Indie Marketing and Design for Bands

As someone who has never been successful in the music industry, I feel especially qualified in telling other people how to be successful as musicians (and I’ll share some seriously quality music while I’m at it).

If you’ve spent more than five minutes with me post August-2015 you know I played with a band. You probably know it was called Cherry Mellow (unless you happened to catch me talking about Twin Chameleon).

I saw (and still see) a lot of musicians pop on across all my social media feeds (even, annoyingly enough, on LinkedIn). Nearly every time I see a post I’m tempted to scream one of two things: either “STOP TRYING SO HARD” or “ACT PROFESSIONAL”; which is a lot like telling someone to simultaneously chill out and act like an adult. You need to try hard, and you shouldn’t act like an investment banker. There will be times when you have to do a 2am recording session, and there will be times you have to play for a crowd of five.

So, indie band, be yourself

Don’t try to imitate your favorite artist (either on stage or online). Don’t try too hard to self-realize and package that as a brand. You don’t need to “fake it ’til you make it.” Somewhere out there is an audience that will adore you and your music, and you’ll pay someone to brand that. Play as many shows as humanly possible, record covers, and write so many songs you lose track. Dylan Dunlap is an absolute master at this, and just wrapped up a US tour after busking nearly every day in LA. Everything he does is DIY, and his online engagement (probably) rivals his favorite artists.

The other part of this, is doing what you’re good at. Specifically, if you suck at tweeting, don’t use twitter. Focus on the platforms you’re being engaged on.

Keep it simple

I used to text my roommate a screenshot of every terribly designed piece of album art or promo I saw. So to avoid me talking behind your back, here’s my advice:

• Use a (very) basic font: Helvetica, Arial, Courier. If this isn’t hipster enough for you, or isn’t unique enough, you’re not using it right. TypeWolf is your best friend on this.

• If you can, use white or black text (not both, you're making music not memes). Filter your background (not too heavily) if need be. Try to keep it strictly horizontal. Keep everything aligned, don’t go all willy nilly. I know this is hard as you try to separate different pieces of information, but trust me on this.

• Find a look, but don’t look for a look. Your “brand” will come naturally if you let it. Your brand can be looking (intentionally) terrible.
• Either get a professional, or use an idiot-proof app (you’re not an idiot, but no one can expect you to be a musician and a designer). Adobe Post (now called Spark Post) is incredible for social media posts, and could even be used for quick album art. In the Spark Suite is also a web tool and a video creator, all aimed at people who aren’t designers/ web developers/video creators. Aaaaaaand they do easy animations for magical Twitter and Instagram moments (this is all free, I promise Adobe did not pay me to say all this).
• Extra Eyes. Get a pair of them on your next visual. Not your mom, not your drummer, not your roommate. A designer. A real designer (we love free coffee/booze).

Be Accessible

If someone finds you online and you have no music for them, your page is useless. I know you want to make money, but first you need fans (the real kind). Post your music, everywhere. I would argue that having your music on YouTube, Apple Music, Spotify, etc. is more important than a website. CDs are cool but unnecessary, download cards were never cool. Streaming is king right now.

Pro tip: record everything. This includes rehearsals, shows, jam sessions, your personal practice time, whatever. Don’t ever release this stuff, people subconsciously pair poor quality with poor product (this goes for design as well). But listen to it with your band. I’m not even going to explain why this is important, but you’ll get it.

Be confident

I can’t remember how many times I said “Yeah we suck” while promoting a show. Self deprecating is not effective marketing. I’m only go to your show if I think it specifically won’t suck. But, obviously, don’t be a douche.

According to Wikipedia, imposter syndrome is when “proof of success is dismissed as luck, timing, or as a result of deceiving others into thinking they are more intelligent and competent than they believe themselves to be.” It goes on to say that it is especially common in women. This does not apply solely to musicians. I’m now working my fourth design job and I still think to myself things like “if only they knew” and “I’m lucky they only saw.” This is not a pep-talk, this is legit. You’re good, act like it.