Sunday, September 23, 2012
Is Your Written Communication Helping or Hurting You?
My personal experiences in the music industry as a performer, radio broadcaster, and retail salesperson have helped me to understand the importance of making a strong first impression. If you as an artist, want a successful career, you must be able to attract and maintain an audience that will be loyal. How you market yourself, will determine the cultural diversity of this audience.
Many independent artists cannot afford to hire a business manager or publicist to communicate for them, which means they are corresponding with the followers of their craft on their own. Therefore, it is imperative for the artist to be able to communicate effectively in a written form designed for publishing through social media channels, email, mobile marketing, and press kits. However, if the artist is in a position to hire someone, it is equally important for that individual to be a skilled writer. The writer has to be able to entice potential supporters to check out the artist’s media, as well as make the artist’s current followers feel as though they are maintaining a connection with the artist, when he or she is not on the stage.
Not only is the writing content important, but so are proper sentence structure, grammar, and spelling. These are some basic skills we all should have learned by elementary school. Unknowingly, the artist may be losing a new base of followers who may be turned off by his or her lack of professionalism. Also, although the artist may be catering to a certain niche, there should be a careful balance between marketing to their niche and making sure the content is inviting to folks outside of the niche. I have seen the websites of some Urban Music artists, specifically African-Americans, who tend to use a lot of colloquialisms (“slang”) in their press kits and on their websites, but from a marketing/branding perspective, this is not the place for them.
The music entertainment industry is increasingly trending towards more mobile access to artists’ media and write-ups. Social media can literally make or break one’s career in just a few tweets and clicks. Once the information has been posted or emailed, it will be passed on instantly and there is no way to get it back.
The lesson to be learned here is that the artist must pay attention to the details when communicating with a tech savvy audience, that now has an UNLIMITED pool of artists to choose from. The artist should definitely pay attention to their niche, but be aware of the fact, that the world wide web exposes them to a multiple number of markets nationally and internationally.
Written by Guest Blogger: Vince Wilson