As most tech savvy people are aware, The Pirate Bay turned 10 years old a few days ago. In all of this, the Pirate Bay has stood strong against the pressure put on it by the MPAA and the RIAA and their sister organisations throughout the world. Much larger organisations have tried to stand up against these bodies and have failed. The fact that the Pirate Bay is still alive is something to respect.

So what can artists learn from The Pirate Bay? The Pirate Bay spread via word of mouth. It didn’t embark on a scorched earth marketing policy. For an artist there is no better marketing strategy than word of mouth.

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That is how virality works. Metallica – built their fan base via word of mouth on the strength of their album releases and live shows. It wasn’t until 1992 that Metallica decided to form a fan club. Heartist – built their fan base all on line via fan to fan connections.

This was all done without even playing a show. It was a total online strategy. Volbeat – built their fan base via the strength of their material.

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A song that they released back in 2008 got traction in 2012, which in turn started to bring attention to their 2011 album release. Success comes later in today’s world.

In some cases much later. Galactic Cowboys – Back in the late eighties, Geffen Records signed a band called Galactic Cowboys. I have three of their albums that I picked up in the bargain basement bin.

Geffen just kept on pushing the band onto the public with a pretty high profile marketing campaign, however the public just didn’t take to them. Mutiny Within – I remember the Roadrunner marketing campaign for the band Mutiny Within. The campaign had the band linked to Killswitch Engage and Dream Theater.

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Instantly this is putting a pre-conceived ideal into the mind of the listener and in my opinion, didn’t do the band any favours. One of the flyers that I saw, had phrasing like “Mutiny Within is the twisted child of Killswitch Engage and Dream Theater.” The public decided that the band was not worthy of that title and the band was dropped from their label deal. Artists (especially major artists) should seriously consider using The Pirate Bay to market the release of their next batch of songs. There is still a demand for free mp3’s. At the moment iTunes cannot service that demand as the iTunes platform needs to be paid. So what options do the artists have to provide their fan base with free mp3’s.

Use their own website and collect geographical information and email addresses. Get to know their fans and survey their fans. Team up with Bit Torrent 3. Team up with The Pirate Bay 4. Team up with a crowd funding platform, where the perks involve t-shirts and so forth, with a free Digital Download of said music. The Game Of Thrones creators have recently said that the piracy of the show has contributed to the cultural buzz of the show and that it is better than winning an Emmy.

The creators have also said that they have seen a high increase in DVD sales. I always bring people’s attention back to the Southern and Central Americas’. Sales of recorded music is not high in countries that fall in the Southern and Central America zones, however bands have had great success in touring these areas. The recent IFPI report shows Brazil as a market set to surge. Go to One of the comments on the report is a WTF moment.

It’s on page 24 and it states the following; “The launch of iTunes showed that Brazilians are prepared to pay for music. We thought consumers were so used to piracy that they would never buy music again. But this has been proved wrong. Moreover, a new generation of consumers can now have their first music experiences in the legal environment.” To put the above comment into perspective, iTunes was launched in Brazil at the end of 2011. Seriously this is a terrible business model from the record labels. While they screamed piracy in Brazil and then had a real draconian Copyright law passed that can take down sites on the say so of the entertainment groups, the actual consumers, the music fans, could not download a legal mp3 in the country.