George Howard of Loyola University, New Orleans and ArtistsHouse continues his Music Business 101 series with an introduction to the all-important art of marketing your music to the people who need to hear it. He discusses the concepts of attraction and retention and how they apply to your music, delves into an exploration of Malcolm Gladwell’s The Tipping Point and how the concepts explored therein can be reverse-engineered to your advantage, and encourages you to dig into your own values and passions to discover what it is you should be trying to communicate to your growing fan base.