Curt Siffert

I recently signed up for "pay-to-play" promotions for Last.fm and Jango.

Last.fm and Jango are both systems that will recommend your music to others based off of similar tastes. Users of the sites listen to music through their online players, and they get a mix of artists that are their favorites, and new artists the system believes they will like based off of analyses of "similar artists".

The question for independent artists is how to break into that and get your music recommended to new ears. On the one hand, the whole point is for listeners to find new artists - that's you! On the other hand, the system needs to know about you, which requires many listens from many people. It's a catch-22.

So the way around that is to buy plays from these services. There are of course a variety of opinions on whether a good artist should even need to do this, but listeners need to hear about music somehow.

I decided to test Last.fm against Jango. I used two of my songs, She Believes and Damn My Eyes, and I picked the smallest play package for each. Here are the results:

• First, I signed my last.fm copy of Damn My Eyes up for a promotion of 100 plays for $20. I chose similar artists of Ben Folds, Jamie Cullum, Harry Connick, Jr., Randy Newman, and Marc Cohn.
  • Full Listens: 71
  • Skips: 27
  • Loves: 3
  • Bans: 1

  In addition, another last.fm user recommended it to a friend of theirs.

• Then, I signed my last.fm copy of She Believes up for the same promotion - 100 plays for $20. I chose similar artists of Billy Joel, Ben Folds, Jamie Cullum, and Harry Connick, Jr.
  • Full Listens: 75
  • Skips: 23
  • Loves: 0
  • Bans: 0

  In addition, two people outside of the campaign "loved" the track during this time.

• Then, I signed myself up for Jango - on my artist page you can see the rough results. I ran two separate promotions. The first one was for Damn My Eyes. The minimum was $30 for 1000 plays. You need 50 "likes" for a song to get into general rotation. After 1000 plays, I had somewhere around 200 likes, and 10-12 fans.
• After that, I signed up again for She Believes, for another 1000 plays. I got another 150 likes and another 6-8 fans I believe. It's hard to tell which stats are for which songs because their stats page doesn't list a complete history, but that seems to be the rough breakdown.

To judge these results you can go listen to my songs to get a relative sense compared to other music you like. But when judged against each other, my rough conclusions are that Damn My Eyes is slightly more likeable (in a broad sense) than She Believes - however I find that She Believes tends to make a stronger impression on the people that like it.

But regarding the services themselves, while it was fun getting the extra listens, I'm still not sure of the benefit of either of these services, for a variety of reasons.

1. Last.fm does not give you a sense of where that critical mass point is. How many listens does it take for them to start recommending you after a paid promotion? After the conclusion of my promotion, I haven't noticed any additional plays of my tunes through last.fm. Having no sense of how many listens it takes, I don't find it worth the money to pay for additional promotions.
2. It's too early to tell with Jango since my promotion just ended, but I think I am getting at least a couple of plays a day out of Jango now, after the conclusion of the promotions. That's not a lot. I'll report back here if that jumps up at all.
3. Response rate sucks. I tried writing my last.fm listeners to say thank you, and I got some new last.fm "friends" out of it, but out of more than 100 messages that I sent, only two wrote back, and I only got one new signup to my mailing list. I am sure this is because many of the plays had to have been to passive listeners.
4. It's the same with Jango. I've tried writing all of my 18 fans independently and I got one signup - a guy that joined my facebook group. This is better than last.fm, but Jango is still confusing here - I can see on my page who has "liked" me and who has signed up as a "fan". In terms of functionality, there is absolutely no difference. I can't write all my fans at once.

My whole strategy at this phase of my career is to build my mailing list and write songs. I don't yet have a cd or a product to sell, so I use my music to build my mailing list so I have as many likely buyers as possible when I eventually do have something to sell. So from my perspective anyway - and factor in your own opinions of my music quality - it doesn't look like these services are worth the results. I basically paid $50 per lead. (Update: Jango response rate is getting better - their listeners might be more active.)

Now, there are several things that could moderate these conclusions:

1. Continued future plays could yield more mailing list signups, which could make the services feel "worth it". I'm noticing Jango plays, but not Last.fm plays.
2. Since my two tracks are well-mixed but one-off rehearsal takes, better produced studio versions of the same songs might yield better results
3. Flat-out better music might yield better results, but that would always be true even if you're Mozart.
4. I'm sure I could design a website that would better designed for increasing mailing list signups.

But overall I think it's important to note that both of these services appear geared to the listeners, not the musicians. It does a good job of introducing new music to listeners, but neither do anything towards encouraging the listeners to become active supporters of the musicians behind the music. There is a lot of music out there, and you're really just sort of being anonymously presented to people. This creates a low likelihood of building an actual relationship.

Update: I'm informed that Jango is only a few weeks old. My impressions of Jango overall are positive, and it's clear they're actively working on functionality. After getting another 3-4 mailing list signups I'm more optimistic that Jango's promotions might be worth it.

I've been collaborating with Quoting Napoleon as their sometimes-keyboardist lately. They already have a cd released, and also have their songs available through snocap, which I think is a pretty cool system. You can browse clips of their songs here and then buy them for full downloads. These are the songs they came up with before I started playing with them more regularly, although I am working out some subtle keyboard parts for these songs, too.

One of the things I'm trying to learn how to do is how to promote these songs effectively online. I'm not even thinking about how to earn money on them yet as the first step is to build audience.

First step is to upload a new song and tell my family and friends about it. I've done that. Next step is to figure out ways to make it a bit more viral and submit it to services, though. And for that I need your help!

I'm a member of GarageBand, iLike, and Facebook, and they're all kind of linked together. So if you want to help out, please do any or all of the following:

• Visit my artist page on facebook and add my music to your facebook profile. It's easy, all you have to do is click the "Add to Profile" link next to the song. You can also then choose to dedicate it to your friends if you like and encourage them to add it to their profile (and tell them to dedicate/pass on, ad infinitum). But also make sure to click the "(click) to iLike" button below my picture!
• Visit my iLike page, and click the "iLike" button on the page. You can also click on each of the songs and click the "iLike" button for each of them as well. It appears most important to "iLike" the actual artist, because that improves how often I get recommended to other people that might like my music. Fastest way, click this button:
  
  
  
  
  

There are probably other things I could do but I haven't found them yet. Leave me a comment if you have ideas.

Well, it's been almost four months since I've launched this site. I've wanted the site to become something akin to a framework, workflow, and representation of my efforts as a musician. I think I've succeeded there. Whenever I create or accomplish something musically, I have a place to put it. So now (and perhaps this is partially because of how me having a cold affects my brain), I'm moved to review and think about how it's all working.

"A place to put it" is interesting. Because if I were to merely keep these things in my head, in iTunes, on a scratch piece of staff paper - they'd still exist, I suppose, but it doesn't feel like any of them have life until I put them somewhere where there's a chance other people might experience them, or perhaps enjoy them.

But everything has a home right now. I have a place for my song drafts. A place for my improvised piano pieces. A place for my jazz standards (although a password is needed there). A place where I can write about what I'm doing, a mailing list where people can sign up, which gives an excuse to summarize my own progress to give myself benchmarks.

So far it's a good experiment - all combined, I've interacted with this site in some way every day since then. It kind of gives me something to react to, which helps me take music more seriously in a way that feels natural rather than disciplined. It's having good results too - I thought up, wrote, and learned I Have A Cold in about three hours. It's a stupid silly song, and I was completely punchy - laughing about it while hopped up on cold medicines - the sort of thing where the mood that drove the creation of the song would have passed in a few hours. Six months ago I would not have been able to capture that complete song in time. (Which, in the case of that particular song, might have been a good thing! :) ) But it's a cool feeling to feel that I am starting to have a more direct pipeline into whatever it is that enables us to write cohesive songs.

I've started to look at the site as a marketing vehicle, too. Not that I have anything to sell at this point, but I have liked the idea of the site gradually attracting readership/listenership. I'm going to use a bad word here. I am currently what is known as a "hack". :) The real definition of a hack is someone who gets their support by people already known to them. I'm basically tracking my "hack quotient" by keeping track of who is on my mailing list. Right now, almost everyone on my mailing list is someone that I already know - family and friends. If I divide the number of People I Know by the number of People On The List, then that means I have a "hack quotient" of somewhere between 91.3% and 95.6%. I am hoping that number decreases over time! I do notice that viewership is increasing a bit, which is encouraging. Some from a couple of links I create, like my sig at an unrelated discussion board I frequent, or a couple of comments I've left over at jonathancoulton.com (my unwitting mentor), but I'm also noticing an increasing number of google searches for "curt siffert" and also for Balancing Above The Air.

The question is what to do next. It's fun to think about what level of success one can get just by focusing on the online end, but I really don't want to limit myself to that. There are several challenges and possible directions here.

I'd like to play out. I haven't performed for too many months now, although performing for my recorder does at least help a little. The problem is basically repertoire and instrumentation. I'm not a guitarist, so I am not as flexible as a guitarist singer/songwriter. I now have two songs that I can perform as a solo singer/pianist, but they're both what I like to think of as "contrast songs". I need more meat and potatoes songs. I also have two songs that can be performed as a group with a guitarist, although Together would require some thought on how to arrange it. Basically I just need to create more rep.

I do have an instrumentation - I know both a good drummer and bass player who would be psyched to play out with me once we have material. I love the idea of doing some Jamie Cullum crossed with Ben Folds type stuff. And my band Deja Nu is also interested in performing some three-horn arrangements of my stuff too as I write it. So I've definitely got options. It's basically up to me to come up with material.

There's also the option of me pursuing new age piano stuff, although it doesn't particularly thrill me to consider being a new age live performer. But I am currently in the midst of producing a cd of some of the better tracks. It'll be a short run for now, just to get things up and sellable on iTunes.

Beyond that it's about just creating more songs and seeing what opportunities and brainstorms happen. I'm also thinking about whether it makes sense to keep uploading rough drafts of material here. There's kind of a quality point material needs to be at before you'll start attracting the kind of attention that will lower the "hack quotient". :) But for now, I'm happy with the way things are.

So, after doing a bunch of research, I've finally figured out how to apply the creative commons licenses to my works here.

All my piano musings have a by-nc-sa license applied to them. That means that you can, without having to contact me and ask, download the pieces, and share them provided my name stays attached. You can also adapt them into your own works provided you apply a similar noncommercial license to the resultant work, and again give me attribution.

All my songs have a by-nc-nd license. That means that you can, without contacting me to ask, download and share my songs provided you keep my name attached. nd stands for "No Derivatives", meaning you can't adapt them into your own works. So it's a slightly more restrictive license.

You can of course feel free to contact me for more permissions on any of them, though. Some of the art musings have already had extra permissions granted to them (even though they are connected to my tunes, I let the artist have commercial purposes for the resultant art). Just contact me, I love to collaborate.

It was fun figuring out the technical end - in addition to each page having a creative commons badge, I was also able to give each song a friendly page name, such as http://curtsiffert.com/phoenixgrace for Phoenix Grace, and even embed the copyright information into the mp3 for each song. That means that as these songs propagate to file-sharing networks, the url for the song home will be spread out there as well, so people will be able to find me.

Well, part of the process of getting to know my own website is reacting to new information. I was so much in the mindset of having this be a site about my creative process and development of a jazz musician that I didn't think anything of posting recordings of me playing jazz standards, but it is evidently illegal (and I should have remembered that).

The songs still exist on the site, but just in unpublished (not public) form. I can of course send recordings of me playing to my friends. So I will eventually open up the site to memberships, and add my friends (which are most of you) to the list - that way they'll be available by request.

In the meantime, I have posted a new Piano Musing called A New Steeple. I've also posted another one of my originals, As One, to make up for the loss of the standards. I'll be using the Bits And Pieces podcast more for song ideas, roughdrafts, and other original material from now on.

More postings coming soon about the art/music collaboration that Kasey Baker and I are doing.

I just had a rather odd phone call.

Riiinng

"Hello?"

"Hello?" Foreign accent. Caller ID said "Farias Pro" at 818-909-2262.

"Yes, hello?"

"Yes, is this... museworld productions?"

"Uh, yes, yes this is Museworld Productions." No one has ever called me for Museworld before.

"Yes, I am calling to inquire about ringtone licensing for one of your songs."

"Oh, really. Which song?"

"I Will Survive."

"Oh, you mean As One?" Odd, because I had just started working on a piano/voice arrangement of it and had just hit a breakthrough. Very strange.

"Yes. I am calling to inquire about ringtone licensing."

"That's possible. Can I ask who you're calling on behalf of?" She mentioned Farias, it was meaningless to me. "Well, let me give you a little more information. I'm Curt, I wrote the song. Did you find this off of the website? It's a personal website of mine." She sounded a little confused. "Oh, then did you find it off of ASCAP?"

"ASCAP, yes."

"Have you heard the song?"

"No, no I haven't. But your name is Curt? Curt Siffert? Thank you for that."

"Sure. Are you calling on behalf of an organization?"

"No, I am calling on behalf of my boss, Gustav (something). It's for a new company."

"Oh, I see. Well, licensing is a possibility. What did you have in mind?"

"Well, I am just calling to inquire about who to talk to about licensing. I have that information now, your name and number. So let me get some details together and we will call you back. Thank you so much for your time!"

"You're welcome."

No idea what that was all about.