Jan Hegenberg is the most successful artist in the free music scene with 4.000.000 song downloads (not including music exchanges and Last.fm). In the gamer scene he is probably more known as Britney Spears. He always refused to sign records. In the interview, he talked about his marketing strategy, which is actually not. Jan Hegenberg, 33, describes himself as the first German Counter-Strike singer. His songs are almost exclusively about computer games or computer players and are directly inspired by life. He just happened to become a professional musician and leaves that to himself Marketing largely his fans who, for example, produce their own videos.
- How did you start with music?
- And then you decided to make a CD out of it?
- Speaking of strategy: how do you market your music?
- The books on the subject (advertising)
- Music itself over the Internet to market so works well?
- Your fans - who is that?
- What do you have against record companies?
- Did you actually learn a "serious" profession?
- Do you want to continue making such music?
- Top books on the subject
- Read text as PDF
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How did you start with music?
Actually by chance: I started playing the gittare when I was 13 and developed quite a lot of ambition. Also at Women music always goes down well :-) I then offered my songs for free on my site from 2003 onwards and it was downloaded quite often.
And then you decided to make a CD out of it?
No, not at first: First, I simply wanted to cover the expenses that arose, for example, from the high number of hits. I then had sponsors and, for example, built small jingles in front of the pieces of music that anyone could cut out. But this kind Advertising was extremely badly received by the fans because they obviously felt fooled. Then I said: Ok, then I just have to get the CDs merchandise, because somehow I have to get the expenses into it. But I never expected it to be like this Success becomes. It made me realize: It's better to just say what I want than to tell me anyone."Strategy” Wanting to convince people behind the scenes. Honesty is rewarded!
Speaking of strategy: how do you market your music?
I don't actually market anything: the fans do it for me. On YouTube, for example, there are over 3000 videos of mine - and I have not uploaded any of them myself. The fans now come to my concerts with recording equipment. Of course, this enthusiasm is great. The downside is that I don't check can do what people put on. But that's part of it.
The books on the subject (advertising)
Music itself over the Internet to market so works well?
Yes. Because as you can see, music also has a place in the Internet Future! But the tours are also important, because nothing can be personal Contact to replace the fans.
Your fans - who is that?
Originally it was mainly young gamers and I actually thought that people from a certain Age no longer interested in my music. But my fans grow with me and stay with me. That makes me very happy.
What do you have against record companies?
I don't have anything against record companies directly. But what I want with my music is above all Fun convey: I'm not for surewhether it would work so well with a record company, because above all you have to meet the demands of the market. You are then under a lot of pressure to conform to a perfect image. It is of course up to everyone how they deal with it and what they want to achieve: Maybe I would do more with a record company to earn, but I value my freedom very much.
Did you actually learn a "serious" profession?
I studied biochemistry. The Study But then I stopped for the music because I couldn't imagine standing in the lab all day anymore.
Do you want to continue making such music?
Let's see. At the moment it is running very well. But I'm just about to build up a second stand. I am dealing, for example, with 19 music. Century.
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