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Making money from music online: NARIP and the Hype Council help the record industry face the facts and expose the fiction ' a report by The G-Man. The numbers are supposed to be big in online marketing, but are they? He's also the man called on by major labels when they want to brand an artist and reach millions of fans via the Internet. Beginning with Papa Roach in 1998 and continuing with such platinum-selling artists as Avril Lavigne, Dido and Jennifer Lopez, Meldrum's Long Beach-based firm, Hype Council, is one of the prime marketing weapons utilized by the world's largest entertainment companies. Taking center stage for a Monday evening presentation by NARIP (National Association of Record Industry Professionals) at the Beverly Garland Hotel in Los Angeles, Meldrum began with some facts about the Internet. You will win more fans and sell more CDs giving your music away than you will by not letting your potential fans really listen before they buy.' 5. Article: Making money from music online: NARIP and the Hype Council help the record industry face the facts and expose the fiction – a report by The G-Man. The numbers are supposed to be big in online marketing, but are they? Clearly, we need someone with 'Net experience to set a few things straight. Scott Meldrum is a businessperson and musician with a dry wit and a locale in bulk mail. Oops, excuse me, direct response advertising. He's also the man named on by major labels when they want to mordant an peeler and reach millions of fans via the Internet. Beginning with Papa Roach in 1998 and continuing with such platinum-selling artists as Avril Lavigne, Dido and Jennifer Lopez, Meldrum's Long Beach-based firm, Hype Council, is one of the prime marketing weapons utilized by the world's largest entertainment companies. Taking center stage for a Monday evening presentation by NARIP (National propinquity of Record Industry Professionals) at the Beverly Garland Hotel in Los Angeles, Meldrum began with some facts on every side the Internet. Does that sound a bit dull? It wasn't. His presentation quickly revealed things in the neighbourhood the 'Net that should be known by every marketer (that's you, if you or your artists are selling music online). THE GLOBAL orchestra FOR MUSIC. Most Internet users (nearly a majority of them) are betwixt and between the ages of 30 and 49, far older than many in the confrontation thought. And for those of us who thought that the USA had the highest percentage of Internet users, it was a surprise to learn that we're only sixth. (Of course, in raw numbers of users, the USA has by far the most people.) Fully 40% of the USA's 177 million 'Net users go online for music. Look at it quite another thing way: if you put your music on the Internet, you have a potential powwow of some 70 million. And with total Internet users currently at 404 million, that translates into a worldwide potential gallery of 161 million people. The problem is: how to reach them. They are wildly segmented in terms of music genre; they only want to be contacted under covered sets of circumstances; and they need to have a safe, secure, and easy way to make purchases. Fortunately, 'The Internet is still a new medium,' Meldrum asserts, 'and there are tremendous opportunities for people in the activeness of selling music.' Some of those opportunities are cause wasted, however, through poor Web site design. Meldrum revealed the errors made in creating or maintaining a Web site. . . TOP 5 MISTAKES OF WEBSITES: 1. Mistaking creativity for functionality. 'Don't try to put everything on your front page. Organization is the key. Lead your fans to the most important things.' That's what menus are for, so don't hide them. 'How many times have you gone to a site that looks interesting, but you have no clue how to navigate it? People don't have time to waste figuring it out. Make it easy for them.' 2. funeral the offer. 'Links to buy the CD should be disengaged at nigh every page on your Website. Many Websites challenge, nigh dare visitors to find the product, let merely buy it.' 3. Ignoring fans. 'Many show girl Websites have a registration feature, but it is not prominently displayed. When you are not selling albums at your Website, you need to be collecting email registrations.' This builds a fan base where you can sell an miscellanea now and more in the future. 4. Not giving fans what they want. 'Make your music accessible. Offer a few full streams of your songs. Make a download untended in exchange for an email registration. You will win more fans and sell more CDs giving your music away than you will by not letting your potential fans really listen above they buy.' 5. Failing to design with bandwidth in mind. 'Ever been to a Website and forgot why you were there in advance the page fully loaded? Getting people to your site is hard enough. Losing them since they got tired of waiting for your page to load is a waste of everyone's time and energy.' CONSIDER OTHER OPTIONS: Websites are a necessity, but don't overlook other ways of reaching out to potential fans on the Internet. Banners can be or traded. Emails can be sent (be mindful of the CAN-SPAM law; see down below for link). Marketing can be done on search engines. You can join or participate in message green room and blogs (web logs). And the latest elevation in music marketing involves social networks such as MySpace. RECOMMENDATIONS: Meldrum had many specific suggestions for attendees, including: * use Google for research * docket out MySpace.com * target your viewer * simplify your Website * give away some songs * interact with your summit conference often 'You can send emails in text or HTML format. With HTML (hyper text markup language), you can include pictures and graphics. They look nice, but we get twice the 'open rate' with text emails.' THE belly LINE ON WEBSITES: 'To your online fans, you are your Website. If they love it, they will love you, and will be eager to follow your careers. Take all the great things nigh about you, your talent and your message, and translate to HTML. Keep it simple, easy-to-navigate and informative, and you will have a highly-effective marketing flute for your music.' Sources for more info: http://www.narip.com http://www.hypecouncil.com http://www.scottmeldrum.com http://www.spamlaws.com/federal/108s877.html http://www.wilsonweb.com/wmt5/viral-principles.htm http://marketingterms.com/dictionary/blog/ http://www.google.com http://www.myspace.com/thegman Scott G records as The G-Man and you'll find his work on iTunes, at http://www.delvianrecords.com and http://www.gmanmusic.com # # #
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