At a recent music industry event a well known music industry manager said that he wouldn’t even consider working with an act unless they were “under 25, good looking and ready to sign to a major label in 6 months”. Many people within the music industry are the same. But when you look at how many great records are made by people well over 25, well into their 30s, 40s and beyond surely these people are wrong? Artists from Miles Davis to Sonic Youth to Neil Young and David Bowie all made landmark records later in their careers.
So if you look at the amount of amazing records released by musicians over 30 there seems to be no reason why you can’t build an audience to become a full time musician whatever age you are. It is probably going to be hard to attract certain audiences, for example the painfully cool NME/Pitchfork are often very reluctant to cover older bands but you can still build a niche audience. Even they have covered artists like Seasick Steve. Here are some things to remember:
- Many artists don’t find their true direction until later in their career – Leonard Cohen made his first album at 31. Miles Davis didn’t begin his electric period until he was 42. Not everybody finds their musical style at 18, it can take a while. Many artists make their best records later in their career. It is sometimes harder to get things going later in life due to other commitments but if you are willing to put the hard work and effort in it is still a real possibility.
- If you want to build an audience it’s all about getting to know people and developing a relationship with fans – Build direct relationships with fans, promoters, agents and other bands. This is the key point, it’s all about who you know.
- There isn’t just one way to “make it” - One musician we know does very well performing at house concerts and selling merchandise at gigs. Another makes a good living playing at “medieval fairs” in the USA and many more earn a living selling direct to fans via their websites without ever troubling the mainstream media. The old way of signing to a label and releasing a record is not the only way, it is easier than ever now for artists who don’t fit the old label mould. So much of building a career in music is just keeping going.
- Fans care less than the industry how old you are – Fans care about music. Often they like to have a relationship with the artist and care less about your age. Yes image is important but not to every fan. Every artists relationship with their fans is different so focus less on the industry and more on the fans. Focus on your niche, know who your fans are and build a relationship with them.
- Often managers want younger acts because they think they are easier to manipulate – They can mould them in to what they want (or so they think). Many managers are looking to bank 20% gross of a major label advance, this a way of making quick money off an act whether or not they sell any records or develop a fan base.
- Think about the legacy you are creating – If you make great records and actively try to build an audience through gigging and the web eventually someone will find you. In the last blog we looked at Jon Gomm, he was well into his thirties before a viral video hit connected him to an audience with Youtube plays approaching a million. Van Gogh sold only one painting during his life time, but left a legacy that the world continues to enjoy to this day. Great art eventually finds its audience.
Building an audience is never easy but it can be done however old you are. If you want the industry to come to you work on building your fanbase, if you are selling out decent size venues and building an audience the industry will come to you anyway and you can then approach them on your own terms. Keep posting your gigs on Live Unsigned, using social media to interact with fans and playing live, you are never too old to make things happen. Stop worrying about if you are too old and start building a fan base.
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Tags: DIY Musicians, fans, How to, marketing, playing live
