Music Biz Articles
How to
Create Your Own Destiny
By Learning To Do It Yourself (DIY)
By: Bobby Borg
IN HIS
BOOK Wild Thing, Ian Copeland, founder of Frontier Booking International
(FBI) and talent agent to The Police, Sting, and No Doubt, says, "Doors
were usually closed to newcomers in the industry. We decided to stop beating
on them and create new ones."
It's not
enough to simply give someone a business card or demo tape and then sit
back and expect to gain employment or procure a record or publishing deal.
No one's going to hand you success on a silver platter. You need to take
more control of your career and create your own destiny. Whether you're
an individual musician, a songwriter, a solo artist or a member of a band,
attract the attention of those who can help you by helping yourself first.
Musicians
If you're
a musician who wants to be known as a great player rather than simply
as a member of a band and you want to perform with successful artists
and play on lots of recordings, then get out there and be heard! Don't
wait for the phone to ring. Try starting your own band first. You'll have
the opportunity to showcase your individual style letting people know
what you do best and most comfortably. Attend local jam sessions to find
other musicians whose personalities and abilities you admire and then
perform together everywhere you can. Eventually, more successful musicians
and bands will begin to notice you, and may even ask you to play on their
records or tours. Get to know the producers and managers of these acts.
Your reputation and opportunities can build from there. For instance,
when Guns N' Roses was looking for a replacement drummer, GNR's guitarist
Slash happened to attend a concert at which drummer Matt Sorum was performing.
Slash liked Sorum's heavy/solid style, and without auditioning thousands
of candidates, Slash offered Sorum the gig. Sorum worked hard at putting
himself in situations where he could shine. As a result, he got a great
job. At the time, Guns N' Roses was one of the greatest rock bands in
the world.
Songwriters
If you're
a songwriter (not a artist/performer), who wants to get a publishing deal
and get your music placed with successful artists and in television commercials
and films, you can start off by contacting some of the more popular bands
in your area yourself and see if they'd be interested in performing one
of your songs or co-writing one with you. If the group ends up getting
a record deal, bingo, you're in business! Some writers even go so far
as to develop their own artists, writing songs for them to perform, and
then producing them and helping them get signed to a recording contract.
It's a long term approach, but you have to start somewhere. You can also
try contacting the film departments at local colleges to make your music
available for student films. The film may go on to win an award, or that
student may even go on to become a successful director one day and you'll
be one of the first people he or she calls. Try contacting some of your
local radio stations to see if they're interested in using your material
for their advertising spots. Start with the smaller radio stations and
work your way up from there. Also try contacting a few of the many music
libraries that exist (organizations who help place songs in video games,
corporate video presentations, phone music on-hold, elevators, etc.) such
as Master Source (www.mastersource.com) or Mega Tracks (www.megatracks.com),
and see if they'd be interested in using your material. Taxi (www.taxi.com)
and Tonos (www.tonos.com), are two companies who generally serve as screeners
to industry professionals who are looking for material, and may be another
viable option to further your career. Also Keep your eyes open for the
number of songwriter's workshops and competitions offered by the performing
rights societies, ASCAP (www.ascap.com), BMI (www.bmi.com), or SESAC (www.sesac.com)
as a way to gain exposure, earn a few bucks, and also improve your songwriting
skills. Other organizations to check out include the Songwriter's Guild
of America (www.songwriters.org), Association of Independent Music Publishers
(www.aimp.org) , and Society of Composers & Lyricists (www.filmscore.org).
The opportunities to take charge of your career are endless. For over
8000 more places to promote your music, try checking out the Indie Bible
(www.indiebible.com), now in its fourth edition.
Solo Artists
and Bands
If you're
a solo artist or part of a band that wants to get a record deal, cut your
own record first! Digital technology has greatly reduced studio costs
and has made home recording equipment more practical to own. CD manufacturing
has also become more affordable. You can sell your CDs at live performances
or over the Internet (the Internet provides a number of marketing opportunities
through online stores and MP3 sites). Create a buzz! Build a following.
You'll be surprised at how many people in the industry you'll attract
once you set the wheels in motion. Everybody likes a winner and will want
to be part of your success by associating themselves with you. Singer/songwriter
Ani DeFranco was actually able to by-pass the record companies altogether
by starting her own label out of her parent's garage. She was only twenty
years old when Righteous Babe Records began. At the time of this writing,
sales of her albums are known to reach up to 30,000 copies per month.
This brings the old saying to mind,"You ever notice how fast firewood
burns when you cut and then chop it yourself?" Though Defranco is a rare
example, it shows what you can accomplish when you take the initiative.
In yet another example, both Guns N' Roses and Motley Crue were selling
out Los Angeles clubs before Geffen Records A&R man Tom Zutaut "discovered"
and then signed the bands. There we're literally lines around the block
to see the band's performances. As Zutaut says, "YOU DON'T NEED EARS
TO BE A TALENT SCOUT; YOU NEED EYES."
Bobby Borg is also
the author of: "The Musician's Handbook: A Practical Guide To
Understanding The Music Business," published by Billboard Books.
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