Creativity and the Business Are NOT Mutually Exclusive

For years we've been fed the idea that we need someone else to take care of the business side of our music careers so that we can focus on being creative. What is non-creative about the business aspects of our career? Now, I'm not trying to say that we should all fire our managers or agents and go it alone, but having a hands on approach to the business portion of our careers can be just as creative and rewarding as the actual creation side of it. Plus you get the added benefit of knowing EXACTLY what's going on with all aspects of your career.

The fact is, there is no such thing as a plug and play plan for success in the music industry. Sure, there are the well used and frequented paths that most all musicians and bands take, but the success level is low. I kind of think of it as there only being a bottle neck opening of success and the more sand you have in the bottle the harder it is to get to that opening. So, why not unleash the creative side of ourselves and make new openings? Why stick with traditional means if tradition tells us we're delusional? Why not apply our creativity to our business plan and our marketing efforts. Why should we should we look at the business side of our endeavors as different than our music making? They are not, and should not be, mutually exclusive.

As technologies and attitudes toward, and about, music change, the industry changes. That's why I find it amusing when I hear people say that "this is just the way it's done". That's like saying, "well, I had success doing it this way in 1974, it's bound to work now". Um, probably not. Times change, markets change, fanbases change, economies change, social outlooks change, public opinions change, so why don't our business tactics change?

If you can't see the path to success over the heads of your competition, you're on the wrong path. Be creative and strike off into the unknown. You'll be rewarded for your efforts.

Why the big aversion to change?

Seriously, change is going to happen, whether we like it or not. Musical styles, hair styles, fashions, car designs, technologies, attitudes, climates, and the weather, just to name a few things. Nothing stays the same. Even our bodies are a study in change. Old cells die off, new ones are formed. From moment to moment we're not the same beings. So, why is it that we resist change? Why are we scared of it? What attaches us to a certain moment in time? Are we scared that it will never be as good, or even better than it is right now?

As musicians, we can set ourselves into a style, but that style is going to go out of popularity. Sure, it might eventually come back, but what do we do in the meantime? I mean, you have legacy acts like the Stones, or AC/DC that ride waves of popularity, but can that really sustain an up and coming act these days? What is the aversion to growing as artists? Seriously, I don't understand it? Is it really "selling out" to ensure that you prolong your career? I think I'm okay with being a sell out then.

Purism and Elitism have caused a very real level of stagnation in the music industry. Futuristic Glam Rock bands won't be caught dead using modern equipment to make their music. The same goes for the small scene rock bands that still think you have to sport the "look" of long hair and stained denim. My favorite though, as a sound engineer, are the people who have to have that Analog sound, so bad that they're willing to live with a substandard and dated recording to be "cool". Not that I really have a problem with old equipment and technology being used, but at least do something new with it.

The same is true for the business side of our industry. We're still stuck in the mindset that the only way to build our career is the old "tour till you drop" tactic. While live performance is still an important part of it, there is so much more that can be done to get our names, and sounds, in front of the right people. Why play the game of "this is how it's done", when we can be the innovators of how it CAN be done?

Stagnation is a bad, bad thing. Embrace technology. Embrace change. Quit playing the game and start doing something that hasn't been done before. You might be able to make waves that way.

Do you treat it like a business?

Hey Heroes! It's Wednesday again! I hope you're all having a wonderful week.

I'm all about the quotes these last few weeks, so let me share this one with you. It comes from John Assaraf, author of "The Answer".

"If you treat your business like a business it will pay you like a business, if you treat your business like a hobby it will cost you like a hobby."

Now, I honestly can't remember if I've used this quote before or not, but if I have, it's still worth repeating.

This is the point where the Pro gets separated from the Amateur. This is where WE have to decide if we're in music to make a living, or if we buy into the "Weekend Warrior" ideal. So, what's it gonna be?

Music is supposed to be fun, but I guarantee there isn't a successful band on the planet that doesn't look at the business side of their Art with as much respect as the fun parts. If there are, they won't have any long term success. I've seen it happen. I've been in those bands. Too much time partying, not enough time working out songwriter shares, or funds distribution, or..............

So, how do we strike that balance of Business/Casual? For myself, it really helps to set a daily schedule. I have hours. I have a start time, a lunch time, and a quitting time for my business day. I split the day in half. The first half is the business end (licensing, registrations, web work, email,etc.), the second half is for writing, recording, and rehearsing.

The point is that, showing up and treating it as a work day creates a structure that helps me to take it more seriously and to look for the kinds of opportunities that will grow my Art into a successful business. It also allows me to focus my efforts and accomplish more.

So, do you treat your Art like a business?

Ah, the 360 to save the day.

So the Majors have a backup plan, good for them. If I'm getting this right, the plan is to wait until all of their acts are contracted under 360 deals and then they will help force the demise of the CD and fully embrace a free file share market, making all of their revenue.........................whatever.

It's plain and simple. For the time being, it's more lucrative for the Majors to sue the innovators than it is to be the innovators. When it gets to the point where it's more lucrative for them to embrace the innovation, then that's what they plan to do. It's business, they go where the money is.

So, what does all this have to do with us Indies? Probably not much. I mean, we're all free. We have the ability to build our own plan, to embrace whatever technology we choose. We can build an entire following in Second Life if we want. We can tour relentlessly, or we can couple with other media. The fact is that true freedom means that no one can change your mind. So, as long as you have a vision and pursue it to it's fullest, you'll be as much of a success as you want to be.

http://www.techcrunch.com/2009/03/08/big-music-will-surrender-but-not-until-at-least-2011/

Later,

The New Standard Bearers

What is the one thing in life that is certain? I mean besides death and taxes. : )

Change. Yep, the one thing that most people fear more than death or taxes, but what if I told you that change was the catalyst for growth?

It's becoming more and more apparent that there's going to be a major meltdown in the music biz, and it's not going to be pretty. The major labels are pursuing a "Growth By Division" strategy and, as much as it pains me to say it, there are quite a few indie labels jumping on that band wagon. The kicker is that they're all sitting around pointing the finger of blame at each other and waxing nostalgic about the good old days of sold out stadiums and multi platinum sales figures.

Now is the time for change.

Now it the time for growth.

Now is the time to take control of your own destiny and create your own music industry.

In the article that I have linked at the bottom here, it goes on about how technology is progressing faster than the PROs can handle. They're not sure how licences should be applied, and by the time things get ironed out the next technology is sitting on their desk and begging that same question, and all the while you have about 20 hands out waiting for their share.

Is that how we want to operate?

I guess that while they all sit around and talk about it, it's going to be up to us to fix it.

Innovators and Risk Takers, now is our chance! While everyone else is locked up in fear, fear of change, let's make the most of it and use it as an opportunity to set the new standards for the future.

http://arstechnica.com/media/news/2009/03/musics-copyright-battle-made-worse-by-the-fear-of-change.ars

Later,

You got Served! Hopefully.

Let me ask you this. Should it really have to get to this point? The latest on the Joe Satriani v. Coldplay copyright infringement case is that apparently Coldplay has been slinking around trying to avoid being served papers, but good ol'Joe isn't going to let it slide.

He's made it very clear that he's hired an "Army" of process servers to work the Grammy's, with the intent of finally getting those papers in the hands of his adversaries.

You have to admit that it would be awfully sweet if they waited till Chris Martin and the boys were on the podium to accept "Song of the Year" and then rushed the stage in mass. Harsh you say? Not hardly.

I have to say that, as Indie musicians, I feel that our intellectual property is our single greatest product that we offer. It is the foundation of our business plan. It is the flagship of our merch table. It is what makes us who we are, and to have someone else steal your hard work and parade it around the world as their own, and more sickeningly, be nominated for a Grammy for it is just the height of disrespect and elitism.

Coldplay, I'm sure, is just following the advice and direction of their label, EMI, but what does that say about the practices of Major Labels if they are openly advocating the theft of other peoples music. Is it really any wonder that EMI is losing money?

Anyway, I hope that the whole thing erupts into such a big deal that everyone in America sits up and takes notice. We can't make it OK for people to walk all over the Copyright Laws, they're one of the few guarantees we have.

http://www.contactmusic.com/news.nsf/article/coldplay%20to%20get%20served%20at%20the%20grammys_1093915

Later,

Our Savior!! Or Canada's maybe????

So, Gene Simmons from Kiss has decided that he's what the "talented" but neglected Canadian music industry needs, so he's forming Simmons Records.

It appears that, in a serious bid to jump start the ailing music industry, Ol'Gene is fully embracing the standard business plan of the 20th Century record label. Seeing as how the same old tactics and such are garnering such stunted sales in most categories these days, it should work really well for him (/sarcasm).

In all actuality, I wish him luck. He's not a dumb guy, a little set in his ways and unable to cope with a changing musical climate maybe, but not dumb. Maybe he has come up with a plan that the Majors here in America are not willing to try. Maybe he's got a secret weapon that is going to convince millions of music listeners around the world to buy more CDs and stop sharing music files. Maybe he really can take the "superior talent" of Canadian musicians and turn them into the next Beatles (or since they're Canadian, maybe the next Glass Tiger, or Loverboy), or maybe he just plans on trying the same thing again, and again, and again, and expects a different result. I truly hope not.

Mr.Simmons, if you find this, as you appear to be awfully adept at sniffing out criticism, please understand that the game has changed. If you expect to come in and do things the way they have always been done, you are not going to succeed. Use that Entrepreneurial spirit that got you where you are to innovate a new plan and a new path. The Old Road is overtrafficed.

http://www.rollingstone.com/rockdaily/index.php/2009/01/27/gene-simmons-starts-canadian-record-label-hates-on-the-doubters/

Later,

It's a new frontier for the Music World. Almost daily we're seeing new innovations, issues, technologies, and lawsuits in the digital music world. The funny thing though, is we're also seeing greater and greater sales figures there as well.

I'm starting to think the long life arc of the CD is going to be cut short for this ever growing, and always controversial medium. We're seeing a larger number of artists being thrust into the spotlight by more unconventional methods. Whether it's my "favorite" Disney creations like Miley or the Jonas Bros and their TV shows, or Fiest and her huge iPod ad, or MTV's Making the Band series, we're seeing the new music moguls always reaching ahead for the new technologies, the new marketing ideas, and the next best way to stand out and at the same time lower their costs.

Face it, more can go into promotion and marketing if you don't have to pump said money into duplication and production. It's a different world now, and we've got to roll with the waves or be drowned in the surf.


http://www.techradar.com/news/internet/mp3-compatible-music-campaign-unveiled-481711

It's a matter of Auditude

Here's an interesting file sharing idea. Auditude has developed a plan that would decriminalize file sharing by turning each file into an advertisement for the publisher. Now granted, I'm not familiar with all the fine print of this thing, but it appears that both MTV and MySpace think it has some merit, as they have both signed on.

Now, as I looked over the blog that I've linked below, I got to thinking about how something like this might work.

How would the artist have to innovate to still be able to make money under a business plan such as this? Even with the ad embedded in the file, the song is now totally free. Would it then mean that you'd go with a lesser quality file and then offer an "ad free" higher quality file for a download fee? Would it be advertising for your CD, a medium I see fading fast? Would it throw the artist into having to rely on merch and live performance monies to survive? Would it lead to an over saturation of music availability making it that much harder for people to find you?

It's going to be interesting to see how this plays out, and it certainly demands more looking into.


Read more here, http://government.zdnet.com/?p=4160

Talk about Smart Marketing!

I make no bones about the fact that the new crop of Disney creations are not my thing, but I do find it interesting the lengths that Disney will go to to capitalize on them.

Take for instance this newest bit I got this morning from Digital Music News. It seems that you can now get Free download cards for Jonas Brothers songs from your morning breakfast cereal packs. These "kid friendly" packs contain a single serving of your favorite breakfast cereal, a juice drink, a snack, a spoon to eat it all up with, and now even your favorite empty calorie music to go along with it all!

I won't go into how wrong I think it is that the record label is getting benefits from this thing being supplied to our nation's school children (I'm sure at tax payers expense), but from the commercial stand point it is a stroke of pure brilliance.

Talk about targeting your ideal audience!

Joint Venture ideas like this could be an outstanding marketing goal for Indie artists as well. What if you were to combine your music with the products of others? Licensing opportunities are everywhere these days, and maybe your favorite up and coming Designer, Artist, Writer, or whatever, could be your future business partner.

http://www.digitalmusicnews.com/stories/091708jonas

The One Thing Labels Don't Want You To Know!

If there's one thing the Record Labels around the world do NOT want you to know it's that, YOU DON'T NEED US.

That's right. The Record Label as it's been known is going extinct.

We're living in an exciting time when everyone has access to the same quality of services. We as Indies may still have to work a little harder to get the same kinds of notice, but for the first time in history, you don't have to rely on the Middlemen. Of course, it means that you have to familiarize yourself with so much more information, but each and every one of us has the ability to create our own organizations, and our own futures.

We're artists right? Do we need corporations like Disney, Sony, or Virgin to "create" us. If you're serious about wanting to make the Music Industry your life, then you have to approach it with commitment, and not mere interest. You have to live it like your life depends on it.

I'm shocked at the things the average musician doesn't know. From the working composer that doesn't know how to register his creations with his Performing Rights Organization, to the cover band down the street, plastering their versions of other peoples songs all over the place without the slightest clue as to what a Mechanical License is.

There is a lot that we as Indies should know about the processes our music goes through in order for us to bring in the kind of income that we would all like to see. You have to commit to learning something new every day, and to being the best you can be at what you do. Let's face it, even if you are one of the few that does get signed, you're still responsible to understand what it is you
are legally responsible for and entitled to.

If you are going to build a team to take some of this stuff off of your hands, then make sure that the people you hire to represent you know what they're doing, because if they don't, you may end up paying the price for their incompetence.

Traditionally it is the Label that takes care of the legal and contractual responsibilities for the artist, but with the right information and the right level of Commitment you can go the distance and still retain the control over your own destiny.

Get clear!

Last post I mentioned having a clear vision of where you're going in your race toward success, but I wanted to kind of revisit that again. It's a hard thing to get that vision and hold onto it, in fact I struggle with it daily. So I thought I'd mention some of the little tactics we use around here to keep it in the forefront of our minds.

1. Our Mentor board. We have a spot in the studio here where we've placed pictures of all of our favorite Producers, and if we get stuck on something, we just wonder out loud what would Quincy Jones do?

2. For Christmas a couple years back Dana made a box of cards for me. The cards are a series of ideas, tactics, and tricks created by Brian Eno. His thing is that if you don't know which way to go, just pull a card and do whatever it says, even if it means scrapping the last two days worth of work. What this does is makes us remember that it's the process that is important, not the destination.

3. We use lots of photos. We hang them on the bulletin board in the studio to remind us of the great times we've had along the way, which in turn reminds us of why we're doing what we're doing.

4. We've framed up copies of all of our releases, you know, like Gold Records, to remind us of our successes and our passion for making great music.

5. This one is my favorite. Dana wrote and printed out a mock Rolling Stone interview with her at the height of her success. Nothing like just looking up at the bulletin board and reading about how you're already where you want to be, and the wonderful things you're able to accomplish with your success.

It's our imaginations, as artists, that separate us from the average joe at the grocery store. Use that imagination, get clear about who you are and where you're going, and see your future. Just remember to have fun along the way.

Be the Change You Want To See

How do you label success? What does that word mean to you? Is it the diamond encrusted Rolex? Is it the Bentley in the driveway? Maybe you're not that Material. Maybe success for you is having Power or Prestige or Acclaim.

Maybe you're like a lot of Indies who have a really hard time picturing anything more than a van that doesn't leave you stranded on I-70 halfway across Kansas, or even enough money from your gig to put gas is said van.

There are virtually thousands of resources out there that can give you every tip you would ever need to reach the success you want, but they won't help one bit. Why? It's not because it's not good, or even Great advice. It's not because you're too dumb to get it. It's not even because you sleep in too late and drink too much to do the work (my personal, former excuse).

The reason that all that great advice won't help you is because it's incomplete. That's right, it's missing a step. What none of it shows you is how to leap the biggest hurtle in your path to success, yourself.

You see, from an early age we're all programmed with default settings. These settings are programmed into us from sources such as Parents, Teachers, Friends, and that weird uncle you really don't like but who scores pot for you. You get accustomed/programmed to make a certain amount of money, to drive a certain quality of car, to eat a certain type of food (I lived for many years on the Ramen diet). The conditions that you're raised in, and the people you associate with help shape your comfort level/programming.

What does this mean? Well what it means is that all the good intentions, and all the willingness, and all the wanting to change your condition are blocked by you and your own comfort level.

It's not enough to change your mind, you have to change your habits. They say that if you can do something for two weeks straight, then it becomes a habit. So, where do you start? Sorry, there's no one magic change you can make to turn you into a Multi-Million dollar recording artist, but if you take a nice hard look at how you're approaching things daily, and decide daily to change a habit that's leading you nowhere, then daily you will be getting closer to your end goal.

But wait! That's not enough. Before you can do any of that, you have to have a CLEAR goal in mind. Start with the end in mind and work back. Wanting change is a great first step, but it's a daily practice to keep it going and you have to make that commitment to yourself to put in the effort.

In the end it's worth any effort, but keep in mind that, as with all things in life, at the very core is personal responsibility. No one will do the work for you. No one will hand you your dreams. You have to be the agent for your own desires. You have to be the change you want to see.

Authenticity

Having been in many bands over the years, one of the things that always sets funny is the need of so many bands to immulate their "influences". What inevitably happens is a set with a song that sounds just like AC/DC followed by a song that sounds just like (insert the name of your next favorite band). It comes down to a lack of a true authentic vision, or maybe even a lack of self identity.

Is it any wonder that you can turn on the radio right now and here 10 bands with the same exact vocal style and delivery of Blink 182? Hell, even they stole it from Screeching Weasel.

This is what separates innovators from followers. The innovator makes a statement, the follower apes it and jumps on the "bandwagon". Innovators have staying power, followers have their successes as long as the style stays in fashion and then they fade away. 80's Hair Band package tour anyone?

It took me a LOOOOOOOOOOOONG time to realize that as much as I love Punk Rock music, I can't embrace the ethic, I feel like a clown in studded leather, and PBR is nasty. Let YOUR light shine through and you will qualify your ideal fans. If you like Lee Greenwood and Motorhead, your fans will hear both in what you do. The best part is that you won't sound "just like" either.

Be your own person, it feels good.

What do THEY know anyway?

I found this to be pretty interesting. It appears that music fans just don't really care what the critics have to say anymore.

http://www.digitalmusicnews.com/stories_old/070808critics

What does this mean for us? Well, it means that nothing has really changed. I believe that most Indies have always held the belief that our music speaks for itself, we don't really need the approval of music critics or reviewers to help move people to listen to us. Leave the pandering to the Major Label acts, we have a better tactic.

As "small time" acts, we have the opportunity to connect with the people who love our music in a way that Major Label artists can't. One on one. As is mentioned in the article above, a grassroots approach can be just what the doctor ordered. Though, with the ability to market via social networking sites, such as Myspace and Facebook, it has become not only easier to build fanbases, but also harder to stand out from the crowd. We need to innovate new and better ways to be noticed, and heard. What will you do to stand apart?

The Power of Everpresence

This week I'd like to talk about one of the greatest marketing tools we as Indies have, Everpresence. I know, it's really not a word, but I think it sums up a great deal. The best way we have of making a name for ourselves is to put ourselves out there and in the spot light as much as possible.

We could definitely take a lesson from the hip hop community on this one. Take the success of Lil' Wayne, in the last couple of weeks. While certainly not the best rapper on the planet, he has saturated the Internet with his name, his songs, and his "brand", and it's garnered him huge success. Shouldn't we then take examples such as this and dissect them and find the formula for our own successes?

In a world that is becoming increasingly media based, why not take advantage of every possibility to put your name, and your face, in the minds of any and every prospective fan available? Buy an inexpensive video camera and create a YouTube account, Start video podcasting from your website, be creative and come up with ways to "be everywhere" that no one else has thought of.

It's a fact that, in this day and age, anyone can be a musician, and anyone has access to all of the same marketing outlets. It's become a game of who can do it most frequently and who can do it the best. What are you willing to do to be the best?

Now does this sound like jeopardy?

Hello Indies!

There has been a lot of talk in the music industry about illegal downloads and the impact they are having on the industry as a whole and, as a label owner and musician, I've been following it with what can only be called "rapt" interest. In many areas direct sales of recorded media seem to be in a slump, leading many people to worry about the future of the music business and, in the case of Gene Simmons of Kiss, to even declare that the music industry is "dead", and that it is all the fault of the fans.

So, imagine my "surprise?" when I started looking through the last weeks sales totals for acts such as Lil' Wayne and Coldplay. Last week Lil' Wayne broke a staggering One Million units, and after only six days on the US charts, Coldplay has already broke 720,000. The impressive part, for me anyway, is that both of these albums had been available for complete download prior to release, and both had been heavily pirated prior to release, yet both are selling phenomenally well in conventional (legal) channels.

Is this just a fluke? I don't know, but it does seem to me that by embracing the fact that their fans want access to as much of their material as they can get ahold of, and putting in the extra effort to provide it, they are still able to monetize the support of their fans.

It makes me think that the more you include your fans in the process, the more you make them part of the process, the more they emotionally invest in you. Emotional investment usually leads to financial investment, and all of a sudden you have found a way to innovate your marketing plan.

It really is an interesting time in the music industry.