The importance of working on the business and working “in the business”
I was reflecting today on the importance and difference of “working on the business” and “working in the business” Many artists who are self employed can miss the real need to “work on the business” and learn about developing business skills which will be a key part of any overall long term success. Often people can be so busy working in the business they don’t allocate time to work on the business. You can always spot such folks as they well always cry “I don’t have time for X and Y” and this is usually because they have not planned ahead and factored in how to balance time and money. Many artists can be extremely busy, but financially impoverished and emotionally exhausted as they have yet to take a step back and look at the full consequences of their actions
Of course its everyone’s right to dedicate as little or as much time they want to do in both of these aspects. In my other life (aside from music), I have started up and run a couple of multi million pound concerns and this has been a spectacular learning curve. I made some massive errors, which have led me to think carefully about how proceed with any project. This is not about becoming the next Steve Jobs, but rather paying attention to the simple factors that will make things easier and more fun.
Personal Experience with my own band The Small Change Diaries
This current band has now been going for two and a half years. Its been a lot of work and a massive learning curve in strategic thinking. Its also for the most part been a great deal of fun and at times a genuine baptism of fire, which is IMO no bad thing. When we had our first BBC Radio play by Alan Raw on BBC Introducing he commented “This band is everywhere, on Facebook, on Twitter, online and on bandcamp” This was no coincidence, when deciding on the name of the band I also ensured that the online presence and social media were also fully in place. Whether we like it or not, social media is now key to marketing. With the advent of YouTube and Facebook, there has never been a better time for artists to connect directly with the public. I spend a significant time each week ensuring that these mediums are up to date. People can bemoan the amount of time needed for social media marketing, but our biggest gig to date came from a promoter noticing the band’s online presence…
Common Mistakes people make
My business and marketing background has taught me the need to importance of investing both time and money in making any enterprise a success. Of course there is no “right way” to do this, but here are a few of my observations of some common mistakes that in my view can limit the possibilities of success.
Online Presence – consistency and congruency
Whether we like it or not, we are now all in the computer and internet era. If you avoid spending time using these tools and mediums you are with respect pretty optimistic (many might say delusional) about marketing your services. I have often quoted the old adage “You never get a second chance to make a first impression” This is especially true with an online presence.
Your website is like a shop front out into the universe. Its therefore worth making sure that you create the best possible impression and all information is up to date. Amazingly some folks forget to update courses, dates and news which shows a lack of attention to working on the business. The site also needs to be easy to navigate, Google mobile friendly and search engine friendly. Like a store shop front to get the best results you need to ensure that the site is attractive and easy to navigate. Also its useful to remember that Google searches on content, so regular blogs and article are essential if you want to maintain customer attention. Its also important to have a congruent message. Its also crucial to have professional photos and to invest in this. Anyone can “take a pic” BUT a pic is not a photo and there’s a good reason why all smart businesses and artists invest in professional photographers. You don’t need to go crazy, just have a few great artist photos that literally show you in the best light.
I saw one artist site that was wonderfully visual with useful investments in professional photos, BUT the main images on the site were of the artist posing with a glass of wine rather than an instrument, which looked rather odd to say the least. If you are clueless about creating a website FIND SOMEBODY WITH SKILLS TO DO THIS. The internet is littered with really poor websites that are a terrible advert for the artist. Sometimes people make the most basic of mistakes, because they don’t know any better. You wouldn’t open a shop on the high street with a terrible window display would you? Well consider your website in the same way, if you want to attract interest.
Balancing the books and time management
Deciding how to invest time and money and when to do so, is a real skill. I blogged recently on a colleague who was seeking music tuition and was finding it almost impossible to get a tutor to reply to his requests for help. These tougher economic mean that we all need to work smarter and harder to maintain viability. Note I say “viability” rather than “success” as its pretty tough out there at present. this means making sure that you can cost your time properly so that all the key tasks receive an appropriate amount of attention.
Pricing services and products will filter the kind of clients you will attract. How you cost your time is crucial. My advice is always to be mindful of managing time to best effect. Its easy to get lost in time consuming activities, which would either be worth delegating or not doing at all. The idea that the lowest price is always the most attractive option is flawed thinking. There’s a fundamental difference between price and cost. The price is the financial element, the cost is what is involved in the overall trade. For example an artist may get a live opportunity that seems attractive until they factor in the amount of time travelling and other considerations. Sometimes the trade is worthwhile even if you are doing this at a financial loss BUT its not viable to do everything at break even or a financial loss. That is a recipe for disaster.
Working with like minds – “Hanging with the smart brains”
The first band I was involved in was “The Guest List”, almost twenty years ago. There were four of us. Myself and the singer attended all the rehearsals on time and spent a great deal of time planning the band’s material. the drummer and bass player always dragged their feet and this made the whole endeavor really hard work! In the end I split the band as I realized I was doing the majority of the work and two of the band seemed to have very little appreciation of the amount of work the two of us were putting in. Yes everyone has different strengths, but there needs to be an overall collective contribution to the project. Since then I have realised that sometimes you have to change personal lineups for a band to move forward in a productive and creative manner.
The dynamics of being in a band is different to being a solo artist. With bands there is always a dynamic of different individuals coming together and inevitably occasionally falling apart. Its similar to a business in that the overall success requires cooperation and working for overall project rather than any personal needs. Just as in business, different members of the band offer different perspectives and often the best creativity comes from discussion and debate. Its also smart to network and I find it highly useful to “hang with the smart brains” and have a number of folks I can productively chat to. If you become too insular in your thinking, there is a real danger that you will make more mistakes than if you interact with others. This is a two way trade and I am more than happy to assist others when asked.
Investing in the best gear you can afford
There’s an old saying “Buy cheap, buy twice” I’m mindful that everyone will have different budgetary constraints, but in my experience its always smart to get the best gear you can afford. I have talked about the difference between musical instruments and “instrument shaped objects” Yes you can but a ukulele for thirty quid, but the chances are that there will be massive compromises in how it’s made. These days there are some great instruments which are affordable to most folks and its worth saving up to get something that will stand the test of time. Similarly with amplification there are many great cost effective options. After all with music its all about how you sound, so anything that will help you sound better can be no bad thing can it? A great source of information for this aspect is Barry Maz’s “Got a Ukulele” site which has a huge amount of practical help for anyone starting out.
Final Thoughts
My business background in marketing and running companies has been invaluable in working on music projects like The Original Ukulele Songs Project and The Small Change Diaries. Its clear to me that if you want to succeed you have to commit 100% and have an attitude of constantly learning and developing skills. The most successful business owners and professional artists have a great work ethic and are totally focused on developing their craft. Such creative folks have my utmost respect and admiration.
