013. Cognitive Dissonance
Your music is really good but how do you get people to hear it? The answer is you find a way to put it in front of the people you think will enjoy it the most. How do you do this? apparently, it is called marketing.
Learning about running my music career as a business this past year, has been like exploring an alien planet. I was always more interested in the creative side, the artistic vision, I didn’t care about all that business stuff. But to get where I want to go, I needed to understand more. So I went down the rabbit hole and how did I go about this? The internet of course.
As I am prone to mentioning, the amount of free resources available to the human race today is astounding and the people willing to teach their unique skillset is unparalleled in history. But when I started looking into the business world, and more specifically marketing, it was like the gate closing in the alligator pit. You suddenly start getting marketed to in a very specific way because these people are really good at well...Marketing. The problem is that there are so many Snake Oil salesmen out there.
For all our advancements, it is like going back to the wild west; The universal Panacea readily available for whatever in the world you desire, and they know how to get you hooked too. Unfortunately, this is what also part of what makes really good marketing.
Now the irony of all this is not lost on me. Being someone who considers myself as having a relatively good moral compass, what I ask myself is, how do I Juxtapose these ideas for my own career? Can the artistic and business really live together? To what extent do you become the seller of a product over the provider of existential solace which can't really have a price?
My answer is, for me, there can be creativity in both and there can be artistry in both. You need to do it with your best intentions and if you are going to sell something then provide something of real worth and real value that is worthy of your art.