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Music Business Book

Music Marketing for the DIY Musician: Creating & Executing a Plan of Attack on a Low Budget

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Author: Bobby Borg

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Table of Contents

Preface
Acknowledgments
An Overview of the Complete Diy Marketing Process
Describe Your Company's Vision And Set Your Career On Course
Identify Opportunities Or "needs" By Conducting A Swot Analysis
Analyze Your Most Likely Customers And Target Your Market
Learn From Your Competitors By Conducting A Competitor Analysis
Demo Your Products And Services And Get Invaluable Feedback
Set Your Marketing Plan Goals By Using The Smart Model
Find The Right Blend Of "marketing Mix" Strategies To Achieve Your Goals
Assemble A Marketing Plan Of Attack™ And Present Your Ideas Effectively
Execute Your Marketing Plan Effectively And Get Results
Keep Learning About Marketing And Strengthen Your Marketing Muscles
Consider These Overall Thoughts Before Diving Into The Text
Describe Your Company's Vision
Identify The Type Of Company You Envision Becoming
Indicate What Products And Services You'll Provide
Determine Your Genre Or Style
Decide What Level Of Success You Wish To Achieve
Consider What Kind Of Industry You're In
Know What Identity You Want To Project Into The Marketplace
Write Your Vision Statement Paragraph
Marketing Plan Template And Example
Identify Profitable Opportunities or "needs"
Scan The Marketplace For Potential Opportunities
Match Opportunities With Strengths
Uncover Your Weaknesses
Spot Potential Threats
Write A Swot (or Oswt) Conclusion
In Their Own Words: Q&a With Ira Kalb, Business Consultant
Marketing Plan Template And Example
Analyze Your Customers
Identify, Segment, And Target Your Audience
Consider Your Data And Write A Customer Conclusion
In Their Own Words: Q&a With Nance Rosen, Business Consultant At Sandler Training
Marketing Plan Template And Example
Learn From Your Competitors
Identify Your Competitors
Analyze Your Competitors' Strategies
Interpret Your Competitor Data And Write A Conclusion
Marketing Plan Template And Example
Demo Your Products and Services
Develop And Demo Your Products And Services
Test Your Products And Services Out On Your Most Likely Fans
Interpret The Data
Write Your R&D Conclusion Paragraph
In Their Own Words: Q&a With Bianca Philippi, Founder Of Creative Insights
Marketing Plan Template And Example
Set Your Marketing Plan Goals
Make Your Goals Specific
Make Your Goals Measurable (or Countable)
Determine Whether Your Goals Are Attainable
Consider A Road Map For Achieving Your Goals
Set Your Goals In The Context Of Time
Complete Your Smart Goals Paragraph
Marketing Plan Template And Example
Develop Your Company's Brand Strategy
Review Your Research And Goals And Examine How They Relate To Branding
Choose A Company Brand Name
Design A Company Brand Logo That Pops
Create A Company Brand Slogan Or Tagline
Create A Company Brand Spokescreature Or Mascot
Consider Your Company's Brand Personality
Realize Your Position: Know Your Point Of Differentiation And Plan To Exploit It
Marketing Plan Template And Example
Develop a Brand Strategy for Your Products/services
Decide On Your Brand Structure
Envision The Best Names/titles
Use A Product/service Brand Slogan Or Tagline
Conceptualize The Right Design/look/mood
Define Your Product's Position And Exploit It
In Their Own Words: Q&a With Robert Liljenwall, Owner Of The Liljenwall Group
Marketing Plan Template And Example
Finalize Your Products and Services for the Marketplace
Create A Product And Service Development Plan
Finalize A Customer Service Policy: The "other" Part Of Product
Analyze The Features And Benefits Of Your Products And Services
Marketing Plan Template And Example
Devise a Pricing Strategy
Examine How Your Research, Goals, And Other Strategies Are Connected To Price
Choose The Pricing Strategies That Are Right For You
In Their Own Words: Q&a With Jeff Hinkle, Business Manager At Gso Business Management
Marketing Plan Template And Example
Establish a Place Strategy, Part 1
Consider How Distribution, Research, And Other Strategies Are Related
Create A Live-Performance Place Strategy
Develop A Place Strategy For Selling Your Recorded Albums
Marketing Plan Template And Example
Establish a Place Strategy, Part 2
Place Your Merch Effectively For Healthy Sales
Place Your Songs And Instrumentals In Film/tv/games And More
Marketing Plan Template And Example
Formulate a Promotion Strategy, Part 1
Create A Publicity And Public Relations Plan And Stimulate Free Promotion
Develop A Paid Advertising Campaign
Marketing Plan Template And Example
Formulate a Promotion Strategy, Part 2
Put Together An Online Marketing Plan
Use Word-of-Mouth Marketing (Womm)
Utilize Guerrilla (or "street Commando") Tactics
Marketing Plan Template And Example
Formulate a Promotion Strategy, Part 3
Develop A Radio Promotion Campaign
Align With Local And National Sponsors
Marketing Plan Template And Example
Formulate a Promotion Strategy, Part 4
Develop A Direct Marketing Plan
Think About Face-to-Face Selling (A.k.a. Personal Selling)
Employ Sales Promotions (Short-Term Incentives)
Marketing Plan Template And Example
Prepare a Measuring Strategy
Know What To Measure
Consider Your Sources And Methods Of Measuring
Convert, Analyze, And Take Action
Marketing Plan Template And Example
Assemble Your Marketing Plan of Attack™
Present A Front Cover
Provide An Executive Summary
Insert A Table Of Contents (Toc)
Complete And Format All Of The Templates
Build An Allocation Of Costs Table
Incorporate A Timeline Or Schedule
Add An Appendix
Execute Your Marketing Plan Effectively
Make Sure Your Plan Passes The Bullshit Test
Secure The Needed Funds Now
Remember Not To Wait Around For Others To Help You: Do-It-Yourself (Diy) Or Die
Be Ready And Willing To Go The Distance With Persistence
Burn, But Don't Burn Out: Nutrition, Sleep, Exercise, And More
Choose Employees And Band Members Wisely
Delegate The Workload Within Your Organization
Link Rewards To Performance Execution
Communicate The Sense Of Urgency To Get Things Done Now, Before It's Too Late!
Get Rid Of Complacency, Negativity, And Flakiness, And Do It Quickly
Embrace Industry Types, Movers And Shakers, And Company Deals Carefully
Always Give Thanks To Those Who Help By Practicing The Attitude Of Gratitude
Remember That Life Is Not Just A Box Of Chocolates
Continue to Learn About Marketing
Study The Life Stories Of Successful And Innovative Artists You Admire
Analyze The Careers Of Artists Who Have Failed
Study The Histories Of Companies Outside The Music Industry That You Respect
Examine And Learn From The Marketing That Is Around You Each And Every Day
Consider How Companies Handle Themselves In The Face Of Adversity
Analyze Why Some Artists Can Stand The Test Of Time And Others Fade Away
Study The Lives Of Great Leaders Throughout History
Read The Greatest And Latest Business And Marketing Books
Follow A Variety Of Marketing Experts On Their Social Networks
Subscribe To A Variety Of Blogs For The Latest Business And Marketing Information
Become A Member Of A Popular Marketing And Business Organization
Take A Continuing Education Class In Marketing
Take Advantage Of "open Course" Materials From Major Institutions
Get An Internship In A Marketing Company
Find A Mentor
Teach Others What You Know, And Thus Grow
Listen To Educational Radio Programs While You Drive
Read The Local Trades
Just Get Out There And Do It
Hire A Consultant
Complete Marketing Plan Sample
Glossary of Terms Found in This Book
Directory of This Book's Resources and Beyond
Additional Learning Resources
Assembling Your Marketing Plan
Branding Resources
Execution Resources
Measuring And Monitoring Resources
Place And Distribution Resources
Pricing Resources
Product Resources
Promotion Resources
Research Resources

Welcome to "Music Marketing for the DIY Musician", presented by professional artist, author, and educator Bobby Borg. Based on the author’s popular book, this university-level Marketing 101 crash course is for anyone who wants to understand the fundamentals of marketing.

Intended for creative, smart forward thinkers who understand the importance of planning one’s career from the ground floor up, this series will help you find a truly unique position in the marketplace that will set you apart from the masses.

How does this course work? First, in the videos, Bobby concisely explores and explains basic marketing concepts, outlining exercises that allow you to create the strong foundation necessary for building a successful, long-term career.

Topics covered include writing a vision statement, analyzing your customers, sizing up the competition, creating S.M.A.R.T. goals, and strategizing for success (with intelligent branding, product, price, place, and measurement practices), among many others.

Make no mistake: Music Marketing for the DIY Musician does not claim to be the last word in music marketing. It is, however, a perfect introduction to the field with a track record of transforming aspiring musicians from passionate hobbyists into well-informed, compensated professionals. Get your career going today!

Click here to purchase the companion book: print | ebook

Key Digital Print Features

We've built a new way to enjoy electronic print that you're sure to love.

  • Fast Loading Desktop and Mobile Experience (even with cellular connections!)
  • Auto-resume across devices
  • Quick search, note taking and bookmarking for easy reference
  • Responsive book design, so things look great on mobile too
  • * Internet connection required *

Chapter 1: Introduction

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    Introduction (2:07)


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    What Is Marketing? (3:18)


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    Why DIY? (5:29)


Chapter 2: Chapter 1 - Market Research and Goal Setting

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    Research and Goal Setting—Chapter Introduction (0:57)


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    Vision (5:15)


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    SWOT Analysis (5:06)


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    Customer Analysis (5:34)


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    Competitor Analysis (3:54)


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    Testing and Feedback (5:32)


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    Deciding on Your Goals, The SMART Model (4:27)


Chapter 3: Chapter 2 - Branding and Product Development

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    Strategy—Chapter Introduction (1:04)


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    Company Branding (9:33)


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    Product Branding (7:31)


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    Product Development (6:26)


Chapter 4: Chapter 3 - Pricing and Distributing

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    Price (6:47)


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    Placement (7:46)


Chapter 5: Chapter 4 - Promoting

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    Promotion—Chapter Introduction (2:54)


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    Publicity and Advertising (7:30)


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    Internet (7:23)


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    Word of Mouth Marketing and Guerrilla Street Marketing (4:34)


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    Sponsorships and Radio Promotion (5:41)


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    Direct Marketing and Sales Promotions (6:04)


Chapter 6: Chapter 5 - Measuring, Assembling, and Executing

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    Assembling, Executing, and Measuring—Chapter Introduction (1:53)


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    Measuring (5:45)


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    Executive Summaries, Budgets, Schedules, and More (6:36)


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    Execution Part 1: Funding Your Projects (6:13)


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    Execution Part 2: Proactivity, Choosing Partners, and Delegating the Workload (5:43)


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    Execution Part 3: Going the Long Haul and Learning More About Marketing (5:50)


Chapter 7: Conclusion

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    Final Words: Where and How to Learn More (2:27)


Welcome to "Music Marketing for the DIY Musician", presented by professional artist, author, and educator Bobby Borg. Based on the author’s popular book, this university-level Marketing 101 crash course is for anyone who wants to understand the fundamentals of marketing.

Intended for creative, smart forward thinkers who understand the importance of planning one’s career from the ground floor up, this series will help you find a truly unique position in the marketplace that will set you apart from the masses.

How does this course work? First, in the videos, Bobby concisely explores and explains basic marketing concepts, outlining exercises that allow you to create the strong foundation necessary for building a successful, long-term career.

Topics covered include writing a vision statement, analyzing your customers, sizing up the competition, creating S.M.A.R.T. goals, and strategizing for success (with intelligent branding, product, price, place, and measurement practices), among many others.

Make no mistake: Music Marketing for the DIY Musician does not claim to be the last word in music marketing. It is, however, a perfect introduction to the field with a track record of transforming aspiring musicians from passionate hobbyists into well-informed, compensated professionals. Get your career going today!

Click here to purchase the companion book: print | ebook

Key Digital Print Features

We've built a new way to enjoy electronic print that you're sure to love.

  • Fast Loading Desktop and Mobile Experience (even with cellular connections!)
  • Auto-resume across devices
  • Quick search, note taking and bookmarking for easy reference
  • Responsive book design, so things look great on mobile too
  • * Internet connection required *
henrykbehr
Submitted 8 months ago

Some good info

Not so excited about this video, although there is undoubtedly some good common sense info here, it's the over cliched although ultra popular big goal setting and tying yourself down to yearly plans that spoiled it for me.

I am a: Hobbyist, Musician, Logic Pro

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Hamilton 1
Submitted 10 months ago

Vital Info

I actually searched around for similar courses and this by far has been the most informative, thought provoking. In today's independent music world it is critical to have at least a basic knowledge of this info, otherwise if folks ain't buying what you're selling, you've got a hobby!! Thanks Bobby for sharing wisdom

I am a: Musician, Producer, Audio Engineer, Mastering Facility, Studio One

Ease of Use
 
 
 
 
 
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Perum Permata Regency 2
Submitted 1 year ago

Recommended!!!

This is so helpful w my current situation having a big dream but dont know how to set the first step. So much help to build mind set, i already try apply the advice n gradually see the result. BoBorg is amazing guy thanks a lot . Hoping Groove3 can added more on music business courses

I am a: Student, Semi-Pro, Musician, Producer, Beat Maker, Ableton Live, Logic Pro

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Value of Training
 
 
 
 
 
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Singer/Songwriter
Submitted 1 year ago

Clear and helpful!

This program is informative, easy to understand, and motivating. Thank you for all the tips for success in the industry!

Ease of Use
 
 
 
 
 
Quality of Videos
 
 
 
 
 
Value of Training
 
 
 
 
 
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Tyler
Submitted 1 year ago

GREAT!

Thank you! These videos are very helpful and answered a lot of the questions I had!

I am a: Student, Musician

Ease of Use
 
 
 
 
 
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Value of Training
 
 
 
 
 
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Piper
Submitted 1 year ago

Structured

Nice lay out of steps, the organization is the thing I like about this video . 80% I already knew.

I am a: Hobbyist, Semi-Pro, Musician, Producer, Beat Maker, Audio Engineer, Sound Designer, Ableton Live, Logic Pro, Pro Tools, Reason, Reaper

Ease of Use
 
 
 
 
 
Quality of Videos
 
 
 
 
 
Value of Training
 
 
 
 
 
Access to Videos
 
 
 
 
 

SongWriterProducer
Submitted 1 year ago

Outstanding!

Thank you for this! It was outstanding and well worth the time. Well done! Highly recommended.

I am a: Professional, Producer, Ableton Live

Ease of Use
 
 
 
 
 
Quality of Videos
 
 
 
 
 
Value of Training
 
 
 
 
 
Access to Videos
 
 
 
 
 

EricBaragar
Submitted 1 year ago

A great overview of the business side of the music business.

A great presentation at the right time. Our band is releasing a series of EPs this year. Great timing.

I am a: Professional, Musician, Audio Engineer, Logic Pro, Pro Tools

Ease of Use
 
 
 
 
 
Quality of Videos
 
 
 
 
 
Value of Training
 
 
 
 
 
Access to Videos
 
 
 
 
 

lil_lutzka
Submitted 1 year ago

Great series!

This is a realistic approach of main ideas any artist is going to face sooner or later to further their career, I have taken Bobby's classes in the past and happy to see this video series covering great aspects with simple examples to get the point across.

Quality of Videos
 
 
 
 
 

Jay GIlbert
Submitted 1 year ago

FANTASTIC series! Highly Recommended.

Grab a notepad and a pen, there is a great wealth of practical techniques and tactics here that you can begin using right away. Bobby teaches from a position of experience; he's been there. He knows this experience what actually works. You get to benefit from his years as a musician, teacher and author (He's written two of my favorite - must read - books on Music Marketing: "Music Marketing For The DIY Musician," and "Business Basics For Musicians").

I am a: Professional

Ease of Use
 
 
 
 
 
Quality of Videos
 
 
 
 
 
Value of Training
 
 
 
 
 
Access to Videos
 
 
 
 
 

BOBBY BORG is a former major label, independent, and DIY recording/touring artist. He served as the VP of Special Events for the Los Angeles chapter of the American Marketing Association and as Chairman of Music Business at Musician’s Institute in Hollywood, California. A recipient of UCLA Extension’s Distinguished Instructor of the Year Award, Borg teaches DIY music marketing both online and on campus, and he speaks regularly at Berklee College of Music and other distinguished schools worldwide. Borg is the author of Music Marketing for the DIY Musician, Business Basics for Musicians, and over 1,000 magazine and blog articles. He is the founder of Bobby Borg Consulting, where he assists rising music professionals globally. He lives in Los Angeles. His website is www.bobbyborg.com.

Products by Bobby

Music Marketing for the DIY Musician: Creating & Executing a Plan of Attack on a Low Budget is rated 4.6 out of 5 by 18 .
Rated 2.5 out of 5 by from Some good info Not so excited about this video, although there is undoubtedly some good common sense info here, it's the over cliched although ultra popular big goal setting and tying yourself down to yearly plans that spoiled it for me.
Date published: 2018-03-24
Rated 5.0 out of 5 by from Vital Info I actually searched around for similar courses and this by far has been the most informative, thought provoking. In today's independent music world it is critical to have at least a basic knowledge of this info, otherwise if folks ain't buying what you're selling, you've got a hobby!! Thanks Bobby for sharing wisdom
Date published: 2018-01-21
Rated 5.0 out of 5 by from Recommended!!! This is so helpful w my current situation having a big dream but dont know how to set the first step. So much help to build mind set, i already try apply the advice n gradually see the result. BoBorg is amazing guy thanks a lot . Hoping Groove3 can added more on music business courses
Date published: 2017-11-12
Rated 5.0 out of 5 by from Clear and helpful! This program is informative, easy to understand, and motivating. Thank you for all the tips for success in the industry!
Date published: 2017-11-05
Rated 5.0 out of 5 by from GREAT! Thank you! These videos are very helpful and answered a lot of the questions I had!
Date published: 2017-09-05
Rated 4.5 out of 5 by from Structured Nice lay out of steps, the organization is the thing I like about this video . 80% I already knew.
Date published: 2017-07-31
Rated 5.0 out of 5 by from Outstanding! Thank you for this! It was outstanding and well worth the time. Well done! Highly recommended.
Date published: 2017-07-25
Rated 4.5 out of 5 by from A great overview of the business side of the music business. A great presentation at the right time. Our band is releasing a series of EPs this year. Great timing.
Date published: 2017-07-24
Rated 4.5 out of 5 by from Great series! This is a realistic approach of main ideas any artist is going to face sooner or later to further their career, I have taken Bobby's classes in the past and happy to see this video series covering great aspects with simple examples to get the point across.
Date published: 2017-07-19
Rated 0.5 out of 5 by from The worst video tutorial ever ! The guy simply try to sell his book. Nothing informative in this video. It is only a waist of time. Seriously groove3 !
Date published: 2017-07-19
Rated 5.0 out of 5 by from Great explanation for professional musicians Bobby Borg manages to communicate complex and important information in a way that is easily understandable and practical for DIY musicians. In my opinion, his material is very well organized and he breaks everything down and finds the most important information that he explains in a way that makes it seem a lot less complicated than it actually is. Thank you for putting so much work and efforts into your videos and course material! It's truly amazing!
Date published: 2017-07-19
Rated 5.0 out of 5 by from Must-see!! Amazing!! These videos contain all the essential information and all the key elements about marketing. Watch them and you will be ready to set up your professional project and achieve your goals! Very interesting and very helpful for the people who want to conceive a plan in order to build efficiently their business - and make it work (especially in the music industry: musician, producer, publisher, etc...)
Date published: 2017-07-19
Rated 5.0 out of 5 by from Amazing Lectures! I have never taken a class in marketing before, and for someone wanting to pursue a career in the music business, this class really helped me understanding the basics of music marketing. I am confident that this information will help me in my career. Thanks Bobby!
Date published: 2017-07-19
Rated 5.0 out of 5 by from good lesson, good lesson, much needed. it was relevant.
Date published: 2017-07-19
Rated 5.0 out of 5 by from Kept my attention The first two intro videos kept my attention because Bobby uses simple visuals while he's talking. They were simple but they also helped me to better understand the breakdown of what marketing really is. I prefer the direct classroom experience but this is the closest thing to being there!
Date published: 2017-07-19
Rated 5.0 out of 5 by from FANTASTIC series! Highly Recommended. Grab a notepad and a pen, there is a great wealth of practical techniques and tactics here that you can begin using right away. Bobby teaches from a position of experience; he's been there. He knows this experience what actually works. You get to benefit from his years as a musician, teacher and author (He's written two of my favorite - must read - books on Music Marketing: "Music Marketing For The DIY Musician," and "Business Basics For Musicians").
Date published: 2017-07-19
Rated 4.5 out of 5 by from Most important knowledge in a compact and accessible form It's an honor to be the first to review this course - informative, visual, easy to understand, full of real life examples. Although, I already knew a lot of concepts since I'd been studying marketing and branding. But this course has given me a fresh view on those things, making them more ordered and practical. I believe that it's perfect for those who learn music marketing from scratch. It provides the most important knowledge in a compact and accessible form. So, you get a solid groundwork to explore the business and find your way to success. Thank you for sharing your experience, Bobby!
Date published: 2017-06-21
Rated 4.0 out of 5 by from Awesome tips on marketing There are tons of useful tips and info for bands and solo artists. Would have loved to learn more tips specifically for producers and songwriters.
Date published: 2017-06-21
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