Getsigned.com founder Shawn Fields explains why he thinks indie artists can compete with and even OUTSELL major label artists and shares his tips on how your band can go Gold without a major label deal.

There it was right in front of me.
 
Blazing across my computer screen last week were the bold and revelatory headlines from Yahoo! News and Fox News Online. They read:
 
"Mick Jagger's Album Sells 954 Copies On First Day" 
 
"Paul McCartney's Album Sells 67,000 Copies Total"
 
Now let this soak in for a minute. Mick Jagger--one of the most successful and influential musicians (along with Paul McCartney) of modern times--sold just 954 copies of his new record on its first day of release in the UK! Virgin Records spent millions of marketing dollars hyping this album in the weeks prior to its release only to see these kinds of numbers. I have heard stories of indie artists who, with hardly any marketing money at all, do better one-day sales than that.
 
To be fair, I believe Jagger's numbers will get better over time, but I'm not so sure about Sir Paul's. He may never sell 100,000 copies of his new record despite the fact that he's released two charity singles since September 11th, performed charity concerts benefiting those affected by the September 11th tragedy, and has done massive press over the last two months. So far, it hasn't really boosted his record sales that much.
 
These guys have sold millions and millions of records throughout their careers, yet they're struggling to sell records today. Although it's sad (for McCartney and Jagger and the major labels that have signed them) it confirms something I've said now for years:
 
Indie bands CAN outsell major label acts. Yes, it can be done.
 
Look, just because someone is on a major label doesn't mean they're selling more records than you. On the contrary, it just means, in most cases, they're more in debt than you, more paranoid than you, and, okay... maybe a little more sexed than you, but that's getting off the subject!
 
Are you going to tell me that major label acts like Better Than Ezra, Hootie and the Blowfish, and Collective Soul still go platinum? They do not. I have nothing against these artists, but they just don't sell the records they did five or six years ago. In fact, just this week, Atlantic Records quietly announced they were dropping Collective Soul and other mega million-selling artists like Tori Amos, Poe, Anita Baker, Sinead O'Connor and Rod Stewart from their roster. Why were such big, recognizable names dropped so unceremoniously? Because these artists once sold millions of records. Now they 'only' sell thousands. In some cases, fewer than six-digits an album. Numbers that are comparable to indie label sales. Numbers you can achieve, too!

Selling 954 copies a day or 67,000 copies total of your indie CD IS achievable, but it won't be easy. You'll have to fight for every newspaper blurb, every low-paying gig, every mailing list member and every internet sale to boost your numbers. Are you up for the challenge?
 
If so, I've compiled a short list of things, both offline and online, that you'll need to do in order to outsell an Amos or a Jagger or a McCartney.

THINGS YOU'LL NEED TO DO TO OUTSELL THE MAJORS:
 
1.] Increase Your Live Performances--As indie music guru Tim Sweeney has said time and time again, most of your CD sales will come from your live shows. You absolutely must get out there and play for people if you want to do the kinds of numbers that major label acts are capable of doing. Play as many shitty dives, weddings, bar mitzvahs, high-school dances and benefit shows as possible--just be careful not to overexpose yourself in your local market. Move gradually beyond your hometown into nearby markets regularly and watch your CD sales spike as you develop new pockets of support in those areas. Just ask Dave Matthews how important playing live is to CD sales. His band caught the attention of RCA Records not because he wrote catchy little ditties that made you feel good, but because he was selling thousands of CDs by himself at his live shows--and they wanted a piece of that action.
 
2.] Build A Mailing List--Keep your fans informed of the latest news, gigs, CD releases and special offers by building an offline AND online mailing list. At every show you play circulate a sign-up sheet for your mailing list. On the very first page of your website, place a link to an electronic form that will allow users to sign up for your e-list. Cover all the bases. The key here is to use both traditional, offline ways of staying in touch with your fanbase (postcards, flyers, newsletters, etc.) as well as online strategies (emails, e-cards, e-lists, etc.). For more ideas on how you can build an effective, modern day mailing list, read my article, "The Indie Musician's Yin/Yang Guide To Millennium Promotion."
 
3.] Use Your Fans--An existing fan--whether a friend, a lover, a relative or a stranger--is one of your biggest assets in helping you outsell major label acts. Fans of your music want you to succeed, so ask them for their help! You can't do everything yourself! Your supporters can bring new fans to your shows, help post gig announcements, call radio stations requesting your music, spread the word about you through mailing lists and chat rooms, and on and on and on. A large, loyal following will help you move mountains. Just ask KISS. Frustrated at the lack of KISS airplay on local radio, a loyal fan in Michigan started the KISS ARMY and helped that band sell millions of records over the years with virtually no radio support at all. In fact, every KISS album has been certified Gold (500,000 copies sold) and many have gone Platinum (1,000,000) once, twice, three times over!
 
4.] Make Press Contacts--There's nothing quite like the power of a good CD review in your local newspaper or a 'spin' of one of your songs on local radio to help convince the buying public that your CD is something they absolutely need to buy. Just ask the aforementioned Collective Soul or the Marvelous 3 what local radio exposure did for them. Both acts broke big with the support of local radio and sold thousands of copies of their independent CDs before the majors came along and signed them.
 
Just about every market hosts a local music show either on cable t.v. or on radio or on both. Is your band making appearances? Why not? Have you sent your CD out to be reviewed by your local newspaper? Have you sent it to a regional music 'zine? What about an online 'zine? Get people talking about your music!
 
5.] Exploit the Internet--You know, all of these things are great, but if you don't have a website or a way for fans to buy your music online, you might as well forget about beating Mick Jagger's record sales. Just ask online diva Fisher how important the internet has been to her success. Two years ago, before Universal 'discovered' and signed her, she was the most downloaded unsigned artist on the Internet with millions of downloads to her credit. She exploited the power of the Internet to get the message out about her music.
 
But go one step beyond what Fisher did.  Give away some free downloads as a marketing strategy, but don't give it all away. Make people pay for your art. Your music is worth something. If you offer your music for free on a million MP3 websites, there's no reason for someone to buy it--and its all about selling, isn't it? You want to be a financially secure musician doing what you love the rest of your life, right? And you want to outsell the majors, too, right? Then don't give all your music away!
 
You should also sell your CD in as many online stores that you can (at least the ones that are non-exclusive and offer the most favorable terms to you). Don't limit yourself to just one or two major online retailers.
 
 
Although small, this list contains some pretty important strategies to use to outsell the majors. With a little luck and a lot of hard work, you can do it!
 
Next week: Why You Should Give Away Your Merchandise

Cheers,

Shawn

This e-mail address is being protected from spam bots, you need JavaScript enabled to view it  Website Back	Shawn Fields
	Shawn Fields is the founder of Getsigned.com, an internet company established to meet the growing demands of new technology-embracing and "do it yourself" artists. Getsigned.com has become one of the most talked about, respected and recognized online music brands on the internet today. Mr. Fields also founded New Media Interactiv, a web site development and multimedia firm whose clients have included The Smashing Pumpkins, Cheap Trick and Silent Partner Management, Inc. (Blues Traveler, H.O.R.D.E.). The cheaptrick.com V.3 website was chosen by YAHOO! Internet Life Magazine (April 1999) as one of the top 5 music websites of the new millennium (along with David Bowie, Marilyn Manson, Prince & KISS) and has garnered numerous awards for its design, concept and ease-of-use. Also in 1999, the NMI-designed Smashing Pumpkins website was nominated for "Best Artist Website" at the 1999 MTV Music Video Awards in New York. Mr. Fields has been a performing and recording musician for over fifteen years.
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