Tag: Sonicbids

PERFORMER MAGAZINE – Interview with Earbits CEO Joey Flores

Earbits | Link to article in Performer Magazine

Earbits.com, a new online radio site, formed a collaboration with the San Francisco Chronicle this Wednesday to provide a curated, location-specific music discovery destination. CEO Joey Flores described in an interview how the idea for Earbits came about and how the site can benefit independent musicians.

What is Earbits?

Earbits is an online radio platform designed to be more of a marketing tool for the music industry. Instead of ads, we’re working to turn airtime for artists into sales of their new releases and merchandise. As an example: Later this week we’re launching a partnership with Relapse Records, promoting a new album by one of their artists. Users will be entered into a sweepstakes by joining the band’s mailing list, which will probably include tickets to shows and a meet-and-greet with the band. Anyone who hears one of their songs will be presented with the sweepstakes opportunity. This is a campaign that we would run as opposed to an advertising campaign for a regular sponsor. Right now, we’re working with about 170 labels, we have 2000 bands on board, we have over half a dozen Grammy winners, and we have festival headliners and platinum artists. We’re trying to create a marketing platform that really helps artists and labels get music out there to listeners and consumers with the eye on the music industry as our core clientele.

How did the idea for Earbits come about?

My background is in performance-based marketing and localized ad network marketing — paid search, media buying and things like that. When it was time to market our album and our shows, we spent about $20,000 trying all kinds of things from Sonicbids to all of these other services. We were taking out ads on television and were doing everything we could to try and promote our album and our shows. It was really ineffective. So my buddy says, “Well, how can we translate what you do during the day — ad networks, performance-based marketing — to the music industry. The problem is that people have to hear it. The reason why performance marketing doesn’t work on the Internet — why Facebook ads don’t really work — is because a visual ad can’t convey the quality of music unless you already know that band. You’re not going to click on it, and half of the time you do, you find the bands are not that great. Our concept is to create a curated place where consumers will actually want to go to discover music and find out who’s playing near them.
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PERFORMER MAGAZINE – SF MusicTech Summit (12.06.10)

SF MusicTech Summit | Performer Magazine | Download Issue

Networking Hotspot Invades the Bay

The SF MusicTech Summit opened for its seventh year on December 6. The conference, focused on the convergence of music and related technologies, featured a total of 19 expert panels and new product demonstrations. The list of speakers included notables from both the music and tech worlds: reps from Universal, Avid, MOG, SoundCloud, RootMusic, Talenthouse, Gracenote and Blip.fm, to name a few; and musicians like Del the Funky Homosapien, Evan Lowenstein and Rana Sobhany, New York City’s iPad DJ. Attendees flew in from all around the world, making SF MusicTech a hot networking spot for both up-and-coming musicians and app developers.

In the opening panel, “Engaging Your Community,” moderator Brenden Mulligan from Sonicbids led a discussion on how independent musicians could tap into the vast resource of social media platforms, including tips on uniting online fans. The panel recommended an online hub, such as the band web page, linking an artist’s various profiles to one location. Author David Meerman offered tips from his book, Marketing Lessons from the Grateful Dead, such as involving fans by providing items of value for free. He suggested artists ask themselves not only what fans are going to like, but rather what fans are likely to share.

The afternoon’s “Live Electronic Musicianship” panel focused on the future of the live “controllerist.” Featuring artists from LoveTech SF, an amazing electronica troupe, they acknowledged that innovations arise when artists test the limitations of their gear. Similarly, the speakers in “Tour Secrets from the Pros” recommended working with the restrictions of live surroundings and listening to your best friend: the sound guy.

Closing the day, “The Artist Panel” offered tips from a list of successful musicians. “Good music. Product. That’s where it all starts,” advised Del, “Bring back the mystery between artists and fans.” The panel closed with an uplifting nod to indie musicianship from recording artist Raul Malo: “This is the most promising time for the young artist,” he said, “We don’t need the wizard behind the curtain anymore. We’ve seen the wizard, and he’s an idiot.”

The next SF MusicTech Summit is scheduled for May 9, 2011.

-Keane Li