Over the past month or so I've been utilizing Facebook's marketing ad campaigns. I didn't bother buying ads a long time ago, because I felt like I didn't have the product to offer and push to consumers. I finally released my EP, Sacrifice, about a couple of months ago and I begin to think about the best way to promote it and spend money the right way. I've actually seen some progress as well. My views, are up, I'm getting more link clicks, and I'm getting more likes on Facebook. It's great to see progress, and I was thinking about this the other day in the car, I started to think about business.
I've been fortunate to work for adidas in marketing for about 12 years now and I've really built more of an understanding on product, activation, selling, etc. It really doesn't matter what type of product you have, the process is the same. This made me think about my friends and all of the other indie artists out there trying to get their music heard. You have to spend money to make a quality product, but you also have to spend money to get the sales you want as well. I think this is the part the a lot of musical artists don't understand. They think talent alone is going to get them far. What they fail to realize is the amount of money that the 'machine' is spending to ensure record sales are high. (Which is A LOT)
Understanding yourself as an artist is key, but also understanding the demographic you are selling to, and also the demographic that is responding to your music is key as well. If we don't approach our music as both an art and a business, then it will be tough to gain any traction. Those that learn how to evolve have the best chance of continuing on. I think about artists who have lost relevancy with a younger generation, but when you look at their growth as a singer, entertainer, stage show, have they grown? Are they expanding their expertise in this fast, ever changing world?
At the end of the day, we have to define what 'success' looks like, because the avenues are endless. Our expectation has to be built from within, and not based on what society deems as 'success.' That is a losing battle that is never attainable. We can be smart in how we approach our passion and we can see measured growth and progress. We have to be hungry,, and willing to look for it.