The Composing Process -- Promoting

The Creative is taking an in-depth look at the steps I go through in composing a piece of music, from first ideas clear through the end of the publishing process. Realize this is only my process -- this may or may not work for you, so use it only as a guide. This is the twelfth post in the series.

We're nearing the end of our journey through the composing process.  By the time we reach the promoting stage of things, there's really not much composing to do with it.  What there is, however, are some chances for creativity in how you get the word out about your piece and share it with others.

Fortunately, for those of us more inclined to write a piece than let the world know about it, publishers have it in their best interests to get the word out about your piece, because the more of your piece they sell, the more money they make.  This is good for them, good for you.

By this point, you've already done one of the best things you can to promote your piece -- you've written it the best you can.  The true secret to getting the music-making public to buy your piece is to write a piece that stands out above all the other pieces out there as something a group or performer would like to play.  There are many pieces released every year that are, for want of a better word, "generic."  That's not to say they're bad -- they just sound like so many others.  I've had the best luck with pieces that sound original or unique, something that a musician won't find in every piece she plays -- something that piques the ear and the interest and makes the musician want to play the piece.

The publisher will help you out ever further:

• Listing your piece on their website -- They'll put your piece and (most likely) a demonstration recording up on their site.  This will let folks browse through titles, find yours, and listen to find out if it's something they want.
• Listing your piece on retailers' websites -- Even better, they'll list your piece on the sites of companies that specialize in selling music to musicians.
• They'll send out catalogs -- At least in the handbell world, twice a year most publishers will send out a booklet that lists all their new releases.  The booklet will have small sample pages from all the pieces, as well as a CD of demonstration recordings.  I love to pop these CDs in my car stereo and listen as I drive -- I can determine what I want to buy for my choir at church while I'm on my way to work.
• They'll send out emails -- Publishers have built extensive email lists and will often send out advertising emails showcasing new pieces -- hopefully yours.

But what if you don't want to just leave it to your publisher?  What can you do to help musicians find and buy your piece?

• Share your composer's copies -- You get five or ten or thirty copies of your piece, so why not send it out to people who might know you or have a vested interest in buying such a piece of music?
• Mention your piece to others in your field -- If you write handbell music, mention to fellow handbell players and directors that you have a new piece out.  Just direct them to one of the retailers' sites.
• Start your own website or blog -- Even better, start a website (spend the $10 or so to actually register a domain name, something that identifies you clearly) and direct people there.  Depending on how you structure it, you can list your pieces (and even audio recordings or videos), talk about upcoming performances -- anything a prospective player of your music might want to know.

These are just the tip of the iceberg.  Promoting your music gives you a chance to stretch your creative muscle in a whole new way, one that can get your music heard by more and more people, and one that can help finance your future creative efforts.

Our series on the composing process comes to an end next time with our final installment, which is all about royalties.  Until then, have a great weekend, and keep on creating!