Welcome to Part 8 of an ongoing, immediate experiment. For the last 7 weeks, and over the next 9, we’ll learn together as I (Secrets in Stereo) write, record, promote, and release my new album.
In Part 1, we got to know each other. I introduced myself and let you in on my motivation and goals for this project. In Part 2, I gave you 3 things that have allowed me to quit my day job. In Part 3, I gave you 5 things Music Supervisors want from you and your music. In Part 4, I told you 5 things I wish someone would have told me before I signed that contract with the licensing company. In Part 5, the 5 rules to follow when trying to get your music to Music Supervisors. In Part 6, we discovered the first 3 questions of Sorted Noise’s practice of Artist Positioning. And last week, we looked a look at Artist Positioning in action with Kesha.
The past 7 weeks, we’ve been looking back at what I’ve learned over the last few years. This week, I want to begin looking forward. Over the next few weeks, we’ll dig into the details of the strategies around the release of my next album. And then follow the results of those strategies to see what worked and what didn’t. The goal here, is we can not only learn from the specific tactics, but also the general structure of the process.
We’ll accomplish this by looking at everything through the prism of Objectives, Strategies, and Tactics. I’m sure you’ve heard those terms before, but have you ever used them as a musician? Well, you’re going to learn how. I know it’s not sexy, but if you want to be successful at this game, then you have stay focused. Setting overall goals, then breaking them all the way down to daily tasks is the only way to do this.
Specifically, this week let’s look at my Objectives and Strategies (Tactics are a whole other animal).
First, Objectives. The key here is that they are specific and measurable. In other words… numbers and percentages. You should be able to determine if you met or didn’t meet these goals at the end of the campaign.
OBJECTIVES FOR THE RELEASE OF THE NEW ALBUM FROM SECRETS IN STEREO
Remember, I have a different view of what “the release” is. For this project, I view the release as the first day I start writing. Because that’s when I plan to begin monetizing it. So, with that in mind, my 3 Objectives to be met by the street date of June 1st, 2010…
1. The Production and Distribution of the album are paid for
2. Double the size of SIS’s email list, Twitter followers, and Facebook fans respectively
3. Receive coverage from Music/Web 2.0 blogs (I realize this might lack a little “measurability.” But to be honest, if I receive any coverage at all, I would consider this objective reached)
Now, Strategies. These are your general ideas and concepts as to how to meet your Objectives. Each Objective might have multiple Strategies. And, then each of those Strategies might have multiple Tactics. So, it’s just a collapsable way to break things down. It’s helpful when you are determining your Strategies (or reading though mine), to constantly look back to your Objectives and make sure you are staying focused. The key here is that Strategies aren’t specific action steps. That would be Tactics, and we’ll get to that later.
STRATEGIES FOR THE RELEASE OF THE NEW ALBUM FROM SECRETS IN STEREO
Objective One
1. Connect with fans early, and give them a product and incentive to buy that product early
Objective Two
1. Create content worth spreading
2. Provide opportunities to spread that content virally
3. Reward those who spread
Objective Three
1. Create a unique story
2. Provide useful info
You observant readers might notice a few of the strategies actually being implemented at this very moment. But, don’t worry if you don’t. Next week we’ll reveal the real life actions that I’ve taken to meet these Strategies and Objectives, when we look at Tactics.
Until then!
Josh
www.secretsinstereo.com
www.twitter.com/SecretsinStereo
www.sortednoise.com
www.twitter.com/SortedNoise
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