When Clear Channel controls the radio and the monopoly newspaper doesn’t like you, how do you win over new audiences?
The good news: there are many, many ways. Here are ten of my favourites.
1. Approach a local college or alternative radio station or community access cable TV station with a programming idea, such as a live songwriter performance. Other musicians will want to be a part of your show and you will create an audience for your own music and theirs.
2. Write CD or concert reviews for a local alternative (or mainstream) newspaper.
3. Give copies of your CDs to public radio and television stations for their fundraising bonuses.
4. Organize, publish and perform at charity events for your favorite causes.
5. Lead songwriting or performance workshops at schools (usually these are paid performances and every parent hears your name). Invite some of the children to perform with you; I’m sure they’ll bring a bunch of relatives who will pay for their tickets and maybe buy a CD.
6. Advertise your concerts on each community calendar. Newspapers, magazines, radio stations, community websites, cable TV stations—they all publish event listings. Write a paragraph that includes a tagline about what you do, such as “Sandy Songwriter, River City’s ‘Homegrown Bono,’ will perform work songs and love ballads at The Trombone Shop, 444 4th Street in downtown River City, on Wednesday January 15, 7 pm” If admission is free or there is a charity connection, say so. Include contact phone number and email.
7. Find online discussion groups related to your cause. Whether it’s about immigration, electoral reform, peace, safe energy, the right to choose… there will be online discussion groups. Post responses and include a “signature,” a short online business card. Use different signatures for different purposes. Here’s one of mine (in a real email, it would be single-spaced):
8. Set up a simple, low-cost website. Include a couple of sound clips, photos of your performance, a place for people to sign up for your fan newsletter, a link to your favorite musicians, and of course your tour schedule and concert availability.
9. Get exposure on other people’s websites. Write CD reviews, endorse your music with a pitch, submit articles about the local music scene…and always include your contact information and a statement that encourages people to visit your site.
10. Use the columns of letters. Call for talk shows. Post messages on web forums… simply put, use all the commenting tools you have to get the word out.