ION INDIE MAGAZINE November 2016, Volume 30 | Page 76

The catch? There’s a couple. First, there are two different types of music libraries. Non-exclusive libraries will allow
you to place your songs with more than one music library. The ability to do this may increase your chances of your
works getting used. A library that’s exclusive means your songs can only be in their library, no other. This can limit
your options; however, exclusive libraries tend to have more lucrative deals. You’ll probably have to pick between
exclusive and non-exclusive as a basic part of your promotion plan.
Second, even if your work is successfully placed in a music library, there’s no guarantee your songs will ever get used.
As an example, our publishing company successfully placed a couple songs in a music library for MTV in 2007. We
have never seen a single use from those placements.
3. Pitch services. This area continues to evolve. But at the same time, the more things change, the more they stay the
same. That means, as much as there are new businesses promoting new ways to get your music to people, the
essential way it happens has never changed (See Rule #1). Some services are legit; most are not.
The most legitimate (and most expensive) of these is the “song-plugger”. These people make their living pitching
other people’s music, mostly to labels and artists. The good ones can absolutely get your song where it needs to be-and you will pay for that access. Most will charge a monthly fee, plus a percentage of royalties if a song gets placed.
4. Do it yourself. If you: a) have nothing but time, 2) are the most amazing pitch man ever, and 3) have an unlimited
number of minutes on your phone plan, you MAY be able to get some success on your own. But I am not exaggerating
when I say this process typically takes years--if not decades--to see real success. The expense here is your time.
Of course, paying people to be your connection can become very expensive very quickly. You’ll probably have to choose
carefully which ones you think will be the most successful for you versus what your budget will allow.
But here’s a small bit of good news. As long as you have a good accountant who understands our business, most or all
of these expenses should be deductible on your taxes. I know, small consolation I’m sure, but if it helps you get a bigger
refund check come tax season, all the better.
Now we’re in full-blown promotion mode. You’ve pumped your friends for intel, you’ve started hooking up with other
services. Now comes the trap: the possibility of getting ripped off by those who claim to want to help. How do you spot
them? That’s Rule #3, which we’ll cover next time.

Paul Bordenkircher has spent the last three decades building a wide base of knowledge in the fields of studio production,
live sound, publishing, marketing and promotions. Mesa Sand Music offers independent artists the kind of background
and knowledge gained only from hands-on experience in the challenging entertainment industry. He's also the developer
for SongNook, an organizational tool for songwriters, at SongNook.com. His Music Biz Blog is at: www.mesasand.com