Showing posts with label Promotion Tips. Show all posts
Showing posts with label Promotion Tips. Show all posts

Friday

Stardom and taxes: lessons for the independent artist.

From child-stars to Susan Boyle, talented musicians or Lana Del Ray, the music industry is a mixed bag of outlandish people who have but one thing in common; they have succeeded where many more have failed. Some have “the goods” while others have a famous parent, and even more have us wondering, how on earth did they do it? 

Bob and Jakob Dylan
One of the most common ways of succeeding, in any industry, is through nepotism. Stars like Willow Smith, Miley Cyrus, Kelly Osbourne, Enrique Iglesias, Colbie Caillat, Lisa Marie Presley, Jakob Dylan, Liza Minnelli, Norah Jones, Hank Williams Jr., (and my favorites) Moon Unit and Dweezil Zappa can easily lead you  to believe that the game is rigged, which of course it is. Fame begets fame. (The public’s power lies in it’s ability to break stars, not make them.) But don’t worry too much about your rock royalty pedigree. Remember that behind every Jakob Dylan there is a Robert Zimmerman who traveled great distances from obscurity into the limelight. 
For many, it takes years of enduring terrible jobs to pay the bills while figuring out how to make ends meat through music. Take Kurt Cobain, who worked sweeping floors for Lemons Janitorial Service or Mick Jagger who was a porter in a mental hospital. Soundgarden’s Chris Cornell worked wrist deep in slimy guts as a fish handler. These jobs sowed the seeds for great success stories, but I’m afraid there isn’t much more we can learn from them. Carrying luggage, sweeping floors, gutting fish, etc., may pay the bills, but they aren’t going to bring an aspiring artist any closer to “point b”. Daylle Deanna Schwartz, author of I Don’t Need A Record Label! writes, “making money from an aspect of music is better than a day job that’s not related to it. Why sell insurance when you can teach guitar lessons?” The idea is that jobs in music, big or small, allow you to practice aspects of your craft and often lead to other jobs in music. That philosophy certainly worked for Tom Morello who came up with the riff for “Killing in the name of” right smack in the middle of giving a lesson. That song went on to be a huge hit for Rage Against The Machine, and was ranked #24 by Rolling Stone on their list of greatest guitar songs. 
So how does any of this apply to you, the independent musician? Your dad isn’t a rock star and you’re not ranked by Rolling Stone. But that’s no reason to be discouraged. The road to success is like the autobahn; a Ford Focus may not be able to keep up with a Ferrari but both will get you to Berlin. But lets take it a bit further. How can you tell if you are even on the right road?
As formulaic as much of pop music is, there is still no formula for becoming a popular musician. Nevertheless, and stay with me through what will initially sound strange, try to use this upcoming tax season to help you figure out where you stand professionally as a musician. This year as you are filing your W-2s and 1099s (and of course reporting all of the cash you earned ;) take a look at the ratio between income earned from music and income earned from... not-music. If you are not making a significant percentage from music, ideally enough to survive, this should signal that you need to make some changes if a professional career in music is the goal. You are underutilizing your skills as an artist, which are varied beyond the aforementioned giving of lessons, you are most likely missing out on opportunities, and you should aim to improve that ratio by next April 15th. Comparing this ratio from year to year is a great way to measure growth, and a way to perhaps make doing taxes a little more bearable. If you want to go the extra mile, calculate the ratio of income earned from your own music vs. everything else you do with music. But either way, if you are earning enough from music to survive, congratulations, you are a professional musician just like anyone else mentioned in this article. You may not be winning Grammys or buying new cars (or new clothes for that matter), but you are succeeding, however modestly, where many more have not. 
So what lessons can be drawn from these stars and their journeys to glory? For one, don’t try to emulate a previous artist’s journey. I’m sure Lemons Janitorial Service would be happy to hire you, but that isn’t going to make you Kurt Cobain. “Before they were famous” stories are inspiring and it’s fun to know that some of the biggest stars had worse jobs than you do when they were in your place, but calculated small gains (i.e. improving your ratio) is a surer way to progress than waiting for a meteoric rise. For two, remember that no matter how rigged the game may seem, the Generals beat the Globetrotters once in 1971! Any other insights you gained are strictly unintentional, so feel free to share them in the comments section below! 
Now it’s time to improve this post’s ratio between lessons and celebrities! Enjoy this adorable footage of child-star-cum-pop-icons as they first stepped into the spotlight. If this doesn’t help you figure out how to move down your desired path, perhaps it will inspire you to become an overbearing parent/manager!  






Tom Morello of Rage and Adam Jones of Tool messin' around on guitars as kids.


Monday

How to succeed in the music biz!

Ah, the music industry! Fast cars, faster women, free everything, and more money than a Saudi prince! At least that’s the way it seemed as I advanced towards rock god-dom on Guitar Hero. In reality, I wouldn’t be surprised to find that the companies selling that dream- an industry built to make money off of people struggling to make money from music- rake in more dough than all of the aspiring artists they represent. Most musicians are all too familiar with targeted ads offering guaranteed internet radio plays, digital press kit and bio editing, online or physical distribution to industry pros, creative publicity, how-to-succeed-in-X-amount-of-time-guidebooks, music reviews for purchase, CD mastering by award winning so and so, etc.  If it were only as easy as paying a few registration fees this planet would be brimming with well-fed artists. Instead, there are millions of people traveling down the completely unpaved paths towards their dreams. And god bless 'em for it! 
That being said, there are certainly people out there who can help advance your career. Just don’t believe every shark ready to take a bite out of the money you haven’t even made yet. A good general rule I find is to not pay for services up front, i.e. $500 to be included on X compilation, $19.99 to have your music reviewed by X, or $X for Y to do Z. You may need to reach a certain level of success before legitimate offers roll in, but when they do they usually operate on a percentage basis, so it is in their best interest for you to make money! But until agents come knocking at your door there are some cheap and easy ways to help get the word out about your product. And for only $19.99 indieAndie will reveal the secret of success- just kidding. Read on for a few tips, tricks and guerilla tactics for independent artists. 
The first step in most how-to music business guides is branding. As hard as it may be to accurately stuff yourself into a box, it is even harder to market something that people can’t quickly wrap their minds around. Figure out your goals, make sure the whole band syncs up on this, try to pinpoint some target demographics and ask for feedback from anyone willing to give it (which doesn’t mean you have to listen to every piece of advice). Once you have established your M.O., and have created a consistent feel throughout your bios, logos, photos, banners, merch, etc., figure out how it is different from the other acts in your "box". How can your brand be marketed to be digestible and stand out? 
Creative Marketing by Lithuanian Group Shidlas.
Next, become as active as possible on the interweb. The internet is the most powerful tool- yada yada yada, you know this already.  But it is amazing how everything syncs up today! Your bandcamp can be connected to your Facebook account. Facebook’s connected to your Twitter. The Twitter’s connected to the Myspace... I'm just going to assume you use these tools and offer up a cool little twitter trick. Send a message out to your fans with a hyper link in it encoded as follows  http://twitter.com/home?status=XXXX whereas the XXXX is the message that you want your fans to tweet out for you. (e.g. http://twitter.com/home?status=Check out myspace.com/clevelandsteamers for music and tour dates! (Which believe it or not is an active URL)).
Try it out by retweeting me! No seriously, I'd really appreciate it!
But don’t rely exclusively on interwebs. Networking is done best in person. Don't ever shy away from talking about your music, upcoming projects, tours, videos, goals, etc. It is good to be ready with a business card or leaflet. Bandcamp allows you to generate download codes, which you can include on your handout, for an extra incentive to check out your music and perhaps even give off a feeling of special treatment. 
Lastly, in my experience, nothing has taken the place of the most tried and true way of promoting music, and that is touring (perhaps with the exception of the viral video, but that is a subject for another post). For those who have never toured you should know that it is totally possible to set up a tour on your own. And contrary to how I started this post, I believe a booking agent can be worth their weight in hassle-free phone calls. 
So remember, don’t invest too much of your money with people who are set up to make money directly from struggling artists. Play the game of branding and marketing. Always be ready to network (but for your sake and those around be able to turn it off). And PLAY MUSIC, that is what it is all about anyways!