In my home studio in Buenos Aires
As a new artist, of course this is something I still need to figure it out. I mean, we all wish to succeed in the music business but not everybody is ready for it. And depending on your pursuit with music, the path to follow will be different and will take more or less time.
But if I’m writing this post is because while I still need to figure it out my next moves. (It’s all about strategy after all) I do know the formula. It’s not a big secret. It’s called HARD WORK
Bare with me for a minute because hard work does not mean to practice your music skills 4 hours everyday. Is about being able also to run everything with a keen eye in every single aspect of the Business. You hear that right guys/gals this is a Business. The artistic part stays at the composition/recording phases and at the stage.
This is why many artists fail. They only got right one side of the equation!
In my case my project demands a lot from myself since I’m the composer, songwriter, multi-instrumentalist and recording engineer in my proposal. Took me years to develop all this skills so necessary for an artist to be able to TAKE CONTROL of the production and being able to communicate efficiently with your team ( session musicians, post production engineers and so on).
I consider myself a professional since the first time I got paid for making music. That was 21 years ago and during all this time, life passed by, training my skills, learning, gigging with bands waiting patiently for the right moment to launch my long awaited dream of a musical career.
During all this years of course I did a lot more than just music. In the university in Europe I got a masters degree in business administration and after working a few years at director positions in advertising, I’m considered a regional expert in Digital Marketing. I teach this subject nowadays to post grad students at an important university in Argentina. In fact I have 12 students coming from France to study with me in just a few days.
I also run a small start up.
I’m not trying to brag or anything like that about achievements but all my professional experience provides me with the necessary skills to pursuit a musical career. And the credibility to tell you about the other part of the equation I mentioned before.
Because truth is, that an artist has to be one hell of a project manager. This means optimizing your time in the studio, finding the right musicians, the right sound engineers, building your crew, planning your concept, your image, managing your socials, learning music marketing, been able to talk with press, bloggers, plan ad campaigns, getting features, getting free press, getting air play, building your network etc.
The balance between art and business
Of course we do this for the art, we love music after all but we need to find always a middle point to be objective about what we want to achieve. Having a clear idea of what your goals are is the first step from where everything else builds up from.
If your idea of success is composing material with your band, record it and upload it just for fun, It’s ok and you strategy will be different from someone who really wants to find a way to comfortably live from music without having more jobs to support themselves.
Many fail because of an ego/diva attitude regarding art. The perfect excuse to spend months getting inspiration without writing a single line. When you look at things from a business perspective, you will understand that there is ONE thing that all of us have exactly the same as Bill Gates. The answer is, 24 hours every day. Even with the gigantic fortune Bill has, money does not have power into buying yourself more time.
The difference is that Bill has an army working and producing for him while he uses his precious 24 hours everyday in causes that brings him joy and luckily for us, those causes are for the benefit of mankind. So cheers for that Bill.
If you are an aspiring artists your team is yourself and you don’t have time to waste. Of course you need to get inspiration from different places or situations but under control. The key always is timelines people. If your project means recording a song in one month, your timeline should reflect how much time you are given for each task. Write it down. Stick to it!
But what if I’m not feeling inspired?
Well, back to basics, listen to other musicians you appreciate analytically and start by learning a few tricks and put them in the studio into practice. The biggest barrier to conquer is your own mind, you MUST let things roll without overthinking and suddenly you will be writing line after line at your own pace. Don’t forget to get excited about the small moments you are living in this new story. If you are enjoying the ride, passion naturally flows.
We don’t live in the renaissance any more guys. If you are serious musicians you must take action and start working. In Business, time is money! Money means that someday you will have people hired to do things for you. And like Bill, you will enjoy making art with your 24 hours a day.
Until then, Stop procrastinating.
Building relationships
Even as a solo artist, you will work with different people along the way. Your job, if like me you are also the producer, is to do the best for each song even if it costs money.
Somehow when people think about a producer, is usually a guy with an mpc controller laying beats in his bedroom. Actually, a producer is a project manager. Someone in charge of the production.
You should be in charge of your product: Your career!
When you hire a producer he will be in charge of the product, meaning your song or album. If you want to talk with me about producing your work, contact me here.
Many people rely on working themselves in post production with automated plugins and while to the common listener it sounds good and high def. Mastering is indeed an art that requires a lot of experience. While I’m a perfectly capable recording engineer and I understand mixing and mastering and do it myself for demos, for final releases I have my crew in studios in England doing this for me, because that puts the quality of my music on pair with the best artists in class. At the end I’m using the same professionals as they do. And They are a lot better than me at the task.
Same goes with video producers, photographers, graphic designers and so on. When you find someone that does their job the way you need and you are happy with the results, plus communication between parts flow easily, then it’s time to build relationships. Your sound engineers are also a crucial part of your band. Work together, develop a relationship, develop a sound!
While it might sound tempting to try different professionals for each release, you are not bonding with the people that must understand your vision and you will be wasting time and money.
Always keep in mind while building your crew, for them to get something in return. Otherwise it wont work.
This is Ronda one of my favorite guitars that you will perfectly hear in “Back in Time” it’s a Paul Reed Smith Bolt On Custom 24 made in USA in Trampas Green
Networking
This is different from building relationships because those require a deeper commitment. Networking is by the other hand people you might contact when necessary to make things happen. Like an old mafia movie. I know people who knows people. This is actually how the world works.
So, if you haven’t done this already start talking to different people in the industry and building your network with engineers, musicians, labels, managers, other artists, bloggers, radio hosts. Remember that everything is eye for an eye so before asking someone to place your song on a playlist think of what could you offer to them in return. How about an exclusive, or royalty free music for them to use?
With other musicians be there for them. When they have a gig support them, share their content, mentioned them. It is already too hard to be noticed for not getting help from your peers.
Share! when you have a great idea and see someone fitting into this project offer them a cut. That’s how it works in the big leagues and how it should work with aspiring artists. Sadly, there is a lot of insecure artists that even when you are offering a great project all paid plus a percentage of earning from the project they wont take it. If you ever get this opportunity, do it! What you will learn in the process will be invaluable.
When contacting press or bloggers take the time and effort on knowing what they do first. Let them know if you admire what they have done, if you read their articles etc.
The power of asking
I learned this concept many years ago from a tech tycoon and have been faithful to this mantra since that day. Never ever underestimate the power of asking! Sometimes with the courage and the right attitude you could get the attention of people you thought unreachable and you will get surprised by the outcome of your daring moves. Besides, you will feel great about it.
Being an artists and deal with the music industry as a business or with technical aspects such as music marketing, distribution and so on is complex and requires time, effort and a lot of investigation. An above all Strategy. You need to be smart about each of your projects, your releases, who you work with, how your audience is perceiving you and plan everything ahead with anticipation. Even finding the right artist name is a daring task if you don’t what you are doing.
I’m considering to offer my services as a musical artist coach and kick your lazy asses with skype weekly calls and more until you are fine by yourselves. Truth is, that not everybody has the willing and the discipline required and need someone to push them in the right direction. If you are this kind of person, knowing your weakness and solve the matter is being strategic, you don’t have to do it all by yourself and you can save precious time. Feel free to contact me.
Thats it for now, On the next article I will discuss other aspects with you all. Until then, read this article again, trust me, there are many valuable lessons here.
Love
Martin Strang
