Page 84 - ION Indie Magazine MayJune 2019
P. 84
One of the most frequent questions I am asked - They are counting on the artist not having a clue
- besides “Can you grant me world about the business of music. They also know that
domination…and be quick about it?” – is “What these same artists are probably looking for
does an artist actually NEED to position guidance and leadership. Thus, they roll out a
themselves for success?” And along with that menu of various “services” and “packages” that
line of questioning, artists often inquire about supposedly will position the artist for success.
what investments they should be making for Again, the question is: what do I actually need?
which they’ll receive a ROI, a return on Which of these is a good investment?
investment? Note that I use business language?
That is because music is a serious business! The fact of the matter is, eventually, ALL artists
will have to look outside of themselves for career
People enter the music realm for a variety of support. Becoming a good steward of your
reasons. Some do it to satisfy their creative urges career is essential. And part of that process is
and for the pure enjoyment of playing music -- understanding how to qualify the various
and there’s no shame in that game. And then businesses or people who are offering services.
there are the “weekend warriors” who have a 9- Google is your friend! Do a search. As I work in
5 and are probably raising a family and they gig the music industry, I check “Mugshots” first. Very
locally on the weekends for a little side money. true. However, for the purposes of this article, I
Music is not their means of support, but they feel will cut through all of the hype and share with
driven to play, so they do. Again, if this defines you with drop-dead assurance, what every artist
“success in music” for them, they’ve arrived! absolutely NEEDS to have in their arsenal to
However, if your goal is to not only create music position themselves for success. Some of these
but to make enough money to sustain you, then are immediate, some are an eventuality; ALL are
you will soon discover that the industry is a necessary. They are the following:
slippery slope indeed. The phrase “one step
forward, two back” would apply here. And along BAND NAME
the way, you will encounter a plethora of people The name of your band or project is a personal
and platforms who will tout that they can “take choice. Sometimes, the name defines who you
your career to the next level.” Like anything else are – other times, it means absolutely nothing
in life, there is good and there is bad. And then, (ode to band name generators), but the name
there is also the spawn of Satan…those sounds cool and rolls off the tongue or is a clever
insidiously slimy scammers that couldn’t take alliteration. I don’t think there’s a “rule” per se
your career to McDonald's and net a free Happy for selecting a band name, but I can speak from
Meal toy. Oh, but wait…there’s MORE…they also a publicist’s standpoint. Avoid offensive or
want to charge you for the privilege of doing controversial names and stay away from l-o-n-g
nothing. IOW, they want you to PAY them to drawn-out names as they make it difficult for
decimate your career (and wallet). logos and signage. In the process of choosing
your band name, do your research and be sure
In this current music arena, which is a far cry from it’s not already taken. There’s nothing worse than
what the industry was 20 years ago, music is establishing your band (and your brand) and
greatly devalued. Actual talent isn’t even a then having to change your name due to a
requirement. You can turn on the radio to readily conflict with another band. And there’s no bigger
confirm this. Record deals (the actual relevant buzz-kill than a “Cease and Desist” notice.
ones) are few and far between. Remember, just BRANDING/GENRE IDENTITY
because someone SAYS they are a record label, Know who you are and define your genre! People
doesn’t mean they are one! Many are just will always want to put you in a “box” of sorts,
another artist platform that will park you in their and while some rebel from this notion, for the
stable and then try to sell you useless crap. And purposes of placing you on the right rosters and
then there are the so-called career-enhancing to acquire radio airplay, your music requires
artist platforms that are springing up every day, definition.
preying on artists’ hopes, dreams, and yes, even
desperation.
