Target your market and market yourself

Page 15

Music Biz 101

The music industry is fiercely competitive. As such, music marketing plans include promotional activities to publicize your music to your target audience and to get your product in the hands of these music buyers.

It may come as a surprise to some that an artist is considered a product, much like the actual CD they have produced. We only have to look at the mega-success of Shania Twain and her much talked about belly button to see how this works. Think of other artists and why they appeal to certain demographics.

This year's Juno promotions paired Prime Minister Jean Chretien with Avril Lavigne, but no one actually believes that the prime minister listens to her music. This was a photo opportunity orchestrated by the publicity department of her record label to gain media exposure and recognition for her international sales accomplishment. Likewise, Chretien got positive exposure by being associated with youthfulness and international success.

The timing of public exposure is planned carefully, because too much exposure will turn the public off. International artists usually plan a two-year hiatus between one release and the next, which was perfect timing for Shania Twain and Celine Dion to have their babies. For the rest of the mortals trying to build their fan base, annual releases are the norm to keep building momentum to generate greater sales.

The artist's performance is also a key factor in the marketing plan, because audiences attend concerts to be entertained. What draws an audience to a particular performance? More often than not, audiences will say the artist's style, songs, musical instrumentation and actual performance are what draws them. There's nothing worse than seeing an artist on stage going through the motions of performing. The outrage that Shania Twain generated from lip-syncing to her songs at the Grey Cup is a recent example. And performing is not just playing the instruments, no matter how good an instrumentalist one might be.

It always amazed me to watch the duo Kashtin having a grand time on stage, teasing each other and trying their best to speak English no matter where they traveled nationally or internationally.

The dynamics of the duo were such that Claude McKenzie appealed to the young, rock crowd, and Florent Vollant to the mature, folk audience. And the two were magic on stage. Audiences may not have understood the Innu lyrics to Kashtin songs, but their personalities, combined with the melody and harmony is what appealed to the emotions of their audience.

Engaging the audience in your performance doesn't always mean getting them to sing to your songs or to dance in the aisles, although this may be ego boosting. The pacing of the songs in a live performance is an art. Notice how songs are presented at the next concert you attend. How are they spaced? More importantly, how did the audience react?

This brings us to the actual song being performed. A great song is defined as having the right combination of lyrics, harmony and melody. In order for it to be a hit and generate royalties, the musical composition must appeal to the widest audience.

Universal themes such as love, work, money and fantasy appeal to the emotions. Any good salesperson will tell you that if he or she can satisfy an emotional need, a sale is imminent.

This column is for reference and education only and is not intended to be a substitute for legal advice. The author assumes no responsibility or liability arising from any outdated information. This column is for reference and education only and is not intended to be a substitute for professional advice in the music business.

Ann Brascoupe owns What's Up Promotions, a company specializing in promoting, booking, and managing Aboriginal artists across Canada. She may be reached at abrascoupe@hotmail.com.