So you want to launch your music industry career? Let me tell you about a fantastic figure of speech that teaches a powerful lesson. Especially when it comes to a business as aspirational as the music industry! You have a choice to make: either to jump on the same bandwagon as everyone else, or choose to “sell pickaxes to the gold miners”. What on earth does that mean, you may ask? Let me explain!
The concept goes back to the California Gold Rush. Some struck it rich mining for gold, but a lot of people rushed to get in on the action with less success. Surprisingly, the real power players of the time didn’t mine gold at all. These brilliantly minded businessmen saw an opportunity. They sold the mining equipment to the gold-obsessed masses, and when all was said and done, came out on top!
Don’t Be A Struggling Artist, Paying For An Illusion
This tale offers a perfect metaphor for the music business of today. Grasp this concept or you’ll be in for a bumpy ride, because in this world there are two types of people. There are those who are being sold something, or those doing the selling. Unfortunately, many entering the music industry lean towards the former which is why most never make it.
Brilliant marketing is always about selling the dream! Doing this with integrity is a choice for some, but for others not so much. If music industry giants can sell the image of a rapper, then most aspiring rappers are willing to spend for it. Whether it will contribute to their own success or not is another matter.
Meanwhile, the ones earning a genuine living are actually those who balance their own creativity with selling the promotional secrets, courses, tools, and a boatload of information on how to become a rapper. By leveraging systems that generate value they can build a genuine following. This helps them fund their own ascent to greatness.
The Innate Desire Of Humans
As human beings, our ability to believe in ourselves has allowed us to do great things. Sometimes, however, wanting to believe that we are destined for the top can blinker us to potential pitfalls. One industry that’s a dazzlingly hot market is social media, mainly because almost everyone’s on there. The influencer industry is booming, and many people have caught on to the idea that platforms like Instagram offer easy marketing.
The problem with that? There’s too much competition! Making it in the music business is a challenge when your sound gets lost in the crowd. I mean, everybody nowadays thinks they can be an influencer. What they don’t take into account is the years of building up an audience that simply doesn’t come overnight. We are lucky enough to live in a time when a great business idea can be profitable and you can start with little money. What that doesn’t mean is that 100,000 people before you haven’t tried and failed. Many of them are always going to fail because they don’t understand precision and narrowing down your niche.
Is It Too Good To Be True? (Music Industry)
That is why you should be suspicious whenever you hear and see advertisers on YouTube – and actually, anybody on any platform – who tells you that you can “start a business with little money and make hundreds of thousands of dollars a month”. Yep, when it sounds too good to be true, it undoubtedly is. The problem is, we are hardwired to like these dubious golden carrots. They speak to our ambition and our egos, because we humans want life to be easy. It’s an innate desire that we don’t always realize can sabotage our potential.
So maybe you’re making stock music, producing hip hop beats, or you’re a creative person in general and you’re trying to find your true calling. Maybe you just want the attention! I’ve got a homework assignment for you: Analyze the path you’re traveling. Is the path you’re on crowded, or is it free and clear for you to storm ahead?
What Makes Music Industry Brands Last Longer
You might find it uncomfortable to admit that your path is crowded, but understanding why you’re not making it is key. My message for you is that this new world of social media and internet marketing may just have hoodwinked you. The glamour and the instant fame you see online speaks to your ambition. You’re hungry for more, so you take the same path as everyone else.
If you’re reading this and getting a vibe from the pit of your stomach that you’ve been duped, now is the time to wise up. You need to be smart and recognize it’s not really the average musician that makes money in this game. In fact, the average musician is just over broke. It is those who diversify, and sell courses on how to make beats, mixing, or production of music that carve out a reputation, and get seen as an authority.
The YouTubers who’ve built a powerful brand identity last far longer than the YouTubers who are just entertaining and look good. In the music business, the principle is exactly the same. Obviously, we know that brands sell a lifestyle – not just the product itself. But this is where marketing to musicians about marketing as a musician becomes fun.
Live The Dream, Sell The Dream, But Don’t Be The One Who’s Buying It
Consider the power of advertisers or marketing “gurus”. They have a following but are niche-specific and have a well designed website. They know that with various gold nuggets of their own knowledge they will – and certainly do – sell to the gold miners. Anyone out there with a mentality of “blowing up quick” or “making it”, such as aspiring Instagram influencers, E-book writers, podcasters and YouTubers, will be looking for the resources they require.
Cut your own path, create a brand identity, and use a wide range of tactics to make a name for yourself in the music industry. Invest in creating tools that will work for you, rather than throwing your money at false promises and phony gimmicks. If you don’t have the skill set to build your own empire, find great affordable talent in the emerging online marketplace. There are rarely shortcuts in this life, but a good strategy can build your music business career up on solid foundations.
Discover Talent To Help You Build Your Music Business Brand:
- Explore Fiverr to find a solid team and promote yourself economically
- Use Pexels to get yourself some bombastic stock photos
- Leverage Udemy to create your own courses, and be your own boss
- Use Songtradr Pro to distribute, monetize, and brand your audio
- Just do it, and have fun!