![]() Songtrust, like the Trichordist, is working towards the ethical treatment of all songwriters by providing inexpensive access to the same royalty collection networks that established songwriters have had for decades. But if you can be genuine, creative, and consistent with your marketing efforts, you’ll hastily be absolved of any obscurity problem. There’s an undeniable art to effectively using digital to enliven – rather than irritate – your fan base. And while ‘marketing’ and ‘social media’ are dirty words to most creatives, your success of using tools like Facebook, Twitter, and YouTube, comes down to two steps: Rather than whining about the difficulties of the current music business, it asks each artist to embrace the incredible opportunities for connection with fans.ĭigital tools are an immense ally in creating and keeping these connections. Godin’s insight offers artists great hope. Someone’s going to show up and say: please endorse this brand of mouthwash.” “Someone’s going to show up and say: please sign this guitar. “If everyone knows your song, someone’s going to show up and say: come do a live gig.” says Godin. you are no longer obscure – the financial side of your business will follow along. Godin posits that once people know you – i.e. The biggest challenge for any artist to solve is the ‘obscurity problem’ – an idea coined by Tim O’Reilly in response to piracy. He believes this is the best time ever for indies. In a conversation between Arial Hyatt and Seth Godin, the bespectacled marketing guru sees things through a far more optimistic lens. Current thinking suggests that being an independent artist ‘sucks’ – paltry payouts from streaming services, your music as a loss leader, decline of album sales, EVERYTHING.
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