THE DREAM, THE GOAL, THE PLAN, THE TEAM
The music business is probably one of
the most interesting yet difficult businesses in the world. Music is one
of those vocations that gets in your blood and keeps you dreaming throughout
most of your life, unless you do something about it. A person with great
dreams can achieve great things.
If you have that dream of becoming a
star, let me help you with the truths about the music business that may make
the journey a little smoother and save you a lot of heartache and money along
the way. More after jump:
There are three elements that make
anything successful – a goal, a plan and a team. The music business is no
different. It is usually the dream that leads to the goal, but then the
plan and the team seem to be a problem for most singers. Most singers,
songwriters and musicians possess a very creative mind, but they want someone
else to handle the business side of things. The artist who can develop
both their creative and business minds are more likely to have great success
because they understand what needs to be done and why it is being done in their
careers.
Psychology plays an important part in
the music business as well. Understanding the mental side of the music
business is very important, beginning with mentally visualizing your dreams
coming true to understanding that the color blue is the most appealing color to
the adult male. A large part of this business is out-thinking your
competition and coming up with unique ways of doing things that will get
attention.
TOOLS OF THE TRADE
Every person, no matter what their
occupation has to have the proper tools to get a job done. In the case of
the music business, the raw tools are talent, appearance, and a very positive
mental attitude. Other factors that come into play include educational
courses such as drama, public speaking, salesmanship, journalism, typing,
accounting, law and even geography. The final factor on a personal level
includes luck, some of which can be controlled. It was once said the
luckiest people are the ones who worked the hardest.
The music business is really no
different than any other business. You have a product (the singer / band),
a salesman (the manager), advertising (publicity person), a manufacturer
(record label and producer), shipping (booking agent), promotion / marketing
(record and concert promoters) and legal department (entertainment
attorney). The key to success in any business is to coordinate all the
above ingredients into a package that sells the product to the public through
ticket, recording and concession sales.
Before you can begin putting a team
together, you must take a critical look at yourself, the product.
ASK YOURSELF THESE CRITICAL QUESTIONS:
1- Do I have the talent or can I develop
the talent to pursue a career in music?
2- Is my talent unique enough to draw
attention to it, or am I just another singer?
3- Is my physical appearance going to be
acceptable? (The music business is very visual these days)
4- Do I relate well to other people?
5- Do I work well as a part of a team?
6- Am I capable of giving orders without
making people mad?
7- Is my talent commercially acceptable
to the buying public? (Can you sell tickets and records?)
8- Can I maintain a positive attitude
through extremely depressing times in my career?
9- Can I take criticism and rejection
without getting mad or giving up?
10- Am I patient?
11- Am I mentally capable of handling
the stress involved in the music business?
12- Am I willing to devote the time it
takes to become successful in the music business? (Paying your dues)
13- Am I financially stable or have
financial backing to help me?
If you answered yes to the above
questions, you are then ready to lay out a plan for your career and hire a team
to develop and market you as a product.
DEVELOPING A PLAN FOR YOUR CAREER
From the moment the “music bug”
enters your bloodstream, you must develop a plan to use as a roadmap to attain
your long-term dream of stardom. The plan should be written down and
followed as closely as possible setting short-term goals, but keeping the
ultimate goal in mind. The way to make these goals attainable in as short
a period of time as possible is to work hard. Due to the differences and
opportunities in the various locations in this country, it is impossible for me
to give you a time-table for the plan, but it should not take longer than six
years. Most successful musicians and singers will tell you their
“overnight success” took years. A typical plan for someone wanting to
become a recording artist is as follows:
1- Start reading magazines, Listen To
Radio and Records, Musician, etc. Learn to recognize names and companies
in the music business. You will have to go to a book store to purchase
some of these publications and some are only available through subscription.
2- Watch music videos, movies and TV
shows and think about a concept or something unique about you that will help
sell you.
3- Put together a working band, keeping
your unique idea or concept in mind (get band members or knowledgeable persons
to help develop a unique commercial concept). Start thinking about a professional
sound system and transportation for the group.
4- Start looking for a good manager -
Someone with a knowledge of music, accounting and salesmanship - Someone who
believes in you - Someone with an energetic attitude about getting the job done
for you. (Manage the group yourself until you find the right person).
5- Put together a good promotional
package which includes a professionally done current 8 X 10 color or black and
white photo of the act; biographical information about the act; song list of
the act; current professionally done business card; and any other promotional
selling tool you can place in the folder (tape, letters of reference,
etc.) You can often find a university or polytechnic journalism student
who will write biographies and articles on the act for the experience.
6- Find a good local booking agent or
book the group yourself at first until you gain recognition from some reputable
agents, Remember in nigeria we don't have booking agent. Check local
clubs to see what agencies handle getting talent for them.
7- Start working local jobs, such as
clubs, and charity functions.
8- Gain as much local attention as
possible, through sending press releases to local newspapers, online,radio and
TV regarding appearances or happenings with the group.
9- Gradually broaden the region of
working jobs.
10- Start looking to publishing
companies for good songs to record, or try writing songs yourself. Major
record labels like artists who can write good songs. Have your manager and/or
producer help you select the proper material.
11- Look for a sponsor that would help
with recording,promotions and travel expenses also all other expenses.
12- Record a CD and start going after
radio,online radio airplay.
13- Hire a good publicity person who can
help get articles in local papers and magazines, and can secure local radio or
TV guest appearances and more.
14- Start developing relationships
with regional media people, especially radio people. Take them to
lunch,clubs occasionally and do other good things to them.
15- Secure local or national sponsors
and develop your own local radio or TV shows (the greatest exposure on any
level).
16- Begin contacting the major record
labels about listening to your product, Try and enlist the friends you have
made at local radio stations to let the labels know that you are worth their
time.
17. Last, but certainly not least, get a
Website presence on the Internet or start your page on myspace.com,Twitter.
Try and come up with unique ways and ideas to drive Internet traffic to
your site.
HOW TO CHOOSE A TEAM AND WHAT THEY
SHOULD DO
(BAND)
On the professional level, the first
tool you will need is a good band. The band must consist of good, well
equipped musicians with the same basic ideas on their future as yours. A good
attitude is a must and possibly the most important factor to consider when
choosing musicians. The group should be well groomed, willing to rehearse,
possess no bad habits, and generally be willing to work as a team. The
goal of the band as a part of the team is to become the best at what they do on
a local level at first and to grow together musically into seasoned
professionals capable of walking onto any stage at any time with confidence.
(MANAGER)
The most important professional tool you
must have is a good manager. A manager is worth his weight in gold, and
should be someone who is honest, dependable, knowledgeable in the fields of
music and business, and most of all sold on the act he or she is
managing. The manager is the person who handles all business aspects of
the act’s career. The manager is the person who consults with the act on
business decisions and deals with the other members of the team on behalf of
the act. The manager is in charge of the day to day running of the
business for the act, including hiring and firing, general accounting, and
making key career decisions for the act. The general purpose of the
manager is to handle all aspects of an act’s business so the act is free to
concentrate solely on performing.
(BOOKING AGENT)
The booking agent from the local level
to the national level is also an important tool in an act’s career
development. His job is to coordinate booking dates and to set the worth
of an act in different situations to get the most for an act’s talent.
The agent also works closely with management, publicity, record label, record
promotion teams, and others in a timely fashion to get the most out of an
appearance.
(PUBLICIST)
Publicity is another important
professional tool in assuring an act’s success. The publicist, or PR
(public relations) person is responsible for getting every tidbit of publicity
about your act to the media whether it be TV, radio, magazine or
newspaper. He will work closely with your manager and agent to obtain
exposure for your act through live interviews, press releases, and personal
appearances for promotional considerations. Every time an act’s name is
seen or heard it plants a seed in the mind of the reader, listener or
viewer. Good advertising has sold products for years, and as an artist,
good publicity is your method of advertising.
(RECORD LABEL)
The primary job of the record label is
to work closely with the act and the other members of the team in coordinating
the release of albums on the act. Once the record label has signed the
act, they may express a desire for the act to re-evaluate the team the act has
together. For example, the label may feel there is a weakness in the band
and ask that a musician be removed. There have been instances where
a label has replaced the entire team around an act, sometimes because they feel
the team is weak, other times in the belief the act needs a fresh start.
The record label has its own promotions team (people who call radio stations
and ask them to play your record), publicity staff (who work in conjunction
with your publicist), and an A & R Department (who look out for songs and
handle artist / label day to day relations.) The A & R Department is
usually the first department to see the act and recommend the label sign them.
(RECORD PRODUCER)
The record producer is the person who
helps you choose the songs you record; works with you personally in the studio
to get the most out of your vocal ability; offers ideas on phrasing of words,
inconsistency in pitch; and generally helps you “sell the song” vocally.
In addition, the producer usually hires the recording studio musicians that fit
your style, books the recording studio time, coordinates everything in the
recording studio, and is generally responsible for seeing that an act’s record
is as close to perfection as possible. Many times the producer is a part
of the record label staff. Again, avoid a producer that does not have a
track record.
(RECORD PROMOTER)
One of the most critical members of your
team is the record promoter. The Record Promoter is the person who is in
constant contact with the radio disc jockeys who play the records. The
amount of play your record receives determines it’s spot on the charts.
Therefore a promoter with a good relationship with the DJ’s can get your record
charted. A successful record label producing a good record and using the
most successful record promoters usually cannot miss. In addition to the
promoters on staff at a record label there are a number of independent
promoters who can add to the success of a record.
(MUSIC OR ENTERTAINMENT ATTORNEY)
The job of the entertainment attorney is
to protect the act from legal problems and to insure that contracts with other
parties are legitimate and fair. These contracts would include those with
the manager, agent, publicist, record label, sponsors, and any other situation
that required a contract with the act.
(THINGS YOU DON'T WANT TO DO !)
1- Don’t let anyone tell you they are
giving you anything free in the music business.
2- Don’t let anyone tell you they can
make you a star. Be realistic, don’t let anyone sell you a dream, it’s
not that easy.
3- Don’t put out a second rate
product. If you put out 10 good products then one bad one, the bad one
will be the one everyone remembers. Be careful with every aspect of
product from records. Everything must be first class. Remember, in
most cases you get what you pay for.
4- Don’t sign any contract or document
without letting a music attorney check it out first.
5- Don’t contact anyone about doing
business until you have checked them out with people you know and trust in the
business, or through seeing their successes in music business, talking with
other acts who have been successful with them, Better Business Bureau, etc.
6- Don’t do business with anyone that
cannot back up what they are telling you. Ask questions. Ask for
charts, publicity, or other proof that will back up their claims.
7- Don’t fall for scams, such as you put
up $10,000 and we’ll put up $10,000. The truth is they are not putting up
one dime in most cases.
8- Don’t let anyone know how much money
you have to work with. Make them quote you a price for their services.
9- Don’t deal with a set figure for a
number of services. Make them give you a breakdown of their prices.
10- Don’t sign long term contracts.
11- Don’t tolerate a weak team
member. Remember a chain is only as strong as its weakest link.
12- Don’t kick anyone on your way to the
top. The guy you had a problem with three years ago may be running the
record label when you need a break.
(EXTRAS)
There are certain things you may need to
do to give yourself a bit of an edge on the competition. These “extras”
will not apply to everyone, but if the shoe fits, wear it.
(VIDEO)
In the day and age of video, there is no
better way to be seen than in a music video. If you wanted to buy one
minute of advertising time on CNN and all other local stations, it would cost
quite a bit of money. + you can have a well produced video that will receive
airplay on video outlets worldwide, and best of all, the publicity is free,
after you have paid the cost of the video.
(ADVERTISEMENTS)
If your budget can stand it, advertise
in the trade magazines where your name can be seen by the major labels. Sometimes
a simple “Thank you” ad to the DJ’s for playing your song will attract
attention. Always use your photo and business address. Many artists
are getting ahead of the competition by having a website that is accessible to
the world.
(POLITICS)
Use every opportunity to meet and mingle
with music industry people. Don’t be afraid to ask questions and pick
their brain. They are successful for what they know about the business
and may give you that tip that puts you over the top.
(WEAKNESSES)
If you have a weakness that you cannot
correct yourself, hire someone to correct that weakness. For example, if
your stage appearance is weak, hire a choreographer to help you. A good
choreographer can show you some tricks that will make you look great even if
you aren’t a great dancer. If you are overweight, get on a diet and
workout regimen that will bring the pounds off slowly and with no detriment to
your health.
(WHAT MAKES AN ACT SUCCESSFUL?)
If you want to know what makes an act
successful........
1. Watch
the act to see how they move on stage and relate to the audience.
2. Read
biographical information on the act to see how they accomplished their goal of
stardom – it will inspire you and you just may learn a trick or two.
3. Listen
to the types of songs the act records, how they fit the style of the act and
how the act delivers the song with feeling.
4. Talk
with the act personally if possible or anyone associated with the act on any
level and ask for advice and guidance.
IN CONCLUSION
Stardom is the one thing that no one can
guarantee. It takes a lot of talent, money, political contacts, and luck.
Being in the right place at the right time has meant the difference for many
stars, but they all had to be prepared when the break finally came. I
hope this article will prepare you for this business we call MUSIC........
Written By The CEO ZOLLNER TALENT
MANAGEMENT
Email: Zollnerbabatunde@gmail.com
Follow On Twitter: @Zollnerfrancis
Follow Me On Twitter: @effiongeton
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