Start local, grow global
Succeeding as an independent musician can be done through a number of routes - there is no one correct model. One that appeals to some of the musicians I speak to is the idea of starting to “dominate” your local region with your music before gaining traction and broadening your appeal through a progressive and carefully planned route.
The idea is straightforward and works great for those who really prefer the offline, personal touch than using the internet. Make and promote your music locally. Work with local venues often. Make and build strong relationships with the local newspapers, magazines and radio initially with press releases every few weeks and then as you get going, by e-mail. After a while, you’ll probably have their number on speed dial.
Be a social musician offline. Get out there and hang out where your fans would hang. Go to your local music stores and see if you can get your music there with posters, flyers and regular gig information. Do whatever it takes to get your local neighbourhood to listen to music. (Nothing illegal, please.)
This is what I believe to be the process to having success in the music business:
HEAR - LIKE - BUY - SHARE
That’s what people do. That’s the process they go through to get from first hearing your music to finally doing what fans do best - sharing your music with their friends. The process can repeat itself for every track, single or album you release.
Do it locally. Get enough people to like your music offline and go through this process. I believe it’s more easy to get lots of people locally to buy and share your music (because you’re THEIR local talent). Naturally, that will give you press, radio coverage and news will start to spread.
You can then move to the next region slowly whilst retaining your local base but with your focus now stretching between two areas, rather than just the one. As you continue to grow your fan base in different areas, the number of times you appear to perform in one area will reduce and your fans will want to make sure they don’t miss each event. It increases the attraction factor and uses the “scarcity” marketing tactic. They will change their diaries, get babysitters in and make sure they don’t miss your gig as you won’t have another gig locally soon. It’s possible to get to this point as an independent musician.
This strategy of starting locally before growing globally is also great for you as the music business leader who is assembling a team so that you don’t have to wear all the hats and can focus on doing what you love best - making music. You will build a good network offline and you’ll also be able to find people who can join your team so you can have them all in one place.
Start local, grow global. What are your thoughts?
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I am right at this point! I have built a strong local recognition for quality music and performance, as well as developed a fan base and contacts through local involvement the past few years. But now is the time to make the jump (scary as it feels) to a broader arena, so I have scaled back some of my local availability and involvement, to spend the time and energy growing tentacles (ha) out into a broader region. Developing locally has provided a relatively safe and “friendly” seeding/planting ground (both personally and professionally), to help build a momentum that I feel can be a springboard to regional work. Also, many local people have connections and contacts outside the immediate scene - I find those people and build those connections. Also, thru arts organizations, etc. I have brought outside musicians/performers into my local area for live performances, etc. and in so doing have improved and expanded the offerings locally, plus helped build networks for myself to the “outside,” if you will. Work goes both ways . . . I cannot impress enough the value of building relationship, and expressing a genuine interest in and appreciation for others, and what everyone brings to the party.
Really like this article, makes sense and I, like Sandra, am in the same position at the moment. It seems like you need to make the leap of faith and get out there a bit more and spread the word. It seems all to easy to stay in your local area where its easy to get gigs (maybe even well paying gigs if its not oversaturated like LEeds) but ultimately the real pay off will be in other town and cities and continents.
The hurdle I am facing at the moment is with getting paid gigs in other cities. It seems to me like I need to focus on getting exposure to increase awareness of L-mo and then it will allow me more leverage when speaking to promoters OR just be able to book my own gigs and get all the door money etc.
wonder what you all think?
L with some MO on the side
I agree! This is especially true if one has only lived in an area for a few years. I have made many moves geographically in the US which has it’s advantages when I leave supporters in those areas. However, it still takes a lot of energy and risk to break into a new community. My first attempts haven’t always been perfect or golden but started the process for me.
This surely works, but it presents a challenge for those of us who live in sparsely populated areas. We live in a state the size of Ireland with just over 1 million people. Our largest metropolitan area has just over 100,000. There are fewer than 10 towns with populations in excess of 20,000 (and three of those are in the metro area!) There is just not enough going on here to support us for half of the year with the kind of music we play, so we have to travel.
We have built our community of fans in two ways
Firstly we are fortunate to live in a desirable tourist summer destination. We have hosted a summer concert series here for nine years which has lead to several gigs and continuing relations in other states. People see us here in the summer and invite us to where ever they live to share us with their friends other times of the year. We have performed in Maryland, New York, Florida, Pennsylvania, Colorado, and Florida via this method.
Secondly we offer programs with desirable content, such as “Robert Burns, the Man, the Myth & the Music”. I sent out a few hundred fliers to venues like libraries and Scottish organizations. We were booked not on the basis of who WE are, but on the basis of Robert Burns. This has led to follow-on performances of our other music. We have traveled to Connecticut, Vermont, New York, North & South Carolina with this model.
Once we have a few key gigs on the schedule the challenge becomes filling in the rest of the trip!
Cheers,
Fred