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The Independent Music Industry is THRIVING!
By: The Staff @ The Gate Media Group
Lately we have read a lot of articles lamenting the failures of the music industry. Though the major entertainment conglomerates are experiencing hard times, the independent music industry has captured 23% of the music market – and it’s growing!
There are so many benefits to being an independent musician:
* Time to produce and work up to your artistic standards and your fans’ demands
* The flexibility to stretch your musical style to attract fans from multiple genres
* With an effective marketing campaign, it’s not necessary to tour in order to sell CDs
* Profit margins for indie CDs is $5 to $8 per sale, vs. $0.10 for the “big stars”
* The entertainment industry always does well, especially when the economy is rough
So what’s up with the frequent and disparaging commentary from the media? They’re focused on the four big media conglomerates. What they say “ain’t necessarily so” for the rest of us. The only real difficulty an independent musician has is knowledge. A lot of musicians are naive about properly working this industry, while maintaining both their budget and sanity.
Well, I want to give you some fantastic news. You can empower yourself and avoid the most common pitfalls that’s led to this false notion that “it’s all bad” in the music industry:
* Knowledge is power!
Read good magazines, well-written books, and serious web sites that focus on the independent music community. The investment is minimal and you will learn a lot.
* When you read anything, including advertisements, ask questions.
For example: What does that really mean? Does that really work? Who has benefited from using these services?
* Keep the “On-Stage Persona” separate from the “Business Person”.
Be what you want on stage, and be professional when conducting business. You’ll get further saying “please” and “thank you”. I also advise following directions – it will save time and lots of money because your expertise is making music, not manufacturing CDs or promotion. Try to be open-minded when you are told something you don’t want to hear, because it might benefit you.
* Work with people who are knowledgeable and respectful.
Do they say “please” and “thank you”, ask questions and listen to your answers, give you proof that their services are effective, or do they rush you off the phone and don’t bother to follow up?
* Don’t assume success by casual association.
For example: Some manufacturers will associate the potential success of your CD if you let them produce it because a past client of theirs is successful now. I assure you, the manufacturer had nothing to do with the success of the artist – the quality of the music and the marketing campaign did.
* Successful promotional services are not free.
For example: Some companies will put a song of yours on a “promo CD” for free if they manufacture your project. This type of “marketing” is not effective because it lacks consistent and sustained efforts, unlike some CD sampler programs, or proper radio and retail promotional campaigns. Furthermore, these “promo CDs” are typically trashed before anyone listens to them.
* Research promotional companies.
What is their track record? Can they prove it? Will they do a pro and con evaluation of your music and business plan for a reasonable fee? If you really want to do your own promotion, will they teach you how and help you develop and effective business plan?
* Create a budget.
Though it can cost several thousand dollars to properly produce and promote your music, there are companies that are less expensive and more helpful than others. However, I urge not to be a “penny wise and a dollar foolish”, because some companies are too cheap – and that will cost you more than you know. This is where reading, questioning, and researching will benefit you. FYI: Researching is more than just price shopping!
How do I know that these nuggets of information work? I have witnessed several independent musicians attain both critical and financial success using these techniques (especially the “following directions” part). Check out www.mortalloom.com
So read, ask questions, conduct yourself in a professional manner, research manufacturing and promotional companies that can help you reach your goals, and you will go further than you thought possible. Hang in there, and don’t let anyone tell you “it’s all bad”. It can be as good as you choose to make it.
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