On Boxing Day, Neil Iwer George dropped his new Road March bid. Titled “Savannah” and produced by the “Waiting For the Stage” team, the song has all the elements road veterans and hype jumbies yearn for. The jury is still out on whether this song is a road march lock but it definitely has everyone tuned in. It never ceases to amaze me how great a read Iwer George has on the T+T public and how effortlessly he generates publicity for his music. There are many things artiste can learn from this master of hype and self-promotion. Here are 3 Music Marketing Tips.
HYPE YOUR TRACK BEFORE IT’S RELEASED
Most of us artistes wait until after the track is out to start notifying people. Then you start diving in inboxes and broadcasting to generate hype AFTER you dropped it. Not Iwer. He made his release for “Savannah” an event from long BEFORE. Of course he’s Iwer with a built in fan base. But the lesson is the same. Do the marketing groundwork from before. Generate excitement from before.
AIM AND TARGET
Many artistes don’t really sell their music. They ‘advertise’. It’s a subtle difference. Your desire shouldn’t be to just place your content in front as many eyes as possible. You shouldn’t be targeting everybody. Rather you should place your content in front an audience already into or inclined to be into your specific brand of nonsense. And excite the sh*t out of them.
Iwer’s crowd is a “wild up” crowd. All of us who quarrel about lyrics – this is not for us. His method of promotion? A PSA (shown below)
In it he’s speaking to the “Real Iwer George” fans. Even some of those have been disappointed with his almost troll-like dedication to the theme of water in recent years. Here he’s galvanizing them. Knowing that his fans are power soca junkies he’s invoking them for “Savannah”. Of course he never “stayed away from road march”. But being self aware and playing public perception against itself, he was able to make his road march release an event.
A lot of artistes, both established and upcoming, are forgetting that their is an art to marketing. Too many of us are falling in love with “sponsored posts”. As creative as you are with music you have ensure that your team gets just as creative on the various platforms. Iwer played with public perception and submitted an official “media statement” for “Savanah”. On one hand it had an air of ridiculousness that is distinctly Iwer. Such a serious release for a party song? That alone made the haters and fans have tons of fun in online discussion.
On the other hand, there was a strong air of self-awareness that was refreshing. Was he was sincere on his vow to “make it up to the people”? Who knows. However, he knows that people thinks he half-asses his songs. And he’s directly addressing that which guarantees that the haters, of which they are many, will listen to the song on release. If only to confirm that nothing has changed. Whether the song will be as successful as Iwer hopes will remain to be seen but from a music marketing perspective, Iwer has put many back in khaki pants seated respectfully in class.
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