DON’T LEAVE YOUR MAGIC AT THE FOOD COURT

Ally Crowley-Duncan plays the bagpipe.

She posted a video of herself playing some Metallica songs, and of course an internet ding dong left a comment saying “bagpipes don’t belong in Metallica.”

Then Metallica leaves a reply, saying “this guy doesn’t speak on our behalf. You’re awesome.”

That’s magic.

What I’m getting at is this; don’t leave all that magic on social media, because (ahem) these sites sure didn’t.

Each one of those sites sold ad-impressions against that story. They made money from that magic.

That ain’t wrong or bad, it’s just how the internet works.

And it’s why you should be doing the same fucking thing.

Put your magic on your website, then arrange some of your merch items around it. Or tour dates.

Get enough people to your site, and people will buy something. Fans buying things is good, because then you can pay the rent.

Fill your website and newsletter with your magic; the videos, the wit, the sass, the live photos from sold-out festivals.

Your social media feeds are the party. Loose and free, filled with witty rants, spontaneous photos, lengthy captions.

The likes pour in, and the replies.

Party in the back.

Then you subscribe to a band’s newsletter and get their “email blast,” which is just a few vinyl mock-ups of their album, some text, a button.

No lively text. No attitude. No swagger.

Business in the front.

Don’t fall victim to mullet marketing – make your email newsletter and website as riveting as your social media feeds.