As the Music Stores Close, Labels find new ways to promote music

What’s up Nation.  This may seem a little off topic but bare with me.  If you’re at all in struggling music biz or just a marketing head like me, the New York Times had a really interesting story yesterday that I think might be worth your time to check out.  It’s about some marketing tactics used by an indie alternative rock label called Fueled by Ramen that generated some serious buzz and propelled them to some unprecedented SoundScan numbers. Here’s an excerpt:

On Dec. 11, the Web site for the band [and Fueled by Ramen artist] Panic at the Disco turned completely white, with no explanation. Before long, curious fans noticed that the source code for the page contained a clue that hinted at the release of the band’s new album, “Pretty. Odd.”

Over the next few weeks, other puzzles appeared that led to samples of songs, a blog entry from the band, and finally - through clues scattered around various Web sites - the cover of the album and the names of the songs on it.

Now I realize that most loyal Nation subjects aren’t indie alternative music heads but the message  transcends genre borders.  According to the John Janick, label head and the marketing scheme’s mastermind they “timed everything from late December through January to get people talking.”  By appealing to the curiosity of fans, Janick and Fueled By Ramen were able to not only get a swell of word-of-mouth promotion and buzz but also secure 8,000 pre-orders of “Pretty Odd” on iTunes, ultimately leading to a very hefty 235,280 copies since the project release in March.

These tactics aren’t just applicable to alternative weirdo rock bands.  With the music industry drying up the indie labels are now competing with the majors which is good, but there are also millions less customers as well…which is bad.  Whether you’re an indie music executive or an artist on one of the countless labels you have to subscribe to such grassroots tactics to make an impact on and push units.  Its a great read if you’re in the music biz or even marketing like me.  I’d love to hear your feedback.