could provide such a connection? Another example; A fellow teacher at my elementary
school and I became friendly over time. She knew of my past as a freelance drummer.
She and her husband even came to see me play RENT on Broadway one night. One day
she opened up about her family and mentioned that her sister was a lawyer in the enter-
tainment business. It turned out that her sister was indeed a lawyer and was Vice Presi-
dent of Sony Music International and was partners with icon Tommy Mattola. (Her name
is Michelle Anthony. Both Tommy and Michelle have since left Sony). Much later,
Michelle was able to get my music to Sony’s A & R department.
I have dozens of stories like this where I met people and musicians in one situation
that later on recommended me for record dates, Broadway shows, tours and more.
With all that said, I can bullet a few of my own guerilla marketing and promotion tac-
tics.
- Let everyone know you’re open for business and what it is that you do. Then stay alert.
- Recognize everyone as potential link to a business connection.
- Maintain an interest in what your colleagues are doing and support them, even if it’s an
“atta boy” kind of thing.
- Tell the business community–flat out–exactly what you want to do, or what the goal
for this CD, tour or project is. Don’t be coy or manipulative. Just don’t be pushy about it
and remain humble.
- Use media by sending out press releases promoting your events and accomplishments.
- Identify your angle and make it interesting and, for god’s sake, somehow make it more
than just about you! In other words, explain how your supporters and patrons will bene-