While you’re busy trying to figure out how to save your business, doing things like launching apps and having rooftop concerts, you’re losing sight of the basics. You are often your (and your artists’) own worst enemy.
Many examples of this have been documented over the years. I’m not here to give you shit or tell you that you suck. I love music. I love musicians. I want to help you.
Within 5 minutes of trying to get more familiar with an artist – including purchasing tickets to an upcoming show – I ran into several obstacles. Here’s what happened:
I’ve been hearing about The Weeknd for a while, so:
1. I went to Facebook
It’s important for you to understand how music fans are looking for music and information about artists. They are not going to your artist’s website as a first stop, and they’re probably not going to Google first either. They are going to sites like Facebook, YouTube, Spotify, and Soundtracking. That means you need to make sure your artist’s presence on those sites is easy to find and comprehensive.
Facebook recently launched Graph Search. For the record, I hate it, but unfortunately 1.1 billion people on Facebook are stuck with it, including your artists.
When looking at search, you need to think about how people will search. Account for user error. The conversation goes:
“Have you heard of The Weekend?” or “I love The Weekend!” or “Are you going to see The Weekend at The Greek Theatre?”
Or, a radio DJ or blogger on Sirius XM’s Blog Radio will say something like, “That was the latest from The Weekend.”
What are people going to search for? Will they know it’s spelled “The Weeknd”? This is about artist discovery and during the discovery phase, fans will be less likely to know the unusual spelling of your band’s name. If you have an artist with a name like The Weeknd or CHVRCHES, then you need to look at how people will actually search for them. Do search optimization for the incorrect spelling as well, so people can easily find your artist. Have a way to direct people from the incorrect spelling to the correct spelling.
Here’s what happens now when you search for “The Weekend” (as someone just discovering the artist would search) on Facebook:
This is a new development. Before Graph Search launched, a first-time search for “The Weekend” on Facebook went like this: the artist’s official page is the FIRST result, after typing in only the first few letters (before the potential spelling error would ever take place).
You may say this is a Facebook problem – a flaw with their search. I agree. There are numerous flaws with Facebook – here’s one more we can add to the list. Unfortunately, as evidenced above, this is your problem as well.
Solution: Facebook and numerous media outlets issue alerts about new product developments and features well in advance of their launch. When this happens, your “digital person” should get on the phone with Facebook or fly to one of their offices and explore how this will impact your business.
The product is Search. That’s pretty important to your business and how people will find your artists on Facebook. You should have these conversations early and do everything you can to help avoid what’s happened in the case of The Weeknd.
As a larger business lesson: make sure you have strong relationships at every key social media site. Maintain these relationships. Have dinners and regular meetings. Don’t just call when you need something. Look to these businesses as partners and work with them consistently.
Since I couldn’t find The Weeknd on Facebook by doing a simple Facebook search, I went to a company that actually knows how to do search, Google. As expected, Google (even with an incorrect spelling) directed me to The Weeknd’s Facebook page. Once I got there, I saw they had a “Video” tab, so:
2. I tried to watch The Weeknd’s videos posted on Facebook
Here’s what happened:
Solution #1: If you aren’t actually going to make the videos available for viewing on Facebook, then don’t include a YouTube tab on your Facebook page.
Solution #2: Pull your head out of your ass.
Ok, as it turns out now – I am giving you shit. Few things piss me off as much as this. This is your artist, right? And these have been deemed as official videos/streams? I’m assuming so because they’re on your artist’s Facebook page (even though that’s fucking useless) and YouTube channel.
Why on earth would you make it so difficult for people who actually want to hear your artist’s music to listen to it through the official, LEGAL, channels? Stop bitching about file sharing sites until you stop doing shit like this.
3. I went to YouTube:
No problems here. A Google company, YouTube has efficient, easy, and effective search.
Why am I showing you a good example? So that you can maximize it. Understanding that you want people to be able to find your artists, put your money where search is most effective. Run ads on Google and YouTube, as Atlantic Records is doing for Portugal. The Man in the example above.
In the case of artists who have unique names, like The Weeknd or CHVRCHES, you should probably run ads on Facebook as well. This will help get your artists in front of fans who couldn’t find them through a simple search.
4. After YouTube, I went to Ticketmaster:
After all this, I was considering going to the show.
Ticketmaster has similar search issues to Facebook:
As it turns out, Ticketmaster’s search is better than Facebook’s though. If a user types in “The Week”, the appropriate artist will come up. Nonetheless, there is an even better solution.
Solution: On Ticketmaster, whether I search for “NIN” or “Nine Inch Nails”, I get the correct results for that artist. This leads me to believe it’s possible to optimize search for artists like The Weeknd and CHVRCHES on Ticketmaster as well.
Call Ticketmaster. Explore the option of having the correct results show up, whether somebody types “The Weeknd” or “The Weekend”; “CHVRCHES” or “Churches”.
In closing:Please pay attention – you CAN fix things like this, which will ultimately help you reach your objectives:
Increase an artist’s fan base
Generate advertising revenue (your YouTube video views will increase if you allow video embedding)
Perhaps even, sell music
I apologize for coming across angry, but this is important to me too. I’m tired of hearing about how the music business is failing. I want musicians to succeed and if you’re doing a good job supporting them, I want you to succeed as well.
Don’t lose sight of the basics:
Make sure people can quickly and easily find your artists on the sites that matter most.
Make your artist’s official content (videos, music) accessible. It’s a bit unfair to be going after fans on file sharing sites when you’re not allowing them to access the music legally, through your artist’s official channels.
Furthermore, be happy people are interested in your artists at all. We’re not on opposite sides of this. The people listening to your artist’s music – whether they’re paying for it or not – are the people you want on your team. Stop punishing people for caring about your bands. If you make music accessible, you will win.
July 8, 2013
Red Bull Sound Space
KROQ, Los Angeles
What better way to kick off the Monday following a long holiday weekend than with a free show by an amazing band.
Having been to several “radio shows” before, I was a bit skeptical – not of Portugal. The Man‘s performance (I have complete confidence in that), but of the venue and format of the show. Any concerns I had were eliminated instantly upon arriving at the Red Bull Sound Space at KROQ. Representatives from KROQ, as well as Red Bull, were friendly, inviting, and engaging. Rather than emitting the vibe “You’re so lucky to be here,” the team’s message to all who were there was: “We’re so happy you came. Thank you.”
Nobody has to tell you that you’re lucky to be at a show like this. The moment you enter Red Bull Sound Space, you feel it. The space is intimate, accommodating approximately 150 fans. The backdrop of the stage is like a music time capsule – it’s constructed of speakers, turntables, boomboxes, receivers, and an assortment of other equipment. Rather than being covered in corporate branding or advertising, there is only one element of the backdrop that is branded, and its view is sometimes obstructed by the band. We see the branding, we know it’s Red Bull and KROQ, but when the band walks on stage, it’s about music and nothing else. This is very refreshing.
The show began with a brief, informed, and entertaining interview. It became clear that KROQ’s Nicole Alvarez is truly a fan of the band. She was very familiar with Portugal. The Man’s vast catalog, spoke about her personal connection to the music, and asked relevant questions. I know all of this seems like it should be a given, but it’s not to be taken for granted. This is not something all interviewers do well.
The band’s sense of humor and wit contributed greatly to the interview, as did the way they chose to answer – or not answer – the questions. Not to be confused with selective hearing – John Gourley has an impressive skill: selective responding. Clearly listening to each multi-part question, Gourley zeroed in on aspects where he could provide enough insight, while maintaining some mystery.
When asked about the meaning of their latest album, Evil Friends, or whether or not there’s a theme when they record, Gourley focused on the writing and recording process. He described how the band comes together to write and record in a way that makes you feel like you’re there, in the studio, with them. He left the meaning of the album up to the listeners.
Zach Carothers took on answering some of the questions, as well as chiming in during Gourley’s stories. Each time Carothers answered, he infused humor, often leading to a burst of conversation and laughter among the entire band. During these moments the dynamic personalities, quick wit, and friendship among Portugal. The Man members was undeniable.
My favorite moment during the interview came when Alvarez noted that Portugal. The Man puts out a new album nearly every year. Alvarez added that it seems as though the band is always either touring or releasing an album; they don’t stop. “That’s what we set out to do,” Gourley responded, adding that the band’s chosen goal is to make and play music as much as possible.
Portugal. The Man is a band that understands what it truly means to be musicians – just keep playing music. It’s a simple concept, but it takes constant discipline and dedication, which is what makes it hard for many to achieve. In addition to their music, it’s easy to appreciate and admire Portugal. The Man’s work ethic and commitment.
Playing songs from their latest album, Evil Friends, Portugal. The Man took us on a journey. This is the most stripped-down I’ve seen the band. Even when they played The Troubadour several years ago, Portugal. The Man brought in some of their own “lights” (in quotes because it’s nowhere near the setup they have now). The absence of lights and fog allowed me to appreciate the show on an even deeper level.
It was fun to watch the band build the songs – all the layers, the harmonies, the bass, guitar, keys, percussion, and the timing. When you hear the music, it sounds great. When you see what it takes to create the sound live – the precision of it all – it allows you to appreciate it that much more.
I feel that way each time I see Portugal. The Man. No matter the venue, the lighting, the stage, or the setlist, I take away something new at every show. Their shows are expansive and dynamic. There’s always more to discover when Portugal. The Man plays. They are one of very few bands I see every time they’re in town.
After playing Creep In A T-Shirt, Evil Friends, Modern Jesus, and Sea of Air, Portugal. The Man announced the next song would be the last of this concise radio set. The audience let out a sigh of “Noooooooo….” that was audible until the band launched into “Purple, Yellow, Red, and Blue.” At that moment, the sighs became cheers.
When reviewing my pictures from this show, I was surprised to find this. It appears my camera captured “Purple. Yellow, Red, and Blue” in the midst of the show. That’s one hell of a photo bomb, PtM.
Portugal. The Man is on tour now. Get tickets before they sell out.
You will see there are several ways you can enterand you can get additional entries for each thing you choose to do. You can follow us, tweet about us, like us on Facebook, and more. ENTER NOW
Winner (1) will be selected by random.org and notified via email on July 18, 2013. Winner will have 24 hours to respond before a new winner is selected
Your tickets will be available for pick up at Will Call at The Greek Theatre on the evening of the show
Transportation and accommodations not included
About The Postal Service:
The Postal Service 2013 anniversary tour is quite possibly the single most hotly anticipated reunion of the year, selling out theaters, clubs, amphitheaters and arenas the world over, including the Greek Theater in Berkeley and New York’s Barclays Center where second dates have been added by popular demand. Other upcoming dates that have completely sold out in advance now include Red Rocks Amphitheater in Denver, London, Manchester, Detroit, Atlanta, Boise, Orlando, Kansas City, Columbus, and more sure to come.
The 10th anniversary dates reunite Postal Service principals Ben Gibbard and Jimmy Tamborello with Jenny Lewis, who appeared on the original 2003 album and tour. Lewis also sings on the two new songs on Give Up (Deluxe 10th Anniversary Edition). Laura Burhenn (Mynabirds, Bright Eyes) rounds out the 2013 touring lineup. Give Up was certified platinum last year just shy of 10 years from its original February 9, 2003 release. Led by the single ”Such Great Heights,” the landmark album is, after Nirvana’s Bleach, the second-biggest selling album in Sub Pop’s 25-year history.
For “official” information about The Greek Theatre, you can check out their website, but here’s my take: The Greek Theatre is one of my all-time favorite music venues. Start to finish, The Greek Theatre is an EXPERIENCE! You can get there early, picnic, and drink wine. If you don’t mind a walk, you can park on Vermont and enjoy the walk to and from the venue. If you’re reading Rock Is A Girl’s Best Friend, chances are you’re not the type to leave the show early, so you can take the easy route and commit to the stacked parking option. The venue is beautiful, outdoors, surrounded by trees. The sound is impeccable. I’ve seen some of my favorite shows at The Greek and I’m very excited to share these opportunities with you.