The ‘New Normal’ is here to stay, so we’re giving you five creative ways to bring back touring as soon as humanly possible.
The spread of COVID-19 has changed the music business in ways we never imagined. Fans and artists alike want things to go back to the way they were before March 2020, but that is a fantasy. The past is dead, and no amount of begging or wishful thinking will resurrect it.
We live in a new reality where the old way of doing things no longer works. We can either complain or adapt, and we at Music Biz believe change is always a positive. Discovering new ways to do things challenges us to be more creative, more inclusive, and more understanding. All of that is something we as a species could use more of right now.
The biggest obstacle the music business faces right now is touring. The vast majority of artists make the bulk of their living by being on the road. There have been no tours for the last three months, and there is only a handful currently scheduled for the fall. Those that are daring to step out and perform again do so with the knowledge their dates may be canceled when the “second wave” of COVID-19 takes the US by storm this fall.
With all the questions and concerns surrounding touring, it’s easy to understand why so few feel comfortable announcing or discussing their plans at this time. Still, the conversations around live music are ongoing, and the fan demand for talent has rarely, if ever, been higher than it is right at this moment.
In this episode of Music Biz, host James Shotwell shares five ways touring can resume in the near future. No solution is perfect. At least one is inarguably terrible. But all these ideas need to be considered and at least attempted if we have any chance of discovering what works best for everyone.
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Touring is an increasingly important element to a successful music career, but getting on the road too early has inevitably lead many promising talents awry.
There are few things more exciting or fulfilling than being on tour. Not only are you afforded the opportunity to perform your music for people who want to hear it, but you can see the world as well. Being on the road allows musicians at every level to see how the rest of the human race lives, and through doing so, many find the inspiration to create their best work.
There is a catch, however, and it’s a big one. Artists who attempt to tour before they have the right elements of their career in place are destined for hardships and failure. You may be able to string together a tour, and you may be able to make a little money doing so, but unless you have plans in place you will, eventually, burn out before your dreams of success in the music business come to fruition. It has happened a million times already, and it will no doubt happen a million more in the future.
In this episode of Music Biz 101, host James Shotwell breaks down the five (5) things every artist and group needs to do before they consider getting on the road.
Memphis May Fire is evolving in a way that challenges longtime fans, and vocalist Matty Mullins is here to tell us all about it.
It seems like everyone in alternative music that rose to prominence around 2010 is trying hard to be someone other than the person they’ve been the last decade. From labels and publicists working behind the scenes to sign talent outside their comfort zone to established artists taking their sound in new directions, anyone who wants to continue working in music is scrambling to adapt to the changing nature of the industry.
Matty Mullins has seen and experienced a lot since entering the industry in 2007. The vocalist of Memphis May Fire, Mullins and his bandmates exploded onto the metalcore circuit with a series of strong early releases that quickly gained a devoted global following, which the band has since maintained through relentless touring and recording. Their most recent efforts find the group entering the world of active rock, and as Mullins will explain on our podcast, that decision comes with a lot of unexpected challenges.
On this episode of Inside Music, host James Shotwell calls Memphis May Fire frontman Matty Mullins for a conversation on growth in the entertainment business. Mullins and his band have been road warriors for over a decade now, and all the while they have carved a unique place for themselves in the world of music. The band’s latest release, Broken, finds the group entering the world of active rock with their hearts on their sleeve. It’s a move that did not come easily for the band, but as Mullins explains, it’s what they needed, and above all, it’s what they wanted.
Earlier this week I received a press release announcing the third wave of talent that will be appearing in Austin, Texas during the week of SXSW 2016. It was a great list that teased many potentially game-changing performances, but more importantly it reminded me just how close we are to the start of the world’s largest music festival. If you’re any better at planning than I you should have already booked a hotel, solidified showtimes, and began ordering whatever promotional items you’ll hand out up and down Sixth street, but I am willing to bet that is not the case for many young performers. So, with that in mind, I’ve compiled a list of questions every musician should ask themselves before making the trek to SXSW:
1. Do you know your travel plans and budget for the week?
Budgeting and planning a trip can be a headache, which is why many people choose to procrastinate nailing down the details of any journey until the last possible moment. If you want to make this SXSW the most successful is can possibly be you need to know your plan of attack as soon as possible. Book a flight (while you still can), lock in your lodging, and discuss amongst everyone coming with what your daily budget will be. Many events offer free food and drink, but those seeking water or actual meals will need cash in order to satiate their cravings.
Beyond budgeting financially, you will also want to begin discussing how you plan to use your time in the city of Austin. Create a calendar and fill in every event you absolutely need to attend. Once that is complete, work together with your band members and anyone else going to Austin and devise ways to promote you music and any performances you may have during the week. Assign each other tasks and brainstorm various approaches you can take to gain the public’s attention.
2. Speaking of promotion, how are you going to get the word out about your music?
There are over 1500 bands performing in Austin during the week of SXSW, and more than 90% will walk away without seeing much, if any change in their careers. We could go back and forth about the reason for this, but more often than not it boils down to how much attention the individual act is able to bring to themselves during the course of the week. If your plan for promotion is social media updates and handbills, you probably will not see a very big impact on the trajectory of your career following the festival. If, however, you begin researching innovative marketing techniques for 2014 and apply them to your efforts in Austin the sky is the limit. Creativity is key to success, and when you’re surrounded by literally thousands of creative people it takes something extra special to stand out from the herd. Do not let your art become part of the majority.
3. Are you focusing on your efforts on quality or quantity?
There are bands who believe the key to being noticed at SXSW is to play as many shows as humanly possible, but the real way to take your career to the next level is actually far simpler: Connect with the audience. Whether you play one show or ten, it only takes one person with the right connections noticing your music for your career to change overnight. Do not stress over the amount of gigs you have or the time allotted, but instead focus on delivering the highest caliber performance possible when the time comes. Remember: It only takes one person to change your world.
4. What are you doing right now to promote your time in SXSW?
The entire list of artists showcasing at official SXSW events was recently released, which means everyone with a publicist on their team is already at least one email into their promotional efforts for Austin. As an independent artist with few festival appearances under your belt, it would be a good idea to begin promoting and otherwise advertising your presence at SXSW as soon as possible. Reach out to bloggers, share your latest music and let them know if they’re coming to SXSW you would love to meet up. You don’t need to sell them right away, but you should at least make them aware of your plans. It won’t be long until publications begin compiling the ‘must-see’ bands of SXSW and with a little luck your group could make the cut. Click here for some additional tips on contacting members of the press.
5. What goals do you have for SXSW?
The worst thing you could possibly do before heading to SXSW is convince yourself that one trip to Austin will change your life forever. We’re not saying such things will not happen because they most definitely could, but the odds are incredibly stacked against you. Set achievable goals that will help you further your efforts in the long run instead of focusing on short-term success. If you want to play to 50 people, then do whatever you can to bring 50 people to your show. If you want to find a manager, order business cards and make plans to network whenever time allows.
SXSW works for those who know how to work it, and the first step to doing that is understanding you get out of your efforts what you put in. Those who do the work necessary to play at their absolute best and go out of their way to be creative with marketing are going to get further than the band with great hooks and zero following. It’s that simple.
James Shotwell is the Marketing Coordinator for Haulix. He is also a professional entertainment critic, covering both film and music, as well as the co-founder of Antique Records. Feel free to tell him you love or hate the article above by connecting with him on Twitter. Bonus points if you introduce yourself by sharing your favorite Simpsons character.
Hello, everyone! Thank you for finding some time in the midst of your assuredly hectic schedule to spend a few minutes on this site. The post you are about to enjoy was written with independent artists in mind, but the information being shared may be of use to record labels and signed musicians as well. Merchandising is a very important facet of life as an artist today, and we’re here to help ensure you keep your costs low.
This site exists to promote the future of the entertainment industry, and to do that we need input from people like you and your entertainment-loving friends. If you have any questions about the content in this article, or if you have an artist you would like to see featured on this blog, please contact james@haulix.com. We can also be found on Twitter and Facebook.
There are many ways to get attention for your band, but regardless of what tips and tricks you may have picked up throughout your experience in music there is nothing that can impact your career like a great hook or brilliant melody. This is not a theory or a thought, but rather proven fact that has worked for artists trying to make it in every corner of the music business. Everything else that follows, from touring to merchandise, must take a back seat to songwriting.
All that aside, artists still need to make money. Music sales have dipped across the board over the last decade, and with streaming services like Spotify and Rdio on the rise it seems like the amount of money most artists see from their new releases will continue to dwindle for the foreseeable future. Great music still sells, yes, but only a fool would rely solely on the strength of their music sales to support themselves in the entertainment business. Merchandising beyond albums and singles is an absolute must in today’s music business, and the one item every artist can use to generate income while trying to craft that perfect song is a t-shirt. There are a billion ways to customize shirts, some far more expensive than others, but by considering the following tips you can keep costs low while furthering your marketing efforts:
—————— SUPER BASIC TIPS ——————
Two-sided designs costs more than those with a design appearing on either the back or front.
Shirts requiring the use of many inks (colors) will cost more than those created using a single ink.
Dark fabric often costs more than light fabric because more layers of ink must be applied in order for the design to stick
—————— THINGS TO CONSIDER ——————
Large designs can make a big impact
Why incur the cost of creating a two-sided shirt design when you can make a bigger, more cost effective impact with a large, single side design. The vast majority of printers charge the same rate for a design measuring 3”x5” as they do for those measuring 12”x12”. That said, not everyone is a fan of big designs, so it would be wise to check with your fan base prior to moving forward with any design.
Stop printing on both sides
The occasional two-sided shirt design can be cool, but trying to cover both sides of every shirt you create will only raise the overall cost of merchandising. Using the knowledge you gained from the tip above regarding design sizes, artists should think twice before incurring a potentially unnecessary extra expense.
Use fewer ink colors
Fans of alternative and punk music have been one of the leading forces behind a recent trend toward more color-heavy shirts. Bands like A Day To Remember and Asking Alexandria have found great success with shirts featuring cartoonish designs and many bright colors. Similar branding efforts may work for smaller artists as well, but those musicians should first consider the additional costs incurred from use of multiple inks. The number rises with each color, and unless artists plan on ordering a large quantity of shirts up front (500+) the up front cost may be more than some are willing to pay for a few extra color. Our advice is this: Keep it simple. Try and use one color whenever possible unless you know the idea you have is going to be a hit with listeners.
Order larger quantities of shirts
We touched on this a bit in the tip above, but one way musicians can lower the cost of their merchandise is to increase the number of shirts they order at one time. The price due up front will increase, but the cost per unit will drop, which in turn raises the revenue potential for your order. 100 shirts are better than 50, but 500 shirts at a time would be an ideal place to start. Of course, if you don’t have an engaged audience large enough to support such an order then you should keep things small.
Consider offering shirts for a limited time only
One way to cut out essentially all costs from merchandise orders is to create the exact number of items needed. Most print shops will tell you the per unit cost on whatever design you wish to print, as well as the number of units you must purchase in order to lower that cost. With this information in hand, artists can launch shirt designs that are available for a limited time as pre-sale only items. Once the purchasing period ends, artists can order the exact amount of shirts needed without having to make any investments out of pocket.
Think twice about upgrading your shirt choose to a fashion brand
One determining factor in how well your merchandise will sell is how comfortable that item is perceived to be. There was a time not that long ago when artists with shirts printed on any type of fabric would sell, but in an age where brands like American Apparel exist this is no longer the case. There is demand for high quality fabric, and if you meet that demand you will give listeners another reason to consider purchasing your
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We have plans to share additional merchandising tips for bands in the weeks ahead. If you have an idea for a column, or if you have a question about merchandising and branding that you want us to answer, please email james@haulix.com and share your thoughts. We look forward to hearing from you.
Hello and welcome to the final artist advice column of the week. We have been planning to run this article for a while, but with Warped Tour kicking off this weekend it seemed no time could or would be more perfect than this afternoon. Whether you have a full tour planned this summer or a single show, we believe the information below will improve the likelihood of fan retention while also increasing merch sales. If you have any questions about the content of the blog, or if you would like more information regarding the distributional services offered by Haulix, please email james@haulix.com and share your thoughts. You can also find us on Twitter and Facebook.
We are less than two weeks from the official start of summer, but thanks to the crazy weather of 2014 most of the United States has only recently begun to feel the heat of the impending season. The vast majority of our population has spent the better part of the last eight months indoors, keeping themselves company with the glow of their laptop or smartphone screen. If you’re in a band, you probably also spent this time mastering your online marketing skills. If so, bravo! This post is for you.
In the time since summer last gave way to fall you have gained hundreds of digital followers across Facebook, Instagram, Twitter, and Tumblr, not to mention having finally found a way to network with the people who run some of your favorite music blogs. People are tweeting about you and posting photos of the merch they ordered from your online store, which you love and gladly reply to because you’re not a heartless artist expecting money from strangers (and it requires next to zero effort on your part). You probably even have a summer tour in the works, or at least a handful of dates with a festival appearance or two. You may even be on Warped Tour. If so, again, bravo! You are well on your way to turning your digital buzz into real world success, but in order to do that you will need to shed the safety net of digital engagement and learn to interact with customers, as well as potential customers, in a real world setting. Be it slinging merch at an upcoming show, or working the line outside a major festival, there are several things to keep in mind if you want to maximize the impact of your time and marketing efforts.
1. Prepare in advance. Be quick and efficient whenever possible
It’s relatively easy to plan for on site marketing and merch sales, but being prepare to act on those plans is another story entirely. Before you ever step foot in a venue or on festival grounds you need to make sure you have everything you need organized in a way that makes accessing it quick and easy. If you’re selling merch, make sure to count stock, organize and arrange you product prior to arriving on site. If you’re working lines or festival grounds with music, make sure your iPod has battery life, additional chargers, and at least two sets of headphones. If you need signs, make them the day before. Time spent setting up or dealing with unorganized merch is time lost with music fans.
2. Remember no ones like a hard sell
When you’re an up and coming artist depending on merch sales to get to the next town, let alone eat, it can be very tempting to try and push your merchandise on music fans. RESIST! You may have the best music in the world that no one has heard, but it’s never going to go anywhere if people feel like they’re being sold something the moment you begin speaking with them. If you come across as friendly, helpful, and knowledgable you will have a far better likelihood of gaining (and retaining) consumer interest. Share with people why you do what you do, and what it is about your music and message that sets you apart. Leverage your authenticity to make yourself more appealing to customers, but be careful to not push too far and come across as cocky or overly confident. People need to know you believe in yourself, but no one wants to support someone who likens themselves to a god.
3. Think of every interaction as a new opportunity to network
It’s great when people buy things and ask for more information about your music, but even if they walk away from their initial encounter with you and your art empty handed they can still aide your longterm marketing efforts. You never know who they may know, and being a generally likable person will go a long way towards leaving a good impression. Also, person-to-person interactions are a great way to learn about your fan base, as well as the regional scene as whole. Do people support unsigned bands in this area? Are there a lot of venues you could play at on future tours, or is this more of a one basement town? These things matter, and the best way to get accurate insight on the climate of any music scene is from the people who help it thrive day in and day out.
4. Try and get feedback, even if it’s not what you want to hear
This bit was written more to those sharing their music with first time listeners than those selling merch, but it can and should be applied to both. Wherever you go, make it a point to listen to people as much, if not more than you speak to them. If you’re sharing your music, ask them what they do and don’t like about it. Ask them who they think you sound like and whether or not they could see themselves catching your live show at some point in the future. Take the wins with the losses, and always do your best to be polite. There may be people who treat you like crap or speak ill of your art, but it is of the utmost importance that you find the power within yourself to rise above and treat that the same way you would a regular fan. Music, like everything creative, is subjective, and they are not wrong or bad simply because they do not like the art you create. By accepting that fact and taking the time to hear their complaints, you open yourself up to the possibility of seeing, hearing, or otherwise understanding your own creation in a whole new light.
5. Smile and be polite
Following the point made above, kindness is next to godliness in this world, and the quickest way to win over the heart of a consumer inundated with advertising is through being a generally decent human being. This probably goes without saying, but people are for more willing to engage with people who seem friendly and inviting than those who look pissed at the world or out to make a buck. There was a time when businesses could succeed through deception, trickery, and wordplay, but in the modern age you need to forge a relationship with consumers they can trust and that is best accomplished through kindness.
