The Blogging Side Of Music - Part 1 of 5 - Matt Moran
Monday, 7 June 2010, 2 Comments
Welcome to part one-of-five of the MicControl.com interview series, The Blogging Side Of Music. This series will explore the dos and don'ts, the styles and techniques, and ultimately the tips and strategies of a successful music blogger. Each day, The Blogging Side Of Music will feature the interview of a different style of music blogger, ranging from a musician who uses a blog as part of his promotional strategy to the general manager of a major digital PR firm who runs a music marketing strategies blog.
Today we will be speaking with performing songwriter and founder of The Songwriter Online, Matt Moran. Matt regularly blogs on his own website, where he shares an insightful look into the life of a performing songwriter:
Describe yourself as an artist.
Simply amazing! Oh wait… If we are talking genre, I guess Americana, country cross-over is the best explanation. Sort of a John Mellencampy, James Taylory – with a little more edge – sort of thing. *shrugs*
Why did you decide to form a blog? How does a blog fit into the overall structure of your marketing strategy as an artist?
I come at blogging more as a writer. Several years ago wrote articles and then had a book published about careers in computer technology. I started blogging back in 2003. 2004 very actively. I understand its effect on search engine placement and on engaging an audience.
Describe the direction of your blog. Who is your target audience?
I have a couple blogs – my career blog is IT professionals mostly but crosses into business professionals. My music blog is primarily aimed at listeners, and I have a blog-based website where I put tutorials and tips for bands and musicians who wish to take advantage of technology for their own career.
Why have you maintained a presence in social networking communities such as Facebook AND established a blog?
Social Networks serve a function but they are not YOUR network. I want to own the space of Internet real estate people visit. So social media sites, Facebook for instance, is a utility to engage listeners and other music professionals but in the end, I want them on my site, at my blog, on my mailing list.
As an artist, what benefits do you receive from blogging that social networking cannot offer you?
I own the space. I can have more engaged, less interrupted, conversations. Okay, honestly, conversations might be a stretch but when someone in on my blog, it is just me and them. There are not 50 other micro-interruptions between us.
What is your most gratifying experience as a blogger?
Many years ago I witnessed a bad accident and blogged about it. A car directly in front of mine was hit head on by a car that had jumped the freeway divider. The guy in the car in front of me was thrown from his car but survived. I blogged about it because I had used a t-shirt from the blogging community to help an EMT on the scene. I wrote about how scary it was to be there and how life is very precious. Almost a year later, I had lunch with that man – and he, his sister, and even his ex-wife commented on how reading the blog gave them a sense of closure – of knowing what had happened.
Are there certain types of people who tend to become more engaged with your blog than others? How do you build upon those relationships?
I don’t really analyze who comes to a blog and engaged, although I should. However, I do believe blog entries should be relatively short. It is easier to engage the busy read. I break that rule nearly every time.
Should blogging be included in every artists' promotional strategy? How can maintaining a blog help an artist to advance their career as a professional musician?
Blogging SHOULD be a part of any artists strategy but only if they are going to maintain that content regularly.
What were the first steps you took in establishing your blog? Did you create a set plan on paper or was it simply off to the races?
Definitely off the races. Then modify as I go. I’m still doing that more or less.
As a blogger, what inspires you?
I’m a writer. I write essays, poems, opinion pieces, articles, stories. Inspiration is not my problem – time is.
How much time do you spend looking at other peoples' blogs?
This varies a lot. There are times I go on reading binges – and spend two days catching up on other bloggers I like. Then, there are times I go into one way content mode. I am producing and can’t really stop to read others.
When you began blogging, did you know your target audience? Did you have a set style and voice for your blog?
Hmmmm… I write my career blog and my music blog with very much the same voice – mine. I don’t have a contrived attitude. My personality is the sort that is going to come out.
Do you have any recommendations for new artists looking to establish their own blog?
Ultimately, you can blog in a variety of places. I teach and help setup Wordpress based blogs but there are popular blogs that are run on blogger or any other platform. Content is king.
What is the most difficult aspect of blogging?
Sticking to your schedule. Don’t second-guess what you are writing – write it first, then edit. Also, and this is true with social media – have standards for what you and won’t EVER write about. I don’t write about any negative aspects of personal relationships with others. I set this standard because I have seen people, in anger, write some pretty damming things and then spend the next 12 months battling the fallout. It’s like this, “I’m sorry your husband, wife, significant other, cheated on you and is an alcoholic – but that is a private matter. Don’t bring me into your personal tabloid.”
Understandably, not every aspect of blogging can be learned and established right away. Was there anything that stood out to you as something that formed or became more distinct over time?
Short-entries and pictures are interesting. If you have a longer entry, break it into multiple parts.
As a musician, do you find fans to be more receptive to certain types of content over others?
Hmmm… Tell your back story –not your PR story – but the real story.
How important is maintaining consistency? How often do you blog?
Bad few weeks to ask me this question. I blogged 2+ times a week on my career blog for nearly 3 years. I’m in a bit of a schizophrenic content stage right now, so I am revisiting this question. However, I would recommend you blog at least once a week.
Have you ever gotten stuck while writing an important piece for your blog? How did you overcome the writers block?
I don’t really have writer’s block. I have, at times, struggled with whether I want to release this particular content – an idea or controversial topic. But ideas for blogs are pretty easy for me.
What strategies do you use for maintaining a consistent blog?
Again, bad few weeks to ask this question. However, what I do with clients is create a content list and then put it on a calendar. Stephen King’s book, “On Writing: A Memoir of the Craft” was instrumental in this idea. He sort of poo poos the idea of your muse and waiting for inspiration. His admonishment, “Show up at the same time, same place, every day and write so your muse knows where to find you. And if she (or he) doesn’t show, do the heavy lifting anyway.” So, create a content list – 2 to 3 words per line for an idea for an entry. And then, schedule your writing time.
How important was the idea of giving value to your audience when establishing direction and style of your content?
I think this is less important for the artist’s blog. It might be for a blog focused on a specific discipline. The most important element is good and consistent content.
How does a blog offer value to fans in a way that a social network cannot?
They can get more of the story directly.
Do you have a favorite blog tool or widget?
Microsoft Live Writer for authoring my blog. I love wordpress’s various plug-ins for audio and video content – players and things like that.
Check back tomorrow for Part 2 of the MicControl.com interview series The Blogging Side Of Music. We will be speaking with national touring musician and founder of Head Above Music, Dave Tamkin.
If you are a music blogger or musician blogger and have suggestions or feedback about today's interview, please feel free to email me or leave a comment below!
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