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Anatomy
of the Independent Artist's Career
The reality and how to overcome the
odds
by Kenny Cavalier
In Theory
..... The reality of achieving
major success as an independent
unsigned artist can be summerized like
this.
Imagine a Battle
Field in a Bloody
War.
There are many wounded soilders everywhere.
The soilders are quickly rushed in to the
make-shift triage on the battle field where
they are to receive emergency medical attention.
There are many wounded, but only a few Doctors to attend
to them. Each life is important .. no one
soilder's life is more important or
valuable than the other. ... just like your
music is as good if not better than other
musicians, They are treated one or two at a
time ... sort of a first come .. first serve
... Although each soilder's life is as
important as the other, there are just too many soilders
to attend to all of them. Some will be treated and
saved, but the majority will
die. This is precisely how it works in the over
crowded music
business. |
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Essentially, you are an independent artist, a
soilder in a crowded battle field of very
talented independent artists waiting and
looking for industry attention. Each Artist
is as talented as the other. Only a few
artists will receive the attention they need
to survive and achieve success but the vast
majority of Artist's careers will die ... Why,
because all things being equal there is only room for a
few emerging artists in the over crowded small group of
bands and artists that make it.
So, how do you overcome the odds in the
crowded battle field of independent, unsigned, artists
and musicians? How do you get the
music industry awareness you desperately need
and deserve?
The answer; Show them that your injury is far
more life threatening than the others ..
In essense
that you are the one with the story, the buzz, the
record sales. Show them
that you deserve the attention and
treatment before the other wounded. How do you do
this .. cry out in pain the loudest by persisstant
pounding your marketing message home. This old
adage is more true in this business than any other;
"The Squeakly Wheel Get's the
Oil" .
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Your marketing and promotional efforts must
be totally relentless in every way. You need to
play as many quality shows as possible. You
should seek publicity in many forms
including record reviews, press releases, and other
forms of music media relations. You need to
seriously market your websites including myspace
marketing .. you must brand yourself
online. Some radio play in markets
where you are touring is another important
element. Seek out retail and digital distrivution
channels. Sell as many records as possible and
gain soundscan sales stats. You can make a very
good living from your music if you approcah it like a
business and market your butt off. NON-STOP!
If you are independent you will need to do all this
yourself. Or, if you find that your time would be
better spent on the creative end of your career or you
just don't have the connections or even a clue where to
begin, this informative article may enlighten you on
how engaging the assistance of an independent artist
management consultant could be one of the best things
that you could do for your
career.
Announce your
record release or
Band news to 10,000
National
Music and A&E Editors with
Putting all
these elements into place at the right time will
seriously increase your possibilities of making a good
living as an independent artist and will generate the
music industry awareness you need to attract a decent
major or indie record label. If that's what you
want. You can also remain independent, keep all
the money, and just start your own record label and bring
on good distribution to release, market, and
distribute your product. This is a good idea
because if it works out, you can eventually sign other
artists to your label. Either way, marketing and
promoting yourself with the help of some of the Better DIY Resources
avaiable or obtaining the assistance of a well
connected management-consulting firm to facilitate your
marketing, publicity, radio promotion, and distribution
so that you can stick to the creative end of your
career, and leave the business of marketing and
promotion to a well connected firm, may be the way to
go.
Should Developing Artists Stay
Independent?
Chris Blackwell, founder of Island
Records, discusses whether emerging artists who are
currently independent should try to remain independent,
or instead seek major-label
support.
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about the author >>
Ken Cavalier is a music
business coach, author, panelist, consultant, and
Artist Manager with over thirty five gruling years
of music business experience, performing,
recording, managing, producing, and coaching
unsigned and signed independent musicians and
bands He is widely considered a major expert in
his field. His focus remains the advancement of his
Artist's career while building a strong independent
foundation for bands and artists at any level of
development.
Ken is the founder of Allure Media
Entertainment Group, an artist management &
consulting firm for independent and signed
artists. He is also a voting member of
The National Academy of Recording Arts and Sciences
(NARAS - The Grammy Association, National
Conference of Personal Managers (NCOPM), and many other
distinguished organizations. Ken has
lectured and authored many informative guides and
directories on digital branding, music promotion, and
marketing. His widely popular FREE TIP SHEET "WHAT LABELS
WANT" is published and distributed monthly to
thousands of Independent Artists and
Bands.
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