1. Too general of an artist description:
Many artists tend to categorize themselves as simply "pop" or "rock." "Rock" can mean anything from acoustic to death metal. Music fans have specific tastes, and want specific classifications to make it easier for them to discover your music. At the same time, you should refrain from over-analyzing your style. A lot of artists feel that they defy traditional genres, and end up calling themselves something along the lines of “a blend of hardcore punk rock and garage band jam rock with a jazzy bluesy R&B vibe.” You may think that this will appeal to a broad audience, but the reality is that nobody, including fans of punk, jam, jazz, blues and R&B will find this to be enticing.
I know its hard to compare yourself to another artist, but this is the best way to describe yourself when you are a relatively unknown artist, looking to grow their fanbase. If you draw similarities to an established artist, you can work off of the fans they have already collected and expose yourself to a larger, targeted market.
One of the best artist descriptions I have seen was for a progressive rock band from Denver, who described themselves as “Kurt Cobain on acid.” This sort of description gives potential fans a general direction of what to expect, and lures them in to the mystery of what Kurt Cobain on acid would sound like.
2. Passive networking:
Just because you have set up a basic MySpace account, does not mean fans will magically appear before you. Just because your song is available for sale on iTunes, does not mean strangers will buy it, even if it is just 99 cents. You have to be pro-active about promoting yourself and your product. Don’t assume that because your product is available people will consume it. Making your song available for purchase is only one of many steps that will lead to sales. Spreading awareness of your song, pushing it to the right crowd, creating incentives to buy the song and other promotional tactics are essential to creating a successful and lucrative career in music.
The power of the internet has allowed us all to become globally distributed recording artists. That does not mean we are all making careers off of our music. The difference between those who succeed and those who don’t in today’s digital music industry is the amount of time and energy that is put into active promotion.
3. Ignoring your web presence:
So you’ve started to get a little attention and grow a core fan base. Your marketing and promotion efforts are far from over. In fact, the more popular you get, the more work you will have to put in. In order to keep traffic flowing to your site, you must keep the material on it to be fresh and ever-changing. Whether your web presence revolves around your own website URL of “bandname.com,” or your official website is your MySpace page, constantly updating the content is crucial to keep your fans attention. Updates can be anything from blogging, to adding videos, to even adding new songs. There is a band that had greatly increased their web traffic by posting a new song every day for a full year (365 days, 365 songs!) on their site.
With so much content all over the internet these days, there is evermore competition for the attention of fans. If you have a website that you do not update, fans will have no reason return to your site, and you will eventually lose them to other artists’ pages. As long as you keep your fans engaged and keep the momentum of their attention going, they will make it a routine to revisit your site, and thus revisit your career.
4. Inconsistency:
One of the key aspects that I stress for an artist marketing campaign is branding. The reason why an artist like Britney Spears is so popular is because Britney, and every aspect of her career, is a brand. Just like people associate Volvo with safety or McDonalds with “I’m Lovin’ It,” Britney’s brand relies on the same notion of consistency. Currently, Britney’s latest album is called “Circus.” Every aspect fueling her current career revolves around this circus theme. Her album cover and MySpace layout are the same circus images. Her first single off of the album, entitled “Circus,” is lyrically based on the metaphor of being a ringleader in a circus. The music video is shot in a circus setting, and shows her as a circus performer. Her major tour in support of the album is called the “Circus Tour,” with the stage set up in the manner of a circus. You get the point.
The reason why branding is so important is because music fans need repetition in order to have you stick in their heads. With so much music out there today, fans are exposed to countless new artists on a daily basis. The only way you will achieve recognition from them is if you pound their head into the ground with familiar visual images and themes. Even a superstar like Britney Spears relies heavily on consistency within her brand, because recognition is still important to her.
Very few of us are on Britney’s career level. However, we must all incorporate consistency within our own brands. If you have a logo, use that same logo everywhere you put your name. If your MySpace page has a black background with green glitter, use the same color theme for all of your other social networks, in addition to printed show flyers, album covers, business cards, shirts, stickers and anywhere else that you are present, both physically and digitally. Eventually, a potential fan will say “I’ve seen these guys before” and remember you. If you constantly change your look, you will never brand yourself to the public sphere.
Monday, June 29, 2009
American Idol (on Fox TV) is truly a phenomenon!
It’s in its 8th year and it just keeps picking up steam. We are fascinated by the thought that a singer can go from sheer obscurity to international fame and fortune inside of one TV season of American Idol. And we the people get to decide who that Idol is going to be by voting for our favorite contestants, week after week.
American Idol is wonderful for the music industry because it seems that it’s the only area that is really generating any excitement these days. Years ago, we had musical “trends and movements” that, like them or hate them, generated sales and brought money into the music industry. So Bravo to American Idol for keeping the torch burning for the music industry (even though American Idol's real success is in the TV industry).
American Idol is also fantastic for giving thousands of dedicated singers out there the opportunity to shoot for the stars! The serious ones will practice continuously for months before the audition. Even if they don’t pass the audition stage, (which just might mean they’re not TV worthy) they’ve benefited from the practice. And the singers that get into the later rounds of American Idol have instant celebrity status and are often sought out by record labels. We love it here at Skyelab Music!
So you ask, with all this good, what’s this about American Idol being dangerous for a singer? It's only dangerous is the singer takes away the wrong beliefs about the music industry and what it takes to be successful. And unfortunately, it seems that many have!
Myth #1
Success happens overnight.
The first danger is the misconception that success in the music industry happens just that fast. Success in American Idol is by far the rare, rare exception. Singers start to believe that this is the path to take to become successful, and if it isn’t by way of American Idol, they’ll find other contests that will propel them to fame and fortune overnight.
This is like believing the path to financial success comes from buying the winning lottery ticket. While of course this is true for the lucky few, most people realize that this is no way to plan for your future. So as a singer, don’t count on the short term score. Hone your craft and plan for long term success.
Myth #2
Anyone can be a singer.
We’ve all seen the American Idol auditions where a so called “singer” comes in and starts howling a song in no apparent key. Where do they get the idea that they’re singers? Is it from family and friends? They’re no friends if they let you embarrass yourself on national TV without first being honest about your lack of singing ability.
And do you see how the judges are laughing? Are we to feel bad because now the “singer” is crying because this was their dream? Sorry, no pity here. Why don’t people realize that really becoming a singer requires years of hard work? You don’t wake up one day and decide you’re a gifted piano player or a surgeon, so why a singer? This annoys me to no end. When a person decides 3 months before the American Idol auditions that they want to become famous, and that singing is the easiest way to do it, they insult the craft and everyone who has worked hard for years to attain a certain level of skill.
Myth #3
National fame and fortune is the only way to have a career in music
While this is what everyone wants of course, there are many other opportunities for singers who have talent, a passion for music and work hard NOW towards constantly improving their vocals skills. (Notice here that I said that they WORK HARD NOW, not that they are willing to work hard if they are chosen) There are independent labels, self releases, and numerous other ways to make a living doing what you love most, even if you never become a household name.
Myth #4
You either have it or you don’t
So many people seem to think that singing is something that either you’re born with, or not. So the American Idol auditions have so many people thinking that maybe they have what it takes, like they’re holding a raffle ticket that may be called. Once again, it doesn’t work that way. You might be born with a beautiful tone to your voice and you may love singing and have a unique approach. But without years of hard work to develop your talent, it will be worth nothing! The same thing applies to any career and every successful person in any walk of life. Is there an athlete on the planet that can compete on a professional level without the grueling workout schedule their competitors endure? No, talent alone is just the beginning. Then comes the hard work.
American Idol is wonderful for the music industry because it seems that it’s the only area that is really generating any excitement these days. Years ago, we had musical “trends and movements” that, like them or hate them, generated sales and brought money into the music industry. So Bravo to American Idol for keeping the torch burning for the music industry (even though American Idol's real success is in the TV industry).
American Idol is also fantastic for giving thousands of dedicated singers out there the opportunity to shoot for the stars! The serious ones will practice continuously for months before the audition. Even if they don’t pass the audition stage, (which just might mean they’re not TV worthy) they’ve benefited from the practice. And the singers that get into the later rounds of American Idol have instant celebrity status and are often sought out by record labels. We love it here at Skyelab Music!
So you ask, with all this good, what’s this about American Idol being dangerous for a singer? It's only dangerous is the singer takes away the wrong beliefs about the music industry and what it takes to be successful. And unfortunately, it seems that many have!
Myth #1
Success happens overnight.
The first danger is the misconception that success in the music industry happens just that fast. Success in American Idol is by far the rare, rare exception. Singers start to believe that this is the path to take to become successful, and if it isn’t by way of American Idol, they’ll find other contests that will propel them to fame and fortune overnight.
This is like believing the path to financial success comes from buying the winning lottery ticket. While of course this is true for the lucky few, most people realize that this is no way to plan for your future. So as a singer, don’t count on the short term score. Hone your craft and plan for long term success.
Myth #2
Anyone can be a singer.
We’ve all seen the American Idol auditions where a so called “singer” comes in and starts howling a song in no apparent key. Where do they get the idea that they’re singers? Is it from family and friends? They’re no friends if they let you embarrass yourself on national TV without first being honest about your lack of singing ability.
And do you see how the judges are laughing? Are we to feel bad because now the “singer” is crying because this was their dream? Sorry, no pity here. Why don’t people realize that really becoming a singer requires years of hard work? You don’t wake up one day and decide you’re a gifted piano player or a surgeon, so why a singer? This annoys me to no end. When a person decides 3 months before the American Idol auditions that they want to become famous, and that singing is the easiest way to do it, they insult the craft and everyone who has worked hard for years to attain a certain level of skill.
Myth #3
National fame and fortune is the only way to have a career in music
While this is what everyone wants of course, there are many other opportunities for singers who have talent, a passion for music and work hard NOW towards constantly improving their vocals skills. (Notice here that I said that they WORK HARD NOW, not that they are willing to work hard if they are chosen) There are independent labels, self releases, and numerous other ways to make a living doing what you love most, even if you never become a household name.
Myth #4
You either have it or you don’t
So many people seem to think that singing is something that either you’re born with, or not. So the American Idol auditions have so many people thinking that maybe they have what it takes, like they’re holding a raffle ticket that may be called. Once again, it doesn’t work that way. You might be born with a beautiful tone to your voice and you may love singing and have a unique approach. But without years of hard work to develop your talent, it will be worth nothing! The same thing applies to any career and every successful person in any walk of life. Is there an athlete on the planet that can compete on a professional level without the grueling workout schedule their competitors endure? No, talent alone is just the beginning. Then comes the hard work.
MYTHS and UNTRUTHS SURROUNDING THE MUSIC INDUSTRY...
Myth #1 Someone will discover you without a great recording..
Yes, we've all heard the stories of some waitress being discovered while waiting on a record label executive. Or a singer being discovered in some small bar in Texas, or Oklahoma, etc. Yes, these things have happened and will continue to. But if that's what you're waiting for, you have a much better chance of winning the lottery. Good luck!
This way is fantasy land and is for dreamers only.
Myth #2 If you email and call enough people, someone will give you a chance...
Why should they? What you don't realize is that companies get literally thousands of emails everyday with people telling their stories about how they love singing and it's their dream. Yet, they have no recording, no music up on the internet, no live performances and the only step they've taken in their musical careers is to email companies asking for a shot. Sorry, but that's not the way it works. If you don't believe in yourself enough to invest in getting a good recording made, don't expect anyone else to believe in you.
Again, this road is for dreamers only.
Myth #3 You don't need a great sounding music demo, any demo will be fine...
Wrong!!! The music demo/master is how you portray yourself to the world. The internet is flooded with good music, so what's makes you think that a poor recording will stand out against so many great recordings? It won't! You want to constantly increase your chances of becoming successful, so if possible, get a great sounding music demo/master recording, produced by music industry pros. This will portray you in the best light possible and put your unique talent front and center.
Myth #4 If you have a computer, you can get a program and do you own music demos...
Do you really believe that a program is all there is to producing great sounding music? Think of all the programs you have in your computer. They are tools, just like a music program is. Having a word processor doesn't make you a writer, and having a drill doesn't make you a carpenter. But really knowing how to use them properly is what makes the difference between a pro and an amateur. While this might be the right road for a very very small segment, most singers will find that their limited music production skills aren't even close to the high quality level of their vocal talent that took years to develop. Also, professional music producers will direct and guide the singer during the recording process to deliver her/his best vocal performance. The music producer can come up with vocal harmonies, background vocal ideas, ad libs and whatever else is necessary, including voice processing and pro editing techniques. An experienced engineer in a professional studio with thousands of dollars worth of equipment and hi end microphones will give you the polished sound that will set you above the rest of the crowd. So, do you want a professionally produced recording, or a home demo? Which one will help you build more fans?
Myth #5 You should send your music demo out to record companies in order to get signed...
This is a biggie, because a few short years ago, this was absolutely true. This was the way it was done, though the odds were still astronomical.(that's a whole 'nother article-too long to cover here) But to understand this now, you have to understand how the internet has changed the music industry forever. Ask yourself this question. If YOU were given a job as A&R over at Sony, and you had to sign an act and make them successful in 6 months or you would lose your job, what would you do? Let's say you have 1000 CDs in 2 HUGE boxes in your office, and you know from past experience that at least 95% will be garbage (home recordings, lousy songs, can't hear the vocals, etc). Would you spend your time listening to those CDs, or would you head straight to the internet and see where the buzz is? Which artists are winning contests and climbing the indy charts? Which artists have 5000 downloads of their songs and doing sold out shows? Which artists have 20,000 people on myspace and built up a huge fan base that constantly sings their praises on the forums? Wouldn't it be smarter and more profitable to sign an act like that, which already has so much going for them? Absolutely, and that's why it's crucial today to BRING YOURSELF TO THE MARKETPLACE AND MAKE SOME NOISE!
Myth#6 The record company will develop you as an artist...
Record companies are looking for artists that have already developed themselves to a certain level, and this is now mostly done in the music production stage of the process. When the artist finally gets into the Internet Marketplace, they should have already established a unique sound and image that represents who they are. Again, that's where having an experienced music producer and a team of music industry professionals working on your behalf can really benefit you.
Myth#7 If you get a record deal, you'll be rich...
Sorry to break it to you, but a record deal itself usually doesn't mean you'll get rich. If you are fortunate enough to get signed by a major label, realize that this is only the beginning. Many artists are signed but never record, some record but are never released, some are released with no real push or backing by the company and many flop and are dropped by the labels, even though they may have sales in the hundreds of thousands. The last estimate I recently saw said that an artist that goes GOLD (sales of 500,000) stands to make only around $47,000! This is why so many major artists are choosing NOT to resign with their record companies, but instead, to release their new CDs independently. An independent artist selling 15,000 of their own CDs can "theoretically" make twice the amount of money as the signed artist selling 500,000 copies! (there are exceptions to this and every other point)
There are now more opportunities for singers and artists than ever before in history! The artists that succeed will be the ones that wanted it more, and were willing to sacrifice more in order to achieve success. You have to get yourself into the "game"! And of course, once you're in the "GAME", the talented ones will rise to the top!
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