Use a street team
Introduction
Street teams are one of the ways record labels raise awareness about a new artist or an established artist with a new release.
Read on for:
What they do
Forming one
Costs
Where to hit with your promo
"Street teams bridge the gap between the mass media and the streets. They advertise the product, far cheaper than advertising companies and more effectively."
Steve Gordon
Twice as Nice
What They Do
Teams of people are sent out to promote and raise an artists' profile through...
- Fly-posting
- Giving out flyers and stickers
- Putting up posters
- Sending texts
- Bigging up artists on the internet
A team's members often work for free in the hope of breaking into the music industry but also for the buzz of seeing an artist succeed.
They may receive free passes, tickets and merchandise.
It's a two-way thing. Teams work hard to help the artists and in return they give something back to the team.
"Street promotions can be handing out anything from CD sampler, flyers and other promotional material to people outside of venues or other relevant events."
Lisa Lindahl
PR Manager
The Playcentre
Forming a Team
You could put an advert in Loot, or a similar free ads paper, looking for people trying to gain experience in the music business.
Another idea is to ask anyone who's bought your track if they want to get involved? As a fan, this might be very exciting for them, especially as it means they get free records and free entry to your PAs.
Try asking people who are studying music-related courses at college.
You could team up with other crews and helping each other. As urban music makers this could be beneficial for both your camps.
"You form a team by going out on the street and asking the public or you could advertise in a shop window, Job Centre etc."
Steve Gordon
Twice as Nice
Budget
Once you've formed your team and you've got a project, you're going to need a budget.
This is another reason for having a collective. They can help you to meet the cost!
Obviously it's down to you and the resources you have at your disposal as to how much you spend and what you spend it on but a budget of 拢400 can easily get swallowed up.
Depending on how many phone numbers you've collected, 拢20 should be enough for your text messages.
You can expect to pay about 拢100 for two thousand A7 flyers and the same again for two hundred A6 size posters.
Finally, 500 stickers should cost about 拢120.
Remember, the more complex your designs and the more colours you use, the more you'll pay.
To save money always try and get design time and delivery included in the price.
"Find young, ambitious, hungry individuals who want to get into the industry."
Lisa Lindahl
PR Manager
The Playcentre
Where To Hit
So now you're armed and ready to roll, where you gonna go?
Well street teaming is all about hitting those areas and places that are frequented by and appeal to your audience.
Also think about places that are busy and get a lot of traffic...
- Nightclubs
- Bars
- Sports centres
- Basketball courts
- Arcades
- Schools
- Streetlights
- Traffic-lights
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On the internet, hit music forums and chat rooms that deal with urban music.
Also think about some common interests that your audience may share.
Clothes, mobile phones, music equipment and software and computer games are just a few.
Links at these sites can generate a lot of interest.
"Get all the people who work in city centre shops. Hairdressers, for example, what is the question you always ask them: 'Where are you going tonight?'"
Huey
Promoter
More... from How to...
Use mailing lists
http://www.bbc.co.uk/1xtra/1xmusic/promotion/mailingp01.shtml
Promote your releases
http://www.bbc.co.uk/1xtra/1xmusic/promotion/promotep01.shtml
Promote live PAs
http://www.bbc.co.uk/1xtra/1xmusic/promotion/gigsp01.shtml
Hire professional PR
http://www.bbc.co.uk/1xtra/1xmusic/promotion/prp01.shtml
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