Wednesday, February 15, 2006

How to promote dance music online

You might think you already know about how to promote clubbing and dance music online. You don’t. No one in the industry is.

The industry knows the benefits of online promoting, but the methods are out of date.

The old techniques are not working the way they used to, but clubland has not caught up. If you can harness the power of online promotion you will have a clear advantage.

And make lots of money. And have a great time doing it.

Find the right people.

Targeted marketing is an old standby. What targeting misses is this: within a group there are some people with more power. If you can influence those people then they will do the work effectively influencing everyone else.

Hint #1: there are very few of these "salesmen". You can get to know them very well.

Once you have found them, what do you do?

Start a conversation by telling a story

People want to know what is in it for them. It’s human nature. Does your online promotion appeal to people by telling them an appealing story?

Hint #2: A superstar DJ on the line up doesn’t tell a compelling story.

But it doesn’t end there. Once people have the story can they react to it? Can they talk back to you? Can they pass it onto their friends?

Your aim is to turn a story into a genuine conversation.

That’s when it gets exciting, because people start selling for you.

Wow people

Conversations and stories don’t just start. They have to have something different in them. I have talked about wowing clubbers before. Have you got a blog yet? Have you got a lens yet?

Hint #3: the cost of your lighting system doesn’t wow anyone (except lighting guys).

Make a call to action

Currently the call to buy comes first. That’s the wrong way around. Most people seeing "New release on foo records, click here to buy" won’t bother. There is nothing in it for them.

The story should come first, the details later.

Once you have someone hooked on your story they need to know how much it costs, how to buy it and what guarantees you have. There should be a clear call to take the next step and it should be something they can do easily.


This is a whole new world to everyone, including successful clubbing brands. If they are to remain successful they need to embrace it. Or others will overtake them.

So if you are one of the brands or one of the others why not drop me a line. I can help you navigate the maze.


This is part two of the "Promoting Online" series. To go back to part one click here.



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