Musicians Bill of Rights - A SonicJive.com Manifesto

Article IV - Be Not A Pimp When It Comes To Selling Your Music

BUZZWORD: LEVELING THE PLAYING FIELD

pander - (pan·der) - a person who caters to or profits from the weaknesses or vices of others.

Customers are important but they are not necessarily right.
Let's face it, you are in music first and foremost because you love music. But, you would love to make a living at it - or at least some money would be nice. And it is important to establish a market for your music and to create value by remaining steadfast in what your music is worth.

A customer won't readily admit it, but the good news about remaining resolute is that your customer will respect you. Respect from those who buy your music is tough to get. Here is a principle that companies who rely on consumers cling to when marketing their brands, services and ideas: Customers like to be told what to do. They're actually submissive and want you to take charge, corner them, stand proud, thump your chest and say, "This is me and this is what I have to offer!"

What they do not like is being asked what they want (and I know the consumer part of your personality is going to want to argue this with me but hold on for just a sec), because the consumer doesn't really know. Henry Ford - yeah that guy who invented the automobile - said it a long time ago and it still holds true today - "If I had asked my customers what they wanted they would have told me 'a faster horse!' "

That being said, consumers do like to make choices. However that is different from becoming desperate to please everyone. While I think it is important to get your music heard and in some cases that may mean offering a free download for a very limited time as an incentive, never, ever, EVER discount your product. Take the automobile manufacturers for instance. What's with all of these incessant price promotions, incentives and cash-back offers that are all the rage?

Distress marketing makes the consumer feel that there is something wrong or that you are trying to peddle something so cheaply that likely no one wants it. Be not a pimp when it comes to your music - creating a market means researching what a customer is willing to pay for music (usually 99-cents per download and anywhere from $10.99 - $15.99 for a CD) and then sticking to it. This creates value. Customers will respect you for being unwavering.

You are in this business for the love of music and that needs to be reflected in your marketing strategy. I urge you to read this article by Stephen Monroe about separating the love of music from the love of money.

Lastly, remember there is more to marketing than just MySpace, SonicJive and the myriad of other social networks. To get your music heard and bought, you need to get to know your consumer on a personal level - but that will be outlined in better detail when we get to Article IX - Outthinking Your Competition.