Thursday, February 24, 2011

The Path

The ongoing theme for me lately in my discussions with musicians has been about what path, or paths if you will, to take in getting their music out there. Instead of wrapping this up at the end, let me simply go ahead and say it now. THERE IS NO SPECIFIC OR "ONE SIZE FITS ALL" PATH THAT WILL WORK FOR EVERYONE. The major labels, and maybe some of you musicians out there, seem to be looking for ways to take things back to the glory days when music as a product was finite. Major labels, before the mp3 genie was out of the bottle, had a stranglehold on what we heard, how we heard it, when we could hear it, where we could buy it and how much it cost. The rest of us are simply trying to figure out how to get anyone at all to listen. Maybe we should debate the virtues of using Band Camp over Topspin or vice versa? Maybe we should replicate how Amanda Palmer spends countless hours on social media? Do you give your music away for free? Do you let fans pay what they want ala Radiohead? Do you only release singles and forget about making full lengths or split the difference with EP's? Where do you upload your music to? Where do you upload your videos? Should you be on itunes or try keeping all the money by selling you music off of your own website? How do you engage fans and/or crowdsource without looking like everything is one huge bullshit way of getting them to buy something from you? How much time to you devote to social media? Are you just another band screaming for attention with social media or are you genuine and really have something to give or say? Do you dare attempt getting radio airplay and getting mainstream media and press outlets to pay attention? How often do you release new material? What new content are you giving your fans between releases? How often do you play shows? Do you try touring? If so, how large a geographic region do you try to cover? How often will you play markets outside of your hometown? Need I continue? You can see that there might be an infinite amount of questions to ask. The great thing is that there are also infinite answers. You must set your path in motion by asking questions. Ultimately, only you and your band can find what works best for you. Many of you have tried and are still trying several paths and by the way, that's fucking great. I will certainly have very strong opinions on all of the aforementioned questions but at the end of the day, no one can execute these things for you. If you are throwing darts, at least step up to the line and throw the fucking dart. You think the major labels have the answers to all of these questions? When's the last time you read or heard anyone talking about DRM (that's Digital Rights Management for some of you casually playing along)? It's been a while. The fact is that everyone is looking for where this mess will land. Resolve yourself to the fact that it will never land and the path to enlightenment will be forever changing. I know I said never and that may just bite me in the ass someday. It's not someday yet.

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