Series: Navigating In Fog: Thoughts on the Music Business

Posted on

In school, if you’re right 60% of the time you’re a failure. In the music business, if you’re right 60% of the time, you’re a genius (unless you’re starting an indie label).

This entry is part 11 of 12 in the series Navigating In Fog: Thoughts on the Music Business

It’s true. Picking winners in the music business is a lot like hitting major league pitching: Most people strike out a lot. For every band on a major label that succeeds, a far greater number fail. This means that the A & R staff of most labels spend most of their time failing. So if you ever meet one of those rare individuals (and they do exist) who seem to pick winners more than half the time, bow down in front of them. In music business terms, this person is a genius. And if you happen to be one of those people, well take a bow. You are a genius.

There’s only one exception to this rule. If you run a small independent business, like an Indie record label, you don’t have the luxury of failing so often, because a multi-national corporation with huge cash reserves does not own you. So you have to be more careful. If you only have one band on your label and it fails, you can survive such a failure if you’ve been smart with your money and structured your project so that all the costs are properly scaled (insert reference).

But once you start juggling more than one project at a time, things get much more complicated really quickly. So growing an indie music business is a perilous game. If you have any success at all initially (and even sometimes if you don’t), the temptation to expand quickly is ever present. But if you haven’t given serious thought to how this growth will be managed and created budgets that accurately address the contingencies involved, it won’t take too many failures to kill the business.

So unless, you’ve got a personal fortune and your business is actually more of an art project, it’s best to remember that small is beautiful, especially at the beginning of a venture. As I said above, failure is common throughout the music business food chain. It’s as likely to happen to a big company as a small one. And as often as not, while the underlying lessons it has to teach may not be that different up and down the food chain, the scale of the damage may vary quite radically. So if it’s almost preordained that you’re going to have some failures and learn some hard lessons, why not try to keep your first failures small? It’s a long game. There’s no reason to risk mortally wounding yourself before you’ve barely made it out of the starting gate.

Posted on

Artists and Art

This entry is part 12 of 12 in the series Navigating In Fog: Thoughts on the Music Business

The Artist is a very romantic figure in our culture. There’s a lot of ideological mumbo jumbo attached to what an Artist is and what an Artist should be. It’s one of those paradoxes. The dominant ideal is that art is about freedom of expression. Yet lots of people would put a lot of rules on art given a chance. People love to set up boundaries and categories. Some people might even try to shatter the whole notion that Artists making art is a romantic ideal.

I like those kinds of high-minded debates. But this isn’t the place for them. So I’m not going to get into that stuff here. Instead, I’m going to accept the following premises: (1) being an Artist and making art represents a noble pursuit; and (2) if there is anything pure and good in the music business, it starts with the Artists and the art they make.

Why am I going to the trouble saying this? Well, the further you venture into the Fog Machine, the easier it is to lose sight of these ideas. And once you forget them, you’re sunk, especially if you see yourself as an Artist.

At the same time, it’s important remember that Artists make art in a context. Our context is a market economy, where people have to make their living somehow. And the ideals of making art and making a living don’t always easily co-exist.

But if you are an Artist, you have to find a way to deal with this reality. Usually, that involves figuring out where your compromise point is on a broad range of issues. As an Artist, you’ll probably have to face this process head on. But never forget the idealistic goal of art: that the product should come first regardless of what the market seems to be saying.

Sometimes that can be a tough one, especially when people who are supposedly experts about the market are challenging your judgment. But never forget the reality of the Fog Machine. Ultimately, a lot of these folks don’t know anymore than you do. And oddly enough, when an Artist has talent and stays true to his or her ideals, it’s actually pretty surprising how often that resonates in the marketplace.