What Watching BBC's Planet Earth has Taught Me About Indie Music Promotion

It may surprise you to learn that the hit BBC nature show Planet Earth has a lot of useful information about indie music success, but it's true (promise). The geniuses who created Planet Earth (whether intentionally or not) have revealed the perfect business model for the independent internet musician.

Specifically, we should take a look at their episode on the Jungle. In this episode we learn that the jungles of the earth are VERY crowded because there is an abundance of nutrients and water and just generally very hospitable conditions for life. Because of this, animals and plants of all bizarre shapes and sizes have made the jungle their home. Since there are SO MANY organisms in one place it actually makes the jungle an extremely competitive place! EVEN THOUGH it's such a fertile place to be. (Sound familiar?)

The Internet is, I think many of you would agree, a jungle. It is a technological jungle that people have created to share information, make friends, or do whatever else they please. It seems there is just NO END AT ALL to what is available for a web surfer to do. Enormous amounts of people are online.

Ok, so you're a musician and would like to make a living from your art. That is certainly a respectable goal- but HOW is the question that everyone keeps asking.

While there isn't one specific answer, the organisms that inhabit the jungle can give us a clue as to how WE (independent music hopefuls) can also survive in the highly competitive music business.

Amazon Rain Forest Fund

If you look closely you'll see that there isn't any one animal that completely dominates the ENTIRE jungle. You'll find that each plant or bug inhabits its own tiny, individual niche. For example, some frogs NEVER leave the tree they were born in, they live there for their entire lives. But here's the thing- that's ok!

In order to survive as a musician, you must target your own specific niche. YOUR OWN particular audience that wants to hear what you have to say. It doesn't matter if the whole world hears your music, it only matters if the people who like your music hear you (the people who matter).

This means you have to find out who EXACTLY are the people who would like your music then GO to them. What kind of music do your (potential) fans like? What do they wear? What do they eat? Be as SPECIFIC as you can, it'll help you know where to promote yourself and your music.

With some research, perseverance, persistence, and maybe a little luck you'll be on your way to a successful and happy career as an independent musician. Cheers.

(P.S. Absolutely awesome music helps too!)