(1) Sending a thank you note one day later.

(2) Following up with an immediate discount offer on the full album.

(3) Offering a discount on any other, related item.  

It is really simple.  

Just release quality music like Gangnam.

The saddest fact indeed.

Wrong. The quality of your music has nothing to do with the number of fans you have or the sales you make. That's the whole point: you need to connect, spend time and follow through. If your music is "the best evarrrrrrrrr" (like Gangnam. Or Britney.) nobody will give a shit if they don't hear from you.

Checking my messages...nothing from any artist that I've purchased music from in my entire life

Let me check my texts.....nope

Let me check my facebook page....nothing there either

C'mon if someone doesn't connect soon I'll go back to PSY Gangnam Style YEAH!!

I read about this system and it sounds like HUGE pain in the ass to get the free track. Throwing a sample behind a Facebook login and making users jump through a ton of hoops obviously isn't going to work in a world where everyone knows how comparatively easy it is to get music for free.

People are going to pay for convenience. This company should hurry up and go out of business. They are doing it wrong.

Where did you read about this system?

We don't require a facebook log-in. You can also promote on twitter, via email, with embeddable widgets on your website or blog, and via text based promo codes. All the fan has to do is click the link and enter an email. That's not an unreasonable hoop.  

That's pretty much the norm nowadays, not just in music but in publishing as well. To be honest, I think there's always been some sort of misunderstanding that a band or a writer can put something out on the net and say "Hey, check it out!" and expect the hordes to respond. Nowadays you have to follow through with updates.

I think the trick is not to view it not as a chore or selling yourself out, but in the form of keeping these connections alive. In the internet age, a reader tends to get annoyed with a creator when they update their blog and not follow up for three weeks; it looks like the creator's just not taking it seriously or doesn't care. That's not to say that one has to update on a daily basis...maybe just a Twitter blurb of "hey, I'm at Store X, come down and say hi" will suffice.

I'm also surprised that a lot more indie bands aren't connecting with multiple college radio stations, especially now that many of them are online, either exclusively or in tandem with their terrestrial stations. That could be a possible opening to get your music played, even at campuses on the other side of the country. [Of course, I could be wrong about this, but I just don't hear about it all that much.]

You don't "hook new fans" by giving away free music. You hook new fans by touching people with your music.

It's not very easy.

Exactly.

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That's it! Well said..

The days of BULLSHITTING numbers are ALMOST long gone.

couldn't agree more!!

That is about the best statement i have read on building a fanbase/ promoting your own music.

Exactly. It's not very easy. It can't be done without real talent and disciplined craftsmanship. Good songs aren't even hits that frequently, but they are compelling enough that folks want to hear it enough to justify having it's creation. They are also a reflection of a sacrifice in time and money on the writers side, a sacrifice that has been ultimately devalued by the "free beer" mentality of those want everything free from torrent sites. The self-sacrificing will end, and you'll be left with your laptop full of J-lo and Beiber, and a fleshlight to keep you company.

A stance Hifidelics has taken for a while now.

as the nominal value of recorded music has been zero for some time now, there's very little point in 'giving away' something that is perceived to be free/valueless anyway. Perhaps 'context' is a more important consideration - finding the right framework, structure, medium, or promotional medium for your work. Start from scratch and rebuild the value of music in part by re-establishing the right context for the material. this isn't, of course, an easy thing, and requires a lot of thought.

the internet in and of itself isn't really a 'context', and doesn't inherently provide context - like radio, tv, films, books, paintings etc do...

also, it may simply be time to 'build up those walls', and 'treat 'em mean, keep 'em keen' etc....

Finally! An intelligent comment! I was about to give up on DMN. seriously. At least youtube comments are funny.

accountants, tech startup geeks and failed musicians get real serious when talking about the music biz....no time for comedy

I think that most people here are hitting the nail on the head. Its about creating GREAT music that touches and connects with other people (fans ofcourse). Also, I think that part of the issue is not due to the fact that consumers are too distracted, I think it is due to the vast number of sub-genres that have a vast number of bands and artists that sound SO much alike. The DIY artists are doing what the major labels do. As soon as they smell a hit from another new "sound" they jump on the bandwagon to try and be the Christina Agulaura to the Britney Spears. (Forgive my lame example) but you all get the point. Musician's... be creative with your sound, EXPERIMENT! Give listeners a reason to listen. 

The biggest issue though, is the general public. Not for not buying music. But because the best revolutions in sound came from counter cultures. Our counter-culture right now? Dubstep, which is funny because it's also main-stream. What's the next counter culture? Try and tap that RIGHT NOW all of you music industry professionals who are hunting for talent. Find the counter culture, find the scene (city of origin), find the leading bands of that scene, SIGN THEM. 

If people are unwilling to give you their email address for a free download, then you best the rethink the market appeal of your music. Karmin showed up at Epic's table with 80,000 email addresses in hand generated from offering a digital download in exchange for an email address for the first two weeks of the release, then converted to iTunes sale. Whether you personally like their music or not is irrelevant—they know their market very well and engaged them masterfully—hence the Rolling Stone cover contest born from rallying their troops... Again, they might not be your cup of tea but you cannot deny they do fan engagement right which is far more encompassing than shilling 24/7.

Trying to get anyones attention especially for music in 2012 is a daunting task. I remember people lining up at record stores to buy an album the first day it came out. it is a sad state but not totally surprising seeing that there is so much crappy music out there that hasnn't been filtered out. much of it isn't worth money but the the music that is  gets diluted in the market place because now it is perceived that it isn't worth anything

Peace, jason

Yeah, lining up to buy a record from a signed act that was developed into 'star' quality.  In the DIY world, that has completely vanished as a possibility.  We have no stars anymore.  Therein lies the problem, just another mundane wannabe hoping to have a few people listen to their songs.  The goal is modest at it's heart.  Having an artist that wants people to the pay attention to them instead have to pay attention to other people on social media instead is the absolute antithesis to who they are.  Commercial radio airplay can create a star with star intrigue that is a lot less cumbersome for the artist.  The burden then becomes coming up with the funding to buy airplay and run a national campaign.  The aspect of the 'national campaign' is something that DIY'ers forget too.  It's ironic there is global digital distribution available to an indie artist, but not global promotion.  Why LiveNation or some entity like that doesn't chime in with a business model like that is mystery.  Imagine a network for artists that is like CNBC for stocks.  Talking about regions of the United States and bands/artists making a scene.  It could be an actual music news network of the up-and-coming acts.  Combine it with a regional chart system (using the NACA.org map) and you could single-handedly create excitement.  An artist could never do this on their own.

just wondering...whats an "album"?

Ahhh, the googd old days.

Back then "crappy" muisic was "filtered out."

Only the best got played on the radio or was available at the "record store" (youngsters, look it up on wikipedia)

Remember Muskrat Love, that song was released two times before Captain and Tenille a hit with it.

And Half Breed by Cher or anything by Cher with or without Sonny, now that's some quality stuff.

I could go on about the effectiveness of filtering, but I have to watch that Gangnam video one more time.

Filtered out? By whom? The record execs? The fans? So... all fans thought that album "X" was the best back then and bought it, because Stax said so? Stop pining for the days of yore and realize success is a) when you bust your ass, b) love what u do, c) work smart and d) have a product the *you* think is awesome.

Another sarcasm fail

If you want people to like your band go play for them. If you really care about the music you make and put your heart into it people will connect. You can't get that connection through earbuds or shitty laptop speakers so well. You can see passion and energy easier than you can hear it, and a real life, visceral experience is more worthwhile and affecting than a free digital download. Go play open mic nights and house parties. Give away CD-Rs with real world good times. That's how you grow a fan base. You can't just sit on the computer and do it. Bands like Washed Out or Waaves might have, but that's not the norm. Artists are just getting lazy. 

What these stats are telling us is that there is only so much music (or any content) that consumers can engage with. This is something we already know. People only have so much time with which to engage with content of any kind, outside of school work, work, responsibilities and obligations, and sleeping.

The more content there is, the less likely that content is going to be engaged with, returned to, or become an important part of someone's life.

The comments above are all insightful and provide a lot of useful info. What has changed is that there is too much content. Not that the Internet or modern media is failing to maintain its use as tools for artists, or that it is becoming less useful. What's changing is that there is more and more content. The fact that a high % of it is more and more bad content disincentivises listeners even more to give something new more than one listen.

We need the gatekeepers to sift the gold from the sand still. What we don't need is the business model that they set up.

It's not just that there is only so much music people an connect with, but it's also about the lack of quality of experience in a listening environment.

The sooner we return to large speakers and big power amps the better.

This "research" shouldn't surprise anyone. And it shouldn't make anyone think doing things independently is fruitless. 

Outside of drugs, cigarettes, booze and sex, has there ever been a product in the history of man that automatically gained an audience after it gave away a free sample?

When you get the free soda from the small, er, craft company that hired hot chicks to hand them out on the beach, do you automatically then go buy that brand the next day?

When you're at Costco and you get the free fried dumpling, do you automatically run to the aisle where it's sold and buy a pack?

The answer is no. Never has been, never will be. Even back in glorious 90s where many want to return, how many free CDs or CD samplers that you got at shows or from some band on the street prompted you to rush out and buy an album?  Not many, I bet. Probably less than 1%.

Giving away free music is just part of the overall picture. One piece of strategy in today's market. A myriad of other factors then come into play. If giving away free music and trying to get likes on facebook makes you think you'll have a career, you're in trouble.

Like I said the music industry is shifting...better catch up. I'm already ahead. lol

Innovator!

 people ,,you have to campaign like your running for president...you have to get creative.....

people are in the mood to seeing something creative again as well

as good...but if you campaign well enough you could sound like shit and people will give it a chance,,,

go do a show in the back of dans hardware store and hand pick invite like 15 people...  go fucking grass root your music all over again and  treat it like a huge art project....

 You can't give away junk but in the 70s I did witness a homeless person selling garbage to another but I digress.  I haven't heard any indie music worth stealing.  Great songs hitting every mark are about as common as winning lottery numbers.

try indie alt rock www.thisflighttonight.com/freemp3

When I see an act performing it becomes both an audio and visual experience. Many times the audio sucks along with the visual... being the same old boring grunge look.

Look at the classic performers who understand entertainment, they are the one's who outlive and shine above the rest. So many acts today are doing what has been done 30 years ago...

Just like Guitar Center which is owned by Bain Capital...95% of you are just blind pussies with no vision....worthless entertainers using outdated models or second rate copycats. Who would want to buy your shit but some family member or your close friends.

Don't think people can see or hear right through your weak interpretation or variation of a theme overdone. This is the 21st century..wake up.

And this comes as a surprise?

Come on...

Musicians giving their creations away for free...

Pirates/Bloggers/YouTube giving it away for free (while making profits for themselves)

Is it any wonder with the mountains of free music available for free that the consumer doesn't buy?

I'll say it again... until we get a grip on stopping the profiteering from content created by others NO other solutions will work! Period!

As the devastation of piracy continues perhaps if we band together with the movie industry we may be able to effect some change:

http://www.creativeamerica.org/

When I was young (I'm 60), radio promoted music. Your favorites were eventually pulled to make room for new releases. If you wanted to still hear your faves, you bought them.

Today music is transmitted via streaming and included as part of a subscription package. Listeners have no need to buy the CD/Download. Music is forever free in a cloud to be tapped at anytime, and don't expect any real royalties from the streamers. That's a whole other pile of crap that needs to be restricted from streaming new releases for up to five years, until the artist has had a chance to promote and profit from unit sales, not from touring. (Unless your a big name, forget about making big bucks on the road.)

Your living is earned from unit sales (and if you have a name, then ticket sales as well).

For two years I have followed the wisdom of the current generation; coddling fans, ingratiating myself, handing out freebies, download cards, contests, blogs, newsletters.

Guess what?

You don't "hook new fans" by giving away free music. You hook new fans by touching people with your music.

I run an online music pop up shop and I have to agree with this articles sentiments. FREE has no value, the Artists who have put up FREE music on our site typically don't do well.

Even though it's music the same rules of buying apply...people want a discount. Let em know they're getting a discount. FREE only works great when it's things like...food.

And yes the music is important to connecting with music fans but Artists should spend less time online and more time in clubs playing. Go on tour...tours are great for connecting with small handfuls of people. Let those excited music fans do your work online so Artists are free to do important things like write songs...take nps and eat tacos.

Web 2.0 Six Step Path to Success for Musicians:

1) Give away the product of your blood, sweat, and tears (for absolutely nothing).

2) Send the person who received the product of your blood, sweat, and tears (for absolutely nothing)...a thank you note.

3) Send the person who received the thank you note for receiving the product of your blood, sweat, and tears (for absolutely nothing)...a nicely appointed gift basket with a discount offer on the full album that they already have. 

4) Offer the person who received the follow-up gift basket, and the thank you note, and the product of your blood, sweat, and tears (for absolutely nothing)...a blowjob in the back of your tour van.

5) ???

6) SUCCESS!

.........................................

Techdirt: "New study shows copyright has a chilling effect on blowjob innovation"

Public Knowledge: "Help keep musicians mouths free and open, sign the petition against SOPA II"

EFF: "IP protection undermines the free expression of fans to moan and grunt while being fellated by their favorite artists".

Pirate Party: "Blowjobs (from musicians, filmmakers, and writers) want to be free"

etc

It's a race to the bottom.

Those who give their music away for free and undercutting everyone, and themselves in the process, and reinforcing the demented opinion that music is valueless and art is effortless. 

If you don't value your own work enough to charge for it, then others will take your work at that evaluation. It's human psychology. 

- Versus