Kanye West, love him or hate him, is constantly pushing boundaries. His productions have helped keep hip hop appealing to a new generation, and he is constantly looking for ways to reach people through technology and social media. Pushing the boundaries of being an entertainer, West now comes out with a 35-minute long video called Runaway; an amalgamation of his songs, punctuated with epic, grandiose displays of cinema and downright weird linking segments.

Spending the last year apologising post-MTV VMAs (I’m'a let you finish…!), reflecting, and rebuilding, West has made all the right moves from a career perspective, and genuine or not, his character popularity seems to be back on top. Using new media to his advantage has been a large part of that rebuilding process, to appeal to a skeptical music consumer.

Kanye’s new new album hits the stores next month, and this video will surely serve as a great introduction to the latest release. The long length of the video doesn’t seem to deter people from watching – 2.5 million views are already logged on Vevo, and so maybe he is again reaching a new audience, intrigued to see what he is evolving into this time and drawn to his possible director skills or Bon Iver-sampling music.

Check out the ballet dancers, explosions, sheep, and of course, plenty of Kanye camera-time…

Lee Jarvis.

5) Get Technical

Do not adjust your set, this video was filmed in black and white. In a forest. And possibly in the dark.

4) Choreography

If you are going to have some kind of group dance scenes in your video, it may be worthwhile getting some moves choreographed. Or practicing.

3) Flow

Even if you do just slap together random home video clips of you and friends from over the years, it’s probably best to skip the shower scene.

2) Style

Don’t turn up for your music video recordings session after having just tried a new fake tanning lotion. ALso beware having the exact same haircut and clothes as your two bandmates.

1) Action.

This video is possibly the worst I have come across for so many reasons. I’m almost too shocked for words. I’ll just say that if you are making a music video, have an IDEA. Do something. Anything. Please.

Lee Jarvis.

(Click to enlarge)

The site is unlike anything I’ve seen before, it’s quite a unique concept. The gist of the site is that it allows you to post a project that you need to raise money for. For example, look at this band using this site: http://www.indiegogo.com/shapesstarsmake. The band wants to go on tour, but in order for them to be able to do so they need a van and some additional funds in order to make their dream happen. Indie GoGo aids their efforts by giving them a unique platform to promote their cause to everyone they know and millions of people they don’t know. They customize their tiers of giving, as well as providing rewards and incentives for those who give to their cause. It’s a great way to get the help you need, raise awareness about your band, and ultimately get one step closer to actualizing your dream.

The site makes the whole back end of the giving run smoothly so everyone who contributes can do so with ease. There is a time-line on the giving, a date to reach the goal by, similar to an eBay auction, so to speak.

• IndieGoGo gives you, the host, a 5% bonus for every dollar you raise if you meet your goal.
• They cover over 100 countries – all of which can post or fund any project.
• You keep all of the money you raise whether you meet your goal or not.
• People funding your project can do so with many payment options, making it even more funder friendly.
• They even provide analytics on your funders so you can see which of your fans are the most influential.

How much does fundraising cost?
IndieGoGo is free to signup and a majority of the core actions and tools are free to use (i.e. post, contribute, share, campaign analytics, discover, and comments). IndieGoGo charges a 9% marketplace fee on funds raised. Projects are also responsible for 3rd-party payment processing and international wire fees. If you reach your goal, IndieGoGo pays you a 5% cash bonus on every dollar raised, therefor your net cost is just 4%.

If you have a cause, project, or just about anything worthy of having fans – this site can help you grow that base by giving you exposure that you may not have gotten on your own, keeps your fans excited about you, and helps you raise those funds to take your music to the next stage.

For all those aspiring artists and promising bands – here’s a real resource that can take you to the next level.

Check the site out and let me know what you think.

T. Lynn

I’m a fan of Berkleemusic, the online school of the esteemed Berklee College of Music, and often read many of the great blogs from David Kusek, Mike King and co.

Berklee recently launched their Winter 2010 term with two new music marketing courses available; Online Music Marketing with Topspin (co-authored by King and Topspin’s Shamal Ranasinghe), and Online Music Marketing: Campaign Strategies, Social Media, and Digital Distribution.

Having studied several of their courses, I know that the Berkleemusic system is a good one, and these new courses have inspired me to sign up again next term.

In the fast-moving, ever-evolving new music industry, I see digital marketing strategies being of huge importance. Artists need to do as much groundwork as possible themselves, and when they cannot, know the correct people and resources to help. Being efficient at selling your music online, and building your fan base with social networking communities is critical for bands and musicians looking to make a living from their music and music-related activities.

Here, Mike King explains some of the Online Music Marketing course details and how you can use analytics to drive your career decisions.

Also worth mentioning is the course textbook, which is a great read even if you aren’t studying at Berkleemusic. Music Marketing: Press, Promotion, Distribution, and Retail is also written by King, and you can sample a free chapter here…

If anyone is taking the course this term, please let me know how you are getting on. If you are signed up for Spring 2010, I may well see you there!

Lee Jarvis

ArtistData is an innovative tool for the independent musician and can certainly help music job members seeking to make the most of their time and efforts. They build solutions to help an artist save time with the “monotonous updating” of their online music profiles, Myspace calendars, Facebook and Twitter updates, and the endless stream of concert calendars and gig websites. Being able to enter the data once, to the ArtistData website, then allows more time for being creative – something that is at the core of every musician.

Named a “Top 10 Indie Marketing Tool” by Hypebot, the Chicago-based ArtistData has created a lot of buzz recently. Rian Rochford of Universal Motown / Universal Republic says “ArtistData has provided a priceless tool enabling us to provide accurate and up to date artist info in the most efficient way possible”, and the site has also been awarded a Chicago Innovations People’s Choice Award.

Founder Brenden Mulligan was interviewed by Tim Jahn for part iof his Beyond the Pedway creative businesses series. Here he speaks about the about starting of the company, and also how artists and startups are alike.

Having only recently discovered ArtistData, I am still learning how to best use it for my music career, but can already see the possibilities of being far more efficient, and also being able to reach new markets and create new opportunities with the tools offered. It is always exciting to see new companies emerge in this ever-changing new music industry, and I feel that ArtistData is sure to be a part of that.

If anyone has any use of the website, please contribute! Post your comments here in the music jobs blog.

Lee Jarvis.

The New Music Seminar is about “seeing the music business and your opportunities a new way”. The event was originally held from 1980 – 1995, and after a long hiatus, was revived this July in New York, featuring speakers and panelists from a variety of music companies, websites, institutions and backgrounds.

The Chicago event on October 6th was attended by artists, managers, label owners, and other individuals wanting to learn about the new evolving industry, and hoping to hear advice from inventive young music companies and long-time veterans who can acknowledge the recent changes and struggles of emerging artists and indie labels. Contributors such as Lou Plaia, the co-founder of Reverbnation, Michael Spiegelman, head of Yahoo! Music, Paul Resnikoff, founder and editor of Digital Music News, and Martin Atkins, author of Tour:Smart. Certainly enough interesting people and ideas for me to attend and report back here for our Music Jobs members.

Founder Tommy Silverman started the day with some shocking statistics. Although, he did point out that they should only concern you if you are on the board at one of the majors. The fact that only 110 albums released in 2008 sold over 250,000 copies that year is not an issue for a new independent artist. What it does enforce is something I’ve tried to help people with for some time, and that is re-evaluating your idea of success. You are not going to get scooped up by a label and go platinum. You CAN work hard and earn a living form your music, and if we are all in it for the love of the art, shouldn’t that be a more than reasonable level to consider success?

However, one statistic that you should pay attention to, is that of the 105,575 albums released in 2008, only 5945 sold more than 1,000 copies that year. This is the line of obscurity that you want to vault over. With a good strategy and understanding of the new music industry, you will sell enough albums and earn many valuable fans for you to reach this newly defined success.

Michael Spiegelman delivered a keynote focused on the tools that Yahoo and other services can provide to help an artist publish, market, engage, sell and monetise effectively. He emphasised the need to find relevant tools and fans, and how you can pull this information from the internet via different traffic sources, and how to act upon it using analytics. When asked by the audience what he saw as the latest in disruptive technologies, he replied that the cycle has moved from the initial surge of new ideas to a ‘maturity’ time, where we figure out what is sustainable and build a business model on top of that. In other words, the abundance of new websites and technologies over the last few years will slow, and some lesser ones will be brushed aside, as stronger ideas are built upon and emerge into a key part of the future industry.

The fist panel session was probably my favourite, for the fact that they shared some great advice, stayed focused on the topics at hand and made sure what they were saying was relevant given the audience. Emily White, of Whitesmith Entertainment pointed out the importance of communicating directly with your fans, and how you can do that with the help of Google Alerts and social networking tools such as Twitter. I couldn’t agree more with this, and Lou Plaia backed this up by saying that the more you do now and try to generate your own attention the more power you have further down the line – not just for bargaining with labels but the awareness of how this all works is healthy and will help propel you further by maximising any opportunities you come across.

The panel discussed the idea that 1000 “super fans” are something of a milestone to aim for, as these super fans are the people who are likely to spend around $100 a year on your work. This would give you a total income of $100,000 per year, and lead you to making a living from your music.

David Hazan, Chief Marketing Officer at The Bizmo encouraged artists to be creative in terms of merchandise offerings, as one ticket, one T-shirt and one album doesn’t equal $100 bucks. He offered that one band had handwritten lyrics and notes, which they uploaded as PDF, and their “super fans” paid for access to that premium content. This idea had the added bonus of no distribution costs, therefore earning the band good money.

To be honest, the next two panels lost the vibe a bit, as a result of lacking direction. Several long rants from panel members about their own achievements did not help. Some of the saviors were Ariel Hyatt of Cyber PR and Corey Denis of Reapandsow, both sharing great advice on social networking for musicians. DJ veterans Steve ‘Silk’ Hurley and Bad Boy Bill had some interesting points, sharing a different angle having been in electronic music, and therefore seen a different market for singles, EPs and mixtapes over the years. If only they could have fit in more comments instead of a majorly ill-fitting (and misguided) panel member spouting not only incredulous ideas, but contradicting himself, often within the same poorly structured sentence.

The final session was where Martin Atkins stole the show. Impervious and humble advice, shared with clear and concise translations for the entire audience, and demonstrated with a sense of humour produced great effect. I’m a Martin Atkins fan anyway, and if you ever choose to buy any music industry book at all (which you should), it should be his Tour:Smart masterpiece.

Overall, the seminar was interesting, and it was great for me to hear some speakers that I respect for the first time, but overall it was lacking something. I would prefer a closer connection with the industry experts, more interaction from them with the audience, and a working Wi-Fi network

I look forward to the event evolving in the future.

Lee Jarvis

We at US Music Jobs are excited to start up a new promotion. If you are an unpaid registered member of Music Jobs and own a blog or website, you can get one month of paid membership for FREE. Don’t have an account yet? Sign up, and get your profile running for free, here!

How does it work?

If you are a registered US Music Jobs member and you have a personal blog, this will be quite easy for you. Simply write in your blog about US Music Jobs and include a link to our site. A couple of possible blog post ideas include a short or detailed description of the site, how Music Jobs has helped you in your job hunt, an informative wiki-like profile of our site, or you can write a review about US Music Jobs.

If you don’t have a blog yet, there are plenty of free blog providers that you can join, including Blogger, WordPress, TypePad, LiveJournal, and many more.

Have a website, but no blog? No problem! Just write about us on one of your pages, refer people back to us, and link back to our site.

You can link to the US Music Jobs Homepage (us.music-jobs.com) , but it may be more useful for your readers if you linked to the jobs board page at http://us.music-jobs.com/jobsboard.php. But, if you feel we have a page on our site more relevant to your readers, feel free to link back to that page instead (ie, the “About Us page“). (Remember, the link has to be clickable. To do this on most blogging platforms, highlight the text you want to make a link, click the icon that looks like a globe with a chain link in front of it, then press OK or DONE).

Once you have your blog post up, send us the following to usmj_promo@music-jobs.com:

1. Your Name and US Music Jobs username (click here to sign up for free)
2. Your website or blog’s URL with the posting about US Music Jobs

Also, if you know any artists or anyone in the music industry that is not with Music Jobs currently, why not tell them about this promotion? It’s a great opportunity for non members to try out our service at no cost. Just have them sign up for a free account at the freelancer registration page to get started!

This promotion will last from today, August 6, 2009 until , September 6, 2009. Members who qualify for the free one month’s subscription will be contacted by email.

Thanks, everyone!
US Music Jobs

Conditions and terms: URLs and links to US Music Jobs must be clickable. Links with the “no-follow” tag in the HTML are not considered eligible for the promotion. Please allow up to three business days for approval. Link and info must be posted outside of US Music Jobs. Facebook, LinkedIn, Twitter, and other sites that use “no-folow” and framed browsing do not qualify. Only one free month subscription per member. Free month contingent on Music Jobs’s link presence for a minimum of 1 month on members’ blog/website.

“That’s great”, I hear you say, “you’re always going on about NIN, but we can’t afford to do this or have as many resources”. Well, Masnick also shares how other musicians are using similar ideas and implementing them in their own careers. It’s not about copying what Reznor thinks, he’s a pioneer and can do things on a grand scale thanks to selling million of albums, concert tickets and merchandise items. But you can learn to think outside the box; detach yourself from the idea that music is a product that you must sell via a record label. Experiment, and think about all the revenue streams, technical possibilities, and other perks and positive impacts that you can generate from your music endeavours.

It’s only 25 minutes, so grab some coffee and check it out…

(original video hosted at Vimeo)

Lee Jarvis.

NIN does it again.

Trent Reznor has a great project called NIN|JA 2009 , giving away a 6 track EP from three different bands (Nine Inch Nails, Jane’s Addiction and Street Sweeper) to help promote their extensive summer ’09 tour.

Any readers of my industry blog know that I’m not just a Nine Inch Nails fan, but a huge supporter of Reznor’s music strategies. Giving your music away in order to raise awareness and generate future revenue, in this case, ticket sales. The idea worked very well for the Ghosts I-IV album last year, where releasing the first volume for free download not only resulted in $1.6m in first week sales (of physical CDs, deluxe boxsets and digital downloads), but also helped contribute to a hugely popular 2008 tour of both South and North America.

Obviously NIN are a globally famous band, but that’s not to say that lesser-known artists can’t use the same idea to help raise awareness. Imagine how impressed any venue booker would be if you could help sell out a show. Not to mention that while you have a captive audience, a well placed and stocked merchandise table will help recoup any ‘losses’ of giving away a free download or two.

Making money because of your music instead of directly from it is a lesson that many artists can learn from.

Lee Jarvis.

This was the first MET summit, organised by Chicago Booth GSB Students and held at the Harper Center, and I’m sure I’m not the only one who considered it a great success. The summit focused on Media, Entertainment and Technology (there’s the ‘M’, ‘E’ and ‘T’ for those of you paying attention), and featured some well chosen panelists and keynote speakers from a variety of backgrounds. I chose to follow the Social Entertainment and Music panels and will touch on them here as I feel they all shared good advice that you can apply to promotion of your music career / artist management / online marketing / record labels and much more. (note: Part 2 next week will go into the keynote speeches)

Session 1 – Social Entertainment
Cliff Warner, Principal/CEO, Thinkwell Design & Production; Matt Freeman, CEO, Betawave Corporation; Anisha Ahluwalia, Associate Director, Denuo; David Goldberg, CEO, Youbet.com

The panel spoke well about various types of customer engagement in the digital world, touching on the gap between huge scale tools such as Yahoo adverts which can reach millions of consumers but may only return impression figures, and the kind of niche tools that really help you to understand your customers needs when you connect with them in a relaxed state of mind and retain their attention; finding the right combination for your business / career holds the best possibility of engagement and ultimately, success.

With less disposable income and more choice than ever before it is harder to keep customers interest and retain return visits, and any business having strong offline comparables will have to offer something more compelling online. This may be as simple as ‘being able to shop at home in your underwear’, it may mean creating more interesting additional features to support custom, displaying reams of data that could not be processed or viewed physically, or offering real-time updates allowing instant changes to orders / decisions. Nike plus did this well and brought the physical act of running to an online state by offering a community to share advice and support.

We also heard about brands that needed to actually discover what their brands mean before launching into social media, and perhaps when it is unsuitable or just plain weird they are better off partnering other companies or launching a community based on a related but diverted niche of the brand. The panel finished up by suggesting where they see social entertainment moving in the future, and the points raised are something that I agree strongly with and will feature in future blogs, namely ‘mobility’, ‘filtering’ and ‘authenticity’. Customer will want access and entertainment on the go, and products such as the iPhone allow new ways to engage them all the time. They will also want and need ‘filters’, meaning that with more and more content being created and shared online, recommendation and guidance will bring quality to the end user and create a strong appeal. Lastly, authenticity is something that people crave, and with people becoming numb to faceless internet spamming, that means that genuine conversations, a strong offline connection and authentic actions / reactions create trust and loyalty to your brand (company / artist).

Session 2 – Music
Beverly Jackson, Sr. Marketing Manager, The Recording Academy; Jonas Tempel, CEO/Co-founder, Beatport.com; Peter Strand, Founding Partner, The Law Offices of Peter Strand; Brenden Mulligan, President & Director of Business Development, ArtistData

Well, obviously here is my forte, and the very well chosen panelists meant that i could have happily listened to a two hour speech by each of them, but I feel we covered a fair bit of ground in the session. Upon entering the room, there were already postcards advertising the Grammys (3 weeks late?!) and Recording Academy artists on all the seats… hmmm. Speaking of the Grammys, quote of the day goes to Jonas Tempel, who said after seeing the Jonas Brothers and Stevie Wonder performance, “I’m not sure if I was confused or offended”. Jonas and the panel also offered a wealth of knowledge regarding the music industry, mentioning that publishing rights are one revenue stream that should be protected, although I was a bit concerned at how this evolved into ‘illegal downloading is wrong’ and ‘they will get you if you do so’ style comments (maybe because of the watchful eye of the RA representative?). 10 years after the Napster hooplah started I thought there would be less of that.

We did move on, and somewhere that the panelists saw potential growth is in the live music sector. Concert tickets may be high, but people are obviously willing to pay that and even more on ebay and the like, so the demand for shows and discovery of music doesn’t seem to have slowed at all. Best Buy is apparently making shelf space in their stores for low-end musical instruments, obviously as a demand reflex rather than a good-will incentive to encourage young music types.

A variety of music players / widgets / promotion sites were brought up, all available to aid artists’ careers, and the panel agreed that independent artists are in a strong position in this shift in the industry, and also the new interesting ways of artist promotion such as the Prince CD giveaway with the Mail on Sunday in England, himself being a music visionary and now a savvy industry marketer and businessman. I would have loved someone to emphasise that the giveaway almost certainly helped Prince sell out 15 of 21 shows at London’s O2 Arena within the first hour of tickets becoming available.

Something I consider very important and is quite a hot topic recently is the Creative Commons Licensing. I wanted to ask the panel their thoughts, especially as to if this relates to the remix competitions that Beatport offers and to what the Recording Academy thought of the huge popularity and financial success of Nine Inch Nails’ operation with this licensing, but unfortunately we had run out of time.

I thought the discussions such a success and inspiration that I will endeavour to contact the recent panelists and other music industry professionals and report back with some interviews / quotes in the near future.

For more info on each of the panelists and keynote speakers, as well as general MET summit details is at www.metsummit.com, and I strongly suggest that you keep an eye out for next year’s event; if it is carried out as passionately and as smoothly as this year’s then I see it being a great opportunity for young entrepreneurs to enhance their knowledge and a key event to forge interesting relationships with intelligent forward-thinking media companies in 2010.

Lee Jarvis.