E urope - Parent Directory

2 . Be re a l i s t i c
Do research – Get objective opinions - Identify your market. Know
that you’re going to have to tour. Know when to ask for help. A c c e p t
the fact that you probably won’t become a star or get on MTV, but
that you can make a living playing music.
3 . Make a wish list
Create a Wish List – What do you ultimately want and how do you
plan to get it? What are the things you need to do and how long will it
take? Set reasonable goals and break your Plan into phases: 3 months
– 6 months – 1 year – 3 years, etc…
4 . Know your b u d g e t
If you’re serious about a career, you’re going to have to invest in
yourself. Itemize your expenses and add 20%. Approach Sponsors
with a detailed plan. Negotiate deals that take care of the basics:
travel, food, lodging, backline, etc... And, don’t forget manufacturing
and promotional costs.
5 . Take care of business
Remember – it is the music “business.” Network as much as possible;
o rganize a team, with each person responsible for a specific area. If
you’re solo, manage your time wisely. Get your own Bar Code. Seek
professional advice to set up your business entities. Pay attention to
licenses and tax implications. When you tour, get insurance.
6 . Market yourself
Think creatively. Make time for “personal appearances” before your
gigs. Set up cross-promotions with radio stations, sponsors, venues,
and retail stores. Make sure you have enough products to sell – both
CDs and merchandise. Offer promotional contests. Play Special
Events. Work your mailing list and keep in touch with your fans at
least once a month.
7 . Keep re c o r d s
Keep books that reflect income and expenses. Accurately account for
sales. Register and report to SoundScan. Maintain tax records. Record
your draw – note the venue/locale that draws best. Keep updating your
mailing list.
8 . Adapt & adjust
Evaluate results: What works – What doesn’t? Revise your plan and
adjust your approach accordingly. Find ways to increase your fan base
and make a profit. What can be done better?
9 . Keep the faith
No matter how hard you work, there will be frustrating times. Keep
the faith and don’t let it deter you. Everyone experiences setbacks.
Those that persevere will prevail.
1 0 . Make it fun
If it’s not fun anymore – don’t do it. Reward yourself (and your team)
whenever possible. Acknowledge a job well done. Take a break –
enjoy life – then, get back to work.
B e r n a rd Baur is the Review Editor & Feature Writer for Music Connection
Magazine. Contact: www.musicconnection.com, Tel: 818-755-0101 Ext.519
E q x M a n L t d @ a o l . c o m
t h e m u s i c b u s i n e s s
10 KEY BUSINESS PRINCIPLES
by Diane Rapaport, author of “A Music Business Primer”
© 2009 Reprinted with permission.
Given two bands (or two businesses) that have equal talent, the one that
incorporates the business principles below will often have a competitive
e d g e .
Business principles to follow
1. Get to know the people you work with personally. Go out of your way
to meet them.
2. Make it easy to for people to associate with your business.
• Show up for gigs and appointments on time
• Keep promises you make
• Phone people back in a timely manner
• Have a positive attitude
• Pay your bills on time. If you cannot, call people up and explain
your situation.
• Be nice to secretaries and receptionists. Often the “gatekeepers”
for access to their bosses.
• Develop long-term relationships with service vendors.
• Key business people have few minutes to listen. State what you
want succinctly and politely.
• Say thank you. Forgive easily. Anyone can make a mistake.
3. Treat your employees courteously, pay them a fair wage, be
appreciative of their good work, and when you can afford it, reward
them with bonuses and other benefits. They’ll repay you with loyalty
and good work. Retraining a new employee costs time and money.
4. Listen to the needs of the people and businesses you work with. Find
out what is important to them.
5. Do every job and every gig as though it mattered.
6. Provide value added to people you do business with. This can mean
everything from playing an extra encore, having special prices for
CDs for fans who buy them at gigs; sending out a free newsletter once
a month; providing one free CD for every ten a customer buys; and
sending favored vendors free goods.
7. Keep track of your money. Negotiate for better rates. Keep business
debt to a minimum. Pay your loans on time.
8. Cultivate a good reputation. Be principled in your dealings.
Leadership in ethics and good conduct will be rewarded many times
over in loyalty, in people speaking well of your business, and, perhaps
most importantly, of people you do business with dealing fairly and
ethically with you. If you examine the histories of people who are
constantly being taken advantage of or stolen from, you will almost
invariably find that their business conduct invited it.
9. Good advice is invaluable, and, often freely given. Learn to invite
advice. Feedback is important, even when it is negative. Receive
criticism with neutrality and graciousness.
10. When you are successful, give something back to the industry that has
served you. Share information with other bands. Donate time or
profits to a nonprofit org a n i z a t i o n .
This article is from Diane Rapaport ’s book, “A Music Business Primer”,
published by Prentice Hall (Pearson Education). Diane Rapaport is also
the author of How to Make and Sell Your Own Recording. Her company,
J e rome Headlands Press, designs and produces The Musician’s Business
and Legal Guide; and The Acoustic Musician’s Guide to Sound
R e i n f o rcement and Live Recording by Mike Sokol. Contact:
j h p re s s @ s e d o n a . n e t
W H AT MAKES A WINNING MUSIC BUSINESS
S T R AT E G Y ?
by Kavit Haria, Music Business Consultant
© 2009 All Rights Reserved. Used By Permission
I asked myself this crucial question when writing my latest e-book, “What
are the important skills and practices required to create a winning and
profitable music business apart from good music?”
The answer rests in being a good leader of your ship, having a welldesigned
and communicated strategy and a good marketing plan that can
be executed to promote your music in a structured way.
If you re-read that last paragraph, you’ll see how much I emphasize
the idea of strategy and structure. It is with this careful planning and wellunderstood
principles that your music business will become profitable.
S t r a t e g y
A strategy comes to life through its ability to influence hundreds and
thousands of decisions, both big and small, made by anyone from the
The Indie Bible – 10 th Edition www.indiebible.com
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