Question

Topic: Advertising/PR

How Can We Attract An Audience For A Foreign Band?

Posted by Anonymous on 2/27/2006 at 12:46 AM ET 125 Points
With a limited budget we are trying to decide where is the best place to go to engage with a youth audience.

College radio and traditional media are out of bounds as we are already looking there. What we need is inspiration.

USP's : The band are australian and 2 members are lesbians.

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RESPONSES

  • Posted on 2/27/2006 at 4:48 AM Accepted
    The newest word for this these days is viral marketing. Same as any other product, there is really no difference. Bands, toothpaste, whatever ... But now we have a catch word, and books written about it. If the band wants to grow non-organically (i.e. they are tired of playing the same bars and clubs, and their name is just not getting spread naturally), then do the corporate thing and pick up a book or two on PR and Viral Marketing.

    That said, from my point of view one of the biggest growth areas for youths, your apparent target market, is in the online social networking area. Friendster, MySpace, Bebo, etc. I have no idea which are the most popular in your area, but find out. My girlfriend was in Canada for a long time, and it seems Friendster is/was the big one in her circles. There must be some opportunity to get the band on one of these sites, and create some kind of viral linkup, and then do some kind of promotion - concert for charity, something.

    Sorry for the lack of clarity, you wanted inspiration, and I am trying to get that without too much research on my part.

    Furthermore, take advantage of your target market's addiction to new media, and get the band to:

    1) Blog their tour: tell them about the women (from both the men and the women, apparently) and the booze, or try a human side, and let people get to know them better
    2) Podcast - interviews, practice sessions ... covers! Give them a chance to do a cover, without putting another bad "me too" song on their album. Personally, I dislike covers from new bands, in case you can't tell.
    3) SMS marketing - get phone numbers, and let people know when then are having another gig, or maybe something more creative, more personal

    The goal is to use leverage in your communications. Make everything seem personal, but send it to the masses.

    Also, from a practical standpoint, get rid of the landing page on the website, and do a wee bit of SEO. Luckily garageband.com and baria have done some SEO, or I never would have found anything about these guys with a quick google search.
  • Posted by Carl Crawford on 2/27/2006 at 6:14 PM Member
    Arctic Monkeys is the key here. Do some research on them, find out what they did and improve on it.

    Myspace.com is free and it is the new standard for new music talent.

    Also there is also the Russian band Tattoo (I think that is what it is), that has the lesbians in it, you know the one that got banned on Russian TV because they were dancing in there underwear in the rain and kissing each other in there video. They aren’t really lesbians and they are trying to get away from that image.

    Try getting them on one of the idol group shows (I think there is a new one starting up in Aus now).

    Try doing some SEO (search engine optimization) because when I googled your band name it was not even in the top 20. You can get lots of tips in the archives of KHE.
  • Posted by Carl Crawford on 2/27/2006 at 6:16 PM Member
    Also you might try posting a couple of your singles on bittorent and wearzs sites. If you need any help with that feel free to contact me. I also run a Google group that posts different types of artists FOR FREE not commercial messages allowed.
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