This is for musicians, how much of the following do you believe is true for you?
There is no way to make a living from making your own music. You have to be really lucky to get a break. You have to gig every tiny non-paying pay to play venue at the bottom of every bill to pay your dues. To release music you send it to your online distribution company who delivers it to iTunes and Spotify, you send a couple of tweets, post it on Facebook and all your hard work and effort in making your art gets boiled down to sheer luck.
Imagine you wanted to open a coffee shop. Coffee was your life you loved it and you knew that your coffee would make people so happy. Now imagine that you decided you would set up your shop next door to ten other coffee shops. Now imagine that you only opened three days a week but you didn’t tell anybody which three days it would be. Next, imagine that you hired someone to sell your coffee for you and instead of charging your regular price they charged people a tiny fee and gave you back .0000009 of a cent on each cup. Now picture yourself going to the bank and trying to negotiate a loan for your coffee business. If you were the bank manager how do you think it would look.
Now I can only speak for myself here but I have a strong belief I am not alone. This was exactly how I thought about being an independent musician. The music will win if its good enough it will connect. If I am lucky a song will explode and go viral, whatever that even means, exposure? opportunities? money? fame?
If you are reading this thinking, you didn’t really think like that did you? let me add this caveat, the way the music industry evolved was unlike any other sane business model, it is too long to get into it here but suffice to say that thinking your career could suddenly break overnight and propel you to fame and fortune wasn’t outside the realms of possibility.
What polarised my view from fantasist to pragmatist was how the next generation of independent musicians were leveraging that great leveller, the internet. In particular, a company called Indepreneur their overarching philosophy is simple, autonomy in your career. Running it with the same efficacy as a small to medium-sized business. Still making the best coffee, but instead of letting it go cold on the table, finding the perfect people who will enjoy it most and pay you the right price for it. Not because you want to be the next Starbucks but because there is a real and tangible sea change for indies.
Now imagine a world where more and more musicians take control of their own destinies. A new generation making art not to let it slip into the ether but delivered thoughtfully and deliberately into the hands, ears and minds of the people who will appreciate it most of all.
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