As the music industry finds itself in peril and companies like Tower Records fold in the face of the digital revolution, there are more opportunities for independent musicians to take their sound directly to the people without major label backing. While this is great for bands or artists who don’t fit the Billboard 100 mold, success is still not as simple as cutting a good album. In short, the great news is that anyone can be a rock star; the horrible news is that anyone can be a rock star. With innovations in the technology of home recording, digital distribution and the phenomenon of sites like MySpace, the internet is becoming the world wide shower stall. Bands, MCs, or DJs that are making genuine sonic contributions to their genres have to contend with all these tone-deaf dreamers to find their audience and get exposure. You no longer need a label, but you still need to do the work of one if you are serious about making it.
A common mistake good artists make is assuming their music will speak for itself. In any creative field the most important thing is to have a good product, but to make your art your career you need to get your product noticed. To become an independent success you must be prepared to make an investment; time, energy, and money. So, the big labels don’t understand your vision. If you believe in it then treat it with the respect it deserves. Take yourself seriously and be prepared to put in the work to get the exposure and adoring fans that your work warrants. These are ten tips that any musician should consider if they are willing to make the commitment that may not propel them directly into super stardom, but definitely put you on the road to being heard, gaining respect, and making a name for yourself.
Self-Promotion is not selling out. I come across artist all the time who believe that they sacrifice integrity by marketing themselves. Getting over this hang-up is a very important first step in making the transition from viewing music as a passion or a dream, to understanding it as your career. Professionals go through years of education on various subjects to accumulate degrees and make their resumes sparkle; independent musicians need to be outstanding performers and knowledgeable in how to market those performances. Let go of those inhibitions about “playing the game”. If you don’t think your music is good, quit now. If you do believe it is good then shout it from the hill tops. Present it as professional quality work and set yourself apart from amateurs and people who treat their music like a hobby. Be proud that you can do it without a big label, promote better than any A&R.;
Get a logo. The wonderful thing about being a musician is that you usually attract similar energy; you probably have lots of artistic friends. Put them to work. If you know anyone that has a knack for Photoshop work with them to develop a logo for your band. It is creating a brand; a logo should be simple and recognizable. It should contain the band name and whenever you use it put a web address or MySpace url beneath it. Once you create a logo you can use it for stickers or t-shirts and your fans will be able to market for you. You create music they like; in turn they display or distribute your logo and you get more fans.
Assemble a media-kit. Media-kits are a standard pocketed folder containing an 8×10 glossy photo of you or your band, a one page bio, your CD, business card, and sometimes press clippings. If you are bashful or opposed to suggesting you have a ‘look’, consider the photo a visual representation of your sound. Your bio should be brief but informative and if you know any professional writers ask them for help. Include a little background information and describe your influences or your sound. Describing your sound is important and it is often challenging for artists, begin with five appropriate adjectives and build a few sentences around them. It is good to mention some of the bigger venues you may have played, and include a couple quotes from reviews when possible. You can also include how many MySpace friends you have, or website hits, and how many downloads you have accumulated. The bio, business card, and CD should have your contact information on them: website address, email, phone number, and address. If you have received some favorable press include a high-quality photocopy of it. Once you have a professional media-kit you can use it to send to promoters, venues, radio stations, or even independent labels. Organizing this information also makes other tasks easier. You can use the same bio for websites, the business cards are good to have when you meet people in clubs, and archiving your press clippings is a great way to monitor your growing reputation.
Join a union. Registering yourself with ASCAP or BMI is easy and necessary. You register your songs with them and obtain copyrights to make sure you get proper royalties and that no one steals your genius. Joining a union also offers health benefits and makes you eligible for discounts on everything from CD manufacturing to musical equipment.
Harness the power of college radio. College radio as always been the hippest audience and where many respected musicians got their first spin. Research radio shows in nearby cities that specialize in your genre. Send a simple one page letter and CD. When writing the letter address it to the music or program director and refer to the show you researched by name. Make track suggestions, if there are one or two tracks on your album that all you friend or fans think should be a single then mention them. Include a little information about yourself (or you can enclose your bio) so the DJ has a few facts, and mention whatever radio stations or podcasts have played your music already. Include contact information like that in your media-kit on the letter and CD. Follow up by email to the program director, their contact information can usually be found on the stations website.
Seek out venues. Resources like “The Musicians Atlas” have contact information for various venues in every state. Sending your media-kit out to these venues can get your more shows in your hometown or even allow you to organize your own tour. Stay abreast of the scene in your own city; make sure you read local papers to learn about upcoming shows or festivals. Most festivals or showcases will have a website listed to get more information, and the website will tell you how to get in touch with a promoter.
There is no such thing as a gig that doesn’t pay. Even artists that are well-established come across promoters that don’t want to pay them well, or at all, for shows. It is a judgment call, but bear in mind that even if a gig isn’t bringing in money it is giving you exposure and opportunities for more press.
Get Reviewed. Sending your media kit out to local or city paper, or contacting Content Producers for sites like Associated Content for reviews is a great way to get exposure. Many artists I have worked with send a CD for review and few months later are contacted for a feature article.
Digital distribution is the future. You can sell you albums in local record stores on consignment and through various websites. But,even major labels are taking hits on album sales. Get with the times and put your music on as many download sites as possible. There are usually simple contracts you agree to, and while you may frown at the pennies a download brings in, remember that people are doing it in mass. Those nickels add up. On your MySpace page and you personal website be sure to post links to sites where your music can be downloaded. You may find that people are not buying albums for twelve dollars, but they will gladly download a few of your songs for ninety-nine cents a pop.
How do you pay for all this? Ah, here is the million dollar question. Producing an album, CD manufacturing, merchandising, marketing, media-kits, it all adds up. You are doing all the work of a label, but without the money of one. Well, you or your band need to have a savings account and a majority of the money you bring in from CD sales and shows needs to go right into it. You need money to make money and for the first few years you can expect to reinvest all that you earn from your music right back into it. If you have a nine to five job to pay your bills try to build up a nest egg so that when you feel you are established enough to take the plunge into making music full time you will be able to get by. It is possible to get some financial backing. If you are fortunate enough to have friends, family, or business connections that are looking to invest in a project, approach them. But, do it professionally. Give them your media-kit and put together a professional proposal including a break-down of all your needs for capital, do the research and give actual numbers for what production and promotion will cost. Also, offer the records for how much you are earning from shows and sales, and give them a projection for what kind of return they can expect on their investment. If you don’t know anyone who is looking to invest than make it your responsibility to seek out contests and other loan or grant possibilities. The resources are out there, you just have to put forth the effort and look.
These tips can’t guarantee you stardom, but they can help you polish your dreams into a real career. It can be overwhelming as you are starting out, but if you work hard enough eventually the wheels you have set in motion will begin to work for you. When it seems like it is too much and the business is bogging you down, just remember your music is worth it. And first and foremost always rock on, represent for hip hop, sing your soul out, or cut it up on the wheels.
