The surprise hit show of 2020 offers a hilarious and honest look at the struggles new artists face when trying to excel in the music business.
Coronavirus has forced the majority of Americans indoors, and many are choosing to spend their time binging as much content as possible. That scenario, while largely bad, is giving new television programs and movies a chance to be seen, and the show winning over the masses more than any other right now is the FXX original, Dave.
Dave is all about Lil Dicky, the creator, writer, editor, and star of the series. Lil Dicky is a successful rapper whose level of fame and recognition often baffles people both inside and outside of the music business. Dave details a fictional version of Lil Dicky’s rise to success, as well as the struggles he encounters along the way. It’s a grounded, yet hilarious look at the entertainment business that speaks to the reality of trying to quote/unquote “make it” in 2020.
In addition to laughs, Dave also offers a lot of good advice to young musicians. Every hurdle the characters encounter is similar to the real problems artists from every genre faces in the music industry today. There are episodes dedicated to confidence, team building, label negotiations, and feelings of inadequacy. The show even dares to mental health, and how the stigma around it can hinder even the most creative people from living an otherwise normal life. It’s so accurate, in fact, that we made a video essay exploring the lessons viewers can learn:
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There is a lot of great advice on succeeding in the music industry, but there are a lot of lies as well. Let’s take a moment to separate fact from fiction before someone steers your career in the wrong direction.
The only thing the music industry has more of than artists is people who think they can help artists succeed. We choose to believe anyone offering advice is doing so because they genuinely want to help others. After all, why would someone purposefully offer lousy advice that could be detrimental to another person’s career?
The problem with offering advice, especially in an industry like music, is how rare any path to success works more than once. Artistic pursuits are built mainly on originality and creativity, which is why artists who become game-changing superstars are so rare. Not everyone has a clear vision for their career, and far less possess the unbreakable spirit needed to risk everything long enough to establish themselves as an undeniable talent. There is a reason we only have one Taylor Swift, one Kiss, and one Elton John. All three are examples of talented musicians that blazed a path entirely their own that has been repeated countless times by gifted people who never took the extra step needed to separate themselves from the rest of those following the lead of those who came before.
Our goal with this blog has always been to keep things as simple as possible. We would never advise you to copy another artist’s career because the likelihood that lightning strikes twice is incredibly low. We choose to focus on establishing a foundation for success with essential marketing and business knowledge in the hope it empowers your creative expression. We cannot make you a star, and anyone who is claiming they can is most likely selling you a lie.
With that in mind, here are three common lies sold to musicians on the rise all around the world. These ideas are discussed at conferences, on podcasts, and through blogs (un)like this one regularly, which is why so many foolishly believe they offer some magical solution to becoming a star. But trust us: No such magic exists.
“All you need is one great song.”
When people originally started telling artists that they only needed one great song, they were probably telling the truth. Before computers and the internet empowered anyone with a melody in their head to quickly release music, one great song could land you a record deal and number one single. If that single sold well, the success of your one great song could propel you into the music hierarchy long enough to make a little money, buy a house, and more or less sustain yourself until people came to their senses. The 1980s and 1990s were filled with musicians who blew up from a single song and never duplicated their success, but those instances became far less frequent with the rise of internet culture.
These days, one great song is all you needed to get started. One great song can turn heads and raise awareness for your music, but it is rarely enough to make you a star. Even Lil Nas X, who came out of nowhere with “Old Town Road” in 2019, needed several remixes of his hit to propel the song to its record-breaking streaks atop the Billboard charts. He also followed that song with “Panini,” which also performed incredibly well (aided, at least in part, by its own series of high-profile remixes).
The reason one great song isn’t enough is due to the marketplace. There is so much music being released all the time by artists from every corner of the planet that one song very rarely can establish a career. There will always be outliers, of course, but believing your song will make you one of the exceptions to the rule is a recipe for disaster. You need more than one great song. It would be best if you as had as many great songs as you can possibly write.
“You need to be on every social media platform.”
We have written extensively about the problems social media can create for artists. Social media is a time-consuming monster that must be fed frequently with original thoughts and ideas that may or may not convince someone to follow you. In the event you do earn a new follower, there is still no promise that an individual will become a financial supporter of your music or even become a fan of your creative output.
Experimenting with social media is the best method of participation. Launch accounts on any platforms that interest, but do not allow yourself to believe existing on social media is a necessity. The only place you need to be is where your fans already are, and the only people you need to worry about entertaining are the people already invested in your music. If you can get your current fans to engage with your tweets, new followers and fans will come in time. If your fans aren’t present or don’t participate, then getting people unfamiliar with your work will be incredibly difficult.
If something doesn’t work, delete your account and move on. You don’t have the time to be creating content for platforms that do not help your bottom line.
“You need to tour.”
Let’s get one thing straight: You don’t need to do anything that doesn’t make sense for your career. If you prefer releasing singles, then you shouldn’t worry about creating an album. If you prefer to record every instrument yourself with the help of a laptop, then you shouldn’t worry about building a band. If you have no interest in touring or it doesn’t make sense financially to hit the road, then you have no obligation to do so.
Will your fans always love your choices? Probably not. Will they respect you for taking care of yourself and consistently engaging with them, however, you are able? Absolutely.
Touring can be incredibly lucrative. Touring can also create a lot of debt. Make sure going on the road is right for you before you begin booking shows. If the numbers don’t add up or you don’t feel ready for it, then you have no obligation to tour.
Never let anyone tell you there is only one way to succeed. There are countless ways to excel in the music business, including numerous methods that have yet to be discovered. The best path anyone can take is the one that makes the most sense to them. That way, even if things don’t work out, you did things your way, and that’s more than many creatives can claim.
With the year coming to an end, it is time to take stock of where we’ve been and where we plan on going.
Most days it is hard to believe that 2019 is almost over. In roughly six weeks, people everywhere will be gathering to celebrate the start of 2020. There will be parties held and promises made, all of which hinge on our awareness that time marches on whether or not we are prepared for what comes next. The best we can do is to position ourselves for success, which is what you need to do in the days and weeks ahead.
We live in exciting times. There is so much happening at any moment that it is all anyone can do to try and be present. If you take your eye off whatever you’re doing right now to reflect or plan you’re likely to miss the next opportunity that presents itself. Thankfully, the end of the year signals a slowdown in music that gives people at every level of the business a chance to take stock of their lives.
There are three things every musician should do before the years ends, but before we get there, consider this: Are you happy? Is the work you’re doing, including everything that has happened over the last year, making you smile? Is the path your on in line with your dreams? If the answer is yes, great! Keep on keeping on. If the answer is no, then consider this moment the perfect time to make a change. Don’t allow yourself to enter another year living a life that doesn’t reflect your values or interests. We only have a limited time on this planet, and you owe it to yourself to do everything your heart desires. Don’t push off being your true self any longer. Be the real you to the fullest extent possible.
After you do that, do these things as well:
Take time to appreciate your journey.
With so much happening all the time most people rarely take the opportunity to reflect on their journey. A lot has transpired over the last year, probably much more than you realize, and it’s important to set aside time for reflection. Maybe you did not accomplish everything you hoped for, but you no doubt did a lot. Maybe you played shows in places you’ve never been or wrote a song about something you never thought you’d share. Maybe you wrote a single lyric that made you feel like your truest self was being expressed. Whatever the case, take some time before the year ends to appreciate the work you’ve done. The life you are living now was once a dream that felt out of reach. Don’t forget that.
Show appreciation to those that support your dream.
No one is an island. Your success is the direct result of other people caring about you and your creativity. Every listener, concert attendee, and person who responded to an email has helped shape the career you have today. Before entering 2020, reach out to those who made an impact on your career to show your appreciation. Make them feel as special as their support has made you feel however you are able. If you can send notes or cards or gifts, do so. If you want to post a blog that recounts some of the more memorable experiences you’ve had receiving help from others, do that. Go above and beyond to show how grateful you are for the support you have received because there are many who would do anything for the following you have right now.
Make a (reasonable) plan for the new year.
The goal of every artist is to do something new and exciting with each passing year. The best way to position yourself for success in 2020 is to enter it with a plan already in place. Set reasonable goals for yourself that play into your strengths. If you wrote two good songs this year, consider planning to release an EP in the new year rather than two full-length albums. If you played two shows this year and want to play more, try making plans for a short tour instead of a month-long trek across the country. Set your sights on achievable goals that won’t feel too great to tackle when it comes time to work.
Furthermore, once you have a few goals in mind, create checkpoints in your calendar to help keep yourself on track. If you want to tour for a week in the summer, set aside time every other week where you work on building connections and pitching venues. If you want to record, set aside time weekly to work on your material.
Small accomplishments can easily lead to major accomplishments, but trying to do too much without a plan is a recipe for disaster. Take your time, trust yourself, and commit to seeing things through. If you can do that, which may be a bigger ‘if’ then you realize, then you will already be ahead of the competition.
Every artist has a unique journey to success in the music industry, but they should all start with the same goal.
Now is the best time ever to start a music career. The opportunities for exposure and success are at an all-time high, and virtually everyone can begin making money for their creative output as soon as it’s uploaded to the internet. Artists have never been as empowered to express themselves as they are right now, and that has made music as a whole far more interesting.
But regardless of who you are and the kind of music you seek to create, the goal of every musician starting today should be the same: Growth.
Jesse Cannon, music producer and author of numerous books geared at helping musicians succeed, says all new artists should prioritize growth until they have at least 20,000 monthly listeners on Spotify.
Why Spotify? If you asked a few years back, Cannon would have said the goal growth on Facebook or Twitter. Online metrics matter significantly in the industry, and having a sizable audience on any platform is a clear sign to the industry at large that people care about what you’re doing.
These days, however, Spotify is the most sought-after platform for strong performance stats. After all, the streaming giant is where digital engagement transforms into money. Every stream on Spotify counts towards an artist’s income. When labels, management, and the like are looking for new talent, Spotify is the place most turn to gauge an artist’s value.
When asked for more information, Cannon said 20,000 was indicative of an artist having “buzz beyond those of us who talk about [music] all day.” Meaning, an artist with a large Spotify following confirms the general public has discovered and taken an interest in their music. There are many artists that critics and industry professionals love who may never reach a following that large, so it’s important — from a business standpoint — to know music consumers are embracing someone.
Cannon further suggested that artists should avoid releasing or working on albums until they hit the 20,000 listener goal. Until that time, Cannon recommends releasing singles regularly. Consistently giving people a new reason to care or give you a chance is a proven tactic for developing an audience. Until people are willing to wait for something that could take a long time to complete, stick with singles as a means of showcasing your talent.
Careers are built on fans. In the age of the internet, engaging with listeners is incredibly easy. You can tweet at people, post to Facebook, share stories on Instagram, create videos for YouTube, and maintain a mailing list, among other things, without spending a dime. Growth on any platform is excellent, but growth on Spotify makes a difference that other digital communities cannot. Focus your efforts, build a community, and in time you will have the audience needed to support a full-time career.
The best advice for avoiding burnout and developing your career requires the least amount of work.
We live in the ‘motivation age.’ Whether it be in books, on podcasts, or plastered throughout social media, there is no shortage of people shouting into the void about maintaining forward momentum. They tell us to sleep eight hours a night, exercise daily, eat clean, and hustle — always hustle.
Want to get your dream job? Hustle. Want to get ahead in your career after landing that great gig? Hustle. Want to have a spouse and a family? Well, you better hustle so hard that you can afford the time away from hustling required to do all those goals that have nothing to do with work.
If you’re working in entertainment today, you have probably spent a Saturday morning or Sunday evening checking emails when you should have been doing something with family and friends. You have likely worked ten or twelve-hour days when you’re only required to do eight. You have chased the approval of superiors to a fault because you fear something bad will happen if you take even one day for yourself.
I have been this person more times than I would like to admit. My partner has been this way, too. We are always struggling to balance work and life outside of work. More often than not, work takes priority.
There is a growing body of scientific evidence that tells us such thinking is bad for our mental and physical health. You can push your brain pretty far, but eventually, your brain starts to push back. The creativity that once flowed like water becomes a slow drip. The spreadsheets that once felt straightforward suddenly feel complicated. What is easy feels exhaustingly difficult.
“There is a lot of research that says we have a limited pool of cognitive resources,” says Allison Gabriel, an assistant professor of management at Virginia Commonwealth University who studies job demands and employee motivation. “When you are constantly draining your resources, you are not being as productive as you can be. If you get depleted, we see performance decline. You’re able to persist less and have trouble solving tasks.”
The law of diminishing returns is a phrase used to refer to a point at which the level of profits or benefits gained is less than the amount of money or energy invested. All humans have this point, and most of us are doing all the wrong things to increase the longevity of our productivity. We do more and more when we should be doing less. We fear asking for time off because we feel to do so is admitting weakness. We tell ourselves we are undeserving of rest because there is more to be done.
Everyone’s story is different. The vacation time afforded to one person may be far greater or less than the next. Whatever your case happens to be, use these steps to get ahead by getting away:
Experience life outside work:
When Scooter Ward of the rock band Cold finished his last album cycle, the legendary musician had the opportunity to record something new. Ward chose instead to take some time to experience life. In an interview on the Inside Music Podcast he explained his decision by recognizing the role everyday life plays in creative pursuits. “My music is inspired by what is happening in my life. You can grind it out on the road or in the studio nonstop, but eventually, all you’re doing is writing music for other musicians stuck in that situation.”
Sometimes people lose sight of why we work. You don’t have a job because it’s the cool thing to do. Careers can be exciting, but they are not (usually) the main source of joy in our lives. People work so that they can afford to spend time with friends, care for a family, and travel the world. Living life without feeling tethered to work is key to our longterm happiness. Don’t lose sight of what really matters.
Take a vacation.
You do not need to visit another country or spend a ton of money to take a vacation. For some, vacations take place in the homes they otherwise never see because they are working around the clock. Others may use time off to try new hobbies. Find what fits your budget, set an away message on emails, and do your best to do as little as possible that puts a strain on your brain.
Set boundaries with your job by setting aside at least one day or evening a week that is work-free.
The wheels of business never stop turning, but you should. You are legally afforded time off. However, it is on you to take full advantage of that allowance. If you do not draw a line with work it will follow you everywhere you go. You should be able to eat dinner without keeping your phone on the table. You should be able to wake up and not immediately check your emails. You have to separate your life from your career because, in time, the job will pass and the business will roll on without you. When that day comes, what will you have left? Will there be people in your life? Animals? Will you have an existence that continues without the tether of work or will you have given your precious time on this planet to help someone make more money?
Take short play breaks during the week.
Sometimes the break your brain needs does not require time off or hours away from your work. Sometimes all you need is five minutes to grab a cup of coffee without checking your phone or go one a walk. If you want to check your social media or play a mobile game, that’s fine too. Take a few moments to yourself whenever you feel brain strain setting in and you will be amazed at how fast you recover.
If you don’t feel like you can take five minutes to do something without checking your work emails or answering a text, please reconsider the boundaries you have set at work. There are very few jobs where every message is a life or death scenario that needs immediate attention. I’m not encouraging you to slack off, but you have to take care of yourself.
Take naps
Finding time to rest in the middle of the day is harder for some than others, but it is a worthwhile affair for all. Carve out time when you’re working through the weekend to decompress on your couch or in your bed. Take thirty minutes to rest and recover. Your body will thank you.
“I have not failed. I've just found 10,000 ways that won't work.” - Thomas Edison
“I have not failed. I’ve just found 10,000 ways that won’t work.” – Thomas Edison
As much as you may like to believe your career in music is infallible, or that you have a gift for songwriting no one will be able to deny, I can guarantee you there will always be days when your best efforts come up short. Failure is an unavoidable byproduct of any creative endeavor, and regardless of what level of fame you reach in this business there will always bad days. The point of continuing to create is not to work towards perfection, but to take into consideration everything that has happened, both good and evil, and apply it to whatever comes next. Art, like life, is a constant progression, and the best you can do is learn how to frame each failure as something other that is ultimately beneficial to your career.
The number of ways you can screw up in music is numerous, and they range from writing a bad single, to performing in such a way that disappoints your fans. We cannot begin to break down every single instance of failure and how it can be viewed as a positive, but we can offer tips to help you deal with any situation where things do not go as planned. The advice that follows may seem fairly obvious to some, but if applied to your next misstep we guarantee growth will occur. It might not be easy, but it will be beneficial to your creativity in the long run, and at the end of the day that is what matters most.
Start with the truth. Accept the situation for what it is, and be prepared to face it head-on.
Everyone has heard that line about how the best-laid plans of mice and men often go awry, and the reason we’ve all heard it is that it’s entirely accurate. You might have written the best song you believe yourself possible of creating, but for one reason or another, it might not connect with listeners. Likewise, you may give what you feel is the performance of a lifetime, only to look at Twitter after the gig and read tweet after tweet complaining about the sound. In times like this it’s incredibly easy to take a defensive stance, but to do so would be an error. Accept that not everyone will experience things the way you do and try to see things from the outsider’s perspective. Be humbled by the fact you received any response at all, as most never do, and ask yourself how you could improve or change what you’re doing in the future.
The key to this step is honesty. It’s okay to say you love something that your fans do no, but do not blame them for not feeling the same. Art is subjective, but if you listen to your audience, you should be able to find a way to do what you want while still playing to their demands. You don’t have to, of course, but most great artists find a way to compromise that satisfies everyone.
Look for the positive, no matter how small it may be.
Let’s say your new album was expected to sell ten thousand copies its first week and only sold fifteen-hundred. That disappointment would be quite a sting, especially from a financial standpoint, but considering the fact that less than 1% of all the albums released in any given year sell more than a thousand copies then you’re still among the most famous musicians in the world. You may not have ten thousand people clamoring to purchase your new album, but fifteen-hundred consumers are indeed nothing to scoff at. There are towns and villages all over the world that have populations far below fifteen-hundred people, and even fewer people outside those communities know they exist. You may not be where you want to be, but you are farther along than most, and that is something you should never take for granted.
The point is, there is also an upside. Your new demo may have gone over worse than Jar Jar Binks, but at least by sharing it with fans, you learned something new about what they expect from you and what they hope to hear from any future material. This knowledge can and should inform future recordings which, in theory, will be received better than whatever came before.
Do not be afraid to take time away from the internet.
We are convinced there are at least two negative comments for every positive one on pretty much every song, video, or think piece posted online. People are far quicker to complain than they are to compliment, especially in a public forum, which is why you should consider taking time away from the constant barrage of commentary social media provides when things take a turn for the worse. If you know the incoming messages are going to be riddled with negativity, there is no reason to wallow in the hurt feelings such commentary can cause. Absorb enough to understand why people are upset, then step away and take time to reflect on how you can improve your efforts in the future. You do not need the internet to do this, and in our opinion, you shouldn’t use it. Stay offline until you have something new to share, and if that doesn’t go over then feel free to take more time away. In fact, take as much time as you need. The internet will still be here when you return.
Whatever you do, keep creating.
No matter how you initially react to failure, you cannot let the ensuing negativity defeat you. Keep producing, always, and do not stop until you decide you are finished. There will still be someone in the world who thinks you are not good enough, but you cannot let the opinions of a select few stop you from expressing yourself through art. Creativity is a gift that is all too rare in this world, and it should be shared at every opportunity. Don’t let the haters win.
Succeeding in the music business is hard work, and the only way to get ahead is by doing everything you can to consistently develop new skills.
The goal of every aspiring professional is to land their dream job and feel secure within it. You could say the same for current professionals as well. Everyone hopes to find something to do for a living that compliments their interests and has the potential to last for many years. No one likes looking for work, and no one wants to go through life feeling as though their job may be taken away from them at a moment’s notice, especially if they’re good at what they do.
Life in the music business is a tricky proposition. On the one hand, finding employment can mean the actualization of dreams that have lived in someone’s soul from a very early age. On the other hand, maintaining a job once employed is never guaranteed. Business come and go in this industry just like trends in music. The label that employs 300 people today could very well find themselves needing only a fraction of that staff in five years time. Consumers dictate which businesses thrive and which companies die. You can be the best at what you do, but if no one is buying or supporting that thing there is a good chance you could soon be looking for work once more.
I tell you this not to discourage you, but to reinforce the need to stay engaged in the industry. If you want to work in music then you have to accept the fact you the hustle really never ends. That doesn’t mean you have to work 24/7, but it does mean you need to be constantly pushing yourself towards bigger and better things. Full-time employment is not enough. Paying your bills is not enough. It’s not about money and it’s not about things. Longterm success in music is about constant personal development, both for yourself and for those around you.
Several years ago the head of publicity at an iconic heavy metal label told me that he challenged himself to develop a new skill every year that would – in some way – aide him in life. The year we spoke he had set to learning video editing, and by the following spring, he was making additional money creating promotional clips and lyric videos for bands of all sizes. He was also creating more interesting content for work, which in turn helped push the label forward.
We apply a similar practice here at Haulix. We invest in the skills our marketing and sales team need, such as public speaking and graphic design. We encourage our programmers to be creative with their designs, make training available to support team members, and hold weekly meetings to discuss the economics of our market with the entire team present. We don’t want our team to understand our business alone, we want them to understand the industry and our role in it, as well as that of all our competitors.
Getting press in music is harder than ever before, but with a few simple steps, you can develop a meaningful relationship with industry gatekeepers.
The competition for attention in music is fierce. Whether you’re seeking to reach consumers directly or trying to get press from genre gatekeepers, there is a countless number of competing talents vying for the same thing at any given moment. Those artists lucky enough to get ahead do so first and foremost because they possess that intangible ‘it’ factor that draws people in, but that alone doesn’t make a career. The only way to continually move forward, both with fans and members of the press, is through engagement.
You can find a million articles about engaging your audience, but far less tell you how to support the members of the press and music community who find time in their busy schedules to promote your work. It’s not hard to do so, but it does take time, and hopefully you will make the decision to engage that content more often after reading this post.
But first, a few hard truths about music journalism and promotion in 2019:
The vast majority of publications are writing less news posts because the traffic those posts receive is declining with each passing year. Most people get their news from artists via social media, which for many makes sharing anything that is not ‘a scoop’ or an otherwise exclusive/cool piece of information a waste of time.
Many publications, especially larger outlets like Rolling Stone, are featuring less new talent now than ever before. The reasons for this are numerous and unique to each site, but one common argument against new music coverage is that it often fails to generate traffic. The lucky few who do receive attention from these outlets earn their appearance by first developing a dedicated following online or creating something that is undeniably special.
The term ‘exclusive’ means very little in 2019. There was a time when exclusivity existed online, but these days, most content can be embedded anywhere in a matter of seconds. What matters most is the information surrounding the content. For example, appearing in Rolling Stone may be a cool thing to brag about, but if a smaller site can offer more compelling writing to accompany your latest creation that site could potentially play a larger role in earning you new fans than RS.
Some sites will say yes to anything. Traffic is king online, and many sites are scrambling to grow their daily readership by any means necessary in hopes they can make a few pennies more from people viewing ads. That desperation leads many to agree to anything pitched their way, which in itself is not a bad thing. Promoting new music from young artists is something to be admired in a time when many don’t make time to do so. However, many sites who agree to everything put very little time into making any one piece of content special.
Writers help artists they like before anyone else. If you’re lucky, someone with influence will discover your music and take an active role in promoting it without being asked. Most artists, however, are not that lucky. You should constantly be following and engaging with writers and publications online, as well as engaging with their content. Make yourself recognizable to them without coming across as someone trying to get something in return. Journalists are inundated with requests all day long, so try to not be another person in a long line of anonymous voices screaming into someone’s inbox for attention. In other words, be a decent human who treats others like they matter.
Got it? Good. Back to the matter at hand.
If you can overcome the immense competition for the media’s competition it is in your best interest to show appreciation for the content creator’s work. It should be clear from the points above, but the market for coverage of new artists and music from largely unknown talent is quite small. Getting someone to pay for that coverage is basically impossible, which is why so many of the best new music writing and promotion comes from people working for free out of their home, dorm, etc. They write about the music they’re passionate about, and that passion is what their audience wants. It should be what you want, too.
Whenever you’re lucky enough to receive positive coverage you should — at the very least — engage with the content in some small way (like, favorite, heart, etc.). That small act, which takes just seconds, tells the writer you see what they’re doing and you appreciate their effort. It tells them the time they spent crafting content to help promote your music instead of someone else was not time wasted, and it makes them feel as though they are part of something bigger than themselves. They are now part of your journey, and that connection to your career may very well lead them to cover you more in the future.
You will get further ahead if you actively engage with the content through sharing or commenting on content related to your group. These actions show appreciation for the content, but it also adds something of a personal touch, especially if shares are accompanied by original text. Like parents always tell us, saying “thank you” and being polite will get you far in this life. In music, showing appreciation through promotion and direct engagement tells writers that you respect their craft as much as they respect your art. It sends a message that their content is seen and felt, which is the same thing you are searching for as an artist.
Virtually anyone can get covered once or twice, but the key to consistent press coverage is networking and the relationships you develop over time. It’s work, but it’s work that’s well worth the effort required.
TIDAL is the first streaming platform to make developing young talent one of its primary concerns.
Spotify and Apple Music are the first names most think of when asked about streaming services, but TIDAL is not far behind. Jay-Z’s music streaming service boasts 4.2 million subscribers worldwide, and as of this week, the platform has become the first in its field to make a focused effort to discover and develop promising young talent.
Tidal Unplugged is a new, $1 million endowment program made possible by philanthropists Mark Lampart and Robert Nelsen, two of venture capitalists associated with the platform. Kicking it off in Detroit, the promotion aims to give artists the means and resources to pursue their passion. A brief explanation on the Tidal Unplugged landing page reads:
All local artists are welcome to submit an acoustic performance to be eligible for the program. This once-in-a-lifetime opportunity allows aspiring musicians to dedicate more time and energy to seeking a career as an artist.
Artist Incentives:
– Artist incentives – Creative budget – Monthly stipend – Access to recording & creative resources – Industry mentoring – Promotional support via TIDAL Rising – Opportunity to perform in a TIDAL Unplugged showcase
At the end of the program, finalists will develop and finish four songs for distribution. Once complete, the tracks will debut on TIDAL. Artists will also maintain 100% ownership of their works.
TIDAL hopes to expand the program in other markets.
Sbumissions for TIDAL Unplugged begin on March 1. For additional information, please contact unplugged@tidal.com.
Whether or not you’re a believer yet, video is quickly becoming one of the most successful tools in marketing music. It doesn’t matter if you’re sharing a video or a song stream playing against a static image, the popularity of video platforms like YouTube has ushered in an era where demand for music video content is higher than ever, and if you’re smart you’re doing everything you can to meet that demand with original, engaging content. This post isn’t about what you post as much as how you maintain the channel you’ve created, and we owe thanks to former spotlight guest Bobby Owsinski for its creation.
YouTube Channels are where your online video content lives, but it’s more than just a place to store your uploads. Fans can and will interact with this channel as if it were any other social network, and because of this you need to make sure you’re doing everything possible to maximize how that engagement positively impacts your brand. Use this check list to ensure you have covered all your bases:
Branded Channel Art
The channel art is the banner at the top of the page where you can display a customized graphic. YouTube suggests this graphic be 2560 x1440 pixels so that it works on all types of televisions, tablets, smartphones and computers, but what YouTube will show on most computer browsers is 1546 x 423. This is known as the “safe area” and is where you should place any critical graphics information since anything outside that area might not show up on a device with a smaller screen. The graphic can be up to 2MB and in either a JPG or PNG format. The Channel Art upload section is accessed by clicking on the pen icon on the top right of graphics box. You can access a template for the channel art, as well as a design tutorial, by clicking on “How to create channel art” at the bottom of the upload pop up box.
Channel Description
You access your channel description from the About tab underneath your channel name. After the About box pops up, select the pen icon on the upper right to edit. From here you can enter or edit the description. Be sure to include all the information about your channel in the description, such as what to expect from the video content as well as who’s involved (like the members of a band).
Website link
The website and social medial links are accessed in the same manner as above; through the pen icon on the top right of the box. Here you can add links to websites, blogs and social networks. The first weblink you entered will appear on the lower right side above your channel art, as will the social network icons. The others will appear in the About box.
Social Media Links
Make sure that you connect your Facebook and Twitter accounts to your YouTube channel, as well as any other networks you may have.
Channel Icon (picture)
The avatar is either a picture of you, your band, or product that appears on the upper left of your channel page. The avatar can be up to 800 x 800 (you’re able to crop it) and 1MB in size, although the smaller the file size the better, since it will load faster. The picture is stored with your Google+ account, and you can also access any pictures stored there to use as your avatar.
Featured Video or Trailer
Another thing that you can do is feature a particular video or trailer at the top of the page when someone who is unsubscribed visits your channel. Simply select the pen icon on the top right of the box, select a video, then hit save. You can see what both subscribers and non-subscribers see by toggling Unsubscribed trailer and Subscriber view next to the edit icon.
Playlists
YouTube allows you to create multiple playlists, which can have a great influence in how your fans consume your content. If you have a fair number of videos, you might want to create different playlists for different parts of your fan base, since each may have a different desire of what to watch. While your superfans will want to see everything you upload, your casual fans may be more selective. You can select the order and layout of these playlists, or create a new one, by selecting the edit icon on the top right of the playlist box.“
It’s easy enough to have a YouTube channel without using many of the above features, but it will be so much more powerful if you do as it connects with the rest of your online presence.
