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Advice for New Bands: Radiohead’s Manager

October 28, 2008

 
Radiohead
 

I came across an article on adage.com featuring Mr. Bryce Edge, Radiohead’s long-time manager (since 1991). In it he discusses the reason Radiohead went the way of their now famous “Pay What You Want” model.

 What might be more interesting to you as an artist, is what he has to say about promoting new acts in today’s world.

“Every time you make a fan, be sure to hold onto them,” he says. “Get their details and keep in communication. You don’t need more than 50,000 of them to make a business model happen. The future is in micromarketing, selling directly to your audience. That way, you won’t be at the beck and call of the major-label checkbook.”

50, 000 may seem like a lot if you just have a local audience, but if you think about it, it’s entirely possible in today’s world. If you’re any good, embrace P2P, develop a strong e-mail/facebook/twitter/myspace list, and you consistently and creatively promote yourself online, you stand a good chance of garnering 50,000 fans.

Take Control of Your Music,

Hoover

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