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My Story

Marketing Experiments

After all, we are artists and we have to try different stuff.

Numbers don't always show the whole truth, only the side that is countable. That's why I'll make a lot of decisions based on the hinch inside of me and based on my experience.

The Music Industry had never applied the 80% of the stuff other industries do. That means there is plenty of room for experimentation.

It's true...

...I started studying marketing myself for a simple reason: I wanted to promote the music I create myself, without having to hire a costly manager or promoter to do the job.

In the meanwhile, fell in love with the amount of psychological factors involved in our buying behaviour and felt amazed about how 'humanly' designed the current marketing tactics and tools are. Web 2.0 simply gives us incredible, never-seen-before opportunities to get creative and offer customer-driven sales experiences.

In a sales equation that involves Product Creators, Marketers, Products and Buyers, the three first parts get better and better all the time, while the part that gets to be the winner at the end is the Buyer. And that fascinates me.

It took me a lot of time to realize all this; long hours of studying and following links in a labyrinth of content on the web. Along the way, I bought products that helped me deepen my mindset and perception about marketing, such as

  • what people want
  • what drives sales
  • what triggers their buying buttons
  • what is ethical while selling
  • where we're heading and what could be the future in services
  • how to differentiate yourself
  • what and how good competition is
  • what type of marketing techniques apply to which type of people
  • why interactivity is here to stay
  • how we're moving to different media eras, shifting from the 'Electrical Age' to the 'Digital Age'

and what are the basic fundamentals of marketing itself - what is the psychology of buying in general.

Surprisingly... when I started my research, first stop being "music marketing", then expanding my field of studies bit by bit, and it was time that I implement those numerous marketing techniques and strategies to my own content - my music - I found myself astonished by one single fact:
The Music Industry had never applied the 80% of the stuff other marketers were doing in various saturated niches - subcategories of product themes to market. That means there is no evidence whether some strategies that worked in the book business can work in the music business as well.
I doubt that every single promotion tactic out there will be equally successful in music as well. But remember, buyers show what's worth it. Assumptions are mere assumptions, till proven to be successful or failures. After all, who would believe that a DIY furniture retailer would outnumber all the furniture brands worldwide? I'm talking about IKEA. That means, if there's no proof, there's room to experiment.

And there is plenty of room for experimentation. After all, we're artists and we have to try different stuff.

My name is Tommy,

My name is Tommy

Tommy Darker and I'm interested in discovering new ways to market the music we create, blending traditional and digital-age marketing strategies and techniques used in other industries.

My goal is to create a unique experience for selling music in the digital world, throughout expereminentation and imagination/differentiation.

During the whole process, I'll use my music and my art as the 'monkey to play with'. The interesting part is that I'll document what I do and the excessive results and findings, for the people to try themselves and take advantage of untapped territories. I'll analyze numbers and will interview people that help me along the way, for the best of my followers.

But bear in mind: numbers don't always show the whole truth, only the side that is countable. That's why I'll make a lot of decisions based on the hinch inside of me and based on my experience. Something that many corporate people don't get.

Let's see how far this can takes us.

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Thank you again for being here,