Evaluation of the audience and market research for the EP “MonoTonic”
Being fresh upcoming artists primarily unknown in the vast growing music industry requires well-tailored promotion tactics. It is most important to identify the scenes and genres in which the music created for the EP can be categorised. The music contained on this EP falls under the broader umbrella of Electronic Dance Music but could be characterised as Future Bass, Deep House or 2-step.
There are two ways in helping to establish a fan base. The first is to expose music to the listeners by utilising platforms like Soundcloud and the social media for instance, and by this trying to gain followers the slow way. The strategy that artists should take is to follow and comment on profiles linked to similar artists. This method, however, may not give good results mainly because of lack of the promotion and relying on random searches. The second would be to obtain a fan base through well-timed and carefully planned tactics, this way will be far better for the promotion of the EP and if it fails the first method can still be implemented.
To help with the bringing the EP to the market the creators need to become promoters and have to be able to reach as many people involved in the scene they identify as possible. For this to be achievable, the Authors need to take a few steps. Firstly the sound quality of the EP needs to meet all industry standards, and the EP cannot sound worse than all those available on the market. To help accomplish this, the authors should use professional mixing and mastering services. This method might be expensive, however, in juxtapose with DIY, less time will be consumed and will yield better results as professionals will do it with more experience.
It is essential to reach the biggest audience as possible and as quickly as possible before saturation of the marketplace occur. To accomplish this, the creators will need a good promotion plan, ready to utilise at one go to achieve the domino effect.
The Soundcloud account needs to be set up for the collective behind the EP and the content uploaded there privately so no one without the link can gain access to it, as well as an email connected to this account helping with organisation and communication. A twitter account is also helpful, supporting communication with the key contacts and helping with self-promotion. Very important also will be creating the Facebook fan page.
With all the research conducted, a list containing points of contact over all the different platforms for those who identified as the gatekeepers and tastemakers must be compiled. These can be Soundcloud profiles of the re-posters among them the record labels, Twitter profiles, emails, Youtube channels and Blog/Web magazines sites. The Authors will build a rapport with as many as will engage as possible, sending polite emails/messages about appreciation for their works and that they are in the making of the EP, this could lead to conversation and help further build relations. After contacts show signs of interest, they will be informed about the EP being finished and that the final mix and master are underway, contacts will be allowed access to the private Soundcloud release. The point in this is to make these persons feel that they have exclusive access to the EP. Moreover, exclusivity is essential because if at this stage of building relations, contacts may feel like they have not got first access to the release and they might lose interest and not pursue it further.
After completing the stage of informing the contacts, the persons involved need to have relations maintained, asking for their thoughts and hints towards other potential contacts they might have and could link the Authors with them.
If the contacts are interested in the release, the musicians behind the EP will find out as much as possible in regards to how the contacts will help with promoting the release and what the next steps are that they will take with the EP (all of these will be noted beside of each contact). All this allows for the further collaboration and building of a good network. After successfully reaching reposting channels and after publications about the EP, the next step will be taken which is; utilising distribution channels like CDBaby and Bandcamp, allowing the EP to reach the wider audience. Music will be delivered to Spotify and Soundcloud. The creators of the EP will also take care for the promotion of their Facebook fan page, and this will be done by offering a free download of one of the songs in return for the "like" and the re-post of the fan page site.
Once all steps were taken correctly, and all contacts moved forward with the promotion and the music being available to anyone online the fanbase growth will be noticeable.
Break down of steps needed to take:
Send pre-mixed EP to professional mix and mastering engineers
Make an Artist specific email, Soundcloud and Twitter (private Soundcloud upload)
List points of contact for every one of the gatekeepers and tastemakers
Take time to talk with them and slowly plant our EP into the conversation
Wait for the right moment and tell them the EP is being mixed and mastered
When as many of the contacts show interest as possible, send a private link
Time CDBaby and Bandcamp Right
Getting access to download codes for promotional track and the Facebook fan-page promotion.
