DIY - Is it Right for You?

DIY - Do It Yourself

For a long time, the only way for a recording artist to sell his or her music (in any kind of quantity) was to make a deal with a record label. The label handled the recording of the music, mastering, manufacturing and distribution to the record stores. They also took care of marketing and promotion to drive the public into the record stores to buy the records.

For the most part, the record stores (essentially “brick and mortar” stores) were the only place where the general public could go to buy these records. The exceptions to this were, of course, artist performances and festivals. The record stores bought the records from the distribution companies, and the distribution companies were largely controlled by major record labels.

More recent years saw the evolution and expansion of independent record labels and independent distribution companies. Independent (also known as “indie”) labels such as Rounder, Rykodisc and Tommy Boy (to name a few) made sweeping changes in the industry, but selling records still depended largely on brick and mortar record stores, particularly the larger chain stores, bringing them in. This was a challenge for the indie labels and, with the notable exception of “local music” bins, near impossible for DIY artists.

Then along came a little something called the Internet and the landscape changed yet again. It was now not only possible, but relatively easy to promote and market your music to people around the world and SELL directly to the consumer. While many people still shopped at brick and mortar record stores, there were now more options, including artist websites, Amazon.com and many others. More recently, Internet distribution companies such as CDBaby and CDFreedom have made it even easier for independent/DIY artists to sell their CDs. Artist websites and sites such as Myspace have made promotion extremely easy and there are independent radio promotion companies that work with DIY artists, making airplay more of a reality. Manufacturers are also really catering to the DIY artists, with design capabilities and the ability to press smaller quantities.

So what does it take, exactly, to be successful as a DIY artist? Is this the right option for you? I think we can all safely say that simply being a great musician/singer/songwriter isn’t enough. Nor, is it enough to simply get your music on the web. Unfortunately, too many artists put their CDs up for sale on these sites and then sit back and wait for the sales to come in….hmmm….still waiting?

So let’s look at what it does take. First and foremost, you need to start viewing this from a business perspective. If you were to get signed to a major label or a large indie label, it would be very much like landing a great job at a large company. Your “job” would be to make great music, go on tour and put on killer performances, give radio and TV interviews and the like. Sounds great right? The downside? There are very few of these jobs, there is fierce competition, and if you don’t perform to expectation (translation, sell a LOT of CDs), you will lose your job. Still want the job? Good, go for it!

Want other options? DIY is another, very viable option. It is, however, quite different. To use the corporate comparison, being a DIY artist is more like being CEO of a small company than having a job with a large company. To be successful at it, you need to think like a CEO and set up your “company” using a successful business model, which happens, in this case to be the record label.

Ok, so here are the nuts and bolts of it.

A record label has various departments or divisions. Some of these are:

A&R (artists and repertoire) – The Creative Division
The responsibility of this area is to make REALLY GREAT music. This includes: selecting the musicians, singers, songs, producers, engineers, recording studios, mastering labs and any one else who will need to be a part of the process of getting the music recorded.

Graphics Department
This department works with the artist, producer and A&R rep to select the photos and design the CD. They are also responsible for designing any other promotional or advertising materials, as determined by the promotion and marketing departments.

Production Department
This department can also be thought of as post-production. The production department is ultimately responsible for getting the master recordings and artwork to the manufacturing facility on time. They are also responsible for obtaining any text and liner notes that have been written for the CD. The production department monitors every step of post-recording production work to ensure that the CD is ready for its scheduled release date.

Promotion Department
The promotion department is ultimately responsible for creating demand for your CDs. This includes: publicity (press, radio and television appearances), radio promotion (i.e. getting airplay, internet radio play), tour promotion and “street team” type promotion (flyering, passing out postcards, promotional CDs, etc). While they don’t actually book the gigs, they work very closely with the booking agents and concert promoters to ensure that performances get major attention in each market. The promotion department will also work to set up special appearances, contests, etc.

Marketing & Sales Department
The marketing and sales department creates the overall strategic marketing plan and works very closely with all the other departments to see that it is fully implemented. This marketing plan includes everything from: scheduled release date; setting budgets; determining advertising and promotional strategies, booking advertising, setting sales quotas and much more. The sales and marketing department also works very closely with the distribution company and its sales staff. They monitor sales statistics and trends; determine what is working and what is not and where to allocate money and energy.

Legal
The legal department is responsible for handling all contracts and agreements.

Accounting / Bookkeeping
This department includes accounts payable and receivable. Its primary responsibility is to ensure that bills are paid, that there is enough money to manufacture the CDs and support the marketing and promotional activities, and that all accounts (both payables and receivables) are current and in good standing.

Booking Agent
Most record labels outsource their artist bookings to outside booking agents. The booking agent is responsible for booking the gigs and coordination with the venues or concert promoters.

While this is a very simplified version of the business model, and there are of course other departments (including executive departments, administrative, etc), the above are the departments and people who are most directly involved with getting your music out into the world.

As a DIY artist, you need to be sure that ALL of these areas are covered. Now, don’t panic…you don’t need to do them all yourself, but they DO need to get done. The good news is that as there are more and more DIY artists, there are more and more companies with services and expertise that cater to the Do It Yourselfer. These include: Independent music directories (The Musician’s Atlas, The Indie Bible), on-line resources such as Nimbit, independent radio promoters, independent publicists, on-line retailers and distribution companies such as CDBaby and CDFreedom and manufacturing companies such as Discmakers, Oasis and Superdupes who all have services designed for the independent artist. A good artist manager can also handle many of the business and administrative areas of your career.

And again, remember that just as essential as creating great music is creating demand for that music. Some key ways that you can do this are:

o Radio airplay (including internet radio)
o Live performances
o Press (CD reviews, live reviews, interviews)
o Myspace
o Your website
o Website links (from other artist websites)
o Booking (getting shows with larger, well known acts)
o E-mail mailings to your mailing list (your mailing list is your MOST valuable asset!)
o “Snail” mailings
o Talking up what you are doing. This is a simple yet powerful tool! Tell everyone you know.
o Promotional materials including: press kit, flyers, postcards, business cards, ads, etc.

Marketing statistics show that, on average, a person needs to hear about you 9 times before they will take action. The more you are out there marketing and promoting your music, the better. And remember, as a Do It Yourselfer you are for all intents and purposes running a business. Any successful business requires an investment of time, energy and usually money. Any expense your “business” incurs should be well researched, but don’t be afraid to invest. After all, you are investing in yourself!

At Jeannie Deva Voice Studios in Boston we can help guide you through the DIY process and give you valuable assistance with many of these important marketing and promotional tasks. Please call us to find out how we can help you! 617-536-4553

I wish you tremendous success in your career!

Jennifer