Selling Your CDs Online

By David Barber
Commotion Music Promotion, Inc.

For musical artists there are 3 basic ways to sell your CDs online.

(Note: this article does not directly address selling downloads)

1. Get your own credit card merchant account and sell directly. This is expensive and requires an online shopping cart, usually custom. You'll have to fulfill the orders yourself, too (shipping, packing, etc.). Credit card companies and banks charge a monthly fee and various per transaction fees, as well as substantial set up fees, all of which are negotiable and vary all over the place. If you aren't selling hundreds of CDs each month, it's probably not worth the cost and effort.
Some hidden advantages to this, are that you can also get the equipment to handle credit card transactions at your gigs and you can use that to sell your other merchandise as well.

2. Go through a distributor who will distribute to online sales outlets like CDNow.com and many others. They will also offer your CDs for sale on their own website. You can link directly to the distributor's online store to sell CDs from your website.
This is cheap to get going, and low hassle, as they handle the fulfillment and the tricky website stuff. A real distributor is also going to make sure your CDs are available in record stores in the regions where you are playing and probably promote your music as well.
However, most distributors will take a big cut, generally around 50%, so the CDs have to be marked way up or you will just get less.
Companies like CDBaby.com and CD Street.com fall into this category except that they don't do retail distribution. For that reason they may be cheaper than a retail distributor (But then you need that kind of distribution, too. Don't you?) Some of them will only allow you to sell your CDs. They don't want to deal with your other Merch. (You do have other merch don't you?)

3. You can sell directly through your website using a 3rd party company like PayPal.com to process the credit cards. This one gives you the biggest cut per sale. It's basically free to set up and they charge a very low per-transaction fee (2.9% plus 30 cents pre transaction as of the time this was written). You have to handle the fulfillment. But you can sell whatever you want online, to anyone with a credit card.

No matter which option(s) you choose, make sure you shop around and compare prices. Go with the approach/company that you feel the most comfortable with. There are always new companies and websites out there that may be offering some combination or hybrid of the above options. (Beware: Sometimes low prices also mean low service levels and constant problems, and online companies are notorious for suddenly going out of business - taking your stock with them into oblivion) As your band grows you may need to reevaluate your approach and make changes.

Common CD Release Mistakes

We've seen countless local bands release hundreds of CDs. Sometimes everything goes as planned and the event is a success. Often times the release gets re-scheduled. Most of the time there's little or no press coverage. Most of the time the whole process is done on the fly with little or no planning. By the time the CD release happens the band has been through months of studio work, mixing, mastering, etc. and they just want it to be done. While we don't blame them for this, we would like to help them to avoid the most common mistakes we see over and over again that local bands make when releasing a new CD.

• Don't set a CD Release date until after the manufacturing is completed and you have the finished product in your hands. Then, set the release date two months out, so you have adequate time to promote it. We laugh every time we see a CD release date published in the weekly rag and then find out the band is just finishing up with the mixing. Don't be stupid! Even if you have been through the process a dozen times, you don't know for sure how long it's going to take to get it mastered, get the artwork together and get the CDs manufactured. There are countless things that can go wrong or cause delays. If you must publicize something say "New CD coming out in a few months" or "...in the Spring." The mastering could take a long time. Nina Storey sent one of her CDs back to California for mastering four times before it came out right. (That one came out really really good, by the way).
  Many bands have had problems with the artwork. Matthew Moon spent two years putting together material for an album, but the first batch back from the manufacturer had several of the insert panels arranged in the wrong sequence. He discovered it the day they came back from the manufacturer, the day before his big release party. Too late to get it fixed in time.
  These kinds of issues sometimes happen in any manufacturing process, but they are much more likely to happen when that process is rushed.
  Years before they were signed, Love.45 scheduled a CD release party but the CDs were still at the manufacturer. They managed to get a couple hundred of the discs rush shipped in time for the show, but there were no jewel cases or inserts ready. They made do by signing each one and selling them as collector's items.
  By making sure everything is finished completely, you can avoid anyone having to know about these kinds of problems. Get them all taken care of then schedule the CD release party. If you have gigs before that, then you can sell them as "Special Pre-Release" copies.
  Having your CD ready ahead of time allows you to:
  • Mail out your CD to the press in time for them to actually listen to it and have something in print BEFORE your CD release party. Remember, as far as the press is concerned, you are competing with signed major label acts who are also releasing new CDs. They don't wait until after the CD is released to send out copies, they do it 4-8 weeks ahead of time. Your local music editor only has so much space and he can't cover everything, so he prioritizes. If your CD release date has passed by the time he sees it, he'll probably just throw it in the stack with the rest of the local CDs he may or may not ever listen to.
  • Get your CD into the local record stores in time for the official release.. Why promote it if you don't have product to sell? Some fans may not be able to get to the release party, but they might be able to get to the record store.
  • Send it to radio stations and pray for airplay. If you get some, you're whole release will be that much more successful. Here again the major labels drop a single to radio before the CD hits the streets. Why should you do it any differently?
  • Have posters, flyers, T-shirts, etc. printed up with the same artwork as on the CD.
  • Plan a big party without having to worry that the guest of honor might not show up.
  • Get samples up on your website and be ready to sell CDs online on the official release date.
  • Additionally, you can avoid pissing off the booking manager at the venue where you want to have your release by not canceling it at the last minute. You can go ahead and schedule a date early, in hopes that you might be ready to do the CD release, but if, as the date approaches, the release gets delayed, then you can just treat it as a regular gig and schedule another one.

• Don't underestimate the effort, time and money it will take to get the thing manufactured. Once it's mastered you've got to have artwork, a barcode, inserts designed and know where you want to have it duplicated. There are tons of competitive companies out there. Shop around. Many manufacturers will give you a barcode for free, and you need a barcode so that record stores can easily ring up the sale, but educate yourself. Those barcodes will show up as if you are on that manufacturer's label. It might be worth investing in your own block of barcodes. After the party, don't forget to fill out the soundscan form and fax it in, so your sales will be documented. The major labels watch that stuff.
• Write and distribute a press release, consider hiring a professional. Press releases are not rocket science, they are actually fairly easy and there are lots of resources on the Internet to help you out, but a professional will have relationships with the music editors and writers. He/she will be in regular contact with them and is more likely to have success getting some press for your release party and CD. There are lots of other companies out there. Find one that fits you.
• Update your website to reflect the new CD artwork. Use the same colors, fonts, and artwork on your website that you use on the CD. This provides a uniform new look and helps support your CD sales.
• Promote. Many bands feel like the work is all done once the CD is released only to discover that they now have 897 more copies in the garage that haven't sold yet. While the CD Release party signals the end of the long production process, it also signals the start of your new promotion campaign. You'll need to devote some time and money to making sure those CDs sell. Don't stop now, or they'll sit in your basement forever.

Get On/Off the Stage Already!

If you are a local or regional touring act there are basically two kinds of gigs you will play: There's the play all night in the bar/restaurant kind of gig and there's the multi-band showcase, festival or opening act kind of gig. This article is about those gigs where you're at least opening for another act or perhaps playing the same show with three or more other bands.

The venue we work at and the majority of music venues that book original music in this region bring an average of four bands a night to play on any given night. Each band gets 30-45 minutes to play and there's 20-30 minutes between bands. Shows like this make it really important to be able to get on and off stage quickly and efficiently. The reasons behind this are important to keep in mind. If you take too long to get your gear on stage and ready to perform, then your band will likely get cut short. If you play over your time slot or take too long to get off stage, the band playing after you may get cut short. If you're an opening act for a national or bigger local act and they get cut short, their gonna remember that and likely take an opportunity to screw you over down the road. Now sure, your band might be better than any others out there (at least from your perspective) but causing a big show to go off schedule causes headaches for everyone from the guy taking money at the door, to the booking agent, the sound guy and even the bartenders. Yes, the crowd will complain if the band they paid big money to see doesn't get on stage at the expected time. Your band might be awesome but if the other bands all complain to the booking guy and make his life harder and he also hears bad reports from the sound engineer and the bartenders, then how eager is he gonna be to book you back? Most local music communities are fairly small and people talk to each other. If your band gets a reputation for hogging the stage at the expense of others, you're a lot less likely to be invited to play the cool gigs. Don't underestimate the politics of the music scene. They can be as brutal and vicious as a Jr. High school playground.

You were hired to start and end your set at specific times, so be professional and do your best to keep to the schedule.

Ok, now that you're clear on why you need to get on and off the stage quickly, here are some tips to help you do it:

If you're not the opening act, get as much of your gear unpacked and set up off to the side of the stage. Drummers should have all their hardware unpacked and set up, so they can just lift things up onto the stage and place them in position as quickly as possible. That means your cymbals should be out of the bag and on the stands. Guitar players should be ready to haul their amps onto the stage, position them and plug in. That means you should take your time and tune your guitar(s) before getting on stage, so that a last minute tuning check will go much quicker. Vocalists should be warmed up, in costume and ready help carry gear.

If you're not the headliner or closing act, get your gear off the stage first, then break it down. Drummers should haul the pieces off stage and then break them down and pack them up. We know you don't want to risk cracking that new Zildjian cymbal, so be careful and make sure anyone else who touches your gear does the same, but don't dismantle your cymbals and pack them up while still on stage.

Don't run off and have a smoke, piss and flirt before you start moving your gear. You're making life harder for everyone else playing after you, and half the staff as well.

Recruit a couple trustworthy (not too drunk) fans to help. Give them a free CD or put them on the guest list as a reward for helping the band.

Get someone else to sell your merch. There's plenty of time for signing autographs and schmoozing after you get your gear off the stage.



Here's a couple real-life stories:

A local jazz act with full horn section was booked to play a large street fair. The schedule was exceptionally tight with only 10 minutes between acts. That was never enough time for this jazz band who had a well known reputation for routinely taking 30-45 minutes to get onstage. This particular gig went even further south when the sound guy had trouble, causing extra delay. But the band leader didn't help by demanding a full sound check rather than the planned line check and mix on the fly approach. (A line check only checks to make sure everything is hooked up and signals are get through to the soundboard.) By the time the band actually got to play, there was only 10 minutes left in the set. The stage manager insisted on keeping to the schedule and cut the band off after only 2 songs. The huge crowd got ugly and many complaints were registered. Thankfully, there was no violence, but it did cause a very sizable commotion. The Fair organizers ended up so embarrassed by the incident that they booked the same band back the following year on a bigger stage with a longer set time, but made it crystal clear that the band had to get on stage and playing much quicker. They actually did.

A local R&B act with a little too much attitude routinely took 45-60 minutes (sometimes even more!) to get on stage. They would take their sweet time getting on stage, then take too long to finalize the sound check and then go to the green room to change into their costumes. One time, after a delay of more than an hour, the owner of the club had to go in to the green room to get them on stage. Then, of course, they insisted on playing their full set, instead of cutting it short in order to let the headliner get on stage. As a result, the sound engineers and booking guys don't want to work with them anymore and the headliner specifically requested that this band never opens for them again. Since the best sound guys don't want to work with them, either, they call in some second string, less experienced guys to work and the sound is never quite as good.

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