Three Reasons Andrew York Wins at the Internet

Andrew York wins at the internet. I doubt he consciously made up a plan at how he was going to do that winning (perhaps I’m wrong), but there are several things we can learn from him.

1. He’s Everywhere (sort of)

York is on twitter, facebook, youtube (not 100% on that one) and reverb nation.

Not only does York have a presence on those sites, but he interacts. Ask him a question on Facebook and he’ll get back to you. Tweet about liking one of his pieces and he’ll retweet it. This is not hard: we’re all human (probably), and humans interact. Its what we do. But most people don’t do it it well online. They forget to talk back.

More importantly is where Andrew York is not. He’s not on LinkedIn. Nor does he spend time on Vimeo. If you’re one of those folks that likes to plan, plan to find out that some social media sites aren’t worth it. The place where you get to have the most conversations is the place to be. Sometimes that means Facebook sometimes it doesn’t. Be open.

2. He Actually Updates

York sends out a new Facebook Update or tweet at least a few times each week. He also doesn’t make the number one website mistake: York updates his site. He has a blog, and makes sure his tour schedule isn’t full of concerts from five years ago.

3. He Posts About Non Guitar Things

This is a fine line. If you’re a fan of the CG Blog on facebook, you’ll notice that I pretty much stick to guitar. When I update on behalf of the CG Blog however, I am not trying to be an individual. I’m trying to be an organization that specializes in delivering classical guitar news and information.

As an individual, you can and should post things that aren’t always related to what you’re marketing. In short, be a real person and it all works out.**

But Shouldn’t I just Practice?

Unfortunately, marketing yourself involves work and time — time spent away from practicing. So the argument that most musicians make, especially college aged aspiring musicians, is that they should just practice. After all, if you’re good at what you do the world stands up and takes notice, right?

Afraid not. No one cares if they don’t know about you. There are so many extremely good musicians in the world who are and will continue to be under the radar. If you play music for a living, you do it to share that music with others. Marketing yourself is one of the natural extensions of that desire to share. Andrew York isn’t afraid of marketing himself, and neither should you be.

And, Mr. York, if you happen to read this: thank you so much for what you do. I enjoy your updates and videos.

**You can friend me if you’d really like some WordPress, python, tech and marketing nerdery.

Posted on in Music Business Tips


  • Peter Hughes

    I shall go take a look sir. But as I am here as well (!) I shall ask you a question: do you have any advice about left hand stability when the thumb-tip is double-jointed? I have a lot of hassle when that joint collapses and the fingers do the right thing in the wrong place, it makes my left hand response unpredictable and this halts all progress.

      • Peter Hughes

        No picture, but yes, hitchhiker’s thumb. The tip joint bends back to lock at about 90 degrees from straight (it’s inherited, it’s not like I broke anything). It looks as though Segovia and Bream had the same thing, bit I can’t find any literature on whether there is anything or any technique to overcome it.

        • Christopher Davis

          well, I have a hitch hikers thumb, not quite 90 degrees, however. I’ve never really worked on keeping it straight to be honest; the bent back position seems to keep my hand more relaxed.

          • Peter Hughes

            Well, I’ve come to hate mine, when the joint collapses the fingers do the right thing in the wrong place and if I leave it collapsed I can’t control hammer-ons and pull-offs. Thanks for responding :o)

          • Christopher Davis

            I think it’s okay to try and change it, but don’t go to far the opposite. When you start to try and keep your thumb’s tip bent forward the hand starts to get more and more tense.

  • Larry Deack

    Andrew is not your average computer user. He has knows how to code and has written a number of applications. He’s very smart about how he runs his businesses, not just the music side. His interests go far beyond music and include a remarkably well informed view of technology and social systems. Though he lacks a maths background his curiosity is such that he just digs in and figures things out as he goes.

    If you want him to respond just tell him you posted this.

  • Julius Calhoun
    Julius Calhoun

    Always pleased to hear about Andy. Really a great talent and should be recognized.

  • Derek Reichert
    Derek Reichert

    I think that youtube is the most important out of all of the websites. By the looks of the hit counters on some videos, what most people want is just to see them play.

  • Jim Ferguson
    Jim Ferguson

    Andrew York reminds me a lot of Stephen Funk Pearson and Bryan Johanson!

    Fantastic US guitarist-composers!!

  • Rob

    Great stuff Chris,

    I’m absolutely astounded at the number of great concert players or even other excellent college students I’ve met that have absolutely NO presence online! In this day and age you really can’t afford not to!



  • Sergio

    You are right my friend, I think Andrew york is a very familiar person and very sensitive, I like speaking about Andy because he is one of my idols , next to John williams, David Russel and a few more. I love his pieces and you have mentioned a great reason, he isn´t afraid about showing his songs. Great job! I´m going to retwitte you 😉