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16 Self-Promotion Tips

1. Stop sending unsolicited demo recordings to record labels, and instead concentrate on building your own music name and reputation by creating long term relationships with your growing fanbase. They are your ticket to success. 2. Take the time to learn what the professionals in the music business do for a living. What are their job titles, who do they report to, and what do they do everyday when they go to work? The contacts you make in the music industry can make or break your career because your potential success is directly linked to any possible growing success of the industry people who are climbing their own ladders to success. The music business is built on the “buddy system.” Everyone is attached to everyone else in this industry. As you go, so go your business contacts. 3. Before contacting any music business professional have 1(one) prepared question for them that will not make you look or sound like an ignorant person. i.e. Do not ask them

how to become a atar, or how to get a recording contract. No one has the time to answer such sweeping and naive questions.

4. Create two contact lists: One for professional people you actually have as a business contact. Another contact list made up of all your fans. Keep both lists updated and using common sense, reach out to both contract groups only when you have something very important to ask of them and/or to share with them. 5. Prepare a short 30 second description of your music. Memorize it and use it every time you are asked “What kind of music do you make?” Don’t go on and on describing your music... your statement should clearly describe your genre or style of music quickly and in compelling language that will perk up the person’s ears and find yourself with an interesting and potentially valuable new contact ready to support you. 6. If you have trouble defining your music style, try this exercise... define the word “original3

ity” and note that within that word is another word... “origin.” Perhaps this will help you focus on what makes your music unique. Never say your music is “unique,” explain HOW it is unique. This exercise will help you write your 30 second statement. 7. Remember this always: People in the music industry who’s job it is to find and support new acts don’t know what they are looking for...BUT...they will recognize it when they hear it. 8. Find a concise “Image” and follow it everywhere. This is important because the first impression to someone unfamiliar with your sound is a VISUAL experience most of the time. i.e. Your Logo design used to spell your name, the title of your CD, or the design of your website, merchandise etc. is crucial to attracting industry and music fans. Image IS everything in show business, and in case you didn’t realize it, music is part of good ‘ol show business. Research your favorite acts and study their image.

9. People only respond to music they can personally relate to. What is it in your songs and compostions that has inspired your current fanbase and will grow to attract more fans and industry support? Think hard on this point. It is a true key to any possible success. Music contains emotions, so what emotions do your songs deliver to a listener?

nches boring work, like updating your blog and website, keeping your websie and social networking pages updated and staying in touch with your fans regularly are tough jobs. Only you can tackle these jobs and other jobs like putting up flyers for shows (on and offline), updating your press materials, looking for gigs, rehearsing... all these tasks require your commitment to 10. Does your music sound carry them out without comtoo much like another artist or plaining. Remember, only YOU band’s music? This is the biggest can care the most...it’s YOUR complaint from music business music, YOUR career that we professionals... too much music are dealing with here. today sounds like retreads of already successful artists. And, 13. There is no such thing as an your fans are sensitive to this is- “overnight sensation.” Behind sue too. There is way too much every act referred to in this :redundant-sounding” music way are countless hours of hard out there today. work and dedication that got that person or act to be able to 11. When you perform live does take advantage of the breaks your stage pressence reflect they got, and remember too the image conveyed in your that the breaks you are looksongs? Are you well prepared, ing for should be more than “a well rehearsed, and do the record deal” or a “production songs in your live set flow into deal.” Look out for the ever each other in an exciting and increasing demand for uses of well balanced way? your songs online, in films, TV shows and ads... the list goes 12. It can never be said enough. on. But you have to work conGreat songs, Great composisistently for these breaks to tions are the basis of all poten- happen. tial success, but “grunt work,” everyday down-in-the-trec14. Home recording is as

common today as home cooking use to be, but don’t get trapped in the rut of staying at home and working on your computer or home recording setup. GET OUT regularly and show up at clubs and other concert venues on a regular basis. There is that old saying “They only come out at night”... well that’s very true when it comes to music business personnel as well as music fans. So, get out there and socialize IN -PERSON wherever you might live. 15. As your fanbase grows create more and more merchandise to sell online and at your live shows. Be sure your LOGO is on every piece of merchandise you sell. (back to that statement-”Image is everything.”) 16. This last tip may be the most important of all. Conduct your business from your heart. Yes, the music industry rarely operates from that place, but don’t worry about the industry, concern yourself with your SELF... be righteous. Be upstanding. Be a professional in everything you do. If you do that, believe me you will stand out from from the crowd.

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Social Media: A Lesson in Self-Defense for Musicians Social Media: A Music Marketing Game-Changer Social media has become a massive part of our culture. In fact, it has changed our culture. It’s changed the way we do business, how we talk to each other and how we entertain ourselves. It’s also changed how music fans experience music and how they experience the artists behind the music. So if you are an artist promoting your music on the Internet and you’re not already plugged into a social media outlet or two, it’s time to jump in. If you’re not connected, you are quickly becoming disconnected with what’s going on around you, socially speaking. Your Fans Expect You to be Part of Their World The explosive popularity of social media tools like Facebook and Twitter demand that you, as an artist, become more immediately accessible to your fans. It’s not enough to have a web site or even a MySpace

page anymore. Your fans want to know you, they want to follow you and they want to interact with you. They want to chat with you personally, comment on your music and see what you’re doing right now. Your fans expect you to be part of their daily “friend-checking” routine. Your life is interesting to them. Your life is entertainment to them. Your life is a reality show and you didn’t even know it! And if you ask me, it’s all getting just a bit creepy. On one hand, the level of personal interaction social media encourages is a good thing. When it comes to Internet marketing, developing relationships with your fans is a key element. It always has been. But now, as you get more involved with social media and start posting your “status update” several times a day for the world to see, things begin to get personal, perhaps a little bit too personal. How do you cope with this? 5

Setting Some Boundaries Having been active in the social media world for a while now, I’ve discovered the importance of setting boundaries for what I do and do not post for the world at large to read. I have learned that if you cross these boundaries, there can be social consequences. Have you ever really thought about how the words you post come across to your fan base? What you post can drastically change your reader’s opinion about you, in both good and bad ways. While a fan might be thrilled to find you on Twitter or Facebook at first, after following your posts for a while they may actually become bored with you, disappointed in you, turned off by you or even angry at you. Social interaction with your fans is a good thing... to a point. But it would be wise to give yourself a few rules to go by; rules to help protect you not only from yourself (you can be your own worst enemy), but

also those who follow you that may or may not have your best interests in mind.

cynical ramblings, crass language and sexual innuendo, how does that affect your fans image of you? Destroy your fans image of you and you will cost yourself future sales. So, before you post your opinions on this or that, always make sure what you post is truly how you want to represent yourself to your fans. This means you should…

of your fans. Politics and religion are potentially divisive topics, as are abortion, gayrights, immigration and even Consider This A Lesson In extreme environmentalism. Social Media Self-Defense. Being controversial can be Here We Go: good for publicity, but when you’re trying to develop rela1) Measure Your Words tionships with your fans, goCarefully. And Then Measing on and on about your poure Again. Think twice about litical, social or religious views every word you’re about can be the very thing that to post before you actualturns them against you. Be ly post. When you first get 2) Be Wary of Discussing very careful not to use your involved in social networkPolitics, Religion and Constatus update as your own ing, the most natural thing troversial Subjects. That is, personal soapbox to preach do to is to just “be yourself” unless those very things defrom, unless you feel so and post your true feelings, fine who you are as an artist. strongly about those things thoughts and opinions about If your music is political by that you don’t care if you lose everything under the sun. nature, you can be political fans and sales over it. It may This can be a two-edged in your commentary. If your be that you don’t care if you sword when it comes to how music is not political, and you lose fans over expressing your your fans perceive you. Your spout off in a negative, cynopinions, and if you don’t, fans like your music because ical way about politics or the then go for it. Be who you they relate to it somehow leadership of your country, want to be. Your strong opinand as a result on some level you’ll likely put off some of ions will likely appeal to a few they think they know and un- your fans who may respond like-minded thinkers. Just be derstand you. But the truth as if you are attacking them aware of what you post, how is, they don’t know you at all. personally. The same is true it might come across, and That means that with every about religion. If your faith whether you’re OK with how word, thought or opinion you in God defines you and your it effects others’ perceptions post there is the potential music, then by all means be of you. The question I always to taint someone’s image of that person of faith. Don’t ask myself before posting who you are. Always measure hold back. But if your music something potentially conhow your words match up isn’t defined by your faith, troversial is; “does what I’m with your public image. If you just know that if you start about to write define me as write beautiful love songs, praising the Lord in your an artist and a person? or am but your posts are filled with posts you might put off some I just venting?” My politics,

for example, has nothing to do with my music. So I keep my thoughts on politics to myself, generally speaking. I am not defined by my politics. I am defined by my faith in God, however, so I, personally, have no problem praising the Lord in my status updates. I just do it tastefully. Not every post I write says “Hallelujah,” but I’m also not afraid to thank God publicly for a beautiful day. It’s all about balance, and being watchful of your public persona.

ing tv” or “just chillin’” Blah. 3) Stay Positive. Don’t WorWho cares? Be creative. Be ry. Be Happy. Listen, no one imaginative. Be specific. Make likes a complainer. Don’t use every post count and mean your status update to tell the something. If the post you’re world how lousy you feel, how about to write isn’t something stressed out you are, how hard you’d care about if someone life is, how unfair you’ve been else wrote it, then why bother treated, how misunderstood writing it yourself? Make sure you are or how much you that, from your readers’ perhate your job. People tire of spective, you lead a very inwhiners quickly. Do you enjoy teresting life. If you don’t feel listening to people complain? like your life is very interestNeither does anyone else. ing, then do something about Complaining is the fastest way it. Don’t just sit there staring to lose friends and followers at the TV. Make your life (in real life too). Whatever interesting. It’s in your power SUGGESTION: When it you do, when you post a status to do so. Then talk about it in comes to politics, especially, I update, be positive and enhappy, positive ways. Make understand how hard it can be couraging to others. Present your life sound like the “dream to restrain yourself from vent- your life as good, blessed and life.” Your fans don’t expect ing your political frustrations happy, even if it isn’t at every you to be dull. Life is too short in your status update. If you single moment. If you are a to be dull. Don’t be dull! find you simply can’t restrain joyful person, people will be yourself, let me suggest you drawn to you. When you post, 5) Watch Your Back. Guess create another outlet specifdo so with a smile, and you’ll what? Not everyone who ically for your political rants. make your reader smile. Smil- follows you is a “fan.” Did you Perhaps a Twitter account ing is good. know that people might follow specifically set up to let you you who don’t care about you express your political views, 4) Be Interesting. Be Inspiror your music? <GASP> It’s one that doesn’t have your ing. If you’re going to update true! It’s easy to forget this name on it. Then you can have your status to tell the world sometimes. You just happily the satisfaction of expressing what you’re up to, find ways post away assuming everyone your opinions to the world at to make your posts exciting to loves you and thinks you’re large without destroying your read, even if it’s just the way terrific. But you never know relationships with fans of your you phrase something. Don’t who’s following you, and not music that have an opposing post an update that says… everyone who follows you is viewpoint. “checking e-mail” or “watch- friendly toward you. People

who are curious about how you do business might follow you. You ex-girlfriend with a grudge, stalker boyfriend or an overzealous fan might follow you. People looking for ways to tear you down might follow you. People who want to test your integrity might follow you. People who are looking for good ideas might follow you. People who want to copy what you’re doing might follow you. Always be aware that people might be following you who don’t have your best interests in mind. So don’t be giving away all those family/trade/business secrets and don’t be too revealing about yourself. Don’t give your enemies ammunition to use against you. 6) Keep Your Private Moments Private. Doing something cool and fun with your family? Use social media to tell people about it after the fact, not before. Don’t post a status update saying… “Taking my kids bowling at Lois Lanes in a few minutes. Should be fun!” That will just invite curious fans to come down and join you. Might be OK. Might be weird. Instead, wait

until you’ve finished your fun family outing and then post a message about the great fun you had earlier in the evening. There are, of course, times when you want your fans and followers to meet up with you somewhere; when you’re playing a show, or just a special meet and greet with fans, for example. But keep your private moments private.

and family. Do you realize the power of this? If a hundred people are following you, that’s a hundred people you can ask, via your status update, to spread the word about your music. With social networking, you always have a crowd at your fingertips. Work the crowd. Social media is a great thing, and a fantastic way to stay in touch with your fans on a day to day basis. But words are powerful, lasting, and shape people’s perceptions of who you are. So always be watchful of how you present yourself in writing. Think twice before you post, stay positive, be enthusiastic and avoid being negative or boring.

7) Don’t Ignore Your Fans. Respond With Enthusiasm. When you start posting frequently, fans and others will respond with comments of their own. Respond back, acknowledge them and be positive, enthusiastic and encouraging. If folks respond to your comments and you repeatedly ignore them, some are bound to take it personal- David Nevue is the founder of ly. Always engage your fans. The Music Biz Academy. If they comment on a song or an album of yours, thank them and let them know you appreciate it. Tell your fan their comment made your day and in doing so you’ll make their day. Just think every day you can chat with dozens of total strangers, encouraging them to share your music with their friends

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LADY BATES

ekia is a mother, music artist, and rapper from New Orleans, with about 11 songs to her name. She grew up in a family where music played a significant role. Her mum sang in different bands, and her brother, who makes her beats, has always been teaching people to play instruments. Because she grew up around many male figures who often referred to her as “Lil Sista or Lady Bates,” she adopted the stage name “Ls_nekia_lilsista ot Lady Bates.” Apart from Nekia’s family and her music career, she has a food truck business in Colorado. But she gets to focus more on taking care of her immediate family and music career because her other family members help her out with the business. For Nekia, rapping was never the intended career choice. However, music helped her mental health. And she discovered she was incredibly talented in rapping. That was how she fell in love with rapping, and it became her passion. Now, she spends most of her time writing and recording music in her home studio. She intends to show the world who she truly is through her delivery, voice, and lyrics. Also, she has her eyes set on big stages like the Grammys. Nekia’s songs are based on relatable life situations that all her audience can identify with. So far, she has had significant collaborations with artists like KLC, the drum major, Mr. Whoop Whoop, 504 Fiend, and many more. Very soon, we can expect her collaboration with Jakk Jo, the son of Mia X. At the moment, she is working on an Extended Play rcord (EP). With this 10

production and subsequent ones, Nekia intends to show the present generation true artistry and originality. Shive: Your name, is it a stage name? And what is the background story to it? LS/LB: Yes, it is my stage name. I grew up mainly around dudes. It has always been rough around the edges, but they were always so protective of me. They always looked at me as their “Lil Sista/ Lil Sis,” so I ran with it. The Nekia part is a family childhood nickname since birth. Shive: New Orleans is known for its exquisite taste for music. Every street in the city is filled with music. Are you perhaps from a musical or artistic family? Tell us what your childhood was like. LS/LB: Well, my mama has done plays; she sang in bands around the world and church for years. God first, always!!! My brother, who actually makes all of my beats, has been doing so since we were little. He has traveled and even taught others how to play instruments at an early age. Now he is only 30. They pretty much gave me some of the game growing up. Plus, just being from New Orleans, period, you can always feel that beat in your chest; you can’t help yourself. It’s just in you, or not in you. Shive: What are some of the myths or challenges about the music industry you envisaged you might have before you came on board? And how difficult has it been transitioning from your previous engagement into singing? To have stayed in the industry, you must have certain things that inspire you. So, what are your inspirations? LS/LB: I really didn’t have any. Honestly, I never wanted to rap, it just became something that helped me with my 11

mental health, and I just fell in love with it! Transitioning was really hard for me. It was hard for me to accept who I really am and the gifts and talents that God has blessed me with. Yes, of course, my kids – 2 sons – keep me going and prayers. Because this music industry is nothing to play with, especially seeing how the women before me never gave up no matter what—for example, the legendary Mia X. Also, Magnolia Shorty most definitely, despite her life being snatched from her so early. She made a big impact in life. Just listening to her music being played all through the house by my big sister, who passed away around the same time, really did something to me. Shive: So far, how many songs have you released, and which of them is your favorite?

you? Or what other responsibilities are you undertaking at the moment? And how do you handle your responsibility and, at the same time, staying committed to making good music? LS/LB: Most definitely, I spend the majority of my time writing and recording. I have an in-house studio. So, I’m always finding time to be a mother first and everything second. Honestly, I’m usually up at five, getting my household prepared for the day. Once that’s taken care of, I’m back to the music. I also have a food truck business I own. It’s in Colorado, and my family helps with that part of my life so I can focus on my music more because it is my passion! I love to cook, so that’s where the food truck comes in. But right now, music is what’s deep in my heart.

Shive: Grammy is undoubtedly Off the top of my head, I bethe most prestigious award in lieve about 10 or 11 songs. the music industry. Do you have intentions to be on the big stage LS/LB: My favorite one is “Dey and walk the path of great music Mad!” My first time performing makers? What are your projecit was at KOD in Miami, and tions for being on the big stage? they loved it!!! LS/LB: Yes, indeed!!! It’s only Shive: You are a young artist. right I walk next to and work And you are well-positioned to with the best of the best. Basiput good time and energy into cally, my projections for being your music. Is that true with on the big stage are showing 12

not just the audience but the world who I truly am. I want to give them the whole truth through my work, performance, and lyrics. Shive: Your audience would play a very significant role in helping you achieve your dream. So, how would you say you are connecting with them? What makes your music unique? And how do you think your uniqueness appeals to your target audience and their diversity? LS/LB: Really, just keeping it real with my audience at all times through my music! Yes! What makes my music unique? I would have to say my delivery, flow of voice, choice of words, and everything I talk about. For every song I ever wrote, I went through it first. Then I shared it with others who are going through (or went through) the same situations. Same situations as me, basically letting them know they are not alone! I believe my uniqueness appeals to my targeted audience and their diversity because no matter where you are from, where you are at, your skin color, young or old, they automatically gonna feel what that person is saying. Because you can’t deny or hide the truth, and when the truth is in your face,

you can’t deny what’s real.

get in the studio with the one and only KLC, the drum major Shive: In connecting with your (Beats by the Pound) (Overaudience, what do you think dose Empire). He inspired me a is the role of social media in lot. One session, I said to mysharing your message with your self, I’m done with this music. audience? Have you leveraged After this last session, I felt like your social media presence so I had found my tribe. Lol…after far? And how much involvement that session, I promised never do you intend to drive going to give up, plus the music was forward? saving my life. Well, let’s say it saved my life. He also produced LS/LB: In the century we live My Song “BodyBags,” a beat in, it’s very important to be made by my BigbrotherTGenius. talented, but most importantly, The video was shot by Delvalle somebody has to hear you. studios (Jade DelValle). Video (I intend to drive) As much (in- Out Now!! She used to do all of volvement) as my mind, body, BTY RIP videos and Neno Caland soul can handle. vin. Also, I had the opportunity to work with Mr. Whoop Whoop Shive: Have you had support so 504 Fiend (Mr. International far from anyone? Is it a collabo- Jones). It was a great learning ration with someone in the mu- experience for me. sic or entertainment industry or the support of your friends and I do have a collaboration I’m family? Or is there a collabora- putting together with Jakk Jo, tion we should be on the lookout the son of Mia X. I’m excited for in the coming days? about that collaboration for sure. I can’t deny he brought LS/LB: Honestly, in the bethe real New Orleans sound ginning, no one except for my back, and that’s something a lot brother. He just knew off the of people in our city lost. top like this was what she was supposed to be doing. I really And personally, I feel it’s only just had to go with my move a few of us left in this generahonestly and show my famtion to show how true artistry ily and friends I was serious. and originality are supposed to Because they really thought I be presented not just to our was crazy, I had to make them followers but also to the world. believe. A couple of times, I did I have other different collabo13

rations in the works that I can’t say who now. But Jakk, for sure he is showing niggas what New Orleans sound is really like. Shive: What are you working on currently? How many albums should your fans be expecting in the next five years? LS/LB: I will have an EP coming out soon – within the next five years. I’m giving them everything I’ve got, and that could be 20, depending on where God takes me. Shive: Tell me about this EP, any features? LS/LB: With this being my first EP, I’m really taking my time with it because I’m just starting to embrace who I am. So, I’m gonna put my everything into it! I wanna tell you the features, but I wanna surprise you all Also, with the disaster happening, a lot of things changed in my life, slowing down the process of putting my EP together. But traveling and meeting new people/artists and building new relationships is going to be even better than what I expected before Ida. Also, people like Jade DelValle, who shot the video for Lil Elt’s “Get the Gat.” She’s the manager for Lil Elt.

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Can You Afford Distribution? “We Need Distribution” I get many e-mails from artists and groups asking me about distribution. They say “We have a band and we’re playing locally and getting good crowds and we sell our CD at gigs. We started our own label and need to get distribution so we can get our CDs in the stores. How can we do that?”

distributor can only try its hardest to convince a retail store to take your CD. To secure shelf space a record company needs to present all its marketing commitments (and honor them) so retail stays confident that it can shift units.

Let’s face it, record stores are saturated with product. Why on earth would a store The odds are that you cantake a CD if it isn’t sure not afford distribution. Let it will get sold. What that me explain why... retailer needs to see if it is to readily accept your product Most inexperienced folks is: believe that a distributor is Radio Play - If a single the pipeline to the people. In is being worked at radio theory it is, but in practice it (through an independent is not. A distribution compa- radio promoter) and getting ny is only as good as the re- spins, this might be enough cord companies promotional to convince a store in that power. Yes it is important to neighborhood to take your get your CD in the store, record. The amount of debut it is much more impormand for the record will tant to get your CD OUT of determine the amount of that store. It’s as much the units the store takes. record companies job to do Retail Price And Positioning that as it is the retailers. A 14

- Visibility in a record store is everything! If you were to buy an “end cap” (those displays at the end of an aisle), or a month on a listening station, or rack display, this is enough to attract the attention of a store. However, it has become increasingly competetive even when you pay for this! Touring - Playing live shows can help create a demand for a CD and this of course is key. All labels have what they call a “one sheet” - a hand out sheet with bullet points outlining their marketing strategies and promotional commitments. This is the first step, but then those commitments have to be met. These commitments are extremely expensive. If a label refuses to spend promotional money on their act a number of things can result;

The CDs remain in the store buried amongst the thousands of others waiting to be found. The CDs after a matter of weeks, get returned to the record label.

immediately puts you in competition with major labels who have gobs of promotional money they can drop if they need to.

Localize - DIY - Build Relationships My advice for independent The record store takes less artists is to localise. By all units from the same artist’s means try to get your CD in next CD, often refusing to retail stores, but do it yourstock it altogether. self. Strike up a relationship The last point is interesting. with the store buyer and A brand new artist can genoffer your CDs on consignerate much more excitement ment. Don’t give them any in the retail marketplace than risk. When you do gigs in an artist with a failed record. that neighborhood make a The label with the new artpoint of telling your audience ist, providing they stump up that they can buy your CD their promotional dollars and in such and such store (even have a good several weeks at if you sell CDs at your gigs!) radio before they go to retail, can distribute a good amount Do what you can to get some of units in the marketplace. radio play in that area too. The artist with a previous re- This, along with your live cord that “bombed” however, shows, might create a certain will need to do a good deal amount of demand to shift more convincing in order to enough units for each retail get the stores to take more store to take you seriously product. and want to continue to support you. From time to time So my big question is; “Can record stores will do “in store you afford distribution?”. To appearances” with indeget a record in every store pendent artists and this will via a reputable distributor allow you to build a stronger

relationship with a store, and sell a few units. In a perfect world that store may even add your disc to a listening station for a month to help generate some business. I have seen this happen many, many times. They understand that it costs labels thousands of dollars to do this and that indies are operating on a shoestring. They very often want to help if they believe in a band. Having said this, retail pretty much wants to deal only with distributors and labels. However, they will support a new artist if they like them. Walk into your local store and ask to speak to the buyer. Give him your CD, be nice and see what happens. Remember, don’t just think about getting your CD IN the store, think about how you might get it OUT!. Chris Standring is the CEO and founder of A&R Online.

Tameshia Goldston-Owner 3700 Lapalco Blvd. Suite L1 Harvey ,La 70056 504-338-4900 28

Tips to Keep Your Music Career on track

1) Good music isn’t good enough music. If you think your music is ‘good’....then just keep it as a hobby. The music marketplace doesn’t need more ‘good ‘ music, it needs truly GREAT music, which is a lot easier to get people excited about, and to market. The low cost and advertising hype surrounding the making and manufacturing of music has given musicians the illusion that their music is worthwhile. The sad fact is that in this new millennium mediocre music is commonplace and increasingly more difficult to promote and sell. These days not only can everybody and their sister make bland music, they are making and releasing bland music; so the marketplace is flooded with mediocrity. MUNDANE might be a good name for a band, but keep it to yourself!

2) Know thy audience. ( note: see my updated article on this topic at this website) The minute you decide you want someone to listen to your songs, you have entered the music business. If you don’t know who would like your music, why would you make it in the first place? Art and commerce not only can work together, in today’s marketplace they must work together. Gone are the days when a musician’s talent alone is all that is needed to succeed. These days record companies develop new artists through time-tested career development tactics that start with finding the right niche to break the artist from. Spend a lot of time asking yourself who your average fan is, and get to know everything about their lifestyle, ages, sex, and income levels. Do that, and a whole universe of inspired opportu-

nities on how to reach them will open up to you. 3) A good idea is worth more than a big budget. Getting a music career off the ground is not only hard work; it also costs money. But the simplest ideas can deliver big payoffs. Look around where you live, and find simple ways to get your career moving. Create Podcasts to entertain and inform your fans. Or, are there schools nearby where you can play live? Are there non-profit organizations that need volunteer entertainers for fund-raisers? Is there a fair or festival coming up that showcases local or regional talent? How about a retailer or service company that might be approached to distribute and sell your music? THINK!!!… Ideas come to us when we give ourselves time to think. Watch for any bad habits you may have (watch-

ing too much TV, too much partying etc.). Use your time creatively and challenge yourself to come up with one original music marketing idea a week! You will be surprised how many good ideas you can come up with, and most of them won’t cost much money at all, if any.

clear focus?

conscious of developing a clear, honest, and definitive 5) Get the job done, and get IMAGE of who you are, and the job done well. what your music is about. If Do what you say you are you believe you don’t have an going to do, and don’t use any image, go ahead and let the excuses for not getting things music business create one done. Everybody you meet for you...but don’t complain in this business, who agrees when they call you something to help you in some way with you are not. Only you know your career, may also benewhat is inside of you. Be sure 4) Being nearsighted may fit from your success. When your artwork, press materials, make you blind. an opportunity arises to get live stage appearance, and If you don’t know clearly your foot in the door, keep your songs reflect who you where you are going, you can it there. If you treat people are, so that every time you easily lose sight of your goal, unprofessionally, they will work on a part of your career and miss an opportunity that remember you. If you treat development, you are thinkmay come your way. Don’t them professionally, they will ing consistently about any see only what you think needs remember you. You decide and all aspects of your image. to be done with your music. what kind of reputation Find out as much as you can you want to establish. Also, 7) Work with people, don’t about how the music business whatever you do, make it the work on people. is set up, and how it works as highest quality you can. Your The music business is built an industry. See the broad competition in this business is on relationships. Don’t take picture, and how all aspects every successful musician out advantage of people. Nurture of developing your career there. Are you as dedicated the contacts you make, and are related. Remember that to perfection as your compe- spend time building these every job, responsibility, tition? Remember, the music relationships within the parand profession involved with business has enough flakes, ticular music scene that exists creating, developing, and so don’t become the dandruff for your music. Learn who marketing music is related everybody wants to get rid of. the key players are in each to another part, and they all area of music marketing; the need each other and work to- 6) Weave a thread of consist- distributors and stores, the gether for the mutual benefit ency in everything you do. broadcast media, the press, of each other. Do you have a Like it or not, as a musician and the live performance inrealistic plan for yourself that you are part of ‘show biz’, dustry. Give them solid busiputs the whole picture into and as such should be very ness reasons to want to work 17

with you. Once you have them on your team, communicate with them regularly, and become a team player who is genuinely in it not only for yourself, but for the mutual benefit of each team member.

utation of being difficult to work with, and a pain in the ass. Don’t shoot yourself in the foot; you won’t look good limping about in front of your mirror.

9) On the road to success, there are many detours. 8) Expectations kill. Anticipate trouble and find Expectations are different a way out. If there are any from goals. They imply that guarantees in the music you deserve something business, you can bet your because of some inflated, amplifier that stumbling premature ego that has put blocks to success abound. you on your own pedestal; Knowing that problems will when in reality you haven’t arise, and finding solutions even built the stairs up to to your problems is half the a pedestal yet. You’ve met challenge. The other half is people like this. When any implementing your strateearly recognition comes their gies and tactics consistently way they absorb praise like a and professionally. Many sponge, and become impos- ‘wanna-be’s’ give up when sible to work with. Nothing is rejection arrives. Rejection is ever good enough for people a coat of armor that must be like this. They ‘expect’ recworn at all times. For every ognition and can easily get yes, there will be countless sidetracked into abandoning no’s. Learn from the rejecany plans or goals they have tions, the missed opportuniset for themselves. They may ties, the failed promises, the rest on their laurels, waiting lousy reviews, the insensitive for some invisible momenlabel personnel, the crooked tum to carry them to a new agents and managers that level. A sure way to fail as a you may encounter. Turn musician is to get the repevery negative into some

kind of a positive. See what can be learned from the bad experience, so that the next experience might be good. 10) Stop and smell the roses. Doing music and nothing else is a bad idea! Too many musicians forget that to grow as an artist, experiences are what matter most. It is so easy to get carried away with your music to the exclusion of everything else... friendships, family, the other arts, nature, and other interests are essential to keep the creative juices inspired and flowing. Do things you have never done before. Go out and eat a gourmet meal, read a poem, hike or go fishing. In fact, go out and do the one thing that you feel is the last thing you have any interest in....that should give you something to write about. Music is a business, no doubt about it, but music is also an art, and as an artist you need to nourish your soul as well as your pocketbook. by Chris Knab

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