Just Plain Notes V2.021 5 Tips to Selling Music without Selling Out


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Posted 10/26/2014 3:59:35 AM


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1. Just Plain Folks Mentor Article: Advice on How to Sell Music without Selling Out!

JPF Mentor BOBBY BORG is a former major label, independent, and DIY recording/touring artist. A distinguished educator, he teaches at Musicians Institute and UCLA Extension and speaks at Berklee College of Music and other distinguished schools worldwide. Borg is the author of The Musician’s Handbook and over 1,000 magazine and blog articles. He is VP of Special Events for the Los Angeles chapter of the American Marketing Association and is founder of Bobby Borg Consulting, where he assists rising music professionals globally. He lives in Los Angeles. His website is www.bobbyborg.com.

Bobby shared some excellent tips with us in the article below. Enjoy!

5 TIPS TO Improving your chances for success without compromising your integrity Copyright © 2014 By Bobby Borg

In my 15 years of teaching and consulting, I couldn't tell you the number of times I heard a young musician say, "I just do what I do, and if anyone likes it, they'll buy it. "My reply? Congratulations, you're a real artist."

But as you get a little older and your responsibilities increase with a mortgage, spouse, and kids, this attitude is dangerous unless you have another source of income or you're just a hobbyist. Make no mistake, music is an art, but making money at it is a serious business.

What follows are a few tips that might help improve your chances for success without compromising your integrity.

1. Have A Clear Vision

Marketing starts with a vision. A vision is a declaration of where you'd like your career to be in seven to ten years down the road. With a clear vision statement in tact, it’s far easier to map out the directions for how you're going to get to your desired destination.

A vision statement summarizes what you're truly passionate about and includes everything from the type of music you'd like to create, the products you might release, and the overall brand image you might like to impart on your intended audience.

Long before Marilyn Manson hit the scene, he envisioned himself as being a "pop star who would shock the world." He kept drawings of costumes and stage set designs along with other business and creative details in a personal notebook. This was Manson’s "North Star"his guiding light. Several Platinum albums later, he truly succeeded at bringing his vision to fruition.

As the saying goes, "If you don't stand for something, you can surely fall for everything." So what’s guiding your music career? If you haven't thought about it before, now is a good time.

2. IDENTIFY OPPORTUNITIES OR "NEEDS

While keeping your vision at heart, it’s time to examine what’s going on in the world around to ensure that your vision actually fills a need and represents a true marketing opportunity. As previously stated, Marilyn Manson had a clear vision of being a pop star who shocked the world. But he also identified and filled a specific societal need and void in the marketplace for an entertaining and horrifically dramatic "new" stage personality, similar only to what a now aging Alice Cooper had done 23 years before. In other words, the commercial marketplace was ripe for an artist like Marilyn Manson, and he capitalized on the opportunity unlike any other artist.

A valuable tool to help you examine the external (and internal) environments of the marketplace is called a "SWOT analysis." SWOT is an acronym that stands for strengths, weaknesses, opportunities, and threats. The idea is to identify external needs and opportunities that match your internal strengths (skills, etc.), but while also considering your internal weaknesses (finances, etc.) and external risks (competition, etc.) that could impede your ability to succeed. While all this might sound like "business-school jargon," the most successful companies, both big and small, use the SWOT model. And with a little training, so can you!

3. Don’t worry whether Lil Dr. Dre, or anyone else knew this stuff Make no mistake successful people in all fields apply marketing and business principles to get their desired results, whether they know it or not. From Jazz guitarist Pat Metheny who advanced traditional jazz music into the future with the use of synthesizers and robotics, to Nirvana who stamped out cookie-cutter hair metal and created a whole new genre of music called grunge, new trails were forged that filled a very specific market need. The advantage of being consciously aware of certain marketing principles upfront is that you don't have to find your path by chance. Rather, you can use these helpful tools at your own discretion to help you achieve your vision.

4. BE AN INNOVATOR

Be clear that the marketing approach that I am discussing here is not asking you to compromise your artistic integrity and to "sell out," but rather to adjust with the world around you, be more unique and innovative, and to "buy in." Let’s face it, creating art is a beautiful thing, but creating a sound and style that is new and fresh, having it enjoyed by a large audience, and receiving compensation so that you can quit your day job is simply awesome! Remember, creating music in a vacuum and simply hoping it is successful can be a risky proposition if you intend to be more than a hobbyist or feed your family.

5. TAKE THESE FINAL WORDS TO HEART

Always stay true to your vision, but be willing to adjust that vision to fill a specific need or void in the marketplace that matches your strengths. If you can fill that need first and do it better than anyone else, the rest just might be your amazing history.

To sum this up using the words of the hockey great, Wayne Gretzsky, "Don't skate where the puck is, skate where the puck is going."

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