When no one is looking

This is when the true test of character kicks in.

What do you do when you think no one is watching you. Do you grab that extra slice of cake? Do you do the important work that you know you need to do? Or do you binge watch that series on Netflix that has been on your watchlist for a while.

Everything has a time. You can choose this or you can choose that. One path brings you closer to your purpose and goals, while the other takes you further away.

When no one is looking you have the freedom to do as you please, and that can be a wonderful gift.

Don’t waste your blank page.

Once upon a time: All you needed was a record deal

This has got to be one of the most career limiting belief I have seen common with most artists. It is the belief that once they get signed or discovered that their job is done. They can now depend on the record label or publishing house to do all the work for them. Thankful there is a shift away from this sort of thinking but it is still very prevalent. Often when I would hear of artists I knew signing a deal I didn’t know whether to congratulate them or send them my condolences.

Labels and deals have their place, but it is a very broken and shacky system so as with any contracts both parties need to enter into an agreement with eyes wide open.

Here are some of the reasons why you should not enter into a deal:

• Through distribution channels like TuneCore and CD BABY you can now distribute your music worldwide on all the popular platforms and keep 100% of your ownership.
• You have no prior experience in the business and want someone to take care of that for you so you don’t have to think about it.
• You have no industry contacts and will be dependent completely on their resources and connections.
• Access to studios - With the technology available today, Home Studio productions are giving people unbelievable quality at affordable prices. For more on that check out sites like the recordingrevolution.com

Here are some of the reasons you should:

• You have built a strong team or reputation in the industry around your brand and your music so you are bringing something to the table as an equal or as a partner
• You can leverage some of your connections and resources by partnering

As you can see above there are far fewer reasons to sign with a label today then there were in the past. And if you don’t already have momentum and your own team to drive the process (i.e. Management, Lawyer and production team) then you will be on the back foot at the negotiation table and will most likely be taken advantage of.

It's been a minute... Consistent-Key

When you are moving at the speed life it's hard to be consistent. Yet, if you want to build anything of substance, anything worthwhile... Then consistency is key. You can't avoid it. You can't make excuses. It is as simple as that, yet it is as hard as that. It just is what it is.

While doing life... Don’t forget to create the content that can help people and help yourself be better.

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Getting back on the saddle

It’s hard to get back on to something when you have fallen off. A diet, a reading plan, piano lessons, creating music writing a blog post.

It’s hard.

But it is worth it.

Get back up and try again.

It probably won’t be perfect. It will never be perfect, that’s not why you do it for. Timing may not be right, the words may not be right. But do it anyway.

“It may not be perfect, but do it anyway”

Are you a sellout?

 Selling my music makes me a sellout

To put it simply, nobody and I mean absolutely nobody will care more about your music than you will. So with that said, who do you think would be the best sales person for your music?

If you guessed yourself. Then yes! You are indeed correct and at the same time you are also wrong.

Because nobody can fully comprehend the meaning or the message that you are putting out, you are best placed to craft the positioning and the heart of the music.

There is however also a downside. Because you are so close to the fire so to speak, you are probably also the worst placed to punt your music because you probably cherish it too much and are afraid that someone will reject your little darlings.

The curse of too much knowledge and intimacy. This is why doctors don’t operate on family members.

So what is the answer then? Perspective. You really have to separate yourself from your creation. If you ask me, I think this is also the reason most creatives have a stage name or pen name. It clearly allows you to separate yourself from what you do. A mental game but very effective. You also have to become a student of marketing, to educate yourself on the simple ways you could be missing out on branding your music because it seems trivial or uninteresting to you but may appeal greatly to your audience. For instance, documenting your progress as an artist, or preparing for a show. This ability to peel back the curtain has always been an effective tool to market creative projects.

Are you inviting your customers into a story?

 Build it and they will come

This is the first myth that I believe is also a trap. We as artists and creatives can easily get sucked into the vortex of creating that we forget about everything else. Like food, water and the reason why we are creating this thing in the first place.

Most times if we are looking closely at the heart and motive of what we are creating it is often birthed out of a desire to share. To help someone else who feels, needs or wants something that we can give them. That is also why I believe it is so painful for a creative if no one buys or shows up to appreciate what we have labored on for so many hours. It feels like a rejection.

Often nobody knew that you were working so hard on your project to begin with and that they were invited to witness the journey and enjoy the fruits of your labor with you.

Build it and they will come - No they won’t.

Invite them. Remind them. Show them. Tell them then remind them again and then they might come. And when you are finished, learn from it and do it again.

Essentially this is what is at the heart of marketing. If people don’t know what you are doing, if what you are creating is not in the public’s eye how can they ever support you?

How can they share your story?

We all love sharing stories, so create your art and give people a reason to come.

The Cost of Entry

The cost of entry has changed.

And it is indeed a beautiful thing! 

In the past, If you wanted to break into the music industry, you have to know the right people who had access to a studio. You would have to pay the studio owner and engineers to even sketch out a demo. You would possibly have to go to a different town or city to get the best facilities available. 

Now - with a laptop, an Internet connection and a decent microphone, the world is your oyster.

As Seth Godin would say: “Go make a ruckus!” 

Marketing Stealth Bombs

When it surprises and delights fans. That’s a good thing. When it surprises and delights even the creator. That’s a wonderful thing! 

Drake did it with the release of his album, Scorpion, unannounced. Pop up shops, art galleries and pop up concerts are now all the rage.  

In a world full of announcements, promotions and gimmicks. Isn’t it a refreshing change to just see a creative person say; “Hey, I made this. I put a lot of work into it and I hope you will like it. If not, then maybe you would like something else I am working on”

Then get busy creating the next thing. 

Oh, and this morning I woke up as a regular guy and tonight I go to sleep as a Published Author. Currently you can check out my latest book project, click here. Now available on Amazon Kindle.