by Alex Cosper (1/12/13, revised 3/18/14)
The manner in which music is presented is often overlooked since it is usually presented the same way. For most popular hits, the music is presented on radio and as a digital download. Usually an image, such as a photo of the artist, goes along with the song. The image can also promote the album cover. We have entered an age of multimedia, in which the more media you can offer, the better.
Presenting music in a multimedia package has become the sensible norm. A song has a much better chance of getting noticed if it is available through several different media, such as ringtones, video games and documentaries. The internet has widened opportunities for music to be integrated with multimedia projects. That's why songwriters should learn about licensing and create innovative plans to license their music.
Some of the most monumental developments in music are partially due to the way the music was presented. In the 50s humorous DJs such as Alan Freed and Wolfman Jack helped elevate the popularity of rock and roll. In the late 60s freeform radio pioneers like Tom Donahue and Jim Ladd turned listeners on to a wider variety of eclectic music. In the 70s it was disco DJs in night clubs who popularized electronic dance music. In the 90s radio stations that presented alternative formats paved the way for alternative music becoming as popular as the mainstream.
The point is that how your music is presented to the public actually matters. If it is heard on public or college radio it will have artistic credibility and may even benefit from word of mouth advertising from listeners. Indie music is typically heard as live performances where CDs are sold. A lot of indie music is heard for the first time online through artist websites, indie artist platforms such as ReverbNation or YouTube.
A good place to promote your music online is Facebook or any social network that allows you to easily share videos or audio with your core audience. Just posting a video without providing information about it could cause it to be overlooked. But if you tell an interesting story behind the song, either about the lyrics, how the music was made or inspired, you might get a better reaction. Think of other ways you can present your music online. It helps if the songs already tell interesting stories.
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