Music Marketing for the DIY Musician: Creating and Executing a Plan of Attack on a Low Budget – Book Review

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Music Marketing for the DIY Musician: Creating and Executing a Plan of Attack on a Low Budget

Bobby Borg, 2014, Hal Leonard Books

If you live in Maine, head to Bull Moose Music or check out everything Bobby Borg at

Calling all DIY Musicians – You Need to Know About This

I’ve spent a good deal of time the last few years trying to wrap my head around the music industry, and Bobby Borg has been a go-to resource for straightforward, logical, accessible information. His latest, Music Marketing for the DIY Musician, nails down everything a musician needs to market their work in an effective, entertaining, and practical format. If you or someone you know wants to make a living as an independent or DIY musician, this is the advice you need. In fact, this book is a must read for anyone interested in marketing because it is just that compelling and comprehensive.

I have one thing in common with Borg, we are both experienced post-secondary educators. Teaching DIY Music Marketing at Musicians Institute and UCLA Extension for more than a decade, Borg’s style is that of a seasoned and enjoyable educator. If you can’t take his class, at least you can have his book. Also a musician and entrepreneur, he understands the obstacles that musicians face when developing a marketing plan and putting it into action. No, this isn’t a textbook, I’d kill to have a textbook this engaging and effective as a class resource. Music Marketing for the DIY Musician feels more like a career manual. Borg is well-versed in both technology-based and social media marketing methods, but he also includes the often overlooked yet powerful boots on the ground strategies. While so many music industry professionals are bemoaning music’s current state of affairs, Borg’s book faces today’s challenges by providing potent strategies and honest perspective for the musician with the drive to see their career through to success, or at least die trying.

Music Marketing for the DIY Musician is not a simple get-rich and famous quick read. Success in the music industry is no longer just for the talented and passionate. If you’re serious about a career in music, you need to be your own marketing machine. Crack the cover, start reading, and you will be turning the pages and eager for more. Borg breaks information into bite-sized pieces, explicates the process, and fine-tunes the latest marketing guru know-how. There are examples and resources, everything you need is here in 300 pages.

As a final thought, Maine Music News talks to independent bands all the time. We meet talented, personable musicians who, sadly, often tell the same story – their career was derailed by empty promises and unskilled managers, publicists, and the like. I have to wonder if marketing knowledge would have made a difference. The music industry is a big place full of opportunity as well as pit falls. If you are willing to invest your time and energy in a music career, arm yourself with tried and true knowledge and guidance. This book can’t guarantee your success, but Borg will give you the edge you need to navigate your career.

Now Go Make it Happen and Best of Luck!

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