Have you recently decided that you want to pursue a career in music as an artist but have no idea where to start?
Even if your end goal is to sign with a major music label, I think you still need to apply these steps. Just know that in the current climate of the music industry, thanks to the internet, you are no longer dependent on music labels to be successful, especially the majors. You have the freedom to do it yourself.
Signing to a label definitely has its benefits as they can provide resources and expertise that allow you to focus more on the creative aspects. However, it may come at a cost that I don’t think many artists want to pay, like them having ownership of your music. This topic could be for another blog, but just know the approach that I advocate is a direct-to-fan relationship where you’re in full control of your career and your music.
Pursuing music as a career is not easy, and it takes a lot of work as an independent. Not only are you responsible for the creative, but you also need to run the business side, at least early on. It can be overwhelming, but I hope this blog will be a good starting point for you and serve as a road map for laying the foundation of your path towards a career in music.
1. Make sure you have a way to make a living (day job)
In popular culture, we romanticize the idea of leaving everything behind and head to the big city to pursue our passion. Unfortunately, more often than not, it’s more fantasy than reality.
It’s probably not smart to drop everything and try to make a living off music right off the bat. If you’re financially well off or have built up a strong following through another industry then maybe this doesn’t apply. But for the rest of you, your priority should be to do something that pays the bills to keep you afloat while you do music on the side.
Some might like the idea of going all in without a backup plan because they feel the pressure to survive will help motivate them to make it doing music full-time. Hey, it’s your life, but not what I would personally advocate.
Before the internet, if you wanted to pursue music, your best hope was to move to a big city and try to get the attention of A&Rs (artists and repertoire) in order to get signed by a label. Fortunately, those days are basically over as you no longer need labels. However, this also means that just about anyone can try to pursue music, creating a noisy and competitive environment.
Since we all have bills to pay and other adult responsibilities, don’t feel like having a day job is negative. I know artists who work 9 to 5 and then do music and perform at shows in the evenings. While some were fortunate to be able to jump straight into music without having to work a day job, everyone’s situation is going to be different. Success in the music industry has many different paths so embrace your unique journey. This transition into a full-time musician is a process to make sure you have ways of sustaining yourself.
You can put a day job to work for your future by interning or working in a position related to music (venues, labels, music schools, etc). Even teaching music as a side gig to supplement income could help as well.
Lastly, while you still have a day job, learn the different cash flows and opportunities involved in music. The main ones are touring, branding and publishing. Understanding and maximizing these options improve your chances of transitioning from your day job to doing music full-time.
2. Have goals and a plan
Do you have a good idea of where you want to go with your career?
You really need to understand what you want to do and have a good idea of how to get there. If you don’t, you need to research and ask people. Set goals and have a plan so you’re not wasting time.
Some people may want to just make music to get sync licensing deals for commercials or movies. Others want to be a performing artist who tours the world as an independent. Maybe you just want to produce tracks for other artists. Maybe you want to be signed to a major label. Or do you want to create your own label, band or collective?
Not everyone will have the same goals or aspirations. It may take some time to realize what your long term goal is, and it may even change as you gain more experience. But once you have your end goal, you gotta reverse engineer it.
Keep in mind, the purpose of this blog is to broadly outline the different elements you need to think about to be an independent, performing artist and songwriter, but of course, most of the points still apply.
I know we live in a massive, globalized world where we can communicate and interact with just about anyone anywhere on the planet. However, one of your first goals should be to make a name for yourself in your local area. Depending on your type of music or area you live in, you may need to move closer to a certain city or music scene to optimize your chances of success.
3. Treat your music career as a business
Whether you like it or not, being a music artist is like starting a new business. In a traditional sense, your music is your product, like physical copies of your music.
But even that is changing. Your brand has now become the commodity you monetize through your merch and tickets to see you perform. Regardless of the form your product takes, you need to operate as a business entity. There are different music business models you can implement, so it’s important to be aware of what they are and find what works best for you.
This means, at some point, you will need to:
- Develop a marketing strategy
- Identify your target audience
- Understand and apply branding
- Hire an accountant to handle financials and file taxes
- Protect your assets (music)
- Build a team around you
- Map out a business plan
- Consult with a lawyer to help with contracts
If you plan to pay others to handle parts of your business and marketing, it is important you still educate yourself in these areas and know what to expect from them. You may hate the business aspects, but you still need to be informed and educated to make the right business decisions for your career.
Even if you know you have skills to excel in the business side, it may not be the best use of your time, as it takes you away from focusing on making music, so you will still need to surround yourself with a strong supporting team.
For bands or music groups: You will need a band agreement to decide on things like splits and percentages for copyrights over original song compositions and gigs, etc. This will need to be done in writing. You should use contracts and written documentation to detail copyright ownership, band operation agreements, payment expectations, rules, decision-making processes and other important procedures.
4. Keep making music and improving your craft
It sounds obvious, but it can be quite challenging in today’s music climate.
To combat the oversaturation of content and competitive climate for attention, speed has become a huge factor when it comes to making music. By speed, I mean how often you can release music consistently and keep fans engaged.It may be challenging to balance the business and creative sides to produce quality music, but that has become the cost of entry.
Your success in the music industry ultimately starts with how good your music is. A good song can help jump-start your career, but you need to keep pushing out music to build off that momentum.
Don’t fall into the belief that talent alone can sustain you, as there are other more important factors, like work ethic and promotion. Talent matters to a point, but if it doesn’t translate into “good” songs that gain exposure, then it won’t take you far.
Promoting your music is arguably as important as making the music itself. Your priority is to make quality music, marketing it is second.
With that being said, don’t get complacent. Keep refining your talents and skills. Whether it’s singing, rapping or producing, keep practising and learning. Never stop developing as an artist!
Russ, who has a record deal with Columbia Records, is an Atlanta based rapper known for building his fan base from the ground up by basically releasing a free song every week for 2 years on Soundcloud. In additional, Russ produced, mixed, mastered, engineered, written, and perform the songs all by himself.
Lastly, make sure the music you do put out has good sound quality. Although I don’t know much about the technical aspects of making music, I do know mix and mastering your songs matter to make it sound good in different speaker systems. We have the ability now to record music easily using personal laptops with quality equipment in right acoustic setting, but make sure to have someone knowledgeable and skilled handle the rest if you don’t know what you’re doing.
5. Network and be community oriented
Your network is your net worth. More often than not, it’s all about who you know in life, and the music industry is no exception.
One of your first goals should be to develop relationships in your local community and music scenes. You can network in your neighbourhood, city and school by knowing the different music venues and establishing relationships with other local artists and people involved in music.
You can also think of it as building a local support group to help you stay motivated.
Of course, you should be doing this online as well as in person. The internet isn’t just a place where you find fans. There are networking opportunities, but you just need to know how to approach it. Don’t just put up the music and going around spamming people to listen to it. Instead, find relevant online communities to be active in and support artists similar to you. This way you can meet other artists to collaborate with and possible industry connections that may help you in the future.
The goal with networking is to build relationships, meet artists to potentially collaborate with and find possible people who may be a good fit for your teams like a manager or lawyer. You will need a team, but chances are you’re not going to be able pay people early on so you need to work with others who at your same level and believe in what you have to offer. I was that person who needed to find artists to help. In fact, the first artist I started working with was an artist I met through college.
Remember, relationships are key to success in this business, so start developing them locally.
Learn more about how to adopt a community-oriented mindset:
6. Establish your online presence
There’s a difference between making music as a hobby and making music as a profession. Just like in business, presentation is important. If you come off as amateurish, people can subconsciously associate you with lower quality and someone not worthy of attention.
Part of treating your music career like a business involves presenting yourself as an artist to take seriously. In addition to setting up your social media accounts and optimizing them, you should also have a clean and professional website.
Start by registering for a domain name, ideally something that is the same as your social media usernames for consistency. Here’s a great tool to use to check for available domain names:
Can you get away with just using social media? Sure, anything is possible, but I don’t recommend it. The way I look at it, it’s all a numbers game. There are things you can do that are not required, like having a website, but they will improve your chances of being successful.
There may come a point where you need to get publicity or coverage. Remember, people or organizations with large audiences tend to get a lot of requests, so they need to have a system to filter out who they write about or promote. Creating a good impression with a website and strong brand can help. Only having a SoundCloud account as your main online presence just doesn’t put out a good impression.
7. Know yourself and establish your brand or artist identity
You need to establish who you are as a brand to make it easier for people to identify and distinguish you from other artists.
This may be hard for some, but a good way to understand who you are is to establish who you are not. You need to know this to market your music to the right audience. Often times, you’ll want to reach people who are like you, that’s why I say you need to know yourself or have self-awareness. Establishing your brand and identity helps potential fans decide if your music resonates with them. Remember that your music is not for everyone.
Is your brand a static entity? No. I believe your brand or artist identity can evolve and change, just as we normally do as individuals. But it’s important, especially early in your career, to start with something that is authentically you to build around and commit to it.
Think about your story, angle, hook or nugget (as Ariel Hyatt of Cyber PR Music says) that helps you stand out and makes you different. It should be an authentic part of yourself that makes it easy for people to associate and connect with you.
The tricky part is to try and sum up what you’re all about in a short line or sentence. Identifying yourself as a ‘female rapper’ is too vague. What can people expect to hear from you? What kind of scenes, subculture, hobbies or interests are you into aside from music?
All this boils down to communication and clearly stating who you are through your brand so that you can hook the fans who resonate with your story and music. Identify and communicate that one ‘thing’ that someone can latch on to and reflects a part of your fan’s identity.
8. Build leverage through value to get what you need
Sometimes it can take that one popular tastemaker, blogger, playlister or influencer to get you the publicity and exposure you need to get your career going. These are basically people who have a large audience of followers and can get your name out there to accelerate the growth of your fan base. Assuming, of course, that you have really good music that is worthy of attention.
For most artists, a random request to these individuals asking for promotion will often get ignored. So how do you get their attention? Think about what’s in it for them. How does talking about you or promoting your music benefit them?
Unless you know them or have connections, industry people are less likely to do you any favours just out the goodness of their hearts. No matter how good you think you are, don’t ever feel like you are entitled, especially if you haven’t proven yourself yet.
It’s important to understand what value you possess as an artist and how you can leverage it to get others to talk about you and promote your music. If you’re just starting, you won’t have leverage so you will need to provide value first.
In today’s music industry, value usually starts with offering your music for free to build a following:
The value you possess could be that you have really good music that makes influencers look good in front of their audience for discovering you.
Maybe you have a large, engaged social media audience that can get the blogger or popular playlist additional exposure.
Same goes with the local press. The media entities have an audience as well that they need to engage, so if your story is unique enough, it can fill that need.
I think it’s important to think about this perspective and not just about what you want. The music itself and the audience you’re able to build from it is your leverage, and not solely your talent. Your story can also be leveraged.
This concept even extends to potential team members, managers, booking agents, promoters and even labels taking notice and wanting to work with you. It also governs the relationship that you have with your fans.
9. Know the basics of music copyright laws
One aspect that can get easily overlooked is protecting your music. To avoid this, you want to make sure you properly copyright your work.
I’m not a lawyer, so I can’t offer much more advice, but do your research. Technically, your music is copyrighted when it is created and made into a tangible form (written or recorded). However, registering your music with the copyright office can offer further protection and help provide evidence that you are, in fact, the originator of that work.
Copyrighting your music prevents you from becoming a victim of copyright infringement (intellectual property theft). I was told by someone who use to be an A&R for a major label that they would scout for songs from lesser known talent and check to see if the songs were copyrighted. If they were not registered, they could essentially steal it. This was a long time ago so I imagine it would be much more difficult to actually take someone’s song as their own in the digital age. But, the main point is to take precaution and know your basic rights as a creative.
10. Find opportunities to perform live
Unless you want to be someone who produces music behind the scenes for other artists or for licensing, you need to find opportunities to perform.
Live performances are more important than ever as an income source while record sales continue to decline.The idea is to get practice performing for others live, be comfortable in these live environments and improve. Just like with any other skill, you need practice and experience to get better.
Feedback is important too, so you know what to improve on. If possible, record your live performances to watch later. Also, watch live performances of your favourite artists and study them.
If you’re not at the level where people pay you to do shows yet, start developing your performance skills at family gatherings or open mics in your community, schools, churches and local businesses.
Eventually, you’ll want to hire a booking agent, but it’s safe to say that you’ll need to be able to get shows on your own first to show promoters and talent buyers that you have people who want to see you.
11. Think about building your team
I touched on this in a few of the previous points. If you really want to take your music career seriously, you will need a team. You may be one of the few artists who love running the entire business operation and manage to do it well in addition to the creative, but it would be difficult to grow this way. You will need to find competent people you can trust and hand over control to in order for your music career to flourish.
As someone who works as a member of other artists’ teams, here are my suggestions on what you should you look for:
- Do they have their own personal goals and aspirations that motivate them? You don’t ever want to bring on someone who just needs the money or has nothing better to do. They should have their own goals that align with yours to keep them motivated.
- Are they fans of your music? Clearly, if they don’t like your music, they don’t have any faith in your career. This is something that may not be obvious or apparent, but something you need to be cautious about. Personally, I wouldn’t feel right if I didn’t like the music of an artist I worked with or at least saw the potential for them to make good music.
- What are their values and perspectives? I find that it’s nice to work with people who see the world similarly to us and even share our interests and hobbies. Do you actually get along with them and like spending time with them?
- How well do they communicate and respond? I like to think of myself as someone who’s very good at responding and being available. However, surprisingly there are a lot of people who, for whatever reason, really suck at getting back to people promptly. Generally, no one likes to work with these type of people, as it is frustrating and annoying.
Of course, there are other things you may want to consider before working with someone, but ultimately you want people who are willing to grow with you, grind it out with you and not just trying to take advantage of you.
Here are some people you will need on your team as your career grows:
- Booking Agent
- Marketing Strategists
- Entertainment Attorney
- Photographer and Videographer
12. Know how to distribute your music online
You can begin gaining traction for your music career by posting your music on Soundcloud and Youtube, but you’ll eventually need better distribution, especially if you want to be taken seriously.
Large online music distributors to consider are:
These are sites that allow you to get your music on the major streaming and digital sales platforms and don’t require going through record companies. They will vary in costs, fees and tools, so do your research before deciding which to use.
Not only do these services help get your music onto selling and streaming platforms like Spotify, iTunes, Google Play, Apple Music, Amazon Music and many others, they offer admin publishing services that help with collecting royalties. This is covered below.
13. Understand the various ways you earn royalties from your music
This is an area that can be confusing and complicated. I did my best to simplify music royalties in this blog here.
As a recording artist, music producer, songwriter and/or music composer, you may have various income streams you can collect from your music (assuming you own the copyright to the songs) when it’s played or used in different situations. For example, if you put your music on places like Spotify, Pandora and Youtube, you are owed money or royalties from those platforms when someone streams your music.
Different types of royalties include:
It may not seem important early on when you’re just starting out, but you will need to look into joining a performing rights organization (PRO). A PRO collects royalties generated from your music when performed live, which can be an important income stream to help sustain artists. You only need to sign up with one PRO.
Different countries have their own organizations and processes, so you’ll have to Google to find out how it works in your area.
Lastly, you should know that there’s a service you can pay for called publishing administration that helps collect all your publishing royalties on your behalf. Technically, you can do it yourself, but it can be a tedious process that is probably easier if someone else handles it. It’s important to research and find what works best for you.
14. Be prepared mentally for the long haul
Don’t get discouraged. It’s a tough industry that, in my opinion, got even tougher. Just because your first song received 25 streams on Youtube, all of them from your friends and family doesn’t mean you won’t one day be in the thousands. It really does take time and work to get your name out there and build momentum.
You will get turned down, won’t get a response, ignored, rejected…maybe even ridiculed. It’s part of the journey. I’ve been to shows for artists who I work with and it’s sort of embarrassing at times, but it’s a humbling process that makes the wins much sweeter.
It will be challenging. It’s a juggling act between the creative and business side while trying to make a living and, for some, getting an education.
But you don’t have to do it alone. In addition to being active in your local music scene, you most likely know at least one musician friend or family member you can reach out to them for advice.
Remember, the best way to be prepared is by having the right mindset:
15. Be ready to invest in yourself and learn
Part of starting a music career is realizing that it starts with investing in yourself first. Whether it’s time or money, you have to be willing to put in the work to learn and get things done.
In order to build your career, you will need money, whether it’s to have someone build your website, pay for studio time, get CDs pressed, hire a designer for your merch or transportation to get to venues to perform. Again, it’s just like a business. You have to be willing to put up the capital and bet on yourself. If you can’t even invest in yourself to make sure you come off as a professional or ensure your music is high quality, how do you expect fans or anyone else to invest in you?
Not only financially, but also be ready to invest time into learning.
As they say, time is money. If you’re not investing money, you’re investing time into the creative aspects of music or learning the business. You will be doing a lot of learning so prepare yourself. Unless you have a lot of disposable income and you can pay a bunch of people, you will have to do things yourself. You won’t need to be an expert in marketing, entertainment law or accounting, but you need to know what to look for in others and what to expect from their services.
“Xpress a Self ”