The Looking Glass

Hello New & Older Viewers,

What’s new in entertainment you think people who read this blog (or I) should know about? What are topic suggestions, debate references, your opinion, etc.? I caught wind that I am a pretty windy writer, but if I am, I prefer to talk about things that interest my readers. This blog is really for you to converse and exchange information, so be active by adding your input!

This week, I have decided to go with some basics – what to do when you decide to start in music and other forms of entertainment. We are really covering things on what I think should be on a need-to-know basis. If you have any other topics you feel should be covered in this post, please jump right in by including them in a comment. I’ll edit the original post up to Friday, October 26, 2012.

When an Artist or Band usually decides to piece together and begin their career, it's common that it’s through the eyes of someone from the outside of the industry looking in. They see fame. They see stardom. They see expense. Very rarely are Artists bred from their prospective households of what the industry is “really” like. Whether they are in Music, Film, Theater, Sports, Arts or Modeling, people just generally don’t know, in lack of better words, what they are getting themselves into.

For this post, I’m going to focus on Music.

According to the U.S. Bureau of Labor Statistics (http://bls.gov), in America alone there were 176,200 people identified as a Musician or Singer in 2010. Break that down. That means that there were approximately 483 people identifying as a musician per day, 20 per hour and about 4 people a second somewhere in the United States of America saying that the music they made mattered.

By 2020, BLS expected that number to increase by 194, 100, at a 10% increase. They are predicting that nearly 17,900 people will identify as someone who works in music 8 years from now.

In that same year, “work” for a musicians was generally described as rehearsal and recording sessions and live performances. $22.39 was the median hourly wage for performers then.

If you’re “good”, you may be able to get Music Investor. In the United States, Music Sponsorship spending has become more and more abundant. The market for Music Sponsorship, provided by GrabStats.com, states that from 2003 to 2006 the market increased from $575 million to $867 million, and in 2007, the Music Sponsorship market finally reached its $1 billion mark. It continues to rise.

This blog focuses on the U.S. and Europe, however the proportion of US consumer’s disposable income spent on digital music vs. Europe has been reported to be 5X’s higher.

Success in the Music Industry for an Artist can be measured indefinitely by consumer sales, ratings and influence (a category which is not taken seriously by every company or label.) Consumer Sales and revenue are a major category in Artist Success. The tours, live gigs and merchandise have been proven sources of sustainable income for many upcoming and established musicians like Raka Dun of Los Rakas (Sydell, 2012.) Sales, of course, are a success factor in any business. Ratings in music are just as important as ratings in motion pictures. It reflects development on not only the Artist(s), but the marketing aspect of the business as well. Influence can be another large successful factor if a company’s promotion knows how to develop profit from an idea of a message, image or song a band or Artist wants to promote. For example Lady Gaga costumes are a large consumer attraction during the Halloween season, and LMFAO’s Party Rock theme is large during Homecoming/Spring Break seasons for a college student demographics.

The “Checklist” of a successful Artist or Band used to be Major Label signing, Hit Record, and Star expenses (Sydell, 2012). Now, that list is few and far between. With independent labels on a rise to popularity and recognition by fans and competing businesses alike – who can owe their credit to dedication, motivation and consistency – there aren’t any general rules to follow. They have become more so built on protecting the rights of the music and musician(s).  

You don’t necessarily need to be with a Major Recording Label or even buy extravagantly to be a successful Artist or Band. I have a basic plan that I use with one of many businesses for any person who thinks they want to seriously get involved with a music industry. It’s a process I came up with, being involved in the music industry at a young age.

(1) Ask questions. Why be involved in music? Why now?

(2) Find yourself. What kind of music/message are you looking to put out? What image do you want to be associated with it? Do they compliment each other? Are you looking to follow a trend or start one?

(3) Produce quality material. Write. Write. Write. If you started as a poet, write. If you are already recording and producing material, write. Even if you freestyle, go back, listen and write. Quality over quantity cannot reign more true in this industry.

(4) Social Media Marketing. Facebook, Twitter, Myspace, Bandcamp, Reverbnation, Youtube, LinkedIn, Google Plus and many other social media sites have changed the game for music and entertainment. You don’t have to build a formal web page from he ground up as an Artist. As long as you have quality content, you have fans. Social networking has proven to be one of the most important “real” success tools in the music industry today (Patterson, 2010.) To get heard, noticed and even booked for gigs, it’s important that you exercise social media – professionally. Have separate accounts for your band and personal information, and use them accordingly. The major label A&R representative doesn’t care what you had for lunch, and the venue who you are trying to book may not book you if rant about a misunderstanding at another venue.

(5) Seek Management. Although, a lot of bands are following in the trends of managing themselves, or recording for themselves. However, if you start off on the business aspect, how can you expect to develop your sound and craft as an Artist or Band? Can you really handle the pressure of promotion, imagery, development, management and representation all while trying to make music? Be picking in your choosing.

(6) Accept constructive criticism. Artists are most sensitive about the music or image they produce. If you sought management, representation or a label, take meeting notes, listen and follow instruction. They can’t make money if you don’t, so take heed to what’s being said – with your own feedback of course.
(7) Make a plan. Short term and long term goals are most important at this stage. What do you want to accomplish with your band in the next month, 3 months, or 1 year? Include your finances, sales, and profits all planning. Crunch the numbers and see what needs to be purchased and done to get to where you want to go.
(8) Funding. Money, the root of all evil and friction that may arise between yourself, your band and/or your manager. Yes, it is important, but is it the most important factor? You need funding for equipment, your look, production, engineering, travel expenses, etc. and you can’t make money without money, but what are you willing to sacrifice for it? Can you write investment proposals? Can you handle paying for the venue or would you rather have your management front you the money and pay 25%+ of all grossed revenue?

Surely it is not everything (can’t reveal all my secrets), but it is an idea of how to proceed if music and the business of the industry are for you.  

As an Artist, or Band, you may wonder which markets are out there for you to appeal and expand to.

Types of Available Music Markets Artists can get into:

-       Digital Age (Singles [single tracks], Online Downloads)

-       Live Music (Concerts, Open Mics)

-       Music Retail  (Physical Album Sales, Merchandise, Donations)

-       Radio (Mainstream, Satellite)

-       Promotional Outlets (DJ’s for Nightclub play, Major and Exclusive Parties)

-       Entertainment Outlets (Soundtracks and Scores for TV/Film)

This is some general information I think should every upcoming artist should know. More can be explained through comments, email or social media!

Read. Converse. Enjoy.

Cherry

Fiero, G. M. The 6 Rules of Commercial Music Success. (n.d.). Music Biz Academy. Retrieved from: http://www.musicbizacademy.com/articles/gf_6rules.htm.

McDonald, H. Music Business Investors. (2012). About.com. Retrieved from: http://musicians.about.com/od/musicindustrybasics/p/musicinvestors.htm. 
Music Industry Statistics Industry Figures, and Information. (2012). SiteRapture, Inc. Retrieved from: http://www.grabstats.com/statcategorymain.aspx?StatCatID=9.
Musicians and Singers: Occupational Outlook Handbook: U.S. Bureau of Labor Statistics. (2012, March 29).  U.S. Bureau of Labor Statistics. Retrieved from: http://www.bls.gov/ooh/entertainment-and-sports/musicians-and-singers.htm.

North American Music Industry Revenues (2006-2011). (2012). SiteRapture, Inc. Retrieved from: http://www.grabstats.com/statmain.aspx?StatID=74.

Patterson, V. Social Media Success: The Music Industry. (2010, October 11). Social Media Today. Retrieved from: http://socialmediatoday.com/vashon-60/200287/social-media-success-music-industry.

Sydell, L. How to Succeed In The Music Business (By Trying Really, Really Hard.) (2012, April 9). NPR. Retrieved from: http://www.npr.org/blogs/therecord/2012/04/09/150287405/how-to-succeed-in-the-music-industry-by-trying-really-really-hard.