Throughout his twenty-five year career in the music business, FourFront Media & Music's Christopher Knab has shared his experience at many industry conventions and conferences, including the New Music Seminar and the Northwest Area Music Business Conference.
Knab was owner of a San Francisco music store, co-owner of the 415 Records label, and station manager at KCMU Radio in Seattle.
He currently provides a unique consultation and education service for independent musicians and record labels. His new book is entitled "Music Is Your Business".
Visit FourFront Media & Music's web site.
Send comments or questions to Christopher Knab.
© Christopher Knab
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Click here for a printer-friendly version of "Music and the Business of Music: Thoughts For the Aspiring Musician".
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I have been watching, studying, and analyzing why some musicians 'make
it' and others don't for a long time, and I have given up trying to come
up with some magic formula that every up and coming musician can follow
on some imaginary road to success. It doesn't work out that way. Today
more than ever there are countless advisors like myself who offer tips
to developing acts and 'struggling musicians', and all too often we try
to inflict some 'step by step' process on musicians that will help them
become tomorrow's superstar.
In fact, I think as Americans in general, we are addicted to self-help
books and formulas for success. What is missing in our day-to-day lives
that demands such lofty goals from us? Is there a difference between
the attitude of successful, well known acts and the attitude of upcoming
acts? Why do some musicians make it big, while other equally talented
people songwriters and musicians never get their music heard by the
masses? What specific skills and/or inherent talents do the successful
artists embody that so many 'wannabees' do not?
Is it charisma? That special something that many artists seem to exude
the minute they walk into a room? I think that is part of it, but many
successful acts have as much charisma as a pitcher of milk, and yet do
quite well for themselves.
How about a lot of money? Yeah that seems to be the one sure thing
behind every star. There are always major labels with deep pockets who
know how to spend the money to push their acts into the hearts and minds
of the public, right? Well let's talk about that for a moment. Money can
only push something out to the public for their acceptance or
rejection - that's all it can do. Nobody reaches into their wallets and
purses and spends their hard earned money on anything - unless there is
some real value in what is being offered to them.
Think about it. Today there is a lot of what some observers call
'shallow and immature' lyrics and disposable pop music out there on the
charts - and yet, no one who bought that music would cop to that
criticism. The people who buy the latest sounds on the pop charts bought
that music because it gave them some kind of pleasure. It meant
something to them.
I think we should look at what sells and what is successful from this
standpoint; music fulfills the needs, wants, and desires of any group of
fans because they identify with it. And they like a song because they
can hum it in the shower.
The one thing that all successful acts have in common when they cross
over to mass appeal is great songs! This is true as well for the more
edgy artists who seem to eek out a living from smaller fanbases, they
still write compelling songs that touch the hearts and minds of their
fans. Whether or not you personally 'like' hit songs or not has nothing
to do with it. Enough somebodys coughed up $15 each to prove your tastes
are not always the most accurate barometer for what other people may
enjoy.
What other thing is it that successful artists and bands have that
separates them from those who struggle? My answer is business savvy.
Yup - that's it. Somebody somewhere in every successful act's history had
enough business savvy people behind them to make them the stars that
they are or were.
Now - listen up! It isn't as simple as you think. Historically that
business savvy may have been solely the talents and skills of a
weasel-like manager, or record label executive. It may have been the
unscrupulous business practices of shady lawyers and booking agents, as
well as greedy club owners, or money hungry publishers.
My point is that no matter what the behavior of a particular music
business gatekeeper may have been - they got a certain part of the job
done - they broke on through to the other side of the competition, and got
their act's song into the ears of the thousands of music fans. And to do
that, I can assure you they had a plan.
There are no short cuts to success, and there just isn't enough room at
the top for everyone who makes music to make a living from their music.
But there is a balance that can be obtained in ones life. With the tools
available on the Internet, and the technology of downloadable music now
an every day reality, no musician who writes great songs should have
that much problem realizing modest successes with their music.
Be careful of the "10 Steps To Musical Success" and the "What Every A&R
Rep Is Looking For" articles and books. I have written some articles
with such titles, only because they are my way of getting the attention
of an ever growing group of music star 'wannabees'. Once I get their
attention, I try to give them proven tactics and strategy tips that are
time-tested ways that record labels and industry professionals work.
In reality, there are no 10 steps to anything! There is the conscious
involvement, and commitment to your music and the business of music.
That, and relentless dedication to the art of making music.
Remember that the world of commercial music is a world of dollars and
cents, whether you like it or not. But that does not mean that Art and
Commerce cannot walk hand in hand - they must do that.
I teach a history of popular music course, and it never ceases to amaze
me how often history repeats itself when it comes to the question of
artistic achievement and music business savvy. Most 'artists' in the
truest sense of the world are narrowly focused people who never take no
for an answer. No matter what challenge comes their way, they have no
recourse but to turn to their creative side and get lost in their music
as a way of staying alive, in the truest sense of the term. Then, along
comes a business person who either is or is not ethical, but knows the
music business inside out, and hears the magic in their music, and does
what it takes to get that music heard. More and more as the decades
unravel however, those people are becoming the artists themselves.
We live in a capitalist, consumer driven society. The successful
musicians of tomorrow will be those people who either attract dedicated, knowledgeable
business men and women to do the marketing and promotion for them, or
take that responsibility on themselves and realize that no artist has to
sell hundreds of thousands of copies of their music to make some money
with their music.
Being a musician/business person means you have to be able to write and
perform great songs, and then produce them with a contemporary sound,
and you have to take the time to read Billboard and other music business
trades and tipsheets, and also find time to call club bookers (over and
over), read bad and good music reviews, stay in touch with your fans on
a regular basis, and still put on a great show when you're exhausted or sick.
Do you know what being a professional musician is really all
about? Entertaining people. Entertaining the public as a life
commitment involves getting yourself into a deep sense of personal
commitment to your art. It seems to me that artists who are able to that
have come to grips with the notion that success is more an internal
experience, and not necessarily one that will be satisfied by a
money-hungry music industry that defines success only in dollars and
cents calculations.
Looking at the work habits of most big stars, I think they all have an
'Entertainer' inside them. That's what allows them to succeed in all
areas of the business. That is what keeps them going during the fifth
press interview of the day, and all the other crap that has nothing to
do with music and everything to do with the business of music marketing.
When an upcoming artist finally 'makes it', the pressure to keep
producing sellable music is huge. So the 'artist' has to be healthy and
ready to create on demand. You may be asked to hit the road for nine
straight months, then make a world class album immediately following the
grueling tour.
What it all boils down to is that stars have to be on top of their game,
both artistically and business-wise. It is essential to create a balance
between music and business early on. First make sure your psyche is in
the right place. You know, screw your head on right! Be honest with
yourself regarding what things you are and aren't willing to do to be
successful with your music.
Then, make a plan. Map out how you will improve your skills in both
business and art. Put it on paper. Try living the 50% business - 50%
music rule. Make sure you honor your business commitments and always act
professionally. Make sure you keep your artist side healthy and
creative. Take days off, take walks in nature, take time to noodle
around that song idea that just popped into your head. Such activities
will help keep the artist inside you healthy and able to nourish your
creative juices.
Being a famous musician is not a "normal" life. To survive and thrive
requires a special set of skills. The good news is those skills can be
learned and developed. Every bit you learn now will benefit your career
plan down the road. Believe in yourself, and never stop improving. Your
hard work will pay off, if not at the cash register, at least with a
sense of personal satisfaction for having done the best work creatively
and business-wise, that you could.
Copyright 2000 Christopher Knab. All rights reserved. No part of
this article may be reproduced in any form without express permission of the author.
Additional Columns by Christopher Knab
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