David Hooper
No man—or band—is an island. The success of anymusician is the cumulative effort of many people. As you set out tobecome a legend, there are ten people you want to surround yourself andyour band with. Whether you hire these folks, or simply find them andbuild a mentoring relationship with them—they have the expertise youneed to get where you want to be: on top.
1. Stylist
Stylistsaren’t just for corporate bands. Someone who is an expert in style andpublic opinion can give you an objective view about how other peoplesee you. Talk to a stylist about your overall sound and the vision ofyour band and get some feedback about ways you can express that withyour on-stage appearance.
2. Graphic Designer
Agraphic designer is going to be able to help you design your “brand”. That can include everything from your website design, to your t-shirtgraphics and your album cover. These are items that make a hugeimpression on people long before they have a chance to hear yourmusic. Most graphic designers appreciate it when you bring them solidideas and examples of things that inspire you. The more direction youcan give them, the easier it will be for them to provide you with afinished product you’ll love.
3. Recording Techs
Livemusic and recorded music are two entirely different animals. You mayhave a great live sound, but if you’re going to make any money off yourmusic, it needs to be recorded—and recorded well. Your MP3s can beplaced on your website and circulated around the globe, so you wantthem to be the best possible representation of your band. Add to thatthe fact that recording time is so expensive, and mistakes can cost youtime and money. It’s easy to see how important it is to find peoplewho know their way around a mixing board.
If you can, askother bands who they have helping them with the technical aspects oftheir recording. Or, you may place an ad and interview people who willhelp you in your session. Even if you use studio staff—don’t go inblindly and expect perfection in only a couple hours. Try to meet withthe technical staff before you record and give them some idea what yourexpectations are. You may also want to hang out on some music industrymessage boards and get informed on techniques and terminology so thatyou can communicate what you really want when you get in to the studio.
4. Other Bands
Don’tlook at other bands as competition. Each group is unique and hassomething different to offer. Each band has its own personality. Youcan co-exist peacefully with bands and find they are your best alliesas you try to establish yourself. No one else knows what you are goingthrough like another up-and-coming band. If you can find musicians whohave more experience than you or who have already achieved success, tryto form a mentoring relationship with them and let them help youthrough the landmines that take down so many young bands.
5. Groupies
No,I’m not talking about Tawny Kitaen. I’m talking about ClassicGroupies—girls (and even guys) who are loyal fans. These are peoplewho will be at every show, wear your t-shirt until it falls apart, andtell everyone they meet how great you are. These people will developin to an entourage—they create a party wherever they go—even if it isjust waiting in line to buy your tickets. They are an asset, and atime-honored tradition on the road to success.
6. Web Guru
Theinternet is where you’re going to be marketing yourself for the rest ofthe century, so you might as well get comfy there. No one expects youto be a geek, but you should definitely have an in with a geek to canhelp you establish yourself online. A web guru is going to bewell-versed in web design and implementation, have technical skills forgenerating web traffic and search-engine optimization, and an eye onanything new that you can latch on to and use. Not only do you want aprofessional website, but you want to appear web savvy; which meansusing online tools and giving your fans access to those tools, too.
7. Business Advisor
Mostmusicians are terrible businesspeople. That makes having a businessadvisor all the more important. Whether you hire someone, or simplyhave a trusted friend with a business background give you somepointers, it is absolutely essential to have someone with a businessmind help you make the most of your money. That means managing anyincome you have from gigs, album sales, or merchandise. It meansplanning a budget for the band, and knowing where and how to investwisely.
8. Club owners
Peoplethat own clubs can give you great opportunities to perform live—butthey can also give you added perspective and the experience that comesfrom seeing musicians perform on a regular basis. A club owner, ifthey befriend you, can provide you with all kinds of informationincluding warnings of pitfalls they’ve seen bring other bands down. They know their own club or bar better than anyone else and they cantell you how to optimize your performance’s sound and appearance. Theycan tell you which nights are the best to book, and what kind of crowdto expect. They have their finger on the pulse of the music scene froma business perspective and can give you highly specialized informationto make the most of your shows.
9. Friends and Family
Yourfriends and family are the people who believe in you more than anyoneelse. They are going to stick by you through ups and downs, successesand discouragements. They are a ready-made army of marketers who willtell the world how great you are with total conviction. Don’t alienateyourself from these folks. Let them put your name out there, and letthem share in the victory when you get recognition.
10. Radio DJs and Press People
These guys have the ability to promote you in ways you cannot imagine. Most radio stations have featured staff picks on their shows, and radioDJs and music journalists also keep blogs on their company websites. If they make it to your show and like it, they’re going to tellthousands of people. Take the initiative and seek out DJs on stationsthat play music similar to yours and press people who cover music inyour area. Send them CDs and invite them to your shows. Offer to givethem an interview for their blogs and ask them to share theirexperience with you.
Reprinted with permission from www.musicmarketing.com
