Over the next few weeks, I plan on compiling my knowledge, both first and second hand, on (as the title suggests) guerilla / punk rock marketing for modern composers.  The information I’ll be given is freely available on the internet, but it’s either hard to find or adapted from other sources not intended for composers.

Also, this information can easily be adapted to any other field, creative or not, within reason, so please don’t feel like this is just for composers.

Finally, this series of entries will be updated as I do, and learn, more things.

So you fancy yourself a composer, huh? Or you want to be?  Awesome.  I’m not going to ask you why, or try to deter you in any way.  What I am going to tell you is it’s going to be hard. Movies are relying less and less on original music. it’s getting harder and harder to break into the video game industry, and as home recording is becoming more accessable, the independent music and sound category is getting saturated with people who want the same thing as you.  To write music.  So, it’s going to be hard.

Now, I can’t make you a better composer.  But I can show you where to start, and point you in the right direction.

Step 1: Establish an Online Presence

What, you expected some thing different? Maybe some thing that actually involves music?  Well, that’s coming, but as search engines base your ranking on the age of your site, the longer you’re online, the better.

• Get your own domain. (Yes, that’s an acting blog, but the principals apply here.) You shouldn’t use MySpace, SoundClick, or any other social networking site as you only contact info.  Why? First off, not everyone has an account on those sites, and most of them require an account for contacting you. If you expect all of your potential clients to use MySpace to contact you, you’re shooting yourself in the foot.  Second, it’s unpforessional.  Think about this: which sounds more like I’m serious about my craft? “My website is MySpace.com/DaveMatney” or “My website is DaveMatney.Com“  Easy pick, and at less syllables and characters, it will flow off the tongue easier, and fit better on business cards and things like Twitter.  Also, my final thought on this is to pick something only you will have, like your name or a nickname you will ALWAYS use.  Once you set up this site, you should NEVER pull it down, as long as you’re trying to market yourself.
  • Build the best site you have access and ability to.  If you’re not comfortable with web design, graphic design, or photography, ask around; chances are, someone you know is and will be willing to help you for cheap or free.

• Set up an email address with your new domain.  This is you business email. Use it for nothing else. Even if you have it redirect to GMail, hotmail, or something else, anyone that contacts you should send emails to, and recieve emails from, your business email.  Why?  Again, it just looks more professional.  Also, over the phone, explaining your email address is “Dave at Dave Matney dot com” is WAY easier than “Dave dot Matney dot UT at GMail dot com.” (the second email address doesn’t exist, but Dave.Matney@gmail does, and it isn’t me.)
• Join every social networking site, and related internet forum, you come across.  Stick with a single username (I suggest the same one you used for your domain), link you own domain from them, and at least post a hello in the introduction threads.  Why?  Search Engine Optimization, first off. The more sites that link to your site, the higher you ranking.  Second, personal Search Engine Optimization.  What’s that?  Google Dave Matney.  At the time of this writing, all but two of those links were related to me. What does this do? When I introduce myself to someone, it becomes easier to find me.

Step 2: Prepare to Make Your Music Digital

Yeah, you’re right; this isn’t “write music,” either.  Why not?  One simple reason: people aren’t going to wait for you to “get ready.”  They’re going to want your music, and they’re going to want it immediately. They’re not going to wait for you to purchase software, hire musicians, record, digitize, and send it to them. In most situations, they’re not even going to pay you up front for your work; they’re going to expect you to have everything you need to make music for them, and get it to them.  That includes access to funds to print the score, hire and record an orchestra, if that’s the method you’re expecting to take.  For most of us, that’s not the kinda scratch we have laying around, so we’ve gotta figure something else out.

If you already have a system that works for you, then feel free to skip this step.  If you don’t, I’m not going to explain the absolute nitty gritty when other people already have. I am going to say that you don’t HAVE to write and record all of your music on a computer if you’re more comfortable with a piano, manuscript, and have access to a multi-track recorder.  Going that route may be easier or cheaper, given your experience and the amount of gear that you already have. But, if you’re totally new to this, start digital.

Also, whether it’s on a Mac or a PC doesn’t matter, anymore.  So stop arguing.

Step 3: Build Your Portfolio

This is the stage of the game I’m currently at.

Finally, you’re writing music!  So, what should you write?

Well, whether or not you’re planning to write music for role playing games, I don’t feel like it’s a stretch to say roleplaying games require the most musical versitilty. And, lucky for us, Patrick Gann, at RPGFan, has made a list of the types of music all RPGs have.

• Overture (Opening)
• Castle
• Town
• Field
• Dungeon
• Battle
• Final Battle
• March (Ending)

So, write that.

If you’re not the type to just write without a project, you’re not out of luck, you’re just out of easy options. Ask around for leads on independent films or video games that may need music, and check places like Craigslist, GameDev, and IndieGamer.  Contact them, offer to write music for them for free (explain you’re looking to build a portfolio), and hope.  You’ll send out far more emails than you’ll recieve replies, and you’ll recieve more replies saying they don’t want you to help them than you will people that are willing to accept a blind offer for free music (go figure).

This is the stage I suggest linking any and all previous band experience you have, if you have any.

A few things about building your portfolio:

• The average person doesn’t hear beyond sound quality.  No matter how good your songs are, if they don’t sound good, people won’t think they are good.  Write the best quality music you can, using the best sounding microphones and VSTs you can afford (there are tons of great, free, VSTs that sound awesome, even if they’re somewhat limited.  I personally recommend Native Instruments’ Kore Player and Compilation Vol. 1.)
• At this stage, never ask someone to pay you for your work. They’re doing you a favor, not the other way around.  In fact, offering to people to write music for them forever, for cheap or free, if they give you this one chance isn’t a bad negotiation tool. But, if they offer money, don’t turn them down.
• Be appreciative.  No one owes you anything, so treat everyone fairly.  Be honest and up front about your skills, how fast you work, and your limitations. You’re not trying to sell anything, you’re just trying to build a portfolio and a reputation.
• Ask for testimonies about working with you, and the quality of you work; it will give your website and portfolio credibility.

In closing, I hope this helps.  If you have any questions, comments, or suggestions, please contact me or leave a comment.