Ba Rock Obama Fundraiser in Greenpoint NYC

A few weeks ago, my band AM, played this fundraiser for Barack Obama’s campaign. It was basically a hipster neighborhood event in Williamsburg/Greenpoint in NYC where they got a bunch of bars together to host a bunch of indie bands. One ticket got you a bracelet that allowed you to go to any bar that was hosting this thing and see all the music that was being made. It was called Ba-Rock Brooklyn.

So, it was pretty cool to meet all the bands there that night, and to my surprise (since I am a pessimist when it comes to people showing up at shows), there were a lot of people out that night and everyone raised $2500 for Barack. Not bad for a neighborhood thing.

I realized that part of the success of these kinds of nights is the “Music scene” aspect of it all. It works better to ask your audience to go to an event where they will be able to hear lots of different musics than just hear your band. So, the draw is “Come see a night of local indie music”, rather than “Come see my band”. A slightly different pitch. But to me anyways, it feels as though having people gather has a couple of effects. First it was a great way to meet other bands in the scene, and musicians have to stick together. It’s a band thing anyways. One day you’re playing with this band, the next time with another. And sharing tips and experiences with each other can only help in figuring out how to navigate the whole indie music thing. In addition, sharing audiences is good because well, it’s always the more the merrier anyways, and it winds up being a better for your audience as well.

And I believe that that is how music scenes are made. People in the audience checking out the music, then checking each other out, and making friends, and if it works, it might grow into a scene. I guess of course, that the music has to be interesting and all that. But of course, I’m sure it is.

The music scene aspect of playing music for your friends that grow into more friends etc, is what a bunch of social networks sites try to replicate. But I feel like it’s still way different from being in a smokey room a little drunk and really getting into some music while some hotties over there are into it…and in my case, go try to meet them, get shot down… but fun nonetheless.

Whoever can replicate this in the Internet virtual world, will have taken musicianship and the music business to the next level.

Setting up a network is fast and easy.  Figuring out which features make sense for you, and moving or linking to any other content you have on the web, might take a while but is something you can do in phases and complete over time.  Here’s what to do:

1. Go to Ning.com and choose a name for your network, probably just your band’s name or your name.
2. Sign up for an account — you’ll use this login for when you make changes or want to make more social networks for your other projects.
3. Describe your network, add a tagline, keywords, etc.  Make the network public so that anyone can join and they don’t need an invite.  (You wouldn’t be that snobby would you?)
4. Add the features you want into your layout.  Be sure to click on the link that shows all the features.  For now, only drag over stuff that is relevant — you can always change it later.  For example, if you don’t have any videos leave it off until you do.
5. Choose a theme and change the colors are you see fit.
6. Once it’s launched, click on the “Manage” menu item and make sure all your settings look ok, as well as offer some basic promotions like a Facebook widget.  The “Track Statistics” link will allow you to add Google Analytics to see who’s on the site.  It’s free and could give you an idea of how many people are using this network and what parts of the world they are coming from.
7. Find the “Badges & Widget” section and customize the widgets (including your music) that will be available to your fans to put on their own blogs and profiles.

What’s Next?

Start populating your pages! Add your music and videos and start a blog.  Use the RSS feature to pull in all the other things you’re doing online.

Definitely use the “Events” feature if you have any gigs coming up.  For that matter you can add “special appearances” to that calendar, like “going to be at the coffee shop reading the newspaper on Tuesday morning” and your fans can RSVP to them.  You can even put a link to more venue info or a map.

Throw in a text box and put links to your other locations on the web, like your myspace profile or your t-shirt store.  While you’re at it, why not throw in a link to an Amazon wishlist set up for your music related stuff?  Finally, allow your users to create groups within your networks so that you can get a better idea of who your fans are and what they like to do when they aren’t listening to your music.   This is a social network you know.

Now start telling your fans, friends, family, neighbors, associates, attendants, sugardaddies, and anyone else who has an internet connection, and get them to sign up.  Encourage them to invite others they know as well as put your “badges” (widgets), including your music, on their own blogs or other social networks.

Remember to keep your content fresh by writing often, putting up pictures after a show, etc.  You want your fans to keep coming back to checkfor any new stuff and keep you in the front of their brains.  What’s nice about having your own social network though is that your fans will take up the slack when you’re too hung over to blog, and add their content about you as well.

Also check out our review of Ning.com

When you make and share music you are creating a community. It may be a big audience at a show, or a small group of friends blasting your tunes in the high school parking lot. In collecting an audience you are often bringing together people who have more in common then just an appreciation for your art, like the way they dress or the other music they listen to.

The promise behind Social Networking on the web is that it allows people to parallel   what goes on in “Meatspace” in virtual form. Ning.com is a site that helps your fans    connect with each other and keep up with your artistic endeavors.

Overview

Ning makes it super simple to create and customize a brand new social network. It allows you to go beyond the simple profile that the Facebooks and MySpaces of the world allow. Your fans can even create groups within your network that are based around, for example, where they live or who their favorite band member is. A certain rapper famously used it as a tool to keep in touch with his audience and also make some extra pennies (Free Social Media Tools Unite 50 Cent Fans).

Once it’s up and running, and you have your fan base using it, you can do things like: blast out notes to everyone on the network, keep a calendar of your upcoming shows, write blogs, and upload pictures and video. Many of the features of Ning overlap with what you’re doing on other sites. This is fine because you can just pull in feeds through RSS or widgets (they have an easy way to integrate with Flickr too) and still only update content in one place.

Costs

Singing up is free and for most musicians the basics are good enough. You’ll have to put up with a not-so-easy to remember URL (your-bands-name.ning.com), some ads on the side of the page, and extra ning promotional links. For a various monthly fees you can change any of those things and clean up your network to focus on you. You can also get more storage and bandwidth if needed but you’d have to have a REALLY active networkto need it.

One thing to consider — once you have a good amount of traffic — is signing up to “Control the Ads”. It’s $20 a month but will allow you to run your own ads (e.g. Google AdSense) and potentially make money. How cool would that be?

Final Thoughts

The focus on having your own social network is getting your fans to interact with each other in the context of your music. Ning accomplishes this to an extent and hopefully will continue to provide features to bring the site beyond being a glorified profile on another social network. Right now there isn’t a whole lot for your fans to do past posting to forums, creating groups, and checking out other fans. Allowing users to share their own pics of your shows or blog about your music without having to use the forums would be nice.

Regardless, it is an easy way to make a website for your music with a lot of functionality and the social aspect can just be a bonus — or if it really catches on a great way to really expand your audience.

Check out BrokeDownVan’s social network at brokedownvan.ning.com It took about 10 minutes to set up, which you can tell by the ugliness of it.

Also check out our blog on setting up a social network with Ning.com.

As it gets harder and harder to tour for a small act, with gas prices and lodging and every other thing you need to go on tour costing all kinds of money, people are finding alternative ways to go on tour. People use myspace and facebook to connect with their fans and crash at peoples’ places. A few years ago, the band that I was playing in booked small tours where we rented a van and booked some bigger shows that paid some money, and then used that money to stay in motels and peoples’ houses. The amount of telephone planning and mapping and logistics took a good chunk of time and energy. One of the things that I’ve recently discovered, and maybe because I’m not as computer literate as my partner Craig, is using Google Maps to map and plan tours. You can create a customized map to mark each place you’ll be staying and gigs you’ll be playing and you can share it with anyone. You can create a map and have all of your band mates have access to it. You can post it somewhere (I think) and have your fan base take a look and suggest places of interest or offer places to stay. It’s a small tool, but I think that it is useful in the organizing phase of the tour, because god knows on tour, you’d probably be too drunk and high to figure it all out on paper.

Google Maps Video Tutorial – Click Here!

It’s pretty cool to drop a locator on a gig, and then see the whole thing planned out. Pretty satisfying.