Generally speaking, back in the day targeted marketing consisted of creating and distributing a physical collateral piece at shows, coffeehouses, or other locations where you figured your fan base was hanging out. And while this guerrilla marketing technique is still useful and valid, the rise of social networking sites and other online tools available free or at low cost provide a trackable alternative that allows musician’s to laser in on their fans to create an effective community in less time and for less money.

You can’t have a discussion about social networking with out talking about MySpace. Liam McCormack, bass player extraordinaire in Fly Upright Kite has written a great primer on how to build up your base of friends on MySpace, and techniques he has found effective in using the site to get folks to your shows.

Promoting Your Music On MySpace: Making Friends and Getting Them To Your Shows

Dave Neupert is the CEO of M80 Interactive Marketing, an LA-based online marketing company. Neupert talks about how independent artists can use the same tools and techniques that his company uses to optimize your grassroots following to build awareness of your band online.

Ted Cohen is a former Senior VP of Digital Development and Distribution for EMI Music and currently a music industry consultant and co-founder of the consulting firm TAG Strategic. In this clip Ted talks about why MySpace has exploded in recent years, how he uses the site to find new music, and how making access to music online is a great promotional technique.


I recently had the opportunity to interview Bob Jamieson, former CEO of RCA Music Group. In addition to helping launch and establish a multitude of band’s careers (The Dave Matthews Band, Christina Aguilera, N'Sync, and Bon Jovi to name a few), Bob was also at the helm of RCA when Napster appeared on the scene in 1999. In this interview, Bob talks about the how important Dave Matthews Band’s community was in RCA’s decision to sign them, the reasons why Napster was so poorly received when it originally launched, and how the rise of the Internet has completely changed the marketing dynamic.

Why it is a Great Time to be a Music Business Entrepreneur

Online marketing is a HUGE topic, and this guide is designed to point you in the direction of just a few of the many resources we have on this topic on the site. Good luck!