5 Ways to Promote a Concert Overseas

The July 15th post informed you “How to Organize an International Tour”, but now it’s time to learn how to promote a sustainable tour or individual concert once you’re booked. Believe it or not, this isn’t a difficult process, rather it takes a lot of creativity, patience, and a strong will to reject old habits. Let me explain the “reject old habits” comment for a second. A giant trap for bands when they go overseas is the assumption the music industry is the same no matter where you go. Really? So what you’re telling me is you would promote a concert the same in the swamps of Louisiana as you would in eastside Manhattan. If you even want to argue this……..so long, farewell, and good luck in your soon to be short-lived career. The differences in promoting a show in the U.S. alone is overwhelming, but can you imagine the complexity when you jumping from country to country within Europe. Each one represents a different culture, different musical trend, different fans, different ideas, and different behavior. I’ll teach you some ways to maneuver past these issues in order to create a beneficial experience while playing music around the globe. Before diving into “5 Ways to Promote a Concert Overseas”, lets get the updates over with first.

§ 1 – News Updates

§ 2 – Updated Contacted Information

§ 3 - 5 Ways to Promote a Tour Overseas

§4 – Upcoming Blogs

§(1) – NEWS UPDATES

Sticking to tradition, I have a few quick comments on the upcoming book series An Outsiders Guide: How to Market and Promote Your Band in ______. This has been a project I’ve been working on for some time, and I’m excited that three of the books will be released this fall. To recap, the books will serve as a guidance tool for indie level bands on how to market/promote their band in a target country. The books will also highlight step by step instructions on setting up international tours in a specific country. The first three releases are specific to SWEDEN, ITALY, and CANADA. As I’m ecstatic about all these releases, the CANADA project has proved special. In all the book series, I’m flanked with a team of industry professionals who act as contributing authors. The CANDADA series has me connected to Andre` Doucette. Believe me, Andre` is about to deliver amazing insight not only as a Canadian music genius, but also as an engineer, mixer, and producer. Andre` was recently honored as the ‘Most Popular Producer’ by the London Music Awards in Canada. As an engineer at London Ontario’s Charter House Studios (www.charterhousestudios.com) Andre` is exposed to Canadian bands of all levels. His input on the Canadian music scene will prove a giant asset for readers. Also on this particular project is travel guru Mark Ratay who has traveled to 9,301+ countries. I may be off on that calculation, but lets just establish that Mark is an absolute travel expert and understands the ins/outs of different cultures and can make organizing trips a synch with his input. Finally, the book will also reveal input from Xavier Frascogna. If there is a fantasy league draft for entertainment attorneys, Xavier (or my Dad), would be my pick. As the author of best selling Billboard book This Business of Artist Management, you can’t receive better insight from a music industry veteran. Once again, be looking for the books this fall, read, enjoy, and go promote your band in global markets!

§(2) – STAY CONNECTED

For those that haven’t noticed, I’ve again condensed all the separate sites to make staying connected with industry news much easier. Go to à www.FrascognaMusic.com and use the STAY CONNECTED section to link to Twitter accounts, MySpace Music, Facebook groups, LinkedIn, etc… Enjoy.

§(3) – 5 WAYS TO PROMOTE A TOUR OVERSEAS

Setting up a tour outside of your home country is a challenge, but promoting a concert (or concert series) in a country other than your own is an outright monster. The trap many musicians fall into is that they assume promotion is a universal language. Wrong. As some promotional methods may prove consistent in particular markets, you must remain flexible in order to adapt with new techniques. As I said before, would you promote a concert the same in New York as you would Louisiana? How about Oregon and Alabama? Better yet, how about Ireland and Italy? Clearly the answer is “NO”, so keep this in mind as you proceed. Here are 5 basic steps to follow in order to simplify the processes.

1. Reject the old school methods of promotion

Imagine you’re a band in Florida that gets a gig in France, how will you promote the show? If you resort back to the Florida methods you’re trouble. What was the plan….hang concert posters? Buy newspaper advertisement? Many of the traditional methods of promotion don’t work internationally simple because of the distance involved. You can’t fly over to France for a day to hang concert posters. You can’t send them to the venue and ask them to put them up. This isn’t something you can monitor and will have no idea if they actually do it. Economically speaking, traditional methods of promotion will not work when distance enters the equation. When you find yourself generating promotional ideas that seem like old hat, STOP, and think if it will make sense from an economic standpoint.

2. Use Social Media to Identify Your Fan base

Chances are you will be amped about the opportunity to play out of the country, but in reality you’ll know little about the actual market in which you’re playing. If this is the case, use networking sites like MySpace Music to research the scene. If you’re an Indie Electronic band, narrow your MySpace search to identify bands in the particular country that perform the same genre. At that point, turn into a stalker! View a bands MySpace friends and monitor the age and gender of their fans. Once you can gather some information it makes tailoring your show to hit a certain demographic much easier.

3. Use Social Media to Promote a Concert, However do NOT Depend on It.

As it may be extremely beneficial to promote shows thru Twitter, MySpace, Facebook, etc.. it has little positive effect when heading to a different country. A couple reason why - you don’t have fans in the new country, so you’re not going to have an online media following that will be beneficial. Sure this may look cool to talk about your upcoming Italian tour on your Twitter account, but it really only bounces around with your domestic friends. The chance some untapped fan in Italy will stumble upon your Twitter and say: “Ohhh hell yes, Band X is coming to Naples next Thursday. I’ve never heard them, nor do I know anyone that has heard of them but man I’ve got to hit up that show” is highly unlikely. Rather, use social media as a way to wet a fan’s appetite, and promotion thru repetition. Even though Italian fans may not know who you are, if they constantly see the bands name popping up on Twitter & Facebook it will peak their interest.

4. Set Up Radio Interviews (or web interviews)

Radio isn’t completely dead! Radio promotions is often one of the easiest promotional tools for international artist, yet the least used. Setting up radio interviews typically proves unproblematic for international bands, and can be a bullfight for domestic groups. Why? International bands are interesting to domestic customers. Radios will be inviting to hear your story and why you chose to tour in country X, they will love to participate in product giveaways, and will probably play your music. International musicians add a bit of sex appeal that domestic groups don’t possess. Interesting stories for radio equals increased listener base, which ultimately means higher advertising rates. Benefit from this model.

5. Get a Local Contact

You need someone on the ground that can work. Bands that are located a thousand miles away can’t be effective with promotion. Not only is it essential from a promotional standpoint, you need someone in country X that can navigate the legal red tape that often times bands aren’t aware of. Getting a contact isn’t a difficult process. Locate the local music blogs, music stores, radio stations, or post job links in music marketing rooms on LinkedIn. I promise you someone will emerge that can help. Keep in mind, you’re not looking for long term representation, rather someone who can help for a particular tour/concert. Remember, gaining a contact in country X allows you to quickly accomplish Steps 1-4

§(4) – UPCOMING BLOGS

August 15^th I’ll expand the international tour topic even further. Step 1 is setting up a tour (accomplished), Step 2 is promoting your tour/concert (accomplished), Step 3 is to actually marketing your music in order to generate global sales. Until then, enjoy www.frascognamusic.com for constant industry updates.

Artist Suggestion - JULY 29th

This artist suggestion isn’t necessarily “new”, but I’m amazed by the large handful of people that still aren’t familiar with the group. Also, I’m about to take the suggestions to a more global appeal in the upcoming days so this one will keep it funky and fresh for you. The suggestion combines a few of my favorite things in life: James Brown, Honey, and the SXSW Festival. Black Joe Lewis and the Honeybears, have been tearing it up on the Austin music scene for a couple of years; but the group really hit new heights after emerging as the heavyweight champ from the South by Southwest Music Festival. As James Brown is probably my favorite artist of all time, Black Joe Lewis and the Honeybears renovate the Godfather’s style into a modern age masterpiece. They call it blues, I call it indie/funk, but either way these guys are a must have on your iPod.

I recommend the group’s signature track “Gunpowder”. However if the songs drug heavy lyrics get a little bit offensive to you, may I suggest the more family friendly track about sexual relationships with a hooker called “Sugarfoot”.

Artist: Black Joe Lewis & The Honeybears

Track: Gunpowder OR Sugarfoot

Artist Suggestion - JULY 21th

July 18^th in front of 1,500 in the HardRock Casino showroom, National Academy of Recording Arts and Science (NARAS) President Neil Portnow delivered some pretty shocking news. The priceless endorsement from the industry giant- “Mississippi is indeed the birthplace of America’s music,” sent some shocking waves through the politically correct National Governors Association (NGA). This could have made my night, but the excitement wasn’t even close to kicking into high gear. Swedish musician, Beatrice, traveled halfway around the world in an “attempt” to wow the showroom packed with American politicians and powerful lobbyist. WOW them she did, all the way to the point I felt like I was walking around with Frank Sinatra in Las Vegas following her performance. The surrounding cast also deserves a huge round of applause: Grammy winner Brandy, Paul Overstreet, Joey Lauren Adams as host, and the musical direction of Vince Barranco, the untouchable chops of drummer Derrick “D’Mar” Martin, and the exciting dance numbers by the dancers from Swedens 4-Elements Dance Studio. Biased I may be about Beatrice’s performance, I know one thing, the 38 Governors in attendance and the Grammy President Neil Portnow weren’t. Beatrice’s performance took their heads right off and her train is definitely leaving the station in a hurry.

As the entire album “Starting All Over” is packed from the first to last track, I recommend the album single – “Starting All Over”. Check it out on iTunes or at: www.redjetrecords.com . Still not convinced by her talent? Well the Grammy’s are after compiling her performance vignette- take a look!

Artist: Beatrice

Track: Starting All Over

5 Ways to Organize an International Tour

The topic for this post should be near and dear to all bands/musician- touring. I plan on revealing some tips you can place in the toolbox to elevate a career out of a domestic mindset and into a global realm.. International tours are a mandatory second language not only for weathered bands who have earned their stripes, but also for upstarters that are looking for an extra boost. With the global market, one of the quickest ways to separate your band from the rat race is to generate an international fan base. Having an international fan base potentially means a larger market pool, which ultimately leads to increased album sales. However, first things first, to generate a fane base and sell albums overseas you must first tour. Touring abroad is no joke and a far cry from hoping on a plane to backpack Europe. With that said, this months post will give you “5 Ways to Organize an International Tour”. As always, before diving in, lets get the general housekeeping announcements/updates over with first.

§1 – News Updates

§2 – 5 Ways to Organize an International Tour

§3 – Upcoming Blogs

§(1) NEWS UPDATES

On July 17^th I’m traveling to Biloxi, Mississippi’s HardRock Casino to produce The National Governors Convention (NGA). This location will be the most powerful spot in the United States come July 18^th, as Governors from 43 of the 50 U.S. states will be in attendance. Talk around the water cooler suggest Bill Gates will also be in attendance as Microsoft is one of the primary sponsors for the event. As this high octane show could occupy a post in itself, it is also worth noting that one of the musicians performing has a unique U.S. performance the Thursday prior at a cool music venue in Mississippi. I say “U.S. performance” because Swedish artist Beatrice (www.beatricemusic.com) is traveling 5,000+ miles to be the ONLY international performer on the NGA show. Beatrice is stopping in Jackson, Ms to showcase her 16 piece band, 3 stunning Swedish dancers, and Mississippi influenced musical roots at The Auditorium. The intimate 200 seat venue is in an old converted elementary school auditorium, and immediately sold out. I’m proud to say I’m producing that show as well!

In the same Swedish vein, I want to quickly discuss 1 of my upcoming books, How to Market and Promote Your Band in: SWEDEN. As I’ll discuss these projects ad nausea closer to the release date, this particular book seems relevant due to the strong international/Swedish element to this post. The book will essentially serve as a guide for bands (no matter the professional level) on how to organize, run, and benefit from a Swedish tour. More importantly the book will equip musicians with a functional list of contacts in areas such as marketing, promotions, indie label executives, A&R contacts, and even entertainment attorneys in Sweden. One of the books contributing authors, Caroline Axelius, is founder of Scandinavia’s largest tour/production company and possesses more knowledge in “everything Swedish” compared to anyone else I know! As you will soon find out, her input on touring in Sweden will be highly beneficial. Further, best selling Billboard Books author of 'This Business of Artist Management" Xavier Frascogna (ie: my Dad), also weighs in for some veteran prospective. Wet your appetite with the book cove, but get ready to profit coming this Fall.

§(2) 5 WAYS TO ORGANIZE AN INTERNATIONAL TOUR

If you’re a major recording artist you may as well skip reading this. Popular musicians are equipped with teams of people that organize international tours in a blink of an eye; but for the 99.9% of the recording artist out there they don’t have that luxury, organizing an international tour is an absolute bitch. As very few are able to piece together international touring components on their own, even a fewer number can organize a tour that is beneficial. Indie bands aren’t suppose to specialize in these areas so don’t get discouraged. However to separate yourself quickly, to expand your marketing potential and possible sell more records, you have to dig in and set the tour on your own. This is doable but you have to be smart. To actually generate a successful international tour and benefit, start with these 5 tips:

1. Get organized. HIGHLY organized!

As an indie group there are two things you have to manage- the music & the business. What separates a majority of indie artists isn’t the music, it is the business. Train yourself to become highly organized and detail oriented. This means graduating from the “hey man, our fans freakin love us” stage, into “our fans are 22-25 year old young professional females living in the Chicagoland area” stage. Let me explain. Know everything there is to know about your fans. Know the demographics, know their age, know their education level, know their purchasing behavior, and know their style. All of these components matter! Often bands can’t recite this information with any accuracy; but you will.

2. Think like a businessman, and use business language.

Treat your band like a business. Businesses run effectively when they are specific and focus on the numbers. You should to. The key for international tours as an indie band is teaming up with a business. Businesses, rather than individual investors, can more easily bankroll tours as long as they see benefit. This is not an easy task, as businesses need to see a potential benefit with little to no risk involved. Getting organized as discussed in STEP 1, allows bands to evaluate accurate market information as opposed to guess-statements. Accurate information about your market demographics is speaking business language.

3. Generate a hit list.

Based upon your market information generated in STEP 1, brainstorm about current businesses, products, or organizations that capture that same market. Better yet, think of businesses that want to obtain these demographics. For example- a new energy drink that is trying to obtain a certain female demographic, or an upstart shoe company that is looking to expand its product overseas. The key to generating a list is to be overly creative when identifying organizations, and to list as many as possible.

4. Find the right sponsor.

As I said earlier, international tours are all about teaming with a business. These potential sponsorship/partnerships can prove beneficial for both parties. I can promise you this, there is ALWAYS a business out there looking to capture the demographic your band possesses; and a rapid growing trend for businesses to acquire this is through concerts. Let me give you an example I was involved with. I helped a group that was wanting to tour in country X, and in order to generate a sponsor to support the tour, I looked no further than the local government. This band was located in a city that had set up a sister city program with a major city in country X. I knew the local government was looking to set up business in country X, and those businesses wanted to capture a certain market demographic. Guess what? The demographic my client captured was the same demo the government wanted to acquire. After an Oscar winning sales pitch the appropriate government personnel, my client was heading to country X on someone else’s dime.

5. Bankroll on someone else’s dime.

Having market demographics that parallel a certain business isn’t what gets you overseas, rather it is showing a business the benefit in teaming up with your band. You need to generate a tentative business plan on how your band can benefit a particular business if they invest in your travels. This isn’t complex information as it can be a timeline, tentative venues, promotional plans, or an estimate on how the business (or product) will be exposed. In doing so, an organization is more likely to partner/invest/or create a sponsorship package to help get your group from country A to country B.

§(3) - UPCOMING BLOGS

There is definitely a step by step method to setting up tours and making them beneficial. As getting overseas is one thing, promoting international shows and selling albums is a different monster in itself. Next we will explore tips on how to promote and market your band in an overseas market. Until then………….keep rockin out.

Artist Suggestion - JULY 13th

King of Pop or King of Rock - where are all the Queens? We travel to the most unlikely of places to crown the Pop Queen, but I’m pretty sure Sweden has provided the royalty. The bestselling artist in Swedish history, Carola, dials up the right track from the Elvis catalogue in order to do so. As Carola’s version of “Walk a Mile In My Shoes” is nowhere near the King’s original, this pop diva blends just the right amount of Euro pop, delta twang, and jailhouse rock to create a unique Swedish blend of the Elvis original. As the song was hot on the charts years ago, iTunes and Genius software are to thank for unearthing this track from my library. I will admit, after working with Carola on her Swedish tour, I’m a bit biased when hearing the song. The track is different (yet amazing), but her performance takes this song over the top with well orchestrated choreography, astonishing vocals, and jaw dropping looks. If you don’t have the luxury of traveling to Scandinavia to see the performance, sucks for you, but settle for the track. I’m almost certain Elvis has been hiding out in Stockholm for several decades, only to secretly produce this Carola track under an alias.

Artist: Carola

Track: Walk a Mile in My Shoes

The Entertainment Industries Hottest Spots

As the former Associate Producer of the Peavey Awards (Mississippi Grammy Legacy Event), I stumbled upon a recently article that made me grin like a kid on Christmas morning. Apparently the world (or at least Vanity Fair) is recognizing the deep musical roots of the Magnolia state. Whether it’s Elvis Pressley, B.B. King, Robert Johnson, or any other musical legend, Mississippi has been loaning it’s talent out for decades. The Nashville’s, L.A.’s, and NYC’s of the world have been leasing Mississippi’s musicians since the dawn of American music; but now the hospitality state is recalling all its loans. It appears the land of cotton and blues is attacking the industry with such arrogance, as to say “umm that’s our artist and we’re them back”, as they reclaim their place in music history. Don’t believe me? Well at least Vanity Fair ranked the Peavey Awards as one of the hottest spots on the planet.

http://www.vanityfair.com/online/style/2009/05/top-three-parties-may-29.html

Artist Suggestion-JULY 9th

In a google search battling the fine line of bizarre and disturbing, I found myself reading about the tragic life of failed Disney child star Bobby Driscoll. Little did I know this story about a child star battling an acne problem, which ultimately led to drug addiction, homelessness, and death in a cutter would lead to a musicians ode to the man decades later. "Fear" by Benjy Ferree is one of the most unique songs I've heard in awhile. Whether it's gospel/60's blues/city folk music or the disconnected story that pulled me in, either way I found it interesting. Enjoy.

Artist: Benjy Ferree

Track: Fear