Not so much a letter this go-round but… a guest appearance via e-mail interview this week from acclaimed author and entertainment attorney Donald Passman (REM, Janet Jackson, Tina Turner, etc.). Holy beans, even we can still hardly believe it.
Don’s latest version of All You Need to Know About the Music Business: Seventh Edition
Take it away Don….
OUTLANDOS MUSIC: Radiohead, Trent Reznor, Jill Sobule… with historically built-in fan bases, these artists make giving music away for free, DIY fundraising packages and social media marketing look easy. But what if you’re a complete unknown? Where do you start?
DONALD PASSMAN: MANY ARTISTS ARE NOW STARTING WITH A VERY GRASS ROOTS LEVEL. THEY BUILD A FANBASE BY GIVING AWAY THINGS (PINS, STICKERS, ETC.) AT THEIR SHOWS IN EXCHANGE FOR AN EMAIL ADDRESS, THEN THEY STAY IN TOUCH WITH THEIR FANS ON A REGULAR BASIS, BUILDING A FOLLOWING UNTIL IT REACHES CRITICAL MASS.
OM: Because so many artists have been quick to attempt the above model, “free” may, in fact, be dead. Now that we expect it; where’s the value in that? Which then begs the question, what’s the new “free?”
DP: THE KEY TO SUCCESS IS BREAKING THROUGH THE NOISE. THERE ARE OVER SEVEN MILLION BANDS ON MYSPACE. OTHER THAN A FLUKE DISCOVERY THAT CATCHES ON VIRALLY, IT’S BASED ON HARD WORK AND BUILDING A FOLLOWING, AS NOTED ABOVE. ALSO, THE RECORD COMPANIES PUT MONEY AND EXPERTISE INTO MARKETING. TO DATE, NO ONE HAS BROKEN THROUGH ON A TRULY MAJOR LEVEL WITHOUT A COMPANY BEHIND THEM. THAT MAY CHANGE IN THE FUTURE, BUT FOR NOW, THAT’S THE CASE.
OM: Honing one’s craft versus social media efforts: if you had to assign percentages between only these two things, denoting over all time spent, what would they be and why?
DP: THE COMMON DENOMINATOR TO ALL SUCCESSFUL PEOPLE IS A BLEND OF TALENT AND DRIVE, WITH (FRANKLY) DRIVE HAVING THE EDGE. THERE ARE MODERATELY TALENTED PEOPLE WITH MAJOR CAREERS WHO ARE VERY GOOD AT MARKETING THEMSELVES, JUST AS THERE ARE MAJOR TALENTS WHO HAVE NEVER BEEN SUCCESSFUL. IT TAKES BOTH. YOU NEED THE GOODS, BUT PEOPLE HAVE TO KNOW ABOUT THEM.
OM: Be honest. If a fledgling artist (whose music you loved) came to you and asked your advice, if they should quit their day job and try to make it, so to speak, in this day and age, where fledgling artists are a dime a dozen and for the most part labels no longer nurture careers, would you say “go for it” or “don’t quit your day job?”
DP: I WOULDN’T GIVE UP THE DAY GIG UNTIL I HAD A PRETTY GOOD SENSE THAT THERE WAS A “THERE THERE.” IF THERE’S MOMENTUM, SOME MONEY COMING IN, THEN IT’S TIME TO GO FOR IT. THERE’S NO MAGIC FORMULA; EVERYONE HAS TO MAKE THAT DECISION ON THEIR OWN.
THANKS SO MUCH FOR THE INTERVIEW!
DON
11/2/09 | Comments (4)Tags: Bob Lefsetz, CUT THROUGH THE NOISE, Donald Passman, KATE BRADLEY, LETTERS FROM THE ROAD, OUTLANDOS MUSIC, THE iNSIDERS NETWORK —
Yes, being great at whatever it is you do has merit (for it). But quality isn’t nearly enough. You HAVE to huck it, kids. Every second of every day. Re: The Death of Marketing? Sorry Bob, respectfully disagree.
I don’t care how friggin spectacular you are… if you don’t have anyone to tell, it might as well not be true. It’s a chicken and the egg deal. Almost. Because, you CAN have real, passionate, loyal fans at every stage of your career, from fledgling to Trent; if I like you, I’ll help you. Period.
Think of it like this: the way you make me feel about your product handily trumps the actual product. In a heartbeat.
So… how do you do it? Um, it’s called MARKETING.
Singer-songwriter Seth Glier recently quoted a fan who said it best:
“You know Seth, I know we don’t see each other a lot but I consider you a friend…..Coldplay is JUST music to me.”
And Seth is hands-down one of the most spectacular self-marketers I know.
It works like this, in this order:
1. Make friends and fans.
2. Do/make something that’s meaningful to you.
3. Tell your friends and fans about it ASAP… DO NOT polish it to death or worry about it not being perfect (any successful entrepreneur will give you this exact advice). Get it out there as fast as possible. Make it pretty/hone your skills later.
4. Inspire and ask your friends and fans to help you/buy your stuff.
5. Rinse and repeat.
It really is that easy.
Don’t believe it? Here’s something I probably shouldn’t tell you. 21 people work for me for free. Our online views have increased 127% in four months. 6000+ people read our newsletter. And we’re in the black after less than two years. Certainly, I hope it’s because we’re doing great work but for sure, friends and fans made this possible. As in, 65% them. No joke.
Did someone say the value of emotional value? I’m just sayin.
9/21/09 | Comments (19)Tags: Bob Lefsetz, CUT THROUGH THE NOISE, Fans, Guy Kawasaki, KATE BRADLEY, MASOKO SOCIAL, OUTLANDOS MUSIC, THE iNSIDERS NETWORK, The Value of Emotional Value —
