As part of Hypebot's 5th Anniversary, we're bringing back some of our favorite articles. This 100 Tips post needs some updating after almost 2 years, but aside perhaps from “Infiltrating Columbia Records Site With An Anti-Label Ad", it is one of our most read and linked to posts ever.
There's lots of great and simple stuff here. Give it a read and let me know in the comments section what you'd add and subtract to upate it. If I get enough feedback, I'll publish a revised version.
- Never leave promotion to the other guy. Depending on your point of view don't count on the label, band or publicist to do their jobs. Do it yourself or it may not get done.
- Know your niche market(s) or hire/befriend someone who does.
- Always think of the fans first when making decisions.
- Start early. Pre-promote. It allows time for viral buzz (aka free promotion) to build and ensures you'll get you a larger share of a discretionary spending.
