Okay, music fans: reach the very vanguard of geekiness, and you can become an entirely new demographic — the Nerdster. Or so says direct marketing guru Lauren Bell for DMNews, who much to my surprise reviewed the most recent CDM + Etsy + Make “Handmade Music night in Brooklyn”:

Last night, on the not-so-anonymous urging of a PR company that represents Make magazine, I went to “Handmade Music” at Etsy Labs in downtown Brooklyn…

On handmade music night, super-nerds, artists, and the edgy, in-the-know, 20-something crowd converge on the Etsy labs, drawn by promises of newly-invented instruments, techno music, and free pizza…

Although it seemed a bit exclusive (the hipster-to-non ratio was rather high), I thought it was an interesting and entertaining way to spread brand awareness.

Make magazine targets nerds and hipsters..does that make them nerdsters?

Brand awareness — uh, sure! I won’t even touch “in-the-know”, “edgy”, and “hipster” (uh … yeah … that sure describes me, at least), but nerdster is a word I can get behind. Even if we’re probably not actually playing “techno” music. And Lauren, it’s not exclusive; do come back. (I’ll make sure CDM’s own, massive PR department follows up with her.)

In addition to direct marketing mag coverage, the most recent event attracted the attention of a site that largely does video podcasts about football fans. (Hey, you can solder a new MIDI controller during ad breaks.) Bre Pettis, the vodcasting superstar from Make, shows how he turned an electronics kit into a soundmaker, a quite-fun project:

Click To Play

Via realfans.tv — the guy there was really a nice dude, too; hope to see him back.

Next NYC event 9/27: Mark your calendars: we’re doing another Handmade Music event on September 27 in Brooklyn. If you’ve got a project, even a small one, we’d love to see it. Drop me a line.

And we really are working on a way of showing projects off virtually from around the world. If you’d like to chat about ideas for that, drop me a line. Otherwise, stay tuned.

Ed.: Social networking, online sites (this being one of them), Facebook, LinkedIn, MySpace … sometimes it seems like all the connections are being done online. Naturally, the Web’s real power is when you can meet all those virtual personalities you’ve gotten to know offline. Far better than getting demo CDs in the mail or listening to someone’s tracks on MySpace: meeting them at a party over a drink and getting their music from them directly.

Such is the genius of Chicago’s Demo Swap. Co-organizer Liz has this wrap-up of what July’s party was like. Non-Chicagoans (heck, fellow New Yorkians), clearly this is a model to be replicated elsewhere. A huge thanks to all of the CDMers who showed up. It was fantastic to meet you, and I hope to see you again soon — ideally with more leisure time to hang out! (I’m in Chicagoland regularly.) I was especially impressed by Karl, who was in Chicago from Austria and was embarking on a cross-country drive across the entire length of Route 66 the following morning. Why is that foreigners appreciate America better than most Americans do?

Here’s how the demo swap went; read closely for some nice music tips and perhaps insight into how to get a demo swap going in your neck of the woods. -PK

Promoting yourself with a demo can mean all kinds things, from selecting a couple of tracks to help connect with a collaborator to getting yourself a composing gig or record deal. Producer/musician Quantazelle herself has seen plenty of demo discs and has assembled some tips for how to make them work. If you’ve got ideas or questions of your own, be sure to sound off in comments. But the best idea of all may be getting people together for an in-person event to share music and visual reels. -Ed.

A demo is short for “demonstration,” and its purpose is to show others what you can do, musically. In the past, a band with major-label aspirations would scrape together a bit of cash for a few hours in a studio and crank out a few copies of their best songs on a tape or a record and then send it off to various A&R departments, hoping for a record deal and a contract with a fat advance. These days, technology has made the concept of a demo and its applications somewhat different, but we’ll always need to share what we’re capable of with others.

If you’re in Chicago this Tuesday… During my time at Modsquare a few years back, I organized a Demo Swap at a club in Chicago, where guests would get in free if they showed up with a stack of 10 or more or their demos on CDR. Not only did I discover talented local acts who I featured on our free online compilations, I met artists that I would later book at events, and learned that fellow attendees who had met at the night ended up collaborating on projects. Since I had so many people asking me to do another one, we’ve reincarnated the night at Ramp Chicago. So if you’re close to Chicago, show up at Sonotheque on Tuesday, July 17, 2007 at 9pm with a stack of demos or promotional material, get in for a reduced cover, and start meeting your fellow musicians and industry types (Peter Kirn of CDM will be there!). Read more about it here: Demo Swap July 17 at Ramp Chicago.

Where’s it going?

Figure out your intentions with the demo. Is it to get signed to a label? To book gigs? To find like-minded potential collaborators? To get work scoring a film? Similarly, determine the audience. Is it the A & R people at a label? The talent buyer at a club? Other musicians? Each of these requires a different approach.

When you hear the repeated stories about how traditional recording studios are dead, I suspect your first thought is not, “Finally! The dream of in-flight recording has its day!” or “Ah-hah! Now all the bands will move into inflatable plastic bubbles as a marketing stunt!” Yet, such things have come to pass. One involves a band you may care about and actually yields some practical tips. The other involves a band I’m almost sure you don’t care about and is a silly stunt.

Respectively:

Jamiroquai played a gig at 35,000 feet on its way to Greece for a select group of fans. I know this, because Focusrite sent out a press release. We get these kind of press releases all the time: someone used something or other (usually something expensive) somewhere in a way that’s not all that interesting. This case was different. Sure, recording a live gig in flight is a gimmick. But as a recording challenge, that means they:

1. Ran entirely on battery power.
2. Set up the whole recording rig in a standard airline row. (Coach, no less!)
3. Weathered some turbulence.
4. Had to fight a sudden outbreak of poisonous snakes. (Okay, made that one up.)

You can be making incredible music, but if no one knows about it you probably won’t be making it for very long. Having a good project name is the first step to getting publicity and having your music heard by a large amount of people.

Don’t be difficult. It has to be easy to pronounce and say over the phone. Try to avoid using numbers for letters (leet speak) since it will confuse people. Yes, there are exceptions like “!!!,” μ-siq, and whatnot, but the object is to make it easy for the press to write about you and for people to talk about you. While you’re welcome to choose a difficult name, it’s only going to make the rest of your publicity efforts that much harder.

Steer clear of profanity. While James Fucking Friedman has a somewhat high profile, whenever he gets listed in local papers that don’t allow profanity they star out either the entire middle word or just use stars after the F. People will get confused–”Did they star out ‘Faggot,’ ‘Fucking,’ or ‘Fellatio’? Should I Google for James Star Star Star?” Also profanity limits the types of publications that will feature you. While XLR8R and URB are magazines that are pretty laid back about their language, you might one day discover that your music has an interesting crossover audience (be it mountain climbers or acoustic engineers) and you want to make it easy for those types of journalists to approach you and write about you and your music.

It sounds good. Pick three of your favorite names. Say them out loud. Ask some friends what they think and notice how they respond. Do they laugh out loud when you’re aiming for a super serious image (”Abfahrt Hinwil” might cause some giggling)? It may sound obvious, but electronic musicians who tend to work alone and communicate through their computers could use some IRL human feedback once in a while.

Nat “funnelbc”, creator of the CDM logo and graphic appearance, took on a project the rest of us at Team CDM thought was completely insane: make 28 gig posters, in 28 days, for free.

Miraculously, Nat has escaped alive, and the results are fantastic. Good luck paying a designer to give you gig posters like this. These two warm my heart because of their digital music create-i-ness:

Day 27, Tsuki

28×28 Day 17 - Moulinex + Xinobi

For the complete set, see the lineup on onetonnemusic:

Gig Posters Archives

There are some strange sites out there. This one, found via Google Alerts, apparently is a Russian site designed to lure readers looking for illegal downloadable PDFs of books. As it happens, the page for my book seems to be stolen from the Amazon.com description; there’s no pirated copy of my book available. (Too bad; I would have been flattered.) But the ad that coincidentally showed up when I loaded the page made me laugh:

I’m not sure whether this means my book helps single guys attract women, or whether it can actually stand in for a romantic life. You be the judge. Anyway, something’s helping sales over on Amazon, so maybe this “ad campaign” worked:

Real World Digital Audio

Have a gig coming up? Need a rocking poster to publicise said gig to the wider community? You should check out Nat’s 28 Posters in 28 Days Poster Challenge! You know you’re going to get a great result, because Nat designed this here website, and CDMo, and the forums. You should get in quick, however, because he doesn’t seem to be starting out in the most positive frame of mind:

They said I couldn’t do it! My girlfriend said I couldn’t do it. I don’t think I can do it… Let me preface this by saying that I have a sneaking suspicion that this isn’t one of my brightest ideas. Good? Clear? Okay.

For the month of February, I am going to attempt to do 1 FREE gig poster per day.

That means I need details for 28 gigs and bands who want posters done. Starting tomorrow, the 1st of February.