Review: The Independent Artist's Guide To Exceptional Income

Noisetrade is one of my favorite artist discovery sites.  If you're unfamiliar, artists can upload their music for free, and give it away to fans in exchange for their email address.  Which we'll talk about in a later post.

But recently Noisetrade added a books section to their site where you can download both written and audiobooks on a whole range of subjects.  And here is one that you should pick up:

Short, practical, and easy to follow.  This is a great listen from someone who is just like many artists, attempting to make a living by telling their story.  Williams helps artists process their unique opportunity, organize and plan their time for maximum effectiveness, grow in areas of existing strength while stepping into unfamiliar terrain, and finally how to be able to turn that into a career that is self-sustaining.  

Get it 'The Independent Artist's Guide To Exceptional Income' here!  And then let's talk about how you can practically apply those steps to your unique voice as an artist to tell your story.  Email me here.

The Artist Debate

I know, kill me.  One more person posting a blog about Kanye, Beyonce and Beck.

But this is not really a blog about ‘justice for Beyonce’ or about how ‘Beck actually knows how to play instruments.’  Because if I’m honest, I’m a big fan of both of these artists!

And that’s the truth – they are both artists.

Of course that looks different for each of them because they have unique gifting, unique talents, and unique desires about how they want to use their craft to affect their listeners.

When it comes to artists, just like everything in life – one size does not fit all.  One songwriter/musician/singer is no more of an artist than the next – their artistry just looks different because it comes from a different artist.

What makes an artist stand out is their ability to know their voice (not speaking of merely singing) and knowing how to effectively use it accomplish the desired result: to connect, to make a career, to build fans, and to influence and impact.

What makes artists stand out is their ability to be as Bob Dylan said in his 2015 MusiCares speech: ‘fearless and sensitive at the same time.’  Sensitive to their craft and calling, sensitive to their listeners, and sensitive to the broader artistic community.

You do not need to wonder if you are an artist based on the type of music you sing, play and write.  You are an artist.  The question you need to ask yourself is, do you know how to translate your artistry to effectively communicate your story.  Let’s work through that together, email me here. 

3 Of My Current Favorite Tools For Musicians

We are inundated and over-saturated with information in 2015.

Which is fantastic, and yet difficult to know what is helpful and what is not.

But fear not, if you’re an independent artist, I put together a list of three of my favorite resources to help you in your craft and career:

1. All You Need To Know About The Music Industry (by Donald Passman)

Making all aspects of the business-side of this industry accessible and practical.  Thankfully, Don updates the book regularly as the laws and industry change – so make sure you’re picking up the newest version, not just a second-hand $.78 version on Amazon!

2. Brand Like A Rockstar (by Steve Jones)

You’re not just a singer.  You’re not just a writer.  You’re not just a performer.  You’re a brand.  And once you understand that, it will change the way you approach every aspect of your career.  This is a must read.

3. Billboard.biz

Not only do you need to be aware of musically what's going on in the industry, but you need to be familiar with the ins and outs of the business.  Where is the industry headed, and who is shaping it?  Billboard.biz has got you covered. 

Of course all of the information in the world is useless unless you know how to implement it for your unique needs as an artist and brand.  Let’s talk about how we can do that together.  Email me here.

Why Artists Should Be Pro-Spotify

I am as pro-artist as they come. 

I am also pro-Spotify.

Gasp, I know.

Here’s the deal: you’re right, as an artist you’re really not making any money via Spotify.  But as an artist that is trying to make a living off music, you’re not making the bulk of your income off of record sales or streams anyway!  It’s songwriters and publishers who have more to be upset with when it comes to the fractions of pennies they are getting from Spotify – not you!

As an artist, the bulk of your income should come from touring, licensing, as much exposure and endorsement deals as you can muster, and thinking like an entrepreneur about unique opportunities to use your gifting to make a living.

If you can’t beat ‘em, join ‘em.  Part of being an artist in this day and age is realizing that streaming in some format is here to stay.  So instead of getting worked up and frustrated about the pennies that streaming is leaving on the table for you because of the hordes of people that had planned to buy your album until they saw they could stream it, lean into it!

How can you make streaming work in your favor?  How can you utilize it for something you need more than pennies: exposure, listeners that become life-long fans?

Streaming is here to stay, so make it work for you.

If you’re interested in more reading on the subject, here’s a great detailed article from Billboard showing how streaming is not having as adverse an affect as everyone assumes.

Want to make a plan to make streaming work for you?  Let’s talk.

Email me here.

Case Study: Milo Greene

For the last two years I've followed Milo Greene - thanks (once again) to Nashville's independent radio station, Lightning 100.  I loved their singer-songwriter sensibilities along with their three part, alternating lead singer vocals and harmonies.

They've got a new record coming out, and so far they've released three singles and lyric videos from the new album.  These songs are darker, and more electronic while still maintaining the different pieces that drew me to the band in the first place.

I love how the lyric videos incorporate the look and feel of the album cover and tie one to the next without being the exact same images, colors and textures:

Milo Greene's new record comes out January 27th.  Can't wait to see how the visual and musical themes continue across the whole album.

How Track Sequencing Tells A Story

This is perhaps one of my biggest pet peeves – poor track sequencing.  Track sequencing is a subliminal way of relaying your brand.  Your fans may not pick up on the overall story you’re telling through your sequencing – but that’s exactly what it is, a cohesive story.  A track sequence done poorly is like riding with someone learning to drive stick shift: jolting, bumpy and filled with lots of stops and starts.

Here are a few things to consider when putting together a sequence for your release:

Tempo

Hopefully you’ve written and recorded a good balance of varying tempos.  Don’t weight tempo too heavily to either side of the album – spread the love.  A good mix of fast, moderate and slow songs throughout the whole project will always feel more rounded

Production

Is this song seriously fifteen minutes long?  Oh, it’s been four different songs?  That can happen when the production elements stay the same – instrumentation, dynamics, key, structure, etc.  Don’t be that band.

End Listener

Sometimes as an artist your end listener will be different, keep that in mind when sequencing.  You’ll want a different flow for your audience than you would for industry professionals you’re pitching for a record deal, tour bookings, PR or placement opportunities.

Yes, sequencing is important, and makes an impact on your listener.  Don’t just throw songs together without thought.  Let your brand influence how you communicate the story of your records.

Don’t be the person learning to drive stick shift with your track sequencing.  Let’s work out those transitions together, email me here.

Case Study: Palatable Artistry - John Mark McMillan

Christian music gets a bad rap.  Sometimes deserved, sometimes not.  The reality is the Christian music most people are familiar with is what they hear on Christian radio.  And just like Top 40 mainstream radio, Christian radio is not a full representation of the music coming out of a particular community.

John Mark McMillan is an artist.  Many bands and musicians consider and identify themselves as 'artists' – but there is a big difference between being an artist and a musician… Which is another post for another time.  But when I say artist I mean: someone who is creating music with a purpose greater than entertainment, with staying power and substance.

John Mark McMillan is also a Christian musician.  Lyrically he weaves together real life with his faith through overt and subtle Biblical references – without falling into cliques and overused illustrations.  Musically his production elements have never been poor imitations of what’s going on (or has already passed) in mainstream music.  His songs are structured more like a story than they are a typical A, B, A, B, C, B format – while still being easy to follow.

Every piece of John Mark’s visual brand makes sense in the context of his music.  Whether it’s tour wardrobe, stage set up, logos and album covers – there is a simplistic artistry that is ever-present.

Being a true artist does not mean that you create things that people don’t understand.  That is in fact the antithesis of John Mark’s story – which is: palatable artistry.  John Mark knows his story, do you know yours?

It is clear when an artist understand that their brand is more than just their songs; but that the core of their brand drives every piece of their artistic process.  Do you understand your brand?  Do you know how to communicate your brand?  Let’s figure it out together.  Email me here.

Record Labels: For and Against [Part 2]

(This is a blog is the second part of a two part post.  You can read the first about why you DON’T need a record label here.)

Here are the reasons why you DO need a record label.

There are three main things record labels provide for artists:

Expertise, access and cash.

Expertise

As long as you’re not signing with your friends start up record label in their Mom’s garage (read this post about why you shouldn’t go into business with friends here), you’ll be working with people that have done their job with multiple artists.  The time and experience that these people have invested in their career will benefit your band exponentially.  Knowing and understanding the process of dealing with co-writers, producers, the recording process, how to market your release, and how to set a strong trajectory for your career are just a few of the things an established label can offer.

Access

Because of their position – record labels have relationships with radio, PR, booking agents, artist managers and other artists that you do not.  And with that position comes a level of credibility that a label can call upon to build those relationships on your behalf.  Because all of life is ‘who you know’ aligning yourself with people that have relationships is never a bad idea.

Cash

No, I’m not talking about six-figure signing bonuses.  Those days are long gone.  But if you’ve recorded your own record, paid for merchandise, or funded a tour, you know how expensive all of those things can be.  One of the biggest benefits of a record label is that they have those funds up front.  So instead of having to decide whether you should record a few songs for an EP or print up some new t-shirts for your tour, a label could potentially help you fund both possibilities.

Just like individuals, every band is different.  One size does not fit all, and because of that some artists are more suited to signing with a record label while others are better off staying independent.  Which artist are you?  Let’s figure it out together.  Email me here.

Case Study: Why Taylor Swift Is Still Country.

Cowboy boots, some banjos and fiddles don’t make a country star.  And since record one, that has been the question about Taylor Swift – is she truly a country artist?

‘We Are Never Ever Getting Back Together’ from her last record Red was by far the most pop-leaning release from Taylor… That is until last week when she released ‘Shake It Off,’ from her forthcoming album 1989.

Some people say that she has fully embraced the fact that ‘she is a pop artist.’  But I do not agree.  Just like wearing cowboy boots and playing acoustic guitar do not make you a country artist, neither does loosing the boots and singing over a beat make you a pop artist.

Taylor is a country artist, always has been and always will be.  Because it’s not production that makes a country artist – it’s the songs.  It is the writing style.  Taylor is a storyteller – and at the core, that is what makes a country artist.

I have an easier time arguing that people like Bob Dylan, Bruce Springsteen, Sufjan Stevens, and even some hip-hop artists are more like country artists than their main identifying genre.  Because those artist’s primary mode of communication has been through telling stories.

Whether the synthesizers on Taylor’s new record outweigh the use of acoustic guitars, it still won’t change the fact that she is a country artist.

What do you think?  Are your songs and career painting an accurate picture of who you are as an artist?  Lets figure that out together, email me here.

Record Labels: For and Against [Part 1]

Most artists fall into one of two camps: ‘I would saw off my right arm to sign a record deal!’ or ‘There is no amount of money that could ever get me to sign a record deal.’  This is part one of a two-part blog series that will explore both sides: why you don’t need a record label, and why you do need a record label (click here to read why you do need a label).

Here’s why you don’t need a record label.

Of course, you want to make a living doing music.  That’s the dream right?  But at the core, you love music, you love art, and you long to be able to connect with people through something that close to your heart.  Right?  Yeah, labels don’t care about that.  A label is a business and that is their primary goal – make a living off of your art.  They will not be as concerned about ‘artistic integrity’ as you will be.

Just like any relationship, there is give and take.  There are three main things you give up when you sign on the dotted line with a label:  Freedom, Creativity, and Ownership.

Now, there are many factors that influence to what extent you give up each of those elements: the size of the label, your clout as an artist, the kind of deal you’ve agreed upon, etc.  But those are things you have to be willing to surrender to sign with a label.

Here are some examples of what it may look like to give up…

…Freedom

Your label may want you to release a specific song as a single that you didn’t write because it’s the most marketable.  They may want you to go on tour with an artist that you don’t like.  They will want to speak into the kinds of endorsement and sponsorship opportunities you have as an artist, because it effects their vision for your career.

…Creativity

We’ve all seen the movies: struggling singer-songwriter signs a deal, gets turned into a pop music puppet by the big bad record label.  It’s really not that extreme, but most labels are about science not art.  ‘This worked for that artist, it will work for this artist.’

…Ownership

Labels make money by owning something you’ve created.  Typically that is your masters (the final recorded piece of music that you wrote).  When you give up ownership, you now have to ask permission to record, perform, and release the songs that you put your heart and soul in.  It also means, that there is a chance, if you walk away from your deal or get dropped, you’ll never be able to record or release those songs again – bye-bye greatest hits, live record or acoustic EP.

And perhaps the most obvious reason you don't need a record label is that it's 2014.  There are more opportunities, markets and ways for an artist to make a decent living than ever before.  Between being able to record a decent album on your laptop and the internet giving you access to fans that you would have never known existed, with a little business sense to drive you forward there are infinite ways to pursue a career in this industry.

Now, as someone who has and does work for a record label, they are not all bad.  And there are certainly benefits to signing with a label that outweigh doing this completely on your own.  We’ll explore that in post two, coming next week.

What do you think?  Time to pursue this completely on your own?  Let’s talk.  Email me here.

Three Things Bands Need To Stop Doing On Twitter... Immediately.

‘One size fits all’ rarely does.  And that is certainly the case with social media. 

Techniques vary because the artist and their potential fans are all different.  The way fans like to see, receive, and interact with information is as unique as the artist they follow.  Techniques vary, but there are principles that apply no matter the context when it comes to effective communication through social media.  Here are three of my top ‘no-matter-what-kind-of-artist-you-are-or-what-kind-of-fan-you’re-trying-to-reach-NEVER-do-this’ list:

1.     The Self-Indulgent Retweet.

Compliments, song lyrics, or any post mentioning your band.  Just stop.  Absolutely, interact with your fans on Twitter – that immediate connection to fans is so important.  But just retweeting the same song lyrics ten tweets in a row isn’t connecting with anyone in a unique way.  The same goes with compliments – it just makes you seem vain and self-involved.  Just say no.

2.     Only Tweeting To Promote

So many bands Twitter accounts lie dormant until they need to ask fans for money for a Kickstarter, announce a new show or share their latest single. Yes, fans want to know that information, but that is not the only reason they follow you.  They want to get to know you as people.  Twitter is about awareness and interaction.  The best rule of thumb is 50/50: 50% self-promotion, 50% talking about things NOT related to your music.  One of the things I do is help artist think through, and schedule tweets that strike the right balance of promotion and personality.

3.     Connecting Twitter To Every Other Social Media

I know it takes less time and effort to just connect Twitter to Instagram, Facebook, and every other social media platform.  But the reality is, every platform has a different type of fan and audience.  And not taking that into consideration is like not adjusting the way you speak to your girlfriend’s parents from the way you speak to your college buddies: not helpful, and not doing yourself any favors.  Who are your fans on Facebook?  How are they different than your Instagram followers?  How do your Twitter followers respond to information differently? 

Ultimately, to be the most effective communicator with social media, you need to be a student of your fans.  Are you a perpetrator of any or all three of these ‘Twitter no-no’s’? Not sure who your fans are or how to communicate with them?  Let’s change that together, email me here. 

Lorde: Showing Strength [Case Study]

I admit, I'm slightly obsessed (like the rest of the world) with Lorde.  At 17, she understands who she is as an artist, and how that translates to everything that she creates – her songs, her styling, her presence on social media, and her engagement with fans.

"I think my whole career can be boiled down to the one word I always say in meetings: strength." She told Rolling Stone in her January 2014 cover story.

Strength is her story.  You can see that thread in every aspect of her career.

Whatever your story it runs deeper than the way you present yourself as an artist.  

Lorde shows strength all the way around - following her gut: "...99 percent of the time, your gut is right, and you know what's right for you.  I know exactly what's right for my career, my art, and sometimes, even if the whole room is saying, 'Don't do that, don't do that,' you know that doing that is going to be good for you..." (Rolling Stone cover story)

Even Lorde's approach to social media shows her story of strength: sharing what she wants, when she wants on her Tumblr account.  Posting equal number of real life and live performance images on Instagram.  And calling out her airbrushed acne-free images on Twitter.

Lorde's story is strength.  

What's yours?  Lets find out together.