One of the big criticisms of successful new digital models like those tested by Radiohead and Nine Inch Nails is this: they’re Radiohead and Nine Inch Nails, with millions of fans. What about unknown artists?It’s a valid point, and one that NIN’s Trent Reznor has just addressed head on in a post on his forum. His advice: Make music cheaply and give it away, build an email database, and then work with someone like TopSpin to sell premium packages. And build a community:”Constantly update your site with content – pictures, blogs, whatever. Give people a reason to return to your site all the time. Put up a bulletin board and start a community. Engage your fans (with caution!) Make cheap videos. Film yourself talking. Play shows. Make interesting things. Get a Twitter account. Be interesting. Be real. Submit your music to blogs that may be interested. NEVER CHASE TRENDS.”The full thing is well worth a read.
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