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Increasing Exposure Without a Label?

So, I've had one song signed and I've attracted some interest in several other songs by a few labels, but to be honest, I've found that I'm not all that keen on signing away the rights to my songs for little/no money. It's just not worth it to me and I'm one of the few who can honestly say that I'm not in this for the money because I'm an old dude with a "real" career that I love and affords me the tools for my hobby. But, I would like to find avenues for increasing my exposure that don't require me to sign over the rights to individual songs. Also, one of my biggest goals with my project is to increase exposure for two of the singers/songwriters that I work with (Aliciya and Avonlea), because they're both younger, have a lot of potential, and have dreams of working in the music industry. Anything I can do to help them get more recognition and take that next step will only help all of the people that I work with.

As far as promotion goes, we've got my/our songs posted at several websites (personal website [www.cryophonik.com], myspace, soundclick). I've also got a local DJ (in the SF/Bay area) who is a big supporter of me and my collaborators. And, finally, I've got a self-produced CD in the works, but I'm still wrestling with how I plan on distributing it, which will ultimately affect how many copies I will need, etc.

So, I'm hoping that some of you younger, but more experienced guys with more wide-ranging exposure, connections, etc. could provide some insight and advice. How did you get where you are? What would you do differently? etc.?

Also, keep in mind that I don't consider myself a "trance producer" - I write and produce a wide range of music, including some trance, but I consider this project (i.e., cryophonik) to be a blend of IDM/EDM that is heavily rooted in melody, blends electronic and organic sounds, and usually features female vocals. So, I don't really want to be pigeon-holed as a "trance guy", one of the other reasons that I favor a holistic approach (i.e., CD featuring a variety of tracks) over the typical approach of signing individual songs to small genre-specific labels.

Hopefully all that makes sense. Sorry for the wordiness and any good advice is much appreciated.

I find that labels just do a better job somehow, unfortunately. I haven't been able to get anyone significant to play my (purposely) unsigned tracks. I think labels help because they just put a familiar name on something the DJ hasn't heard of.

you could do a few things depending on the amount of time you're willing to pursue. A few examples:

blogs -- blogs are still the number one way people find out about new talent, your best bet is to find some blogs that support your musical tastes (a lot of them really like finding new talent and sticking with them). for my kind of music hypem.com is great, it is a giant compilation of blogs that support the kind of music i make. i'm not too sure what trance might have similar.

P.R. -- a publicist will cost you a monthly retainer but can be a cataylst into SO many kinds of markets that are beyond even a labels reach (unless the label is big enough). a publicist will basically get you free media opportunities (interviews, sectionals, editorals, etc). The biggest example i can give of this is Steve Aoki. Here's a guy who doesn't write records but is in more music review magazines than anyone on the planet. His P.R. team is amazing even though he doesn't have a lot to show for it. I have a great recommendation for you on this if you're interested.

newsletter -- this is something i finally just got together myself. it is a great way to get new music heard, shared and exposed. it will take a lot of time to compile and organize but i know quite a few DJs/Producers who have successfully made a name for themselves using this.

hope that was some help -- Anthony

People classify free music as lower quality, so you are definitely better off having a label releasing the music.

You will get more exposure that way no matter what u do.

Of course, the bigger label the more exposure.. for the most part.

And if you work with singers and make good music you have a much greater chance of getting more exposure, as generally vocal tracks are more appealing to the masses.

I definitely agree with alanzo and Subtle that a label is my best bet, so maybe I need to think more about a label signing me as an artist and/or attempting to get an album signed, but that's probably a much larger hurdle with as many or more issues than signing individual songs would have. Subtle also raises a very good point about people perceiving free music as inferior/amateur.

quote:

Originally posted by Zombie0729 blogs -- P.R. -- newsletter -- hope that was some help -- Anthony

Definitely some good considerations there, Anthony! I've given some thought to hiring a PR guy/agent - I've used them in my former band days to book shows, but never to help distribute my own recorded music.

BTW - where can we check out your newsletter? Also, how do you get exposure to your newsletter and blog? Are you linked into some sort of network? I'll admit that this is new territory for me.

There is a sad fact in music, IT IS WHO YOU KNOW

What are some good publicists or places to look for that info? Same thing for booking agents? I have nowhere near enough time to continue and try to do it myself, produce, hold down my regular career, podcast, etc.

Thanks for any info you can provide

Start a weekly blog. If you have a fanbase that is into your type of music, they might digest what you mention on your blog. Say you mention you have a new release coming out in a month, well if your fans know that then there is a good chance they will relay that info into the different avenues of communication they use to talk about music or culture. You have to network with your fans once you have some, besides it would be fun to network with people that enjoy or respect what your doing.

I was reading up on how to get youtube views, and one way this guy successfully got viewers was making "how to" videos on various topics.

I plan on making tutorials to see how this goes.

unfortunately, i feel that on the internet there are more people who make music than those who listen to it. I see you post on KVR, and I think you know what i mean by this just by looking at the music cafe. They won't go in if you make a quality song.

People who make music are also fans of music, so tutorials might bring people in, and people might be even more curious about you to see if you have more tutorials, but while they're looking for that they might want to listen to your music.

don't know if my advice will work, but i'm just throwing out ideas. good luck.

My sister has gotten a few comments and views by posting up covers + original music on her youtube channel. She just posts them up, sends it to a few friends and leaves it there. Youtube's a fairly decent way to get views with little effort.

Lots of good stuff here. Here's a question: do any of you guys just send your tracks to some of the better known DJs in your area and ask them to be played? Any success with it? Are they getting played? Are people starting to know your name as a result?

Come to think of it, some of you guys probably ARE the better known DJs in your area, so do you guys ever receive unsolicited tracks from producers? What do you do with them?

Social networking
build your networks on MySpace and Facebook with people who you would like to make sure they are aware of you.

Send regular updates which they (or their agents) read in their news sections. And if you think you've got something really really special send the odd DJ a PM on top, as he might not want to miss out.

2 major gripes:
1. Nowadays EVERYBODY is making Trance Music, so the big names are flooded with wannabees spamming their tunes. So competition is a lot more dense and steep.
2. It also seems that everybody is in social networking for themselves. So small guys only want to piggybag ride on big names and big names are only interested in their customers/fanbase for their own exposure.

If you're VERY good, stand out from competition and bring something to the table, people want to invest as they see a potential money maker.

If you're one of many, you're just waisting their time as there are many to chose from.

So benchmark yourself against competition, here, on Beatport, JUNO iTunes, Radioshows. Does your final product stand out from competition? both on arrangement and sound? No one cares for the blood sweat and tears put into a production, it's the result that gets compared.

there is no altruism in commercial music....

If you really believe in yourself, start your own electronic label and just buy capacity from storebrokers, costs 2x nothing and you get your slots on all major stores. Again if you're good of DIFFERENT people will find you.

Try also get exposure on Youtube, Facebook and Itunes besides myspace. They are pretty good places for singers to get discovered.

being played by known djs would help

quote:

Originally posted by Ry Thomas There is a sad fact in music, IT IS WHO YOU KNOW

I agree, like a year before I started producing I was introduced to Anthony Acid and there was so many routes available had I been producing than.
Than like a year ago (6 years later) my brother said he works in the same office and is great friends with DJ Mirages father. I was going to send him some demos but just don't feel I'm consistent enough for anything like that.
And by the time I am, I prob won't have any more avenues showing up. I think the best way to go is to DJ, play some sick sets, get well known, do the social networking thing for a few years, and than start playing out your own stuff when you *know its worthy. Or find a well known DJ who will play your shit, maybe start your own label and take a gamble.

the dj is your best friend if you want your tracks out in circulation then this is a must a very big must at that.

Try youtube , facebook , but still , if your song is played by a big dj that would be best i guess.

Why dont you send some demos to a record label? Wouldn't that be good?


And hey , your songs are pretty good

start yer own label, its very fun and everyone on TA will hate u for it. but they dont buy music anyway, nor do they clubbing

My honest opinion is unfortunately there are a hell of a lot of people that won't listen to music if the artist isnt some huge name. And 9/10 times the only way to achieve this is through a label. It fucking sucks but in my opinion & experience it just is =/

The best way is to start your own label.
Or
You can spam the internet all you want...but the fact is there are thousands of others- probably just as talented as you- doing the same.
IT IS WHO YOU KNOW.

you need to go to gigs, and give the cds to the djs or their managers (or ideally both).
Talk to them if you can they are only human, and apart from the few arrogant head-up-ass ones, most will talk to you if you catch them at an appropriate time (like for example after they have finished playing the closing set)
In my work as a sound enginner for two of the best clubs in the world, I have seen so many people hand their demos to the djs- or give them to me to hand to them.
And you know what? they always put them in their cd wallets to listen to later. Thats right into the hands of the people who can play them (or sign them), and then if it is good, they share them with their friends etc etc. If its not up to scratch you may get some feedback from them too.
Keep doing it with quality material and things should happen.

Seen it happen plenty of times....


Im in the position where I can have one of my tracks directly to a lot of A list Djs within a few minutes, because i have built up contacts through the years and the course of my work with these people- or throgh being introduced to people through people.
Some have become very good friends too.

As always, put in the effort and you should see some reward. Sadly in the music business you need a LOT of effort....

Lots of good info here. As far as starting my own label goes, nah, that's not something I have the time or desire for. My feeling on indie labels in the EDM market is that it's becoming all too common for every producer to also be his/her label, and that is eventually going to kill the concept of the indie label, if it hasn't already.

Coincidentally, I was on another trance forum the other day and went into my personal settings for the first time in months to change my signature and, low and behold, I had several PMs that I never saw (apparently, that particular forum does not alert you to new PMs by default and I rarely go that forum anyway). Two of the PMs were from pretty well-known labels expressing interest in two of our songs. One in particular was a label run by a pretty well-known DJ. So, that brings me back to my original dillema - do I just go ahead and sign individual songs away, or do I hold out for what I really wanted to do: release a self-produced CD of my works, retain full rights to my songs, and look for other ways to distribute it. I have a suspicion that you guys will call me a fool for not signing the songs (and feel free to tell me that!), but keep in mind that I'm not in this for the money. Of course, signing a few songs to some of the better labels will definitely get me more exposure...

I actually had a chat with one of my professors about this yesterday... not sure exacly where he got this statistic but the average independant musician (not EDM necessarily) can live comfortably (can afford a house) off a rotating 5,000-10,000 person fanbase...

quote:

Originally posted by System101 I actually had a chat with one of my professors about this yesterday... not sure exacly where he got this statistic but the average independant musician (not EDM necessarily) can live comfortably (can afford a house) off a rotating 5,000-10,000 person fanbase...

Interesting. I have several friends, mostly former bandmates, who are still playing live and living pretty comfortably, but they're mostly doing covers or a combination of covers/originals and making their living off live gigs, rather than record sales. It seems like it would be a lot harder to make a living off recordings.

quote:

Originally posted by Ry Thomas There is a sad fact in music, IT IS WHO YOU KNOW

This isn't always true. I got on 2 of the labels I'm on by physically handing a CD with my tracks on it to a DJ when he was playing in town. The 2nd was by mailing a physical CD to the label which resulted in them emailing me, which resulted in the signing.

A lot of people believe strongly that it's all about who you know and when I had these things happen to me, I was constantly asked by my friends and fellow producers, who hooked you up with that or who did you know that set you up? It would actually anger me greatly that they would just assume this and I would quickly explain that nobody got me anything, that I achieved what I did completely on my own and not because anyone did anything for me. I realize this probably isn't the norm and that I have been fortunate. However I write all of this to encourage anyone that these things are possible and just because you don't know someone doesn't mean you can't achieve getting on a label.

quote:

Originally posted by cryophonik Lots of good info here. As far as starting my own label goes, nah, that's not something I have the time or desire for. My feeling on indie labels in the EDM market is that it's becoming all too common for every producer to also be his/her label, and that is eventually going to kill the concept of the indie label, if it hasn't already. Coincidentally, I was on another trance forum the other day and went into my personal settings for the first time in months to change my signature and, low and behold, I had several PMs that I never saw (apparently, that particular forum does not alert you to new PMs by default and I rarely go that forum anyway). Two of the PMs were from pretty well-known labels expressing interest in two of our songs. One in particular was a label run by a pretty well-known DJ. So, that brings me back to my original dillema - do I just go ahead and sign individual songs away, or do I hold out for what I really wanted to do: release a self-produced CD of my works, retain full rights to my songs, and look for other ways to distribute it. I have a suspicion that you guys will call me a fool for not signing the songs (and feel free to tell me that!), but keep in mind that I'm not in this for the money. Of course, signing a few songs to some of the better labels will definitely get me more exposure...

What I would do if I was in your situation. I'd sign those two tunes if its a decent label that is interested, get the exposure from those tracks, and then just make new tunes for your CD. That way you have a little exposure already to help your future CD sales and you can always make new fresh tunes to put on that future CD.

quote:

Originally posted by Kismet7 What I would do if I was in your situation. I'd sign those two tunes if its a decent label that is interested, get the exposure from those tracks, and then just make new tunes for your CD. That way you have a little exposure already to help your future CD sales and you can always make new fresh tunes to put on that future CD.

That's pretty much what I was starting to think.

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