Even Donald Passman agrees, “the common denominator to all successful people is a blend of talent and drive, with (frankly) drive having the edge.” Translation: just like any entrepreneur, you’ve got to drive the ship. You’ve got to lead the way.
The question then is… how? That’s what everyone wants to know. For sure, owning a compelling product is only the beginning. What you do with it is then the challenge, creating a sense of more-than-music for your fans, leading them to/through it.
So, how do you attach meaning to your music? How do you assign value to it, above and beyond the music itself?
The easiest answer: exploit like-tribes. Your first instinct here might be other artists (co-bill, both sets of fans get introduced to your respective bands, etc.). Fine. That works. No harm. But everybody’s doing it. Burnout factor: high. And still, you’re limiting yourself to “just” music. You’ve got to be more inventive. You’ve got to lead. You’ve got to think outside the tribe.
Start by looking at what already exists: other than your music, what else do your fans have in common? Anything from microbrews to hybrid vehicles to Guitar Hero to pizza. It doesn’t matter. Identify peripheral tribes. Leverage the common threads. By recognizing that your fans have other interests and associating those interests with your music, you reinforce your role as leader. And by attaching music (sadly, now so free it’s virtually worthless) to stuff with a higher value, you create instant more-than-music. Example A.
You can do it.
11/9/09 | Comments (0)Tags: CUT THROUGH THE NOISE, Donald Passman, KATE BRADLEY, MASOKO SOCIAL, Michael Miller, OUTLANDOS MUSIC, Seth Godin, The Value of Emotional Value, Tribes —
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 —
