The Analysis of Hype
Posted In News
While we may have missed out on Oprah’s Book Club, D.I.-Why is giddy to announce the publication of our upcoming book:
The Analysis of Hype: A Musician’s Guide to Online Marketing
We’re currently taking pre-orders for the eBook, paperback, and hardcover editions. Books will ship on or about January 15, 2012 — just in time to figure out what you’re gonna do about SXSW, that new EP, and your Twitter, Facebook, YouTube, and all that other stuff you’re supposed to be dealing with…
Here’re a few pithy excerpts to get you all motivated to pre-order:
From the Introduction:
For every person “destined” to be a musician, there’s a company or product trying to convince you that they can make you a star. So many artists, desperate for a foothold in the industry, believe them! Thus millions of careers are born and killed in the same credit card billing cycle.
From Chapter 1: What is Marketing, anyway?
Sometimes the best advice is also the hardest to follow. In the music industry, stupidity is one of your biggest adversaries. There’s always gonna be someone smarter than you with better ideas. The big difference is how your great music will get into the hearts and hands of the general public. This is precisely where most musicians give up and lead lives of quiet desperation.
Marketing isn’t about selling music. And marketing isn’t some abstract haziness that you’re not allowed to understand. It’s also not defined by how much money you spend or who you hire. But it’s specifically what got you to buy an iPhone, sign up for a Topspin account, or wait in line at 4 AM for some Black Friday special.
From Chapter 7: Your New Best Friend
Google Analytics is the bestest thing on Earth. When you’re a marketer (if you’re reading this, you probably are…), Google Analytics is your best friend.
For those unfamiliar, Google Analytics is a program which tracks activity on your website. Reading that back, it’s kind of like saying Jimi Hendrix was just a guitar player, or the Red Sox are just a baseball team. Google Analytics isn’t actually “just” anything. It’s so impressive, so important, that it may be able to save the world — and your band! Here’s how it works…
