Does Facebook Still Work for Promoting?

There seemed to be a time when Facebook was the Holy Grail for artists and promoters.  While it was gaining popularity (and Myspace was dying horribly)  everyone seemed to be paying attention. There was a novelty to seeing new events and new artist pages – people were getting excited.

Flash forward 4/5 years, add ceaseless daily updates and invites that became spam and you have a recipe for moaning about FB as a necessary evil and reduced attention from the public. “Attending” counts for Facebook are no longer as accurate as a gauge of actual attending, and people are less active in engaging and sharing on event walls. People mass-spamming tracks on walls gets them “hidden”. Of course Facebook is still considered by many to be a requirement for events and it will not be going anywhere for a while. One of the major problems with the ubiquity of promotion on FB is:

As soon as something becomes predictable to people, our minds shut it out automatically.

People may see a genuinely valuable post, event, track, etc. of yours but it may be consciously ignored or unconsciously filtered out because FB is now so overloaded with consistently irrelevant content. Weather you love or hate Facebook is besides the point. Your goal is to connect with your audience and compel them to take further action such as attend shows, download mixes, purchase your tracks and share your music. Here’s some actions you can take to get your push out to the public:

  • List gigs on the info column for Soundcloud through Sound Kick (post if you’d like help!)
  • List gigs on your website (ie: local DJ / designer Outsider)
  • Hand out flyers in person
  • Start a dialogue with your audience on Twitter (ask questions, engage in discussions)
  • Keep business cards on you
  • Hand out CDs (or even tapes) instead of telling people to DL your mix (many will forget!)
  • Send event info to media outlets such as cfuv 101.9 & Monday Mag (on time for cutoff)
  • Consider starting a newsletter to regularly update your fans

The key here is to have several routes of promotion you use consistently.

  1. Try every appropriate approach you can think of
  2. Experiment – see which ones resonate with your own DNA
  3. Refine the strategies and methods that work for you and get a response

(Note: I have chosen not to participate in Google+ at this time thus do not have any experience with it, but the agreement online seems to be that it essentially failed in it’s attempt to overthrow FB. Just like any process, if it works for you – use it. They just allowed pages for artists recently.)

What is your experience with promoting on Facebook? What do you do outside of it?



2 responses to “Does Facebook Still Work for Promoting?”

  1. Étienne says :

    I came late into the game… resisted Facebook for a very long time, so since I’m still “new” to it, I have not yet become jaded and numb. I pay attention to a lot of the shows, events, releases, interviews, mixes, etc on the different pages I subscribed to (and on Twitter). It is my sad realization that this is largely not the case for most and my contribution to the musical output is mostly still ignored. I’m a newbie as a producer and I understand I have to prove myself somehow. Since I’m not a Dj, how and where do you think I might showcase my work to gain exposure (I’m mostly looking for constructive feedback, which is even harder to obtain)?

  2. Sound Movement says :

    Étienne, I agree with you – honest, constructive feedback is somewhat rare, quite valuable and is not easy to come by passively. What comes to mind is giving feedback on your friend’s work (if they want it – not everyone does) and then sending your “finished” work to friends and requesting honest feedback in return. It may seem like a bit of a favor by asking for it at first, but as you build your skills, those people will eagerly await to hear your tracks. I suggest also send private requests to people in a skill range a bit above yours on soundcloud who’s tracks you enjoy and comment on and kindly request feedback. You’ve got nothing to lose there, especially if you are commenting on their work. I usually have 2 or 3 people who’s opinions I trust and will send work that I consider done (as well as I can at the time).

    In regards to “proving yourself”, I wish I had an easy answer (I’m still asking!). Keep working on improving your music and getting feedback. Try sending tracks to appropriate groups on soundcloud – this may earn you more followers (free downloads will increase listens). Grasp the Erro mentioned that upgrading accounts allows you to send tracks to many more people, I wouldn’t underestimate this. Sending tracks you feel are higher quality to DJs is good obviously. Perhaps even DJs that play online radio shows will help with exposure. Local radio stations are also required to play and announce Canadian content – I’m sure there is one on Montreal? Find out about their requirements for submission and don’t be shy! I believe “breaking through” as an artist is simply being in the right place at the right time with the right work done in advance. I hope to cover more on these topics – thanks again for the read and comment Étienne.

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