Bobby Borg, author of Music Marketing for the DIY Musician, whips up some more wisdom in this article from Echoes!
In my 15 years of teaching and consulting, I couldn’t tell you the number of times I’ve heard a young musician say, “I just do what I do, and if anyone likes it, they’ll buy it.
“My reply? Congratulations, you’re a true artist.”
But as you get a little older and your responsibilities increase with a mortgage, spouse, and kids, this attitude is dangerous unless you have another source of income or you’re just a hobbyist. Make no mistake, music is an art, but having a successful music career and making money at it is a serious business.
What follows are a few tips that might help improve your chances for having a successful music career without compromising your integrity.
Have a clear vision
Success starts with a vision – and a vision statement. A vision statement is a declaration of where you’d like your career to be in seven to ten years down the road. With this defined and in place, it’s far easier to map out the directions for how you’re going to get to your desired destination.
A vision statement summarizes what you are truly passionate about, and includes everything from the type of music you’d like to create, the products you might release, and the overall brand image you might like to impart on your intended audience.
Long before Marilyn Manson hit the scene, he envisioned himself as being a “pop star who would shock the world.” He kept drawings of costumes and stage set designs along with other business and creative details in a personal notebook. This was Manson’s “North Star” – his guiding light. Several platinum albums later, he truly succeeded at bringing his vision to fruition.
As the saying goes, “If you don’t stand for something, you can surely fall for anything.” So what’s guiding your music career? If you haven’t thought about it before, now is a good time.
Identify opportunities or needs
While keeping your vision at heart, it’s time to examine what’s going on in the world around to ensure that your vision actually fills a need and represents a true opportunity – from a creative and marketing standpoint. As previously stated, Marilyn Manson had a clear vision of being a pop star who would shock the world. But he also identified and filled a specific void in the marketplace – and perhaps even a specific societal need – for an entertaining and horrifically dramatic “new” stage personality, similar to what a now aging Alice Cooper had done decades earlier. In other words, the commercial marketplace was ripe for an artist like Marilyn Manson, and he capitalized on the opportunity unlike any other artist.
A valuable tool to help you examine the external (and internal) environments of the marketplace is called a “SWOT analysis.” SWOT is an acronym that stands for strengths, weaknesses, opportunities, and threats. The idea is to identify external needs and opportunities that match your internal strengths while also considering your internal weaknesses and the external risks (e.g. competition) that could impede your ability to succeed. While all this might sound like business school jargon, the most successful companies, both big and small, use the SWOT model. And with a little training, so can you!
Don’t worry whether Lil Dr. Dre, or anyone else, knew this stuff
Make no mistake – successful people in all fields apply marketing and business principles to get their desired results, whether they know it or not. From jazz guitarist Pat Metheny who advanced traditional jazz music into the future with the use of synthesizers and robotics, to Nirvana who stamped out cookie-cutter hair metal and created a whole new genre of music called grunge, new trails were forged that filled a very specific market need. The advantage of being consciously aware of certain marketing principles up front is that you don’t have to find your path by chance. Rather, you can use these helpful tools at your own discretion to help you achieve your vision.
Be an innovator
Be clear that the marketing approach that I am discussing here is not asking you to compromise your artistic integrity and to “sell out,” but rather to adjust with the world around you, be more unique and innovative, and to “buy in.” Let’s face it, creating art is a beautiful thing, but creating a sound and style that is new and fresh, having it enjoyed by a large audience, and receiving compensation so that you can quite your day job is simply awesome! Remember, creating music in a vacuum and simply hoping it is successful can be a risky proposition if you intend to be more than a hobbyist.
Always stay true your vision, but be willing to adjust that vision to fill a specific need or void in the marketplace that matches your strengths. If you can fill that need first and do it better than anyone else, the rest just might be your amazing history.