I get the sense that many managers and artists think online marketing tools determine the future of the music business.  The idea is that one of these platforms will replace the various channels of marketing we had available in the early ’90s (record stores, radio, MTV).  The sense among many managers is that “I don’t know what’s happening out there in the internets… so we better get our band on all of these platforms in case one of them breaks and our band breaks with it.”

Let’s be clear though, these tools are just that… tools for marketing your business.  They do not define your business.  Marketing tools and methods are constantly changing for all businesses not just the music industry.  Successful businesses don’t look at the changing marketing landscape and throw up their hands in defeat.  They merely recognize the changes and adapt their marketing strategies while keeping their core business in tact.

Your core business is creating music and getting people to care.  So… managers and artists, take a deep breath and relax.  Stay centered in your business – don’t let the internet company hype get the better of you.  Now look around at the various marketing tools available, analyze them and determine which ones will work best for you.  I’d propose that you ask other managers who are using some of these tools, get their opinion on it – ask if it’s working for them.  Or you can wait until a certain marketing tool has significant traction like Facebook.

Once you find your possible tools, start using the ones that you can embrace fully.  There is nothing worse than trying to do too many things, spreading yourself thin and doing each one halfway.  Your fans will notice.  If you want to get the best bang for your marketing efforts, choose your tools deliberately and focus your full energy on making them work for you.