The Borg DIY Marketing Method – Resistance is Futile

Bobby Borg is a former major label and DIY recording/touring artist. He teaches at Musicians Institute and UCLA Extension. Borg is the author of the new book, Music Marketing For The DIY Musician (

He is VP of Special Events for the Los Angeles chapter of the American Marketing Association and is founder of Bobby Borg Consulting, where he assists rising music professionals globally. His website is

DIYConvention: Tell us about Music Marketing For the DIY Musician.

BORG: Essentially, the book is a step-by-step guide to producing a fully integrated, customized, low-budget plan of attack for artists marketing their own music. The goal is to help artists take control of their own destinies, save money and time, and eventually draw the full attention of top music industry professionals. It’s ultimately about making music that matters—and music that gets heard!

DIYConvention: How is Music Marketing For The DIY Musician different from other books in the genre?

BORG: The biggest difference is that it is written specifically for DIY musicians by a musician with DIY, indie, and major label success, making it a more credible, focused, practical, and relatable resource for artists. Also, It covers the complete marketing process—from vision through execution—with handy templates and samples in each chapter to help artists create fully-customized marketing plans. And finally, it introduces sophisticated business and research tools (SWOT, SMART, AIDA, and PFB Charts) not found in most music marketing books, enabling artists to choose more confidently and even scientifically the right strategies for their own career path.

DIYCONVENTION: Provide one crucial tip from the book?

BORG: Do not create music in a vacuum with the intention of just throwing it out there and hoping for success. Hope is not a strategy! Instead, have a clear sense of what you stand for, while also trying to uncover where the world is going. Look for ways where you can be unique and do something that has never been done before. As hockey legend Wayne Gretzky said, “The key to success is to skate where the puck’s going, not where it’s been.”

DIYCONVENTION: Why were you successful as a musician?

BORG: Working hard, being able to take one step at a time, and understanding people are all key attributes. I practiced by ass off. Make no mistake—you have to put in your 10,000 hours! Further, I wasn’t afraid to dissect my long-term vision into smaller digestible chunks, accomplishing one baby step at a time. Most people want it all right now! Last, I understood that you must show people “why they should care about you and how they will benefit by doing business with you”). Many artists think the world revolves around them and that they deserve success. No one owes you anything. Oh, and one more thing: Always pay homage to those that help you along the way, and they’ll be continually willing to help you for years to come. Tom, that being said, as your former professor, I am impressed that you asked me to do this interview and tell your readers about my new book. You clearly understand maintaining relationships in this business. Good for you!

Music Marketing For The DIY Musician (ISBN: 9781480369528) is available at Hal Leonard’s website under “Trade Books” ( It is also available on AMAZON ( in both physical and digital form and