Assemble Your Own Digital Toolkit  for Promoting Music

An interactive seminar by Inner Ear

Digital Toolkit

Inner Ear

• Use of social media• Radio Magnetic: our shop window

Compartments

• Networking• Content Management• Platforms• Promotions

Inner Ear

• Digital media production and promotion• Established 30 September 2000• Content creation

o Audio, video, blogs and images• Content communication

o Social media marketing• Training and consultancy• Use of social media

o Website http://www.innerear.co.uk o Ideas Blog http://innerear.posterous.com o Delicious http://www.delicious.com o Issuu http://www.issuu.com o Vimeo http://www.vimeo.com/innereartv o Twitter http://www.twitter.com/innerearuk

Radio Magnetic

• Inner Ear's own entertainment media brand• Alternative and underground music internet radio

station• Broadcast began: Monday 19 March 2001• UK's longest running independent internet radio

station• Shop front for Inner Ear• Promotional platform and testing ground for content• Online content and real presence at events• Active in social media:

o Blog-style website http://radiomagnetic.com o Facebook http://www.facebook.com/radiomagnetic o Mixcloud http://www.mixcloud.com/radiomagnetic o Twitter http://www.twitter.com/radiomagnetico YouTube

http://www.youtube.com/user/radiomagnetic

Terms and Definitions

• http://www.innerear.co.uk/glossary

• Digital media: content• Social media: conversation• RSS• Embeddable Media• Tags• Interaction:

o Friends, fans and followers• Services:

o Platforms, networks and tools• Web 1.0, Web 2.0 and Web 3.0

Networking

• Facebooko Example:

Shetland Folk Festivalo Tips: Engage with your

audience. Use Facebook to get in touch with other similar festivals and organisations and start a conversation with them. Make recommendations to your fanbase.

Be sociable, friendly, informative and human

Networking

• Twittero Example: Cambridge

Folk Festivalo Tips: Tweet regularly

and informatively in a friendly way. Always remember to reply to messages and Tweets directed at you. Start following people you want to target.

Be sociable, friendly, informative and human

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Content Management

• Blogo Example:

Phuturelabs (built in Wordpress)

o Tip: Plan what to say and when. Present and cross post your content. Blogs can also be used for basic project management. See also Tumblr and Posterous.

Content Management

• Ping.fmo Demo:

www.ping.fmo Tip: Don't try and

have a presence on everything. Choose the most appropriate services to suit your needs. See also Twitterfeed.

Platforms

• YouTubeo Example:

Pomplamooseo Tip: Watch YouTube

for trends. Be clever with metadata. Use search tactics to attract people then engage with them and build an audience. Use that audience to sell music and tickets.

Platforms

• YouTubeo Example: AB0181o Tip: Use YouTube as

a research resource tool. Engage with viewers through comments. Find out what people want to see and give it to them.

Platforms

• Bandcampo Example: Jaisuo Tip: Offer some

content for free. Allow fans to give you money. If using a pay what you want model, set a minimum.

Platforms

• Soundcloudo Example:

Numberso Tip: Think of

SoundCloud as a functional MySpace. Use it to share embeddable players of your tunes. Interface with Facebook. Make sure you own the rights.

Platforms

• Mixcloudo Example:

Radio Magnetico Tip: Create your own

on demand internet radio station. Mixcloud is the only fully licensed platform. Engage with other Mixcloud listeners from the community.

Promotions

• TwtQpono Demo:

www.twtqpon.como Tip: Create discount

vouchers and share through Twitter. Link to other services like TwtVite or Eventbrite.

Promotions

• We7o Example: Let's Get

Lyrcialo Tip: Compile, share and

embed playlists and tracks. All licensing covered by We7. Easily add music content to your website.

Further Information

• http://www.innerear.co.uko dougal@innerear.co.uko andy@innerear.co.uk

• http://www.delicious.com/innerear • http://www.slideshare.net/innerear • http://www.issuu.com/innerear • http://www.vimeo.com/innereartv • http://www.facebook.com/innerearuk • LinkedIn: search in groups for Inner Ear• Twitter: @innerearuk