How To Promote Music – 3 Lessons From Daytrotter

How To Promote Music - 3 Lessons from Daytrotter.com

Daytrotter, yer doin it right. Also, I <3 you.

For those of you unfamiliar with Daytrotter, here’s how it works: they bring kick-ass bands to The Horseshack recording studio in Rockford, IL, record the bands live, and put the recording on Daytrotter.com. Yesterday, they announced a brilliant promo called Daytrotter Presents #1. Buy a membership (for you or someone else) and they’ll send you the 12″ split record with The Civil Wars and The Lumineers for free. Both are fantastic bands.

But let’s look past the music. I think there are three lessons on how to promote music, from Daytrotter.

  1. Limited physical quantities: Daytrotter is only going to press as many records as are pre-ordered. Simple. People will still buy something if it’s special enough. Bonus: they’ve drastically reduced their risk by only pressing what’s ordered, vs trying to guestimate how many might be ordered. How could you limit your inventory exposure and make your customers feel special?
  2. The music is (essentially) free: buy an annual membership and get The Civil Wars and The Lumineers 12″ split for free on top of all the other great stuff behind the paywall. The membership is only $2/month for unlimited consumption of Daytrotter sessions. You probably spend more than $2 a day in gas driving to and from work. Crazy cheap. It’s more like payfence than a paywall.
  3. They’re targeting current members: current Daytrotter members can get the album for free if they buy a membership for someone else. This appeal has three parts: look cool for tipping a friend off to rad new music, be nice by giving the friend access, and get something tangible for yourself. Put some brightly-colored Ray-Bans on it and it’s the ultimate hipster trap. Plus, current customers should be your best evangelists. How often do you empower your customers?
  4. Bonus point! It’s actually a limited-time promotion. They’re taking orders until July 3rd. That’s it. If this one goes well, I’m sure they’ll do a Daytrotter Presents, #2. Are you one of those companies that always has some sale going on? Quit it. It takes the special-ness away.

What do you think? What’s your favorite example of somebody doin it right?

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