For the independent artist self-promotion is almost as important as the music itself. How many times have you heard a friend talk about how they know someone who is just the most amazing drummer, guitarist, songwriter, etc. but who only plays in their basement. A good song is essential to making it in the music business, but so to is having connections and knowledge on how to promote oneself properly. Without the latter, you can spend the rest of your days as the most amazing garage musician to never leave their house.
Knowing this, I've been reading and reading and reading some more on the various ways that exist to promote one's art. There are literally a gazillion websites that exist to upload your tacks to (MOG, Sixtyone, Garageband, Reverbnation, etc.) and you hope that maybe a small percentage of their readers click, listen, and enjoy your music enough to pay for it, or at least spread the word a bit. Then there's the blogosphere. It seems that every university music junkie and their grandmother has started a blog about the music they currently enjoy. The most widely read of these blogs (like Pitchfork and Stereogum) are now considered filters of what is hip and listenable in the indie community. Smaller blogs tend to follow the lead of the big guys, by either reviewing the same albums, or putting a local slant on the bigger "indie" artists (by reviewing a show, or something similar). In the last few months I can't count how many Basia Bulat, Efterklang, and Owen Pallett reviews I've read. Don't get me wrong, these artists are fantastic (if you haven't heard Pallett's latest go buy it Right Now), but with the mainstream "indie" press and blogs already covering how wonderful these artists are, wouldn't it make sense for the smaller blogs to try and source out something that nobody has heard of yet? There are only a few blogs looking at the truly obscure, unheard of bands. One of my favourites is Obscure Sound where Mike the editor is constantly on the lookout for good but unknown bands that he can review and thus promote on his site. Unfortunately Beware! The Leopard is not on Mike's radar yet, hopefully one day.
It may sound like wingeing and I suppose it is kind of, but I just find it odd that in an era where everyone complains that mainstream media outlets are facsimiles of each other without adding anything new or interesting to the mix; that the indie community would continue the trend in their own way.
So come on guys, whether it's reviewing our album or the hundreds of other small indie artists looking for any small break, there loads of room to offer something new to your readers. I implore you to please try it.