[Editors Note: This was written by Suzanne Paulinski.]
As the music industry evolves, more and more responsibility falls squarely on the shoulders of independent musicians who wish to build a sustainable career in music. In order to do that, they must embrace their role as CEO of their own business.
For many, this is a dreaded role they would have preferred never to fill. After all, we tend to shy away from things that don’t come naturally to us and if one’s passion and talents lie in creative endeavors, spending time with spreadsheets and business plans doesn’t exactly sound like a walk in the park.
While there is a lot to learn about the business, there are 3 major missteps DIY musicians make when setting out to build their career that can trip them up, no matter the tools and resources they have at their disposal.
#1: They spend money on the wrong things
All too often I have musicians approach me and say, “I want to work with you, but all my money needs to go to recording my next album.” Now, for some, that may make sense.
If they have an engaged following, songs that are ready to record, and plans to leverage that album by booking shows and gaining more press – awesome! Then investing in studio time serves their goal and they should move forward.
However, if they’re spending money in the studio just so they can tell people they’re back in the studio, while in reality they’re paying to sit and write songs that aren’t ready to record, and they’re not at all sure what they’ll do with the album once it’s done, maybe that’s not the best use of their money.
I’m not saying it should all go to a career coach, but one has to ask, “What will serve me right now in my career? What’s holding me back the most? What will make a difference in my efforts moving forward?”
If you’re unclear on your goals – get a coach. If you’re failing horribly at social media, take a class. If you’ve got great songs but your vocals are weak, invest in voice lessons. Being the CEO of your career means taking charge and doing what’s right for the future of that career.
#2: They focus on building a team too soon
Much like the misstep with money, many musicians put an endless amount of energy into seeking management, or fail to book a tour for themselves because they’re convinced they can’t get the gigs they want without proper representation.
There is very little one can’t do on their own in this industry. There is a distinct difference between “can’t” and “don’t know how.” While one term is definitively limiting, the other indicates that one can eventually succeed with the right tools and knowledge.
Obviously, with everything that a musician has on their plate, the thought of a team to carry out what needs to get done seems like the answer to their problems. However, what ends up happening is that they spend time pitching managers and booking agents rather than booking shows and engaging fans.
Managers and booking agents then turn the artist down, after being unable to see any action from the artist’s career to warrant their help.
If you’re hitting roadblocks in your efforts to book shows or grow your fanbase, do some research or enroll in a reputable online course to learn better tactics.
If you’re completely overwhelmed with little time to accomplish what needs to be done, look into hiring a virtual assistant (or outsource on Fiverr/Task Rabbit) who can help take care of the day-to-day administrative tasks while you focus on bigger picture goals.
An assistant doesn’t need to see a certain level of followers or performance history before jumping on board. Build until there is something formidable for someone else to manage. Let them seek you out, they’ll know when you’re ready.
#3: They try to learn too much at once
Gary Vaynerchuk, as well as many other successful entrepreneurs, often warns that a lack of patience is the ultimate downfall for many who try to follow their dreams. There is no such thing as an overnight success. Much like building a team, you must use the same advice above when it comes to building up your knowledge of the industry.
Too often musicians begin learning about one aspect of the business and then lose focus because they heard someone mention something else that was “super important” so they switch their focus to learning that bit of magic, until someone else comes along and mentions the next “up and coming” piece of industry know-how and then it’s onto that new focus.
In the end, they are left with information overload and a very low retention of skills and knowledge. Success is comprised of healthy habits. Habits take time to form. Trying to learn all of the industry’s “secrets to success” at once is a fool’s errand.
Decide what is a priority right now for the next phase of your career. Figure out what resources you have to carry out the tasks required as well as what’s still needed. Seek out the information and tools necessary to move you forward and nothing more.
If you happen to download an ebook or resource that doesn’t serve your current focus, save it in a folder for later. Finish tasks. Move forward. Reassess. Learn more.
There is no one way to building a successful career, as success is defined by the person pursuing it, but there is a right way. Hopefully avoiding these missteps will allow you to focus more energy directly on the goals you’ve set out to achieve, rather than allowing your energy to splinter off into unrelated paths.
Suzanne Paulinksi is an artist consultant with over 10 years in the music industry and owner of The Rock/Star Advocate