This week Michael Brandovold has kindly taken the time to answer a few questions for us about his expertise and experience in the field of online marketing in the music industry. He has offered his views on how the music industry has changed and the role new technologies play when communicating with fans. Michael has also given some advise for new bands trying to make it in the industry.

1. Could you give our readers an insight into who you are, what you do, the experience you've had in the music industry and some of the artists you have worked with: 

I am a freelance music industry consultant based in Northern California. Having launched Michael Brandvold Marketing to leverage my years of experience to provide direction to large and small artists in the areas of online & social marketing as well as e-commerce and fan acquisition and retention.

Gene Simmons of KISS first tapped my skills as a pioneering online marketing strategist to launch and manage all aspects of Kissonline.com's multi-million dollar enterprise, including their ground-breaking VIP ticket program.

I have has also managed the online efforts for Motley Crüe, Rod Stewart, Madonna, Ozzy Osbourne, Madonna and Britney Spears to name only a few.

2. What key advice would you give unsigned, up-and-coming bands when marketing themselves?

Look at your entire image. People do judge a book by the cover. Make sure your official website is as professional as you can afford, it is often the first impression you make.

3. Having worked with Kiss in the past, what would you say was the secret to their success regarding their long list of merchandise?

They are not afraid to put their name on just about anything, but at the same time they were personally involved in reviewing every single item to make sure it properly presented the band's name and brand. Be involved with your career.

4. Would you say that it is vital for artists to create a strong 'brand' for themselves?

Extremely important. Your brand is as important as a great song, and will often live longer than the song. A great brand on a t-shirt will promote you when the show is over.

5. What are the biggest changes you have seen in the music industry since Kiss' heyday?

The return of control to the artist. The artist today has the ability to do everything themselves. Nobody is going to give a boatload of money to make you a star. You have to make yourself a star.

6. With the recent growth in social media, how important is it that bands utilise it in the 21st century?

Social media is no different than when bands would do a instore appearance or a meet and greet with contest winners after the show. Only now you can meet greater numbers of fans, every single day. It is now easier to meet and interact with fans and there is no excuse to not do it. If you are too busy to do it, I promise the other bands are making the time.

7. Having managed the online activities of artists including Madonna, Motley Crue & Ozzy Osbourne, what advice would you give bands when trying to engage with fans online?

Make every fan feel important. They want to feel like they are important to you. For a fan it is more important to get artist recognition than it is some piece of exclusive content. Make engaging with fans part of your daily activity. 15 minutes, 30 minutes or a couple hours... make the time and just hang out with your fans online. 

Thank you Michael for taking the time to answer our questions!

For more information you can check out Michael's website: http://www.michaelbrandvold.com/

James @ Toto