Hot Seat: Ariel Hyatt, Digital Marketing Guru

28 June 2010

How was Song Summit?
It was a spectacular event. The team at APRA put a lot of care and thought into it and you could tell. I always love events like Song Summit where artists get to come together and not only learn from seasoned music industry pros but also meet and network with other artists. I think a fundamental component to success is knowing like-minded people who can become part of your network and support you in this crazy music business - it’s crucial.

Did you get along to anyone else’s lecture or panel?
Yes, I caught the Management: The New Label panel with Catherine Haridy, Mark Richardson, John O’Donnell, Will Larnach Jones and Loretta Munoz and moderated by APRA’s Sally Howland and I loved the conversation that centered on how a lynchpin for your success is a capable manager - and how managers are coping with the ever-evolving business. I also watched the amazing Ralph Murphy from ASCAP in Nashville present his Murphy’s Laws of Songwriting, which was fascinating. I am not a songwriter or a musician but I am always riveted by the concept of song as commercial commodity. Just like with my area of expertise marketing, you have to put foresight into creating whatever you put out if your goal is to successfully connect it to a receptive audience.

What’s the biggest mistake people make in digital marketing?
The #1 mistake I see is artists’ approach digital marketing without a marketing plan, finite goals set, or a strategy in mind. It’s very easy to get overwhelmed and lose your focus with all of the social media platforms and online portals that require your attention and I see artists fall down all of the time because they did not stop to take the time to properly plan. One thing to keep in mind after you do get underway with digital marketing is: social media takes a very long time to feel a return on your investment time-wise and financially, as you can’t really assign financial value on trust building engagement with peers and fans.

What is the best way for people to rise above the clutter?
This is exactly what my panel was about. The conclusions we came up with are:
1. It all starts with compelling music and a stellar live show that your fans love.
2. You can’t rise above the clutter alone. You need a strong team around you helping you get the word out. But don’t let this scare you, a team does not mean a whole staff you pay a lot of money to have. At first you can start with the support of your mum, your sister, your little cousin, and your biggest fans. Anyone who can join you in helping you reach and connect with more fans will do!
3. Understand that to rise above the clutter you don’t need hundreds of thousands of fans or even tens of thousands of fans. You should work on strengthening your fan relationships one at a time and not overwhelm yourself with massive numbers. A few hundred solid connections will make a world of difference (and probably stress you out less to gather).

Why should a band have a MySpace?
There has been a lot of talk about the death of MySpace but it is still the second largest social networking platform online. We may not be using MySpace in the same way that we used to a few years ago, but it’s still the #1 A&R destination for music. People know how to use it, they know where the player is on each page, and they understand how that player works. You might be amazed how many people are still landing on your MySpace page and listening to your music even though they are no longer messaging you and ‘adding’ you there.

Can you tell us about 1,000 True Fans?
Yes I can with pleasure: 1,000 True Fans is an article written by Kevin Kelly a few years ago that put simply says: If you want to succeed as a working artist you need 1,000 ‘true’ fans who each spend $100 on you each year on music, tickets, merchandise, etc. you that you can have a sustainable living.

Why should people have an email database?
Simple: email is the most effective and proven way to make money from your music. We may spent a lot of time hearing about Twitter, Facebook Fan Pages, creating viral videos, Soundcloud, LastFM, blogging, podcasting, Internet radio stations, the list goes on and on, however, email newsletters are still where your fans will react to your calls to action and engage with your message. So having an email database and continuously building it should be at the top of your priority list.

Best campaign you’ve ever seen online?
There are so many I’ve seen but recently I would have to say Ellis Paul’s. Ellis has been a hardworking musician for 15+ years and he recently created a fan-funded campaign where he raised $130,000 for his new album.

Is social networking a waste of time for bands?
ABSOLUTLY NOT! It is second only to meeting them and bonding with them in person and it is very effective! Creating an emotional connection not only with your music but also with you as an individual is key!

Follow Ariel on Twitter here, or check out her website.