When Clear Channel controls the radio and the monopoly newspaper doesn’t like you, how can it win over new audiences?

The good news: there are many, many ways. Here are ten of my favorites.

1. Approach a local college, alternative radio station, or community access cable television station with a programming idea, such as a live composers exhibition. Other musicians will want to be a part of your show and you will build an audience for your own music and theirs.

2. Write CD or concert reviews for a local alternative (or mainstream) newspaper.

3. Give copies of your CD to public radio and television stations to pay for fundraising premiums.

4. Organize, advertise, and perform at charity events for your favorite causes.

5. Conduct composition or performance workshops in schools (these are generally paid concerts and all parents hear your name). Invite some of the children to perform with you; they will surely bring a group of relatives who will pay for their tickets and maybe buy a CD.

6. Advertise your concerts on all community calendars. Newspapers, magazines, radio stations, community websites, cable television stations, they all publish event listings. Write a paragraph that includes a catchphrase about what you do, such as “Sandy Songwriter, ‘Homegrown Bono’ from River City, will perform work songs and love ballads at The Trombone Shop, 444 4th Street in downtown River City, on Wednesday Jan. 15, 7 pm “If admission is free or there is a charity connection, say so. Include the phone number and contact email.

7. Look for discussion groups on the Internet related to your cause. Whether it is immigration, electoral reform, peace, secure energy, the right to choose … there will be discussion groups online. Post responses and include a “signature” – a short business card online. Use different signatures for different purposes. Here’s one of mine (in a real email, it would be single space):

8. Set up a simple, low-cost website. Include a couple of sound clips, photos of you performing, a place for people to sign up for your fan newsletter, a link to your favorite musicians, and of course your tour schedule and concert availability.

9. Get exposure on other people’s websites. Write CD reviews, back your music with a blurb, submit articles about the local music scene … and always include your contact information and a statement that encourages people to visit your site.

10. Use letter columns. Call for talk shows. Post on web forums … in short, use all the feedback tools you have to spread the word.