Promotions Etiquette - What To Do and What Not To Do
There's a misconception out there that all promotion is good.
Just as with anything else, there is a right way of doing something and a wrong way. The majority of new aspiring artists lack knowledge in the many facets of the entertainment business and end up promoting themselves in a way that only hurts themselves. As we will discuss later in this article, artists often make a few common yet completely avoidable mistakes.
Promoting yourself the wrong way can have lasting repercussions on your career and most of the time, you wind up just spinning your wheels, never progressing.
The entertainment business is, as the name would suggest, a business. You have to understand that all functions and aspects are done by experts in each field. Marketing, Promotions, Recording, Administration, etc. The people that are hired in these roles have done this professionally for many years, and that's the reason they work with a major label or have landed investments to provide these services.
You can't believe that you can just come into the game, watch a few Youtube videos and documentaries, and think you are ready for the big leagues. That is an amateur and, frankly, childish way to think of yourself.
The biggest mistakes that happens way too often and common
- Spamming - Spamming means that you frequently send or post things that people didn't ask for—all you end up accomplishing is annoying them. This doesn't have to be through email. Spamming also means plastering your Soundcloud, Youtube, etc. on other people's pages.
- Sob Stories - Every single person has a unique story, challenges, problems, etc. However, STOP trying win to pity from people in order to sell yourself because you want to become famous and wealthy. People in this business get more of those types of beggars than they know what to do with. What they don't often see is artists that simply work, don't let their situation define themselves, and go hard for what they believe in no matter what the condition is. Do yourself a favor and stop with the never-ending excuses of "I don't have money", "I have it hard", "I just need someone to believe in me". Win by showing people what you CAN do, not what you can't.
- Persistence with Pestering - Persistence, applied intelligently, is an unstoppable trait. However, no one wants to be harassed and constantly bombarded with junk, so understand the boundary between being persistent and being a pest. You don't have to hit someone up everyday or every time you see them. This will get you blacklisted because now, you are making things awkward and uncomfortable. You'll resonate with other people as disrespectful because you don't care about that someone's personal space—all you care about is pushing your agenda. Instead, communicate with people like actual human beings. Hear what they have to say, then respond concisely.
The takeaway is that you MUST learn and understand the intricacies of how to appeal to people in a way that does not invade or disrespect their personal space. Even if you interrupt a couple having a meal by starting off your sentence with "I don't mean to intrude...", you're still intruding. Just because you acknowledge your action doesn't make it any less of an intrusion.
Understand those key points. Then, and ONLY then, will you start to understand the basis of proper marketing and promotions.