Break It Down:
There are three areas that musicians have to focus on: their music, their business and their brand. Every issue they’re going to have in their career falls under one of those umbrellas. It can be overwhelming, but if you break it down you can find pieces that you can shape and mold. Become more practical in how you approach your career. I’m a believer in using the music that’s in your gut. Start with that and then find a way to shape and mold it to where people want to consume it.
Getting Serious:
The business piece is where I come in. You’ve created a song—it’s not just a record, it’s intellectual property. What are the different pieces? If you’ve got partners in a band, we need a partnership agreement, which nobody likes. That’s the business piece—this is now not just your craft. This is about the business of your craft.
Branding:
What does your brand mean? What’s the experience your brand conveys? What are the strategic alliances that make sense for you? How are you connecting with your consumer? You don’t have to have your music reach the entire world in order to be successful. Someone has to consume it, someone has to invest in it, somebody has to believe in it. What are you doing to create that experience? Write out your goals, visions and to-do lists.
Lemons vs. Lemonade:
I’m reading the Clive Davis book he wrote in 1976. I’ve always looked at Davis as someone who started as a lawyer and became an icon. When he went to Columbia Records, he was dealing with the same issues we’re dealing with now. He was a lawyer, not a music guy, but he studied the industry and the trends. That’s inspirational, because it says to me this can be figured out and I want be at the forefront of figuring it out.
That’s another thing I love about where we are—you can’t tell me the ideas I have are right or wrong. Nobody knows. It sucks that we don’t have a machine you can plug your music into and know exactly how you’re going to get paid, but you’ve got an opportunity to break ground. It’s not going to be easy, but if you study the history and try to have some insight as to where we’re going, be creative and innovative, you can do this and do it well. You’ve got to put on a couple different hats and roll up your sleeves. The people who are willing to do that will get the reward.
Contact Dos:
Provide me with a link of something that showcases who you are musically. There isn’t a client I have where I don’t know the music. Knowing the music helps me figure out the conversation I need to have. Also, it gives me a picture of the brand you’re building, the direction you’re going. Leave your name, a callback number and the nature of your call, whether you’re looking to have a consultation or a particular deal.
Legacy:
I love music way too much to be passive. How am I contributing? This program is one of those ways. People are learning and utilizing the information. It’s going to make the music space much healthier. Fifty years from now, I want people to think of Clive Davis, Quincy Jones and Evita Kaigler. That’s the goal, so I’ve got a lot of work to do.
