4 AREAS TO FOCUS ON TO BUILD YOUR MUSIC CAREER
Once in a while an artist I’m working with will have sudden and swift “success” (or at least the momentum will dramatically pick up toward success) in a variety of ways. They make it on “The Voice”, a “huge” artist manager reaches out and wants to sign them, an Indie Label wants to sign them, etc.
To an outsider, it can look like these artists became “overnight sensations” or that they “stumbled” upon the right situations, that they got “lucky”.
How did they get lucky? How did this happen? Why isn’t this happening to me??
Let me tell you this; they did NOT stumble upon these situations. There is always a flicker of luck in the music industry but every artist I’ve seen “get lucky” has been working it hard over a long period of time.
It comes down to these 4 critical elements in your business model that will help prop you up for a push in momentum when those lucky moments strike.
Consistency
Understanding your fan demographic
A very appealing look/brand/vibe
Incredible talent coupled with confidence
The list would probably have looked a little differently 10 years ago, before Instagram and TikTok became the best tool for growth and audience reach for artists. Yes, you read that right. These are your best tools right now because this is where your fans are finding and discovering artists! (Unless your demographic isn’t on Instagram and TikTok, then go where they are. If you don’t know where they are, then figure that out. See “Fan Demographic” below).
This is why Consistency is so important.
If you haven’t figured out what your “voice” is on your socials, then do that now. (This will be easier to define if you’ve done the Artist Branding Workbook which you can download for free here) You do not have to do something every day but you do need to create a pulse. I am so busy during the week meeting with clients, coaching artists, programming drums, editing vocals, trying to write “sick beats” that my clients will love (lol), answering emails, texts and phone calls that I honestly have found that I can only post a blog once a week (only during a pandemic, otherwise...good luck with once a month!) and only post on socials about once every other day or so. I try not to “fall off the face of the earth” for a week or two even though at times I’d like to. It is up to you to figure out what your rhythm will be. Then your fans will know that they need to check in at a certain time of day or on a particular day if they want to see that livestream. Once you begin a schedule, you can check your engagement and make adjustments based on what works and what doesn’t.
It might be easy to tire or burn out after posting live videos or photo shoots for over a year. But these successful artists did not burn out. They found ways to keep things fresh, they continued to write new material, they engaged with fans, they combined originals with well known covers or at least songs by artists that share the same fan demographic, which brings us to #2…
Fan Demographic. What does that even mean? Well, flip the tables just a bit and put yourself in the shoes of a music consumer (aka listener, buyer, concert attender, merch buyer). This really shouldn’t be a stretch since I’m guessing you ARE a music consumer! You have your favorite artists, right? So look at it from your perspective as a fan. What draws you to that artist? Is it just the music? Is it the way they engage with you on social media? Are they active on the platform you like to use? Do you love it when they share real stories about their lives or do you love that untouchable vibe that surrounds them? If you haven’t done your Fan Profile yet, then be sure to do that exercise by going here. Once you know who your fans are, you can connect with them, bring them into your world by having newsletter sign ups, keep them up to date on your latest activity, get their opinion on T-shirt designs, sell them those t-shirts, etc. The email list is how you build that real relationship with them.
Appealing vibe/brand/look. Is this a big deal? Yes. This does not mean you have to look like Beyoncé to be appealing. It just needs to be an aesthetic that aligns with who you are (doesn’t look like you are trying too hard) and aligns with your sound and doesn’t mimic another artist. I guarantee, if it is genuine, authentic and is appealing to you, it will appeal to others. Find it by discovering what makes you unique. Your physical traits that are unique to you. Tastes you have that make you different (do you love wearing doc martens with sun dresses? Do you have a cool tattoo? Does everyone tell you how beautiful your eyes are?) Do you have different looks you like to take on with different moods? Are you creative with makeup? Think of your favorite artists again. What physical attributes do they highlight in their photos? What is their clothing style? Is it a 90’s punk with a contemporary spin? Or do they look like they just got out of jail? Are they cheesy and smiley? Are they cold and distant? Find a look that shows who you are and bravely share that. And while you are thinking of all of this branding stuff, go ahead and download this free Artist Branding Workbook! (Yes it’s free but you have to “add to cart” and checkout, then you’ll be sent the download link.)
Incredible talent coupled with confidence. If you are not dropping jaws yet with your vocal chops OR your original songs then get to work. You might need more lessons which is totally OK!! We get it in our heads that people who haven’t had lessons are more special but I’m telling you, the music business will require much more of you than just getting that one time standing ovation. The technique you learn in lessons is essential for longevity as a singer but you will also learn about self-discipline, hard work and accountability. A good coach should also help you find your true voice so that you aren’t just a copycat of the current big stars. This might sound unimportant at the moment but if you are looking for a long career in the music industry and not the dreaded “one hit wonder” title then this little detail is critical. Not only vocals but your songwriting, your performance skills, the skill of accompanying yourself on an instrument while performing live; these are all skills that the best in the industry worked hard at mastering and I guarantee had at least one, but maybe many mentors, coaches or teachers along the way.
Probably more difficult than refining your talent is sharing this talent “with confidence”. The artists I’ve been thinking about as I write this that I personally know most definitely had their deep insecurities and anxieties; some to an extreme that I can’t even comprehend. The problem is that we mistake the word confidence to mean perfection. Confidence in the artistic/creative world, in my opinion, means vulnerability and authenticity. Without apology, 100% committed to being who you are and what you are, with all of your faults and imperfections is a beautiful thing.
Think about the artists you love and why you feel a connection with them. Is it because they are perfect? Or is it because of that interview you read where they talked about how difficult it was for them to get over a relationship, or to feel creative when the tabloids were tearing them apart? Is it the way they make you feel when you listen to their most vulnerable songs? Most music consumers are exactly like you and me. Your fans and potential fans are exactly like you and me. We all want to find music that moves us and that connects with us. Without authenticity in your creations, that connection will be harder to find.
Remember, success in the music industry is a very long marathon and not a sprint! Take the time to continually self-evaluate, find areas where improvement is needed, develop and strengthen the weak spots and keep your eye on the ball. If you’ll start with these four areas and build your music career on that foundation, you are much more likely to “attract” some good luck ;-)
