Dear Musician, I’m A Marketing Consultant. May I Track The Guitar Parts On Your Next Record?
While the D.I.Y. ethic and aesthetic is a wonderful thing, it can only take you so far. Unless you are fortunate enough to have a band whose members also happen to be professional publicists, marketers, promoters, agents or any of the other people whose services will prove invaluable to your career, there will come a point when you will have to invest some money into your band if you actually want to be a musician who can sustain on your art and art alone.
I love musicians and firmly believe that music is one of the most important things in the world. Musicians are left-brained people who want to create. They are compelled to draw thoughts, ideas, and feelings from a place so deep down most of us will never be fortunate enough to reach it. Their ability to manifest these inhibitions, musically, in ways that many of us can relate is nothing short of a miraculous gift. Only many musicians don’t realize that they are very central to an economy whose success relies on the music they produce. For many artists, they simply don’t understand that there comes a time when you have to spend money on your career. This is the case with any profession; as you advance, you will tend to learn new things, make a zillion mistakes, and come through all the better for it in the end. The problem with some artists is that they develop a sort of stagnation in their mentality. That stagnation will not only limit creativity, it will also limit the potential of the band itself, instead of promoting the experimentation and growth of their sound. When a band finds themselves to have reached a stage where their music has generated a bit of buzz, or they are consistently selling out at local venues, it may be time to have a band meeting about hiring someone to help with marketing and promotion so the band in can continue to move in a progressive direction. I am constantly approached by musicians for advice about getting over any proverbial humps that they may find themselves stuck on after having attained a certain level of success. I always tell them the same thing; hire a publicist or a marketing firm. In turn, I’m always told the same thing in response: “I/we can’t afford it.” RELATED: Why PR Is Marketing Too Let’s break this down for a moment. Think about how much money is spent on gear and equipment, traveling to gigs, merch, studio time, pressing CDs, and the time the band spent working on all of these aspects. Clearly money – not to mention time – is being invested in the music, right? If upwards of thousands of dollars, literally, have been spent to get the band to where it is at now, it almost makes sense to think that after such great investments of time and money, artists would be willing to hire sky writers to spread the word about their work, but this doesn’t seem to be the case. You needn’t hire a Madison Avenue advertising agency and spend hundreds of thousands of dollars on some elaborate campaign. There are more marketing, PR and promotional firms that cater to musicians than one can count in 280 BPM. The wonderful thing about this is that there are many people who can help you determine the best course of action, and some are accessible at a budget you may be more comfortable with. RELATED: Request a Complimentary Marketing Needs Analysis No one is suggesting any band members go without food and instead pay to have a media kit created. A large misconception that artists seem to have is that they need to keep a high-priced agency on retainer, and that simply is not the case. While it’s certainly an option, if that’s what is needed, for most who work as professional musicians, a “pay as you go” option with a person or agency will work just fine. WORK SAMPLE: Bob Burger Media Kit (Long Form) Look around online and talk to colleagues about who they’ve worked with for marketing and promotion. Most of the time you can meet with people for consultations to mutually determine the best course of action that will meet your needs. Remember, you aren’t just paying for the time of the person with whom you’re working. You’re also paying for their creativity, experience – sometimes decades of experience, skill and network of contacts.
Even if you pay for a one-time service and it’s something as simple as a press release, that marketing agent or publicist will have access to people in the media and the industry that you simply have not acquired yet. They are also being paid to dedicate their time, talent, and resources to you. While they’re doing that, you can work on new material, get more practice in, or even have a moment of downtime. If you have spent the money to record an album, paying someone to create a media kit and send out press releases is a logical next step. Led Zeppelin never released a commercial single and were ‘indie’ before anyone else knew what it meant. Despite that, everyone knows a handful of their songs, whether they like them or not. They’re one of the most legendary bands in the history of music, and there is a very good reason for that; Peter Grant. Their manager, the aforementioned Mr. Grant, knew the importance of marketing the band the right way and promoting them in the right places. He had absolute control over everything Led Zeppelin did, but knew the importance of spending the time and money the right way to make it back, tenfold. While not every band is going to be Led Zeppelin; that ethos should apply to everyone. Realizing that, at some times, it will be in your best interest to outsource in order to be exposed to a larger audience. After investing countless dollars on the fun things, like guitars, gear and recording, it makes little sense to become cheap when it comes time to marketing and promoting your career. You’d never let a marketing firm track the guitar parts on your record; so, why let a guitar player handle the marketing for your album? YOUR TURN Are you a musician ready to take the next step in advancing your career but are hesitant in outsourcing marketing? Why? Are you a musician who’s met with success when outsourcing marketing, promotion and PR? We want to hear from you! Sound off on our Facebook Page, Twitter Feed or on LinkedIn. And don’t forget to subscribe to our monthly MARKETING ADVICE email newsletter for articles like this one delivered straight to your inbox. You may unsubscribe at any time.