The groundswell, inside.

Over the course of the last 2 months, we’ve been focused on social media marketing and how it relates to new and/or independent artists in the music industry. Early on, we talked about how employing groundswell thinking relies on leaders being involved in your plan. This counts DOUBLE if your intent is to drive groundswell thinking internally, that is, within your company or community.

Are you one of the leaders in your creative community? Maybe you know who the leaders are. Do you know who the “quality content” makers are? Are you one of them? Perhaps you’ve been reading these articles and gathering ideas on how your community’s leaders could start engaging more effectively online… or maybe these articles have you feeling positioned to become a new leader?

Our final entry in this series comes from Chapter 12 in “Groundswell”, where authors Li and Bernhoff describe ways to use the groundswell to make positive changes in your company or community. Continue reading The groundswell, inside.

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The Loop Loft – energizing the groundswell

As a maker of music, there are many times I’ve found myself drifting towards the great sounds of live drum loops, rather than just kick and snare shots. This means that I either have to find loops of the pre-recorded variety (ie. sample from recorded audio), or record them for myself. Fortunately I have a very talented cousin who can I record when he’s in town, but he lives in Regina, so it’s not always a viable option.

How can I find that same quality in the rare instance that I’ve run out of those sick loops? I’ve spent years collecting drums from all sorts of sources, and I’m picky. I need info, I need samples/demos to listen to, and I’d like to know what people think about what I’m about to buy. What better place to get this sort of information that from professionals and/or other users of that product? I know that I can get the type of product I want and need from The Loop Loft, a site that employs ratings and reviews to energize their customers.

We’ve already talked about listening and how it generates insight. We’ve also touched on talking, so now let’s talk about ratings and reviews and how they can be used to energize your customers.

Continue reading The Loop Loft – energizing the groundswell

Twitter: Tapping the groundswell.

“Why in the hell would you limit your software to 140 characters for communication?” says one person.

“So…I just follow people, and they just… do what?” says another.

“Oh! It’s like Facebook, but only text…right?” says the person next to them.

In Chapter 10 of “Groundswell”, Li and Bernhoff discuss the ins and outs of using Twitter to tap into the groundswell. Continue reading Twitter: Tapping the groundswell.

Lean on me: Supporting your listeners, lovers, and/or fans.

It’s become astoundingly easy to create music today. Keyboards play chords, so you don’t have to memorize scales. Computers give you digital knobs to make that beat sound “sweeter”. Those same computers will tune your voice so that even if you can’t hit a note to save your life, you’ll still be alright.

So if making music is easy today, why are there some many newcomers looking for support?

Chapter 8 in “Groundswell” speaks to those of us looking for that ever present support system/person. I feel it can make a big difference in a person’s creation process, and it’s one of the reasons I started this blog!

Let’s talk about resources. Let’s talk about how/where we can learn as artists, and support each other in the groundswell.

Let’s build.

Continue reading Lean on me: Supporting your listeners, lovers, and/or fans.

Listening to the groundswell.

“Two ears, one mouth, use in proportion” – Marlon Wilson

When working towards groundswell thinking, listening is an important step in gaining true understanding of what people are saying about our work, brand, company, etc. There are those that spend millions of dollars on marketing, attempting to manufacture facades – the music industry is guilty of this constantly. Ultimately, Li and Bernhoff tell us in Chapter 5, “Your brand is whatever your customers say it is…in the groundswell where they communicate with each other, they decide.” (p. 134)

If we really listen to the groundswell, we can gain some valuable insights. But how do we listen?

Continue reading Listening to the groundswell.

Talking with the groundswell.

I’ve been learning a lot from the groundswell. I’ve been learning new things about what it means to make a real impact using social media, something that can be a source of noise in our lives. Recently we looked at the POST process and how it can help us plan our online and social media strategy. Prior to that process, we needed to figure out what it was we wanted to do – what is our objective? Of those five objectives, we chose talking. 

When it comes to groundswell thinking, talking is more than “advertising.” In “Groundswell”, advertising is described more like shouting than talking (p. 168). Think about your news feed on Facebook – how many artists in your friends’ list are shouting? For the marketers reading this blog – maybe they shout in 15 posts daily touting their new video (that’s frequency)… or maybe they only tout it to their 150 followers (that’s reach). As a music listener, do you enjoy being shouted at?

In Chapter 6, I read about the different ways we can talk with our audience through social media. If you’ve got quality content to share, people will talk about you with their friends (that’s reach), and the amount of shouting you’ll have to do will hit zero (that’s frequency). Talking with the groundswell isn’t the same thing as marketing; don’t shout – have a conversation.

Continue reading Talking with the groundswell.

Blue Note Records and the groundswell: A lesson in POST.


Previously, we discussed the mental shift that needs to occur when implementing our strategy for engaging people on online. In Chapter 4 of “Groundswell”, Li and Bernhoff begin looking at how we can clarify our objectives for working with the groundswell and developing a strategy.

Blue Note Records, one of the most revered jazz labels in the world since 1939, is marketed primarily to adults aged 25-54, well over the average music consumer. 75 years in the music industry with no support from media or Top 40 radio. This shows a level of dedication from their fans to buying their releases, which they do through traditional channels as well as online.

We’re going to use them as an example in considering strategy for engaging the groundswell.

Continue reading Blue Note Records and the groundswell: A lesson in POST.