This concept I’m about to describe is nothing new and assumes you have music of a certain quality that interested parties would actually want to consume.
You have to be good first!
In the past, the record industry and mass media would use charts and force feed models to get people to buy. At the same time, others were using these ideas to build solid armies of followers.
Now, mass media and traditional sales charts are much less important, as people are able to use the Internet to search for what they really want. So we have gone from passive, force-fed battery chickens to self-motivated seekers, searching for what we really want.
A friend who worked at a major told me how they would commission major television adverts and then watch the spikes in sales in the following days.
Now, like I said, what I am describing is nothing new - there have and always will be people searching for what they want, but what’s interesting is that these people are gathering together more and more.
These people form “Tribes”- groups of like-minded people.
Not everyone will be part of a close knit “tribe”, but on some level or in some way, they may dip into some tribes some times - e.g. the 40 year old office worker who secretly loves boy bands. Ultimately we are dealing with the psychology of people, so it’s not easy to describe, but I’m going to do my best.
Here is a simple breakdown of how to sell music in the tribal age.
- Target Tribe or Tribes.
- Learn and study what they do and how they like to engage with music.
- Build presence on the Internet to start to join their conversation.
- Construct media and distribute your to the tribe.
- Collect their contact information and Lead them to buying opportunities & experiences.
1. Target Tribe or Tribes
Hopefully you are making a particular type of music that can be roughly, basically categorized. It doesn’t matter if you are not able to give it a sound bite, it just helps. Most important is that you are able to begin to identify groups of people who will be in to what you doing. At the fringes of a Tribe, there will be people who aren’t the “typical” member of the tribe. Try to think of the more “typical” members. You will probably come up with more than one tribe and that’s fine. Really try to drill down and think long and hard about this.
2. Learn and study what they do and how they like to engage with music.
Once you have spent the time to identify the tribes or tribe, you are going to have to study them.
- How old are they?
- What sex are they?
- What do they do everyday?
- Where do they like to hang around?
- What do they do for fun?
- What do they consume - buy, eat, watch?
- Where do they go on the Internet?
- What problems do they have?
- What do they look like?
- What is the telltale sign that they belong to the tribe?
- What are the rituals of the tribe?
- Who are their leaders?
- How do they find out about new things?
- Who do they pay attention to?
- What are issues or subjects that they are passionate about?
3. Build presence on the Internet to start to monitor their conversation.
This can get technical, so I’m going to make it very simple:
- Here you are going to use various Internet tools to listen in on what the tribe is doing.
- You are going to build profiles in forums where they hang out.
- You are going to build social media profiles.
4. Construct media and distribute your to the tribe.
You are going to construct various pieces of free content media that you will be distributing to your tribe. Each of the pieces of content is designed to elicit a specific response from your target tribe.
- You want them to be interested and engaged with you.
- You want them to feel like you are one of them.
- You want them to see that you are great at what you do and that others think so.
- You want to give them some of your best music for free - probably as a video.
- Make sure that the tribe leaders get your media too.
- You can distribute content offline.
5. Collect their contact information and go Offline.
- Lead them to experiences & buying opportunities.
- Once you have begun to get interest, you will need to somehow find a way to keep in contact with the members of the tribe. That could be via email, or as friends or followers on various platforms.
- If you have got it right, you should also find that by now, people are contacting you to play shows and do things offline.
- You are now in a position where you are growing a fanbase and can now direct them to your experiential events and paid or unpaid content.
This has been a simplification of the actual process that you will take, because each situation will be different, but hopefully you will see the new paradigm of how to sell music in the tribal and experiential economy.









