Assemble your own toolkit for promoting musical events, activities and releases using readily available online services. An interactive seminar presentation by creative content communications company Inner Ear.

1. Assemble Your Own Digital Toolkit
for Promoting Music
An interactive seminar by Inner Ear

2. Digital Toolkit
Inner Ear
• Use of social media
• Radio Magnetic: our shop window
Compartments
• Networking
• Content Management
• Platforms
• Promotions

3. Inner Ear
• Digital media production and promotion
• Established 30 September 2000
• Content creation
o Audio, video, blogs and images
• Content communication
o Social media marketing
• Training and consultancy
• Use of social media
o Website http://www.innerear.co.uk
o Ideas Blog http://innerear.posterous.com
o Delicious http://www.delicious.com
o Issuu http://www.issuu.com
o Vimeo http://www.vimeo.com/innereartv
o Twitter http://www.twitter.com/innerearuk

5. Radio Magnetic
• Inner Ear's own entertainment media brand
• Alternative and underground music internet radio station
• Broadcast began: Monday 19 March 2001
• UK's longest running independent internet radio station
• Shop front for Inner Ear
• Promotional platform and testing ground for content
• Online content and real presence at events
• Active in social media:
o Blog-style website http://radiomagnetic.com
o Facebook http://www.facebook.com/radiomagnetic
o Mixcloud http://www.mixcloud.com/radiomagnetic
o Twitter http://www.twitter.com/radiomagnetic
o YouTube http://www.youtube.com/user/radiomagnetic

7. Terms and Definitions
• http://www.innerear.co.uk/glossary
• Digital media: content
• Social media: conversation
• RSS
• Embeddable Media
• Tags
• Interaction:
o Friends, fans and followers
• Services:
o Platforms, networks and tools
• Web 1.0, Web 2.0 and Web 3.0

8. Networking
• Facebook
o Example:
Shetland Folk Festival
o Tips: Engage with your
audience. Use Facebook to
get in touch with other
similar festivals and
organisations and start a
conversation with them.
Make recommendations to
your fanbase.
Be sociable, friendly, informative and human

9. Networking
• Twitter
o Example: Cambridge
Folk Festival
o Tips: Tweet regularly
and informatively in a
friendly way. Always
remember to reply to
messages and Tweets
directed at you. Start
following people you
want to target.
Be sociable, friendly, informative and human

10. Content Management
• Blog
o Example: BassMusic
posterous.com
o Tip: Plan what to say
and when. Present and
cross post your
content. Posterous can
also be used for basic
project management.
See also Tumblr and
Wordpress.

11. Content Management
• Ping.fm
o Demo: www.ping.fm
o Tip: Don't try and
have a presence on
everything. Choose
the most appropriate
services to suit your
needs. See also
Twitterfeed.

12. Platforms
• YouTube
o Example: AB0181
o Tip: Use YouTube as a
research resource
tool. Engage with
viewers through
comments. Find out
what people want to
see and give it to
them.

13. Platforms
• Bandcamp
o Example: Jaisu
o Tip: Offer some content
for free.
Allow fans to give you
money. If using a pay
what you want model,
set a minimum.

14. Platforms
• Soundcloud
o Example: Numbers
o Tip: Think of
SoundCloud as a
functional
MySpace. Use it to
share embeddable
players of your
tunes. Interface with
Facebook. Make
sure you own the
rights.

15. Platforms
• Mixcloud
o Example: Greenman
Festival
o Tip: Create your own
on demand internet
radio station. Mixcloud
is the only fully
licensed platform.
Engage with other
Mixcloud listeners.

16. Promotions
• TwtQpon
o Demo: www.twtqpon.com
o Tip: Create discount
vouchers and share
through Twitter. Link to
other services like
TwtVite or Eventbrite.

17. Promotions
• We7
o Example: Let's Get Lyrcial
o Tip: Compile, share and
embed playlists and
tracks. All licensing
covered by We7. Easily add
music content to your
website.

18. Further Information
• http://www.innerear.co.uk
o dougal@innerear.co.uk
o andy@innerear.co.uk
• http://www.delicious.com/innerear
• http://www.slideshare.net/innerear
• http://www.issuu.com/innerear
• http://www.vimeo.com/innereartv
• http://www.facebook.com/innerearuk
• LinkedIn: search in groups for Inner Ear
• Twitter: @innerearuk