2 Ways To Give Your Music Away

the fantastic Meiko, who I discovered only after streaming her music

Photo Credit: mashmal

There are two main ways to give your music away. Either allow people to freely listen to the tracks an unlimited about of times by streaming, or alternatively allow them to download the tracks to do with as they wish.

Last time we looked at 4 reasons to give music away free, this time we are going to learn how to do it. Both streaming and downloading have their own benefits and are suited for different applications, read on to discover which method you should use, and how to apply it.

Should I Give Full Versions or Excerpts?

This question usually arises out of the fear that free music is a substitute for CD's or paid digital downloads. Some say streaming or free downloads are acceptable substitutes and they will not be directly inclined to purchase your album. There is not wholly conclusive data on to confirm this, however there is data that correlates free music to sales, which you will see shortly below. For most, a free download or the ability to try-before-you-buy will only entice them moreso, if they like it, to purchase something from you.

anecdotal and empirical data suggest a correlation between free downloads actually increase sales.

Let me put this clearly though, excerpts do more harm than good. It typically takes multiple listens of a song/artist before a fan starts to like them. Many pop songs are 'manufactured' to include what's come to be known as 'pop hooks' in an effort to bring this number down. Other songs like a fine wine, get better with age. The more you hear them the more you like them. If a potential fan does not connect with your short excerpt then you run the high risk of losing that fan, and many more after them.

Excerpts on their own are worthless, though if paired with say some visuals in a longer piece they have teh potential to add value. Full versions when paired can be even more successful, just look at this band who rose from obscurity after having their song synced on a youtube video. Both without their initial consent and knowledge. Now, their songs are selling better than before. 

Streaming

Streaming, allowing people to hear your music for free without obtaining their own copy. This allows you to maintain some degree of control, though that is merely a by product as controlling distribution is no longer relevant. Streamed music has the least barriers to play. Typically all that is required is to click 'Play'. For sharing music between friends, family and the internet being able to send a link to a stream on a website is by far the easiest for everyone.

Just about every music discover service from Pandora to Last.fm, Spotify to thesixtyone streams their music. Some (with the artists consent) allow downloading of specific songs. Spotify also allows downloading for offline listening, however this downloading is different to normal downloading as downloaded files are only avaliable in the Spotify app.

Widgets can also enable streaming of music and can be embedded on websites. SoundCloud is perhaps the leader in this field with the nicest and (currently) most talked about widget. Some other widgets are site specific, for example MySpace's music player.

The drawback with streaming is that it requires an internet connection, and typically requires either a web browser or specific software. These obstacles do not make it an ideal substitute for typical everyday music listening, however they make it perfect for music discovery. Streaming music can be shared and played with the greatest ease, thus is perfect for discovering music.

Downloading

On the other hand, downloading lets your (potential) fans have their own copy of your music/song. This has its own set of advantages and disadvantages, but these are merely define the purpose of downloading. Unlike streaming whose purpose is very much to discover and share music, downloading music is more ideal for: everyday music listening, and increasing a fans love of a song or artist.

Downloading lets your fans have their own copy of your song, to do with as they wish. This means they can play it on any device they wish. As a rule of thumb, the less restrictions you have the better. DRM on your downloads is a incredible faux pas.

As fans can do what they want with downloads, your songs can be synced and mashed up. Whether you like this or not, even releasing your music on vinyl which can then be digitised leaves you open to this. It is very valuable to you though, as the more your music is spread around, the more people know about you.

Downloads can be seen (depending on quality) as a substitute to physical versions such as a CD or a paid digital download. Though all currently available data surrounding this issue finds no correlation between downloading and a decreasing in sales. If anything, there is an anecdotal and empirical data to suggest a correlation between free downloads actually increase sales.

So Which Should You Choose?

If you have warmed to the idea of giving away your music for free then the best option is by far a hybrid of the two. Allow users to stream your music on every music discovery service you are aware of, and let them either download it from the same place or from your own website.

You can ask for an email address in exchange for a fan to download your song, this is acceptable opt-in marketing. However be aware if you ask a fan for their email address to stream your music, they will hardly be inclined to give it to you. You need to whet their appetite before you can ask for anything.

Another idea would be to give your two best songs away free, no obligation. Allow your entire album to be streamed, but charge for the full download. This way you let people become familiar with all the songs, let them sample a couple of your best in their own time. And when they want to purchase (contribute) something, let them buy the album. Not to get too much into pricing yet, but don't make it too expensive. You could even try a 'pay-what-you-think-its-worth' model, setting the minimum at about $5USD.