When Clear Channel controls the radio and the monopoly newspaper doesn’t like you, how do you win over new audiences?

The good news: there are many, many ways. Here are ten of my favorites.

1. Approach a local college or alternative radio station or community access cable TV station with a programming idea, like a live songwriter showcase. Other musicians will want to be a part of your show, and you’ll build an audience for your own music–and theirs.

2. Write CD or concert reviews for a local alternative (or mainstream) paper.

3. Give copies of your CD away to public radio and TV stations for their fund drive premiums.

4. Organize, publicize, and perform at charity events for your favorite causes.

5. Lead songwriting or performing workshops in the schools (these are usually paying gigs, and all the parents hear your name). Invite some of the kids to perform with you; they’re sure to bring a bunch of relatives along who will pay for their tickets and maybe buy a CD.

6. Announce your gigs in every community calendar. Newspapers, magazines, radio stations, community web sites, cable TV stations–they all run event listings. Type out one paragraph that includes a tag line about what you do, such as Sandy Songwriter, River City’s ‘Homegrown Bono,’ will perform labor songs and love ballads at The Trombone Shop, 444 4th Street in Downtown River City, Wednesday, January 15, 7 p.m. If admission is free or there’s a charity connection, say so. Include contact phone number and e-mail.

7. Find Internet discussion groups related to your cause. Whether it’s immigration, voting reform, peace, safe energy, the right to choose…there will be discussion groups online. Post responses and include a sig–a short on-line business card. Use different sigs for different purposes. Here’s one of mine (in a real e-mail, it would be single-spaced):

Shel Horowitz, mailto:shel@frugalfun.com, 800-683-WORD/413-586-2388

I make the world INSIST on learning why YOU’RE special

News releases, brochures, newsletters, ad copy, web copy, resumes, etc.

http://www.frugalmarketing.com * http://www.principledprofits.com

8. Set up a simple low-cost website. Include a couple of sound clips, pictures of you performing, a place for people to sign up for your fan newsletter, a link to your favorite musicians, and, of course, your tour schedule and gig availability.

9. Get exposure on other people’s websites. Write CD reviews, endorse their music with a blurb, submit articles on the local music scene…and always include your contact information and a statement that encourages people to visit your site.

10. Use the letters columns. Call in to talk shows. Post messages to Web forums…in short, use every feedback tool you have to spread the word.

Copywriter, marketing consultant, and speaker Shel Horowitz is the author of six books and publisher of five websites, five webzines and three ezines. His two most recent, Principled Profit: Marketing That Puts People First (http://www.principledprofits.com) and Grassroots Marketing: Getting Noticed in a Noisy World (http://www.frugalmarketing.com) have both won awards. He’s currently engaged in a campaign to get 25,000 people to sign–and spread–the Business Ethics Pledge: http://www.principledprofits.com/25000influencers.html

?Listen, you spoiled little cretins, the world does not revolve around you,? I patiently explained.

?You?re kidding right?? hooted my students derisively.

?Pick up your instruments, start together on the downbeat and count carefully.?

How many music teachers have had the first part of that conversation? Almost none, at least not out loud. The second installment is an every day plea for many.

Our youth-obsessed culture seems to make a liar out of me, but lest you think your work is in vain, let me present you with a few ideas.

One of the things adults commonly complain about in their later years looking back on school, aside from a lousy prom, was that they felt ?alone? and like an ?outsider?. The band and orchestra students that I have canvassed don?t often feel that way. Isn?t that interesting? I?m lobbying to have my son do a graduate research project on this issue. I?d love to see the results, wouldn?t you?

Common sense, that harbinger of things ?everybody knows? insists that if you learn to be part of a group that needs you in order to get something done, you will feel valuable and worthwhile. Anecdotal evidence supports this concept.

Our sports-mad country feeds us with stories of the scrawny child who becomes Mr. Olympia seven times, makes multimillions in movies and then governs California. What is often overlooked is that music serves many valuable parts of the maturation process that sports do not.

Let me elaborate briefly. Most people involved with music know the statistics. Music makes you brighter, helps you focus in all areas of study, gives you greater mastery over fractions than heretofore thought humanly possible, etc.

But here?s a thought for all those guitar players strumming alone in their garrets. When you have to listen and fit in, when there is the tyranny of a written part to play you are going to find yourself learning new musical concepts at light speed. Why? For the same reason that learning say, mathematics, is easier with some formal guidelines. Reinventing multiplication or discovering every formula newly takes a few lifetimes of inquiry, just check your history texts. Solitary inquiry is necessary and good and I hope it has a place of honor in everyone?s intellectual pantheon, but it cannot be the only method of realization.

One thing ensemble music instruction teaches you is that you must ?make nice? with others in order to get the job done. ?So what?? you say. It gets back to the heart of both of our issues.

One of the signs of maturity, which my adorable dumplings in the lower grades find difficult to exhibit, is one?s place and involvement in an activity. In spite of what our youth worshipping culture and media would have you believe individuals are generally not the most important things on the program. In music you learn that you can have a part that is vital to the results, but so are the other parts. Together you all help to create a whole that is satisfying to everyone.

This is something that musicians learn and team players discover, but many other people miss completely. Unlike sports where there can be a competitive factor to be the ?best?, music requires everyone be good to make the whole creative performance satisfying. This is an even higher level of sophistication than sports because creating your part well and thoroughly gives you no personal glory but makes the whole experience better for all the other players and the audience. And all without someone else having to ?lose?.

A good musician must practice alone but still be able to play with a group to create something larger than themselves. The product of this collaboration? All of us have favored pieces of music associated with the times of our lives, and a majority of those pieces were created within a group, rather than by a solo artist.

Both musician and listener profit from this synergy. With recordings you can hear your favorites repeatedly extending the memories for a lifetime. So, although the world doesn?t revolve around any one of us, the extended fruits of our conspiracies are definitely worth striving for. Go forth and make music for yourself and for all of us.

Suzie Hammond is a teacher turned writer and factotum for: http://www.musicalcompositions.net

There you may purchase and download sheet music for concert bands, choirs, chamber ensembles, jazz groups. See it, hear it,download it, rehearse it. FREE Newsletter and FREE Special Report written by Carl Hammond Phd. a 35 year international music veteran.

Well written interesting music for your groups to play right now via download. Score pages, MP3s to help you decide suitability.

When Clear Channel controls the radio and the monopoly newspaper doesn’t like you, how do you win over new audiences?

The good news: there are many, many ways. Here are ten of my favorites.

1. Approach a local college or alternative radio station or community access cable TV station with a programming idea, like a live songwriter showcase. Other musicians will want to be a part of your show, and you’ll build an audience for your own music–and theirs.

2. Write CD or concert reviews for a local alternative (or mainstream) paper.

3. Give copies of your CD away to public radio and TV stations for their fund drive premiums.

4. Organize, publicize, and perform at charity events for your favorite causes.

5. Lead songwriting or performing workshops in the schools (these are usually paying gigs, and all the parents hear your name). Invite some of the kids to perform with you; they’re sure to bring a bunch of relatives along who will pay for their tickets and maybe buy a CD.

6. Announce your gigs in every community calendar. Newspapers, magazines, radio stations, community web sites, cable TV stations–they all run event listings. Type out one paragraph that includes a tag line about what you do, such as Sandy Songwriter, River City’s ‘Homegrown Bono,’ will perform labor songs and love ballads at The Trombone Shop, 444 4th Street in Downtown River City, Wednesday, January 15, 7 p.m. If admission is free or there’s a charity connection, say so. Include contact phone number and e-mail.

7. Find Internet discussion groups related to your cause. Whether it’s immigration, voting reform, peace, safe energy, the right to choose…there will be discussion groups online. Post responses and include a sig–a short on-line business card. Use different sigs for different purposes. Here’s one of mine (in a real e-mail, it would be single-spaced):

Shel Horowitz, mailto:shel@frugalfun.com, 800-683-WORD/413-586-2388

I make the world INSIST on learning why YOU’RE special

News releases, brochures, newsletters, ad copy, web copy, resumes, etc.

http://www.frugalmarketing.com * http://www.principledprofits.com

8. Set up a simple low-cost website. Include a couple of sound clips, pictures of you performing, a place for people to sign up for your fan newsletter, a link to your favorite musicians, and, of course, your tour schedule and gig availability.

9. Get exposure on other people’s websites. Write CD reviews, endorse their music with a blurb, submit articles on the local music scene…and always include your contact information and a statement that encourages people to visit your site.

10. Use the letters columns. Call in to talk shows. Post messages to Web forums…in short, use every feedback tool you have to spread the word.

Copywriter, marketing consultant, and speaker Shel Horowitz is the author of six books and publisher of five websites, five webzines and three ezines. His two most recent, Principled Profit: Marketing That Puts People First (http://www.principledprofits.com) and Grassroots Marketing: Getting Noticed in a Noisy World (http://www.frugalmarketing.com) have both won awards. He’s currently engaged in a campaign to get 25,000 people to sign–and spread–the Business Ethics Pledge: http://www.principledprofits.com/25000influencers.html

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