June/July 1996

music@cyberspace.com

Cyberspace, the final frontier. To boldly go where all bands should -- the net. NAIRD's Selling@music.com panel provided some of the best examples of what the net has to offer up and coming musicians.

Web site developers, providers and online retailers made up the panel. Paul Schalzken (National Online Music Association, www.songs.com/noma); Andrew Sternhal (CD NOW, www.cdnow.com); Jeff Order (Order Records, jorder@aol.com); Rick Dunetz (MEG Productions, www.megnet.com) and Millie Price (Monster Bit Media, www.monsterbit.com) shared their knowledge on what the web can do for an artist' s career.

While the web may be unchartered territory for some, it has become the fastest way for bands to build name recognition and sell product around the world. Where else could you tell someone in Ireland about your recording session in Spokane? Where else could you build your very own international mailing list? Where else could someone in Nigeria find out about your world tour schedule? Where else could someone from Nepal hear a sample of your hottest release?

Once you have decided to claim your corner of the web, Rick suggested you Know the lingo. Educate yourself on what the web does and how it does it. Learn some of the key technical jargon (http, html, url, java) and well as the online slang (flamming, TTFN, BTW). Also be aware of the rules of etiquette. Hard core sales plugs are frowned upon in certain areas of the net.

Decide what you want your page to say and do. Andrew stressed, Information is more important than image. A web page must contain information its readers can use. Include contact information, as well as bios, tour schedules, discography, and photos. If you plan to sell your music online, audio or video clips will give viewers a better sense of your style and sound. Look at already established pages. Note what you like and don't like and use that information to design your own page. Because your goal is to keep viewers interested in your page, the information must be kept current.

When you know what you want, your next challenge is to find someone who can do it. Numerous access providers, and web page builders have sprung up around the world. There are even do-it-yourself books available for the more adventurous. Panelists warned against offers of free services citing hidden problems that often occur after the page is in place.

Finding the best deal for services is the key. Don't be intimidated by jargon spouting techies! Ask, Ask and Ask questions! Establish who has creative control and ownership of the page, says Millie. Find out how long the company has been in business and how many unique pages have been developed (after all you're an artist like no other, right?). The type of equipment and programming languages used are important if you plan to take over the programming and maintanence of your page and to determine the compatibility of your design with other systems and providers. Can your page be developed in a foreign language? The audio and video transmission capabilities of the provider and the viewer must also be considered. Who is the staff in charge of your page and what are their qualifications? What is the cost for connection? How are those costs calculated and billed? Are package deals available? Who handles maintenance and training? If you are selling product via the internet, credit card transmission security is a must. Establishwhose responsibility it is to process the orders and deliver the procduct.

Okay, your page is on the net but, unless you promote it, no one may ever see it. How can viewers find your page? Include your web address on all promotional items. Have your page linked to various search engines (Yahoo, Web Crawler), and similar web sites (Musicarts.com). Or hire a publicist to actively promote your site on the internet. Paul predicts internet publicists will be the next new job trend in cyberspace.

Now is the time for all good artists to register a domain name in cyberspace. Internick in Herndon, VA can help you register your name but you must have a provider first. Domain names are the beach front property of the 90's, so act soon! Claiming your own corner of the web can secure your place in the new frontier.