By Amir Said
A DIY System is simply an organized plan of action that an artist uses to do it for him or herself. Although there may be any number of factors that contribute to a successful DIY system, I believe that there are eight key factors to any artist's DIY system.
The BeatTips DIY Checklist: 8 Points of an Effective DIY System
(1) Assess Your Current Situation.
Assessing your current situation means honestly and objectively analyzing where you currently stand. This includes an analysis of your products and services, your talent level, the level of your contacts and alliances, and the city and region that you currently reside in.
(2) Create Your Own Style/Brand.
In a wide open music market, such as the one that currently exists, the best way to really compete is by offering your own unique style/brand. Although you may necessarily make the sort of music that falls in to one broad category or another, in order to separate yourself from the rest of the pack it's a good idea to create a sound and style that is truly distinguishable.
(3) Get a Website/Blog and Create Your Own "Web Space" and Marketplace
The largest advantage to any new artist in any new artistic medium is unfiltered choice. Today there’s an “infinite menu” of music. And in the web age, where radio and TV no longer serve as the chief purveyors of taste, ALL artists compete in the same space, with the same ground rules: He who wins a presence on the web, wins indeed. Indeed, "winning" is no longer measured by the metrics of enormous (hard to repeat) record sales, but by the amount “space” you create and expand online. And the ability for your presence online to expand is most directly related to your own website/blog. Without your own website/blog, it is virtually impossible for you to build a following for your products or services. Bottom line here: You must consistently maintain your online footprint; and you do that by (1) recommitting yourself to the task of making your web property (or properties) the best experience(s) that it (they) can be; and (2) by building up social equity with the people you encounter, especially the people you interact with in social media networks.
(4) Create your own Sales & Distribution System
Traditional distribution channels, such as large retailers and major/indie distributors are no longer the only game in town. In today's music sales environment, there are a plethora of options. Aside from the many digital download options, you can also sale and distribute your product or service directly from your own website.
In this case, the easiest way to take online payments is through an all-in-one payment gateway system like PayPal.
(5) Build a Solid Fan Base.
No matter what product or service you offer, there is no group that will consistently support you more than a solid fan base. But how do you start a fan base? Well, first of all, the oft-repeated notion of starting a fan base is flawed. You don't just one day decide to "start" a fan base like it's the push of a button. You have to earn a fan base; and once you earn it, you have to continue to maintain it.
So then, how do you earn a fan base? In order to earn a fan base, there are three things that you must do above all: (1) consistently create new product; (2) regularly offer something free, whether it be content or your side exclusive product; and (3) ALWAYS engage with your fan base.
(6) Create Your Own "Word-of-Mouth Chain"
In a global consumer market, one that is increasingly being powered less by mass media and more by niche-based consumption, word of mouth is even more crucial to the success of your products or services. Word-of-mouth marketing is certainly not new; however, within the old music industry and traditional media, word-of-mouth strategies were nearly always considered a secondary marketing apparatus. But things have changed dramatically. Because of the rapid emergence and direct influence of social media, word-of-mouth marketing is now the premier marketing strategy for all forms of entertainment, especially music.
Therefore, in order for you to compete in this climate, it is absolutely essential that you come up with your own word-of-mouth strategy. The best way to do this is to create what I call a "word-of-mouth" chain. A word-of-mouth chain is a network of people that is composed of your core supporters and their closest peers. It's important to note: every person in your word-of-mouth chain is essentially an independent marketer for you!
To assemble your word-of-mouth chain, begin with your most ardent supporters. Identify those people who repeatedly support you and take the time to have thoughtful exchanges, via message boards and/or through email. As these people make themselves known, be sure to trade updated contact information with them. Next, let them in early on all of your upcoming products or services; and even grant them access to much of your past works (if you have any). Also, whenever possible, directly invite them to help you market your products or services. If you follow these basic steps, you will inevitably build solid relationships—friendships—that you be able to count on for your word of mouth of campaign.
(7) Manage the Rights of Your Music.
Even if you make a song/beat, and upload it to your own site, your music is NOT as protected as you think; you still need to maintain evidence that you are indeed the copyright holder of that music. Most people get caught up with the idea of sending their music off to the U.S. Copyright Office. Indeed, at some point, you may need to do that. However, perhaps an even more efficient way to "manage the rights" of your music is by joining a performing rights Society like ASCAP or BMI, and filing your music with them each time you create something for commercial release, or let's say, for a promotional mixtape.
(8) Understand the Music Business System and Its Relevant Sub-Systems.
The music business system is a phrase that I use to describe the fundamental framework by which the music industry is organized. Up until now, the music business system was defined by the formulaic manufacturing of a few clear "hit" records, whose channel of distribution was controlled by a few major companies. Today's a whole different system, specifically because there's no longer a dominating mainstream that dictates what music listeners hear. In fact, "mainstream" is actually a relic notion of the old music industry; micro-streams of shared interest is the new way. Having a clear understanding of this fact, is absolutely essential to your bid to do-it-yourself music-making.
| *Please note: Any effective DIY system requires planning, sacrifice, investment in both time and money, and, finally, reaching out to pivotal people within your field of skill and interest. |
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Unless otherwise noted, All information, articles, editorials and the like within the BeatTips.com DIY Resource Center and the BeatTips DIY Checklist are written, outlined and arranged by Amir Said. Copyright © 2009-2010 Amir Said.
