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Tomorrow, I am speaking at the Music Marketing in the Digital Age workshop (thanks to Nick Crocker), I have been thrown the question; If you were an independent musician how would you spend $1000 online?

When creating a successful online advertising campaigns, I believe there needs to be a social idea that sits at the centre of the campaign. This idea must spark conversation online.

In terms of money allocation, I would spend $400 coming up with the idea and producing it. Then spend $600 supporting it with advertising (most likely Facebook Advertising pushing to a Fanpage and other parts of the idea). I would then follow up with outreach to relevant music news portals/blogs.

Examples of Social Ideas

Artist: Snobscrilla
Big Idea: For the ‘Farewell Monkey Tour’, Snobscrilla gave fans the chance to hang backstage with him by destroying something they USED to love. Best destruction got to hang with the big man!
Sparking conversation: Received a quarter page write up in local street press The Brag.


Artist: Lost Valentinos
Big Idea: For the launch of the Lost Cities of Gold album, Lost Valentinos hid gold coins at their shows, one lucky punter got the chance to win a trip for two to Peru.
Sparking conversation: Coverage on Pedestrian

Artist: BlueJuice
Big Idea: For the launch of the song “Broken Leg”, Bluejuice created a mockumentary around the 2009 Skipping Championship.
Sparking conversation: Coverage on Who the bloody hell are they?

Also watch out for Mark Catanzariti blog, this guy is 100% legend and it will only be a matter of time before one of the big music news portals picks him up.

More examples of Australian Musicians using Social Media