Insights and great moments of our advice at the Berlin Music Week: Why do artists shy away from social media?


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Today, together with my colleague Mario Putzar from 50kmusic, I advised musicians on self-marketing via social media and PR in the context of the all2gethernow workshop. Thanks again to all contributors and the organizers.


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Here writes for you: Simone Janson is a publisher, German Top20 blogger and HR communication consultant. Profile

Typical

Overview

What I have noticed in general, however, is that many artists still see social media with skepticism. For many artists, however, it offers excellent opportunities for self-marketing as this video example shows. Where are the reasons?

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Typical quotations that we were able to hear in the course of the consultation were: "I'm having a hard time releasing individual music pieces for free," "We do not want to spoil our fans with private information about us" or "We have a rather distant relationship to our fans ".

Reasons for rejection are lower

Overview

This sounds like a personal attitude, which can not be shaken. But if the statements are now analyzed more precisely, then the reasons lie deeper.

On the one hand, the music industry is traditionally strictly hierarchical: on the top are the plate labels, which still pick out the raisins. Below the artists, who are in part even quite sour on the record label.

The Hierachie is strongly rooted in the minds

Overview

However, this hierarchy is obviously so strongly rooted in the minds that it does not even come to mind that it could also try on its own.

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Even in the case of artists who do not want to have anything to do with record labels any more, the reason is that somewhere the knocking and some help to get stuck, which happens regularly with the same probability as a lottery win.

How to build a community?

Overview

And artists have another problem: since many of them tend to be more introverted, they are hard pressed to find their closeness to their fans.

The fact that in the future it will be more and more important to build a community that supports one and that this community wants to touch an artist, as Mario Putzar put it so beautifully - that is still alien to many.

Performance auf Selbstgezeichneter Bühne

Overview

However, there are also positive examples like multi-talent Rahel Kraska, who does everything for herself: texts, music and marketing. And she always has her work on her iPad - the best business card.

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Rahel Kraska produces her one and a half hour concert on a self-designed stage - in the bedroom in front of a green screen (see video above). Rahel Kraska performs live on a virtual stage she drew herself. A section of it appears in a film about top creatives worldwide.

The artist confidently says: "As the o2-Arena is not yet booked, I have actually done my own stage on my own." And even if she performs, she only needs one projector for the perfect performance.

Prize for "Soundtrack for Life"

Overview


Besides, she has the 2. Award at the Mobile Film Festival 08 for her comic-phone video "Soundtrack for Life" won, which was also reported in Spiegel Online and Stern. The video was taken to the Museum of Communication.

You can hardly do it better as a budding artist - keep it up!

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