January 30, 2013

How to Take Advantage of a Music Placement

If you’ve been lucky enough to get one of your songs placed in a movie, commercial, video game, or TV show, you may know it has the potential to to help you sell more records and reach new fans (Christina Perri for example gained popularity after having her song used in an episode of So You Think You Can Dance). It’s increasingly hard to compete for attention in an increasingly crowded music market and air time in one of these coveted mediums can help spark the interest of potential fans.
Unfortunately, that interest will still likely be fleeing. So your goal, when you know your song has been offered a placement opportunity, should be to make it as easy as possible for people to find and buy your song while you have their attention.

Here are a few tips on how to make the most of a music publishing placement opportunity:
Post the Lyrics
One the go-to ways to identify an unknown song is by searching for the lyrics online you. As an artist, you don’t want those search results to lead a potential fan to any lyric website, you want that traffic to come to your site. That way, you have a better chance of converting this curious listener into a fan. Make sure the song is up and streamable on your site along with a few other similar sounding tracks. Also, don’t forget to include a link to a store where the song can be purchased, which brings us to the next tip.
Make It Available to Download
As a fan, it’s frustrating to be unable to download a new song you can’t get out of your head from that commercial that keeps playing or that haunting piece that completely set the mood for an intense scene in your favorite TV show.  That may seem bad, but as a musician, when a potential fan wants to purchase your song and they can’t find a way to do so, it is pretty unlikely you’ll get a second chance. In today’s fast-paced world of instant gratification, you likely only have someone’s attention for a small period of time and if you don’t make it easy for them to buy your music, you’ve probably lost potential income (and a potential life-long fan, which is probably even more important in the long run). If you don’t have time to make the song available on iTunes and Amazon (the publishing world moves fast), then at least make it available on your site, Bandcamp, or some other service that is fast and easy to set up. You may even want to consider offering the featured song as a free download in exchange for joining your mailing list.
Write About It 
As long as there are no contractual obligations keeping you from revealing the news, let your fans know to keep an ear out for your song. Once the song has made its broadcasting debut, write about it again on your website. Be as detailed as you can. For example, if your song is played in a key scene in a popular TV show then describe the show, the episode (including the title and number), and scene as well as what is going on and the names of the characters. If you were Christina Perri with a song in an episode of So You Think You Can Dance you might talk about the story behind the dance the song was used for, the names of the dancers involved, what style of dance it was, and how the judges and crowd reacted. The more specific the details, the more you’ll increase the odds that someone will find your song via a search when they are looking for it.
Tag It
Post the song on your social media profiles, your website, your blog, Youtube, SoundCloud, etc. and make use of the phrase “as featured in…” This will make it easier for fans looking for music from that show, game, commercial, or movie to find your music even if they aren’t quite sure what song it is they are looking for.