In this guest post, blues and rock musician Josh Urban shares the social media tactics he got from his recent railroad touring experience.
The greatest advantage of being an independent artist today is ironically also its biggest challenge: Anyone can jump in the game. So while the playing field may be level, it’s crowded. Access isn’t the issue – recognition is.
Here are 6 suggested tactics I’ve had success upping my game using Facebook, Twitter and Instagram to go beyond music and build a fan base:
Josh used Amtrak to tour the East Coast.
1. Create an experience
Good music and showmanship are vital — but here’s a radical idea: What if there’s even more that we can do?
Musicians have always been the ones bringing the coolest thing to town. If the traditional live show is already saturating the market, what else can we do to create an experience? In my case, I decided to take a tour by train, harkening back to the blues musicians of old. I invited people to virtually “tour” with me using hashtags and social media. I believe that everyone has a story, so I invited them all to share their worldview by using the hashtag #JURT (Josh Urban Rail Tour.)
“My stage became theirs as they posted text, photos, and ideas back to the tour, creating an exciting environment of inclusion, democracy, and conversation.”
At the end of the tour, I assembled all of the photos posted into a giant collage, a collaborative view of the world as we saw it. The question is: what can you do to create a unique experience for your fans? Ask yourself: Do I have interests outside of music I can draw on? Is there a cause I care deeply about? What else moves me?
2. Involve people
For a long time, I forgot the first word of the phrase “social media.” Unlike traditional media, social media allows conversation. Engagement with fans turns them into friends. People like to be heard, and to have others hear their opinions. Check out the comments section of a news article, and you’ll find folks debating viewpoints — and the input has little or no outcome on the story. It never seems to stop people, though!
So, instead of talking at people, I like to invite them to talk with me. Since they’re doing it anyway, we might was well have a conversation. The challenge: Give ’em something cool to talk about! My tour turned into not just a journey, but a sharing of sights and ideas for everyone. Plus, it made it a ton of fun! How do I suggest involving people? Which brings me to…
3. Make it easy
For me, I’ve never had much luck with asking people to remember things like “See this website on my CD? Go to that later when you go home and sober up, then follow the link, and like my page.” But if I’m putting on a colorful show, people are probably going to snap a few Instagram shots of me.
On the rail tour, I told them that if they simply use the hashtag #JURT, they’d be part of a worldwide project. I handed them a business card with the tour info on it and guess what – it worked great. It was easy, and most importantly, they were doing it anyway. I was able to throw a hashtag at them and get them to join in (and of course, follow them back on the networks!)
There are many other ways, but just remember: the simpler, the better. I love hashtags, because you don’t have to know the person to interact, which is vital for building a fan base.
4. Their words, not mine
People like to talk about stuff that involves them. My new EP does not involve a stranger yet, so no matter how loudly I shout about it, they have little reason to listen to it, assuming they’ve never heard me play. But, if they take a picture of me playing guitar and post it, now it’s in their worlds, and has something to do with them. This translates into interest, which turns into “Hey, I saw you in New York! When’s your new EP coming out?”
“The more you get people to talk about your music in their own images and words, the better.”
5. Crossover appeal
By getting out of your comfort zone, you end up meeting people you would normally never meet. Future collabs anyone?
With the rail tour, I was able to interest not just fans of blues music, but also people who were intrigued with the idea, or who liked any aspect of it, such as traveling, trains, adventure, or stories. It broadened my base, and made each conversation relevant to the project.
And believe me, I told everyone about it, meeting great connections accidentally! It also made it much more interesting to traditional media sources. I was able to successfully pitch the tour to radio stations, newspapers, and even community television. Another question to ask yourself: Who else besides fans of your genre would enjoy knowing you?
6. Refine
After every experiment, learn, refine and improve. (Examples of things I learned: never try to eat a microwaved bagel, and give magazines plenty of lead time to meet their publishing deadlines.)
Remember to get busking permits ahead of time!
I’m looking forward to applying those lessons — and others — when I tour again this week, this time on my Search for Good Tour. I’ll be touring by rail, playing children’s hospitals, street corners, cancer centers, and places that don’t have music. I’ll be looking for the people, sights, and sounds that rock the world and I’ll be putting some good on the news for a change. (You’re invited to join me, of course! Find some good, and post it with the #JURT hashtag!) I’ll be adding some other “cool factors,” such as bringing my home-built cigar box guitar and releasing an album on download cards in the form of a tour lanyard.
I’d like to end with six questions you can ask yourself:
- What can you do to create your own experience?
- How can you involve people?
- How can you make it easy for them to join in?
- How will they express it in their own words?
- Who else will this appeal to?
- What will you learn from the project?
I’d love to hear what you cook up! Leave a comment below with your social media ideas and questions.
Josh Urban is currently recording an EP inspired by his first rail tour, and will be touring by rail again to support its release in May and June of 2013. He firmly believes all the world’s a stage, as shown on his Instagram feed. He can be reached via his website, Facebook, Twitter @DontJoshMe and Instagram @JoshUrban.
In this guest post, full-time DIY musician Ari Herstand gives you tips on how make a profit while touring. Ari has opened for artists such as Ben Folds, Cake, Joshua Radin, Matt Nathanson and Ron Pope. His songs have been featured on TV shows like One Tree Hill and various Showtime and MTV shows. His latest studio album debuted at #11 on iTunes singer/songwriter charts. He writes an independent music business advice blog, 
