The music industry enjoys strong ticket sales. People are willing to pay a hundred or more for a single ticket. Many say that what the industry is losing in record sales, it is making up in merchandising and concert attendance.

“It’s not good, but it’s better than a stick in the eye,” said one music expert, “or at least better than one more illegally downloaded track.” But is this current model of fundraising through monster rock tours one that the industry can really consider as its savior? It’s doubtful. One look at the acts that are drawing the huge crowds and selling tickets of one hundred dollars and more per seat to a reeling industry, and it becomes painfully obvious that this is not a sustainable model unless the players change drastically. . and so.

The great draws of music are not new or last minute acts. Lady GaGa is a phenomenon and a relatively new player, but she is far from the norm. The great attractions in the world of rock have been there for decades and a new crop with the same power of attraction does not seem to be in sight. The superstars who are selling stadiums are getting a bit long. It is not Spoon who is selling stadiums for more than a hundred dollars a ticket, it is the old guard; they are Springsteen, the Stones, McCartney, Madonna and James Taylor. Ironically, U2 and the Chili Peppers are considered relatively newcomers in this vintage and Cold Play and Radio Head point to the new faces, although they have been around for years.

Revenue from live performances, endorsements, along with revenue from publishing and online streaming, offer a counterbalance to the loss of record sales. Free music streaming services are starting to bring in some revenue. Music is also being licensed to companies like Nokia, which include it in their overall price. Still, without the benefit of radio support and star-making machinery of the past, it will be difficult to release this generation’s Arrowsmith or Guns and Roses. The mold is broken and it is doubtful that it can be replicated, at least not until a new model is created.

There will always be the Taylor Swifts, Kings of Leon and Justin Biebers moving forward, but increasingly those types of mass market artists will be the exception. They will be corporate designed entities, or winners (and sometimes losers) of television talent shows. Other than those avenues, there are few ways the acts can be exposed to millions of fans.

So what can a new band or music artist do? How does this new crop reach the masses? Maybe they won’t. Perhaps the focus of new musicians should shift from mass to niche. At least for the moment, this is not the time to target the mass market.

This may no longer be a time when an A&R rep finds a band and creates a superstar, but now more than ever, bands and musicians can reach out to their fans and create a market for themselves. The following are some business and marketing approaches to consider.

1) Create a website that reflects who you are and showcases your music.

2) Start a blog about your music and your journey. Make it interactive. Let others reach out and connect with you

3) Start a concerted social media outreach including Facebook, MySpace, Twitter, Digg, youTube, etc.

4) Focus on specific local concerts and promote them.

5) As you grow, focus on specific regional tours

6) A creative public relations outreach to local, regional and national media.

7) Submit your music to play on TV shows

8) Submit your music and band for product and business links or support.

9) Start a small marketing campaign that includes downloads, CDs, t-shirts, and the like.

There are new creative ways for artists to grow and prosper. Think niche markets. Find an audience that understands and enjoys your music. Build followers and a tribe. You need to be creative, persistent, and think like a marketer and artist. But with the right tools, focus, and game plan, you can be successful.

Copyright © Anthony Mora 2010