Headliner.fm, don’t do it…
Here’s my criticism of Headliner.fm: It’s disingenuous, where talking about music becomes an ad campaign. And no one likes being advertised too. This is written especially for independent musicians.
If you aren’t familiar with Headliner.fm, it’s a platform where bands make campaigns to get others bands to share posts about them on Facebook, Twitter, [and Myspace; yes, really, Myspace]. Each band gets “band bucks” for their total number of followers on Twitter and fans on Facebook (and Myspace). They then use these “bucks” to get promotion space from other bands’ social networking posts.
They call it “artists helping artists…” But let’s call it what it is: Transforming an artist’s updates into advertising for others artists in hope of others doing the same.
An indie artist should avoid this. Your friends and circles will not appreciate their Twitter and Facebook feeds being filled with campaign posts done for disingenous reasons. Turning your status posts into advertising platforms taints music, clutters social networking. Kim Kardashian might accept money for her Twitter feed to mention you, but no one respects her for it. I also doubt that type of advertising creates lasting business either. Impressions for the sake of impressions is a waste.
But wait, you say. What about the testimonials? OK, the site brags how Rob Thomas used it, saying, “Headliner did an amazing job in promoting the Rob Thomas Artwork Contest on all of Rob’s social networks.” Indie artist beware: This has little relevance to you. If others promoted a major label act like Rob Thomas who has 10 years of name recognition, his name did the selling.
An indie artist attempting to do the same will have much less to gain, but I argue more to lose. In time, people will catch on to being advertised to through Facebook and Twitter posts. They aren’t going to like it, and they will leave your site.
I’m not saying you shouldn’t talk about other bands’ music. You should! That’s the point! Share what you love! Don’t do it because you want to earn ‘band bucks,’ because you want Rob Thomas to post about you on Twitter. Ryan Adams talks about metals bands all the time on Facebook. I love this because I assume he does it because of his passionate love of metal music! I’m a closet metal head too! But if I discovered those bands were paying him to talk about them, I’d feel cheated.
Music business is a business, but the act of making music is a social endeavor. It’s an art. It’s not selling tupperware in a pyramid scheme.
Ignore Headline.fm and invest your time in real relationships. Start small and regional. Get off your fricking computer*. Go meet people. Attend shows. Join an open mic. Share music that you like. Release some free music, sell other releases. Make more music that a niche of people will like. And be patient.
*PS: I’m guilty of spending too much time in front my laptop too. I spent time writing this blog when it’s 64 degrees outside in November in Michigan.
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