Category: Musing on Music

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Teaching Ideas Pt 3 – Teaching is therapy

I think it’s safe to say that for almost every person playing a musical instrument, there’s a part of it that is about exploring a part of their character and personality that they don’t get to exercise elsewhere. Whether that’s me as a solo bassist writing music that expresses all the stuff I struggle to put into words (which is why so many of my tunes are inspired by death), or the bloke who works in a garden centre learning speed metal to play in a pub on friday evenings, because he’s desperate for the garden centre to not be the sole defining entity in his life, there’s something that music gives us that would otherwise be sorely missing from our lives.

Being a ‘bassist in a metal band who happens to work in a garden centre’ is actually a pretty cool place to be in life. It has cache with your work friends, it has the security of a wage from the job, and it’s not the kind of job that’s going to drag you off away from rehearsals with your band, which means you can be fairly well committed to what’s going on.

It also often means that you can afford to have – and have time for – lessons. So when I get to meet with players in that situation, and am entrusted with the task of providing them with the tools, the process and the inspiration to learn more about their instrument, my role becomes a rather therapeutic one.

It’s not good enough in that situation to dismiss the style of band the person plays in and hand them pages of scales and arpeggios to learn, along with a load of tunes that you the teacher like.

No, a degree of personalisation – both of content and delivery – has to take place in that kind of transaction for it to be of value. I spend the first couple of lessons with a new student discovering things about them – why they play, what they play, what they do when they first pick up their instrument, and technical bad habits they’ve picked up, any erroneous ‘rules’ they’ve been told by other people about what you can and can’t do with music, any bogus (or useful!) terminology they’ve picked up in the past, and what they instinctively are capable of.

I very often get them improvising in the first lesson, just as a way of showing how lax the rules are on what ‘works’ and doesn’t ‘work’ – within some fairly broad tonal boundaries, anything can sound ‘good’ if you keep it simple enough, and build on it… the value of discovering that creativity doesn’t require induction into Dumbledore’s Inner Circle or the Knights Who Say Ni! or something (see my Creative Choices blog post for more on that).

I also get them working things by ear as early as possible, and encourage them to experiment a lot with fun things that may or may not end up sounding cool…

Why? Music is an incredible space for us to stretch the boundaries of what we define as our own creative limitations. It’s an utterly benign form, given it’s completely abstract nature (lyrics notwithstanding) and as such the worst that happens is you make an unpleasant noise. So you can go nuts and see what happens – it’s like taking a wild lashing serve when you’re break point down in tennis, only nobody loses if you get it wrong. It’s like declaring your love for a colleague on the day they leave the office because you’ll never get another chance, only no-one’s going to laugh at you.

Music is a space in which people can discover what they are capable of, and a good music teacher makes that possible, inspiring and an attractive proposition.

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Teaching Ideas Pt 2 – There's no syllabus for punk and reggae.

In the last post, I mentioned that my main aim when teaching is to instill in my students a love of learning. A huge part of me having a right to teach them anything is me respecting the music they listen to. Nothing is a bigger turn off for a student that a dismissive teacher.

At one college I used to teach at, I got hauled over the coals by the head of the place for not giving my drum students a transcription of the parts we were working on when I was teaching them some reggae. “But they’ll never have to read reggae!” was my response. Doesn’t matter, was the come-back, they expect a transcription, it’s a music school and we’re meant to be getting all academic on their asses.

I didn’t give them a transcription. Why? Because Reggae is folk music. It’s an oral tradition, with musicians learning by listening and playing. None of the great reggae bands played off written parts, especially the drummers, and the nuance in the feel and timing in reggae drums would be impossible to notate. To give drummers a score to learn reggae would be like making them listen to Break My Stride by Matthew Wilder as an example of authentic reggae. It would sell them short, ill-prepare them for playing reggae professionally, and would be lying to them about how the great musicians who play that style learn to play like that.

The only place one is ever going to need to read a reggae drum part would be a theatre pit, and even then it’s more likely to just say ‘reggae feel’ or even more patronisingly ‘island feel’…

See, academics in general don’t deal well with folk traditions, especially not contemporary forms of folk music like reggae, punk, hip-hop… the magic in any of those styles is in the subtlety, not in the stuff that can be conveyed on a score. Handing out written bass-parts to ‘Anxious MoFo’ by the Minutemen or ‘Maxwell Murders’ by Rancid isn’t going to make your punk student a better punk player, but getting them hooked on Mike Watt or Matt Freeman’s playing might… That’s not to say they wouldn’t both make a cool transcription exercise as a way of introducing your lil’ punks to the wonders of writing music, but scores are not generally the way that material is passed around in the punk world, and to suggest that it is is disingenuous.

I’m not into lying to my students – I don’t want to make things easy for myself by selling them short on what’s going on with the music they listen to or want to play. If their aim is to be a rock star, I’ll tell them

  • just how unlikely it is,
  • how unpleasant an experience the road to ‘rock stardom’ is for most people and
  • how much better off they can be playing the music they love, finding an audience for it, and letting the ‘lottery of stardom’ bit happen by itself…

What I do want is to teach them

  • how to practice actual music – not just getting good at exercises
  • how to listen and dissect the mechanics of what’s going on in the music they love,
  • how the musicians they admire get to where they are (one of the beauties of having written for a bass mag is I’ve met and interviewed many of my students favourite players – always handy when I’m asked about a particular tune or technique 🙂 )

If I have students who play punk rock, I want to teach them the very best information I can about the world of punk rock, I want to show them how the great punk bassists get their sound, I want to introduce them to the music of the punk pioneers, the influencers of the genre, the attitude behind it… There’s nothing sacrilegious about transcribing punk basslines, but like reggae it’s largely an oral, experiential tradition – turning up to an audition for a punk band with a music stand and pile of manuscript is going to get you laughed out of the room…

As I said before, Context is everything, and there’s no reason to teach out of context, or lie about the context in order to try and shoe-horn one specific set of musical skills into a style that doesn’t require them…

Are there other artistic disciplines that have been spoilt by being “over-taught”? Does this happen with poetry and visual art, that the ‘academicization’ of it misses the mark for large sections of the discipline? Thoughts please…

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Teaching ideas part 1. There's no electric bass in most orchestras.

The state of contemporary music teaching in the UK is terrible. Actually, the state of music teaching across the board is pretty awful. But at least with the classical stuff, the method makes sense, even if so many of the teachers are failing to inspire the students (do a straw poll of the people you know, find out how many played an instrument as a kid, and how many quit in their late teens. The percentages should be 90% keeping it up. In reality, well under 5% of the people I know have stuck with it…)

The huge problem with the way that pop/rock/jazz/punk/funk etc. is taught in the UK is that most of the methods are still based around the classical idea that you’re learning repertoire. If you’re learning an orchestral instrument to play orchestral music, there is an expectation that you’ll play your instrument a certain way, learn how to take direction from a conductor and play the way other people want you to. That’s what orchestral musicians get hired to do. Because of this, a set of graded exams that measure how far along that widely recognised scale you are is a great way of providing benchmarks on your journey towards proficiency.

I think I’m on fairly safe ground stating that pretty much no-one takes up the electric bass (or guitar, or drums) in order to play in an orchestra. People play bass for a couple of different reasons – MOST (not all, but most) people take up bass to a) play the music they love listening to and b) form a band with some mates. (Despite bass being the greatest solo instrument on God’s green earth, those are the primary reasons people play it 🙂 )

I think it’s fairly obvious to anyone who stops to think about it that there’s no set path to aims as nebulous as ‘playing the music you love’ – what is the music you love? any stylistic boundaries? Any desire to put your own spin on it? At what point does writing your own music become important in the journey?

There are a million questions that can be asked, and the answers are different for every single person. Sadly, this wasn’t taken into consideration when most of the bass teaching materials I’ve ever come across were prepared – the old model of taking the student through a set course, as though this was the repertoire they’d need, is still the way that instruments are taught in our ‘post-repertoire age’.

I’ve never liked the idea of graded exams, I don’t like the way it says that your ability to play a particular piece, or to sight read (whether or not your area of musical interest requires it), or in the case of the ‘rock school’ grades, to ‘improvise’ in a style are measured against any kind of fixed criteria. It seems to fly completely in the face of what makes music special.

Most of all it ignores the fact that pop music is essentially folk music – music BY the people and FOR the people. It’s not an academic exercise, measurable metrically and verifiable by an examination board, it’s about self-expression, shared language and history, identity, culture, branding, etc. etc.

So what am I saying? That all music teaching is futile? That music colleges are a waste of time? Clearly not. What is vital though is that the skills being taught and how they are measured have to be demonstrably related to the end result.

I have a few rules for myself when teaching, and number one is that Context Is Everything. A huge part of the value of having lessons is learning how to learn – how to extract valuable principles and concepts from whatever the actual material is that’s being looked at. Whether it’s a group of notes (key/chord/scale), a rhythmic subdivision, the bassline to a song or an approach to improvising, there are lessons within the material that are found by playing with it in context. Remove the context, and the material becomes sterile.

I refer to this distinction in lessons as ‘active learning‘ and ‘passive learning‘ – passive learning is about learning the material as is, ticking a box and moving on. ‘active learning’ looks at what’s there and says ‘what can I deduce from this? What does this tell me about the way music works? what does this tell me about the style I’m exploring? What does this give me in terms of skills needed to write and perform my own music?’

Those are things that are incredibly hard to map out as a mark-scheme for an exam. Incredibly hard, but not impossible. It just relies on the exam board recognising the value in the musical relationship between teacher and student, the shared journey towards the student playing the music they love, and being able to express the music they hear in their head.

How we start to break down those aims is part 2…

Feel free to post your own experiences – good and bad – with music education, in the comments!

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Pick your Fantasy Festival line up

Festival season has begun – Glastonbury was this weekend, as well as the ‘Hard Rock Calling’ two day-er in London (went down there to see Eddi Reader play yesterday, and to see KT Tunstall and The Police today – all marvellous).

However, my usual reaction to festivals is *shrug*… I rarely see a festival line-up that really gets me excited, and as a result, I only ever go to one: Greenbelt (which I may or may not be playing at this year, depending on whether they decide to pay me… feel free to email them if you’re going and would like to see Lo and I play there…).

So anyway, who’s your fantasty festival top 5? – I asked this on Twitter yesterday, and got some really great answers. Some people posted twice, listing their ‘mainstage’ and ‘acoustic stage’ which seems like a nice split, so feel free to post those two lists. The only rules are that a) you’re not booking for a particular audience, this is about who YOU want to see play. and b) if you’re
a musician, it’s taken as red that you’d want to book yourself: only list people who aren’t you. 🙂

Comment away…!

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Buzz experiment thoughts: Measuring Levels Of Connection…

The other day I wrote my first post for MusicThinkTank.com – a really great collaborative blog with contributors from across the spectrum of ‘what’s happening in the music industry these days?’ – I was really excited to be asked to blog for them, as there are some fantastic thinkers writing for the site that I’ve learned a lot from over the years. (please feel free to read the post and comment over there)

One of the really nice things about writing for them is the brief to be brief. So my first post is just that – short and to the point. But it does mean that I get to expand on the thoughts over here 🙂

So, as I say over there, one of the things that the buzz exercises are making me think about and be more aware of is the whole area of ‘level of connection’ or ‘depth of impact’. There are two vague levels on which this stuff can be measured – abstract and metric. The abstract level is probably best summed up as ‘your own perception of the level of ambient awareness’ – or just the sense that more people seem to be clocking who you are and what you do.

The metric level is actually a whole series of interlocking metrics measuring LOADS of different ways that people engage with what you do: from audience attendance at gigs, CD and download sales, free download hits, web page hits, return visits, RSS feed subscribers, mentions on other people’s blogs and web forums, quantity of email interactions… etc. etc.

What’s vitally important to remember here is that what you’re dealing with is not a set of statistics that need improving, but a number of unique individuals who are all engaging what an aspect or aspects of ‘that thing you do’ in subtle and unique ways, and are all in a position to be drawn closer into what you do, if only it is presented to them in a way that is relevant and of value.

But in order to understand and quantify where each of those people are in their relationship with you, we first need to come up with some vague staging posts along the way, from no knowledge of even the area you work in to becoming a patron/sponsor/financier of what you do.

Let’s have a look at a few of those introductory stages:

Notice that a person’s level of connection with you begins before they even know who you are: knowing something about your field is a level of connection – it’s latent, but can prove vital to them a) finding you and b) understanding what you do. So for me, it really helps whenever anyone else is successful as a solo bassist and/or musician using looping. Every time KT Tunstall or Imogen Heap does some live looping on TV, it expands my pool of latent connection. Every time Victor Wooten plays a solo spot in a Flecktones gig, and a bunch of non-bassists see how cool solo bass can be, my pool of latent connection expands.

As and when those people are drawn into my orbit, they’ll have some frame of reference for what it is that I do, something to relate it to, a peg on which to hang their labels for it, beyond ‘nice music’. They’ll see it as a cool hip thing, and I’ll piggy-back on the residual level of cool that solo bass or looping has for them. This, in my experience, has way more real-world lasting value than the pretense that what you’re doing is utterly unique and groundbreaking. The majority of people connect better with familiarity than they do with ‘extreme novelty’…

The first level of actualised connection is name recognition. How many times have you had a conversation with someone who says ‘do you know ******’ and you say ‘I’ve heard the name’… and often you have. You know precious little about them, if anything, but their name is there, in your sphere somewhere.

If that happens 2 or 3 times with the same person, your curiosity is tweaked and you may google them, especially if you’re sat in front of a computer when it happens. And name recognition turns to first level engagement with what you do – finding whichever web-presence ranks highest in google for you and checking it out… So they’ve found you, and have done so based on the feeling that they might be missing out by not knowing about you…

The obvious point to make here is that this relies on them meeting 2 or 3 people who are inspired to talk about what you do – something that is latent in a lot of your audience, most likely. There’ll be a whole load of people who like what you do who don’t think to talk about it, cos they don’t realise you need it. As I’ve said many times, and will keep saying til people realise it’s true, I’m utterly reliant on word of mouth to get people to hear about what I do – both because I can’t afford broadcast ad-space and because I dip under the radar of most mainstream music media channels… the occasional play on Radio 3 or 6Music and the very occasional article in the national press can’t sustain any level of buzz enough to help support a career – though it’s great to have listeners now who first heard me on Late Junction or read about me in a mag (I’ve been interviewed by, reviewed by or featured in The Sunday Times, Jazzwise, Bassist, Guitarist, Bass Player, Bass Frontiers, Total Guitar… etc. etc. and lots of music related websites. Sounds a lot bunched together like that, but means precious little when spread out over 9 years in the context of building a career… …more on the real importance of reviews and interviews coming soon!)

But how is that measured? We as musicians need to make ourselves available for feedback – whether it be email, forums, tweets, myspace comments, blog comments, last.fm shout-box comments… Encouraging a culture of “letting artists know that we’ve found them and we like them” is a huge part of making music ‘sticky’, so that it pollenates beyond our ‘primary reach’.

So, comment thread: other than me (though if you’ve just discovered me, you can tell me where too!), who was the last independent artist you heard that got you excited? Feel free to video comment and play some of the music in the background 🙂

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Last.fm-buzzing – day one results + free stuff :)

OK, one day into the last.fm buzzing experiment, and the first thing that’s clear is that this is going to take a little longer. Twitter buzzing takes a maximum of 20 seconds beyond reading the blog post. You find a link, you twurl it, you tweet it. Simple As.

I did, however, have twice as many listeners on last.fm yesterday, compared to my daily average, and also visits to this site are also still up way above the average… Not sure how much of that is interest in me or interest in the results of the experiment. Either is good!

The Last.fm thing has a bigger pay-off – you’re listening to a load of music you presumably find interesting – but it takes a LOT more time, from the actual listening time, to navigating the site, to deciding where to comment, to finding out how this ‘loving tracks’ thing works.

So, here’s the first ‘prize’ for those of you that haven’t got it already: A free album to download from Last.fm – it’s my most ‘ambient’ album yet, with two massive long ambient epics, and a few shorter tracks, all to be downloaded and listened to in your own time. All I ask is that you sign up for last.fm and listen to them with the plug in switched on (once you’ve got it, if you set it to auto-load when you turn your computer on, you don’t even have to think about it, it just logs what you listen to, and when you want it to, can suggest interesting new music, or generate radio stations for you – all for freebs, how cool is that?)

What’s also note-worthy is that no-one has – as far as I can see – commented on there yet – I guess there are too many choices. So today, if you read this, please comment on the artist front page

I’m trying to find a way in their ‘music manager’ software of tracking when tracks are ‘loved’… the most obvious page for me to follow is the Fans page – which auto-updates whenever anyone plays some stuff on there. It’s great to see in real-time what people are listening to (though also slightly alarming when people start with my earlier albums – for some reason, the top two most played tunes on there are from Not Dancing For Chicken, which came out in 2002… guess you can’t control what people listen to 🙂

Anyway, the experiment goes on, please, join in today if you’re on last.fm, or fancy signing up, download the free album, and enjoy!

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The experiment Pt 2 – Last.fm-Buzzing

OK, Pt II of the experiment is an easy-ish one, if you’re already on Last.fm.

In case you don’t know, Last.fm is an online radio/playlist/social network site – the heart of it is an ENORMOUS catalogue of songs, many of which can be streamed on demand, and all of which crop up in radio stations, based on the music that people who like what you like like. 🙂

There are also artist-specific stations, (you can go there and listen to ‘artists similar to Steve Lawson’, for example, and will get a play list of stuff that’s listened to by people who listen to me…)

So, here’s today’s experiment (feel free to sign up to last.fm if you’re not on there already).

there are four bits to this –
1) Listening
2) Tagging
3) “Loving”
4) Commenting

A little more detail on each:
Listening is easy – just head to my last.fm artist page and hit play – for the track to register, you need to listen to at least a minute of it I think, so if you do skip around a few tracks, do play more than a few seconds of each one.

Tagging is also dead simple – when you go to my artist page, you’ll see ‘User Tags’ in the top right of the screen. Click on ‘Tag This Artist’ underneath it, and start by clicking on each of the ‘popular tags for this artist’ that you agree with. The more times a particular tag is used for an artist, the higher they ‘rank’ in the radio stations associated with this tag – more taggers=more radio play. Feel free to add your own tags too, by typing them in the box.

Loving a particular track can be done either in the embedded player on the site, or via the downloaded Last.fm client – just click the big heart button when you’re listening to a tune you love, and it’ll bring it up more often in your radio station, and log it as something worth listening to.

And Commenting is again, I guess, self explanatory – you can comment on any page on last.fm – artist, album or song, so feel free to add more than one comment – a short comment on the artist page would be great, some more specific stuff on your favourite album of mine would be even better.

The purpose of this experiment is to see how deep the connection goes with Last.fm listeners, and also how much the radio stations are affected by this kind of thing – I get pretty accurate stats back from last.fm about how many radio listeners I’ve had, and can see the ‘recent listeners’ list for me as an artist, as well as individually for each track and album.

So go to it – you can even do a lot of the listening and loving here on the MP3s page, but you’ll have to head to last.fm for the tagging and commenting.

thanks so much! Those who comment and listen to the most tunes this week, that’ll add towards the Cd prizes, for sure!

I’m working on bringing some thoughts together about how we measure the quality of connection/interaction with our web-audience… will blog that soon.

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Twitter-Buzzin' – some early results…

Thanks so much to all of you who took part in the great Twitter-buzzin’ experiment! It was firstly a whole lot of fun and the most obvious traceable statistic is that it the number of unique visitors to my blog and the wordpress part of my site more than doubled, and unlike most traffic spikes, the ‘average time on site’ stayed as high as it does for my regular visitors… So the new visitors sent in by my tweetin’ lovelies were engaged to a greater degree than most of the random traffic that comes to my site without any ‘buzz generation’ going on.

However, what also became VERY clear is how impossible it is to accurately track the spread of organic buzz – or rather, it’s impossible to track buzz where the buzz-generators don’t explicitly sign up to being tracked…

What I tried to use was tweetburner, which tracks clicks on twurl.nl so you can see who’s been clicking your links, and, I thought, tracks who else had tweeted it. Except it only tracks accurately those who are signed up for tweetburner, not all twitter users (which makese sense, given data protection and privacy considerations, I guess!) – so while it does show the sites/external apps that are clicked on, it doesn’t say which account generated those clicks, which made it a lot trickier to follow. There are some indications, in terms of whose twitter URL the clicks originated from, but most twitter users are using a client of some kind…

I was able to get some more accurate stats by upgrading my MyBlogLog.com account to pro, and see more details about where clicks were coming from, and by cross referencing that with my Google Analytics stats, I get some idea of where traffic is coming from. But it’s all very much long tail stuff – loads of single clicks from disparate sources add up to a whole lot of traffic.

Conclusions Pt 1 –

And I guess that’s the nature of ‘buzz’, real buzz – it’s not about having one link appear on stumbleupon for a few hours, getting 500 visitors who never come back, and stay for about 6 seconds on your site. It’s about peer proliferation – friends telling friends, inviting them to check out something cool, something relevant, something connected, something of value. One of the interesting bits that was equally un-metric-able was the number of people who were listening to my (or mine and Lobelia’s music, since some of the twurl links were to youtube vids of us… ) – a few tweets came back talking about it, but again, unless people had opted in to having their music listening tracked by last.fm, or chose to comment or rate the youtube vids, the buzz was largely unmeasurable…

So in terms of prizes, I’m a little stuck at the moment to tell who got who to come here… but there’ll be another few parts to this experiment before CDs start whizzing their way around the planet, so rest assured, the prizes are still there to be had.

For now though, a huge thankyou to Banannie, Documentally, ihatemornings, knackeredhack, andycoughlan, t1mmyb, garethjms and to otir and tapps who took the concept over to plurk…

For now though, did anyone tweet you back about it? Anyone message you to say they thought it was cool? One day is a short time in which to track these thinsgs and I intentionally kept it as ‘spam-free’ as I could – I wanted this to be about a group of friends helping out and seeing what happened…

Pt II coming later – Blog-Buzzin’! 🙂

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The great "Twitter-Buzz experiment"!

OK, here’s the plan – I’m interested to see how much of a buzz a modest number of twitter-followers can create about a particular site/service/artist/whatever, so I’m running a competition, in which y’all get to come up with whatever ideas you like to send your twitter-readers back to my site, or to my videos on youtube, or music on last.fm. You could pick a fave song, video or blog-post and link to it, you could use it as an example of something, you could even just tell your twit-friends about the experiment (this isn’t a clandestine thing at all!) – it’s just to see how well twitter works for generating buzz…

The key to this is that a) the links are put on twitter, b) you use http://twurl.nl to shorten your url, and c) you tweet me the shortened url so I can retweet it and be able to follow the number of times its clicked as a result.

And yes, there will be prizes, which will include a few of my CDs, and some never-before-heard unreleased stuff, as well as previews of forthcoming albums (again, unavailable anywhere else) – a lot depends on just how effective the competition is – there’ll certainly be a top prize for the most amount of ‘buzz’ created, as measured in number of people clicking your link, which can be to a blog post, or some of the media, or the front page of my site, or whatever, and you can get other to re-tweet the same link, and it’ll count as yours…

If the results are interesting (and I’ll publish them all here), we’ll try the same with blogging about it, and then again with embedded widgets, with stumbleupon, and so on, and see if we can find which is the most effective form of ‘buzz creation’. And hopefully everyone will win – you’ll have some fun coming up with interesting ways to point people to what I do, I’ll get lots of new visitors to the site, a few people will get a load of great new music for nothing and we’ll all find out a little more about how this works. Oh, and whoever wins can write a guest-post here, outlining what they did… Does that sound like fun? Feel free to register your intention to join in in the comments below, then get tweeting.

Remember:
1. Use http://twurl.nl to shorten the URL (web address – you paste the address into the right field on the site, and it gives you an alternate one, that’s easier for me to track)
2. link to my website, a blog post here, a last.fm track, youtube vid, my myspace or reverbnation page.
3. only link to it on twitter
4. direct message me on there with the URL so I can retweet it, and then track it via tweetburner.
5. sit back and watch the prizes roll in.

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Social Media Thoughts 5: Sharing the Love pt 1 – fans.

If you listened to the podcast I’ve been talking about in the last couple of posts, you’ll know that one of the things I’ve been thinking about of late is how Social Media lets the story of what we do and why we do it be told in as many ways as there are people willing to tell it.

As an example, think of an album you like, and try and sum it up in one sentence – a slogan that would work on a bill-board. Then have a think about the diverse range of people who might listen to that music, and whether they would understand what it is that you’re describing. Are you using other music as a reference point, music they might not know? Are you referring to it technically in a way that most of the audience wouldn’t understand or even care about? Are you framing it culturally in a way that alientates parts of the potential audience? The answer is probably ‘yes’ to all of those, for some of the potential audience.

I’ve designed a few print ads in my time, most of them to run in bass magazines – easy target audience you’d think? Nope. For every bassist who gets excited over the ‘idea’ of solo bass, there are 20 who dismiss it before listening as a mindless technical wankfest. Musician-specific audiences are a mixed blessing. Sure, there’s a level of ‘wow’-factor that anything clever has for them that a lay audience may not have, but they’re also prone to listening with their eyes, so if you’re inclined to make music to be listened to rather than watched as a sport, it can be a tough crowd.

No, writing broadcast ad-copy is a nightmare, and very rarely worth the expense, if what you’re marketing isn’t a necessary utility.

Which is where the ‘viral’ aspect of social media comes into its own, and doesn’t just involve videos of cats being cute racking up 11 million views on youtube. No, I just mean us being able to talk about and share things that we think are of value to anyone else in our social networks.

There are two distinct sides to this – what we do as ‘fans’, which I’ll deal with here and what we do as fellow artists, which I’ll blog about shortly.

The fans bit is easiest – people who find what I do and like it can ‘share’ the page on facebook, ‘stumble’ it, tweet about it, or just send an ole fashioned email to a friend with a recommendation to check out a particular tune or artist. We can even buy music for them on iTunes, and can of course describe it in any way that works for us, using the promo blurb that the artist has on their site if we want, or just making it up. So someone finding me could send their friend some BS about ‘the UK’s leading solo bass guitarist’ or say something random like ‘here’s a song that REALLY reminds me of custard… can’t work out why’… either way, it’s a new story, it’s a story that has context, and history and shared language in a way that a broadcast soundbite written by a marketing person will never have.

The artist’s role in this is to resource those digging for info. Often I want to share music with a fair amount of context, especially if it’s great music made in a way that is relevant to a particular musician, so if I go to the artist’s site and find a description of how they made a particular sound or recorded a particular track, so much the better. If while I’m there, I read a bit more about why they make the music they make, and what’s going on with them, it provides even greater context for me, and also for anyone I point to the site.

The key here is understanding how and why we ‘get into’ a particular band. It’s VERY rarely through one listen to a song. Two things in particular make a big difference to the likelihood of us loving a band – context and repeat exposure.

In the bad old days, pre-internets, repeat exposure came either through radio or after we’d bought the record. So we had time to grow to love things, and often bought them based on reviewers or friends who acted as cultural gate-keepers. The need to buy on trust has gone, so the role of musical town-criers is less vital, and we can all play a part in sharing what we dig.

Three things are therefor vital for musicians to do –

1. articulate the need for some assistance – in the bad old days of Web 1.0, the vast majority of ‘web-savvy’ indie musicians played the ‘faux-major’ website game. Get a super flashy (often Flash-y) website design, and make it look like you are hidden behind a team of managers, designers, pluggers, PRs and a fancy schmancy rich label. Fake it to make it. It soon became very clear that audiences value interaction with artists far more than they are ‘wowed’ by faux-corporatism. So in the new web ecomony, we need to make ourselves available to answer our audience’s questions about what we do, invite their interaction with our process, and ask for their help! I UTTERLY rely on my audience telling their friends, family and social peers about what I do when they find something in it that works for them – and, leading onto number 2,
2.I try and make it as easy as possible for them (you?) to share things – at the bottom of this post, and any other post or page on my site, you’ll see a lil’ green logo that says ‘share this’ next to it – if you click on there, it’s easy to share that page or post on any social network you happen to be a part of – Myspace, facebook, stumbleupon, digg, del.icio.us, and a bunch of others I’ve never even heard of! that’s one of the main ways that people who have never heard me get to hear what I do – you sharing it.
3. The 3rd thing we musicians need to do is Show Gratitude – I’m well aware that you don’t NEED to tell anyone about my music. You don’t NEED to listen to me, or read this blog, or anything else – it’s a tragic pit that so many musicians fall into when they forget what David Jennings refers to in Net Blogs And Rock & Roll as ‘Jennings Law’ – “people make most of their discoveries elsewhere.” – no-one is hanging around twiddling their thumbs feeling like their monthly broadband fee is wasted cos I haven’t released enough music or written enough blog posts this week. In an attention economy, the onus is on me to be interesting enough for people to come and see what I do, and to frame the music is a context that hopefully inspires people to want to share that with their friends and peers, and to get the pay-off that they see it helping me…

So, in closing, it helps. If you’ve been sharing what I do with your friends, let me know in the comments below, and I’ll show some gratitude 🙂

© 2008 Steve Lawson and developed by Pretentia. | login

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