So, after working with several musicians I have noticed that the hard work (blood, sweat, and tears) that goes into recording an album is often in vain. Why? I believe many musicians look at their album as an inventory item and not a promotional item.

Usually an independent band will put anywhere between $1,000 and $30,000 in recording studio time, artwork, CD duplication and all the other things to create that final project. They end up making a great product but no one hears it because it's presented lame and costs $15. That may be the typical cost for a label release with a big marketing budget, but most musicians arent on a label and dont have a big marketing budget. Therefore Independent Musicians need to think differently. The number one concern shouldn't be recouping the cost of your CD, but should be distributing the CD to as many people as possible. Let me say that one more time. Your number one concern should be distributing your CD to AS MANY PEOPLE as possible. I will go through three-strategies to help you; the Twins Strategy, the Bait & Switch Strategy, and the Crack Dealer Strategy.

THE TWINS ARE ADORABLE
Have you ever seen twins in a stroller? Arent they adorable? People like pairs of things. We like baby twins, we like socks, and we love two-for-one sales. I suggested to a musician friend to sell her new CD in a two-pack for $20. You may think this sounds crazy, but my logic went like this: You make people buy 2 of the same CD; those people in turn giveaway one of the CDs to a friend. You have created a reason to share your music. You have two people talking about the disc now instead of one. You have also reduced inventory while pulling in a $20 bill instead of $15. That's 25ore cash in hand. She was resistant and never tried the idea so I decided to share it with all of you. I give you a challenge to try this out and let me know what happens.

THE BAIT & SWITCH TACTIC
So once you decide to stop looking at your CD as a cost to recoup it will free you up to do things that other musicians can't. Keep following my logic here. Lets say the next time you do a show charge $10 instead of $5. You may say I am crazy since I was just telling you not to charge $15 for your CDs, but stay with me. Include a copy of your CD to every person that comes into the room to see you play. Prince did that for his Musicology tour and it was brilliant. It was so brilliant that MusicScan shot Prince's album to number one on the Billboard charts and caused the industry to change the way they counted album sales. Imagine the value of a show like that. Your fans will go home with a CD in hand instead of leaving empty handed. In turn more people have your CD and the word will spread that you are doing something unique and offering a great value.

On a side note I have been asked, what if a devoted fan comes to several shows and doesnt want another CD? Tough. If they are a true fan they will support you. There are many instances in life where people buy things that they don't necessarily need or want, but they purchased based upon other factors like price or exclusivity. Think about the next time you buy 5 gallons of Mayonnaise at Costco. But, it was cheap, right?

THE CRACK DEALER MODEL
Some of you still may not buy into what I am selling, er..I mean telling you, so here is a more conservative option. Do what the Crack Dealer does. Give a free sample that gets the user hooked! The free sample turns out to be a pretty successful model. When was the last time you ate a sample in the grocery store and ended up buying the full product? You can do some of the same things that make the drug dealer and food purveyor successful. This also leads you to create an up-sell strategy with your music.

Take your favorite track on your new CD and create a CD Single with that favorite track and add two other tracks that aren't available anyplace else (maybe just you and your guitar recorded in the bathroom). Give this CD away for free at every show you do. Offer two more options: An Extend Play (E.P.) CD and a full length CD. This will give you a foundation to create an up-sell strategy.

I think it is best to give people two or three options to "buy" into your experience. I will tell you why. A real world example I have experience more than once goes like this. I go to a show, pay $5 to get into the door, buy something to eat for $10, buy a couple of beers for $10 and all the sudden I have spent about $30 bucks including tip. Now by the end of the show you, as an artist, will be expecting me to buy your CD. Well, typically the first in line gets paid and the last in line waits (if they even get paid at all). I went to see Amos Lee at the Crocodile and the opener, Mutlu Onaral, was awesome! I and really wanted Mutlu's CD, but he was selling it for $10 and all I had was $7. He wouldnt sell me the CD. What kind of fan did he just create? A NO-FAN. And all over $3. Would you pay $3 out of your pocket to get a devoted fan that will spend several times more money by going to shows and purchasing CDs and T-Shirts over the life of your career? In my opinion the guy blew it. This happens time and time again. I saw a show last night at the Nectar with Venice Maki. The guy was amazing, but after the end of the night I was short on cash again (It's expensive being a music industry insider!). I had $8 and his CD was for $10; once again, no sale. As an artist why not try to front-load the venue? Right after the music goers get past the bouncer at the door give them a free CD and then engage them into the up-sell. The up-sell can go something like this. Here is your free CD with one single and two unreleased cuts. Please enjoy it. I also have an EP for $7 and a full length CD for $15. Now what you have just done is created goodwill by giving me something so I will be happy and think you are cool. You have also set in my mind that you have two other cool things to offer and I will be thinking about your CDs before I start thinking about what I am going to order off the menu to eat or drink. Finally, you have setup a pricing structure that enables me to purchase something at the end of the night. If I don't have $15 buck I may have $7. In the case above I would have purchased two E.P.s from both of these musicians and become a listener. I would get to enjoy the music, potentially become a lifelong fan, and most importantly start talking about the artist to my friends.

Think about these three strategies and see how you can work them into your performances and remember, would you rather have a 100 percent of nothing or 50 percent of something? Get those CDs into the hands of your fans!