Some basic elements an artist needs to keep her/his career going. If an artist does not have these, and she/he has talent the artist has a minimal chance of surviving as a performer.
a) PROMOTION - Even if an artist has talent she/he still has to CREATE A BUZZ. The audience has to know that you are out there, and that you have something to offer. You have to market yourself. Performing at clubs, community events, colleges are excellent ways for you to spread the word. If a few people hear and enjoy your music they will tell others and the word will spread (ain't nuttin like word-of-mouth). Always remember gigs allow fans and potential fans to do the promoting for you. The trick is getting people to your performances.
Think outside of the box, break away from the traditional methods: It is important to build an email list, create web pages, promote your shows and music, etc.
b) MANAGEMENT: I did not type damagement, remember Management. This person has to be TRUSTWORTHY and PASSIONATE about your work/music, as she/he is key to your success. She/he sets up your promotion. This person advises you on your career choices, makes your business decisions, helps with the preparation of your press kits and promotion tools and makes the calls to get you work.
Do not try to manage your career on your own, you need that time to be creative. Look for a good (trustworthy/passionate) manager then you will have two people (you/management) looking out for your success.
c) MONEY $$$$$$$$$$$$$$$: You (ARTIST) need to manage your money WISELY and REALISTICALLY. Do not go spending on clothes, jewelry, clubbing, drinking and supporting your entourage. When the money is finished the clothes are out of fashion, jewelry same, clubbing and drinking you can no longer participate and the entourage will be nowhere in site. They will be saying "hey fool, it was real, hi and bye, gotta go".
Remember signing to a label with a big advance makes an artist happy (too happy until reality strikes) This is only temporary. As soon as this money is gone, the artist's cash flow has to come from other sources. So you have to set up other ways and means of income streams. I am not talking about getting your boyz to do illegal things in the hood/ghetto/streets ok. I am talking BUSINESS. You can record an album for under a couple thousand dollars at good local studio, that is competitive with albums recorded in professional studios which will cost tens of thousands of dollars. You can sell the album for $10 each at your gigs, the entire amount is yours, if you sell a few hundred albums this way you have already broken even, and future sales means more money. Sell hats, t'shirts, posters, jackets, as well. Add that income with the money from doing gigs, and you are good to go.
d) CONTROL: Every serious artist that I have come across want to have control of their music, recordings, money and careers. Why not - I do not blame them. Won't you want the same. Well the major labels do not really allow this to happen, but times are changing. Artists are learning the BUSINESS and RISING UP against the record labels, not allowing this unfair treatment to breed. An artist is much better off controlling her/his own destiny, than handing it over to a large corporation who is struggling to survive in this music marketplace. Artists in no way should not have to give up all their rights to get their music made or promoted. Artist must remember that these record labels need them more than they the artist need them. (Ex. Aimee Mann, now calls the shots, Mann broke away from record labels - Epic, Geffen, Imago & Interscope, and has achieved new success.
e) ACCESS TO FANS: I used to live in the US Virgin Islands years ago. While promoting a said show, I asked a reggae artist to comply with a radio out door promotion, so the fans can see/hear ..... His reply was "who need fans, I need air conditioners" I thought how darn right rude. It was not a joke, he meant it. At that time the artist was building his house in JA and came to the island to perform. Believe me, if it wasn't for the fans coming to his shows and buying his music, he would not have been able to obtain what he has because music is all he knows and the only means of legal support for him. I am sure today he need fans. Where is this artist today?
Getting to the point.... Access to fans: Artists need access to their fans to become successful. Who really is more important than the people who SUPPORT YOU and BUY YOUR MUSIC, CONCERT TICKETS, and MERCHANDISE? Fans on the whole are looking for closer relationships with the artists they love. The popularity of artist fan clubs is growing just like in the 70's and 80's. Many artists have added fan club membership on their sites, to give paying members access to more than an average fan. These sites give fan members more than the average fan things like access concert ticket info. in their area, more music, special discounts, pictures etc. When an artist can do more for their fans, they will create lasting relationships and loyalty. Blogs, podcasts can also grow fan connections.
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