UNSIGNED ARTISTS: HOW TO SUCCEED (4)

In the same way, he suggests reaching fans across all demographics by concerting your efforts not locally, but in the online arena. “Stop playing so many live shows and start creating content online,” he says. He cautions against throwing money at an old school style big budget music video. “Thinking the old model of what music videos used to be is what you want” is a huge mistake, Hollens says. “No one cares about your B-roll story you’re trying to tell. They want to connect with a human. You need to be performing to camera for as much of the video as you can stand.”

Steal from the best.
It’s easier to score some fan attention if you’re tapping into an existing pop culture trend…then go out and do your own thing. “In the end, you just want brand awareness,” he says. “My business plan is to create content for low overhead, make sure it is content easily found on the internet vis a vis suggested videos because of the platforms I’m putting it on or search engine optimization algorithms. If we’re talking about Disney, Hunger Games or the newest Ed Sheeran song, things are going to be searched and if you’re creating similar content, it will propagate to the top if it’s high value and you’ll get new eyeballs on it.

No one’s going to care at all about you just doing original songs. No one can find it if you don’t have a fanbase. If you start with a hundred thousand followers and really start doing eclectic stuff, then maybe a third will follow you. The marketplace right now is so saturated, you need eyeballs [on you].”

Another way of capturing attention is by working with other artists who share some crossover potential with your fans or partnering with indie or student Film Directors on the rise. “Truthfully you need to be collaborating with other artists because it’s a no-brainer to exchange and provide value for them to be showcased,” Hollens advises. “Concentrate on what you’re best at and position it in a watchable way.

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