By Roman@Bassment (www.bassmentproject.org)
In this article, I'm going to explain why it is important to have your own home on the web by creating a website.
While all of the major social media platforms offer great tools for promotion and marketing, they don’t represent the brand of your project. They are there to help you communicate, engage, advertise and promote your material - in other words, they serve as linking units between you and your fans. But how do you get those fans in the first place?
Let’s say, you heard a track and you know that it’s by a particular artist, but you don’t know the name of it. What would you do? Right, Google their name up to find their track lists. As you Google this artist you will begin to see other content like their Instagram, Twitter, Soundcloud and Facebook in results. As a loyal curious raver, you want to know their tour dates, upcoming releases, and biography, so what do you do? Check their website, of course. And a good website offers just that, all information neatly combined in one place. If it wasn’t for a website, you’d wouldn't bother going on the second page of Google search. Your own website serves as the glue to your ambitions– sticking all the vital information together in one place.
Most music artists want to get released on good and established labels. This process can be difficult and daunting– email after email, day after day, and there is no response. What could help change this situation?
We live in a world where online presence is essential. Respected labels aim to release the best material out there that is aligned with their sound. Not only that, but they want to know where is it coming from, along with the credibility of the source. Scrolling through your timeline on Facebook to find out who you are is time-consuming,
as is fine-combing through releases on Soundcloud.
Just like when you send a CV to the company, you only the highlight particular aspects of your work. As with an incorrectly written CV– a bad website (or lack thereof) can cost you attention from the label.
Today, the amount of DJs is quite large, and only continues to rise in numbers. Standing out from the rest is important. It’s not a coincidence that every famous DJ has a website, be it Swedish House Mafia or Carl Cox.
Your image and content always go hand in hand.
Great home page photos are very important, but not the only component. Auditory material is also not enough to capture listener’s attention. Think of a website as candy wrapper – if it’s fancy enough, it will catch your attention and make you consider purchasing it. However, keep this in mind: a good wrapper + delicious candy = good result, bad wrapper + delicious candy = unpredictable result, and the bad-looking wrapper is enough to put you off of buying unless your friend who tried this particular candy before knows what’s inside and tells you about it. Remember, it only takes about 7 seconds to make a good first impression.
Social media platforms come and go, take MySpace for example. Nobody really predicted that, but it happened. It’s hard to imagine Facebook ever dying, but this is certainly possible. Believe it or not, even Google can collapse– unlikely, but possible. Nothing is forever.
Having your own website would help you (and your fans) to be sure you are here to stay. Not only that, but you have more control over your fans’ data. While social media is doing all the advertisement for you via its’ complex algorithms, you have no control over who exactly is going to see your ad – like on Facebook and Instagram. There is no direct contact between you and your future fans, it all submerged under Facebook servers. You never know who is going to see your ad or not, even if the person has liked your page and/or falls under your audience criteria.
The best thing about having your own website is that it also works as an ultimate portfolio for you, a great showcase to your work. Making a living solely as DJ and Producer is a very tough job, and in the beginning, it will take you some time to even get pure profit (that gear you have costs money, as well as DAW). It’s quite common for artists to have other jobs, in different areas.
It might be a good idea to gain some skills in everything related to today’s electronic music industry. Maybe you are also a designer, a sound engineer, a website developer... A clever way to add a portfolio to your website could bring you additional income, and your fans, colleagues, or just an online strangers who stumbled upon your page might as well be your clients. The key word here is relation, tying in your skills to make them work for you. Think wide and broad!
Of course, making your own web page is not an easy task, especially if you are not familiar with any programming languages. It will take some time to think of design, structure, and content. You are a music artist, be creative, never give up– and you will succeed. Good luck!
Roman@BASSMENT for Revolve :: 24/05/2017
Roman is the founder of Bassment, an experimental electronic music project focused on showcasing up-and-coming artists, promoting music film and art, and hosting a podcast series. His next projects include traveling to Helsinki, Finland for Flow Festival 2017 to film, interview, report on the event. Find out more here: www.bassmentproject.org