How To Market a Band

I’d like to discuss how to successfully market an unknown or up-and-coming music band in this case study. You’ve heard of Elvis Costello, right? His first band was called Elvis Costello and the Attractions. The image below is from my archives. It was taken in 1979 in Japan on the Ginza.

So, let’s time-travel back to 1979 in the way back machine.

I owned and operated a talent and booking agency in Tokyo, Japan. My nose was then and is still an asset. I could detect which band would become a major hit and, like a bulldog, went after the sub-publishing rights for the territory of Japan. I was sure punk rock would be a hit. So the first band I hunted down was Elvis Costello and the Attractions, who were then signed to Stiff Records. Known around pubs in the U.K. but not outside the country, they had a smallish hit in England, “Alison.” Quirky and rebellious, I was sure a segment of the Western music-loving audience would be responsive. The proof was on the streets of Shibuya, near the park. Each weekend, rockers, punks, greasers, and kids wearing their blend of house fashion would gather to listen to music, dance, and hang out. Those outliers were my potential new audience; I was determined to grow.

In those days, publishers were risk takers and were responsible for promoting a band to land a record deal, a tour deal, or a promotional deal (retail record…