Advice For Independent Bands

If only it were so simple in the life of an unsigned band. If you're reading this it's probably because your band is awesome, talented, unique, and... not ready to sign with a label.

"What?? No way!" You say, "we're all super talented and our songs are really well crafted. Of course we're ready."

No, you're not. That's not because your songs aren't good, or you're look isn't right, or any of that other stuff artists tend to over think. It's simply because most musicians tend to forget what half of the "Music Business" is. Business. (And to be honest the balance between "music" and "business" is really more like 20-80, favoring business.)

As much as we wish it were so, talent and skill simply are not good enough to warrant label interest. How many super-talented musicians do you know who are still unsigned? If talent were all it took, wouldn't they already be packing arenas?

The fact is record labels as businesses are looking for something they can cash in on quickly and with as little investment as possible... record labels sign success.

So what does that mean? As an unsigned band, it's up to you to establish a fan base, book shows, record, publish and distribute material, and yes, even make a profit.

Now I know this all sounds backwards. Isn't that what the label is for? In short; not really. At least not in today's music industry. Changes in consumption habits and technology have left record labels less willing to gamble on startup, and even up and coming acts, which means it's now up to unsigned bands to prove their success, and ultimate worth.

But better you're aware of the realities of the music industry earlier, than to haphazardly throw yourself into the mix with no real idea of what you need to accomplish to succeed. As stuffy as it is to talk and think business, it's even more frustrating to see all your efforts end in nothing.

So what can you, the unsigned band, do to become a success? Here are some tips to get you started:

* Record Some Music: This seems like a no-brainer, but record something. Anything. Set up a couple mics during practice, or ask a friend with equipment if they'll help you cut a demo. Or even find a studio with affordable rates. There are a variety of ways to get it done. Online classifieds, message boards and schools with audio engineering programs are good places to look.

* Give those recordings away (almost) free: At this stage the whole purpose of recording is to give fans something to remember you by. But that doesn't mean you can't get anything out of the transaction. A simple one-page website, or 'landing page', where people can download your stuff in exchange for sharing their email address is a great way to build a fan base. But keep it simple. Include a brief summary of your band, and explain how the process works. The page should have no more than 2 options for visitors: share your email and claim your download, or leave.

* Promote the download: Print business cards and hand them out at shows, you can get hundreds for extremely cheap. Promote it on your band's other online sites as well (Facebook, Reverbnation, Twitter, etc.)

* 

Upload your music for free at ReverbNation.com

Build, and use, an email list: I know, 'who still uses email?' But there's a reason you're doing all this. Firstly it establishes a direct connection with fans who you know are willing to act when it comes to hearing, and staying in the know on what the band is doing. And it's a much more direct method of promoting shows and other happenings than hoping your post will stand out amongst hundreds of updates on Facebook. Second, it proves to labels that your band has an active fan base, willing and excited to be involved with you, and ultimately more likely to financially support your efforts through show attendance and album sales.

* Find some signage: On average, new acts only seem to tell an audience the name of the band 2 to 3 times per set, if that. That's not enough to stick with most people, especially in a loud bar or venue. So put your name in writing. The kick drum graphic is a classic, and works great as long as no one is standing in the way. Whatever signage you chose, just make sure it's easy to read for everyone in an audience of 200 or so.

* Concerning merchandise: It's awesome! Everyone loves seeing their band's name on tee shirts, stickers, bracelets, buttons, beer cozies and the like. But don't expect to get your money back on them. As an unsigned band these are simply more tools to keep you on the top of people's minds. And you'll likely be giving most of it away for free anyway. I'm not saying avoid merchandise, because it's definitely good to have. And eventually it will be necessary. But do know that there are more efficient ways to build, and showcase, your success.

Obviously this list is far from comprehensive, and there are thousands of other ways to promote your music. But keep in mind that whatever you do, record labels are looking for trackable information that proves you're successful. As an unsigned band, starting with simple, low-cost methods is a great way to establish a foundation and take your first steps.

If you wish to gain more insight into the ongoing changes in the world of independent music, feel free to contact me using the email form below my Bandcamp player.

foxyform

Booking Your First Gig

You've spent months working on your set list, recording your demo, and perfecting your stage presence and now you've come to the pivoting point; Setting up your first gig. Don't worry, there is nothing to fret (pun intended), setting up your first gig is as easy as plugging in your instrument. Here are some insider secrets on the art of setting up your first gig.

1. Get your act straight - this means have a demo, a webpage with some recordings and pictures, and possibly some friends already. This is not required, but it is a huge help when trying to score a gig at a bigger and more popular venue. Some venues will not consider you unless you have an EPK (electronic press kit), or at least a webpage with music and pictures. If you don't have a demo, record your 3 best songs, burn them to a cd and send them to all the venues you'd like to play.

2. 

Know your crowd - this is going to help you figure out what venues to call and set up arrangements. Obviously, if you're a rock and roll band, it might be good to know if the venue you're playing is primarily a rap crowd or a country crowd. Make sense? Usually this is as easy as asking around, or making a few phone calls. Most of the time, a venue will be able to let you know if your music would fit their scene, and if not, usually they can name off a couple other venues that would fit.

3. Ask the promoter - at the venue you've selected what the average head count is on weekends, and what other local bands (or out-of-town) bands play there regularly. This will help you establish if it's worth playing, and if it's just another hole-in-the-wall joint.

4. Once you've figured out the other bands - give them a call or email and see if they'd like to include you in their next show. Most bands out there love to have other local bands of similar taste play shows because it brings in different people, and can help increase their exposure. This also helps you because their crowd will be able to see you, which will bring you more exposure.

5. Sell your band - to the owner or promoter. Usually at first, if they've heard a demo, you'll get a gig (you'd be surprised at how many bands get accepted to play for venues that aren't too "awesome"). Venues will provide you with tickets in most cases to sell off, since this is your first gig, take 25 - 50 tickets, as it's not as easy to sell tickets as you'd think... then sell, sell, sell. Anywhere can sell a ticket, it all depends on you.

6. 

Promote like your life depended on it - you must promote. Flyers are a great way to promote, put them around at local tattoo shops, grocery stores, or stores that you might find people who listen to your music at (hot topic for example for metal shows, etc..). Pretty much anywhere they'll let you put a stack of flyers is a great place. Flyers can be made on one sheet of regular sized computer paper, 4 to a page. This way you can spend less money for more exposure. Be prepared to spend at least 10 bucks on materials for posting flyers.

Your webpage is another great place to advertise your show. Tell all your friends, family, and anyone you know or do not know about your show. Also setting up shows with other local bands (where you're headlining rather than them) is another great way to get promotion out. This will bring more people as stated before, and you can also post comments on their pages getting people to see more about the show. Also adding friends from local bands that are similar to your genre are a great way to get more fans. Make sure you have recordings! No one wants to go to a band page with no music.

7. Set up your set-up - when you get your tickets and your go-ahead on playing a show, make sure you look at the stage so you can draw up a layout. Usually after a few shows, you'll have the basic concept of your layout embedded in your head. But for now, draw up a rough sketch of the stage and go over a few ideas on where to place your amps, keyboards, drums, mics, etc.. and make sure you remember to factor in how much time it will take to move your equipment into desired positions. Usually a few friends works great for stage hands.

8. If you're looking for a real bang - hire a light guy. Lights are one of the most impressive factors of a show, and good lighting can make-or-break a show. Lights add a different effect, especially when they're your own. Most venues already have lights, but it'd be nice to stand out from everybody else. Light guys can be expensive, but sometimes they're pretty cheap... it's even better if you already know someone with lights. Ask other bands who their guy is and see if you can get a deal. Sound is usually taken care of, but if you want to go the extra mile, hire a sound guy to make your sound stand out more than the rest.

If you're more about being cost friendly, and know how to hammer a couple boards together, make your own light show. Usually all it takes a couple 2x4's and some fluorescent lights to make a really good show. Using a power-strip is a great way to turn on flood lights by the click of a button when the timing is right. Play around, it's not too hard.

9. Figure out the cost - It's just like a business (it actually is if you think about it), you need to factor in distance of venue from practice spot, labor (moving your equipment around), gas, and play time. If you're playing a half hour set, you'll ask for less than if you're playing an hour or more. Make sense? At first, pricing is not as important as getting exposure. Once you bring in the crowds, you can charge as much as you want. Some local bands around my area make 400+ a show for a half hour set. It all depends on the crowd.

Also, playing locally will usually get you less than playing out-of-town. If you're from out-of-town, then charge them more. Have a set price after a while, because remember, it really is all about the crowds. If you play out-of- town on your first gig, then charge them a little more. If you're going to be bringing them a big crowd though (first show or not) then you better charge more. The more you charge, the more you appear to be professional. This is a big step in getting more venues to call you instead of you calling them.

10. 

Play and have fun - When you get your crowd involved, it makes them have more fun, and they get a connection to you and your music. Don't just be another band going from song to song. Talk to the crowd, make them have fun, make them cheer, make them move. Venues love it when you remind the crowd about the bar and tipping the staff. Promote the venue you're in, and always, always, always remember to thank any other bands you have and promote them as well. For example

"We loved playing for you guys, you rock! Remember, so and so is playing next, so give them a riot and rock on!"

Other bands who play with you will love to play with you more often if you promote them as well, remember, when you combine, your crowds become one. You and the other bands both get more exposure.

If you follow these guidelines, you will get your first show booked, and many more afterwards. Your crowd will increase, and you'll grow in time. A band who plays good is good, a band who can sell and play good is great, and a band who can bring a crowd is excellent.

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Facebook Online Music Irritants

The vast majority of online musicians conduct their business in a professional and consistent manner. This professionalism is in the overall interests of their followers, prospective followers and fellow musicians.

A great deal of online music promotion is down to good administration and timing. Supporters don't want to know every time a musician blows their nose or be reminded countless times in a short period of time that they have a new song completed. There is no need whatsoever to post the same 'news' on sharing sites many times over in a short period of time.

Quite some time ago I decided to block posting on my Facebook profile page. I was noticing bands posting their music site of choice slowly but surely increasing to the point where my posts relating to my music almost vanished amidst a collection of other bands. I have nothing musically against these bands but it came to a head when I posted a link to my ReverbNation page at around 10.pm. The following morning, I found that my page had been 'bombarded' by posts from no less than 16 bands!

I kept a mental note of these bands and things settled down for a while. Over the last few weeks, bands have

now been posting their links under 'comments' on my profile page; the initial posts generally being totally un-related. I also find posts by bands that are composed entirely in capital letters and exclamation marks somewhat off-putting. The bands message is over-ruled by the glaring nature of their posts; sometimes a few seconds apart.

I had no option than do post a pretty direct message regarding this. There are NO "three strikes." One strike and you're gone. Some musicians will be reading this thinking I'm an egotistical bastard. People who know me know otherwise. I noted that I lost about 8 'friends' on Facebook since the post went up. I'm inclined to think that this is more to do with my singular use of the "f-word."

I am not targeting this entry at any band or musician. The culprits know who they are. The professionals know who they are too. I am not taking a holier-than-thou approach either. I've made the majority of these mistakes myself....but I've learned from them.

Music, to my mind, is not a competition. What will be, will be. There are followers of every genre of music out there. Respect this diversity. If handled professionally it is your best asset.

Related articles

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"Fire All Amps."

I have commenced this new blog as the result of requests from independent musicians to (hopefully) explain what being an independent musician entails. The amount of time and effort that goes into what is finally heard/seen by music enthusiasts can't possibly be captured in listening to a few tracks or attending concerts.


From music enthusiasts I have been asked just what does go into 'the finished product.' I must confess, I'm extremely heartened by these requests on behalf of myself and fellow independent musicians.

I shall be keeping this entry brief, basically as an entre' for what shall ensue in future entries.


I shall be drawing not only from my own experiences but am officially inviting music enthusiasts and independent musicians to submit question, relay experiences and so forth. I feel that this will give me as balanced an overview as possible.

Please submit questions and experiences by email to my Facebook profile page. All relevant information will be given due credit in the form of a link to your site of preference. It may take a wee while to sift through things but I will get to them.


Watch this space....