Monthly Archives: June 2011

Why Reach Matters, a Follow Up

As a follow up to my guest blog post on Hypebot, I wanted to clarify my most important point: Why Reach Matters.

We get this question from our artists all the time: “How do I get new Likes or Follows?” While there is some value in Likes and Followers it’s not as much as most artists think. Reach, on the other hand, has much more, long-term marketing value.

Take a blog post, for example; it is not that different from a new song. When I create a post, my goal is to reach as wide an audience as possible. Some readers will Like or Share the post as well, but that is like gravy and only serves to expand my reach. My primary goal and benefit is Reach, which allows me to establish contact and then build engagement in the form of feedback, comments and Likes. I want to drive this point home to artists who have been conditioned to be believe that automatic Likes and Followers are a more important result than engagement.

As data and trends support, they are not! An entire cottage industry has sprouted up around the measurement of social media. Even a cursory glance at the most basic influence rating tool will show that the most important metric being measured is Reach. From services like Klout and HootSuite to Facebook’s own ad platform, the key measure of a successful social campaign is influence–and that is attained through reach and engagement.

All of the major artists we work with understand this basic truth about social networks like Facebook, Tumblr, Myspace and Twitter. Likes, Followers and Sharing aren’t possible if you can’t even get your music to cut through the noise. It’s understandable that many artists confuse Likes, Followers and Shares with Reach: they’ve been sold on the idea that this is where the conversation ends. Truly successful artists understand that reaching new music lovers is just the beginning of building loyal fan relationships.

SoundCloud: 5 Million Users Strong

What’s the sound of one hand clapping? We don’t know! But given SoundCloud’s explosive growth, there’s a good chance the answer may already be uploaded. The music sharing network recently celebrated surpassing 5 million users with an interactive timeline that highlights milestones in its evolution. SoundCloud is one of our favorite partners. Most of our members have updated their profiles and share their links through them, so give yourselves a little pat on the back.

Check the graph below for a taste, then click over to sample the sound bites. Read more at the New York Times.

SoundCloud 5 Million Users Milestones


Contest: Open for JANE’S ADDICTION!

Jane's Addiction Contest



Enter the Contest

Attention Unsigned bands! Guitar Center has teamed up with L.A. Rock Legends Jane’s Addiction to give one unsigned band the ultimate career-altering opportunity – The chance to win an opening slot on Jane’s Addiction’s summer tour, $20,000 in new gear from Gibson and Epiphone, a $10,000 shopping spree from Guitar Center, and a mentoring session with Prospect Park – the management deal behind Jane’s Addiction.

Artists can enter in the competition until July 31, 2011 and fans can judge until August 15, 2011.

Fans help decide which band will earn their shot at stardom. Each week, a fan, selected at random, will win a $100 gift card to Guitar Center!

If you have trouble with either of the links aboove, try the direct link:

Top Two Things Music Pros Know About Facebook and Twitter

Don't Buy Fans: Reach and Communicate


Top Two Things Gaga, Akon, Travie McCoy, Maroon5, Diddy and other pros know about Facebook and Twitter: Reach and Communicate

Gaga, Akon, Diddy and crew are not buying fans or followers; they are using social media to reach and communicate with their fans.

They could not have gotten their millions of fans or followers by buying them. Take Gaga’s 32 million people that follow or like her: if she were to buy these follows by running Facebook or Twitter ads this would have cost her about $32,000,000. She understands that all of her followers and FB fans do not purchase a download, a ticket to a show or re-tweet and repost her messages.

So what is the value of Facebook and Twitter for these artists? It’s Reach and CommunicationIt’s not about collecting fans or followers. They know that “Likes” and Followers have to happen organically and the real value that these platforms offer is the ability to communicate in real-time.


To provide some more perspective on this you need to understand that Facebook and Twitter were not built to be big broadcast mediums like Radio or TV. They were built as social comunication platforms for small groups of people who share a connection. When the audience was there, Radio and TV were much better marketing platforms for artists.

An artist’s biggest challenge today is to figure out how to use Facebook and Twitter to provide reach and frequency like these older broadcast mediums did so well; until recently, it was labor intensive, making it almost impossible. Think of it like this: what if each time your song was played on the radio you had to pay for that spin? No artist would or could ever use radio–same goes for TV and YouTube. This is kind of what Facebook and Twitter were for artists until companies like Headliner came along to harness the social marketing power of the new music industry.


Before social network aggregators like Headliner, in order to communicate with new fans you had to get music fans to “Like” or follow you first and then you could share your music. This would be like if the only way to sell your albums were to send mailers to your fan club. Under this model, new or established artists would never be able to reach a big enough audience enough times to make a real impact. They would never able to expand their reach. They got big reach on social media only after they became well known.

Savvy musicians and successful industry players understand that reach and communication will help out artists the most. The current model of “Like /Follow first” is broken for all artists. It is slow, costly and could never deliver the impact of radio or TV. In new social currency systems like Headliner’s, for the first time any artist can reach and communicate with millions of new Facebook fans and Twitter followers without having to have them like or follow them. This is achieved by having compatible artists recommend and share other bands’ music with their fans. This recommendation economy not only enables artists to reach and communicate with new fans faster and cheaper, it also lets them reach a much wider audience with greater regularity.

In the new music business, it’s not about collecting fans, its about reach and communication. Services that provide all artists the same value of reach and communication on Facebook and Twitter as Gaga, Akon and Diddy in one place and artists that make the most of such services will inevitably rise to the top of the new music industry.

Tip: Connecting SoundCloud and Tumblr

Tumblr Partners with SoundCloud

Tumblr <3 SoundCloud

Tumblr said it best: “Like music? We fucking love music.”

Proof: now you can paste any SoundCloud url into your audio post, as well as search SoundCloud directly from Tumblr. The number of uploads is unlimited and your post will include album info, rendered to fit your theme, making for an attractive post that is easy to manage. Additionally, SoundCloud added a Tumblr button to it’s share function. We know musicians love Tumblr, so we’re curious to see how the Headliner community makes use of these new features. If you’re on Tumblr, be sure to let us know and follow us at

SoundCloud's Tumblr Share button

SoundCloud's Tumblr Share button

For more info, check SoundCloud or Tumblr’s blogs.