This post is a strategy brief on relationship management, including six easy tactics that DIY, independent artists can use to manage valuable relationships in the media, the music industry and beyond.
To some, it may sound a bit silly to use a database or other technologies to keep track of valuable relationships…but if you are like many artists I know, who are often working on writing songs, recording music, managing band mates, keeping tabs on a rehearsal and show schedule, and everything else that is considered among the more “basic” responsibilities of an artist, it can be challenging to keep track of all of the names and relationships you encounter. And while I agree that on a core level, the music must come first – if you’re truly going to succeed in this business, there’s no question that you must also manage many relationships effectively. Here is a basic plan for maintaining media, music biz, and other valuable relationships that are vital to your success.
Keep track of every blog, newspaper, magazine, weekly, podcast, radio station, website, etc. that has ever featured, reviewed or mentioned your music or band. Start a spreadsheet to maintain and track the information. You can use Microsoft Excel or, if you’d prefer to use something free and web-based, try Google Docs. With a free Google email account (Gmail), you can access, use and save documents that are virtually the same as Microsoft Word, Excel, PowerPoint, etc. Or, if you want to really go all out, you can try a free subscription to Highrise – an application that my Scrappy Marketing friend, Mario, really likes.
Once you have a simple spreadsheet medium that you like, begin keeping records of everyone you encounter. This includes the name of the media outlet, the writer, blogger, DJ, venue booker or whatever media or music industry contact you may have. Be sure to find an email address, a mailing address and a phone number for each contact. Keep other basic information including the date you last had contact with them, what they said or wrote, and maybe take a minute to describe your relationship with them. It probably goes without saying, but please, back-up this file. I know you better than you think I do.
Now you have a basic database for managing your most valuable media relationships. This, in and of itself will do nothing for you. However, depending on what you do with it, it can be a truly valuable tool, contributing toward your ultimate success. Along these lines, here is an abbreviated, short list of some ideas of what you can do with the relationships you manage:
- Email and mail demos regularly. This tactic echos back to an earlier essay I wrote, titled “The Art of Frequency.” Of course, you don’t want to send out every demo you make. This could get old, even for your biggest fans. Instead, select a couple of your better, more promising demos and strategically send them out to your contacts – maybe once a quarter or once every six months. In the effort of relationship-building, many will appreciate an “inside scoop” on your music and will be glad that you thought of them.
- Circle a few random holidays on your calendar. A couple of weeks before one of these holidays, make some quick and easy crafts by hand and send them out to your contacts, letting them know you’re thinking of them and appreciate their work. By quick and easy crafts, I mean for you to take a brief flashback moment back to second grade…. pull out some glue, watercolors, construction paper and whatever else your creative mind will allow. It’s equally important however to not over-think this. Don’t make this difficult or time-consuming. Quick, easy and fun are the key elements to employ. As an example, Johnny Clay of The Dimes wanted to send valentines out to a short list of contacts that he wanted to show some appreciation for. So he cut out hearts of red construction paper and wrote a brief note on each one, along with a copy of the latest EP. There was nothing risked in this little activity (other than about $20 in materials and about $30 in postage) and he’s already had several people reply and thank him. Not bad, huh?
- The art of the hand-written note. I understand this might sound rather juvenile or cliche to many – but sending something as simple as a hand-written note is an age-old tradition that shows someone that you care and are thinking of them. Plus, if you want, it gives you the opportunity to hand-make a card and maybe include a custom-made CD for them to listen to. The CD can have some of your new songs on it or it can simply be a fun mix-CD of some new music you’re into. Better yet, along with the hand-written note, drop-off a cup cake to your contact at their office while you’re at it. I’ve never tried it, but I imagine Luciana Lopez or maybe Casey Jarman have received far weirder things than a hand-written note along with a delicious chocolate fudge-topped cupcake from Saint Cupcake. Before you roll your eyes too much, please give this a try. It’s much more effective than you think.
- Instead of sending the same boring email to your media and industry contacts every time you have a big show or performance you want to invite them to, do something different. Try one of these ideas:
a) Send them balloons with the information for the show attached. You don’t have to send fancy or expensive balloons. Just do a colorful bouquet of regular, latex balloons. Better yet, deliver them yourself. And if for one second, you think this would be embarrassing to do or might be beneath you – CHECK YOURSELF. If you can’t do the little things like this, you have no business getting publicity at all.
b) Write a cute, entertaining little story (no more than a paragraph) as the lead-in to the show information in your email. Sometimes the little things can make the biggest difference.
c) Remember to do the little things, like offering them a guest list spot. And when they show-up to your show, be sure to thank them for coming and have a conversation with them.
d) Take a picture of yourself, holding a sign, personally inviting them to the show. Again – having fun and showing some personalization are important.
e) In your email, include links to compelling media, such as a new video you made, a podcast you were recently featured in, a fun new promo photo, etc. Get outside of the box. Do something more than what every other Tom, Dick and Harry does. (Please accept my apologies if your name is Tom, Dick, or Harry.)
- If you have a blog or a website, occasionally make mention or reference of a couple of your most valued contacts. Of course, do it subtly, so it doesn’t look like you are bragging or name dropping or being too overt. You know? Get creative… For instance, you can say, “I’ve added a new demo on my blog… It’s dedicated to Barbara Mitchell because we know how she likes a good lap steel part.” You see, writers, bloggers and DJ’s often like to keep tabs on what is being said about them on the web, and they may occasionally do a little Google Search to see if there’s anything they’re missing. In fact, who doesn’t Google themselves from time to time? By doing this, your little mention will come-up in a search and they might appreciate the thought. It’s the thought that counts, right?
- When you are reviewed or mentioned on a music blog, in a weekly, newspaper, music magazine, etc…and when a DJ plays your song on the radio or comes out to your show…..and after you book a show at a venue that you’ve been trying to get into for the longest time…..THANK THEM. Yes, you do need to follow-up after these events and personally thank these people. Sometimes I hesitate to mention something like this, because I assume it’s a no-brainer… But then something deep, down in my stomach reminds me that many people miss this basic communication response. SAY THANK YOU. Again, handwritten notes make a surprisingly impressive impact in these situations, however I think even an email can be effective. Yes – anytime anyone mentions you in the media, you must thank them. If you blow this off or simply forget this basic concept because your are just “too busy”, it can have a unfortunately negative result. Not to mention, saying thank you gives you yet one more opportunity to have a “touch” with someone you value. Plus, this is part of being a good human. You know?
There you go… Now you have all of the basic knowledge, tools, plus a few tactics to succeed at managing the wide variety of valuable relationships you encounter on a regular basis. Every DIY, independent artist (or their manager) should be doing this, to some extent, if you truly want to succeed. If after reading this, you find that you still have some questions or want a tip or two, feel free to send me an email at ryan (at) petmarmoset.net.
