"The Power Of Using The *Right* Resources"

(not only is using the right resources important,
but equally important is their order of use)

By Kenny Love


No musician wants to talk about "it"...I don't,
you don't, and they certainly don't. In fact, just
to think about "it" always sends shivers down
your spine and chills up your legs, doesn't it?

So, what is "it?"

Well, "it" is the mass confusion that has been
heaped on us by the Internet...this mixed
blessing/curse, if you will, that has created so
many online outlets and sources for exposure.

Yet, it, simultaneously seems to freeze you in
your proverbial tracks when attempting to decide
just which of those outlet and source paths you
should travel down first, then second, then...well,
you get the photograph.

Sure, you hear of bands on MySpace making it
big by starting out there and creating not only
a buzz, but a noise equivalent to that of an
angry jackhammer on a block of concrete.

Then, the questions come to you, such as;

"How did they do it?" "What exactly did they do?"
"How do I go about getting the same results?

Well, the following information may not exactly
be the trail to the Holy Grail, but if you analyze
it, I believe you will readily see how its organized
steps, execution, and follow through may serve
to assist you with a focus that quickly helps you
not only finally realize your dream, but a reality.
________________________________________

* Airplay Direct (http://www.airplaydirect.com)

Airplay Direct has been around a couple of years
now, and does an incredible job of self-promotion.
Yet, you wouldn't know it if you spoke with more
than a few of my past promotion and publicity
clients, as when I mention the service, most
have never heard of it.

But, if you are not utilizing AD, you are not only
losing money, but you are also wasting valuable
time, and here is how...

Airplay Direct completely eliminates your spending
time and money on packaging and shipping CDs
out to radio stations like so many recording artists
continue to do.

Instead of doing it the "old school" way and
taking a chance on your product being lost or
stolen en route to stations, Airplay Direct allows
you to open a free account and upload three of
your songs, again, for free in order that radio
stations may download them.

But, perhaps, the best part is that your music
can't be stolen by someone pretending to work at
a radio station and getting your music for free,
because AD certifies that each station contact is
actually affiliated with and connected to a
bonafide station. Likewise, each station contact
is assigned a user name and a password in order
to access the site.

* CDs (Compact Discs)

The most recent statistics reveal that as CDs
have continued their downward spiral in loss of
sales, digital music downloads were up 30% more
than this same time last year.

And, although I haven't visited a record store in
years, a friend informs me that there is almost a
reward being considered for anyone who can find
a record store today.

When he told me this, I was immediately reminded
of those Easter egg hunts when I was a small boy,
whereby, I failed to produce few, if any, eggs for
my efforts.

Personally, I am of the opinion that independent
recording artists, aside from having just enough
CDs manufactured to justify for those crying
knucklehead radio personnel and print newspaper
editors who still insist on having "something they
can hold in their arms like a newborn baby,"
should otherwise completely forget about having
CDs manufactured for sales purposes.

Why? Well, there ain't no dang record stores
left in which to place them! And, doing so would
further serve to significantly reduce most of the
recording artist's costs in this particular area.

* iTunes

iTunes now controls approximately 70% market
share. Enough said, but since I like to hear
myself talk, I'll continue anyway. Some "eager
beavers" are giving it a 90% market share but,
realistically, I'll take the mean/average and bet
it's actually closer to 80% market share.

Now, considering that retail stores are closing,
CD sales are continually declining, yet, digital
download sales are up by 30% over this time last
year, you don't even need a high school diploma
to understand what is going on here.

It's now a digital world, Charlie Brown!

* MySpace

Like an idiot, I, stayed away from MySpace for
quite a number of months before embracing it,
but I must now say that it is probably one of the
best creations ever for musicians, particularly,
as it relates to the new digital music world.

Despite complaints, mostly by the media, of its
less than enthusiastic cosmetic appearance, of
which I could not care less, one of the most
important factors that got my attention is its
intricate ability to narrow down demographics
ranging from countries to zip codes. In other
words, you can customize your marketing and
tour route expeditiously.

* Radio Stations

Who woulda ever thunk it? Radio, and I'm not
just talking about little small market "unimportant"
stations (major labels' words, not mine), but I'm
talking about MAJOR market stations, like in LA,
New York, Chicago, etc. are now BEGGING for
artists to upload your MP3 files! Can you believe
it? Many even have online forms that allow you
to complete prior to uploading your MP3s.

But, why?

Actually, that last dumb question should be
considered rhetorical in its nature, because we
all know WHY they are doing this. Obviously,
their godlike presence has now been greatly
dissipated like the witch in the Hansel & Gretel
story.

Well, maybe not THAT bad, but they have
certainly had the wind knocked from their
fluttering sails, with the incredible number of new
online radio stations, satellite stations, record
labels folding, artists not sending them CDs, etc.

Life can be oh so tough sometimes...

Suggestion: Before going back to the "old school"
process of mailing out media/press kits to stations,
again, use email to direct them to your Airplay
Direct site to download your single, along with a
combination of using online/Internet radio stations,
such as at http://www.live365.com and similar
online radio station networks.

If stations still demand the compact disc, of which
some will, at least you now have an asset through
Airplay Direct that evens your odds with the radio
stations that will download the file.

* Rhapsody

Sooner or later, and probably more soon than
later, I believe that music is going to, inevitably,
be presented to the public for sale in two primary
formats, which are:

1) Digital Sales, of which are already and obviously
prominent.

2) Service-Paid Streaming, which should normalize
into, become mainstream, and be adopted by the
public rather quickly, since its process will very
much operate the same as paid cable and similar
services operate already.

Music fans will then be able to listen to music 24/7
at one low price, thus, saving themselves money.
At the same time, this is, yet, a further positive
asset for recording artists since this will now add
another new income stream.

* Worldwide Social Networking Sites
(You Mean There's More???)

Reverting back to MySpace for a moment, it is,
indeed, powerful. However, I have a pleasant
surprise for you.

If you go to http://www.google.com and type the
phrase, "list of social networking websites," in the
box, then click the first link on the page, I believe
you will be happy when you discover the myriad of
additional social sites that exist, along with their
incredibly large numbers of subscribers who are
eagerly awaiting your music.
_________________________________________

Now, with all of the preceding info, do you, sort
of, get the idea I am attempting at all costs to
save you money that will, by default, allow you
to greatly increase your profit$?

It is almost as if a new sentiment has now come
on the horizon that, basically, says, "In order to
make money, you gotta save money."

If anyone understands this, please send me a
sign that you, indeed, do. Because, it's 3:12 a.m.,
and my insomnia has just kicked into overdrive.
____________________________________________________

Editor's Note: Kenny Love is a radio/video promoter and media
publicist, as well as co-owner and Director of Marketing for
Eartastic Records. Get more information regarding him from his
MySpace page at http://www.myspace.com/jazzman795

=====

Kenny Love, Director of Marketing
http://www.myspace.com/jazzman795
Eartastic Records (Houston, Texas)
http://www.eartastic.com
P. O. Box 764
Crockett, Texas 75835
(936)545-0381 (satellite office)
(281)550-9445 (record label)
kenlove@...
kennylove@...

P. S. If you have a MySpace page, please
consider adding me as a friend.
________________________________________

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