Well first, please understand that I’m not suggesting that
“making it” in the music industry is even the right goal to begin with. Nor am
I saying that “making it” is defined in just one particular fashion. However,
if we define "making it" as a way to sustain a living at your art, a business mind and
strategic plan will need to play a significant role.
I have been involved in the music industry professionally
since for about 25 years. I’ve
played in touring bands, wedding bands, corporate bands, with solo artists and
fronted my own original group. I’ve been part of bands signed to labels (both
big and small), nominated for several Grammy awards, had professional management, radio success, publicists, agents
and even the occasional (much needed) stylist. Although I had an amazing career
as a professional musician, I didn’t understand what it took to get that ever
illusive “break” we all talk about, or even perform at a level to where I could
get ahead financially.
My life as a full time musician behind me, I now find myself
as the director of new business development at a marketing company that works
behalf of some of the biggest brands in the world (becore.com if you are
curious)
I’d add that music is still a big part of my life. I’m a
member of a band that plays in Las Vegas each month for a major casino on the
strip. But again, as a hobby, not a profession.
I’ve learned a lot from both of my career paths.
So if I still have your interest, although I learned these things a bit late, my advice is as follows: Begin to
think and behave like a brand.
Below are a few things that brands do everyday that
musicians, bands and artists can do well to incorporate.
Focus on your product
Imagine for a moment that instead of making music, you make
a shoe. I understand that the reasons for producing a shoe are quite different
than the desire to share your art, but go with me for a moment. When making a
shoe, you first ask, “What problem is my product solving?” “How is my shoe
different, or unique?” By defining your product in this fashion, you’ve just
identified what is commonly known in business as your key differentiator. After
addressing the aspect of what makes you different, you must now make sure that
all of your products connect and speak to this: The name of your shoe. The
logo. The design and look of the shoe. The materials you choose to create the
quality of shoe you need to set yourself apart.
To put it plainly: YOU are a brand and everything you put
out for public consumption is your product line. Your songs, performances, the
way you dress and speak to audiences (live and on social media), your albums,
photos, etc. Identify what sets you apart and build on that. Refine your brand
and take time to develop your products.
Stop looking at major artists with your nose in the air
saying things like, “They don’t even play an instrument, or write their own
songs.” Katy Perry, love her or hate her is a strong brand. So are Kanye and
Jay Z, and Taylor Swift. In fact, their brands are so well defined that they’ve
created other non-musical products as an extension of their brand. (Vodka,
perfumes, clothing, etc.)
To be clear, I am not suggesting that the fact these
individuals are strong brands make them good artists. However, I am saying that
if you think your music is genuine, authentic, full of artistry and nuance,
then take the next step and learn from what these artists are good at and
become a complete package. I would much rather see you succeed and rise to the
top with craftily written songs and skillfully produced and performed music
than to see who will be the next Skrillex. (Great light show by the way)
Be active and
consistent in communication
Brands spend a lot of time (and money) trying to connect
with their “target demographic”. Some do it well, others not so much. The more
deeply you understand your own audience, the more authentic your communication
can be. Don’t fake it. Don’t
create a Facebook page if all you plan to say are things like, “Come to my
show.” Or “Please like my band”. Rather, speak to what fits your brand. Social
media for an artist should be a means by which you deepen your brand and your
storytelling.
Lastly, don’t forget that you’re communicating in real time
with your audience when you perform on stage. Make sure what you’re saying on
stage is important, reflects your overall brand and enhances the audience
experience.
Overall, there are two quotes that I love to help bring home
this point. “Be brilliant and be brief. And if you can’t be brilliant, PLEASE
be brief!”
Abraham Lincoln said about the Gettysburg address: (one of
the shortest presidential addresses in history, by the way) “If I had more
time, I’d have written a shorter speech.”
Like your song lyrics, communication with your audience
through social media, on stage and otherwise, should be well crafted and
meaningful.
Know your audience
Brands will regularly do focus groups and research to
understand who their target market is. They want to know who is buying products
in their category. How old they are. Where they congregate. How they share
information. The more they understand who their potential consumer is, the more
authentic they can be in connecting with (and selling products to) them.
You’ve identified your brand. You know who you are and how
you plan to communicate. But who
will appreciate your art and drive an increase in fan base? Don’t just play
gigs because you can. Don’t be a bluegrass band playing at the Viper Room.
Don’t be blazing rock band playing a fancy hotel lobby. Brands know where their
audience is and they make sure they get in front of them, sometimes at great expense,
leading me to my next point:
Invest only in
activities that can prove measurable success
Brands have marketing budgets and at the beginning of the
year, they determine how to best spend money to generate the best ROI. (Return
on investment) They create a mix of advertising including billboards, TV
commercials, print ads, event marketing and promotional stunts. They analyze
how effective each silo of activity is so that they can make informed decisions
on how to invest their budgets each year. Your brand needs to do the same.
No budget? No excuse. With new opportunities out there like
Kickstarter, the landscape has changed. Begin by laying out a plan. As they
say, plan the work then work the plan. Raise funds and awareness but moreover,
be wise about spending any money you do have.
In the world of brands, we focus on KPIs, which are the key
performance indicators. In other words, set some guardrails from which to
measure the results of what you choose to do. Did you actually gain exposure?
How many CDs did you sell? How many signups to your email list did you get?
(and please tell me your using modern technology to handle this-you have an
iPad, use it!) How were merchandise sales? After every gig you play, take an
inventory of these metrics and analyze whether it makes business sense to play
there again. Whether the venture was effective or not, you’ll know it.
This overall strategy applies to more than just gigs you
choose play. Another example is your recordings. Identify why you’re recording
your music. Is it to use in your EPK? Are you planning on selling the music at
shows? Online? Is it to form a band or perhaps an attempt to score a record or
publishing deal? The answers to these questions will help identify what kind of
investment you need to make into the venture from both time and financial
standpoint. A good sounding record is always the goal, but the difference in
quality for a record you intend to put out to the public and
what you might use to convince a club owner you’re good enough to play live,
can range widely. Loosely recorded song demos are enough to get you attention
from a publishing house but they may not be polished enough to score you a
major deal. Identify the goal of your recording endeavor, and invest
appropriately. I hate seeing bands throw money into polished records when all
they need are quick demos. Conversely, I REALLY hate buying a CD from a band I
just fell in love with live that doesn’t do justice to the skill demonstrated
in their performance.
Build you brand team
All brands, big and small have some consistency their
structure:
- CEO/Founder-The most senior officer in charge of overseeing all brand activities
- Chief Marketing Officer-An officer in charge of developing and managing marketing strategies
- Brand/Marketing team-An individual or group responsible for getting the brand and its products seen by consumers
- Sales force-An individual or group responsible for selling the end product to consumers
Some of you are already saying: “These are the roles that my manager should be taking on, not me.”
Realize that you are the CEO and Founder of your
brand. It’s ok if you feel like other people are more qualified to manage some
of the above job descriptions, but don’t play the blame game. As an artist/CEO,
everyone you bring on works FOR YOU! Guide them. Some artists bleed their brand
without even being conscious of it. Others have to work a bit harder to define it. Whichever type of artist you are, know that ultimately, you’re
responsible for what you become in your career.
When looking for help, find a manager who gets you and has
connections that mean something. Remember that as much as managers will try to
guide and direct you, it is you who is at the driver’s seat. If you’ve created
a strong brand, it will be easy for your team to see it, understand it and
ultimately sell it.
Final thoughts:
There
was a study done recently that highlighting that there may be physiological
differences between people who consider themselves artists and those that
don’t. (Click
here for more info)
I bring this to light because like it or not, we don’t all
have the same natural abilities or characteristics (or even physiology) that
make us “artists”. You know that painter friend of yours who just oozes artistry.
From his style and look to the way he talks all the way down to his core. Some
people simply are artists. But if you look closely, you’ll see that even though
your painter friend is a natural, he is simply behaving like a brand without being
conscious of it. That said, there is no harm in following the artist path and
being smart about it.
You're passionate, skilled, practiced, and have a strong
desire to share your art with others. Just know that the harder you work, plan,
strategize, and develop your art and your brand will ultimately put you in the
best position to get “make it” in the music industry.
You can find me on LinkedIn here
You can find me on LinkedIn here