This column marks my return to CM. It's good to be back! In my absence, I've been busy. My new book, Music Business Tactics, takes a look at the business of being a musician.
Achieving success as a professional musician involves more than playing or writing well. While you are first and foremost an artist, you must also think of yourself as a business if you hope to make a living in this competitive marketplace. A successful business creates a product or products, identifies a market for those products, and actively promotes its products to the market. Your musical abilities are your products; it is your responsibility to make sure your products are marketable and marketed. This is the business of being a musician.
Consider the following:
* Your product line must be excellent; no amount of marketing makes up for mediocrity.
* Your products must constantly be "new and improved!" If you stop growing as a musician, you become stale.
* Your products must be unique; you need to distinguish yourself from the competition.
* The greatest product in the world can languish on the shelf if it is not promoted properly.
* The packaging of the product affects people's perception of its worth and value.
The Eight Ps
Music Business Tactics is organized in eight sections, each beginning with the letter "P". Minding your P's will lead to success in all facets of your life: musical, personal, and business.
Performance: The better the musician you are and the more musical "hats" you wear, the greater the chance that there will be a gig for you tomorrow. Every day, strive to become a more accomplished and versatile musician; if you are not practicing, someone else is. Play your best on every gig; you never know who is listening!
Personality: Managing your relationships with your colleagues is at least as important as your musical ability. If people like you, they are more likely to hire you. Be interested and interesting. Respect others and they will respect you.
Punctuality: Managing your time, showing up on time, and responding in a timely manner are crucial elements of the musical business plan. Return messages promptly, show up early for the gig, and don't waste time watching TV when you should be practicing!
Presentation: A well-dressed person commands respect. On stage, it is even more important. Improving your appearance will improve your success rate. Look like you mean business.
Promotion: It's not good enough to be an excellent musician; others have to be made aware of your abilities. Learn how to promote yourself. Hire a photographer. Learn how to write an effective bio. Build a mailing list. Put together a killer website. Show yourself in the best possible light.
Preserving For Posterity: Recording your music preserves it for posterity. Marketing it properly can lead to prosperity. While it is easier than ever to make a good recording, it is also just as easy to make a bad one. Make sure the details involved with recording your music don't distract you from the true purpose: making a musical statement and capturing you at your best.
When it comes to marketing your recordings, we are in the midst of a shifting tide. Whether digital music reproduction represents a threat or a golden opportunity for the musician, burying your head in the sand or pining for the "old days" is not the answer. Stay abreast of current developments, and figure out how to use technology to your advantage.
Pennies: Take care of your pennies, and the dollars take care of themselves. Managing your money is an essential component of any business plan. Learn what expenses are tax-deductible, and keep accurate records. Strive to increase your avenues of income, and be ready to adapt to changing musical landscapes. Be prepared to supplement your playing income, one way or the other.
Passing It On: Teaching is good for the soul. It can also be good for the pocketbook. Passing on what you've learned is cathartic, and will make you a better musician. Teaching is a good way for a musician to earn extra income; however, that should never be the primary motivation. It's too much work to do it for the money!
[Author Affiliation]
Chase Sanborn is a jazz trumpet player and teacher based in Toronto. He is a member of the jazz faculty at the University of Toronto and a Yamaha artist. Books by Chase Sanborn include Jazz Tactics, Brass Tactics, Tuning Tactics, and Music Business Tactics. www.chasesanborn.com.
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