Category: Business Advice

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VIDEO: A beginner’s guide to music conferences

music conferences, music conference, music events

Music conferences can break artists and change careers, but only if attendees are prepared for the event.

There is nothing like a great music conference. For one or more days, aspiring professionals and rising artists alike come together to discuss the latest trends and developments in the industry. There’s often a lot of live music as well, and the performances on display can attract the attention of gatekeepers from the world of entertainment.

That said, no conference attendance is guaranteed to change someone’s career. The factors that dictate the value of attending a music conference are many, but there are steps individuals can take to position themselves (or their group) for success. In this video, Music Biz host James Shotwell breaks down what music conferences are, how to prepare for them, and where you can catch him speaking in 2019.

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The importance of brand consistency in music

Your music is your business.

You might not rely on music to pay your bills, but I am willing to wager that a part of you hopes will one day provide for your needs. The fact you even consider this as a possibility should make it clear that your music is a business. Your name – be it your own or that of your group – is your brand, and your product is a mixture of music and live performance.

The term ‘brand consistency’ refers to any attempt to communicate messages in a way which doesn’t detract or wander away from the core brand strategy, values and foundation. In other words, brand consistency is all about being yourself in everything that you do so that consumers know who you are, what you produce, and what your work is all about.

To be clear, brand consistency is much deeper than remembering to use the same logo with proper Pantone color over and over again. These things are helpful, but brand consistency is an ever-evolving process that pulls consumers into your narrative and makes them feel as if they are a part of your personal journey. From your music to the photos you choose to promote your every move, and everything in between, your message and focus needs to be clear.

Without brand consistency, consumers will lose sight of the message you are trying to convey, which in turn will cause them to lose interest. If they cannot understand what you are trying to do, they will find it hard to trust your future output, thus making it increasingly hard to convert listeners to supporters.

The biggest acts of today, be it Drake or Twenty One Pilots, have impeccable brand consistency. Everything these artists release relates back to the messages they are trying to convey, and in many cases further, a narrative that the artist has been developing for the majority – if not all – of their career.

Every artist and band should establish a brand and a guideline for maintaining it as soon as possible. These efforts should include instructions on how to use all your branding tools (name, logo, typeface, photos, color palettes, etc.). Being specific is key. Know exactly how you want to be presented and find clear ways to communicate that to anyone who works with you moving forward. This includes publicists, booking agents, promoters, etc.

If you are unsure of what your brand is or what people expect from your music, do not be afraid to turn to your fans for answers. Their response may not be uniform, but it will shed light on what elements of your current output are resonating most with your audience. Embrace those things, further emphasize them, and plot your next moves with that knowledge in mind.

For help marketing your new and unreleased music to the industry at large while staying on brand, consider using Haulix for your promotional distribution needs. Haulix offers customizable promo pages and email invitations no competitor can rival. Sign up now for a free one-month trial.

J

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What you should do while everyone else is at SXSW

The biggest music festival and conference in the world, SXSW, is happening right now in Texas, but you don’t have to be there to get ahead this week.

SXSW Music starts today, and if you’re reading this, I’m going to assume that you are not in attendance. Haulix has traveled to Austin for this amazing week of shows and networking before, but this year we are staying home and working hard to develop the next era of our company. It was a tough decision, as it is every year, but we saw this week of chaos in Texas as an opportunity for us to get ahead while the vast majority of the industry was distracted with the madness that is Sixth Street.

The same is true for you. Every year we hear from professionals and those looking for work about how they wish they could be attending SXSW. The event has done such a good job positioning itself as a cornerstone in the industry that anyone who isn’t attending can fall prey to thinking they are missing out on something that could be life-changing. Whether or not that is indeed the case is another point altogether, but you have to appreciate the power of good marketing.

If you did not go to SXSW, then you should consider this week a gift from the Gods of the music business. This industry never shuts down, but for the next few days things will be slower than usual, and that provides you with a rare opportunity to focus on self-improvement rather than the minute-to-minute developments of the music business as a whole. Once the event ends, promotion for summer kicks into high gear, and after that we will all be focused on the fall until things slow down once more in December.

With that in mind, here are some suggestions of things you should do while everyone else is away at SXSW:

1. Your brand needs work. No, seriously, It needs work.

Whether you’re searching for a job or trying to get the attention of an A&R rep, you currently have a set of tools and resources you use to distribute your information. No matter how good your brand is, it can always be better. Review your promotional materials, cut unnecessary fluff, your designs, and make sure every word represents you the way you want to appear to others.

2. While everyone is scrambling to make it to the next big name showcase or catch a specific panel, you are free to discover and learn at your own speed.

Austin has a dizzying amount of options at any hour of the day, leaving most to scramble from event to event, often while consuming alcohol and binging on food that is far from healthy. That is not the case for you. Time is on your side this week, and without the rigid scheduling of SXSW to hold you back there is no limit to what you can see, do, or otherwise accomplish. Dig into research for your next big interview, listen to that growing pile of promo invitations in your inbox, or catch a documentary you’ve been putting off for the last few weeks. Stay busy, but know you’re not under the same pressure to perform that you feel every other week.

3. All those projects and tasks you have been pushing off to the side? Now is the time. Clear your to-do list.

Trying to find a full time career or record deal is hard enough without also trying to handle all the other responsibilities that come with being a music industry professional, let alone being a fully-functional adult as well. Between things you need to do to survive, the things you need to do to get ahead, and the things you want to do before your far too limited amount of time on this planet is up, life can often be overwhelming. With a large portion of the industry at SXSW this week you should feel free to take a little time for yourself as well. Catch up on the stuff that really matters. Not just for work, but for your own happiness and well being. There will be another week of industry madness in just 9 sleeps.

4. There is ample entertainment to keep you going, and you don’t have to wait in any line to enjoy it.

The beauty of SXSW in 2019 is that the vast majority of important events that take place in Austin will be broadcast online or uploaded within hours of completion. There will be tweets, Facebook Live feeds, Instagram stories, and a wide array of similar social media content available in real time. You have the best seat in Texas, and you are not even there. Take in the panels, pausing as needed for notes, and don’t be afraid to kick back while streaming a set or two after your work is finished. Just because you’re trying to get ahead does not mean you cannot have a little fun after the work is done.

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The best (and worst) times to post on Facebook in 2019

Though its popularity among young consumers has waned in recent years, Facebook welcomes more than 2 billion monthly users.

The music industry loves to complain about Facebook. The social media juggernaut boasts more monthly users than any other service, but algorithmic changes made in recent years have severely limited organic post reach. So much so in fact that many believe the only way to ensure fans see their content is to pay for increased exposure (to people who already asked to see your content).

There may be some truth to that. Organic reach is undoubtedly down, but there are still tricks users can implement to help posts get in front of their fans without spending any money. It’s all a matter of timing, and thanks to the team at ShareLov we now know the best times to post text and video content to Facebook in 2019. Check it out:


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10 Music podcasts every aspiring professional should hear

Whether you dream of standing on stage in front of thousands or working with the biggest stars of tomorrow, these podcasts will give you a leg up in the music business.

We’ve talked a lot about podcasts on our blog as of late, and for a good reason. The audience for podcasts is booming, and the content being created by brilliant minds from around the world is second to none. For no cost whatsoever, anyone can tune into a podcast and learn something about topics that interest them, laugh with the biggest names in entertainment, or lose themselves in a completely irreverent conversation about nothing shared between close friends.

Competition in music is fiercer than ever, which means the professionals of tomorrow need to take advantage of every opportunity for education they are able to right now in order to surpass their peers. Thankfully, aspiring musicians and business folk alike no longer need a college degree to learn about the realities or working in music or the work required to succeed. There are tons of podcasts covering those same subject for free with new episodes released weekly, and many feature guests that help to create a more fully-realized picture of life in the entertainment industry today.

Finding the show you enjoy the most that best meets your needs and interests is an individual journey, but we can help get you started. Out of the numerous music podcasts in existence today, the following shows are guaranteed to entertain and educate you on a regular basis. Check it out:

Inside Music

Subscribe: SoundCloud / iTunes

Mentioning our podcast may be a bit silly, but the show itself is quite serious. Inside Music focuses on the daily lives of people currently working in the music business. Each week, a musician or someone who works with artists shares their journey to success and the lessons they’ve learned along the way. There is also a lot of storytelling, as well as discussions around emerging trends within the industry that could very well shape our future.

Lead Singer Syndrome

Subscribe: Official website

What does it take to front a band? Hosted by Silverstein vocalist Shane Told, Lead Singer Syndrome seeks to answer that question through a series of interviews with vocalists from the world of alternative rock and metal. Told’s experience on the road allows him to relate to anyone who guests, which in turn creates a space for deep conversations to occur in a relatively small amount of time. Artists open up to other artists in ways they otherwise might not, and when that happens, there is no better insight into the realities of music anywhere on Earth.

The Six-Minute Music Business Podcast

Subscribe: iTunes

Don’t have time to dedicate an hour or more every week to a podcast? Wade Sutton and Rocket To The Stars have a solution. The Six-Minute Music Business Podcast delivers an industry education in bite-sized chunks without skimping on facts or entertainment. With episodes posted multiple times a week, listeners can quickly learn to navigate various realms of the music business while running errands, driving to work, or walking the dog. It’s everything you need to know delivered in an easily digestible manner.

DIY Musician Podcast

Subscribe: iTunes

CDBaby is known around the world for its role in distribution, but the company’s official podcast has established its own integral role in the lives of artists everywhere. Each week, the CDBaby team tackles issues facing musicians today with wit and knowledge to spare. Topics range from ‘twenty-five ways you’re sabotaging your career’ to ‘how to tour Europe without a booking agent or label.’ They even take listener questions!

The Music Industry Blueprint Podcast

Subscribe: iTunes

Many artists will hate to read this, but your music is a business. Rick Barker is the President and CEO of the Music Industry Blueprint in Nashville, TN. He is a manager, entrepreneur, author, and consultant focusing on the recent changes in the music business. Each week, Rick helps musicians learn to see their music as a business so that they can better navigate the record industry and position themselves for a successful career.

Song Exploder

Subscribe: iTunes

How do you make a hit song? Is it the lyrics? The melody? The production?

If you’ve ever asked this question, Song Exploder is for you. Each week, the show highlights a different artist and picks apart one of their most successful tracks to understand why people can’t get enough. It’s the kind of deep dive into the craft of songwriting and music production that was largely impossible to achieve in a time before podcasts. Aspiring musicians can use this show to improve their songwriting, while rising professionals can learn what grabs the attention of increasingly distracted consumers and why. Everybody wins!

Manage Mental

Subscribe: iTunes

The only thing harder than making it as a musician in the entertainment business is having the mental strength to manage talented people without losing your mind. Manage Mental brings together two experienced artist managers and music industry professionals who share their insight into the business of music, as well as offer advice on how to keep cool and succeed in artist management.

Break The Business

Subscribe: Official website

A show for indie artists, the people who work with them, and the fans who support them. Break The Business welcomes a wide variety of industry talent to discuss their work, their aspirations, and their experiences navigating the tricky terrain of entertainment. Most episodes run under thirty-minutes, which makes the show an ideal companion for walking to class or driving to work. As a bonus, you can hear the Haulix team discussing what we do best!

100 Words or Less

Subscribe: iTunes

Ray Harkins knows how to make people talk. For the better part of half a decade, Harkins has used 100 Words Or Less to speak with some of the most influential names in alternative music of all-time. His gift for conversation has allowed Ray to help artists open up about their struggles and uncertainties, as well as their successes, in a way no one else can achieve. He’s the Marc Maron of the alternative underground, and his show should be considered required listening for anyone passionate about music.

Stereo Confidential

Subscribe: iTunes

A newer show, Stereo Confidential goes deep into the work required to create an album or catalog that stands the test of time. By focusing on one artist or release per week, the hosts of the show are able to uncover the contributing factors in a record’s success, as well as little known facts that help listeners hear music in a new way. The show’s recent series on the band Copeland is particularly inspired. Don’t miss out.

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‘Hustle Harder’ is bad advice. Here’s why:

One of the internet’s most popular phrases, ‘Hustler Harder’ is a recipe for disaster, depression, and feelings of inadequacy.

Read a motivational blog, any motivational blog, and you’re bound to see the word ‘hustle’ used as if it were going out of style. People will tell you to hustle every day, hustle nonstop, always be on your hustle, etc. But what does this really mean, and what – if anything – will hustling every day really do for your career?

I take issue with the idea we should always be hustling for a few reasons. For starters, not everyone knows how to hustle. People often confuse hustling with merely getting your work done, or doing whatever you think needs to be done to get ahead. That may be true in some cases, but the hustling as an idea is a bit broader in its definition. Hustling refers to being smarter than those you’re competing against to get ahead. This goes beyond working hard for long hours. In fact, you don’t even need to do those things to truly hustle. Lots of people get ahead by doing less than their peers, and that is its own form of hustling.

Secondly, hustling every day never guarantees success. A person with a terrible voice can practice singing every day for the rest of their lives and never be half as good as the least successful major label artist. Likewise, I can hit the gym every day and never gain enough muscle to be a linebacker in the NFL. Just because I want something and work diligently towards achieving it does not mean that goal will one day be realized. It makes it more likely, sure, but that’s about it.

Third, and most importantly, some hustles are actually detrimental to your personal development. Some people spend years of their lives working toward something that is never going to happen and in the process make great sacrifices that they later regret. To understand whether or not this is happening an individual needs to disengage from their hustle and take stock of their life. They need to possess the power to step back, examine what does and does not work, then adjust their path in life accordingly. When someone hustles hard every single day, 24/7, the opportunity for reflection is lost. By the time people do think to look up, time and life have often passed them by.

Very few people hustle hard every day and achieve their goals. The vast majority hustle hard for longer than they should and realize they missed their chance to pursue their passion. Worse yet, many often miss out on experiences with family and friends because of their dedication to the idea of hustling hard.

Those who hustle hard will inevitably burn out. Don’t hustle harder, Hustle smarter, and by that I mean constantly evaluate your situation and what you need to do to create the life you aspire to experience. Examine the world around you and ask yourself if you are really leading to the life you want. If the answer is no, adjust your trajectory and keeping moving. Then do so again and again periodically for the rest of your life.

A great hustle is just one part of the recipe for success. Other elements include talent, networking skills, and general likability. Do you really think the hardest working person always gets the job over the person people like the most, or that those who are naturally gifted in a particular field do not rise through the ranks faster than those who have to work on their talent? The idea that hustling hard will eventually give you what you want only applies in a world where things are fair and trust me – this life is not fair.

Don’t hustle to hustle, don’t work hard just to say you drove yourself to the point of mental exhaustion, and don’t place work over people. You may never get where you hope to go, but you can still enjoy the journey.

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How media sites inflate traffic stats and why it never works out

Sites raise money and gain access based on traffic, but the numbers can be deceiving.

The beginning of 2019 has been hard on writers and creatives at a number of the web’s most recognizable sites. Between recent cuts at Buzzfeed and Vice, not to mention a number of smaller publications, estimates show at least 2,000 people lost jobs in media over the past six weeks. Some analysts are referring to these losses as a ‘bloodbath,’ and many expect more downsizing announcements in the near future.

The explanations for the cuts run the gamut from restructuring to cost-cutting. Either way, traffic most likely played a role. Everything related to online media companies boils down to traffic, especially for businesses who rely on outside investors to keep their properties afloat.

To gauge traffic, most investors and industry analysts rely on ComScore, a company dedicated to measuring media online. Faking a score in their system is practically impossible, but some forward-thinking media conglomerates have found a way to game the service’s measurements, at least in the short term, to raise their value.

As Tim Pool explains in the video above, digital media companies adjust their traffic and engagement by acquiring clickbait-heavy platforms and folding that audience into their brand. Here’s an example of the kind of articles these sites generate, which you’ve probably seen promoted at the bottom of articles on numerous media sites:

Articles like these offer little information, but boost engagement by requiring numerous clicks to view their content in full.

Between the clicks and added traffic, media companies can boast big numbers for their community of sites without having to show the performance of individual publications. Big numbers attract big investors, and investments keep the lights on.

Believe it or not, there is nothing illegal about this approach to promotion. The numbers are legitimate. The deception lies in how sites describe what pulls in readers. Here’s an example:

Let’s say a media conglomerate buys a clickbait-heavy site to boost its numbers. The conglomerate may claim their audience turns to them for news and essays on culture when in reality their audience is driven by articles like, ’25 celebrities who had plastic surgery.’ The investors would need to sift through the data for all sites to determine whether or not the company is lying, which requires time and money most do not want to sacrifice.

Over time, however, the truth about most sites comes out. Whether through internal investigations or a drop in traffic that the conglomerate cannot explain away, investors and readers inevitably see through the deception of inflated numbers. Even if they don’t, a number of services have emerged in recent years that can separate real and fake engagement into easy to read reports that anyone can follow.

The cuts we are seeing in media right now are bound to continue unless this trend changes. The problem is that few, if any sites have found a way to generate a committed audience large enough to draw the investment capital needed to build a media empire through legitimate means. When Facebook boasts a potential audience in the billions, what incentives do investors or advertisers have to work with sites whose monthly audience lies in the hundreds of thousands, or even millions?

But there is a catch-22 to the entire affair that will inevitably need to be addressed. Facebook and similar social media platforms are the primary way people consume news and media, but those services rely on countless third-party publishers to create the content users click. Without investors and ad sales, those publishers will go under, which will leave social media giants to generate news and content on their own.

Something has to give. The only questions are, what will it be and when will it happen?

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VIDEO: How PROs process split sheets

Process sheets are the most important part of any collaboration. Do you know how they work?

The vast majority of musicians rely on their knowledge and wits, or that or their managers, to navigate the music industry. That approach is good at first, but as your level of success begins to rise it’s always smart to surround yourself with people who may be better versed in the more complicated areas of the business. For example, songwriting credits and royalties.

You don’t have to follow industry news closely to know there have been many lawsuits involving artists and their teams where disputes boil down to who gets paid and how much they get paid for a song or record. While some of those cases are the result of shady business practices, others come to pass because the people involved at the point of creation were not fully aware of how Performance Rights Organizations (or PROs) calculate payouts.

As SonicBids explains, a publishing split sheet (often simply referred to as a split sheet) is a document that states who wrote what percentage of the song(s) recorded by a band or artist. A split sheet should be created for every song you write, before ever shopping it to a third party to be published commercially.

We recognize that many artists hate to think of music as a business, but those make a career out of music do so because they treat it as a business. Take a few minutes today to learn how split sheets work to ensure you get paid what you are owed for all future creations:

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VIDEO: The marketing genius of Heart Attack Man

Marketing is key to success in the music business today, but what kind of marketing actually works?

Heart Attack Man is a fast-rising band from Cleveland, Ohio who is currently signed to Triple Crown Records. The group has seen significant growth over the last year, thanks in large part to an original approach to social media that has helped them reach an audience who they would otherwise miss.

In this video, host James Shotwell breaks down Heart Attack Man’s approach to marketing and explains how you can apply similar tactics to your future promotional campaigns. You don’t have to be punk, or even play an instrument, to learn from this exciting group’s unique approach to engaging their audience.

The members of Heart Attack Man will release their Sophomore album, Fake Blood, later this year.

Additional episodes of Music Biz 101 will be available soon. Subscribe to our channel on YouTube for updates!

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