Online Marketing

The marketing world has changed dramatically since I wrote the first edition of The Tour Book. The use of online activity has become such an integral part of any musician’s marketing activity, whether a baby band or a global superstar, that it is sometimes deemed the holy grail of band marketing. Indeed, a band website is now lumped in with “traditional” marketing, such as radio and TV play. But, as I wrote in 2007, just putting up a web page or a social-media site and expecting to land a major concert tour is not realistic and simply won’t happen. You have to use your page as a point of contact and as part of an online community, so fans and industry people can instantly check out your music and, more importantly, spread their appreciation to other people. There are many tools available to do this, so develop a strategy to incorp....