WHO’S ON YOUR TEAM?
While everyone acknowledges that the indie trend has gained considerable traction over the last few years, they also admit that the “Do It Yourself” (DIY) approach is a misnomer. In fact, after interviewing numerous experts, executives, artists and managers, one thing has become perfectly clear. You can’t achieve success alone.
The very things that made the current trend possible did not make the quest for success any easier. The Internet, digital recording, independent distributors and more music sites and radio stations than you can count have given artists, managers and labels more options and tools than they’re ever had before. But, the myriad of choices is so vast; it can be confusing and consuming.
That’s why the word “teamwork” pops up so frequently. Artists who try to do everything themselves are often frustrated; and, those that think they can simply rely on a manger or label to do it all for them are living in the past. Even major label honchos expect everyone to do their part – and that includes the artist.
Nowadays, an artist’s job involves more than just the creative process. Artists have to get involved in the business of music as well. That doesn’t mean you have to be a biz whiz, but you have to do your part. What does that entail? Certainly, promoting your shows and recordings is elementary. Building and maintaining a fan base are traditionally the artist’s province. Fans don’t want to talk with your manager or label rep. They want a direct line to you. In fact, if you treat your fans right and give them the attention they deserve, your team can increase exponentially.
Even funding is something independent artists should be involved with. After all, if you’re not willing to invest in yourself, why should anyone else? Unfortunately, some artists have a strange sense of entitlement. These divas in training believe all they have to do is be the “artiste” and that everyone else should fund them, support them, and do the heavy lifting. Hopefully, you’re not that kind of artist. Because, the fact is, you should not only take an interest in your career, you should take control of it. Otherwise, your dreams may turn to dust.
Without question, “Doing It Together” (DIT) is the way to go today. With a team you not only have help doing all the work that needs to be done, you also have a support group and, most importantly, a think tank. It starts with “you” being a good team member yourself; and, choosing your other members wisely. If you can be a real team player, at least you’ll know that you’re giving it your very best shot. DIT is, obviously, the new game in town. Accordingly, DIY is hereby officially retired….
— Bernard Baur
