brianfending.com

So I was loading into CBGB's 313 Gallery as part of the Fending/Matis tour and the band scheduled right before us was handing out free CDs of their material, essentially enough material for an EP (probably eight tracks). Jon and I introduced ourselves as Fending/Matis, which spawned an interesting correlation to Simon & Garfunkel. Nevertheless, I digress. I took the CD - they had a stack of them - and let them get back to promoting their upcoming show. The CD itself had their name, a track listing, and a link to their MySpace page, all scrawled on the back of the paper sleeve in messy but legible print.

It worked, right? I'm writing about this band, their CD, their... uh... What was their name? I have zero chance of remembering in part because the name may have sucked. But it was probably because - you got it - I never removed the CD from its sleeve. I had not one ounce of motivation to do so. Did others? Maybe, but what about *this* type of consumer, the one who takes the painstakingly-labeled product and puts it on the floor of his car until in need of convenient coasters for camping? (Incidentally, I know there is no such need. It's still my example, though.) It's still in my car, but only until I get around to cleaning it out next week.

How to you reach the guy who will take the CD but never listen to it? Is that consumer reachable? I would argue that I'm *quite* reachable, but when I think about it, these are my suggestions for increasingly feasible outreach methods:

1. Call me and play something live for me over the phone. (I know: silly.)
2. Email me a link to an MP3 that I can listen to whenever I want. (Assumes a relationship.)
3. Play something for me RIGHT THERE ON THE SIDEWALK and have somebody else handing out the CDs instead of - or alongside - a tip jar. Not outside the club, either - it's too late at that point. (This isn't like Elvis Costello going to other bands' gigs talking up his competing show to the A&R reps that weren't going to come to hear him.)

Putting any amount of onus upon me assumes my interest. I have none. Not one iota. I need a sample that requires zero effort.

Having thought about this crusty response in relation to my OWN marketing, I have to say: I suck at this, too. I am *worse* at it in that I don't even try the "Free CD!" idea. So what should I do? I have some thoughts, but am more interested in the ideas of others before I go pontificating.

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