tate music group...that's what we've been saying

One of the most important (and most common) discussions we have with the artists we work with focuses on the business aspect of music. It makes sense...since this is called the "music business." The thing we most commonly stress is that the music is just the introduction into the industry - the business is what keeps you there.

Like any business, the product being introduced and promoted rises and falls on its quality and the ability of its creator to sell it to the consumer. The music business is no different. As an artist, your music is the product...and the quality of that music is very important. However, even more important is your ability (as the artist/creator) to promote and sell your product - in this case, your CD. You can have incredible songs and share those with an audience - completely captivating them. If that audience, though, isn't able to get your music and similarly recreate those feelings they had when hearing it live...they will forget about you and your music and move on to the next option.

This is why we (TMG) stress the importance of artists having lots of product and merchandise on hand for all your shows and events. It is not only your best point of sale...it is a way to engage with your audience again...and continue to inspire them by providing your music for them to listen and share over and over. That is both great promotion of your art and excellent business strategy - since a $10 CD at your show will end up as $6-$8 directly to you. Multiply that by 60 fans...and again by 50-60 shows per year - and you're starting to make this a career!

Of course, as you can see, the other aspect of selling your product is your ability to engage and captivate your audience. You have to put on a good show and give your audience something to not only be excited about at the time...but talk about to their friends the next day, week, month. This is how you, as an artist, are really just a salesman with a guitar (or piano, or microphone, etc.). I know that doesn't sound very appealing to most artists...but it is the truth about all business. Having the best product means nothing if you can't sell it to your audience. Time and again, I see incredible artists with no fan base and nothing (financially) to show for their work...because they aren't willing to do the 'salesman' role that is needed for this line of work. On the flip side, less musically talented artists can be some of the most popular and highest grossing artists because they have accepted their sales role and actively engage and inspire their audiences to action - which always involves buying their product (CDs, shirts, hats, etc.).

This is foundational to Tate Music Group and our goals for working with artists. We have been saying this for years and we see the most success from our artists that embrace music not only as an art but ultimately as a business.

Here is a video from Tom Jackson (a major promoter in the music business) stressing these same principles.

tate music group...who is your audience?

One of the first things you need to do as an artist - perhaps even before you begin to put pen to paper and write those hit songs - is to identify who you are writing the songs for. In other words, know your audience and direct your art in that direction so as to capture their attention and their money. That shouldn't come across as too harsh, I hope, because it is ultimately what every artist has to focus on...since every artist I talk to has it in their mind to play music for a living. Making money, then, is essential to that goal.

Knowing your audience (understanding what they are looking for in music) is one of the principle and foundational rules of marketing and branding. Very often we talk to artists who will say "my music is really for everyone." Wrong! It isn't...and it shouldn't be. It should be for the specific audience that will be drawn to its style, writing, music, and cadence. Music is diverse - like fruit; you are going to like some of it...but not all of it. Stop wasting energy and resources trying to sell apples to banana people! The key is finding the people who have the same tastes as you and targeting your time, money, and effort to making sure they have many chances to hear and experience your art (and buy it!).

Once you have identified your target audience, you will be able to focus your efforts on the things that will help connect them with you and your music (Facebook, Twitter, YouTube, music downloads, events, etc.). There will always be bleed-over from those you are targeting...because good music will be shared and heard by people you never specifically focused on - which is a great thing! That just gives more opportunity for you as an artist to sell your music...and possibly branch into new targeted territory.