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

Manage Your Music

Once your band has gone past the "we'll play anywhere just for the sake of it" phase, it's time for a band meeting.....or more appropriately,
meetings. 


At this point, the buzz of performing is still very strong. To continue down this road without any guidance, direction an organisation will see things disintegrate into double-bookings, financial disagreements, repertoire and your once staunch rehearsal timetable.


Like it or not you are going to need a manager. I can hear many independent musicians shaking at this prospect. The vast majority of those who may be somewhat reluctant in this area are reluctant because they're never worked with a manager and only have stories of scams and scandals to go by. Whilst such tales do occur, they occur no more or less than any other business.


When the decision has been made to employ a manager your band must have an initial meeting to do a 'stock-take.' This entails an inventory of all of your recorded music, any video footage that you may have of live performances, press articles, radio interviews, photographs, 'major' appearances, regular venues, type and size of crowds that you attract. Your promotional resources personal/family commitments. With regard to all of these factors, do not lie! It will bite you on the backside further on down the road harder than you can ever imagine.

By this time, your band has been in the game long enough to be able to contact prospective managers. Give yourselves options. You are about to become employers and you want the best candidate to take your career to the next level.


Once you have decided on possibilities, contact them. Contacting them in person is ideal but not always possible. Prospective managers will appreciate your goodwill.


The next step in the process is to organise meetings with each of them. It may be necessary to schedule the meetings over something of a protracted period. This is not a bad thing. There are a few rules that are imperative when each meeting occurs.


Ensure that each band member is not under the influence of alcohol or any other mind-altering substance. Nominate one member to be spokesman. That spokesman should express the bands wishes as far as what they desire from a manager. Only selective material should be presented. Managers are not fond of bands who reel off only their major achievements. Emphasise commitment. Combined with your track record this indicates that the manager can, as previously mentioned, take you to the next level and earn money himself whilst at it. 


When the prospective manager has his say, be on the lookout for 'big-noters' and a blaze' attitude. For the astute musician, these traits will be detected during the initial stage of the meeting.


As your band progress through meetings you will begin to get the knack of what a managers role is and the variety of tactics employed in order to achieve the same desired result. More of that in a future entry.


In the meantime, get yourself some "Redemption." Discount code: lusty

May You Have A Strong Foundation

The reasons for a bands' formation are many and varied. The adrenaline of that initial enthusiasm of the prospect of actually performing live is literally blinding. I cannot emphasise enough that it is during this embryonic phase where every aspect of your band should be considered, discussed and carried out both precisely and in slow-motion.


Despite your eagerness to 'get out there' many factors must be addressed.

The first factor is the bands' line-up. If a full and competent line-up hasn't been formed, then auditioning musicians must be attended. Don't hastily take on the first bass player because he's a nice guy or vocalist because she's attractive.


A band is a business. Despite how they may present on stage, professional independent musicians treat their work as a business. They rarely make it as far as the so-called 'glitz' and if they do, it'll only last one or two gigs.


The auditioning process for a band entails more than most people realise. Are prospective new members willing to perform your style of music and are they able to? Are they willing to rehearse at the times (which should already be set) the band rehearses? Are they willing to travel rather long distances for gigs?


It is also very important to find out the aspirations of prospective members, their track record musically and their personality. Obviously at auditions a musicians competence can be gauged pretty quickly, as can their ability to adapt to your style of music if this is required.

During auditions prospective candidates are going to be (ideally) on their best behaviour. When the band gets on a roll this can quickly change. It is a wise move to have someone outside the band observe auditions. Subtle things like body language, eye movements that people think go unnoticed, the way that the musician being auditioned carry themselves in general should all be taken into account.


A few musicians may disagree with what I'm about to say but I'm speaking form well over 20 years experience. It pays to ask around about the persons general character, circle of friends and so forth. Be upfront with them and tell them that this is part of your protocol. When it comes to individual band members, any secrets that may jeopardise the bands' progress further on down the track should be willingly and openly brought to the surface immediately.


Every band member is the business of the band. This can be subtly reinforce with involving every member as much as is possible with all facets of matters pertaining to the band. No matter how trivial a matter may seem, the more in-touch with the 'big picture' of the band that all members are privy to, as a professionally courtesy and a business tactic.


These initial moves really do ensure that your band is a cohesive unit before you hit your first note at rehearsal.