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.
No comments:
Post a Comment