[Editors Note: This blog was written by Rich Nardo. Rich is a freelance writer and editor, and is the co-founder of 24West a full-service creative agency focusing on music and tech.]
I came of age in the world of independent music at a time when the key to launching a new band was a successful Myspace page. A diverse array of artists from Fall Out Boy to The Arctic Monkeys to Lily Allen owe a tremendous debt to their days creeping into millions upon millions of fan’s “Top 8”. In what was most likely unintentional defiance of the traditional business model for breaking a band, Myspace allowed artists direct access to promoters to book shows, connect with fans and other artists and create a viral spike all without the help of a label, publicist or radio campaign.
The biggest aspect of Myspace’s legacy, at least in terms of music, is likely that “viral potential” and “direct-to-fan” connection it created. Today, we have major streaming sites and social media to hold bands down in this manner even if Myspace has largely shifted their music focus to editorial.
Perhaps the biggest thing that new artists can learn from these Myspace success stories is that it takes time, effort and commitment to make the most of these services and parlay them into a financially viable career in music. There is much, much more to creating a ‘viral’ hit and amassing hundreds of thousands of streams than just putting up a catchy song and asking people to share it.
Here are five things that today’s independent artists can learn from the “Myspace Bands” of the mid aughts.
1. Use Your Page to Build A Brand
While pop-punk and other ‘local music’ wasn’t started on Myspace, it did become exorbitantly more popular because of it. People became “Myspace celebrities” and millions of ’emo swoop’ haircuts flooded the site as a direct result of kids trying to be like the bands they loved.
Your band does not need an emo swoop.
What your band does need is a definitive approach to the vibe of your online presence. In fact, many savvy new bands and managers are forgoing a presence on all social media sites to focus solely on Instagram. The reason for this is twofold:
- (a) the ability to really create a distinct visual, and
- (b) to take advantage of the opportunity for reaching a new audience via direct interaction and proper tagging (both hashtagging and geo-targeting).
2. Sell Without ‘Selling’
Not to sound all “business-y”, but Myspace was great due to the fact it created a viable direct-to-consumer situation for bands.
Is your band playing in a new city for the first time? Go through people commenting on similar band’s pages and reach out directly. If you do it right, you’ll be playing in front of some fans that are familiar with your music instead of an empty room. You can still do that today, but the key is to keep that casual approach that Myspace bands were built on.
“Hey I saw you were a big fan of Minus The Bear, Highly Refined Pirates is one of my favorite records of all time!” is a better first impression on a fan than “Hello, I play in Band X. We are playing in Aurora, Illinois tomorrow. Buy tickets now!”. Myspace taught us the key is to make people realize they want to be at your show, not just making them aware you’re in town.
3. Engage! Engage! Engage!
This one is pretty self-explanatory. If you’re an unknown band (or even a mid-sized one), talk to your fans. If you don’t another band will. It helps to reach out to new fans as well, but if you’re uncomfortable doing so at least reply to those that care enough about your work to reach out to you on Facebook or shoot a Tweet or Instagram comment your way.
4. Promote Your Promoters
Something bands and their teams often forget is that press and radio are two way streets. Yes, they are happy to promote your music, but they also have bills to pay and their own fanbase to grow.
I’m not saying you have to post every blog about your band to EVERY social media site but at least shoot them a tweet or retweet thanking them for writing the post. Same goes for radio play and YouTube, Apple or Spotify playlisting. This is something a lot of Myspace bands did great at and that’s why so many writers and radio DJ’s have been so loyal to them throughout the years.
5.Consistency Is Key
Myspace band accounts seemed to always have that green “Online Now” text flashing on their profile. This is because they understood that the more time they spent interacting with fans and building their network on the site the more it would translate to better attendance at their shows and more records and merch sold.
Don’t just sporadically post a Facebook status that you’ve got new music coming and then disappear for a few months. You don’t have to spend all of your time maintaining your band’s online profiles, but definitely make it a point to be active on it for a little bit each day.
You’re trying to grow a loyal fanbase. The best way to do so is to get fans onboard early and let them feel a sense of ownership towards your band. If you can’t afford to drop everything and tour 200 days a year, then social media is your best way to do so.
Just ask Tom.