Rick
Goetz is a Musician Coach and Music Consultant by way of a fifteen
year career as a Major label A&R executive at Atlantic and Elektra Records
a
musician and a music supervisor. Throughout his career he has played bass
for members of the Cult and Sharon Jones & the Dap Kings and on the
industry side has worked with artists like Kid Rock, Matchbox 20, Sugar Ray and
Damage Plan. His current client list ranges from Grammy award winners to people
just looking to get their foot in the door. You can check out Rick at www.MusicianCoaching.com or twitter.com/musiccoaching.
I was once
told a story about Bill Murray and Hunter S. Thompson.I can’t verify the specifics of the story but
I suppose for the purposes of this article it doesn’t much matter. During the production of the 1980 Film “Where
the Buffalo Roam”, in which Murray was to play a young Hunter Thompson, he met
Hunter poolside so he could get a good idea of what the famously eccentric
writer was really like.In response to
the question “What is it like to be you?” Thompson tied Murray up to a
deckchair and threw him in the pool.
Such is the
position of most artists in the music business – floundering in the water and
trying their damndest not to drown in spite of overwhelming circumstances.
I run a music
business consultancy called Musician
Coaching which was something I put together after having been a musician on
and off for twenty years and having done A&R at Major labels for almost a
decade.As a result of actively
promoting this business I get contacted by several strangers every day who are
looking to make it in the music industry.It never ceases to amaze me that in this day and age with all of the
tools now available to artists that people are still looking for that one
person, that one opportunity or a chance encounter that is going to propel them
to superstardom.That’s not to say that
I mind being contacted – far from it!It’s just that the type of questions I get can be really
disturbing.“Can you get me a record
deal?” or“Hey – I just need a manager
and I’m going to make millions!You need
to introduce me to great managers.”
Really?Last I checked it was 2010.
Chances are
if you are reading this – it doesn’t apply to you but from what I have seen
this is still the prevailing mindset of many aspiring artists.I believe those with this mindset won’t make
it – period.
In my opinion if you are going to make a
living making music - let alone “making it”- you have to own the following:
·There
is no help coming for you
·The
age of the “big break” is all but over.
·The
one person who will help your career more than anyone is you.
Harsh?
Yes.Hopeless?Not at all.
Let this
empower you.You no longer need to spend
a great deal of time chasing management, booking agents or labels.I am not suggesting that any of these types
of strategic partners aren’t helpful but I do find that many artists seek to
engage partners far too early in the trajectory of their careers.Before you seek out someone to partner with
you ask yourself the following questions:
·Have
you played out locally on a regular basis for at least six months?
·Do
you have a corporate entity and an intra-band agreement?
·Have you trademarked your name?
·Are
you registered with a Performance Royalties Organization? (ASCAP, BMI, SEASAC)
·Do
you have a professional looking website for your project and a presence on
social networks?
·Have
you made “no apology” recordings of your songs that you think are
representative of your ability?
·Do
you have a bio on your musical career that doesn’t peak when you were eight
years old and taking piano lessons?
·Do
you maintain an ongoing online and offline positive relationship with a large
group of people you could call fans without feeling funny about it or including
your parents and extended family?
If you
answered no then your business is not yet off the ground.You don’t yet have a viable and fully formed
product.In any business it is very
difficult to get an investment for a blueprint concept or an idea.Getting funding for a start up business
becomes much easier the more time and effort (and money) the entrepreneur puts
into it.You have to remember that
seeking out management, agents or labels is asking someone to invest in
you.It might not be financial
investment but the amount of time a partner like this would need to devote to
developing an artist’s career is usually a full time job.What do you bring to the table other than
your talent?
It’s true –
people who interact with artists a great deal are often jaded (Yes, me
too.Couldn’t you tell?)The failure rate in music and the arts in
general is astounding.If you really
want to get the attention of competent and experienced handlers you have to be
the one to get your career moving on your own.If you make enough noise long enough people will find you.Overnight successes that are examined closely
are very rarely (as in go by lotto tickets instead) a case of someone being
struck by the thunderbolt of fame whilst daydreaming and smoking dope in the
parent’s basement.
What’s the
good news?There are now plenty of sites
that provide information and insight and dozens of tools to help you get your
music heard for low or no cost.This
makes it harder to rise above all of the noise (because everyone with a mic can
be a singer in this day and age) but it is still a viable way to start.
Go find other
artists and build a community.Relationships with your peers when starting out are usually more
valuable than industry relationships.If
you are able to surround yourself with several developing artists who are in
your situation and perhaps even endear yourself to people who have put in a bit
more legwork than you this will help a great deal.Being able to market yourself to the fans of
similar acts is almost the whole name of the game in the beginning so along
those lines – go make friends!
Long story
short (too late?) – before you spend time and effort chasing big league help,
make sure you have maxed out your ability to do everything within your reach to
convert strangers to friends, friends to fans and fans to fans who will
actually purchase your products.If you
do that long enough and well enough even in a small town – industry will find
you.
