The post-pandemic pamphlet picks apart Social Media, Livestreaming, Release Strategy and Digital Marketing in a bid to bolster artists' music business know-how
(Image credit: Robert Chavers)
In a bid to support up-and-coming artists and musicians as they take their first steps towards their musical career, Fender has unveiled its Artist Playbook – a free resource that provides current and up-to-date industry advice.
Split into four sections, the free resource addresses the topics of Social Media, Livestreaming, Release Strategy and Digital Marketing, and guides readers through 17 pages of advice that seeks to help the next generation of electric guitar and acoustic guitar players kickstart their career.
The playbook was composed as a result of the pandemic, with the folks at Fender aiming to capitalize on the most recent trends in music marketing, recording and distribution practice, including the increasing prevalence of Instagram, TikTok and home studio set-ups.
Author Ari Herstand writes, “It’s safe to say that 2020 was unlike any year in the history of the music industry. With the entire live music business shut down, artists got creative in how to engage with their fans and explore new revenue possibilities.
(Image credit: Fender)
“One thing that has been abundantly clear this past year is that there is no longer one way to ‘make it’ in the new music business,” he continues. “That is incredibly exciting, while also insanely daunting.
“Yes, artists theoretically can make a music career happen on their own, by themselves, with merely their phone, a decent mic and some WiFi. But where to start? Who to engage for assistance? How much time and money does it take?
“‘Making it’ has been completely redefined. [It’s] not getting signed. Not going viral. Not getting a billion streams. Simply, making a living doing what you love.”
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Key points from the pamphlet include the “50/50 Rule” – a strategy that suggests you spend half your time working on music and half your time working on your brand – as well as pointers on how to ensure you’re receiving your full amount of royalties.
(Image credit: Sophie Hur)
Other note-worthy points include registering with a distribution company, how to launch influencer marketing campaigns and how to organize your assets so your music-making and -releasing processes are as streamlined as possible.
“This playbook is by no means the end all be all for your artist journey,” writes Herstand in the conclusion. “It’s meant to help give you a starting point and some guidance if you choose to pursue these avenues.”
Matt is a Senior Staff Writer, writing for Guitar World, Guitarist and Total Guitar. He has a Masters in the guitar, a degree in history, and has spent the last 16 years playing everything from blues and jazz to indie and pop. When he’s not combining his passion for writing and music during his day job, Matt records for a number of UK-based bands and songwriters as a session musician.
