Variance Debut Magazine is a Huge Success

Variance Magazine released its debut publication July 1st and has since garnished over 65,000 unique impressions.

Variance is a new venture and I think we hit it out of the park for our first issue. I had a goal of 50k impressions by the next issue and it looks like we will destroy that number. The magazine is another killer marketing option TMG is able to provide our artists with. Along with Nationwide TV commercials, radio programing we have a share in the three major marketing and advertising mediums available. As Tate Music Group grows so will our share in all three. Variance gives us a go to resource for ads, reviews and articles that demands the attention of people interested in music, books and media. Tate Music Group and Tate Publishing have been able to drive thousands of impressions to our artists and authors this last week that wasn't available two weeks ago. As the viewership increases over time these numbers and results will only get better.

With the positive responses we've received we are excited to get started on the next issue!

How to Gain Exposure

I am asked more often than not by new aspiring artist one question, "how can I gain exposure"? Usually following that question are questions like "how can I get my song on the radio", "how do I book large concerts, tours or festivals", and "how can I sell a bunch of CD's"?

Two answers satisfies basically any questions regarding anything to do with the music business. The secret is to work harder than anyone else and to book as many gigs as you possibly can. Do not turn anything down. Jim Halsey has a great real life situation in his book "Starmaker" that drives home a great point. You never know who is going to be in the audience! You can show up and have 6 people in the audience and one of those people could be Chuck Tilley (one of the largest Christian entertainment buyers in the US).

An active event calendar drives larger events, tours, radio, highlight articles (exposure), and CD sales. Jim Halsey has the Oak Ridge Boys booked for 130 - 190 shows a year. The majority of their income comes from the merchandise table at their events. The exact same is true for a band that is starting out. They need to be as active as possible and move as much merchandise as they can at the back of the room. Those two aspect specifically, will draw the attention of industry pros.

I want to close with the fact that this info is not a new marketing plan by any means. We are not reinventing the wheel and this is not my brilliant idea to gain exposure. Every successful artist, every industry pro that we talk to here at Tate we always ask the same question. "What is your secret to success, what sets you apart from others." Everyone from Kenny Rogers, Neal McCoy, Jim Halsey, the Oaks, Jim Mazza, Dolly Parton, Chuck Tilley... They all work harder than anyone else!