Bobby Borg recently met with Tom Lohrmann of Tom Lohrmann Music, a musician, writer and marketing consultant from Washington DC. Here, Bobby answers some key questions about his brand new book from Hal Leonard, Music Marketing for the DIY Musician. Click here for the rest of the interview!
Tell us about Music Marketing For the DIY Musician. Where is the book available?
“Thanks for asking, I’m really proud of the new book. It took years to write it. Essentially, the book is a step-by-step guide to producing a fully integrated, customized, low-budget plan of attack for artists marketing their own music. The goal is to help artists take control of their own destinies, save money and time, and eventually draw the full attention of top music industry professionals. It’s ultimately about making music that matters and gets heard! Right now Music Marketing For The DIY Musician is available at Hal Leonard’s website under “Trade Books”. Eventually it will be on Amazon in both physical and digital form and on my website. ”
How is Music Marketing For The DIY Musician different from other industry books?
“The biggest difference is that it is written specifically for DIY musicians by a musician with DIY, indie, and major label success, making it a more credible, focused, practical, and relatable resource for artists. It also covers the complete marketing process—from vision through execution—with handy templates and samples in each chapter to help artists create fully-customized marketing plans. Finally, it introduces sophisticated business and research tools (SWOT, SMART, AIDA, and PFB Charts) not found in most music marketing books, enabling artists to choose confidently and even scientifically the right strategies for their own career path.”
Could you provide one crucial tip from the book?
“Do not create music in a vacuum with the intention of just throwing it out there and hoping for success. Hope is not a strategy! Instead, have a clear sense of what you stand for, while also trying to uncover where the world is going. Look for ways where you can be unique and do something that has never been done before. As hockey legend Wayne Gretzky said, “The key to success is to skate where the puck’s going, not where it’s been.””
