I suppose one approach is to turn the question around and ask yourself how you find out about things that excite you. How much of it comes from the sort of media exposure you can buy, and how much comes through other streams of information.

Speaking personally, I don't read any of the local papers, so I never see the adverts record companies buy (actually, I rarely read anything printed on paper anymore... except for anthropology textbooks and a biography of Run DMC). When I enter a record store and there's a product with its own cardboard standee, my immediate prejudice is to dismiss whatever-it-is as something a record label is pushing that normally wouldn't sell (did I mention I'm extremely cynical?).

The problem with most traditional promotional advertising seems to be that its tied to a single time and place. If you didn't catch the advert as it whized by, you don't have the information. The internet tends to linger longer (as any executive prosecuted with old e-mail can tell you). I'd say the most effective (as in better cost-to-actual-exposure ratio) thing at the moment is to go the forums and circle of friends/fans approach. Fans love nothing more than the spread the latest rumour/factoid/promotional message about their chosen idols. Banner ads and other graphics come and go a lot faster than plain text.

As for a certian kind of famous... well, I suppose it beats "oh, THAT Chris Randall... who?"

Infamous is not the kind of famous you necessarily want to be.

posted December 14, 2008 by Mad Al

I am more likely to learn about good music from articles on Wikipedia, and books and interviews.

I feel like a music slacker. I write songs and play synth and even record some things way more than I listen to music., but I really do miss consuming music like crazy, but then again, when I was in high school in the 90's I listened to a ton of utter crap. My best friend used to tell me that all the time. Then again, he always thought Pet Shop Boys were better than New Order.

posted December 15, 2008 by dualphin

First we find an email to someone at the place we want to play at (could be festival or place) then we use a very crafty email that goes something like.

"Hi there *insert first name* we talked to Tom *could be any name, it just has to be as common as possible, so common that the person you're sending to will know at least 2 with that name* and he told us that you would love to have us come play at your venue. Hope we can make something work, and if you see Tom before we do please say Hi from us!

/Bandname"

Use a band email as not to give away the person who sent the email.

If we're really keen on getting a dialog up and running we google the person we're sending the email to and use that information to make a remark so it seems we actually have meet them.

Other things we tried is the myspace thing, that sucks, all there ever is are other bands that wants to do advertising for themselves.

Since we dont really want to sell CD's or even mp3's for that matter but get a few gig's here and there we haven't tried to advertise our album that much ( get it at iTunes: link [itunes.apple.com] )

A try for viral video has been made also, but since we don't really like kittens that sing it has not taken effect.

posted December 15, 2008 by larsby

I'm personally a synthy-noise guy, but most of the music I release is sort of experimental, droney folk and Americana. I know, huge built in audience to advertise to, right? Well, I've hired a press service, I've also done press myself, I've put songs on comps, (I actually put a track on a Magnet Magazine comp last year that you were also on, Chris) I've done banner ads, I've done print ads, my artist have toured, etc, etc. I've basically taken my tiny, tiny budget and used it to throw thing at a wall to see what sticks.

Given the type of music I release Pitchfork is still a powerful beast in terms of exposure, love it or loathe it. I've gotten good reviews of several albums I've released, and I even tied in an expensive banner ad that coincided with the posting of a good review of a new release- and I saw almost no change in sales as a result. Sure, it made distributors start to actually respond to my emails to politely tell me they didn't want to carry my catalog, and that was a nice step up from absolutely no response at all, but in terms of sales, I didn't see much change. Likewise with the inclusion on the Magnet comp, maybe you can report back on that as well Chris, but I don't think that helped out in the sales arena a great deal either. On the other side it wasn't too expensive, but still...

One thing that I will say helped out quite a bit was getting a big independent record store behind the label. I was lucky enough to have my label's first release picked as the record of the week by Aquarius Records in SF, and that helped move a decent amount of records, got the album featured on the NPR station in Oakland and meant that when I have new titles I know someone over there will at least listen to them before deciding whether or not to stock them. Aquarius is a tiny physical store but they do huge mailorder business, and they are awesome guys. If you like any type of music that is slightly left of center, go check out their site, it's aquariusrecords.org.

Anyhow, besides touring, establishing a relationship with an independent retailer is a great thing to do as you are not only helping a small business but it means that if they like you (key concept for those new to this process- don't be an arrogant dick; I would wager a cool dollar that you actually aren't the best band they've ever heard, nor will you make them any significant amount of scratch) They can generally give you a noticable boost. I've got more, but I just got my power back on after a crazy ice storm and I need to go do some errands. I'm also sort of trying to reign in my GIANT WALL OF TEXT...

posted December 15, 2008 by atari5200

Now, I'm almost famous.
I'm the guy that dared to ask Who's Bill Leeb?
Thanks for making my day.
Jason // Chicago

posted December 15, 2008 by Jason Duerr

i run a small label w/a only a handful of releases and some more or less consistent advertising that so far has not increased sales of anything. though i have heard from people that they like the material and say stuff like "i got it off slsk it's great" etc after seeing the adverts

also, CD's sell a little but downloads more so.. some people even pay MORE for the download in wav/flac than the CD (including shipping).

i have no idea how to make a blip on radar except to stay consistent and keep releasing music. I'm going to try to some limited vinyl releases but self distributing is a joke unless you have a high traffic website and can get some reviews. distributors are failing (neuton the latest) and other distributors are difficult to get interested in new material especially from a small label with a bunch of artists no one's ever heard of and especially for electronic music.

i think really the simplest formula is the same one that's already existed.. play a lot of shows and have a good live set. that's the best way to build any kind of fan base. tour at your own expense and sleep on people's couches and play everywhere you can etc etc.

i've had a few discussions lately with other people who have no idea what to do with their music anymore because no one buys it though it gets pirated and downloaded and appreciated by listeners etc but no one buys music anymore.

i have a friend who is a mastering engineer who told me he masters some never heard of band every day of the week so people are making tons of music as always but then what?

i've made links w/indie retailers who are awesome and who buy releases and keep them in stock and i can always count those handful of sales but so far there's no distributor who will, say, take a few hundred.

i also have an artist or two who should be way more popular than they are and who's albums are really something special but just can't seem to get traction. perhaps my niche is too small of a niche w/in a niche but i know of other labels that have been around a few more years than i have and have a few more releases that sell out CD's of some pretty esoteric ambient found sound type stuff and have distribution all over the world.

maybe i just need someone to sit on the phone/computer all day and call and harrasse people ;)

posted December 15, 2008 by boobs

check what's featured on the front page here:
link [www.bleep.com]

check what they're freaking out about here:
link [boomkat.com]

or, if really bored...

link [www.20jazzfunkgreats.co.uk]

I'll admit, this only really works for leftfield electronic music or dance music, but if you're an unknown in these genres, those are all good places to try and get things rolling if you can get on them.

posted December 15, 2008 by sciencenorth