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Thoughts on Facebook as a Tool for Artist’s Promotion. Is it Over? by Alberto Rigoni
Thoughts on Facebook as a Tool for Artist’s Promotion. Is it Over? by Alberto Rigoni… I started using the Internet at the beginning of the ’90s when just a few guys here in Italy were using it (the speed of my first modem was 9.6 kbps!). I immediately felt it was going to change our lives, and as we all know, that happened. The Internet became the fastest way to communicate with the entire world and to get to all the information you could ever need or want.
Back to 2005 I started composing my own music, and between 2007 and 2012 I released three albums as a solo bass player (“Something Different” – Lion Music 2008; “Rebirth” – Nightmare Records 2011; “Three Wise Monkeys” – Any and All Records 2012), three with the progressive rock band TwinSpirits, and one with the pop-electro duo Lady & THE BASS.
Even if music labels supported me, I’ve always felt it was necessary to do more in terms of promotion, and I did a lot of my own marketing activities. Marketing is a part of my personality and I really like doing that, even though it requires a lot of time and energy.
When I released my first album most artists were using MySpace – a simple but great tool for musicians who wanted to promote their music, and for people who were interested in discovering new music.
Everything was going pretty well until people started discovering Facebook. In a very short time MySpace was almost dead, and its team tried to emulate Facebook by changing the layout and adding more features (so many in fact that loading the pages became very slow and annoying). But it was too late… everyone started subscribing to Facebook.
Why did Facebook have the success?
In my opinion because, among other reasons:
– People use real names instead of nicknames (Hey! If you see a pretty girl during a party but you’re shy, if you know her name in a few minutes you can get easily in touch with her by Facebook!)
– Facebook allows users to share almost everything (text, pictures, videos, etc.), and people love to share and to discover what’s happening in other’s lives
– Liking posts and getting posts liked is a “drug” (not for everyone of course, but I’m sure many know this feeling). It’s “erotic” (not in the sexual meaning)!
In the first years of its life Facebook worked very well as a tool to promote music and arts. People were sharing tons of music videos, streaming songs, posting pics from their live shows, etc. I’ve always thought that sharing pictures was, and still is in terms of promotion, more effective than video and song sharing because a lot of people use FB during their daily jobs (at least here in Italy) and they are not always allowed to listen to music or watch videos.
Facebook, together with other web tools such as SoundCloud and Bandcamp, really helped artists to get many new fans. It was pretty easy to get thousands of views to videos in a few days (viral!). It’s also a great tool to get in touch with people that otherwise you would never meet in real life. You just need to know a name and surname! It is unusual to find someone who does not subscribe to Facebook!
One year ago some things changed. For example, the option to add friends to groups (what a confusion!) and sponsored posts on artists’ fan pages were introduced. At the beginning I was not happy with that, but when I tried to promote some of my posts by paying a little fee, I saw it worked very well and increased the exposure of the posts. Still, it’s a bit annoying that you have to pay to get more views on your posts.
Well, I feel that something is happening, particularly over the last few months. It seems to me that people are much less active in Facebook, and more than ever are paying attention to silly posts and pictures than to music and arts in general.
Fewer “likes” and comments on posts, less sharing… promoting music is getting very hard.
What’s happening? Is Facebook dying? Are people tired of it?
I think that sooner or later people will move to something else – some other social media site (still, I don’t know what). Maybe I am wrong, maybe not. Talking with other guys who operate in marketing, I’ve discovered that they have the same opinion.
Maybe there are some technical issues related to FB, or maybe it’s just because we are OVERLOADED by information and communication is too fast.
A friend said, “Hey man, maybe people are finally doing something?!” Well, that’s also possible 🙂
I’m wondering how can independent musicians promote their music if FB disappears… Yes, there are other ways such as Twitter (here in Italy it’s not as popular as in other countries), Google + (I think it’s not working well, if at all, at the moment), and crowd funding sites (never tried).
I’ve always thought that the best ways to promote music are the word of mouth, live shows and radio. But… a) we cannot control the word of mouth; b) the live situation, at least here in Italy, is very tragic (many venues have closed and musicians are not paid); c) getting airplay on big radio stations is not easy (here if you want airplay, you have to pay).
Anyway, Facebook is still one of the best tools to stay in touch with people, even though I prefer real relationships.
It’s time to think about new ways of promotion!
Gear News
New Gear: Spector Doug Wimbish USA Custom Series Basses
Spector offers Doug Wimbish USA Custom Series basses…
Spector, a leading authority in bass guitar design, unveils two new Doug Wimbish USA Custom Series basses. Synonymous with bass excellence since 1987, Wimbish collaborated with Spector’s USA Custom Shop to create the DW-4 and DW-5 models, echoing the iconic instruments that have been favored heavily throughout his recording and performing career.
These signature basses faithfully replicate Wimbish’s originals, down to the smallest details like neck contours and nut widths. Customized EMG pickups, developed in collaboration with Wimbish, capture the distinctive sound that has shaped his monumental musical impact. These models invite players to explore the feel and response that have defined Wimbish’s signature style over the years.
Available in 4-string and 5-string versions, each model boasts unique features & finish options. The DW-4 comes in Amber Stain Gloss and Black Stain Gloss options, while the DW-5 offers Dark Blue Stain Gloss and Faded Natural Gloss. Every purchase includes a certificate of authenticity signed by Doug Wimbish. Wimbish comments, “Spector took the time to get every little nuance right, and that to me is dedication and being thoughtful enough to know ‘I want to nail it,’ and they did. I’m able to pick these instruments up for the first time and play them like I’ve already had them for years.”
For more information, visit spectorbass.com/doug-wimbish-usa-signature-series/.
Photo: Doug Wimbish, pictured with the new Spector Doug Wimbish USA Custom Series basses
Bass CDs
New Campaign: Alberto Rigoni, Nemesis Call – Queens Of Strings
Italian bass master and composer ALBERTO RIGONI is thrilled to announce his brand new project “Nemesis Call – Queens Of Strings”.
Nemesis Call – Queens Of Strings features a super talented drummer from Japan (TBA) and tons of female guitarists such as SAKI, Giusy Busetto, Alexandra Zerner (TBC) and many many others (TBA). Furthermore, Alberto has also launched a Fundraising Campaign for the project. 20% of the income will be donated to Lega del Filo d’Oro legadelfilodoro.it/it, an Italian association that helps deaf and blind children!
Alberto shares:
“Hello friends and music lovers! I’m Alberto Rigoni, an Italian composer and.. a BASS GUY! Between 2008 and 2024 I released 13 solo albums, spanning from progressive, rock, ambient to funky and experimental music, which also features contributions from musicians such as keyboard wizard Jordan Rudess (Dream Theater) drummer Gavin Harrison (Porcupine Tree) and Marco Minnemann (the Aristocrats), keyboardist Kevin Moore (ex Dream Theater), singer John Jeff Soto (ex Goran Edman (ex Y. Malmsteen), bassists Nathan East, Stu Hamm (Joe Satriani), Nik West (ex Prince) and many others. I’m also bass player for BAD As, Sunset Groove Society, Kim Bingham, The Italians bands and co-producer of Mistheria’s Vivaldi Metal Project.”
Alberto on the new project Nemesis Call:
“Even if my latest album “Unexpected Lullabies”, dedicated to my newborn Vittoria Parini Rigoni, will be released on June 4th, 2024, when Vittoria came to life I felt the need to compose new music (yes, I really can’t stop!!!!!). This time will be quite challenging because I’m willing to release an instrumental ambient/prog/rock/metal album, that will feature a talented and young drummer (TBA) and tons of female guitarists (that’s why I will call the album “Queens of the Strings”) such as Alexandra Zerner, YOKA and many others (TBA/TBC)). It won’t be easy to manage all such great musicians but I will make it!! Are you ready to face a new prog experience? The album will be released in Digipack CD and in high-quality digital format approximately at the beginning of 2025.”
The Fundraising Campaign:
As an independent artist, Alberto is looking for supporters who can help him reach the budget for the production (recordings, mix, mastering, artwork etc.) of this new album and has started this fundraising campaign that will end successfully on October 15th, 2024.
Get further information about Alberto Rigoni’s new project Nemesis Call Fundraising campaign at albertorigoni.net/nemesiscal
Bass Videos
Artist Update With Bassist Derek Frank
Bassist Derek Frank…
Many of you will remember the last time I chatted with Derek Frank was back in 2017. The main thing that impressed me was how busy Derek was and how he juggled playing with many huge acts.
Now, I am happy to hear that Derek launched a new album last March titled “Origin Story” where he digs deep into his roots and pays homage to Pittsburg.
Join me as we get caught up after all these years and hear the details about the new album, how Derek gets his sound, and his plans for the future.
Photo, Stephen Bradley
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This Week’s Top 10 Basses on Instagram
Check out our top 10 favorite basses on Instagram this week…
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Gear News
New Gear: Alberto Rigoni Signature Bass, the VPR5 by Gaetano Costanzo!
Alberto Rigoni Signature Bass, the VPR5 by Gaetano Costanzo!
Internationally renowned bassist ALBERTO RIGONI (soloist, BAD AS, Vivaldi Metal Project, TwinSpirits, etc.) is proud to announce the release of his signature bass VPR5 made by renowned Italian luthier Gaetano Costanzo!
The bass is entirely handmade in Italy, without the use of CNC or other machinery, and has rather special features. The VPR is a 5-string bass (but also available as a 4-string) with 30 frets, Seymour Duncan pickups, Music Man Alnico style, passive electronics (volume, tone and a switch to select series/parallel/single-coil mode), alder body, and American maple neck and fingerboard. Gotoh tuners that ensure perfect intonation. The bass is totally painted white (nitro finish) but other colors can be requested. The VPR has a weight of about 2.9 kg and suitable for any genre.
For more information contact Gaetanobass77@gmail.com or visit online at www.instagram.com/gaetanocostanzoluthier or www.facebook.com/GaetanoCostanzoLuthier
New Gear: Spector Doug Wimbish USA Custom Series Basses
Artist Update With Bassist Derek Frank
String Instrument Humidifiers
Interview With Bassist Graham Stanush
Review: CrystalBright Rombo Picks
This Week’s Top 10 Basses on Instagram
Artist Update With Bassist Derek Frank
String Instrument Humidifiers
New Gear: Spector Doug Wimbish USA Custom Series Basses
