NEW YORK (Hypebot) – When I read "BILLBOARD’S 2009 MAXIMUM EXPOSURE LIST" a few weeks ago, I thought The Onion had taken control of the venerable music trade magazine with a satirical piece.
"Today the ways artists can promote their music have proliferated so rapidly that it can be hard to keep up with what's new – what's actually cutting through the clutter,' the article began. "It's in this context that Billboard decided to geek out with 25 promotions and publicity experts across genres and mediums to create the ultimate multimedia metric: Our first Maximum Exposure List.”
Sounds fine until you read on and find a list of filled with old school, unachievable and downright "this might actually hurt your career" advice. A small sample:
#2: PERFORMANCES ON "THE OPRAH WINFREY SHOW"
#35: COVER STORY IN ROLLING STONE
#71: INTEGRATED TOUR SPONSORSHIP WITH LEADING MOBILE CARRIER
#89: SONG PLAYED ON ABC'S 'DANCING WITH THE STARS'
Indie music marketing guru and author Ariel Hyatt (twitter: @cyberpr) of Ariel Publicity also read the same Billboard article; and unlike me, who just found the list sad and amusing, she decided to do something about it. As with all things Ariel, her response, "THE INDIE MAXIMUM EXPOSURE LIST" (A GUIDE FOR THE REST OF US) is filled with realistic and achievable suggestions.
It's also a collaborative effort, bringing in a team of industry experts who are, like Ariel, in the trenches with independent artists every day. She also asked several artists who make a living as musicians to contribute. Her dream team includes Derek Sivers (Sivers.org), Jed Carlson & Lou Plaia (both from Reverb Nation), Tom Silverman (New Music Seminar & Tommy Boy ), Emily White (Whitesmith Entertainment) and musician Jonathan Coulton.
The resulting "INDIE MAXIMUM EXPOSURE LIST" is a must read if you're an artist who wants to move their career forward, someone who works with those artists or even if your a fan who just wants to understand how this whole Music 2.0 thing works. –by Bruce Houghton