So I’ve been out pedaling our CD for a couple months now, trying to promote it the best that I can. Obviously we’re not going to be on any big radio stations anytime soon, so I’ve turned my attention to the web. There are tons of sites like garageband, myspace, soundclick, purevolume, broadjam, and even iTunes (sort of) where fans can find our music. Of course, the rub is our “fans” already know where our music is- it’s creating new ones that’s the problem, and none of these sites are quite cutting it.

See, we don’t need record labels to record anymore (we recorded ours for < 10K and I think it sounds pretty good), but they still are the ticket for promotion. But it seems that isn’t due to a lack of technology. With mp3, FLAC, and the internet, it seems that musicians should be able to find fans independent of radio and the whole record label system. But it isn’t that easy . . . yet. Like with many areas on the super highway, there is just too much information on independent music out there and no real accepted way of finding it. There is some great music out there and I’ve purchased many more CDs and downloads from these sites than I have because of hearing stuff on the radio (of course, not listening to the radio might be part of that! One “limitation” of the empeg is a low tolerance for DJs and commercials), but the reality is most of the great independent music out there is lost and unheard by a broader audience.

Even now, though, digital audio is gaining wider acceptance. iPods are everywhere and sites like iTunes and MSN Music are getting more and more exposure. People seemed primed for the idea of accessing the best music via the web rather than the radio, but it simply isn’t happening yet.

Six months ago, I’d have been mystified as to why. Now I am not. Every site I’ve been exposed to is fatally flawed in the promotion department. With iTunes and MSN Music you can’t really fault them, because they are about the big players. But these other sites who are CHAMPIONING indie music, they are falling down on the job. And now that I’ve experienced them and tried using them to promote my music, I know why.

The goal of promoting independent music is to bring fans and bands together. Fans need a place to go to where it is easy and fun to find new music- after all, that is what the radio is and why people go to it. It’s easily accessible- you just turn it on and listen- and it’s (generally) an enjoyable experience. Yet on these music sites fans have to put in a great deal of effort actively searching for music and when they do find a band they like, are not really inspired to stick around or stay involved. The exception to this is “myspace”, which has BY FAR been the biggest promoter of our music due to is “fan centric” approach. In fact, myspace is not a music site at all, but a people site that happens to promote music from time to time. At least they got that part right- it’s about engaging the fans. However, the fall down on the concept of giving bands what they want. And trying to find good music by searching on myspace? Forget it the features just aren’t there.

So you have most of these sites with features rich for bands, and others that are meeting the needs of fans. But none of them are doing both, which is what is so key. You have to bring indi bands and potential fans together. There is a world wide market for just about any kind of music since radio’s physical limitation of broadcast range does not exist.

I think that if someone were to come along and take the best bits and pieces of all of these sites (including iTunes and the other big players), you could create THE place for bringing fans and independent bands together. In fact, I’m so certain of this that I’m trying to find an investor who will buy off and fund the thing. Probably won’t happen (like many of my big ideas), but I’m sick and tired of putting time and effort into sites that don’t have the full picture when I think I’ve got a better way.

So, here’s my question for you guys (sorry about the rambling prelude): what would be the online experience that would best help you find independent music? What kind of features would a site offer? I have my opinions as a music listener, but I’d like to see what other people come up with. The other side of the equation is what bands would like, and after a couple months of hitting the pavement hard I think I have a REALLY good idea of what that is.

Thoughts? Comments? Am I completely off base? Is it even rational to think people will use the web to search for new music?