Independent Musicians Discover the Secret to Success
Seattle, WA – There are over 203,000 independent
musicians in the US alone, according to the most recent census. And these are just the ones who officially claim to make a living at it. There are millions more trying to make their way into the music business. Yet only a few dozen of them will ever achieve any level of financial success. The chances of any of them “making it big” are miniscule at best. Those are pretty discouraging numbers. So why do the “indies” keep singing? And what can they do to improve their odds?
Derek Sivers is president of CDBaby.com, an online “store” that sells CD’s from independent
artists. Sivers says that 95% of the artists who have a CD on the site sell at least something, but that 90% of the sales are made by only 12% of the artists. “It used to be for musicians only 10% of your career was up to you. ‘Getting discovered’ by impressing one of these magic few gatekeepers who would present your music to the world, was about all you could do. Now, 90% of your career is up to you. You have to come up with a plan and make it happen, too. Make the kind of business plan that will get you to a good sustainable level of success, even without a big record deal. That way you’ll win no matter what happens.” Sivers
tells artists they must learn the business side of the music business.
“I love music, it’s what I was born for,” says independent artist Aneel. “The problem is that so many indies pursue getting a contract with a label. What they don’t realize is that they’ll spend a ton of money trying to win that contract, and even if they land one, they’ll spend their own money producing an album. By the time it’s all said and done, if they break even, that’s doing pretty good.”
Aneel’s example is all too common. While trying to break into the big leagues, Aneel co-hosts an online music show called “The Juice”, which originates from the UK. In his role as internet DJ, he’s heard similar stories of struggle from musicians around the world. That gave him an idea.
“I decided to pull together experts from a variety of fields who could help independent musicians improve their business skills,” says Aneel. He realized that the issue wasn’t a lack of musical talent, but rather that most indies don’t look at themselves as a business. Aneel found 20 “coaches” on topics ranging from international distribution to royalties and taxes to website marketing to entertainment law. He produced a video called “411 on the Independent Music Movement”. (See www.411onmusic.com.) The 3 DVD set teaches independent artists exactly how to turn their low-paying hobby into a lucrative business. It even includes a database of over 9,000 important industry contacts.
“I learned how to promote and distribute my own music, how to book live performances online, and most importantly, how and who to contact about my music,” says Dan Thomasson of the group Nature’s Calm. “Aneel’s DVD was just what I needed to help me be more successful in the music business. This is a great resource for all independent music artists.”
Especially with internet distribution growing at a staggering pace, increasing to over $10 billion in 2007 (according to New Media Music Informa), the market for independent music presents an expanding opportunity for independent artists. But will they understand the need to run their bands like businesses?
From the group Downriver Zero, artist Phil Mooney says “The 411 DVD is quite a ‘must have’ asset for myself and my band or for any artist, either just starting out or well established. The flow of the material is excellent. From business planning, to overseas promotion, and tax law. This DVD is the seed for success! I cannot wait to tell you what it has helped me and my band accomplish.”
So, despite the long-shot odds, an increasing number of independent artists are beginning to discover the secrets to getting out of the garage and building a successful music business.
By Suzanne Glass
411 on The Independent Music Movement is a new DVD package created by award-winning Seattle musician Aneel Robinson. Often asked how he had successfully orchestrated his own music career, Robinson got the idea to commit his knowledge to disc. After two years of development and interviews with dozens of industry contacts, this mega-resource has swollen to 3 DVDs with more than 6 hours of content.
Included are interviews with over 15 industry experts, including Derek Sivers (CDBaby.com), Chris Knab (music business consultant), and Jay Flanzbaum (Onlinegigs.com). Beginning with how to set up your music business plan, the interviews move through radio airplay, record stores & retail sales, distribution, record pools, publications, websites, royalties, taxes, legal matters, and more. Also included as part of Disc 3 is a complete electronic copy of the Indie Bible, listing over 9000 contacts for all genres of music, regularly priced at $35 all on its own.
I was amazed at the amount of information included in this DVD set. Though there is no included overview plan, the interviews are arranged in logical order, and hearing the facts "straight from the horse's mouth" is a perfect way to take in the massive amount of information. The interviewees are accessible and easy to watch, and the laid-back format allows them to include insight of the top of their heads as opposed to a more rigid interview format.
You'll learn how to protect yourself, promote yourself, and get your music out to the public in effective ways to move your career forward. You'll find in-depth information on the predictable topics (websites, record stores) and great insider ideas you may not have considered (like public access TV).
With the amount of information on this DVD package, it's well-worth the cost.
New DVD set gives helpful information to independent musicians
California-based singer Aneel Robinson has experienced the challenges of trying to manage his career as an independent artist, from bookings to CD distribution to marketing and financial challenges. So he decided to take his experiences and the experiences of 20 experts in various areas of music and to create a resource for independent artists, the new instructional DVD collection 411 on The Independent Music Movement.
"I love music, it's what I was born for," says Aneel. "The problem is so many indies pursue getting a contract. What they don't realize is they'll spend a ton of money trying to win that contract, and even if they land one, they'll spend their own money producing an album. Overall, if they break even, that's doing pretty good."
Aneel realized the issue wasn't a lack of talent, but rather that most indies don't know about business. "So I contacted experts who could help independent musicians improve their business skills." Aneel found 20 "coaches" on topics including international distribution, taxes, website marketing and entertainment law. Those interviews are the heart of 411, a 3DVD set. The collection also includes a copy of the Indie Bible, a resource that includes thousands of industry contacts.
411 is another worthwhile resource for independent artists. 411 on The Independent Music Movement can be viewed or purchased at www.411onmusic.com.
411 on the Independent Music Movement
Other // Unrated // $49.99 // January 1, 2008
Review by Aaron Beierle | posted January 11, 2008
Everyone probably knows someone or knows someone who knows someone who is in music in some way, shape or form (maybe you're a musician yourself.) However, there's considerable difficulty in breaking into the music industry - a difficulty that has only grown in recent years due to the industry's decline in sales and their inability at times lately to connect with what the audience is looking for.
With thousands upon thousands of bands, it becomes difficult to promote anyone's band these dates and get them noticed or in front of the pack of thousands and thousands of other bands trying for the audience's attention. Aneel Robinson is a successful touring artist, and after many asked him how he managed to get off the ground floor, he decided to work with some of his friends to put together a program that will provide an overview for aspiring artists on how to get into the independent music business. I won't go over all the tips (because I'd then ruin the DVD), but I will go over an overview of the 3-DVD set.
As for being independent, one early text in the 3-DVD set from independent producer Steve Albini goes over the difficulties of being on a major label, and the story is certainly dark. What's even darker is the financial tally on one particular artist, which makes it seem as if everyone is getting rich but the artist, who managed to get a tiny fraction of the overall grosses.
The first DVD in the set offers interviews with a set of DJ's, who discuss their recommendations on how artists best approach getting their music on-air, with tips like leaving your contact information with your music (remarkably, they say that many CDs they like are sent without any contact information, so they have no way of contacting the artist.) The first platter also gives interviews with record store owners, who give advice on getting your indepdendent release on consignment into the stores. We learn about things like having a barcode and registering your album on soundscan to get the album on more point-of-sale systems and potentially into larger chains. Finally, an independent distributor talks about optimizing your packaging to catch the buyer's attention, promotion and trying to get your album ahead of the pack.
The second disc offers up viewpoints on different ways to get your record distributed, with featurettes on Music Forte (which helps artists get exposure in Japan), Public Access TV (an interesting idea on how to promote music, which I didn't even think of), Record Pools (getting your music out to DJ's who might not only be willing to break a new song, but collect feedback on the music), Music Publications, websites and CD Baby. There are also additional pieces on getting an accountant and an attorney, as well as the importance of Sound Exchange in terms of royalties, especially in the new online marketplace.
The menu system on this title is a little confusing at first - you select the interview you want to watch and then you are greeted with a screen that looks like another menu screen, but with no options. This intro screen does hang for what seems like about 10 seconds before the interview actually does begin. Some of the interview screens do have contact information for the person being interviewed, as well.
Speaking of contact information, there's plenty more on the third disc, as it offers the "Indie Bible", the latest version of the popular contact book, complete with addresses and website information. We also get audio interviews about onlinegigs.com and from Eric Norberg, the editor of the Adult Contemporary Music Research Newsletter. Looking through the Indie Bible, it's an extremely impressive and detailed listing of various contacts that really makes this worth a purchase on its own.
Overall, the combination of excellent advice throughout the interviews and the addition of the indie bible makes this a worthwhile purchase for aspiring musicians looking to take their first major steps towards success.
The DVD
VIDEO: This program is presented in 1.33:1 full-frame, and it does appear as if it was done on a low-budget. However, that actually kind of works in its favor, oddly enough, as it makes it seem a little more accessible than having a slick, sleek presentation that may strike some new artists as intimidating. Image quality was satisfactory, as the picture looked soft, although never hazy or blurry. Some minor artifacting was seen, and colors looked subdued - yet accurate. Audio was clear (some slight background noise can be heard at times, but doesn't interfere with interview audio) and fine.
Final Thoughts: Overall, the combination of excellent advice throughout the interviews and the addition of the "Indie Bible" makes this a worthwhile purchase for aspiring musicians. Recommended for those seeking to break into the music industry.
411 On The Independent Music Movement: What all Independent UK Artists Need to Know
411 On The Independent Music Movement DVD series offers detailed instruction for independent artists on how to promote and sell music in the US and Internationally. Music industry experts come together to offer guidance in the 6 hour, 3 disc series.
The “411”DVD provides insider knowledge on the music industry, enabling artists to get their music heard. There are more self-made artists today than ever before, and the competition is fierce. This DVD series gives the emerging musician a leg up on the competition. focusing on the USA, UK, and Japan. The DVD series offers instruction on music distribution, retailing and airplay, marketing, copywriting and how to set up your own business.
Our consultant at kentgigs.com found the advice and information is relevent to and helpful to, UK independent artists wishing to improve their business skills for breaking into America but a little extra study will be needed to relate the work of the US copyright and royalty organisations to UK organaisations such as MCPS, PRS, and PPL . The US Copyright Office registration details were interesting but not relative to UK writers.
No buts - for artists wishing to break into the music buisiness
This is the Biz, there is not a
lot missing, Disc 3 contains 9,000 contacts and companies throughout
the world that can help the indie musician and over 50 articles
on music industry topics. The publisher has pulled some moves here
by incorporating "The Indie Bible",
a valuable resource that would
cost $30 on it's own,
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