Quite often I hear, Danie, the music business is dead. Really? Is that
why Rihanna just sold 100 million downloads? & independents who are
investing in their music career, are making an incredible living from
it? Today’s business of music means you must invest in yourself & your
craft. There is more opportunity for independents today, than there was
ten years ago. Are you doing enough? do you know what to do? 99% of
musicians, artists, bands out there today are independent. Back in ‘the
day’ you sought out backers, labels, percentage deals. If you still have
that mind set today, get out of the business because you will never
survive it. Today you must builda name for yourself, your name becomes
your ‘business’. Your business must be promoted. Your fan bases become
your ‘consumers’. You are slowly developing a brand.
Ultimately you must respect all media ( radio DJ’s, PR people,
publicists, journalists etc. ) because it is THEY that will reach your
needed audience. To have 100,000 followers means nothing unless those
people are ‘true’ fans, buyers of you, your shows, your music. I find
that people, today, are too focused on social media numbers & not on
‘normal business dealings’. Traditional methods must be applied. Invest
in your ‘career’ just as you would by opening up any business. By invest
I mean hire a publicist/PR person.
Does it take courage? YES. Because the true question to ask yourself is
this, do I feel confident enough with my music, my talents to put money
into the promotion engine? How much do you really want this? If this is
a hobby for you, invest nothing. If this is your ‘calling’, your
‘life’, get ready to promote & on a long term basis, not on a one/two
time promotion. It’s a big world out there. Our world has a home for
all styles of music. The key is finding that outlet which many cannot do
on their own. This is where a publicist comes in. Stay positive, think
logically. Envision yourself already there. Build your TEAM.
Danie Cortese
for Country Music News International