Want to hear more about marketing?

12011244_1614227838826837_9113646056546916156_nRecently I spoke with Andy Dowling from the Andy Social Podcast and now our chat is available for you to check out too!

I really hope you guys can find some time to listen to our conversation about social media and marketing for bands. We also have a chat about the music scene and talk about ideas that bands can implement into their own strategy.

We also briefly talk about the Crashdiet tour I did back in 2011, and as Andy mentioned as an idea, I will in the future write a checklist for what you need to think about when putting on a show or tour from a marketing perspective.

I do hope you enjoy the podcast, it’s available on iTunes, Stitcher, Omny and YouTube.

Alternatively, you can listen to it or download it here Episode 51 – Annelise of Metal Marketing Blog.

Graspop Metal Meeting 2016

Last weekend I attended my very first Graspop Metal Meeting and I thought I’d write up a quick review of the festival.


It was definitely the most organised festival that I have attended, and I was quite impressed at how easy everything was to navigate. In the lead up to the festival, GMM offered a special deal of €10 return train fares from anywhere in Belgium to Mol which was the closest train station to the festival.

The trains were hassle free departing Brussels and changing at Lier for the 2nd train to Mol. Festival announcements were made on the trains to make sure attendees knew where to change and get off.

Once we arrived at Mol, we followed the signs to the festival bus stop just outside the train station and waited around 10 minutes for the festival buses to arrive and take us to the festival site.

It was a 15 minute walk with heavy backpacks and camping gear to the entrance where we lined up to exchange our tickets for wristbands and enter the campsite. This was definitely the longest line of the festival, but still organised and not too chaotic.

As it had been raining in the lead up to the festival, certain areas of the campsite were already flooded and it started to pour as we put up our tent. The festival made every attempt to manage this by filling the mud puddles with bark and laying down platforms to walk on.

The main campsite was a short walk to the festival entrance where the lines were quick, even with extra security measures in place. Attendees had to walk through the metal detectors and were patted down by security before scanning their microchip wristband to enter the site.

While the food and drink was a little more expensive than other festivals I have attended, the token system was easy to use. You could line up to pay by cash or card and receive your tokens from an ATM like machine.

Lines were never too long for food or drinks, there were areas of the festival with free wifi and phone charging stations. There was wrestling, dodgem cars, a ferris wheel and even an indoor rock cafe where you could chill out between sets. Free earplugs were also provided to anyone who needed them.

The toilets were clean, flushable and always had toilet paper in them, both in the festival area and campsite. There was a stand where could buy camping equipment, gum boots and other essential items needed.


There were info desks, a lost and found and information available on the big screens in Dutch, French and English about shuttle buses and other important festival information.

There was a good mix of indoor and outdoor stages and all of the artists kept to the scheduled time slots.

Attendees could purchase GMM merchandise in both the festival area and in the campsite. Festival shirts were available in different designs, colours and even various choices for ladies shirts. You could also buy a variety of festival merchandise including towels, bags, cycling gear, headwear, sleeping bags, keychains and more.

Official band merchandise was available only in the festival area at reasonable prices. The headline bands had merchandise for sale for the duration of the festival, rather than only on the day they play. I was quite surprised to see that some bands didn’t have any merchandise for sale at all.

My only suggestion for the festival is to use a cup system like Wacken, Hellfest or Brutal Assault, where attendees have to pay for the cups they use to encourage festival goers to return them and not throw them on the ground. There were thousands of plastic cups and bottles littered throughout the festival site, squashed into the mud.

While the festival did have an incentive for attendees to collect 20 cups to have a go at the Ducks of Thrash (see below) where you would win merchandise or tokens for the rides, the site was still trashed with plastic.


We had a little more trouble leaving the festival than arriving as buses were going to multiple destinations and the stops weren’t marked clearly. We hopped on the wrong bus at first which just took us in a circle, even though the sign said it was headed for Mol. We got off where we started and tried again. The second bus did actually go to the station.

Weather aside, it was certainly one of the best run festivals I have attended. I’d give it an 8.5/10.

My top 10 items for camping at a European festival

  1. Earplugs (we had some very noisy neighbours)
  2. Sunscreen / sunnies / a hat
  3. Poncho / rain jacket / Gum boots / garbage bags
  4. Water for the campsite
  5. Duct tape
  6. Snacks for breakfast (too expensive to eat at festivals for all meals)
  7. A torch
  8. Toilet paper / wet wipes / hand sanitizer
  9. Summer and winter clothing (you never know in Europe)
  10. A slightly larger tent than you need especially if you have excess luggage with you.

YouTube analytics for beginners

YouTube analytics for beginners (1)

Have you ever taken the time to have a real good look at your YouTube analytics?

Understanding analytics and determining trends can be difficult, but hopefully I’ll help you through this process.

First login to your YouTube account, click on my channel, then click on video manager.

In video manager you can see how many people have watched your video, how many comments have been made on your video and how many people have given it a thumbs up or down.

In the left hand menu click on analytics, this page provides an overview of the main data that is useful to users. I would call this page the beginners guide to YouTube analytics.

First step, choose the time frame you want to look at, I’m going to change mine to lifetime so you can see some bigger stats in this how to, but you may only want to look at data for the last month.

Screen Shot 2016-05-24 at 5.25.32 PM

What does each section mean?

Watch time – this is how many minutes people have spent watching your videos in the chosen time frame, if you hover over the data it’ll show you how many days that is.

Average view duration – here you can see how long people spend watching your videos on average. On my music channel people spend an average of 1:46, considering my videos range from 2-3 minutes long this suggests that people only watch part of my videos before moving onto another video.

Views – this is the total number of unique views you’ve had in the chosen time frame.

The next few bits of data are self-explanatory – the number of likes, dislikes, comments and shares. Videos in playlists, is how many playlists you feature in and the last bit of info is how many subscribers you have received in the chosen time frame.

Screen Shot 2016-05-24 at 5.24.20 PM

Top 10 videos – in my case I have only uploaded 6 videos in total so it’s only showing data for these videos. Here you can see the time people have spent watching your individual videos, how many unique users have watched your video, likes and comments.

Top geography – here you can see the top countries your views come from.

Gender – the percentage of male and female viewers.

Traffic sources – where viewers found your video (eg: YouTube search – in the main search bar, Suggested videos – the menu on the right hand side, Direct or unknown – a direct link from a website or social media platform or from other locations.

Playback locations – this shows you where your fans watched your video, via a desktop computer on youtube, as an embedded link on a website or social media channel or on a mobile device.

Screen Shot 2016-05-24 at 4.38.46 PM

From here you can continue to look into the data further by clicking on any of the headings in the left hand menu. If you want to look at more data I’d suggest starting with audience retention, demographics and traffic sources to get a more in depth view of the information on the initial overview page. You can always hover over the question marks to find out what it means.

So why is this data important?

If you are thinking about paying to advertise your videos on YouTube or Facebook, this data can be relevant for targeted advertising. This can help you to determine the locations you want your ad to show and the gender and age demographics to show your ads to.

Depending on where the most of your YouTube traffic is coming from, and how people are viewing your channel, you could create an advertising campaign for your videos.

If you need advice about Facebook, YouTube or Google Advertising please contact me for a free quote.

Metal mascots – Mortal Sin

Metal mascots with Mat from Mortal Sin

MMM: Who designed the classic Mortal sin logo and what was the design process for the Mayhemic Destruction album artwork?709_logo

Mat: The Mortal Sin logo was designed by our original guitarist Keith Krstin, but the ironworks type font was what we all wanted, but it was Keith who actually drew it.

The Mayhemic Destruction artwork was something that we all wanted, we felt it was a great way to show that we were Australian and also just look brutally metal. The original cover was drawn by the graphic designer at OK Signcraft whose last name was O’Keefe but I don’t remember his first name. The Demon was given the name Oscar Kilo which was the call sign for OK.

The second version of the album that was released by Phonogram Records in the United Kingdom was designed by Simon Bisley who went on to become famous for his work on the comic 2000AD and also several Danzig albums among a million other things.


Was the Demon on Mayhemic created with the intention of making it the Mortal Sin mascot, or did the fans adopt it first?

Not really, though it soon became evident that the Simon Bisley design was going to become something big, and was really popular among the fans. The album also featured in an album cover display of Australian artists at The Powerhouse Museum as well.

Did merchandise featuring the Mayhemic Demon sell better than other merchandise items on offer?

Our two best selling shirts are the Mayhemic Destruction prints and also our large logo print.

Do you think the metal mascot was just an 80’s thing or should newer bands think about creating their own mascots or characters?

It seems like it is an 80’s thing, I haven’t really seen too many bands these days creating one, most just create a really good logo and use that on their merchandise. I think it’s a great idea to have a mascot, especially if it’s a really good one that can be reproduced as either an action figure or a plush toy, and can even be used in film clips. I think fans could identify really well with a good creation.

Who is your favourite metal mascot and why?

I really like the Overkill one, it was so good that a (very) similar version was used by Avenged Sevenfold (lol), but for me Eddie from Iron Maiden has to be the pinnacle. When I saw them at the Capitol Theatre back in 1982 and this monstrous 12ft high Eddie came out on stage, the whole crowd went apeshit! They’ve used him sensibly and consistently throughout their career and if you showed his picture to any metalhead 100% of them would be able to identify him.

Bonus question – did the Mayhemic devil ever have a name? Or should we start a competition for the fans to give him a name?

As mentioned above, his original name was Oscar Kilo, but was mainly only known to us. It’s a silly name and very unbefitting of such a brutal character. I have looked around at PVC manufacturers to find out if I could get some small action figures produced so you might see something in the near future, so YES, I think it is time a proper name was given to him!

Do you have a name for the Mortal Sin Demon?

Submit your entry via the form below.
Competition closes Friday 24 June!

The 5 best names will be chosen by Mat from Mortal Sin. These names will be put to vote on the Mortal Sin Facebook page on 27 June 2016 for the fans to vote! Voting closes on Friday 1 July 2016.

The name with the most votes on the Mortal Sin Facebook poll will receive a Mortal Sin merchandise pack.

Please make sure you enter a valid email address. The winner will be contacted via email.



Like Metal Marketing on Facebook to go into the draw to win a Mortal Sin t-shirt!

Competition closes 5pm AEST 1 July 2016. The winner will be announced on the Metal Marketing Facebook page.