Artist
Of The Month
Digital Freedom |
||
Monday, April 14, 2008 “DIT”: Defining the Music Industry together in this new era - Where to next? Another in a series of posts from singer/songwriter Gilli MoonSo how do we hold onto our fans and create a career if we are so disposable? What is the future for us Artists who love to make music, real music, that sounds big and fantastic and used to come with glossy visual CD covers that told our stories? Well I see it is two fold: It’s about concentrating on two areas of our lives, and forgive me for asking artists to be a little business savvy here, but it’s absolutely vital to understand business and marketing. There’s no way out of it anymore. If you think you’re going to be in the music “business” without being business savvy, then get out now and make way for those who can do that part, because that’s the only type of artist who is going to “make it” (however you want to define that). I’ve spent a whole book speaking about artists as business people. Check it out: www.gillimoon.com/thebook. It’s called “I AM A Professional Artist – the Key to Survival and Success in the World of the Arts”. I also addressed the concept of “success” in that book, and I believe you need to define success on your own terms, not by some commercial token of reward, because these “tokens” are changing. Once a dream may have been to be number one on radio. Well, my friends, I figured that smoke and mirrors out long ago, and it had a lot to do with payola, timing and what deal you had in place. Nowadays, a token of success could be that you land the front page of MySpace. However you see it, and whatever you want, it can all be real, but don’t lose sight of the bigger picture – the longer path. Tokens come and go. Artistry is life long. Anyway, you can read the book to get the jist of my take on success. So, for an artist to think business-like, it needs to be broken down without all the bells and whistles and ambiguity that Record Labels have done in the past. I see it in two ways: 1. Sales & distribution, and 2. Public awareness campaign 1. Sales & distribution centers around all the avenues that you can make money. These days, you make money from diversity, not just one avenue. Gone are the days when you wait for your royalty cheque for record sales. You can have record sales (CDs) but they will slowly die out. Don’t worry, something else will take it’s place in a tangible form, I promise. We still like to hold things in our hands, at least for now. So you have CDs, that you can sell at gigs, or in stores. When it comes to bricks and mortar distribution, you’re far better off just having your CD in the system rather than shipping them to the stores because if they don’t sell… if you’re not in that little town pushing the heck out of it, you better get your cheque book out to cover the return shipping. Still, retail is minorly tangible and doable, but touring is a real asset for any artist. Getting out there, being on the road and selling your products is so valuable. Remember, fans want to see you and feel you. It’s a cash business, an impulse business – they see you perform, they buy your Cd. I I think of myself as a door-to-door salesman ready to sell anything I have available (“Wanna buy a watch?” she says, as she opens her invisible trench coat). I sell CDs, my book, t-shirts, caps, mugs, posters… whatever I have that is about me. Fans love to grasp onto anything that’s about the artist. Other areas of revenue include the now lucrative, but soon to be densily populated, film and television music placement market. Did you know that this is the number one marketing plan for record companies these days? That’s right. It’s lucrative if you’re ready to play the game hard and get on the phone. But it’s there for the taking, and artists and labels alike are equal with their foot in the door. While labels may have “ins” with the film companies (example, Sony Music and Sony Pictures), indie artists also get a look in because their original songs are usually easier to clear, and that makes it much easier for the music supervisor who needs to get the song in the film fast (music is always the last thing placed in the film by the director which is sad because there’s less of a budget, but we can capitalize on the opportunities fast). Anything where you can think outside the box, and expand your revenue sources from all the creative aspects of yourself, will bring in opportunities and money. The focus should be about expansion and not the pennies. For once you start thinking abundantly, and expand your horizons, the money will flow in. Capitalizing on your fan list is the most important avenue, because in business the most important thing is to take care of your current customers. So if you can work hard at building a relationship with your fan base, and tease them with new products for sale, and some giveaways, such as music downloads and ringtones, you’ll find that they will keep buying from you forever. Now, this theory works well for indie artists who are personally in touch with their fans. For the majors, they’re finding in this new era, that their targeted consumer base: young, hip, distracted, internet teenagers (I mentioned them above) will usually buy the first Cd or download, but can’t guarantee even 10% of sales for the next one. Poor Labels. I sympathesize with them as they “move through this rough period”. Believe me, an A&R executive actually said this on the panel last weekend. “We are assessing it as best as we can, as we move through this rough period”. Rough period: What! Are we in the dark ages? Hell no. This is the age of enlightenment, of empowerment, of artist growth and global change. Just watching the U.S democratic primaries just makes me so invigorated about the future, no matter who gets in as President. We need this diversity, and change, and new thinking. I’m so excited to witness the evolution of artist empowerment and people empowerment before my eyes, while old mainstream corporations tumble. 2. Public Awareness Campaign – while those who are dependent on the nickle and diming suffer in their “rough period”, the second avenue of focus for artists is critical in order to support the sales and distribution: developing your public awareness. We have all the tools at our fingertips now: the Internet is our friend. Building relationships, everywhere, with everyone. Using social networking sites to draw attention to your website is the masterful plan. Your website it the hub, the home for everything. No matter where you are on the Internet with your music or information, make sure that it always links back to your website, as that is the one thing you can control, and the one area where you want your fans to embrace your music and artistry. THIS is the new place to show everything about you, taking over the old CD Cover. You can bring your visual form to life with the way you design your website, and allow fans to enter into your world, and hopefully, live and breath it on a constant basis. Build your fan list, one fan at a time (I now have over 25,000 on my list from doing every gig in the land… it takes time, but it’s so worth it.) Send really cool and insightful newsletters. Get to know your local media, which includes the traditional radio, tv, newspapers, magazines. And know that internet promotion is equally if not more beneficial: cross linking, adding comments, blogging, banner ads, discussion lists and networking. Be out in the world. Just get out there. That’s the title of my next book I’m currently writing. Go to music conferences, play at festivals, get on compilations, host artist nights… where you can gather like minded individuals and help promote each other’s music. Podcast, webcast, Youtube, Myspace, Facebook. Gosh by tomorrow there will be 50 more sites to be on. Every day it’s evolving and growing. Most importantly, nurture your current contacts and build formidable relationships. Most of my opportunities come from people I already know, and sometimes years down the track. And even if you’re 35, 45, 55, 65 years of age,… it doesn’t matter how old you are. I write about this often. There’s no age limit to artistry. You just need to know your market. Market yourself to the audience that loves you for your music, not how high your skirt is at age 18. Have a plan. Have a dream. Dream big. Everybody should have their own plan. Don’t rely on a Label to provide you with the answers, because they’re right there with you wondering what the answers are too. You don't need a label, and the labels know you don't need them. But because everyone knows the same thing, there is no harm now working together on new models, deals and visions where EVERYONE benefits. I’m inspired by the opportunities at hand. They are what you make of them. You can either go back to your coffee and TV after you read this blog, or you can get on the Internet, turn the music up loud and take advantage of the sea of possibilities awaiting at your fingertips. "We live in a time where entrepreneurial excellence is paramount. it's time for artists to take control of their own destiny..." - gilli moon Thoughts? posted by Digital Freedom Campaign # 8:33 AM 
Comments:
Post a Comment
<< Home |
||
 |
Take Action |
|
Send your name to the Campaign’s petition. The more names we gather, the more... Learn More |
Connect
These social networks are great way to become friends with Digital Freedom!
 |
 |
 |
 |
|
|
 |
Digital technologies allow everyone the freedom to be artists, innovators, producers and creators, and to listen, watch, and participate wherever, whenever and however they choose. That freedom must be protected and nurtured. |
| © 2007 | Privacy Policy |  About the Digital Freedom Campaign | Blog |