“…Being great at business won’t make you a good musician. But a good musician can go a long way by doing great business…”
The vast majority of musicians would eagerly jump at the chance to make it a full-time career, myself included. That’s a good sign – it means you are truly passionate about your art.
However.
For music to ever support you in this way, it is absolutely essential that you approach it as a business.
Sure there are rare occasions where someone is plucked from relative obscurity and molded into a star, and some pretty average artists can be given an armchair ride through the journey. But even in these cases, SOMEONE is doing the ‘business’ side of things that creates this success.
It’s unavoidable – but it needn’t be seen as a ‘necessary evil’ either. Admittedly I have to give myself a pep talk every now and then. I’m terrified of sharks, but as a shy gal, I’d rather go cage diving with the biggest white pointer than do ‘networking’ (come to think of it, there are some parallels…). Yet I know it’s for my own good, and the alternative is that nothing will ever happen. Unacceptable.
I’m inspired by some SA artists who are making the effort to go to Bigsound next week. It’s the biggest music conference/showcase opportunity in the Australian industry, and attracts VIPs from all over the world. As an Adelaide act, it can be quite expensive to get to Brisbane and stay for a week. It’s also a great investment, if you approach it in a strategic way.
Thinking of “strategies” during the
live showcases, Bigsound 2013
Photo: Elleni Toumpas
There are lots of parties. All night parties. Believe it or not, some of the best ‘business’ can happen at them, especially in terms of networking. That shouldn’t be your only angle, though. The savvy, organised and brave acts will seek out meetings with top agents, managers, label reps etc, and score coveted one on one time that couldn’t really occur anywhere else. I spoke to such a gal last night, and she has a very ‘business-minded’ approach to the event and is well prepared. I predict good things to come of this…
Several years ago, another formerly-local gal was working the room at Bigsound with aplomb. At one point, in her own inimitable way, she said something to a gang of us SA folks along the lines of “You’re great but I can’t talk you anymore. I KNOW you. I have to go find people I don’t know.” Fair enough, and she was right. She now makes a career out of managing one of the hardest working bands in the country.
Being great at business won’t make you a good musician. But a good musician can go a long way by doing great business.
Whether you like it or not, your reputation is made up of both. Throw certain names around in front of some industry people and you’ll hear stuff like “Well, they’re good, but they’re really disorganised and are a nightmare to book.” You don’t want that.
If you’re serious about your career, get serious about the business. You’ve got nothing to lose, and potentially everything to gain.
See you at Bigsound!
Note: You can keep up with Music SA’s team at the conference by following our Twitter, Instagram and Facebook.
Music SA Digital Marketing Manager
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