FATdrop: Tell us a little bit about your label or promotion company.
Third Ear: Third Ear Recordings is an independent record label specialising in ‘music made primarily but not exclusively with computers synthesisers and turntables/controllers as the musical instruments’. Nearly all the music we release is with DJs in mind, but not always.
FD: What social media platforms do you use / recommend, and what are your main rules for using them effectively?
TE: We use Facebook, Twitter, Tumblr mainly. Soundcloud and Mixcloud, although not strictly social media, are also important for us. But we always consider any platform that we anticipate becoming a way for us to talk to people who either already know about Third Ear and support us, or who might. The basic structure of social media is the dialogue, so the key to using social media effectively is to maintain the dialogue; to keep a trickle of information and ideas flowing.
FD: The digital revolution has seen a shift in the way feedback is gathered, and success is now measured by the amount of shares and feedback a release receives. How do you feel this has impacted music promotion and how do you stimulate customers to buy new music?
The idea that feedback is some sort of capital which translates into something substantial is a fallacy. Shares and Likes are a metric just like any other; an indicator. It is useful for targeting promotion but not to the exclusion of other sorts of market research, which in our case means getting out to the clubs and talking to DJs, artists, promoters, dancers and music lovers.
Love and respect is fine and it’s good for the soul, but it isn’t a substitute for revenues from sales or streaming. We need to embark on a programme of continuous education so that people understand why they need to pay for music.
Promotion takes time and dedication. This hasn’t been changed by the impact of digital media and social media.