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In a report from NYU’s Stern Business School, researchers found that you could seriously affect CD sales by being mentioned in a blog. 40 blog mentions could increase sales by as much as 3 times, and 250 mentions could achieve 6 times the expected sales. Wow. Of course, it can’t just be Fred’s blog which is only read by his Mum and her cat.

A small provisio is that these mentions must be before your album is released. Is that significant? It seems to be. Sounds absolutely trivial doesn’t it, but stop a moment and think about it. How many independent artists can wait, or afford to wait 4 months before releasing their work. Because that is what it means. If you work with a Publicist, they will normally insist that you let them have the finished product (not a demo) 3-4 months ahead of the release date. That seems an awfully long lead time when you want to see some revenue

Having read the NYU paper, I’m now including approaching blogs too as part of the marketing mix. It is probably too late to get them to review the album now (although I won’t be shy in asking), but building those blog relationships will be really useful for the next album release. This PR task is much more personal, so whilst I might entrust it to an Intern, I wouldn’t hand it to a Publicist. Business is about building relationships over a period of time, which is why the longer you stay in business the more likely you are to remain in business.

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