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The 7 Ps

Tim Bennett wrote down a few guidelines for indie artists - read carefully and maybe it will help you to get your music to the people.

The 7 Ps (by Tim Bennett)
When I was asked to write an article about 'Cracking America' - I knew it was a daunting task because I haven't come anywhere close cracking the music scene in this giant country or any where else for that matter.

But I have learned many important lessons about the music business.

Probably the most relevant thing I've learned is to live by the mantra 'hard work pays off' and I believe it's essential if you want to have any credible form of success here. There is so much competition and the only way to push on through is to work that much harder than the next band or artist. It's not just about creating top quality music but also putting together a team who can guide and promote you.

Another thing I've learned is that you can't rest on previous success. The audience moves on. An associate in the business recently told me he was booking a tour for Keane in the USA. The UK based alt/rock band have previously sold several million albums world wide. He said he was staggered to find that their management told him to book venues with a maximum of 500 seats. He had to ask them again to make sure he heard right. It appears that just because you sell a few million albums and downloads a couple of years ago does not guarantee that you'll sell out an arena.

So how do you conquer this Everest-like market ? I've built a potential strategy list which I propose might work for any beginner or up and coming indie or mainstream artist.

I call these the " 7 Ps"

1. Potential
2. Practise
3. Produce
4. Perform
5. Promote
6. Provide
7. Precaution

1 - Potential
It is vital to establish your parameters as artist. Essentially this means identifying your musical genre, your strengths and weaknesses, image,demographic audience , commercial possibilities and potential revenue streams.

You can find your demographics from your audience turn out at gigs and through you social network sites.

You can find out more about revenue streams through research on the internet.

2 - Practise
What ever style of music you chose - the only way to perfect your craft is through constant practise.

I think performing with musicians who are better than you is a great way to learn, hone and improve your craft.

It's especially beneficial to work with people who are constructively critical and supportive.

3 - Produce
I personally believe that self expression, writing and creativity should come naturally to any artist and if they don't then forming a quality product is going to be very hard.

To be a success in this business you need to have an audio-visual product.

Producing something of high quality is going to be a challenge to any newcomer. The above mentioned practise will ensure that you are somewhat prepared for the rigours of the recording process and the pressures in the studio.

Hiring producers, studios, musicians, engineers and photographers and video makers is a costly expense and the question is how to raise these funds.

Without a large inheritance, winning the lottery, a wealthy family to back you or a record label to finance your expenses there are few options available.

My option of choice (unless you are lucky enough to have one of the above) is to learn to use music recording software ( e.g. protools, garageband ) and use this to demo your songs on Fan-Funding Platforms.

With a quality demo, some self orchestrated publicity and persistence you can reach your funding target.

Some well known funding platforms are Kickstarter, My Major Label and Slice the Pie.

These will allow you to afford and work with top professionals to make a high quality album, photos and video.

In 2009 I raised $31K through Sellaband and finished recording my debut album in May 2010. I was fortunate to work with some top industry professionals including Multi Platinum, Grammy Award Winning Mixer, Steve Hardy and Master Engineer, Ted Jensen, in NYC. This probably would not have happened had I not raised the funds through Sellaband.

4 - Perform
Performing is a vital ingredient of any artist's career and it helps mould and develop the craft.

I've been lucky enough to have performed with some wonderful and talented musicians in some of the top rated, smaller venues in New York city and London. Booking these gigs requires the above mentioned demos and a promoter or booking agent who will facilitate the process of booking the appropriate venues.

It is necessary to bring a good crowd of friends and fans and obviously a huge amount of practise is necessary before going in front of a paying audience.

This kind of practise should be done at home, with tutors and your band mates and then at Open-mics.

Open-mics are a great way to explore your public persona and repertoire.

Busking is also a great way to reach the public and potential fans. However, you must look into the legalities of busking as it is unlawful in some public places.

5 - Promotion and Publicity
Lack of promotion is the downfall of many a brilliant musician. Promotion is the hard graft that goes on behind the scenes and will help bring your music to the masses.

I've known many artists who think that they don't need to promote themselves and some even consider it as a job that is below them. I don't buy into this and I certainly don't buy into the idea that you could get discovered playing in a dive bar by a famous producer who wants to sign you even though you only have five fans.

The truth of the matter is that, from my experience, A&R, Managers and Record Execs are more interested in 'Bums on Seats' than raw talent.

If you have thousands of fans who follow you loyally then that's a fan-base who are more likely to spend their money to see your perform, buy your t-shirts, and purchase your downloads, CDs and videos. And those are the dollar signs that the above can relate to. It's really that simple.

Social Networking sites are a fantastic way of reaching new fans. Myspace is still a viable site although recent gossip seems to suggest that it is on it's way down, although, it's still possible reach many thousands of people around the world through this network.Facebook is also a wonderful promotion tool, as is Reverbnation, as well as Youtube which is still the most under-used site in my opinion.

It's important to spend time interacting with your friends and fans on these sites. Gone are the days of up and coming rock stars in ivory towers. These days, fans want to be able to talk to you or at least be able to message or comment you.

I believe that your fans are your lifeblood - they are the most important thing along with your music.

Without fans you have nothing.

I found that playing in the New York Subway as a busker allowed me to meet thousands of people as well as music industry execs who have given me vital advice and suggestions. I was able to invite these people to my gigs and it brought me a lot of positive publicity and know-how.

Whilst performing in the subway I was also filmed for ABC TV who did a 3 minute segment about my music.

This was shown on prime time TV for a week and exposed me to millions of people.

My catch phrase was ' This is the biggest venue in NYC and for a couple of bucks entrance fee I can play to thousands of people'

6 - Provide
Providing your music through distribution sites and social networking sites is the way that you'll hopefully make enough revenue to support your music and even provide a full time living.

If your product does really well then that will improve the likelihood of you being picked up by decent management and/ or label.

Reaching the US audience and making a success here requires a really dedicated and enthusiastic team of industry professionals.

7 - Precaution
Last but not least, there are many predators in this shark infested business. Most of them just waiting for the next desperate, naive musician to prey upon, bleed dry and leave for dead.

Harsh words, you may think, but sadly it's not an exaggeration.

Rule number 1 - always read contracts and have someone with legal expertise to look over anything binding.

If you can't afford to pay an attorney then it is possible to find lawyers who will work 'pro bono'. I've done this in the past and it saved me from signing a disastrous record contract.

Rule number 2 - contracts should always be mutually beneficial.

Rule number 3 - no one can assure you of success or fame and if they do then they're are almost certainly lying.

Rule number 4 - always do your homework and research potential suitors. Ask other musicians and don't be afraid to ask industry people for references. You can also use on-line forums for this too.

Rule number 5 - always look at resumes and past history. Look for credibility and past success with the people you are intending to work with.

Rule number 6 - watch out for personality and agenda clashes and trust your gut. If you don't feel right about the people you're considering working with, then there's probably a good reason for it.

Rule number 7 - your ' Word' is very important. Be honest and trustworthy - This will stand you in good stead for all future endeavours.Those who run their mouths without facts to back up their claims soon get a reputation for being such and will not be taken seriously by those who really matter.

I moved to the USA in December 2009 for personal reasons, intending to stay for a month or so.

However, I've now been here for a year and have decided to stay long term.

Since that time:
I've worked with Grammy Award Winning Mix Engineer, Steve Hardy ( mixer for Bono-U2, Prince, Pink, Jay Z and Beyonce);
worked with legendary Recording Engineer, Ted Jensen ( Metallica, Alice in Chains, Dave Mathews, Green Day, Police, Madonna);
I've also made, directed two music videos which have been receiving critical acclaim;
I'm represented by one of the world's biggest Entertainment Law Firms, Loeb and Loeb;
built strong relationships with highly regarded industry movers and shakers;
played with some of the best session musicians in the USA ;
been included on a compilation CD for GoDIY Records;

I've also had the pleasure of working with the very talented and versatile singer/actress, Bambi Monroe aka Taylor Horn.

Thank you for reading and the "Best of Luck".

Tim at Facebook

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