PopMark Media’s Confessions of a Small Working Studio: Indie Record Label Trades in Quick Sale for Long-Term Relationships

Jul 10, 2012 4:50 PM

An artist who is well versed in or has a willingness to become educated about the value of social media is also attractive to Playing in Traffic. “The more an artist can bring to the table with regard to social media stats, the more likely we are to sign that artist,” says Elledge, who admits that they sometimes have to school artists on the significance of the medium. “We like it when we see bands talking to other bands via social media channels and ramping up their online social presence. We look at social media as more than just a way to advertise; we believe it provides an opportunity for an artist to open a window into their lives, which is extremely important to fans.”

In fact, Elledge believes that an artist’s honesty and willingness to be open will ultimately determine their success in the indie world. “A lot of what attracts us to artists is their ability to be transparent about who they are,” says Elledge. “The definition of an ‘indie’ artist has been morphed over time from someone who was simply on an indie label, to a style that is cool and groovy, to something that is more narrowly defined. Today, what really affects how an artist is perceived in the market is whether he or she is true and honest,” he says. “The ‘hip factor’ can’t be fabricated. It’s determined by the audience’s perception of an artist, so while we can capture great photos, create a big online presence, and communicate an amazing story about an artist, the ones that will be truly successful are those who show who they really are instead of hiding behind a shroud of mystery.”

Lisa Horan is a writer with more than 19 years of industry experience, as well as the co-founder and executive director of PopMark Media, a unique partnership that offers creative and marketing, custom music and music production, and audio post-production services to music, film, and business clients. Her “Confessions of a Small Working Studio” column has been regularly featured in Mix since 2010.

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