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Eat Marketing Sleep Marketing .Part 2

random thoughts:

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I think now is the best time to buy cars . Cause WTF is out ! buy buy buy !

Please read part 1 before proceeding .

But gap ,

If Tony Fernandes was the MD for Warner Music , what does he market ? Wait …He doing marketing? He is THE MD FFSAKE . MD doesn’t do marketing , TOO LOW LEVEL .

Wrong . A CEO , M.D , or a Chairman . You are still a marketer .

Marketing is not only about marketing your PRODUCTS . You still need to market YOURSELF , YOUR COMPANY , YOUR ASSOCIATE etc . But generally , if you are the M.D of a company , chances are you will KNOW what your marketing strategies are right ? (because you have to be a GM or some other high level position at the management or operational level before you become the MD? duh )

My point is , you wanna be a true marketer ?

Try to market , MUSIC .

Anybody , who experienced marketing in the music industry . Are the true MARKETERS . Such as Tony Fernandes.

I’ve tried many marketings throughout my life .

Guitars , Service , Lessons , network marketing , a new product , insurance , events , F & B , clothes & retail. You name it .

But nothing comes close to marketing MUSIC . I am hopeless in marketing music .

The goal : How to make people PAY for your music ? Fall in love with it and want MORE of your MUSIC !

First , Let us talk about marketing other products.

Guitars are fairly easy to market . Why ? Just say you sell second hand or Brand new Fender guitars , Fender has already done their marketing FOR YOU . All you need to do is tell people you are selling them .

Service & Information . You can market it through GIVING and using VALUES .

Products & Consumer goods .You can go market all the way from Quality , Specs , Value for money to Price .

Events & consulting . You can market it by telling your past experience or your reputation in the industry , just talk about all your successful projects . Do not mention the failures .

See , many industries has its on “direction” , they have the basic 4Ps already .

You already have your own target market .

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Marketing MUSIC is harder .

Who the hell are your target market if you’re doing POP ? Okay , if you’re doing PUNK maybe you can target kids , but do you know kids are more are METAL these days ? You’re gonna lose them once they get into metal .

If you’re doing metal , your listeners range from 12 years old all the way to 60 years old . What kinda lyrics are you going to write ? About how you hate your dad , about hell and Satan ? About Dungeons and Dragons ?

No target Market = No directions = Super hard to market .

The next problem ,

To the public , Music has no fixed cost . Good music is expensive and bad music is cheap . It is either “good stuff” or “crap”. Because they can get it for free through the internet , MTV and the radio .

Their perception and response is TOTALLY UNPREDICTABLE . An average guy can say it is cool, a musician can say it is SHIT .

Just say you bring in a new brand from U.S , just say “In and Out burger” …you see , you can easily reach those people who been to U.S before . They will think “hey , i ate that in U.S before”  ..Some people know , some people don’t know , people who know are easier targets .

But if it is a NEW MUSIC . The whole thing starts at 0 . Everybody has 0 thoughts and 0 perception on that new artist and that new song .

Now , i am not talking about the typical “how to market your music” article through myspace , blogs tips ..those are MARKETING MEDIUMS . I am talking about how to COMPOSE A SONG that WILL ROCK THE WHOLE WORLD FOREVER . Such as Sweet Child Of mine , smoke on the water or BEAT IT .

Something that people will remember FOR LIFE,  from the day they hear it , till the day they die .Like when you’re in a hospital bed and you’re dying , i whisper to your ears “hey you still remember Smoke on the water?” and you can go HELL YEAH , you can even sing out the Chorus and remember the tune .

The question is ,

How do you create and market a song , that is so addictive , that keeps coming up and playing on its own (in your head) , over and over again ?

A song that cannot get out of your mind .

One of the key components , is to create something that has a repetitive sound . It is a common concept by HIP HOP , R&B and Disco Artist . But the truth is , it is not quite the formula . It is too trendy , this month your hip hop addictive tune is the best , next month a new hip hop tune is better . It will never reach , A CLASSIC SONG STATUS . That is why , hip hoppers are struggling today .Their trend is dying and they know it.What happened to those hip hop tunes that were popular 2 years ago ? died . Classic rock that were on the charts 20 years ago ? still alive today ! Just play Guitar Heroes and you will see .

It is either your song is the real deal or nothing at all. The best example would be , “happy birthday” song . That tune is recognize not only by AMERICANS , but BILLIONS OF PEOPLE AROUND THE WORLD . How do you write a song like that ? How do you market a song like that ? How did that idea came out ?

How do you convince everybody , your music is the “good stuff”?

When you know how to market MUSIC , you can market anything in the world .

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come to think of it , how the hell did our generation LOVE ULTRAMAN . How did they market it ?

Btw , for those who are FULL TIME LOCAL MUSIC SCENE MUSICIANS. I know sometimes i am a broke ass cause i didn’t buy your album . But hey , i salute you . I know it is tough shit , you wanna play what you wanna play , at the same time you gotta write something that SELLS .

It is NOT COOL , to have that sound engineer editing your hard work masterpiece , into a sell out disco R&B dance tune .

On the other hand , there are people . who doesn’t give a shit about marketing . Yet because of word-of-mouth , people grab their products . Think when was the last time you line up at that famous road side nasi lemak store to taste that FINE ASS Nasi Lemak . This guys really save on marketing fees eh?

To the marketing firms and the branding firms .

i think you all are like kiddy bears .

Please .

I know you market this product and that product before , and it was successful .

I know you got alot of ideas

I know your experience much more than me .

You wanna prove to yourself you are a damn good marketer ? don’t go market products , those are simple crap , 80% already done by manufacturer , you’re just INTRODUCING IT to Malaysia . Thats a big difference between starting from scratch and introducing something new that is from overseas .

Those who talk like a pro , i challenge you

Go market MUSIC . Pick a Local Band . When you’re successful with them , then only you talk. Then you come and find me . That time i will gladly pay your Sohai Sky High Marketing and Branding Fee .