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This week, S.M.A.R.T. marketing - Let’s go -
Back in the day when indie artists wanted to get started they would make their own CDs, put them in the trunk of their car and go to all of the indie record stores they could drive to and put them on consignment. Or they would stand on corners like Hollywood & Vine and sell them to passers by. That was considered SMART marketing back then. Nowadays it’s a bit different. You can’t put streams in your trunk. 🤷🏽♂️ But you can be SMART about how you get down with your music career. SMART is an acronym that stands for S – Specific M – Measurable A – Attainable R – Realistic T – Timely. So let’s break that down. First ask yourself, what are my career goals? Know both your short and long term goals. You have to have goals or your career is just a dream. Not only do you want to set goals you want to set SMART goals. You want to write them down, (that’s actually biblical Habakkuk 2:2-3), and put a timeline on it.
Your goals should be specific, what is it that you want? Know if you want a deal, want to sell product on your website, want a specific number of followers on your social platforms, want your music on a TV show or film, want more gigs or just blow up independently through the indie aggregates like CDbaby and ‘nem.
You will need to measure your achievements. Every time you get closer to your deal, or meet a music supervisor, create your website, connect with that club you’ve been wanting to gig at, or whatever - write it down. Then what’s next? What are the steps to success?
How do you attain these goals? Sometimes the A stands for actionable. What are the action steps you are taking to achieve your goal and is it attainable? Only you can answer that. If you are 45 and thinking you can break into the new hip hop scene, you might want to think twice about that one.
How realistic is the goal? Realistic and attainable are very closely related. I wish I had a quarter for everytime I’ve heard a no-name artist say they were going to “change the game.” Meaning they were going to change the way the music industry is run. If you never listen to the radio how do you expect to get a song on the radio? Do you know what the expectation is? Doesn't matter how much talent you have, you can’t change the game, so play the game or become a great music teacher; trust me we need them.
You have to set a timeline to your goals. When do you expect to achieve it? What are your step by step goals and what are the dates? This is why you write it down. Without a timeline your goal is just a wish. And remember this is the music BUSINESS, everything is timely. You can’t come out with a sound that’s 10 years old with old equipment talking about “this that new jack swing” 😳 yeah that boat has sailed. So just be SMART and get some help along the way. Your talent deserves to make it and be heard.
This week's #IAOTW - Independent Artists Of The Week is Dswan. Born in Oklahoma, raised in Texas and now one part of the duo TNG (Top Notch Grinding.) Click on his name, scroll down, click the picture and find out more about this hot new artist.
For more information on this or to hire Unda The Hat as your brand or label consultant send a message via undathehat.com. See you next Tuesday.