March 10th, 2012

How do musicians really earn a living?

It used to be relatively simple to work out how successful musicians got paid, you signed to a record label, put out an album and toured in support of it. If you made a profit after paying back your advance and all associated costs you got paid. This is called recouping (most bands failed to do this though). Now things are less clear, many musicians make their living in far less conventional ways. In a recent blog on the Huffington Post, MC Lars (a successful rapper) explained how he made a living:

“47% of my income comes from merchandise, 40% from ticket sales, and 13% comes from iTunes, Spotify or other paid music services through the internet. I used a crowdsourced funding site called Kickstarter to produce my last album, with added bonuses of drawings and personalized songs to the highest contributors….. A primary means of distribution in 2011 was my USB robot, a two-gigabyte hard drive keychain that housed all of my albums digitally. I also sell t-shirts with cartoon characters I draw myself and I try to print on shirts manufactured domestically when I can.”

 

Notice only a small amount of the money came from iTunes sales. This is why record companies are now trying to get bands to sign away merchandising rights as part of the “360 record deal”. The more rights you can retain the more chance you have of actually making enough money to survive. So for MC Lars selling T-Shirts and live concerts are his principal income stream, playing live is now more important than ever. Where your income comes from will be different depending on who your fans are, how your music is exploited commercially and numerous other factors. Here are some other examples of how your band can earn a living these days:

  • Give the music away free online, but make the money from gigs and merchandise – You can sell lots of different types of original and interesting items with your logo on if you put your mind to it, from the obvious to the weird. There a lots of ideas for merchandise here. To make this work you’ll need to tour really extensively for many years to build the audience. Be prepared to sleep on floors and not make a lot of money in the early days. Don’t forget to list your gigs on Live Unsigned and across your various social media channels.
  • Charge for the music and play live for free – You charge a premium for the music and play live for free or for costs. You may have to think seriously about limited edition items to sell to your fans to make this work (box sets, live albums, vinyl etc)
  • Licensing the music – If this works it’s great but licensing for TV and film is hard to get into. There is lots of info on licensing your music here.
  • Having multiple projects – By playing in numerous bands (even covers bands) you have more chance of making a living, it does get really hard to juggle multiple projects. Make sure you are realistic and don’t take on too much and let people down.
  • Teaching music on the side – Teaching private lessons can often give you a stable income in the early days of your musical career. The stability of having regular students can be very useful between gigs.
  • Having a freelance career that you can work at when off the road – Many bands have another skill to fall back on. One very well known metal band are roofers while not on the road! A musician we spoke to highly recommend some sort of freelance trade such as plumbing or gas fitting as useful skills to have in case of a quiet time between gigs.
  • Some bands work a day job and build their audience over time – By keeping the day job you can reinvest the money made back into the band, sometimes it is good to play the long game.

How you earn a living will most likely be a mix of the above or various other ways of paying the bills. It’s rarely as simple as just releasing your music and playing a few gigs, it takes real thought to be able to make a career as a musician. Try and get as many income streams as possible going and you will have more of a chance. It is not easy but it can be done.

September 13th, 2011

Why aren’t fans buying your music?

In the last 5 years it has become really easy to get your music available for sale online via sites like Bandcamp, iTunes, CD Baby and Reverbnation. You no longer need to press up lots of CDs and get a distribution deal or try to get record shops to order your album. The problem with it being easy to get digital distribution is that everyone can then do it. So the market becomes crowded and it is very hard to stand out and get fans to purchase your music. Here are some reasons why fans aren’t buying your music:

  • It’s not good enough – Good doesn’t mean perfectly played. Many great bands aren’t amazing players technically but they create music people love. Sometimes being a flashy player can just end up annoying people. Being good is having music that people like and they connect with. Music that people love enough to give you money for. You need great songs and you need to be different and remarkable if you want to stand out.
  • You are trying to connect with the wrong fans – If you think that you’re a metal band but you look and sound folky then aim at a folk audience. For most bands there is an audience but you need to reach the people that will love your music. Aim your marketing and promotion at a small specific audience and grow your audience from there, then word of mouth will spread your music across the web. If you are not sure who your audience are ask a few friends and fans, ask for specific bands and market your music to fans of that band. It takes years to build a fan base, unless you have the finances for a serious marketing campaign. Build your audience one person at a time then eventually things will happen for you.
  • You are hard selling your music – Spamming people with unsolicited emails and on social media sites just winds your potential fans up. You need permission to be part of your audiences life by letting them discover your music via word of mouth, favourable press and amazing live performances. You need to get fans to point of purchase gradually. Initially let them listen to your music on your website then give them a free download and get them on your mailing list. Once they are on your mailing list offer them more free downloads and the opportunity to watch an online UStream gig or to talk to you on Facebook or Twitter. Once you have this level of engagement with your fans go for the sale by asking the fan if they would to make a purchase. You need to build the relationship over time rather than making everything about selling and making money. Fan relationships are built over time but once you have a loyal fan they could be worth thousands of pounds over the course of years. If you want to make money from music you need to play the long game.
  • Poor web presence –  If no one knows your music is available then it won’t sell. Is it being reviewed by the most influential blogs in your genre? Are you talking to (not spamming) fans on a daily basis on forums and social networks? You need to put the time in online, building relationships with influential people so that they will tell their friends about your music. This is one of the most important things to do,  to build relationships over a long period of time with the most influential people in you genre. It is still all about who you know but at least with the web you can start to build these relationships by emailing bloggers and talking to people on the web.
  • Your image puts off fans – If you’re a punk band but you look like Mumford and Sons or Westlife you have a problem. Like it or not image and first impressions do count in the music industry. Make sure the way you look fits in with the music play.
  • There are no special packages – If you want fans to purchase a limited edition album you need to make it special. A standard CD is not interesting enough, people want something collectable and unique. At least do a numbered, limited edition of the album with extra tracks or an extra disc or special artwork. This rewards your hardcore fan base. Work out all your costings in advance, often by offering a limited version of the album you can pay for costs of the entire duplication run for a CD.
  • It is not well recorded – You need a great sounding record, not something that you have put together at home (unless you have the skills and equipment to make an amazing record at home). If you want to stand out and for people to actually pay for a product you need to invest some time and money in it. Use a professional studio or at least a decent engineer. Get it mastered and make it stand out.
  • You are not promoting it – If you’re not playing live (and listing your gigs on Live Unsigned), getting press, handing out flyers and doing all the good stuff that gets you an audience it is far less likely that people will listen to what you do. You need to put the work in if you want to gain an audience.
  • You are not letting people hear it – 30 second samples are not good enough. You need to let fans hear the whole songs, at least until you have an audience. Give away music in exchange for an email address. Once you have a mailing list you can stay in touch with your most enthusiastic fans. Once you have 2000 people on your mailing list you have far more chance of selling your music, once you have 10,000 or 20,000 you will have a good business. An audience is a collection of individuals, you need to win them over one at a time and treat them with respect.
  • It is not packaged properly – The cover art does matter. If your album has horrible artwork with a Comic Sans typeface it will put fans off. There is a full post about putting together album artwork here.

If you want to know why people aren’t downloading your music think about why you choose to listen to the music you like yourself. How did you discover it? Was it through a random spam message or a recommendation from a trusted friend or blog? We filter our music discovery through the people and media we trust. If you want to make people listen to and purchase you need to make it easy to discover via these trusted channels. As ever, the harder you work the more likely you are to make these connections that will eventually lead to sales.

September 8th, 2011

20 ways to get more gigs for your band (part 2)

In part 2 of this post we’ll look at building your local community, borrowing ideas from others and how to stand out amongst all the other bands.

  • Stand out – Look at a band like Cardiacs. They are an amazing live act, very theatrical with make up, costumes and confetti bombs. Initially people hated them but over time they built an amazing cult following by being weird, interesting and remarkable. What makes your band special? Why should people go and see your band when they could go and see a thousand others? If you give your audience a reason to go and see you, you’ll have more chance of gaining a following. Promoters want to work with interesting acts that will draw a crowd. If you’re not that band think about how you can improve. You need to be so amazing live that it encourages word of mouth and it attracts the interest of fans and promoters alike.
  • Be brave – Sometimes you’ll lose money playing live to build an audience. Sometimes you’ll have to sleep in the van or travel for hours to play. It is not easy and if you’re not prepared to put in the work it is not going to happen for you. Sure lucky breaks can speed things up, but the harder you work the more chance you have of these “lucky breaks” happening. You get out what you put in.
  • Work with promoters – Offer to play for free in exchange for good support slots later on. Find out if there are any drinks promotions at the venue and use them as part of the marketing and promotion of the gig. Play open mics and make friends with everyone at the event. Offer to play a last minute gig when other bands let promoters down. If you can’t get promoters to work with you hire a venue and put on your own gig. Don’t let anything stop you playing live, dig in and work hard.
  • Go where the fans want you – Ask where your fans are via social media and Twitter. You may find you have a group of fans in one particular area. Contact the promoters in that area (find them on Live Unsigned) and say you have fans that want to see you play and can you get a gig. If the promoters aren’t interested ask your fans if they want you to play a house concert for them. There are always options if you really want things to happen.
  • Think ahead – Don’t try and book your gigs a few weeks ahead. Plan them months in advance so you can get everything organised, get fans there and make it a success. Poorly attended gigs mean you won’t get to play again.
  • It is all about who you know – Roadie for other bands so you get to meet promoters. Hang out at the gigs where you want to play and try to get talking to promoters and people in bands. Make an effort to get to know the people in your scene and you’ll get more gigs. Follow local promoters, bloggers, and other bands on Twitter and become friends with them. This is how you get the best gigs by having real relationships with the people putting them on.
  • Look at where other bands at your level in your scene are playing – Using the Live Unsigned listings find where other bands in your genre are playing and look to play there. Watch what other bands are doing and copy what works.
  • Build your local community – Play with other bands and swop gigs. Ask them if they know the local promoters and how they get gigs. Book local nights where all the bands in the same genre in the same city are playing and you’ll have more chance of gaining fans from other bands fan bases. If you can build a positive local scene it can make a big difference when you are looking to get bloggers and the press interested in what is going on in your area.
  • Have a decent recording that represents your live performance – A poorly recorded demo won’t help. One of the problems with easy access to home recording is that everyone can create average recordings using the free tools available. If you really want to stand out, record something that sounds amazing. If you don’t have the equipment and skills required pay for a professional studio. They say great songs shine through even the poorest recordings but it is always best to give your music the best possible chance to impress people.
  • Play alternative venues – Getting more gigs means saying yes. Playing at local parks, the launderette or busking in the street means playing more gigs. There is more information on getting gigs in alternative venues here.

If you don’t go out there and get gigs yourself no one will do it for you. If you want your band to be a success you need to work for it, push yourself. It is the early stages of your career that are often the hardest, once you get things moving and you have some fans it gets easier. Once you have a reputation and an audience you’ll be offered gigs. A lot of amazing talented musicians have got nowhere in the industry because they didn’t have the skills to book gigs or a team to support them. If you want to get management, fans, a booking agent or even an old style record company deal you need to get yourself out there, playing live and working hard.

August 23rd, 2011

10 lessons DIY musicians can learn from Radiohead

Being an innovator in the music industry is never easy, but Radiohead have managed it both musically and in terms of their engagement with fans and labels. When the band started in the mid 80′s there was no Youtube, no Live Unsigned to post gigs on and no Twitter. Now you can do most of the things that Radiohead did much more easily and cheaply. Here are some things you can learn from Radiohead’s innovative approach:

  • Take musical risks – Every Radiohead album is different to the last, taking influences from experimental music, jazz, electronic music and lots of other places. If you want to keep your fans engaged don’t play it safe. Create music that is remarkable and interesting and be open to new ideas. If you really want to achieve word of mouth success, give fans something to talk about.
  • Support your causes – Thom Yorke has supported various organisations including CND, Amnesty International and Greenpeace. He shares his beliefs with the fans and they often respond to what he is passionate about. Don’t be afraid to stand up for what you believe in.
  • Don’t give up – Radiohead formed in 1985 but didn’t release a record until 1992. If you want to be good just keep going, trying new ideas, getting better live and writing better songs. So much of success in any given field is just turning up and putting the effort in.
  • Embrace the new business models – With In Rainbows Radiohead where the first mainstream band to offer their album as a “Pay What You Want” download. Aware that fans can download free via torrents they gave their audience the option of choosing whether to pay and how much they thought the music was worth. This got them vast amounts of free press and expanded their fan base. Always try and be at the cutting edge.
  • Ignore the critics – Radiohead’s debut album had terrible reviews and they were considered to be a one hit wonder with their single Creep, later in their career they received critical acclaim for albums like Kid A and OK Computer. They ignored the critics, went straight to the fans via the web and made the records they wanted to make. Never worry about what others think, make the music you love and want to make.
  • Do streaming gigs – Radiohead were one of the first bands to stream gigs from their studio. They did a series of webcasts including them playing live in the studio, them DJ’ing and some more bizarre material. Anyone can stream gigs now using Ustream. Radiohead were also one of the first bands to release stems of their songs for fans to remix.
  • Don’t be afraid of “illegal” downloading - Kid A, the band’s first US number 1 album was heavily shared online before release. The word of mouth from this unofficial download helped get the album to number one.
  • Split the royalties – All Radiohead songs are split 5 ways on the publishing, whoever wrote them. Quite a few bands do this, it means everyone gets paid the same and it avoids arguments. There is nothing worse than the main songwriter in a band pulling up in a new car when everyone else arrives by bus. This is even more important now that licensing is such a big part of a bands income stream.
  • Be amazing live – It is always the key and the Radiohead’s live concerts have been constantly exciting and different. Often the band swap instruments for each song making the concert more memorable.
  • Have a distinctive visual style – Virtually all of the bands artwork is by one artist, Stanley Donwood in collaboration with Thom Yorke giving them an overall unifying style on their website, merchandise and album covers.

The key is not to copy what Radiohead have been doing but to take inspiration and do something amazing and remarkable yourself.

July 21st, 2011

9 things bands do that waste time

DIY musicians rarely find themselves with any spare time, they need to focus on the important things that will build you an audience. Important tasks like listing your gigs on Live Unsigned, talking to fans, sending messages to your mailing list, dealing with the industry and booking gigs are more than enough to keep you busy without even considering a day job and the music itself. Bands often focus on the wrong things, wasting time and slowing down their career. Here are some things bands do that waste time that you need to avoid:

  • Using Myspace – As a social network it is not as useful as it was, some people still report good results but this is rare. Mostly it is just bands spamming each other, and it is getting worse. It is not a good place to have as your main web site (a self-hosted WordPress is much better). Spending hours adding Myspace friends won’t impress anyone, you are unlikely to make any new fan relationships here. Focus your efforts on where your fans are, blogs, Twitter, niche forums and across other social media.
  • Spamming fans – Sending out generic @ message tweets to strangers, insincere emails to bloggers and “hit and run” posts on forums will rarely make you any friends. What you need to do is build a community through real relationships.
  • Trying to get physical product into record shops – This will slow you down, record shops will rarely take your CDs without having a distribution deal. You won’t get a distribution deal without having a buzz around your band. Focus on building a fan base and you will have more of a chance. Record shops are having a rough time at the moment, CD sales are down and few will take risks on stock that isn’t guaranteed to sell.
  • Copying what is fashionable at the moment – You need clear vision in what you do, copying the latest musical trends will always leave you behind what others are doing. Be yourself, be remarkable and real. This will give you far more chance of building an audience through an authentic relationship with fans.
  • Thinking it is all about them – It is all about you and your fans. Get them involved, ask for input and feedback. It is called social media for a reason, talk to your fans! Then you have more chance of them talking about you and spreading the word through word of mouth.
  • Trying to sell music when they haven’t got an audience – Give away your music and swop it for an email until you have a few thousand people on your email mailing list. You can’t sell to an audience you haven’t got.
  • Doing lots of things badly – Focus on a few important things you need to do online daily and make sure they get done. Instead of sending generic messages focus on real relationships with fans and the industry.
  • Worrying about pointless figures – How many Myspace fans you have or how high you are in online charts doesn’t really matter. The two key performance indicators for bands in the early stages are how many people are on your email list and how much merchandise you are selling (as a cash figure). Once you are turning over around £5K a year and have a few thousand people on the email list you have a business that you can continue to grow over the next few years.
  • Not setting goals – You need to know where you want to be in 3/6/12 months time. If you are not growing your audience, playing better gigs and earning more money you need to review where you are and see if you can improve the progress you are making.

Your time is limited and it is easy to get sucked into spending ages not achieving much. Focus your efforts on things that will build your profile to get better results.

December 10th, 2010

Squats – great places to play as an unsigned band

Live Unsigned’s resident reviewer Oli Arditi will be contributing to the blog over the next few weeks taking a special look at squat scenes as a hub for some of the most interesting musicians and event organisers – an area of special interest to us at Live Unsigned. The first post in the series gives you an introduction to squats in general, and what makes them so relevant to a struggling unsigned band.

Squats: a great way to tone up your thighs and bum. Also, places people live in without the permission of the nominal property owner.

Picture by Paul Linus Claassen

If you’ve had anything to do with squats in the UK you probably think of a small house, maybe a group of houses, occupied by a loosely affiliated group of people who need a roof over their heads, or occasionally by a group that has come together for a short term political objective, such as opposing a road building scheme. There might be some good parties, maybe with live bands; sometimes a place will be squatted simply to hold a party in, and then abandoned; and occasionally a more ambitious, arts based objective is pursued (as by the !WOWOW! collective in Peckham, London); but usually, a squat is a house, being used as a home by people who were unwilling to see it standing empty.

I haven’t been inside a squat for over 10 years… but I lived in squats as a child, and again for a year after I left home in the late 80s. As a kid I lived in a part of London where whole terraces of houses were squatted, and there was a great variety of community based arts activities going on: there’s not been many comparable scenes in Britain since then (the 70s), but there have been some, and even the smaller squats have provided fertile ground for local music scenes.

As a teenager I was far too untogether to organise gigs (or even a band), but if you came to any of the squats I lived in, at any time of the day or night, you’d find a jam session going on. Squats tend to attract musicians, serious or otherwise, for a variety of reasons.

Music types are often on the lookout for cheap housing, and squats are rent-free, however, for all that they do require a certain investment of time, and a commitment to the lifestyle.

The lifestyle itself is another reason: the sorts of people that pursue an artistic vision at the expense of a regular job tend to be people that reject other aspects of mainstream culture. Squats are naturally prime sites for the demimonde to come together, and musicians, especially in the more anti-establishment genres such as punk, can find them a haven.

Music is usually a unifying thread through the life of a squat: even those denizens that don’t actively create music are likely to give it a place of central importance in their lives. Musical choices and preferences are one of the principal sites where cultural identity is formed and asserted, especially for members of sub-cultures.

Gigs in squats can be superb: although they might be intimidating for newcomers, for people who are unsure what they’re walking into, the DIY ethos is all about welcoming anyone who wants to participate. Whether that’s by pitching in to do one of the many jobs that need doing, by performing, or by joining the crew whose job it is to make sure the band feels properly appreciated (yes, the audience!), so go along with an open attitude and everyone involved will be genuinely glad to see you there. Distinctions between crew, artists and audience, between scenesters and non-scenesters, are far less pronounced than they are at most commercial gigs.

The legal environment for squatters has become progressively more hostile in the UK, so although there have been brief moments when an unused building has become a music venue, it’s been impossible for anything long lasting to get established on the wrong side of Britain’s draconian property law. In other parts of Europe, however, the conditions can permit both larger scale, and longer term objectives.

In Berlin, big communal squats (now turned mainly legitimate community housing schemes) are the most uncompromised, active, independent cultural sites in the city. They are of course people’s homes, but they are also places to go for lunch, to watch a film or see an exhibition, to take a martial arts class, to screen print a design on your fair-trade t-shirt, or… to go to gigs!

Even before the wall came down Berlin was a hub for alternative types, as all West Germany’s punks and hippies ended up there to avoid military service (Berlin residents were exempt). With reunification there was a big population movement from the East to the West, leaving many buildings empty, some of them large apartment blocks that had only been partially occupied, and in varying states of disrepair. Amid confusion over the ownership of these properties some members of Berlin’s counterculture found a golden opportunity.

Buildings were occupied, materials were scavenged, and huge maintenance projects were taken on DIY style. For the past twenty years these super-squats have housed some of the leading venues in Berlin’s musical underground.

Times are certainly changing: the squats have now all gone legit one way or another, which at least gives them some legal right of tenure, but also leaves such places more vulnerable to the commercial vagaries of the property market. The last actual, illegally occupied squat was Brunnenstrasse 183, emptied by the police earlier this year (2010) after an eighteen year occupancy.

The gigs are still happening though, and it’s well worth visiting Berlin just to get a taste of this unique scene. If you love any kind of non-commercial music, but particularly the more subversive, punk related end of the spectrum, Berlin’s squats are the place to go.

In future articles I’ll take a detailed look at some of Berlin’s more prominent squats, and try to gather some information about how gigs are organized and who to get in touch with if you’re interested in approaching any of these spots for a gig.

You’ll find profiles for all the squat venues we come across already added on Live Unsigned, but we’re always keen to hear about more. After looking at Berlin I’ll move on to investigate squat venues in other cities, and other countries. I firmly believe the mainstream is never where the most interesting stuff is happening culturally, and if you are involved in running shows at a squat I’d particularly welcome any input or feedback you can give me, as I try to paint a picture of this very live, and very unsigned music scene.

October 20th, 2010

How to use free music to grow your fanbase

One of the key things for bands in the early stages of their career is to develop an audience. Giving away some free music is a great way to connect with people and develop a relationship. For some bands giving away music that they have taken time and money to write and produce is a difficult concept. Free music can be looked at as free advertising.

free music

Picture by Paul Linus Claassen

We live in an age where there are many demands on our time, to even get people listening to your music is a good result. As CD Baby founder Derek Sivers said:

“Obscurity is the enemy, not piracy”

Recently I saw a new band who were providing only 30 second snippets of songs online, because of fear of piracy! If you were signed to a major label wouldn’t they give away lots of promotional music (that you’d ultimately pay for out of royalties/your advance)? How much would advertising cost to get the equivalent amount of email addresses you can get in exchange for free music? You need to think of giving away music as a worthwhile investment in your long term career. Building a loyal fan base is a long process, if you are looking to make money quickly you are in the wrong industry. The advantage of this method is that if you gain an audience this way, they are more likely to be with you for years.

Some bands let fans torrent music, some let them record and swop live bootlegs (as long as its non commercial), some even give all the music away free and make a living from playing live. People sharing your music can quickly grow your fan base and if you have any level of success people will most likely torrent your music anyway. To some bands having an audience is enough. The amount of free music you want to give away is up to you (and for some people its not for them, perhaps if they want to be a very high ticket act selling high price goods to a tiny audience). Always try to get an email address in exchange for the free download, Bandcamp does an excellent service where you can let fans download free music in exchange for an email. Tweet For A Track lets you give away your music in exchange for the fan posting on Twitter, really useful if the person has 20,000 followers.

The value of an email address that you collect in exchange for your music depends on the fan. Some people aren’t going to ever spend any money with you, some will become hardcore fans. Hardcore fans are worth hundreds if not thousands. These are people who will buy everything you do (T-Shirts, Gigs, Vinyl, Box Sets etc) and tell their friends and drag them along to the concert. They can make your career, provide you with a growing audience and a living.

The amount you give away is up to you. Pay what you want is a model used by many artists, often people will get one album then come back and pay for another album by the same band. Getting the email address and starting an ongoing conversation is the key. Some people give away an MP3 and charge for a high quality download, or box set (like Radiohead), or signed item or live concert. Chris Anderson (author of Free:The Future Of A Radical Price) made his book available as a free audio download then charged for a physical book and speaking appearances. You could even do free UStream concerts and charge for bootlegs of them. Try charging for music and giving away a free PDF download of guitar TAB or recipes. The way you use free content in building an audience is up to you, be creative.

No one is saying just give things away and don’t get anything back, use free to gain attention and open channels of communication, then you can think about making money. Its very hard to make money from an audience you don’t have.