The Elevator Statement
I was reading a passage on Marketing in the music industry and I learned a little bit about an interesting topic: The Elevator Statement. This idea focuses on the importance of marketing one's products in a unique and concise way. This concept can apply to anyone in any business yet it seems to be a growing necessity in the business of music. The name is derived from a simple scenario. If you are on an elevator and someone is interested in learning about your product or service what are you going to say in the few seconds of conversation time? The fact of the matter is, the only thing that should be said is the distinguishing element of your line of work. It is a question of what makes you different (not necessarily better) from everyone in the industry that you are competing with. In the world of music it is becoming increasingly important for bands to market themselves and not only sell their music, but sell the idea behind the music. It is essential for a band to market themselves in a simple and identifiable way. This technique is not only becoming popular, but the Elevator Statement may soon prove to be the key factor that determines a band’s success.
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