Scheduled for December, events in Norway July 22 2011 caused Axmarck to pre-release Winter now.
“Written way back in 1987, Winter began as a small piano part that looped repeatedly until fading back into the void from whence it was born. For some reason, a theme from Silent Night emerged on top. Initially I was going to wait with this until December but in light of events in Norway July 22 2011, I decided to make it available although it is unmastered.
The shock of Friday’s events are still registering and create an overwhelming numbness that cannot be shaken off. My thoughts are with you, Norway.” Axmarck
Introducing Icelandic rising star Karen on a remake of a heavy hitting track from the 80s. The project is currently at tracking stage. Estimated time of arrival: Mid-August.
We have some high profile musicians backing the project with ace engineers. This track will but some energy into the peak of summer and explode on the scene before Labor Day Festivities commence. There are even plans to deliver it live during the weekend; details to be disclosed at a later date.
Perhaps a guest will appear on the single, perhaps not, let’s see. One thing is certain: there will be multiple versions released on this single with samples available for you techno lords out there. This is something you really don’t want to miss. Why does it say Karen Electric in the picture? Mid-August you’ll find out.
After dealing with artists at all levels in various genres across most regions of the world, the importance of having a solid game plan cannot be overemphasized. Why exactly are you doing what you’re doing? what’s the purpose other than gaining recognition and through that, the ability to survive on your own music? In a recent radio interview at Radio Saga her in Iceland where myself and Jay Nemor were present, the program host asked whether it wasn’t easier to break the market than before. Most think yes, whereas the answer is actually no – it’s harder than ever! Why?
Given the sheer amount of promotional tools available (Twitter, Facebook, iTunes, ReverbNation, Groovesharp, SoundCloud and on and on) plus a drop in price for mixdown, mastering and post-production, why is it harder to break the market than before? The answer lies in volume. In the ‘good‘ old days when the labels controlled the market and set the direction, an artist was basically guaranteed success simply by securing a label deal. The competitive element was getting there. Today, the competitive element is beating those millions out there that are doing the exact same thing that you are and creating such a buzz and noise that being heard over it is virtually impossible. Then how is it done?
First of all, the game plan identifies your target. What exactly is it you want to do or rather, where do you see yourself in 2 – 5 years? Being clear on what you want to do and what do you may have to do in order to get there is critical. Many are disillusioned regarding own ability and believe themselves to be a godsend to the music world. In most cases, they’re not. A manifestation of this is stubbornly believing what they churn out is perfect and cannot be made better. The reality is that things can nearly always be improved upon and the stronger the team, the more likely it is that the final result will in fact penetrate the barrier separating it from the market. Take Björk, for instance. She knew all along what she intended to do and, more importantly, also knew what she had to do in order to get there. Assembling a team of leading producers, engineers, graphic artists and professionals around her when striking out on her own put her firmly where she is today – an international icon. Also, and this is something to think seriously about, she didn’t really break the market until releasing a cover: It’s, Oh, So Quiet.
Once the target – what you want and have to do – is clear, working out the details is relatively easy yet time-consuming. This is hard work; the chances of being discovered out of the blue are remote at best, unless you pack charisma that will knock an entire stadium flat on its back. Some have just that; others need to work on it and still others will never get it. Charisma and radiance is an essential ingredient for live performances and for those that lack it, the best solution is to work around it by making the performance itself charismatic or rather magical. It’s all about entertainment and a show has to entertain. Back to the subject of work, where your time should be spent is dictated by the end objective. If your bag is live performances, making each show outstanding should take 80% of your time.
Building a fan base is both easy and difficult. Fans want to get to know you, so if you’re an introvert, chances are that your fan base will consist of very few similar minded individuals. Introversion is one of the biggest obstacles standing in the way of many artists and has to be dealt with. There are ways to work around such a problem, but as always, it takes work. Having a Twitter or Facebook account won’t do any good if it just sits there. In order to build and strengthen the fan base, share your thoughts with them or what you’re doing. Dropping hints regarding a recoding session, a concert or new song gives them something unique – exclusive information. Everyone loves knowing something others don’t for it makes them feel privileged. Give them that and they will love you for it. Also, they will become more loyal and also cause others to follow you since they also want to be privileged. There are ways to cut down the time you actually have to spend doing this and gadgets that help posting material all over social-world in one shot.
Image plays a crucial role in getting attention. Björk is a prime example of this and so is Lady Gaga. Gaga, or Stefani Joanne Angelina Germanotta, could have taken the Madonna – Spears – Aguilera-route (she actually bears some resemblance to Aguilera) and risen to medium stardom. Instead, she coupled that with Björk’s uniqueness (Swan dress v. Meat dress?) and assumed a position that set her apart. Most successful artists are smart as whips which is why they are where they are. When preparing your image, make sure it either represents you faithfully or that of your stage persona. The two can be completely different and often are. Björk (who can be occasionally seen in bars dressed and decorated like any other Icelander) is very unlike her stage persona, yet the two have one thing in common: consistency. Image has to be consistent or it falls apart. I often spot different images on band websites, Twitter and Facebook accounts, posters and track releases. The fonts are also different and the color scheme. This is a major no no. When releasing a track, change ALL imagery on ALL networks at the same time. This not only keeps everything fresh; it makes it much easier for new fans to find you.
Timing is something musicians often fail to utilize properly. Keeping a tight lid on everything and then blasting it out there usually doesn’t lead to success (unless the artist is very well known). Marketing is all about building a momentum and then increasing that momentum in order to build anticipation. Strategic leaks are very effective for this end, but they ought to be managed by someone who knows exactly how to do this. A leak is not the same as a strategic leak and often works in the opposite direction. Strategic leaks give the fan base and media something to mull over and speculate upon, even discuss in parties and get excited about. Lady Gaga’s stunt that she was a man dressed as a woman was sheer brilliance on par with the New Coca Cola strategy around 1995. I had no idea who Lady Gaga was until my daughter came to me with that, asking me what I thought. Since then, I always keep an eye out for Gaga is doing for she’s full of tricks that makes for superb entertainment and is actually very educational from a marketing standpoint.
When releasing a new track or album, begin leaking at least 2 weeks in advance. If you have to delay the actual release, do so but only once (twice if you really have to) and only by a week or so. Announcing delays only builds anticipation and feeds on market curiosity. Also, a delay is an ace opportunity to interact with the fan base across the social networks both from artist, manager and (if applicable) label end. A manager may state that the delay is caused by a specific issue; the artist may reveal a spin that shows a little of what is going on behind the scenes. Naturally all this communication is orchestrated behind the scenes and timed to build on the momentum.
This is long enough; if there are questions or comments, I’ll respond to them within 24 hours. Happy music making and good luck!
Scheduled for December, events in Norway July 22 2011 caused Axmarck to pre-release Winter now.
First of all, the game plan identifies your target. What exactly is it you want to do or rather, where do you see yourself in 2 – 5 years? Being clear on what you want to do and what do you may have to do in order to get there is critical. Many are disillusioned regarding own ability and believe themselves to be a godsend to the music world. In most cases, they’re not. A manifestation of this is stubbornly believing what they churn out is perfect and cannot be made better. The reality is that things can nearly always be improved upon and the stronger the team, the more likely it is that the final result will in fact penetrate the barrier separating it from the market. Take Björk, for instance. She knew all along what she intended to do and, more importantly, also knew what she had to do in order to get there. Assembling a team of leading producers, engineers, graphic artists and professionals around her when striking out on her own put her firmly where she is today – an international icon. Also, and this is something to think seriously about, she didn’t really break the market until releasing a cover: It’s, Oh, So Quiet.
Image plays a crucial role in getting attention. Björk is a prime example of this and so is Lady Gaga. Gaga, or Stefani Joanne Angelina Germanotta, could have taken the Madonna – Spears – Aguilera-route (she actually bears some resemblance to Aguilera) and risen to medium stardom. Instead, she coupled that with Björk’s uniqueness (Swan dress v. Meat dress?) and assumed a position that set her apart. Most successful artists are smart as whips which is why they are where they are. When preparing your image, make sure it either represents you faithfully or that of your stage persona. The two can be completely different and often are. Björk (who can be occasionally seen in bars dressed and decorated like any other Icelander) is very unlike her stage persona, yet the two have one thing in common: consistency. Image has to be consistent or it falls apart. I often spot different images on band websites, Twitter and Facebook accounts, posters and track releases. The fonts are also different and the color scheme. This is a major no no. When releasing a track, change ALL imagery on ALL networks at the same time. This not only keeps everything fresh; it makes it much easier for new fans to find you.
