If twenty or so independent bands are asked where they printed their CD's, a good majority of them will say Disc Makers. Ask the same bands how they get their record digitally distributed, and many will say CD Baby. If you start asking about other product, such as posters, stickers, banners, and t-shirts, you will probably hear several bands mention companies like Vista Print, Custom Ink, and Fed-Ex.
Large national and international companies like these are good for one thing: they are wonderfully cheap.
At the end of the day, however, they lack something that is more important than dollar bills. They are missing the local community that might actually care about a young band's music.
At first it may be hard to see the advantage of spending 20% or 30% more for products produced by a local company. But dig a little deeper than just cost, and the advantages become obvious.
Any band's main goal is to build a fan-base in their hometown and nearby markets by getting themselves and their brand in front of as many people as possible. And local companies have local knowledge. They have contacts and communities of their own that could be of use to bands.
Say you need to press up some CDs, or your band needs another round of t-shirts. Sure, these businesses might be a little more expensive, but if you can find local grassroots companies to do this, odds are that company that has pressed CD's (or screened shirts) for dozens of other bands in the market you are trying to grow in. Plus, these businesses that you're supporting are likely to support you.
Do you think the agent at Disc Makers will ever come to see you live? Or the girl behind the counter at Fed-Ex will ever listen to your music? It is more than likely not going to happen.
But when you use people and businesses in your local community, they talk to other people and businesses in your local community. This is how a buzz starts.
The guy who runs the cool button printing business might know the girl who writes music reviews at the local weekly newspaper. Or maybe the woman who started the sticker printing company is having beers this weekend with the guy who books a ton of local festivals.
Small organizations that work with bands often sponsor events, send out newsletters, and have promotional opportunities. By using them, bands can greatly increase their chances of exposure.
One of the best parts about going local is you can invite a business owner out for a cup of coffee and rack his or her brain for ideas. Imagine that, a real face-to-face relationship! In this digital age, bands often forget how important those are and how much they can help a their career.
The lesson here is simple: support your community, and they will support you.
Large national and international companies like these are good for one thing: they are wonderfully cheap.
At the end of the day, however, they lack something that is more important than dollar bills. They are missing the local community that might actually care about a young band's music.
At first it may be hard to see the advantage of spending 20% or 30% more for products produced by a local company. But dig a little deeper than just cost, and the advantages become obvious.
Any band's main goal is to build a fan-base in their hometown and nearby markets by getting themselves and their brand in front of as many people as possible. And local companies have local knowledge. They have contacts and communities of their own that could be of use to bands.
Say you need to press up some CDs, or your band needs another round of t-shirts. Sure, these businesses might be a little more expensive, but if you can find local grassroots companies to do this, odds are that company that has pressed CD's (or screened shirts) for dozens of other bands in the market you are trying to grow in. Plus, these businesses that you're supporting are likely to support you.
Do you think the agent at Disc Makers will ever come to see you live? Or the girl behind the counter at Fed-Ex will ever listen to your music? It is more than likely not going to happen.
But when you use people and businesses in your local community, they talk to other people and businesses in your local community. This is how a buzz starts.
The guy who runs the cool button printing business might know the girl who writes music reviews at the local weekly newspaper. Or maybe the woman who started the sticker printing company is having beers this weekend with the guy who books a ton of local festivals.
Small organizations that work with bands often sponsor events, send out newsletters, and have promotional opportunities. By using them, bands can greatly increase their chances of exposure.
One of the best parts about going local is you can invite a business owner out for a cup of coffee and rack his or her brain for ideas. Imagine that, a real face-to-face relationship! In this digital age, bands often forget how important those are and how much they can help a their career.
The lesson here is simple: support your community, and they will support you.
