I’m often asked about the pros and cons of becoming an independent artist, music professional, or label in today’s music industry. Entrepreneurs often creatively thrive in independent environments, but it’s important to understand the large gap between becoming independent by description and excelling professionally as an independent. Simply put, separating the hobby from a full fledge profession. If you fall in the indie group that constantly blames shortfalls on managers, bands, agents, and essentially “not getting product in the right hands,” you’re chasing a hobby. To the other extreme, individuals that blaze their own path and create business as opposed to wait for business become the successfully indie professionals. However, in today’s internationally driven industry, tactics that prove successful domestically may be harder to apply on a global level. To achieve international music industry nirvana as an indie professional, collaboration is key. Whether you’re an independent artist looking for international exposure, entertainment attorney seeking international clients, or a manager looking to expand your roster, here are 4 “must have” traits in order to efficiently expand in the globalized industry: (1)You Don’t Know Everything, (2) Remain Flexible, (3) Achieving Successful Collaboration, and (4) Don’t Be Selfish.
A quick preface before exploring each topic in order to highlight the importance of collaboration. I recently become involved with a team of individuals around the globe sharing one common objective, to help one Australian artist accomplish her musical goals. The team consists of managers in Asia, producers/managers in Europe, creative experts in L.A., business managers in Australia, and entertainment attorneys in the States. Each and every person brings something unique to the table. The industry, for better or worse, is global. No one individual on this team could accomplish global success in the timeframe the group may undertake. As the market continues to grow, this willingness to embrace other specialties that compliment (or trump) your professional niche is a necessity for success. This is an essential mindset in becoming a successfully “independent.” You can’t accomplish it own your own. Nobody – musician or professional. Even if you posses the skills, achievement will take longer if you hold cards close to your chest, and you may run yourself ragged trying to accomplish success on your own. Independent in 2010 means accepting help, talents, and expertise other than your own.
1. You Don’t Know Everything
Step 1 – Embrace the fact you don’t (and can’t) know everything about the industry. The entertainment world is so vast and it’s important to create niches. Musicians create niches by unique musical fusions that spawn new genres; and professionals seed niches by becoming experts in specific areas. Step 2- collaborate with experts who have different niches than your practice area. Creative juices flow when teams collaborate, all of which bring different specialties to the table. Musicians, this can often be uncomfortable letting go of the creative reins because it is easy to become settled into a musical genre. Let it go and you’ll be amazed at the new ideas you’ll tap into. Professionals, on the other hand, enjoy carrying the persona they know everything on every topic. They don’t. By dropping “the know it all” arrogance, clients may become more attracted to your honesty and willingness to explore new creative outlets with them as opposed to feeling forced into a mold.
Step 1 – Embrace the fact you don’t (and can’t) know everything about the industry. The entertainment world is so vast and it’s important to create niches. Musicians create niches by unique musical fusions that spawn new genres; and professionals seed niches by becoming experts in specific areas. Step 2- collaborate with experts who have different niches than your practice area. Creative juices flow when teams collaborate, all of which bring different specialties to the table. Musicians, this can often be uncomfortable letting go of the creative reins because it is easy to become settled into a musical genre. Let it go and you’ll be amazed at the new ideas you’ll tap into. Professionals, on the other hand, enjoy carrying the persona they know everything on every topic. They don’t. By dropping “the know it all” arrogance, clients may become more attracted to your honesty and willingness to explore new creative outlets with them as opposed to feeling forced into a mold.
2. Remain Flexible (To an Extent)
It is important to have an overall goal, an objective that keeps the drive alive, but collaboration calls for flexibility. When working with individuals who all have different professional and creative ideas, unlikely thoughts will emerge that would otherwise be impossible to plan for. Roll with it.
It is important to have an overall goal, an objective that keeps the drive alive, but collaboration calls for flexibility. When working with individuals who all have different professional and creative ideas, unlikely thoughts will emerge that would otherwise be impossible to plan for. Roll with it.
3. Achieving Successful Collaboration Takes Time
Collaboration isn’t an immediate characteristic, be patient and expect months to years to build a creative community. Take full advantage of social networking sites that are specific to business such as LinkIn. Explore networking sites not with a specific objective, rather to explore and see what unique specialties jump off the page. For example: musicians in the States may want to explore a tailored search to France’s entertainment economy. The search may generate a variety of topics from labels, managers, web designers, and venues all unique in their own right. Find something interesting, then think- “what can I do to help that person in the States, and what can they do to help me in France.” A professional bartering system if you will. You’ll be surprise at the willingness of both parties to explore new and interesting avenues for cross cultural promotions.
Collaboration isn’t an immediate characteristic, be patient and expect months to years to build a creative community. Take full advantage of social networking sites that are specific to business such as LinkIn. Explore networking sites not with a specific objective, rather to explore and see what unique specialties jump off the page. For example: musicians in the States may want to explore a tailored search to France’s entertainment economy. The search may generate a variety of topics from labels, managers, web designers, and venues all unique in their own right. Find something interesting, then think- “what can I do to help that person in the States, and what can they do to help me in France.” A professional bartering system if you will. You’ll be surprise at the willingness of both parties to explore new and interesting avenues for cross cultural promotions.
4. Don’t Be Selfish
Becoming selfless is a difficult character trait, but an essential one today’s industry. If you develop contacts, share them willingly. Retaining the role of gatekeeper is fine, but remain eager to connect people from around the globe because it only leads to more contacts for your personal rolodex. Further, without even purposely promoting yourself, you unknowing become a global billboard through word of mouth and international collaboration. The trouble for bands and professionals is they want to constantly receive credit for relationships or achievements. Let it go. More will be achieved with professional contacts or music exposure by allowing things to flow in a nature course.
Becoming selfless is a difficult character trait, but an essential one today’s industry. If you develop contacts, share them willingly. Retaining the role of gatekeeper is fine, but remain eager to connect people from around the globe because it only leads to more contacts for your personal rolodex. Further, without even purposely promoting yourself, you unknowing become a global billboard through word of mouth and international collaboration. The trouble for bands and professionals is they want to constantly receive credit for relationships or achievements. Let it go. More will be achieved with professional contacts or music exposure by allowing things to flow in a nature course.
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