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.
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.
Everyone in music works too much and has a million things they feel they must accomplish, but taking time to recover is just as important as getting ahead.
Movies and television based on the life of music professionals and the artists they support make the entertainment business seem like a nonstop party highlighted by epic highs and perilous lows. It’s true that there is a lot of fun to be had in this industry, as well as plenty of opportunities to cut loose, but work is work. Music professionals often put in 45-80 hour weeks, every week, for as long as they can convince their body to continue getting out of bed. It’s like the postal service motto about how no weather can stop the mail from being delivered, only without the exercise.
There are many professionals working in music today who are great at their jobs. These individuals are the movers and shakers of the industry. They pour every ounce of themselves into their daily tasks, exceed expectations, and quite often find themselves being praised for all they do on industry blogs. The entertainment business tells us to admire those professionals because they have the power to make dreams come true, but far too often celebrations of talent overlook one key to success that anyone who makes a lasting career out of music possesses: Avoiding Burnout.
If 100 people decided to pursue working in the music industry at the same time, how many would eventually have a career? Of those that make it, how many would last more than five years? Ten? Twenty?
These are questions I think about a lot. Having worked in music for a decade now, longer if you count unpaid work, I’ve lost count of how many friends and acquaintances have chosen to pursue other careers. Some feel they will never find stable employment, while others run themselves ragged trying to establish a presence in the industry.
Not long ago, a magazine Editor I had worked with for nearly six years abruptly exited his role. When I inquired as to why he stepped down his response was simple, “I’m just tired.”
Anyone who chooses to pursue a career in music is told from the day they make their desires known that success is a rarity guaranteed to no one. We are trained to believe music is a battleground where the hardest working people trample one another to uplift the most creative minds we can uncover. We are told to network, but also keep our cards close to our chest, and because of all this the stress involved in pursuing a music career can be downright overwhelming.
When you pour everything you have into something you’re passionate about results will happen. The problem is that no one is able to pour themselves entirely into their passion for as long as they have air in their lungs. Human beings did not evolve to be creatures of habit, living to work and working to live. To borrow a phrase from the band Switchfoot, “We were meant to live for so much more.”
But the music industry doesn’t recognize that. No business or industry does because businesses and industries exist to profit above all else. From a business perspective, time off equals time spent not making money, and who doesn’t want to make money?
Money is great, but it’s not everything. Your happiness and peace of mind are worth more than any paycheck could afford, but the need to realize that falls on the professional and not the people who employ them. If you allow it, working in music or any other industry will drain you of your passion, work you ragged, and keep you away from those you love. In a business as fickle as music, it’s hard for those working to feel strong enough to express a need for a break or vacation, but it’s something that must be done to ensure longterm success in this business.
With all that in mind, here are a few tips to help ease the burden of the nonstop pace of the music industry. The advice outlined below should be viewed as a treatment and not a cure. You need to get away from it all in order to remember why you gave a damn in the first place. Don’t lose hope.
1. Put a priority on face-to-face social contact with supportive people
Social media is a fantastic innovation, but all too often we confuse the connections the digital world provides with being a replacement for legitimate human contact. Too much time alone can cause legitimate sickness, sometimes with life-altering consequences.
2. Set a time each day when you completely disconnect from technology
You are addicted to technology. We all are, in fact, and because of this, our brains are rarely given a chance to decompress. Set aside a part of each day, even just 30 minutes, where you exist without the aide of a screen or device.
3. Move your body frequently—don’t sit for more than an hour
You don’t have to go to the gym, but it certainly won’t hurt. Physical activity increases the endorphins in your body, which in turn alleviates stress. Try to never go more than two-hours without fitting in physical activity of some kind. Take a walk. Try yoga. Be active.
4. Reduce your intake of alcohol, nicotine, and caffeine
In other words, “control your high.” You may think you need these things to function or fit in, but too much of anything is not good for you. In some instances, as with cigarettes, any amount is not good for you. Try to limit mind/body altering substances so that your body does not have to work as hard to reset your system from day to day.
5. Get all the restful sleep that you need to feel your best
The average American adult currently gets just 6.7 hours of sleep per night. Medical studies have related a lack of sleep to health problems and cognitive impairment. With this in mind, try to get anywhere from 7-9 hours a night. If you cannot make that work, maybe carve out a cat nap in the afternoon.
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.
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.
With Coachella weekend two in the books it is safe to say music festival season has officially begun. There are hundreds of events taking place around the country between now and September, many with dozens of artists playing over multiple days, and at the bottom of those lineups are a number of small/local acts who are hoping to leave an impression on attendees. If that position applies to you, then consider this your lucky day.
Every festival is different, and depending on the genre you perform in the culture around the event may be fairly unique as well. It is important to recognize that every festival has its own sense of community and vibe, which you should consider when planning your marketing efforts. That said, these 5 tips will help get you started:
Set goals now and begin working toward them immediately
Festivals are crazy places where thousands gather to enjoy art and consume overpriced food. The number of things vying for the attention and money of any one person is too high to count, but you can take a step toward cutting through the noise by setting goals for your time on-site as soon as possible. These goals should be reasonable and achievable. For example, you’re not going to make 10,000 new fans, but you could plan to distribute 500 promotional items and sell X amount of merchandise. You could also plan to engage with fans by hosting a gathering or hangout at your tent that you promote in the weeks leading up to the event. Anything goes, just keep it simple.
Work the line or, if a line does not exist, simply engage festival goers
The hours before your performance should be spent on promotion. Most smaller artists playing festivals will have sets early in the day, which means those performing will have to work hard to get those unfamiliar with their sounds to show up. The best approach to making this happen is also the most personable one. Get out there, shake some hands, give some hugs, share your tunes via mobile device, and ask people (politely) to consider checking you out. Not everyone will come, but those that do could easily be converted into new, longterm fans.
Network your ass off
In addition to offering small acts the chance to say they played with some of the biggest names in entertainment, festivals also provide an opportunity for up and comers to network with people who may be able to help them both nationally and far more locally. Festival sponsors, for example, are often companies and people who fund a wide variety of music-related projects. They also tend to know others who do the same, which means they or someone they know could probably help you get ahead if they like what you do. While the same can be said for artists, most up and comers never think to approach the sponsors, and they are arguably far more likely to take a genuine interest in what you do. Don’t let the opportunity to meet with the movers and shakers of your community pass.
Consider a Snapchat Geofilter
Snapchat is one of the most popular messaging apps on the planet, and the company’s recent decision to allow practically anyone to create custom geofilters has given artists of all sizes a new tool in the war for consumers’ attention. Fans can capture your performance, or even just their time at the event, and use your filter to promote the experience to their followers. Rates for geofilters start as low as $10 (cost varies based on length of campaign and size of area you want covered).
Market your upcoming gigs
People who enjoy your performance will likely be interested in seeing you again, so make it a point to advertise where you will be next during your time at a festival. This includes mentioning gigs during your performance and through one on one engagement at your merch table. You should also collect email addresses so you can remind new listeners of upcoming events once their festival buzz has worn off.
