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It wasn't all that long ago that musicians and bands had to pound the pavement with their bios and demos in hand, trying to get the ear of a music industry scout. If they lucked out, the band would sign a recording deal and - hopefully - get the advertising power of the record label to find an audience.
Indie musicians have always been a breed apart, often because they have chosen to produce their music outside of the mainstream as well as other times because they have not had access to the movers and shakers in the music industry.
Today, of course, indie musicians have a direct link with their prospective audiences: the internet. In order to succeed, they are no longer dependent entirely on word-of-mouth as well as the patronage of like-minded individuals. Instead, they can easily reach those that would like to buy indie bands' music.
Many indie musicians have utilized social networking as one aspect of their web promoting efforts. Most bands, for example, have MySpace or Facebook pages and offer free rock music to their listeners.
Those who have produced videos may also place them on YouTube. This kind of viral marketing is totally aligned with the conventional, word-of-mouth promotion that indie bands have utilized for decades.
The major departure from the past, however, may be the advent of websites devoted to promoting indie music. Normally, these sites enable musicians, bands, signers, lyricists, DJs, and MCs to sign up for one of 3 types of accounts.
Typically, the site does the marketing, advertising, as well as promotion that draw people who wish to buy indie bands' MP3 recordings. But indie fans are actually the fuel that drives the engines of these kinds of websites.
Listeners can stream MP3 and video from their preferred indie musicians, as well as discover new rock band music. Often, visitors can search the website by artist name, artist's influences, and artist blog entries. They are able to also search by genre, like acappella, alternative, electronic, slow rock, and so forth.
These kinds of sites are breathing new life into the indie arena. They compliment the "go your own way" viewpoint indie musicians, while permitting them to leverage new technology and become part of a collective that encourages rock online music. At the end of the day, both musicians and fans come out winners.
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