Tag Archive for: Music Business

Drop This Habit Now and You’ll Absolutely Guarantee Success

habit-feature-meme

Too many of you seem to naively rely on your musical gift as if that is the end-all-be-all to success.

habit-peacock

 

 

 

In fact, many of you seem to be utterly dumbfounded at that lack of attention you receive from the industry solely because of your musical gift (even if you’re delusional about that gift but I digress). You have a nasty habit and it has to go.

 

 

habit-dumfounded-meme

 

Your brilliant talent is worthless unless you understand how to stand out from the crowd in the marketplace, amongst industry professionals, and amongst your peers.

 

 

Follow me on this, as always, I have a point.

 

I was listening to one of my favorite podcasts called The Business of Story with host Park Howell.  In this episode he interviewed habit-business-of-story-logo9-time New York Times Bestselling author and former Associate Editor of Sports Illustrated Magazine, Don Yaeger.  Wow!

 

 

 

Don has written over 25 books and interviewed over 2,500 major sports stars in his career.

 

habit-don_yaeger

 

There was one question he asked during every interview he ever conducted and Don kept a record of each answer given over that lifetime of interviews.

 

“If you could name for me a habit or characteristic that you believe separated you from everyone else that you competed against, what would that habit or characteristic be?”

 

 

 

Most artists would answer this question by describing their most compelling gifts or talents. “My voice, my songwriting, my performances, my guitar playing, blah, blah, blah.”

habit-fail

 

#Fail.

 

 

What’s interesting is the most common answer that was given by each of these superstar winners.

 

 

 

Most of these sports heroes DIDN’T talk of their physical gifts at all. Instead, they articulated that they all had a fear of losing that surpassed their joy of winning.

 

 

habit-no-gifts-meme

 

They all at some point in their lives, learned to HATE losing far more than they loved winning.

 

They expect to win because winning is a direct result of the hard work they consistently put in every day.

 

 

 

 

Winning is a byproduct of showing up.

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They hate losing.

 

 

 

 

They hate losing because it’s super painful

 

It’s this painful to them because it’s personal.

 

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It’s personal because they accept 100% of the blame.

 

They feel responsible for 100% of the outcome of any given situation.

 

 

 

Here’s the nasty habit I mentioned earlier.

 

If you make excuses, it’s not 100% your fault, is it?

habit-life-choices-results-meme

Some of you, and you know who you are, have a nasty habit of constantly shifting the blame away from yourself to ease the pain of losing.

 

It’s sucks to lose, but if it’s not your fault, it’s not your fault so better luck next time, right?

 

 

Maybe the Gods will make it different for me tomorrow.

 

Your habit is to believe that your life is a consequence of your surroundings rather than a result of the sum of your decisions.

habit-choices-bad-weather-quote

 

 

Whoa!

 

This fact was not surprising to me at all but still SUPER INTERESTING.

 

 

You have to stop making excuses when you fail. Period

 

As long as you make excuses you’ll NEVER own it and failure only hurts when you have no one else to blame.

 

You’re supposed to be an ARTIST for God’s sake, FEEL THE PAIN!!

habit-michael-jordan

 

It’s good for you.

 

Don had the opportunity to attend an “old man’s sports camp” with Michael Jordan as one of the mentors.

 

There was a situation where he was one of a few guys chosen to play one-on-one against Jordan.

 

Don is quite prideful of the fact that he actually SCORED on Michael Jordan! (who wouldn’t be?)

 

Michael was pissed.

 

He hates losing.

 

This is a mindset people.

 

Again, I am not trying to beat a dead horse here, but I received so many comments from a previous article where I revealed the secret to getting PAID was your mental mindset.

habit-charlie-brown

 

Many of you dismissed this as mumbo jumbo, probably because you hear it so much it’s almost like words come across sounding like Charlie Brown’s teacher. “Wah, wah, wah, wah, wah, wah, wah,”

 

Michael Jordan was one of the superstars Don interviewed.

 

Michael never spoke of his 42” vertical leap; which is astounding.

 

That’s talent.

 

In fact, a 42” vertical leap is a God-given talent.

 

You can’t learn to jump 42 inches. You have it or you don’t.

 

Why wouldn’t the great Michael Jordan who was 6’6” talk about this amazing gift as the reason he was able to not only succeed, but DOMINATE an entire league of seemingly God-like 6’9” tall ability?

 

Answer: IT WASN’T THE TALENT

 

habit-result-equation

 

It was the fact that he learned to hate losing so much.

 

Some people are born with this type of drive.

 

 

Some learn it because they grew up dirt poor and never want to return to that state of living again.

 

Some learn it other ways.

 

Don’t you find it compelling that out of over 2,500 athletic superstars interviewed, the vast MAJORITY of them described this attribute as the highest contributing factor to their success over their obvious talent?

 

Doesn’t that ring a bell somewhere in your being?

 

I see it every single day in our music business.

 

The big winners have a very wide range of musical ability. Some are very talented, some are not.

 

ALL the winners hate to lose.

 

habit-painful-losing

This is a mindset.

 

This can be learned.

 

 

The habit can be dropped like a 3-foot putt.

 

 

Your success isn’t dependent on whether you have enough talent to win American Idol or The Voice.

 

And as you can plainly see, it doesn’t matter if you win American Idol or The Voice with your talent, your career success will be determined by what happens after that.

 

Lose the habit, gain success. Period

 

Surround yourself with the right people: this includes your significant other.

 

 

If he or she is not adding to your success they’re detracting from it and you’re wasting time.

 

This means your band. If everyone isn’t on board get rid of them.

 

This is “show-BUSINESS”, not “show-friends”.

 

This may sound harsh to you because y’all are friends but here is a little reality check. Imagine bringing your friend into your day job. You vouch for this friend to your boss, the boss agrees, and your friend comes in and doesn’t hold up his or her end of the deal.

How would you feel?

 

Would you be surprised if your friend got fired?

Would you be the one to fire that friend?

 

I remember an early gig my band played when we were in high school. We had about 5 minutes before the show was supposed to start and nobody could locate the new drummer.

 

We all went out into the parking lot and found him.

 

In his crappy-ass, rusted out, shit-box of a pickup truck.

 

He was surrounded by a literal SEA of empty beer cans.

 

I wanted to kill him right then and there!

If I had a lobster fork, I’d a stabbed him in the eye with it.

 

We did the show, he sucked, and then he was gone. No questions asked. (Who can’t handle the pressure of high school show for crying out loud?) sheesh.

 

The great UCLA coach John Wooden was quoted as saying, “You’ll NEVER outperform your inner circle.”

 

Think about that.habit-inner-circle

 

Then REALLY think about that while you assess your inner circle.

 

I came from a small town. There are plenty of friends who are still in that small town sitting on the same barstool making the same excuses as to why they can’t succeed.

 

Many of them are unhappy and it’s not their fault.

 

Just ask them, they’ll tell you.

 

There is a diagnosable mental dynamic that happens when your homies bring you down.

 

habit-snoop-dogg-gap

 

I saw a video with Snoop Dogg the other day articulately describing what he called “the gap”.

 

 

 

He held one hand up in a flat horizontal fashion about 2 inches above the other one. Snoop said that in order to be friends and hang the gap has to be small like the 2 inches he was showing. Trouble is when someone starts to rise up, the gap begins to widen. Then there is only one way for the relationship to continue as it has been.

 

Somehow the gap has to close.

 

There are only 2 ways for the gap to close. Either the bottom hand has to step up or the top hand has to come down.

 

Get it?

habit-gifts

 

Are you in the habit of coming down to make your friends more comfortable around you?

 

Be honest.

 

Don’t be ashamed of your gifts and certainly don’t you dare believe that your gifts alone are all you need to break out and be successful.

 

That’s a naïve story most artists love to tell themselves.

 

You have to be a student of the game.

 

You have to hate losing.

 

habit-losing

You have to be mindful of your inner circle.

 

 

You have to hate losing so much that you learn everything else like the business, marketing, performance, writing, recording, etc. to stack the deck as much as you can in your favor to give you the best chance of NOT LOSING.

 

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Do that, and you’ll wake up one day making a living doing what you were born to do surrounded by an amazing inner circle.

 

Stay

 

In

 

Tune.

 

 

 

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What Music Marketing Questions Do You Need to Succeed?

Music Marketing Questions Feature

Follow me on this and I’ll steer you to asking the right music marketing questions.Music Marketing Questions Neil Diamond

 

It was 1976 (I believe), I was 8 years old. Don’t ask me why, but my parents (thank GOD) took me to our local outdoor concert shed called Alpine Valley to see Neil Diamond live. He had JUST cut his hair but was still totally rocking. I was super familiar with the music, especially Hot August Night which was recorded live in 1972 at the Los Angeles Greek Theater.

 

FYI, if you haven’t heard that record is a must. Neil recorded a ton of records, but in my opinion, none of them compared or sold as well as the live records. They just couldn’t ever capture the magic that happens on stage with that man.

 

I was more than familiar with every song, every lyric, every note. I couldn’t believe it was him!

 

Music Marketing Questions Epiphany

I was utterly fascinated.

 

I decided right there, that music was my gig; that’s what I was going to do.

 

Looking back, that was a REAL epiphany, you know?

 

Life changing.

 

Hey I’m curious, hit me back via email, in the comments below, or social media, what was your epiphany? What artist made you decide to become an artist?

Music Marketing Questions Who Made You

After that show I begged my parents to get me guitar lessons and an acoustic guitar.

 

I used to daydream about writing songs with Neil and performing with him.

 

I used to do that in front of a mirror with my guitar on, of course.

 

 

I did get some guitar lessons too.

 

They totally sucked.

 

I lost interest.

 

Heartbreaking right?

 

My teacher was boring and forced me ONLY to learn exercises and chords, you know, rudimentary stuff.

 

My homework was to learn “3 Blind Mice” and “Mary Had a Little Lamb” from some crappy beginner book (OK, look I was a beginner but sheesh!)

 

Music Marketing Questions 3 Blind MIce

Not once did he offer to teach me the 3 chords necessary to learn a Neil Diamond song.

 

 

For the record, I don’t remember asking either, I was 8, but still.

 

That might of changed the course of my life a little sooner.

 

Fast forward to 6th grade; just 4 years later but a lifetime for a kid. We had moved a couple small towns over from Whitewater, WI to Delavan Lake, WI. 20 minutes apart from each other but a GALAXY away to me as I had a new school and was forced to find new friends.

 

A good move looking back, by the way, as most of my childhood Whitewater friends are in or have been in jail. This is why my parents moved; they understandably didn’t like my friends and that town was too small to avoid them.

Music Marketing Questions Peavy Guitar

 

 

One of my new friends was Michael Ancevic. We met on the lake during my first summer there.

 

He came over to hang at my house one day and brought a huge woodgrain Peavy electric guitar with a cord.

 

No amp so we plugged into the stereo.

 

He knew a couple Cheap Trick songs.

 

My jones was reinvigorated BIG TIME.

 

I wanted a guitar again; BADLY

 

Music Marketing Questions Crazy Train

 

I got one with a small practice amp and began taking lessons from this dude in Delavan named Mark Waelti (who later became a senior roadie for L.A. Guns). Mark would spend our lesson time teaching me the obligatory scales, chords, modes, theory, etc. but would end every lesson teaching me whatever song I wanted to learn that day.

 

That was our deal.

 

 

All of a sudden I instantly knew more than the one note adaptation of “Smoke On the Water”.

 

I could play “War Pigs”, “Heading Out to The Highway”, and “Crazy Train”.

 

I had homework I wanted to work on!

 

Now we were getting somewhere.

Music Marketing Question Marshall Amps

 

 

Mike and I had a little silent gear competition going on. We both worked jobs to afford better gear. Every time one of us got a better amp or guitar, the other had to reciprocate; right up to Marshall Stacks.

 

 

Next thing you know we had a band. We were horrible but we were the only band in town so the girls LOVED us.

 

That was enough of a response to keep us going.

 

Obviously the rest is history.

 

Sometimes the circumstances that accompany a new adventure are not ideal and these can impact your experience in a negative way.

 

Like with marketing your music. I mean you’re either asking the wrong music marketing questions or you’re not asking at all.

 

Great Questions Feature MEME

This can be so detrimental that you lose sight of even the most destined life path.

 

If you know me, CLEARLY I was definitely fated to tour in a rock & roll band, however, even after a life changing epiphany, the lame-ass guitar teacher sucked all the wind out those sails; albeit for just a few years.

 

You know what?

 

Marketing your music is the same way.

 

Huh?

 

Yeah, some of you can truly sit down with an instrument and somehow it just makes sense to you so beautiful music comes out; these people don’t ask questions.

 

 

Some of you think you can do that but you should be asking questions because you need music and/or vocal lessons, but I digress.

 

Some of you took lessons like me because you wanted to improve. You started asking someone with authority some good questions.

 

Music Marketing Questions Salesman

 

Many of you hate marketing because you didn’t get into music to be a salesman, right?

 

You hate that feeling.

 

Consequently, you don’t ask any music marketing questions.

 

Many of you embrace marketing but y’all sound like salesman because you suck at it, which is a horrible feeling for us.

 

And completely nonproductive for you.

 

Again, because you think you’re good, you don’t ask any music marketing questions.

 

Music Marketing Questions In The Palm Of Your Hand

 

When you excel at marketing the feeling you get is not any different from how you feel when you write a song and during a performance you really move someone emotionally.

 

 

How about when you overcome the challenge of a stubborn audience and still manage to walk off stage with them in the palm of your hand?

 

How does that feel?

 

Music when it’s well done reaches people in a profound manner. It’s life changing for us, isn’t it?

Music Marketing Questions Connecting MEME

Music, when it’s well done is super effective communication.

 

Marketing when it’s well done is effective communication too.

 

In order for you to succeed at music, SOMEONE has to succeed at marketing your music. Period.

 

That has always been true since we started recording and selling music.

 

Music Marketing Questions Lessons

What if you could learn how to market like I initially learned guitar from Mark Waelti, in a more engaging manner?

 

What if you were asking great music marketing questions and actually getting answers?

 

If you viewed your music career like you view marketing, you wouldn’t be chasing that dream anymore.

 

Remember when I said my band sucked?

 

Your marketing sucks right now, you just need to approach the challenge a bit differently; like all my guitar teachers following that first hack. Once I knew what to look for I never had to play “3 Blind Mice” again!

 

I got results after EVERY lesson; measurable results.

Music Marketing Questions Twitter Book

 

Most of you reading this have downloaded my free Twitter book.

 

How many have read it?

 

This book is still a bestseller and answers many of your music marketing questions.

 

How many of you have implemented it?

 

FYI, everyone that implements the strategies in that book hits me back with INSTANT results, like how I felt when I would learn a new song at the end of each guitar lesson.

 

If you allowed yourself to be overwhelmed by the desired end result of making a living in music, you’d of quit eons ago.

 

Why do you allow yourself to be overwhelmed with marketing?

 

Music Marketing Questions Excuses MEME

Whatever answer just popped into your head just now is a REALLY GOOD EXCUSE.

 

Start with one platform.

 

Start with Twitter.

 

You have the book. If you don’t, get it free right now at GiftFromJohnny.com. Just click the button and tell me where to send it.

Music Marketing Questions Reach Out and Touch Your Fans

 

Master the strategy for targeting your audience and reaching out to them. They’ll follow back, I promise.

 

That’s easy and immediate. A quick win which is necessary for building your confidence.

 

You’re not done though.

 

Then dig into applying that amazing creative brain of yours to craft awesome, compelling content.

 

Music Marketing Questions Stand MEME

What is awesome, compelling content you ask?

 

 

You’ll hate this answer but it’s literally different for every one of my clients.

 

The content has to be consonant with your brand, your personality, what you stand for, but it also has to be valuable for THEM.

 

Oh, and your music is valuable to no one until they know you better so if you think that is the answer you sound like a salesman and you’re probably a little arrogant.

 

Once you crack that code, you’ll start deepening relationships and the last step is easy, just ask for the money.

 

If they like you enough, they’ll buy. Every time.

Music Marketing Questions Asking

 

How do you create content that is consonant with your brand and valuable to them, exactly?

 

Ahh, NOW you’re asking the right questions.

 

Keep asking those questions and your subconscious will reward you, I promise.

 

It may seem vague but it’s exactly how I built this company, client by client.

 

Stay

 

In

 

Tune.

 

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How To Find Your Perfect Music Manager

Music Manager Feature 2

The answer to “how to find a music manager” or “how to find a producer” is easy.Music Manager We are Here

 

I’m going to answer it, but first we need to dig a little into what makes you tick, ok?

“For the past 33 years, I have looked in the mirror every morning and asked myself: ‘If today were the last day of my life, would I want to do what I am about to do today?’ And whenever the answer has been ‘No’ for too many days in a row, I know I need to change something.” — Steve Jobs

 

Music Manager Steve Jobs Photo credit Kremlin DOT ru

Photo Credit: Kremlin.ru

 

I want you to ask yourself this question for the next 7 days. If you answer “No” for too many days, then you need to CHANGE something immediately.

 

Follow me here.

 

 

 

 

 

Remember my article talking about the quote (inaccurately attributed to Darwin) that stated, “It is not the strongest of a species that survives, it is not the most intelligent that survives. It is the one that is most adaptable to change.”Music Manager Darwin Strongest Quote

 

If you’re stuck you have to change something.

 

If you’re broke you have to change something.

 

If you’re broken…you have to change something.

 

Music Manager Broken

 

Too many of you right now are defaulting to the damage causing software loop in your heads, “I’ve gotta do this before I do that.”

“I need more money, then I can do this.”

“I just have to perfect this thing before I can be serious about that thing.”

“I just need a music manager or a good music producer to be successful in my career.”

“If I could just meet that one huge record label executive, she would hear my music and love it! Once I get my deal I’m going to get paid.”

 

 

Music Manager Waiting

 

 

All these statements translate into this: “Here’s my excuse why I can’t do it or why I’m waiting to do it.”

 

 

 

Here’s a quote that actually is from Darwin.

“We stopped looking for monsters under our bed when we realized they were inside of us.” – Charles Darwin

 

Ooooh, read that one again and let it sink in.

“We stopped looking for monsters under our bed when we realized they were inside of us.” – Charles Darwin

 

Music Manager Joker Meme We stopped

 

That’s right. You’re the monster!

 

All these obstacles are in your head, man.

 

 

The catch 22 is this: You think your career will launch with good industry pros and industry pros want to see a career that’s already launched.

 

Once you truly realize that and change your outlook from “here’s what I need to get ahead” to “How can I help you get ahead?” your world will change.

 

Here’s another real strong Darwin quote.

 

“It is always advisable that we perceive clearly our ignorance.” – Charles Darwin

 

You have to know that you don’t know. You have to admit that you don’t know, develop a thirst for the truth, and then focus on a plan to do something about it.Music Manager Questions

 

You’re not asking enough questions, man, and you’re probably asking the wrong questions.

 

When you find yourself in the right “lane”, and you’re doing what you’re supposed to be doing, for real, it’s literally breathtaking how quickly the tables turn. The amount of supremely positive energy you attract into your life will be overwhelming.

Music Manager Energy your way

 

You will always question it because it’s so ABUNDANT.

 

You’ll always be thinking, do I deserve this? Is this for real? And the answer is a resounding YES!

 

 

Hey.

 

It won’t happen until you make a change though.

 

It won’t happen until you jump.

 

Those monsters inside your head got you scared to jump.

 

  • They’re telling you you’re not ready.Music Manager monsters
  • They’re telling you your parents were right and music was a stupid career choice.
  • They’re telling you to focus on Plan B…to be safe.
  • They’re telling you to deal with this pain tomorrow so have another drink today.
  • They’re telling you good things will happen to those who wait.

 

Your monsters are correct in that good things do come to those who wait, but only that which is left behind by those who hustle.

Music Manager Those who wait

 

 

 

 

So if table scraps is your idea of paradise, keep listening to the monsters.

 

 

 

How do you find a manager?

How do you find a killer booking agent?

How do you get a big time producer?

 

The first part of the answer is you’re going to have to pay.

 

Music Manager Dodge Dart

This is NOT a Ferrari.

 

If the cost is too high, then you don’t want it enough. Which is ok. I’m not judging. Just accept the reality and don’t cry over the outcome.

 

Crying over an outcome you haven’t worked to achieve would be as silly as paying a few hundred bucks for a rusted out 1967 baby blue Dodge Dart and bitching that it doesn’t look, sound, feel, and perform like a Ferrari. You didn’t pay for a Ferrari!

 

 

You’re going to have to pay with your time, which many of you are not willing to give, at least not enough.

 

When I was an artist, my band practiced 4-7 hours a day. No joke. We all had part-time jobs and every other minute outside of that stupid phone sales room was devoted to band rehearsal by all members.

 

Music Manager TIME

 

If you’re thinking, my band will never commit to that, get a new band. I went through tons of band members in lil’ old Delavan, Wisconsin before I assembled the lineup that would gain the serious traction.

 

 

 

If they don’t want it enough, find somebody who does.

 

Maybe they do want it enough and they just need to be checked into the glass. Help them reevaluate their priorities.

 

If you’re thinking but these band members are my friends and I don’t want to hurt their feelings, get over it. They’ll be OK. You clearly want it more than they do.

 

Music Manager Beehive

Truth is, each of you will be happier surrounded by people with the same goals. Life is good when you’re in the right beehive.

 

This is show-business, not show-friends.

 

If you’re thinking I don’t have time for that, then you’re right. Which is fine. But you have to stop stressing over a lack of momentum. Music is not a profession for somebody with little or no time to devote to it; it’s a hobby. You enjoy making music, so enjoy it. But let’s call a spade a spade and set clear realistic expectations.

 

Music Manager Hobby

 

 

Btw, every awesome job comes with crappy paperwork that nobody likes to do but has to be done. I hate accounting but I have to do it for Daredevil.

 

 

 

Your crappy paperwork is probably manifesting itself in the form of music marketing. Decidedly different animal than making music but mission critical if you plan on being a professional.

 

You also have to pay with money.

 

You’ll have to either pay someone to help you create solid recordings, good images, PR, social media, videos, promotion, etc. OR you’ll have to pay someone to teach you how to do it for yourself.Music Manager Paperwork

 

You’re not going to magically absorb this knowledge from the Universe simply because you wish it to be that way and you were born to be an artist.

 

 

You’re going to have to get off your ass and get in proximity with a mentor of some kind. The least expensive method to benefiting from a mentor is a webinar, a consultation, or a book!

 

 

If you’re thinking I don’t have money for that right now, I got bills, you’re right again! You’re spending your money on the things that matter to you the most. If your career isn’t one of these things, then you have no money for it. Therefore music is a hobby right now, not a profession.

Music Manager poor

 

 

I’m constantly listening to podcasts, reading books, watching webinars to learn about music marketing online.

 

 

 

What am I studying?

 

Social Media marketing, online marketing, consumer psychology, purchasing psychology, story branding, sales copy, Latent Semantic Indexing (I know I’m a total geek), music industry trade mags, ecommerce technology, and more.

 

Books are the most AMAZING deals, man. Direct proximity with the best minds the world has to offer for around $15; the cost of an expensive cocktail.

Music Manager Books

 

 

Why do I spend money and time on these books?

 

 

 

Because nothing is more important to me than cracking the code to helping my artists find their audience, connect with them, and create cash flow from them.

 

 

Once I’ve mastered this, I’ll be able to mathematically predict cash flow. If you’ve ever seen the movie “Moneyball”, that’s the ticket. Daredevil Production is architecting “Moneyball” for the music business.

Music Manager Moneyball

 

If you’re pissed right now, I’m not trying to trick you.

 

The question: How do I find a music manager?

 

The answer: You don’t find them, they’ll find YOU.

 

 

 

 

Music Manager Alone

 

You don’t sit around wondering, wishing, hoping, that you’ll meet the right person who will agree to go to work your day job for you so you can collect the paycheck and focus on music, do you?

 

No.

 

That’s a job you have to do on your own.

 

You don’t sit around day dreaming about the day you find the right person to wipe your butt after your done taking a crap either, do you?

 

No.

 

This is yet another job that you deeply understand is for you alone.

 

You think these questions were silly because they were.

 

You KNOW that you don’t get paid unless you get your butt to work.

Music Manager Hide

 

You KNOW your butt won’t get wiped unless you do it yourself.

 

Whether you want to believe or not, whether you understand it or not,

 

 

The music business is no different.

 

You won’t find an audience and make great music unless you do it yourself. All the people you seek will make your existing audience (business) bigger. They won’t find them for you.

music manager sheep

 

Put in the time. Put in as much money as you can (intelligently) and become an undeniable force of business.

 

All the managers, booking agents, and producers will come out of the woodwork once you prove to the Universe that you’ve taken ownership of your own career.

 

They’ll flock to you, I PROMISE.

 

Until then, you’re just another wannabe who naively believes that you need them to make you.

 

They won’t.

You don’t.

 

Stay

In

Tune

 

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Danger & Opportunity

Danger Opportunity Feature image

Baron Rothschild, a 18th-century British nobleman and member of the Rothschild banking family, is credited with saying that “The time to buy is when there’s blood in the streets.” By now, you must be aware that the music business is in a serious crisis. Yes, there’s blood in the streets. I think about this crisis a lot these days.

Crisis = Dangerous + Opportunity

Did you know that the Chinese word for “crisis” is made up of 2 characters: 1 means “danger” and the other means “opportunity”?Crisis Danger Opportunity image

That’s the way I think about the music business; danger and opportunity. The old music business required you make demos and connections until you could find a label that was willing to sign you and invest millions.

THEN you had to be really lucky again to end up in the 10% of signed artists that actually made money on said label. You heard me right, in the heyday of the music business, only 10% of the artists made money, meaning 90% of the signed artists lost money. The old music industry business model was beholden to what they call the “Tyranny of Space”. There was a finite amount of valuable shelf space to place your CD and an even more finite amount of radio spins allotted for new artists. That equates to the limited space of distribution and the limited amount of spins on the radio each hour. The old business model created situations where an artist who had a great record out, was charting in the top 20 on Billboard, touring like crazy, creating real momentum, essentially doing EVERYTHING right would often lose their deal because the label found another act in the same genre with a little more momentum and had to drop the prior artist due to the “Tyranny of Space”.

Huh?

Yeah man, there are only so many radio spins per hour so the label would (intelligently) put their eggs into the better basket Radio Airplay Danger Opportunity imageso-to-speak. THIS is the old model that is falling apart right before our eyes. Tragic to some I am quite sure but very necessary and I believe much better overall for the art and the artists who create it. As an artist, you have to be aware of the big picture to really see the opportunities that lie within the danger and chaos.

The new music business doesn’t suffer from the Tyranny of Space. The costs to make a record are much less expensive, there are no distribution issues because there is always room for one more CD on a server, and (most) social media is free. So as a developing artist, the velvet ropes are gone, the ‘luck of the draw’ has disappeared to a large degree. Now artists are really freed up financially, and in the marketplace to make their own way, to create a name for themselves on a worldwide basis.

As an artist, YOU now hold all the power to write music that YOU love, record it the way YOU want to, find your audience online, and sell it to make a living.Danger Opportunity YOU have the power image

YOU now have the opportunity to create a small profitable business that will sustain YOU and your family while doing what YOU were born to do; music.

As an artist, YOU now hold all the power to create your reality and prove to the world that there is a market for your specific music. Once YOU do that work, all the big money in the form of private investors and major record labels will find YOU.

YOU literally can change what “mainstream popular music” is going to sound like; you can change what the “suits” are willing to get behind.

Don’t believe me? Look at the Zac Brown Band and Florida Georgia Line. Whether you like these artists or not, they got deals after they created the buzz and sales on their own. This was after both acts were turned down by every label.

Mumford & Sons and Adele were also acts that forged their own way and STILL didn’t get major label deals (they Danger Opportunity Mumford and Sons logo imageboth have indie label deals). So it really can happen in a big way for you but you have to come to terms with the fact that

YOU will be responsible for making it happen.

YOU will have to put together the team that will take you to the next level artistically and in the marketplace.

YOU will have to create enough buzz to get the bigger money involved.

 

So how do you do it?

You have to start by understanding that the new music business now suffers from an equally abrasive oppression called the “Tyranny of Choice”. Have you ever eaten at a restaurant (like Jerry’s Famous Deli in Los Angeles orCheesecake Factory) with a ridiculously massive menu?? I was always apprehensive to eat at JFD because I could never decide what to eat! There were too many choices.

This is the current issue we need to overcome as artists, managers, labels, etc.how do you stand out? How do you rise above the noise on the RADAR screen and get the attention of the music consumers?

The answer is 10% making good music and 90% doing good business

The answer is 10% making good music and 90% doing good business. Most of you have that equation reversed; you Danger Opportunity Music Biz Now imagebelieve it to be 90% good music and 10% good business. If the latter were true, only good music would be on the radio. Think about that for a second.

YIKES

There’s your proof. Good business trumps good music in the marketplace. You can morally & artistically agree or disagree with this statement, but it’s true nonetheless. The sooner you get your head around that concept the more successful you’ll be regardless of your talent.

 

Bottom line is everybody can always improve. To be a successful business (which you have to be to succeed as an artist these days, like it or not) you need a good team, accurate information, and the drive to execute many little tasks that are crucial to your momentum.

You can grow your brand.

You can grow your audience.

You can expand your influence.

You can make a living making music.

Doesn’t that mean you’re successful?

 

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