to steadily build a following without any investment of capital. But it still takes time, and it can be real slog. Self-promotion is never particularly gratifying; sometimes it feels easier to hide in a corner pretending to be humble.
It’s a real joy, therefore, when someone else chooses to share the burden of promotion for you; when there’s someone else other than your wife or mother who gets excited about your music and starts spreading the word. It’s also a lot more effective. Who ever trusted a man’s opinion about his own music? With my first album, I witnessed this powerful word-of-mouth effect . Lex Loizides was responsible for a good number of sales because of his rave reviews.
And so, I thought I’d take a break from trying to push my new album and focus on promoting others whose music I have greatly appreciated, with a special focus on the little-known artists out there. Let me know if you have any ideas.
Next up: Introducing… Will Retherford.