If you’re an artist or band trying to get your music out to the world (or even make a living) then you need to play by the new rules.
Gone are the old days of the music industry where you would hope to get signed and then become a star (i.e. everything would be done for you).
Today you need to view yourself (and your music) through the lens of three very important truths. I call them the new rules of the music industry, and those who play by them will succeed.
Do Not Create Another Song Until You Read This Guide
(Price: $17 Free Today)
Discover the 6 Steps for Creating a Radio-Worthy Song From Scratch
My name is Graham Cochrane and I'm the founder of The Recording Revolution, one of the world's most loved audio recording and mixing blogs with over 200,000 readers each month. 
One thing that hasn’t changed: You need to play live – a lot. This can’t be overstated.
Not only will playing gigs let you build up your audience, it’s also a great way to improve your recording process. Yes, records don’t have to be perfect but these days too many artists think they can cut corners with technology.
Get as good as possible as a live act and don’t put out recordinds too early – it simply will be ignored. Lastly, as bad as conditions are for new bands, the truth is that it always was like that. You simply need to pish through and go out to reach people. And there is still money to be made with gigs, especially when you sell your CDs and T-Shirts, etc as well.
Take any gig, it will pay off in the ling run.
good guy. Good stuff
Sorry Andi, this is simply not true. There are a growing number of musicians making a living income marketing their music online without performing any live gigs.
There is one musician I know of who made 70K, in one year, from playing in her room “live” on Facebook and accepted cash via a ‘donations’ button via PayPal. Crazy, right?! On line busking! It’s a new age. (Granted, she also has about 2K followers on FB ready to hear her perform and donate.)
So true!! and also vice versa Recording and listening back to yourself also helps you become more aware of the strengths and bad habits and find your own voice, which in time can help you sing better live also!
Check out Leah McHenry. Zero touring, no videoclip, no air play. 5 kids. 6 and now probably 7 figure income. Just like her, I can’t tour, but I will build a culture around my music and target people who enjoy elements of that.
Thank you Graham,
Once more your advice is timely. I’ll forward this to all the band members to view and digest your suggestions. Personally I think you hit the nail on the head with all three things. Us older musicians tend to try to hang onto the way things used to be done. I think that’s natural. But today’s music calls for a different approach entirely. One thing I would also like to add to these three of your suggestions is “organization”. I think that one’s success as a musician (or other artist, writer, sculptor, dancer…you name it) will be determined by as much as 80-90% by their ability to be organized and to have an organization. Having talent in today’s marketplace is no longer enough. Even the greatest and most gifted artists we see performing the biggest events have to have a highly efficient and powerfully determined organization in place to achieve such goals. And that could start right in the home studio! Something to think about. We must literally “get our act together” and “keep our ducks in a row”! Thanks a million Graham. Your brand, your content, your imperfection are so helpful to us all…
Respectfully,
John Paul Riger
http://www.nanamaquartet.com
I was very encouraged today by this video. One of my major problems is perfecting my tracks. I like with graham said about the mix is not going to get any better plus the fact that if it did no one would notice. I have been stuck in a rut for too long mixing mastering Andrey mixing my music. But never releasing music. So once again thank you for the information I have made up my mind I am going to let go and put my music out there even if it is raw.
As the mom of a 16 year old singer-songwriter, I’ve been trying to get handle on the music business for a while now. Your blogs and videos are always informative and concise. Thank you. This particular video is very timely and reinforces what I’m reading in a book called How To Make It in the New Music Business: Practical Tips on Building a Loyal Following and Making a Living as a Musician by Ari Herstand. I HIGHLY recommend it and ordered a hardcopy for my daughter. It provides a comprehensive, brutally honest look at every facet of the music business. It’s tough to impress me. Your videos and blogs always do and so does this book.
Thanks!
I think the biggest thing that will be struggled with by my band or brand is the collective energy of getting the product completed that’s the toughest part of a band especially when you’re a cover band and everybody has their own life. I write most of the music and I will do the recording it’s just getting everybody on the same page 4 putting out the product. But I agree with one follower said playing gigs is the key if that is what you want to do you want to play in front of people it’s nice to have music recorded and do it, but when you can play it in front of people that’s the key to feeling like you’ve accomplished something. But what I struggle with the most is the time I feel like the singer and myself are the most dedicated members of the band. Our drummer doesn’t have a lot of time I understand that but our bassist has nothing but time but makes a lot of excuses to get stuff done but it is a band and it’s hard to abandon it. Great video graham
Wow , bro I tell u the truth, if that band is holding u back, then u might haveto form another .. its your band u know them but please dont waste your time if they are not serious. If they dont have time then thats ok but if they are joking then, leave! . Thats all I can say u got no time to waste bro
This is very true I always worry about perfection and that holds me back alot… one day I recorded a video of me singing, I sounded good but I wasn’t comfortable with the way how the video looks , but I said u know what I’m gonna just post it anyways,. And I shared it to my Facebook page, surprisingly I got only good comments, and likes and 400 and somthing views. . Yes ik that might sound small but its huge due to the feeback I usto get.. I got quite a few people sharing it aswell. .. thanks bro these are good , Godbless u man
One of the most difficult things for me is #3. I’m in the epic metal genre, and its hard to get over the thought that you can release items that will compete in that space that don’t sonically meet the industry standard.
That being said #3 was timely and something I needed to hear. Not all the rules will apply to every artist in exactly the same way, but this is a really excellent video this time around. Thanks!
Can we check out your stuff anywhere, Matt? I’m a fan of the genre and would like to hear what people are coming up with.
Hey man thanks for the interest…. I will be activating my sites here shortly (hopefully in a month or so) I’ll let you know when I do for sure. If you want, add my personal profile on Facebook and then when I do activate the sites, I’ll def post an update there as well.cool? Facebook.com/mattknowles
I think my think is releasing often. After your mixing course and Graham English’s Speed Songwriting, I’ve been able to produce records much much faster, but I have been the “perfectionist” type. HOWEVER, since following Gary Vaynerchuk, i’ve been on the whole “Document the Journey” kick, and it’s been working well, people are excited more, people see the growth more regularly. So that’s the only thing, but it’s getting easier.
Thank you Graham! It is very helpful!
I’d rather be an independent artist than be a signed artist. No thanks.
I dig it and agree with a lot of this. I take the point that it will never be dropped if it is never done and it’s too easy to never be done. I have had bands that were really good make it nowhere because of chasing “perfection” especially in sound and members of the band. On point!
Taking over your destiny by marketing yourself is sound advice. Good tips as usual Graham! The sad truth however, is that as much as you try to drive sales, nobody wants to purchase music now. I have thousands of listeners across several ventures, but sales of actual songs are virtually zero. We can’t survive making 1/10 of a penny on streaming services.
This is SO true! Music has become a commodity, something to share like a piece of gum…..the value of the tracks are nil to most folks because they think it should be “shared freely”.
And if you do not believe me just ask your friends how much of their music collection they bought……go ahead and see what the response is….as a matter of fact how much of YOUR music collection have you paid for? If you have even ONE track that you were given by a friend, then that is $$ taken from an artist.
Am I perfect? FAR from it, but when that realization hit me I dumped all the free tracks and am slowly building up my collection again by buying each and every one.
As musicians we should walk the walk…..
I think the key here is that as soon as it became easier to buy and obtain mp3s thru services like amazon and amazon prime, that’s when the game changed for me. I buy more music now than I ever have in my life because truthfully its easier now to pay for it than it is to go about it in nefarious ways (think Napster, etc…)
Once the “right” way became the easiest way I think that’s been a huge boon for creators.
Now don’t get me wrong, I know not everyone does it that way but at least now obtaining it thru appropriate means is at least a single click away.
Independent artists should NEVER let their music be put up on streaming sites. PERIOD.
I’ve been an independent artist for 16 years & make my living from music.
You will NEVER be ‘discovered’ from streaming sites. That’s a fantasy. Streaming is different from radio. Radio has the station and the DJ/presenter endorsing the song. Streaming can be on a major label artist’s business model, but it is fatuous for an independent artist.
Your true fans will buy your music if you limit the options of where they can buy it & listen to it. The rest don’t matter. And those that pay for it will respect the music more than someone who hears it on a playlist through a streaming site.
Good point!
I truly believe music is being cheapened. It’s EVERYWHERE and as such people are conditioned to think it should be free. The listener would appreciate it a lot more if it wasn’t in their head all the time.
Not ‘should be free’. It actually is free. For most of today’s consumers. Most artists can be heard on Youtube free. Or Soundcloud. Or for virtually nothing to free on streaming services. Performing/ shows is where most of the $ are made. That and merch. Unless you are Adele or Ed Sheeran.. they still sell CDs or downloads..But that is also because people are buying into the brand. Which comes back to point 1…
Well, yeah, but what is it that’s free? Not a finished polished work. YouTube. Remember, don’t polish it beyond the 80/20 rule, and don’t get bogged down in technology. As Graham says, just get it out there in volume. Is it something the crowds will cherish on their iPhone? Probably not if you’re just building your brand and finding your audience. the 80% take is what they expect and what they’re looking for, what they’re consuming right now. You have potentially paying customers only after you’ve built your brand and folks are waiting to see what you do next Like graham said. just get it done. Your freebie stuff is not polished, and will only ever be worth what they pay for it. But the freebie stuff can leave them wanting more. Wanting to pay a price that makes it worth collecting, and sharing with their best friends. What you want to sell, what you’ll be proud to sell is polished recordings, collaborations, live music. That’s the brand, the rest is just teasers. to get them interested in pursuing and digging out the art. Another reason your content for consumption should be raw and not over-elaborate, but genuine, a hint to what you’re capable of. When they find the real deal, they should recognize immediately they’ve found the real stuff. They’ll want to savour it and share it as something they’re proud to recommend to their friends. Telling your pals you almost went to a concert and nearly had a great experience tuning it in on your car radio impresses nobody, but you went to the concert worked your way up to the footlights, got one of the band to listen to you for a second, definitely bought the tee shirt (all 4 different ones, including the one your girlfriend stripped off) and bought their CD, and you’ve picked out the ‘don’t-miss’ best three cuts and you can identify who’s playing what, will make it worth buying to you and your friends. Be that band (or solo) who’s always doing something interesting and sharing it for free, because you sometimes do something amazing, and you’ve got thousands who want a piece of it all.
It just turns the value proposition upside down. What you pay for it is what it’s worth.
“Well, yeah, but what is it that’s free? Not a finished polished work. ”
Yes finished polished work! Look up most major artists (any artists actually pretty much) and most of their music is free on youtube. Record labels put their catalogues on youtube. It isn’t just the fans doing it. The music is free to listen to including the streaming services… spotify has a free version and a subscription version. Consumers expect free music to listen to but purchase a live experience either a gig/ concert, festival, dj/ producer show / club night.
The 80/20 just get it out there unpolished that Graham is talking about is a different part of the journey…although it can be both actually: getting known and building a following, or later on like Deadmau5 is now doing… live streaming hour after hour from his studio putting out imperfect thrown together tracks as well as the polished releases. That really blurs the line between ‘getting your music out there’ and ‘producing content’ now I think about it…
Nathan – while I understand your stance on streaming, it’s not true that you will never be discovered that way. I’ve had multiple students get discovered, signed, book tours, and sell albums all BECAUSE they blew up on streaming sites. It certainly is possible these days.
This was great Graham. I started releasing music this year (a single or two every month) and these rules are the things that I got hit over the head with when I started. First, it was I was young and fairly inexperienced at production and thought that must be why people are not hearing my music. Then, I got help with my mixes and realized that still no one was hearing my stuff!! I was so confused. I finally started figuring out these rules, starting taking an online branding course, and digging into creating more content plus some of the in and outs of Facebook advertising. Things are slowly trending in the right direction.
I completely resonate with all of this. I’m finally learning when to put a mix down and just move on. It’s so great.
I’d say I struggle the most at just putting myself out there before I feel like it’s perfect. Asking people to listen to the music I’ve spent hundreds of hours on is terrifying sometimes. Asking them to support me by buying it is tough..
Again, thanks for the encouragement and the content.
Thanks Graham,
All your free video’s and tutorials have not only gotten me to think positively about making music the way i want but it has simply most importantly got me to make music..
I think Rule #1 would be most difficult in my situation. Having a brand.
Where i come from, you are either a great local recording artist/band or not, a great live performer or not. I know a lot of talented artist in my country that have tried branching out of the local genre to get signed and become a rockstar but there just wasn’t a market for it, leaving them with less options to earn an income from their talent. The only way they could was to get a gig. Album sales just wasnt making enough for them to move forward.
The internet and social media has helped to some degree but most artists here tend to make incredible music in their home studios and decide to sound like crap and unrecognizable on stage live (What a mystery)… Here, creating music has become an app that everyone can download and play, like in XBox, but not everyone can play for real in real life. And now, people here have the impression that, what you hear on the radio is probably the best you’ll hear from your favourate local artist.
Selling a brand locally is near impossible here.
Moving forward is the key and I’ve decided to put a small band together to record acoustic instruments and get this country’s live gigs back to were it was in the 90’s, so what you hear on the radio is not only what you’ll hear on stage but better..
Thanks for the push.. Much appreciated.
Cheers.
Graham, your content is always informative and interesting!
As a singer songwriter who has always focused on the ‘other career -the one that makes money’, hearing what you have to say is both inspirational and daunting. I have been recording lately and waiting until it is good enough to ‘release’. I like the idea of putting it out there in a more ‘raw’ state and plan to start doing so now. I struggle with live performances because I like to do original music and am tired of ‘classic rock’. The method you have described is an alternative to that, although for a number of reasons playing live is important as well. I look forward to using all three points of your presentation! Thanks very much for all you do!
Great video Graham!
I’ve been incubating this dream of being a singer songwriter for years. I’ve written dozens and dozens of songs (many unfinished) over the last 20 years, but I’ve postponed playing them out anywhere!
There’s a Song Slam here in Frankfurt, but I’m just so scared to do it! I guess I just have to FORCE myself to go through it, and be open to learning and improving.
Thanks for the inspiration!
THANK YOU for putting this content out there! I really needed to hear the last tip. I know it to be the norm, but it is so hard to pull myself away from tweaking things endlessly. I really needed that reminder.
I literally was just thinking about the third one last night, finishing stuff quickly and getting out there. I used to release stuff all the time but then I got caught up in the whole polished image like “focus on the music and it will speak for itself” and freaking myself out. Then I basically concluded “yeah finish stuff as quickly as possible get it out there don’t be too self-important and just move on and be prolific”. A few years ago someone told me, don’t release too much! cuz labels won’t like you! you won’t have the perfect polish squeaky image!” but that’s a load of crap. This video is so timely it just inspires me to go make stuff and suck and not to worry about the genre and being polished. So I do have some conflicts personally with releasing stuff and experimenting regularly but then also not knowing what your brand is yet because you still want the freedom to explore I guess? Or maybe it’s my brain still being attached to branding equating polished squeaky pro “three tracks on sound cloud million plays each” image. I don’t know. Gotta hustle through it and not overthink it. Thanks Graham.
I struggle with output in general! I let school and work get in the way of doing much music production–so in turn I don’t put out either imperfect material or simple content. I’m going to change that now. I think this video was inspiring and very helpful, Graham, like all of your stuff is. Thank you so much for giving me just what I need–that consistency with your content has motivated me to trust you and give others consistent contact with what I have to offer. So I’m going to start connecting with people and putting out whatever I can, simultaneously, rather than wait for content and then put stuff out!
Excellent video and so true — coming from someone who just spent 2 years working on my new album ;/
Good stuff Graham but there is a difference between releasing “imperfect’ song/video etc. and a bad take. There have been many videos on Utube that really should not have been uploaded. There is a difference so please keep the ‘crap’ to yourself…please!
PT Barnum was correct saying “Without promotion, something terrible happens… nothing!
Love that quote.
That was awesome Graham, thanks.
I struggle the most with the first two rules. I need to get more content going (videos and blog posts) and I also need to behave like a brand and not just someone that releases music once in a while.
On the other hand, I’ve learnt to deal with #3. And I’m a perfectionist! Me two EPs aren’t perfect and I knew that when I released them, but they were “good enough” and, as you said, I already reached that point where a lot of more hours would translate into so little improvement that nobody would even noticed. I plan to do the same with EP#3.
Thanks Graham. These make total sense. For the last 2-3 years, I’ve had a “plan and mission statement” that I’ve worked on that includes variations of them, so +1 from me. I’m an engineer by day and one thing I learned in college and have seen in action over and over is the saying “done is better than perfect”, so that one particularly rings true.
You are the master at content creation! As soon as the rule popped up, I had to smile. Not too shabby at branding either 🙂
My biggest challenge: By far, rule #3 “It doesn’t have to be perfect”. I’m a perfectionist, and I don’t want to look like a fool, so I polish and polish before I’m confident enough to release something. The “One song, one month” challenge you did in January 2016 really helped me with that (I did the song called “EveryDay” in my store here):
http://www.nimbitmusic.com/methodoverride/#everyday
Thanks Graham! Great advice.
Its somewhat sad but true . Oh and thank you Graham for inlighting the young and old musicians out there .
I am videographer by trade and ironically being a content creator is a major challenge to me. I can help other people with this, like a boss, but doing it for myself is very difficult, not because of any technical issues (I eat technical problems for breakfast) it’s getting out of what I do as a musician to film or share it in some way.
Let me give you an example: if someone were in the studio I could show up, shoot, edit and upload a series of videos for them by the end of the day that could be spread out over a week, or a month even, but to do that while I’m in the studio…impossible…all my concentration is on making music. So the problem comes up like this: what the heck do I talk about?
I’m working through this and I’m sure I’ll come up on the other side of it. Thanks for asking Graham, I’m going to share your video with one of my video clients who just so happens to be a singer-songwriter.
Thanks for sharing!
Some tough truths there Graham, but you hit the nail on the head. Thanks
Thanks Graham,
For your insight.
I think for me it is the third point (it doesn’t have to be perfect) this seems to be what I struggle with the most.
I think I will go back in my song files & pull out some songs that I never could get perfect & get them out for others to hear,
Thanks Much for your wisdom.
Jerry in Loganville, Ga.
You couldn’t be more right. To answer your question, perfection. I know what you’re saying is true, and it kills me to share something that I know represents less than my best work.
Graham, I believe you’re right on many things.
Yes, now the medium is different, you can put as many teasers as you want and raw demo recordings online in your Youtube channel , and it’s a good thing to keep the buzz hot about your brand.
But when you feel that you got something really strong recorded & mixed properly,
i would prefer doing it the old way. Get a full album online to show your audience what you’re made of.
With a nice cover & photos & lyrics
Recorded & mixed the best way that matches your initial conception of the songs
This is the stuff that at least rock fans need in my opinion.
That’s what i needed to get deep inside this beautiful world that the artists had created for me
Give out a story, or a concept album.
Give a content as full as possible, a full spectrum of songs, that characterizes you as an artist.
Keep always a little mystery inside. Over-exposure is not always your best friend,
even when you’re starting. Keep the audience wanting more and let them search and wait for you.
If your stories are good and your tunes are cool, i think it’s going to happen
Cheers bro!
All good words, but the age of the mysterious, enigmatic ‘rock god’ are long one. These days it’s much more about being open and available.
I supported a major label, multi-platinum selling artist on 44 sold out shows.
He did the rock star thing and stayed hidden and mysterious, but I went out and met the fans & posted frequently on social networks and to my mailing list.
I ended up selling more CDs on that tour than the big artist & got better press reviews.
I guess here is my biggest struggle, and this is the perfect blog to discuss this: while I agree with #3, it seems like everyone on their brother always wants to be looking for “what’s wrong” when something is released…. I am a songwriter first and I am trying to improve my skills in reoced and mixing every day. I know my songwriting skills are my strength…. And I have everything tracked well… But my mixing/mastering skills are not where I want them to be (hence why I joined this blog in the first place)…
…so with that being said, do you think point #3 still holds true? If you release a single or a full album and the mix isn’t at perfect levels, do you think it can still hold its weight in a crowded industry? That’s ALWAYS been my hangup.
Thanks!
Very true. Because of the rise of reality TV shows (The Voice, X Factor, Idol, etc), people think that they are now ‘armchair’ experts at analysing music, so instead of just listening and enjoying the music, many feel they have the right or obligation to critique new music from new artists.
Dude, well spoken! I have shared this thought process with local artist for the past 5 years and you really hit the nail on the head.
Graham,
Once again, spot on advice! The face of the music business is changing and the ability for the general consumer to get equipment that will record music at ‘better than CD quality’ has never been more apparent. But along with the technical know how, folks need to have a handle on the practical, business side of promoting what they create. Your dedication to your community of home and project studio recordists is outstanding! Thanks for onece again providing useful information that is relevant in today’s music environment!
God Bless!
Randy
Rule #3 is usually my downfall. Constantly aiming for perfection. Being an “old 70’s guy” many of my favorite albums were landmarks of amazing production values. And that’s the way I want my mixes to sound. But, the need to finish a mix and move on is why I joined Dueling Mixes. It forces me to acknowledge a deadline, and call the mix done. And guess what? Each new mix is getting easier, and sounds better.
I’m scared not to be perfect and if I’m imperfect people may think I’m not as good
I too am a child of the 90’s and shared a lot of the same aspirations and dreams you talked about… and almost succeeded in that dream had my band not broken up 3 months earlier.
However, I would also add that making sure you’re setting yourself up to get paid and protect your copyrights to your music and content is a big part of the game too.
I found this video last week.. but’s it’s been out there for a year from the South Florida Music Showcase.
I found this highly valuable information to know if you want to make at least some money from the hard work, time and energy put into making music or other content that you’ve put out there, and allowing yourself to keep doing what you love. Even if you want to give your music away for free… if nothing else you should protect your creative rights to your music.
Darn right! This is EXACTLY why I haven’t posted a single thing about my new project yet…. I want to have all my legal ducks in a row first so that day one of a song being available, all legalities, ASCAP, etc…. Are already in place…
Whether its a few cents or hundreds of dollars, its still YOUR money and no reason to leave it sitting on the table so to speak.
Putting music out there. That will and is my biggest problem or how ever you wanna say it. I’m definitely a perfectionist and have to let that go. I put out an ep last year and it wasn’t the best mixes but I’m just happy I got it out and I now know what to do different or bc I put that out! It’s humbling and excite ig because you know you are getting better by doing that. Sometimes you have to fail to succeed! Thank you Graham! Your videos are inspiring and keep the fire going!
I use a Company in the U.K. to release Worldwide. If the track is not near perfect, they will not release it. I attempted to explain lo-fi, no good. I did a three part story, they would not release part three. So I went to another service for part three. really pissed me off.
Great rules. Perfect 🙂
Yes, Times have changed and will no doubt change again..I grew up in the late 60’s and early 70’s when the ONLY way music could be recorded for artists and bands was by BIG studio’s with lots of cash to throw around..That’s why groups like the Eagles, Fleetwood Mac were so totally awesome.. Today, and I think this is a good thing..we have to work a lot harder and be a lot smarter if we hope to have anyplace in the music business..and the best part is that we don’t need to be superstars in order to make a good living at our craft..But, we do have to pay attention and, as you say, become our own “Brand” and become active business people in the process and appreciate that what we create is what we earn.. Thanks again Graham
Really insightful, especially #2. #3’s definitely my biggest challenge.. and not sure if I can conquer it. I see (through notifications) lots of people post stuff but tend to ignore it simply ’cause I assume it’s not interesting enough and also ’cause it’s usually unsinpiring. Perhaps my problem is that I assume people will think the same about me if I post imperfect content. But I hate being a part of (what I feel like is) lowering the bar. I wanna raise the bar and wish more people out there do too.
Yea man same here we are so passionate about our crafts that we don’t let imperfection flow lol
Awesome, awesome! Straight on point. I think your conclusions are real.
For me being authentic as a content creator would be the first problem, because I don’t think I’ve got that many interesting things to put around.
And finishing mixes, not to perfection levels, but to ok-profi levels, where the song and the atmosphere actually come across, because I have problems eq-uing DI guitars and bass – mud and harshness issues, plus setting the reverbs – huge part of setting the ambient and the feel of ‘real recording’ for a DI guitar. Almost there, but not quite yet. Changing guitars helped me a lot – the source, as you said. Also, comitting to rendered plug-in patches as recorded waves. Still got the mud and harshness to eliminate. Cause that mud covers about the entire 150-700 Hz spectrum, and getting it out without making the guitars sound fizzy is bloody murder – and keep just enough for a DI to sound `studio` is hard, finding the right balance, the same, and I’m working on that.
Great video!
I think you are right in all 3 areas and content maker for me (us) is most likely the hardest to do and i will share this vid with my band mates to see how they feel and with a bit of luck maybe we will move forward too thanks Graham
Hi Graham,
The one I struggle with most by far is waiting for perfection to release something or complete a project. i came up in the time you referred to and it is just so so difficult to break out of that paradigm. I’m getting better, but it is an agonizing process for me.
All these rules are difficult to accept but that makes them all the more important; I certainly didn’t start making music thinking I’d need to know some basics to running a business in order for there to be some financial gain from the music, but it makes sense to work with my own music in those terms because people need the constant reminder that you’re there if they’ll even consider spending money on what you create.
I think the hardest rule for me is creating a steady stream of content that I think is worth sharing and then sharing it. I think for a little bit of time when I was younger, I’d just record songs and put them on MySpace or on Soundcloud and expect to get constant recognition for what I did but I think that I may have fared better with getting recognition if I had a release schedule. Something I took away from this is that a schedule to release content could be a great way to manage a constant stream of decent output. So as a result of watching this, I’m going to try and release a new song every month.
Thanks for the upload!
You’re a genius for putting it together clearly and practically. Content is the challenge for me because it is labor intensive, so will be reevaluating my schedule and daily routines. Creativity is no problem for all three keys, time and labor is my burden.
The greatest issue is Branding because I am an Asian-American, Some people think that music is universal, but it is not, that is why branding is important. There are all kinds of people and all kinds of music. I’ve been experimenting with Japanese-American Tribal Roots Music and Art (please google) for some time now (began in 1970). I want to produce a body of work that can lay the foundation for next generation of Asian-Americans. So branding for me is to create a unique voice and message that is part of our heritage and American experience in a way that other people can relate to. So, the music has to be, not perfect, but really intoxicating, interesting and relevant to people. Asian-Americans are ashamed of themselves, that’s why they imitate. I want to destroy that lack of confidence. Being an older guy, I will brand myself as a legacy type act, well , let’s see what actually works. I am working from a rootsy hillbilly manner and at present trying to sound more contemporary. Will be using all three keys in the process.
Thanks Graham, you are the man.
Your three keys and all your production lessons are valuable in my quest.
Michael, I just watched the first video on your website. Your music is awesome. Keep spreading it man. I dig your sound. Killer vibe.
Hey Defpro
Took some time to figure out this comment ins and outs. Got your reply on my email but couldn’t figure out how to respond.
Thanks brother, will try to post another work on my site. It’s a more mellow one, but as artists we can’t really compare one with the other, its like apples and oranges; maybe by next week. Its an old one like Black, the one you listened too.
Graham is a great guy. I’ve been trying my best all these years but couldn’t make sense of much. Been working with a Sony Acid DAW and its kind of kid’s stuff. But did what I could with what I had. LOVE THE SOFT SYNTHESIS and all its instruments.
I will take your advice too. Trying some contemporary progress, but your comment makes me realize that maybe I shouldn’t stray too far from my roots.
Thanks man
If you think you can’t create a polished, amazing record every week, you’re clearly not a fan of Buckethead 😉 . He’s put out 243 albums since April 2013 and all but a handful were A+.
As always….well said . My biggest down fall is exactly the point you made about perfection . I keep working on the same song trying to make it so perfect to the point of frustration . I want to obviously make it sound as good as possible before putting it out there ( cause these are my babies……lol ) but there are many times I don’t know when to just let it go . I agree with Matt in the last part of his comment…….is it really ready . Does it really hold enough weight to grab attention . It also reflects on your mixing ability if you are trying to gain clients . Anyway….always good info to ponder , as I always do when you have new videos . Thanks for all you do………
Yeah, good advice! My hardest point to deliver on would be content, and then branding. Oddly it may seem like it’d be easy enough as my “day job” is in retail. Perhaps that burns me out and by the time I get home I’m done “selling”to people!
Hmmmmm this makes me think I need to get out of direct retailing as my day job!
Great video Graham! definitely hit the nail on the head. These are discussions I’ve had with myself and the band a lot over the last year. Promotion and marketing is the toughest part of the business for me (us).
Good advice Graham and good outlook. I too wanted to be a rockstar at one point and get ‘signed.’ That music business model is becoming obsolete. We need to continually think of creative ways to thrive in the business in this day and age!
Graham thank you for your insight. I always want to wait and have like 8 to 10 songs for an album but I need to go ahead and put out singles like you mentioned. I want to make them as good as possible for what equipment and plugins l have. Thanks again. Blessings.
The biggest thing I need to work on is not waiting until the songs are perfect. Also getting content out there on a regular basis. Those would be my new goals.
Just what this long thread needs – another response.
Here’s what I’ve got to say in support of Graham’s ideas. Yeah, abandon the album idea in favor of EPs and singles, cuz if you’re doing this all on your own, albums take too much time. Not only that, if you take the 12 tunes you were going to use on the album and reduce that to the 8 BEST tunes, the EP will be better for it. It’ll be the cream of the crop. But here’s a related idea: instead of releasing an EP, how about releasing singles for eight months that THEN get released as an album? Ta-da!
See, Graham’s right about the constant stream of content thing, keeping yourself in people’s awareness regularly. Autobiography: after watching the recent Graham video about Distrokid, I thought ‘why not?’ and set up an account. Win: It was tons of fun seeing my recent EP on Amazon and iTunes and Spotify. Win: It got my stuff out there (Rule 3). But here’s the funny bit: Because nobody knows me or my stuff, my Distrokid stats page is just a bunch of zeroes. I think it’s funny, but it bears out what he said about the constant stream of content.
Okay, here’s what I’ve got to say that sort of challenges what he’s saying in this blog. I accept that it’s useful to think of yourself as a brand and to create that content. But see, for me, it’s just too damn many hats to wear. I can’t be bothered. I love writing, recording and mixing. But the time and effort required for the promotion side of things is something else that I don’t much love. Sure, I *could* learn it and I *could* do it. But it bores me. So, first an example, and then a fix. The example: I mentioned I set up a Distrokid account for this recent EP, and part of that was providing the album art for the thing. Well, there wasn’t any album art. I usually give my music away to people I know, either in the form of a CD (this one didn’t have album art, it just had the name of the thing on the CD and on the jewel case liner) or on Bandcamp. So for Distrokid, I had to come up with some album art. I did a quick job and it looks sorta okay in a limited kinda way for a second-best website. It says ‘amateur’ as soon as you look at it. So how could I have done better? (Graham, how’d you do the album cover art for your recent EP? It looks great. Did you do it yourself? If so, how long did it take? If not… well, if not, then that brings me to my last point.)
My last point is that for most of us, we don’t want to or don’t know how to wear all the hats it takes to get our music out there. Either we won’t know how to do album cover art, or we won’t get the live gigs it takes to really create buzz or we won’t know how to tend a website or keep the blog going or… you get my idea. Like the man said, you gotta serve somebody. And unless you are driven or excited by this stuff, serving the brand can be a giant pain. Which means? Well, it means that if you’re serious about this stuff, you gotta find somebody to help you do this stuff. It doesn’t have to be the professional team that supports artists in the Music Biz. I think it could be as simple as finding someone to fulfill the role of Promoter. Someone who will organize your brand for you online and remind you ‘Hey where’s March’s tune? You think this stuff promotes itself?’ Now, there are two ways to do that – one’s pay, and one’s for free. So if you’re Vicent van Gogh and you have a brother who loves you and does the promotion for you, great. But otherwise, how does the pay model work? I can’t get a contract with a recording company. So, who can I hire to do the promotion, the stuff that bores me silly?
Uh, Graham… that’s your cue. I’ve asked a great practical question. Someone with a bit of business acumen could probably come up with an affordable answer to that question. For instance, I think the Distrokid thing that you alerted us to easily falls into the category of useful and affordable. Okay, what’s the promotion equivalent to Distrokid? How about a flat fee cum commission model? If it was reasonable, I’d have cash on the counter for it.
Creating ‘the team’ is essential to the success of music, in most cases, but until you manifest that team, you must do your best with what you have access to. The only way to create the team is to get out there and meet people regularly. Graham talks about that a lot. But not only that, play your music live! When you play live and you start making fans/supporters, you can enlist them like a street team to help you with things beyond your own means of creating.
Great point and questions.
I’m not opposed to a team. A team will help you in many ways. But at the same time it doesn’t have to be as hard or time consuming as it sounds. Especially if this is what you live for.
Your question about my most recent album cover? Made it in 30 minutes. Bought a stock image, and used a free platform called Canva to add the text. Done.
They key is to find out what you CAN do and LIKE to do and then if you need help, automate or delegate out the rest. Unfortunately that usually costs money, so in the early days I’d prefer to do it all myself till I’m making money and can reinvest in myself by hiring help. Even one off help.
Great advice as ever graham. You always tend to come up with the ideas right on cue Usually just when I am wondering why have I bothered for all these years( I’m one of those writers who used to send out demo tapes!!) and then I remember that I do love writing, and I get a kick out of creating something from a blank piece of paper and recording it. About to start my next project……thanks for helping us keep faith in our own talents
Ps. The perfection issue is my downfall as well, or should I say “was”
Harry
I stand with you. To be honest, I had a brand, but forgot about it, now I have regained my focus. But the first thing is to develop a better production, not perfect, but not the trashy stuff that was the result of my circumstances and self deception.
Thanks for your comment, it encourages others like myself.
Thanks for this video Graham,
I think a lot of artists think that chasing perfection will somehow validate them as artists but are failing and can’t understand why. Telling themselves all the reasons why others are to blame. I am selective about what I publish and am happy with my results but I am still always creating content.
Art is subjective.
So if you think it’s perfect, you’re right. Also you’re wrong.
Perfection is a trap and beauty is in the eye/ear of the beholder. I am a creative director/producer. I make music and images/video, so I have a lot on my plate but I also have a big appetite. I work with a few artists, pass on a lot.
Keep putting out great content!
Graham & Friends, very nice to hear from ‘older’ guys and as always another good addition to the blog. In the mid-60’s, the lads in my band were all beginners, 15-ish, and high-school notwithstanding, played 3 nights a week, $10 per player per night, in tiny clubs. That’s how we bought our gear at first and paid our union dues as well. We managed to stay away from most of the things that comes from the grind of small club gigs, that can kill your creativity. We kept moving to better locations, then to different states, and on to different and better bands. We believed we were on our way to the top, but really had no idea we were actually faring better than most bands, then or now. We played what the public liked to hear, top of pop and rock, which was where the money was, not that we always liked it, but we somehow knew to keep our own tunes tucked away. A guitarist friend once pilfered (and copy-righted) a tune of mine, which was a harsh lesson to learn. My Dad once told me that there were more guitarists working in Las Vegas at service stations back then, pumping gas instead of playing on the Strip. That was advice I’ve kept with me; he was the best band manager I ever knew. The Beatles finally began recording on 4-track tape while I worked on a 2-track reel-to-reel. The musical tech of those early years got us by, but was nothing compared to what anyone can order online today, to outfit himself or his studio for less than a grand. With the right attitude and talent applied you can perform sonic miracles we never dreamed of back then, even in the best studio. Recording techniques will always improve, and with wisdom being redefined and passed on as they are from Graham and friends, I think we’ll hear from some here, who will be future greats. In 1967 we paid $60.00 an hour for studio time (in the best studio if they weren’t booked). We even received a free 45 rpm per song, cut on the spot. If you’re lucky and/or blessed, and get to know the right people, you still make your own breaks. Do stay healthy and keep your wits about you. The noise level on the web is ever more intense; for the past 20 years, every player that is able, has tried to put a few tunes up for the world. A few have made it that route, that wouldn’t have otherwise. Live performances is where you come to define yourself and hone your art. There are years of 10-18 hour days ahead of you, even when you aren’t being your own roadie. In the time I’ve spent reading on Graham’s site alone, and this is one of the best, this forum has an energizing effect. For all of the immensely creative people working in our trade, you’re the future greats, so stay with it, and be thankful if you don’t have to pump gas. Music is the best and most expressive of the arts and as long as you’re lucky enough to work with talented peers, it will always be relatively easy to play at your best.
Thanks a lot, Graham. However, not sure if I agree on #3. Too much output, too many releases will immediately withdraw attention from what was released last month. So at the same time people might just find that last song, the new one takes over and that’s not a good thing to happen. You will loose revenue because there might be so much new stuff, that the fans stop following (just think this way: If you are a fan of … say … 10 bands and each of them is releasing content like mad, how long would you be able to follow everything?). Sure, two years might be too long, but the tension, surprise and interest might be bigger, if there was a bit of a wait time involved.
I agree with Grahams message.
Here’s a key idea.
If you are building your “brand” you are producing content to communicate with your audience.
Gigging is a must ok? Get that out of the way.
Now focus on what is going on.
The Music industry is looking for something to SELL. If you aren’t getting messages and phone calls from the industry it is because you are not marketable in their opinion.
Make better stuff if you want Interscope to be interested.
That’s not the point of Grahams video imo. It sounds like he’s talking about building your audience using the tools of technology that we all have access to.
Can you make content and share it? Yes.
Does it need to be “perfect” to reach an audience? No.
Will you make a living posting crap? No.
I like the comparisons to the past for nostalgia sake but these comparisons are irrelevant to the fact that media consumption has been democratized by technology.
Welcome to the future.
If you can’t seem to find an audience maybe work on your craft.
If you can’t make money, stop trying to excuse yourself and listen what To Graham is saying about it.
Invest in yourself and grow your audience by creating media. It doesn’t have to be perfect. As you go you will get better at creating compelling content that others will find valuable.
The argument that people can’t find you because there’s so much out there is an excuse to not go after your audience. Yes it’s overwhelming. The good news is that we have a level playing field in terms of self publishing.
If you need help, Graham offers courses on getting your concept organized and putting it out there. Take ownership of your craft or maybe it’s time to admit that it’s just a hobby.
Hi Graham, They are so true. I meet so many musicians waiting for something to happen. To be discovered, but it doesn’t work that way at all. The most important word that you mention for every one of these rules is ‘consistency – over time’. Consistently promote your brand, Consistently create content over a long period of time and consistently release music. Then the pieces will start to fall together. Great video.
Nailed it.
Thanks for these Graham – I would say #3 would be my biggest struggle – I can see that letting go of perfection would feed #2 – I think all three points are solid advice
I think branding and staying in constant content with the fan base.
Also, less than perfect depending what it is will be tough because I am always going for the best I can do every time, all the time. But all 3 make sense because things are VERY different than the 80’2 and 90’s!
I agree Graham, great words of wisdom! I also agree that releasing more frequently is a great thing… The New Rules, ya gotta love it! Thanks for all you do buddy!!!
Well Graham I have been working on my Band, My Content, and Getting my content out there. The thing I have the most trouble with is I am a perfectionist. I struggle with I need to do this or I need to do that or I need to add an instrument and /or backing vocal and so on. I have come to the realization that my key problem of my music and me getting out there is wanting Perfection. I have always been one of quality not quantity. I have wrote some great songs and preformed them live at church and other venues with just me and my acoustic guitar and have people really making great comments about them but feel when I record them to release to the public they need more music and product to make them ready. Being 52 years old I remember hearing some great albums that was recorded with just vocals and one to three instruments but can’t seem to get where I can do it for myself. Do you think I should try maybe a unplugged album or LP? (I think that is what they call it where it is just one to three instruments) I play Guitar, Bass, Dobro, and Lead Guitar, and limited MIDI controller and I have strong vocals. I was thinking maybe just using Vocals, Back Vocals, Guitar, and Bass with limited guitar lead. I have a great home studio and have recorded some friend projects that turned out great, ……… But I have not found my songs producing yet.
Your thoughts would greatly be appreciated on this. Thanks for all you do for us and the help you greatly share, Joe Broadway
Words of truth! The landscape has changed. While it has helped to level the playing field and gave artist much more leverage than ever before it also means artists need to be multi-faceted and work harder than ever before. Some feel that’s good, some feel it’s bad. Either way…it’s “different” Embrace or fall by the way side. The key to survival is always adaptability 😉
Hey Chris
I’m with you, Graham speaks the truth. But in the end, there is no formula for every case when I deals with the public. another point is to get out there and perform. Sometimes I get the feeling that the specializations that are being called upon in this new revolution, are somehow being lost. The question is, do all musicians really want to be artists and performers or as in the past, are there producers, technicians and marketers among us? In the old model of the recording companies, well intended artists ended up in the technical side or marketing side of the business. Some of you might want to get together. Perhaps this new model can actually create a new musica culture as well.
Great talk! the most thing I struggle with is the 3rd rule as 1) I am a perfectionist so I find it hard to let go 2) from a psychological point of view I am never sure of my self so apart from #3 this also touches rule #1 as its hard for me to see myself as a brand probably because of my self esteem issue.
Having said that though I also have another concern with rule #3, what about copyright? what If I put a video of me songwriting and somebody else steals a part? is the upload date a proof enough?
As hard as it is for my fears to embrace this new way of being an “artist” I must admit that what Graham said here is the truth as I see it all the time, people less talented than others get more attention because they are being a brand and putting stuff out there.
I agree 100%… Seems like music is unfortunately a way to market something else that is monetizable, like shows, merch, clothing line, hell speaking engagements and etc… Put your heart and soul into a freaking audio commercial, we might as well all make jingles…damn shame
Agree on all points. The idea that I keep trying to promote to my clients is that you have to create an experience for your audience. You have to add value, and think outside of your own desires and wants.
A lot of musicians want other people to come to their shows, buy their records, because the musician desires it. But did you consider what your audience wants? Did you ask yourself even once what the audience gets out of spending $5 or $10 to come out and see you play?
When someone goes out to see Jay Z or the Flaming Lips, it’s never because Jay Z or the Flaming Lips wants them there. It’s because the audience gets an experience out of it. You get to come out to an epic show. There’s crazy lights and confetti. A dude rolling around in a ball through the crowd.
Now everyone can’t do that. But four dudes staring at their shoes doesn’t cut it anymore. Start working towards thinking selflessly and empathetically for your audience.
Great perspective.
Whaaw Graham!…I am very impressed by this pitch. It is as if I hear myself talking to my audience.
It is a great story and makes so much sense. I fully agree with you !….however….my struggle is how to get this message to other musicians?! My personal responsibilities are divided between management of a blues rock band and being active as guitarist in a semi acoustical band. My experience is that most of the artists keep hanging in their comfort zone and don’t want to pick up the message you spread here. Many times I had presentations to artists containing less or more similar information (particularly the branding item) but very few believe in this. Probably you have the same experience and what did you do then?
Again, compliments with this presention, it really hit me!
You can’t “make” anyone do anything. You must convince them of the true benefit and then they have be motivated enough to go after it. I live with that every day as an educator 🙂
I agree Graham and thanks again for your great video!…and what did I see?…you live in Tampa?…the place where I have been many many times for business!…how is everything there? Dale Mabry, Ibor City, EMbassy suites……all these places still exist? Used to come in a club where there was a band playing, called ‘City Heat’….great band, great singer but I wonder if they still exist….dont think so…their keyboard player worked in a music store…. All the best with you blogs and business, it’s impressive.
Last question: I work with Cubase 9 pro with stock plug ins, Wave gold and Komplett but see in your vid’s that you work with I think protools. Is your educ general oriented so that I can relate the tricks & tips also to my envirnment?
kind regards, Ruud Jansen, the Netherlands
Great info as always Graham! The biggest issue I see in my life is the concept around time and managing emotions/people. With the concept of continuous delivery, even though it may just be minor amounts of time (such as 15-30 mins a day/x amount a week, etc) I find that scheduling that in and time boxing it is fairly difficult with family obligations and personal issues and challenges. Then throwing in band dynamics (if applicable) can be quite draining (not ok with content, not ready to distribute, not ok with how content is delivered). I think definitely understanding goals and being on the same page with people is key. Most definitely thinking with the end in mind (Covey) and what is reality. I guess it’s a balance of trying to be “creative” with time-boxing and managing expectations.
You definitely need to find a content release schedule that you can keep up with. Consistency is more important than how much you share.
Hey Graham, thanks for a great video. Just wondering how to apply these tips to upcoming engineers and producers like me. Thanks for a great video again.
Lord Bless.
I agree with this but if you are intending to take your music beyond the hobby stage there are a couple of important things to keep in mind.
First, I think it’s important to realize the distinction between content and product. I think of content as behind the scenes stuff such as short videos and photos, interviews, etc., consistent posts on social media or your email list or wherever to keep you in you up front in your audience’s minds as Graham talks about here. Product is your finished, polished song or music video — if you get a following then this is what you will ultimately be known for. As Graham says, it doesn’t have to be perfect anymore, but I believe it should still be good and up to your personal standards whatever they may be. He is right that it just won’t fly anymore to release an album every other year — a single a month is a much better model for example.
Second, even though you may or may not make any money from sales of your musical product, it is still ultimately the artistic foundation of what you do. Therefore I believe that it is very important to, at the very least, officially register a copyright before uploading your hard work to the internet. Otherwise someone could steal your amazing song and you have no legal recourse, as claimed ownership of an unregistered song will not stand up in court. This does happen, and since it’s so easy and inexpensive to register I feel there is no excuse to skip this step if you take your career seriously. If you are a hobbyist and are just having fun then I suppose this doesn’t matter so much.
Thanks Graham.
Transparency’s a rare thing!
Bigup
This is a really helpful video, and a good wake-up call about some truths I’d been avoiding. The thing I have most trouble with is point 2 about needing to create content. I think I just assume that no-one would be interested in what I’m doing, so it’s safe for me to hide behind that negativity and not put myself out there. Creating “authentic” content feels like a very vulnerable because it feels like I’m having to put myself out there for the validation of others. Memories of wanting acceptance, for example trying to fit in and of being rejected do not help with this to be honest. I know it’s crazy but I would love to live in a world where others’ approval didn’t matter.
I want to know that my worth as a person is not based on how many people “like” my posts, but I also want to sell my music. I feel like I can’t have it both ways.
Kat
Yea, I agree with you, but for perhaps different reason. You probably have great songs and performance. On the other hand, my brand is kinda weird for now, but working towards more contemporary mainstream stuff. Thanks for sharing honest feelings, sometimes I can’t believe anyone would be interested in anything I do or will do.
Here’s encouragement to you to work towards content. I’ll be working towards that goal as well.
Fantastic comment. I think you speak for many as branding yourself can be extremely hard for many people and many reasons. Here! here! to your honesty. 😉 Definitely balancing “Beginning with the end in mind” with “Ready Fire Aim” can get complex. Not sure if they compliment or contradict. Stay true what you are and let God work the rest out IMHO. Good luck!
Hi, Ron here,King of the short comment, I totally agree with these rules.
Becoming a brand will by far be the hardest thing for me. Second only to finishing what I start!
Question, where does one draw the line between promoting one’s self and just plain-out self centered propaganda?
Hope to hear some views on this idea!
Thanks
Ron Jones
“Question, where does one draw the line between promoting one’s self and just plain-out self centered propaganda?”
There is no line between those two – not the way I define those terms, anyway – they’re more or less identical. Both of them say ‘This is all about me.’ There’s not much difference between the two you mentioned and Graham’s idea of ‘brand’. After all, if I promote my brand enthusiastically, it’s MY brand I’m promoting. I, me, mine.
But if you sincerely believe, like I do, that the music you make will please or enhance the lives of people who like it, then you’re just making sure that something you really believe in reaches the audience it deserves. In fact, reaches the audience who deserve to hear it.
The difference is simple and boils down to two things – substance in the content and reaching outside of your circle of friends and family.
Content should be something is worth listening too, stopping on a page to look at and possible worth commenting and following. How do you do that? Post something YOU would stop and pay attention too. And not something your friend did but something that literally happened to cross your path and it was worth the 10 seconds to 10 mins of content. And it doesn’t need to be extremely long or deep. Just like a catchy song – love them or hate them – it just needs to stick. If the content is weak, that is shameless self absorbed self promotion.
Once the content is solid and is reaching outside the circle of friends that will like it and tell you its great it is now proper promotion. Friends and family are THE WORST source of support. They will tell you what you are doing is great and fantastic but in reality that does nothing to allow you to grow. You need real honest feedback to grow. Thats not to say your friends are terrible and should be ignored but they aren’t the true fan that supports the “brand”, they support you as a person. That separation is crucial. In the same breath done listen to all the trolls, they are unfortunate noise, look for the honest constructive feedback positive and negative. Scratch what doesn’t seem to work and push more on the side of what does work.
Hope this helps!
Happy Mixing, Songwriting, Performing….
Patty Peeze
Not perfecting music is by far an away the hardest new rule. As a recording engineer, composer for film, TV , and commercials, I’ve been trying to make sure I have perfect those projects I’ve been hired to do. As far as disclosure is concerned, I’ve been doing this since copy-paste meant having a sharp razor blade , and a good tape block. As for this idea, in today’s music you are absolutely correct. Most listeners don’t hear many of the mistakes you record. However, please don’t leave any imperfections that can drop the listener’s attention. No one should be that sloppy.
I would have a hard time putting out just anything. I want it to be good when I put it out so when I go to sell a project I feel confident that they will like it and want to purchase the project plus what ever I have coming out.
Congrats on the article getting picked up by HuffPo!
Thank you for the video Graham, great as always.
I can’t help feeling that it’s going to be the Music that suffers. Musicians will have less time and energy to hone their skills as they have to learn the business side and spend valuable practise/song writing time promoting their material in an increasingly saturated market.
Yeah, that’s right, but there might be a trade-off in the equation. Being more involved in more aspects of promotion and distribution might result in artists being more savvy about the practical side of getting the music out there. More balanced. Less exploited.
I see less about releasing lower-quality content in the 3 New Rules, and more about the new practical realities. But Graham has long advocated for deadlines because they ensure the completion of a project. Home studios often suffer from LACK of deadlines – nothing has to be completed, and thus never is. And past a certain point in a mix session, you can do more harm than good. My approach is to break up a mix into several “partial” sessions, with a few days in between. There’s less pressure to complete it in a given partial session. And I hear the mix “fresh” each time, as a potential consumer does. But the mix time is not unlimited. I focus on getting a reasonable mix, not a perfect one. It’s a universal truth: If a mix sounds bad, it’s not because the mixing engineer lacks “golden ears” – it’s because fundamental mistakes were made. I purchased some of Graham’s videos to learn how to avoid mistakes. But as for releasing content, you can compromise by setting a deadline. Then “release” the content to yourself, and “consume” it a few days later. If needed, set a new deadline for a remix. In time, this process will become streamlined, and the releases will still be of appropriate quality. But it all starts and ends with a deadline (pun intended).
I think what Graham and his sources are saying is that the Music Industry is no longer a Retail institution but a Service Institution. And yet, it is still business. Content basically is the equivalent to marketing promotion, where the actual product is offered free as a sample or demonstration. Branding still requires a product and that is where all of us are; we are the product and branding is basically our songs, that is why it must represent us well, or represent an artist who uses our song, then branding enters. The reason some of us don’t have content is that our product and brand doesn’t excite us enough, because like a hit song, when we have something that we know is amazing, WE WANT TO GET IT OUT THERE! And that is where the challenge starts. If we can’t excite ourselves, we ain’t gonna excite no one else.
Hi Grahame, I’m a Kiwi and a big fan of yours. You asked us to be honest. I agree with branding and content. But I feel you should use the content rule to introduce rule 3 ‘imperfection’. I.e., if it’s not perfect yet, then engage audience with your demo’s using the content creation rule, so they see it progressing (but never over do it). As for just getting it out there, imperfect, rule 3, i think it’s artistic suicide. Make sure your final releases are damn good. Otherwise 90% of us here are wasting all of our investment in our recording studio’s. But up until then, you can connect rule 2 and 3 together. Just don’t make the mistake of giving fans loose or incomplete or unpolished final release material. They are not stupid and will judge you for it. You will appear amateur. Give them the goods if you want them to pay.
Agreed – your music should be good. But it doesn’t have to be perfect. I see far too many of my students trying to “perfect” their mixes before releasing them – and they never end up sharing their music. Defeats the purpose of being a musician!
Great tips Graham, thanks for what you’re doing !
Wow – you really summed it up. But all three of these hard realizations. I think the toughest one for me is #3, because although I’ve been playing, performing, practicing music for 50 years – it’s only been recently that I’ve come to view myself as a “musician.” I’ve released 30 songs (two albums and an EP since 2006), but only been mixing/mastering my own stuff for the last two years. The past year I’ve really dug into learning mixing and mastering, including your Jumpstart series, studying Bobby Owsinski’s handbooks, working through Tim van Doorne’s Heroic Academy materials, and set myself the task of re-mixing/re-mastering those 30 tracks for practice to improve my skills. I suppose I could have just drawn a line and tackled things from here on out, but I thought it would be worthwhile to try and bring myself up to a standard, and then get better from there. I appreciate what you’re saying about feeding the brand, generating content, and getting it out there – and I’m feel once I’m through with these re-do’s – I’ll be ready to start tackling it all more as you describe. One question I have is regarding the “Content Release Schedule” you mentioned… what would that look like?
It could be sharing something each week, twice a month, each month, etc.
Thank you Graham for your generous sharing of the music making process! It has been vital for me so far as I’m fairly new to this whole thing (not playing music, but the “production” of music).
Up until now the most challengeing part for me has been to let go and just finish my songs. It will probably continue to be a challenge but I’ll learn. Just yesterday I finally released my first singel on spotify, Google Play and so on, and it was actually a huge reliefe to let go of it. Now highly motivated to move on to the next song who has been waiting for too long! Again thank you!