A Commentary, by Professor Pooch

(C) 2008-2010 David J. Spangenberg

Part 4

The Day has come. The Artists/Bands, Promoters, Venues are all ready to stage an EVENT. An EVENT people will talk about – a “Night to Remember.”

“So, I guess we really need a Gimmick…”  NO!  Gimmicks are basically useless because people can see right through them, and they are needless as well. Gimmicks are looked at as Gimmicks; “Great shows” are looked at as Great Shows! 

It is true that, just like all songs need great “hooks”, your show can have a hook, but it should be a natural hook. Some examples being a CD release party, a guest performer, someone’s birthday party, and the like – and there’s no harm in coming up with one each show.

One of Professor Pooch’s Laws: “Be Just as Creative on the Business Side as You or the Artist is on the Creative side” fits here. My favorite hook?  Three or four Great Bands with Great Songs and Great Performances!

Your Gimmick should simply be providing a Great Event with Great Performances. Simply put, you need Artists and Venues that create a Great, Natural Vibe that hypnotizes the audience into wanting to come back to that Venue and/or to see that Band!

Every Night, every Gig should be treated as Special.  And if Everyone is in a great state of mind, and if Everyone is prepared, and if Everyone gives their all, your Events will be remembered – and in a positive way.

What the Artists, their representatives and the venues are [or should be] trying to create is word-of-mouth, because excited word-of-mouth travels faster and better, and with more integrity, than any other form of promoting yourself to the masses.  You are directing it to the people who matter – the fans who like you, who know people who will like you and what you bring into their lives…

Now, let’s break it down into roles:

Attention Artists [and Artist Managers]: Go out and see one or more of your favorite, successful Recording and Performance Artists and watch their show very carefully. A Great, Successful Band knows their songs are Great Songs, and the right songs to play at that Venue/Event, and the songs flow really well together.

Why/How do they know? Simply put, a Great Band is prepared and takes care of all that beforehand, usually at rehearsals. The only thing on a Great Performer’s mind when they step on that stage is, “This is gonna be a Great Show!”  And they Make it one!

In short, Every Performance at Every Venue should be treated as a Special Event! Great Events must become a Habit! 

Here’s a true story – and an important lesson: I was out to see an unsigned Band at this Club several years ago, and I met a friend there.  It was early in the night and we were the only two customers.

To make a long story, short, the band played a basically disinterested set. After my friend left I went up to them and asked them, “Hey, You guys are much better than that – what happened?”  They responded with “We were warming up and there were only a couple people there, so…”

And I told them, “Well, you just blew a great opportunity – that person who just left was a Senior Vice President of Columbia Records!”

Actually, it doesn’t matter if my friend was Joe Shmoe.  If the Artist had put on a great performance, Shmoe might’ve loved the band and gone out and told others.  And never forget that the Bartenders and Waitresses are people, too!  People who love music! People who might spread the word!  Great Performances must become Habit Forming, and nothing else is acceptable!

Are you ready and prepared to deliver a Great Show? Were you ready early in the day, or did you wait until the last minute to get everything together?  Nothing like that rushed feeling for setting you up for a rotten mood. Be prepared early so that you’re relaxed and ready to give it your all!

How tight is your set?  Does it move right along without your musicians just standing around? People have a verrrry short attention span nowadays, and there can be no delays trying to figure out which song to do next, checking to see if everyone’s ready, or whatever.

Your mind should be totally on your audience, not yourself, and you should be expressing how you feel, communicating with them through your body, mind and soul.

And besides treating your fans to a great performance, you should treat your fans really nicely before and after the show.  And, not only your fans, but also the Venues, Promoters and their staffs. If you treat them really well, wouldn’t that make them want to treat you very well, also? And want to have you back again?!

The way you act at every event creates good or bad “PR”. PR stands for “Public Relations”, which is not the same as Promotion.  Promotion is hitting someone over the head with flyers, ads and the like, and Public Relations is how you spread your name every day of your life by the simple, normal means of being yourself. 

Attention Venues [and Promoters]:  The Venues are just as responsible for a successful event as the Artists!  Besides being known for the quality of the acts you book, you, the venues and promoters, too often depend on the Bands and their Management and/or Street Teams to handle all the promotion, etc.  You should put just as much into pushing the Event and should be just as well prepared as you expect the Artists to be.

And how do you treat your Artists, let alone your customers and your own staff? Are your Bartenders and Waitresses friendly, sociable and “up”? Is your staff ready for, and looking forward to a fun night ahead – instead of just going through the motions? Do you have a Venue that your staff feels is worth talking about to their family and friends? There’s that “word-of-mouth” again.

Note: Security/Bouncers should also have the same fun and friendly demeanor, with the only exception being if and when may have to “switch hats” when needed to keep the atmosphere, safe. Ambience, “vibe”, the “feel” of the club, call it what you wish, is reflected by all the people working there, and this will help determine if all your visitors feel comfortable or not. Just doing print or internet ads doesn’t create a great Vibe – happy, sociable employees create a great vibe and make your Venue a fun place to be.

Also, most venues do little to spruce up the “room atmosphere”, when a great décor, specials on drinks, special finger food, special whatever will also really help you bring more paying people in.  It benefits you as well, having your place be the Venue to hang out over all the other places.

To sum up it all up, when all the Venues, Promoters, Artists, Managers and Street Teams treat Every show like an EVENT, you all will then have done your part in creating “A Music Scene.” The “In Thing” to do which will help all the Artists be seen and become successful, which will at the same time help the Venues be seen and become successful, which will likewise make the fans come out of the closet and want to become part of this scene, because they know they will be entertained. Entertained with the help of the Universal Language…  Music.

David J. Spangenberg

[Professor Pooch]

Music Biz Guidance

Education & Direction

Music Contract Services

 www.professorpooch.com

Email: Pooch@professorpooch.com

• July 22, 2010 -- Unsigned Acts and Drawing Fans, A Commentary by Professor Pooch
• September 6, 2010 -- The New Paradigm?
• August 25, 2010 -- Oath Of The Indie Musician
• August 23, 2010 -- Unsigned Acts and Drawing Fans – Part 3
• July 30, 2010 -- Unsigned Acts and Drawing Fans – Part 2

• Labels control careers. As an indie, you have total control over your career.
• There are no unreasonable limitations
• There are more income opportunities from recording music
• There are numerous income streams from songwriting
• You have unlimited co-writing opportunities
• Your global reach is unprecedented
• More venues are used to artists booking themselves
• It can be inexpensive to record songs, an EP or a CD
• You have direct access to talent buyers worldwide
• You have access to amazing marketing tools
• Indie music is accepted as an alternative to major label music
• You can start your own record label
• You have the ability to organize and mobilize a team
• You can manage your fan base in ways unheard of just 5 years ago
• ‘Trade secrets’ about the music industry are now common knowledge
• ou have access to experts and expert advice on every aspect of the industry
• You can control your radio promotion
• You are control of your business. You are the CEO
• You control your merchandise and merchandise sales
• Being a musician is quickly becoming a more legitimate career path

Each of these topics are broken down in more detail.  Read the original article at http://indieconnectmagazine.com/taking-advantage-of-the-benefits-of-being-an-indie-artist/

• July 30, 2010 -- Unsigned Acts and Drawing Fans – Part 2
• June 24, 2010 -- Industry Profile: Google Voice
• May 20, 2010 -- Get Your Music Into The Right Hands
• April 22, 2010 -- FYI Update
• October 27, 2009 -- Ariel Hyatt’s ‘Indie Maximum Exposure List’

According to WikiPedia, the word paradigm, pronounced /ˈpɛrədaɪm/, refers to a dynamic field or world of concepts —such that it represents a union between intelligent inquiry and some particular kind of world view.

Huh? F#cking $10 college word!

OK, let me get to my point. There is no “The” New Paradigm for the music industry! Forget the “The” part.  From here on out, there will be only paradigms, multiple concepts developed by multiple music artists to fit their own needs. Bottom line – what works for me, may not work for you!

Good luck finding The New Paradigm. Some way or another, it’s already been done. We just have to open our eyes. Wicked D is right in saying, “Old school is the new black.”

About the author
The MusicBizNinja lurks in the shadows of the the Music Biz. Watching, waiting – Striking out against the old guard whenever the opportunity arises!

• September 8, 2010 -- Unsigned Acts and Drawing Fans – Part 4
• August 15, 2010 -- The Official Wicked D Website
• July 22, 2010 -- Unsigned Acts and Drawing Fans, A Commentary by Professor Pooch
• July 14, 2010 -- Direct To Band?
• July 12, 2010 -- The Music Industry – Who’s Getting Paid And How Much?

Yep, I like this post from Bob Baker. One of the best in quite  awhile!

Bob claims, “To be effective in today’s noisy world, you can’t be lazy when it comes to marketing your music. You have to stretch your thinking and your methods. You must break old paradigms and shatter trusted formulas.  You must become a marketing ninja!”

He goes on to point out 3 ways to do this are to:

1. Reconsider all of your marketing tactics.
2. Think in terms of opposites.
3. Redefine your small-scale, independent status.

Tips adapted from Bob’s book, Guerrilla Music Marketing, Encore Edition.

For an in depth explanation, read the entire article at http://music-promotion-blog.blogspot.com/2010/09/3-ways-to-become-music-marketing-ninja.html

• August 2, 2010 -- Power To The People (and you thought D2F was a new concept)

By the way, when my band released their third album for free last year, we managed to sell an equal number of physical CDs as we did the prior album when it finally hit shelves. Not a spectacular result, but an interesting one.
More importantly, we’ve seen a groundswell in our fanbase and now get paid more for playing gigs and sell more merchandise than before. On the balance I think we won out, because we gave people what they wanted; a quality album and a bit of credit.

This is actually part of an open letter directed toward U2 manager, Paul McGuinness. Please read the entire letter at http://gamabomb.blogspot.com/2010/08/open-letter-to-and-about-paul.html

• July 22, 2010 -- Unsigned Acts and Drawing Fans, A Commentary by Professor Pooch
• November 1, 2009 -- Niche Marketing For Musicians
• June 17, 2010 -- YouTube – Free Video Editing Tool
• April 1, 2010 -- How to Make it in the Music Industry | Hollywood Music Magazine
• June 29, 2010 -- How to Make Great Music Industry Contacts

Oath Of The Indie Musician

I am an indie musician, this is my livelihood.
I have developed a concrete plan with specific goals and dates.
My skills are honed, my mind is open.
Self assessment, investment, and promotion are mandatory.
I am my own niche, rising above generic clutter.
Writing, recording, and performing require detailed critique.
Fellow artists are my colleagues.
My fans are my life’s blood.
I am actively involved in my community.
I am surrounded by good people.
My network was built by helping others.
I am an indie musician.

Oath Of The Indie Musician by Wicked D is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 United States License.

• September 8, 2010 -- Unsigned Acts and Drawing Fans – Part 4
• July 15, 2010 -- Industry Profile: NuMuBu
• July 15, 2010 -- Outsource These 5 Things Now And Focus On Your Music
• July 8, 2010 -- Merge.fm Lets Fans & Musicians Share Music’s Creative Experience!
• January 21, 2010 -- Oath Of The Indie Musician

A Commentary, by Professor Pooch

(C) 2008-2010 David J. Spangenberg

Part 3
Now, “Promotion” is the most obvious step that comes next in most people’s minds.  Artists promoting themselves, telling their fans and potential fans that they’re playing at this venue or that venue.

But my question to you is, “What is it you’re actually promoting?” That is, when you’re promoting yourself, what will be your potential fans perception of what you’re promoting?  Will you just be one more “amateur artist” playing somewhere?

Let’s step back to that Big Picture we discussed earlier and take it a few steps further. What is the perception that your still-in-the-closet-potential-fans will be expecting that will make them want to come out to see you?

“Well, we’re playing at so & so’s club or bar or venue.”  In other words, “Come out to our gig”.
Let’s face reality, if people have never heard of you, why should they come out to see you?  What are you offering them that a thousand other unknowns can’t [or don't] offer? Let’s face it, if you perceive your appearance as “just a gig”, what do you expect your potential audience to see it as!

It’s useless spending lots of time, energy and money promoting something if people’s preconceived perception will be, “Oh, why should I go there, never heard of them, no one’s talking about them, so they must be boring, a waste of time – forget it.”

My point: When you go out to see a favorite star performer in the big arenas, are you going to their “gig”? Or, are you going to, what is perceived to be a “Can’t-Miss EVENT???

Now, it  is up to the Artist, for one, to make it appear as one! And to appear as one, it should BE one. And it CAN be one, WHEN the Artists perceive it as one!

Every performance at every venue should be thought of, and looked at as an EVENT, a SHOW, a SPECIAL OCCASION, an EXPERIENCE, an important reason for people to leave their house, put gas in their car, pay the cover charge, etc., and come see you.

You must start thinking of your performances as if you were performing at a scaled down arena show. You have to take those “extra steps” ensuring people that your performance and your “show” are special, and that you’re not just another band getting up in front of a microphone and playing and singing.  Lots of people can get up there and sing and play, but most of those Artists who will get nowhere in today’s society.

Unless you’ve been in a cave over the last few years, you’ve noticed that this is a Visual Society, inundated with multimedia that is competing with your band – and people often don’t have to leave their houses anymore to be entertained.

“Hey man, I’m a serious Artist.  I’m not selling out for no one!”. Hey man, yourself, I’m not asking you to give up any integrity! I’m just asking you to come ALIVE! I’m not asking you to be anyone but yourself.  I’m just asking you to look at this performance as a fun and rewarding event.  And if you don’t see it as one, how do you expect anyone else to think it’s one?

All you need to do is wake up, make a slight attitude adjustment, and take whatever extra steps that you can conceive of and can afford that fits your image and makes your show stand out.
Now, it is not up to just the Artists to make your shows stand out…

Hey, Artists’ Managers, street teams, representatives of every sort: What are YOU doing to help?  Are you looking at each performance as a special one, and are you being just as creative on the biz and promotion end as your artists are on their music end? And are you making sure the Venues are on the ball?

Hey, Venues: What are YOU doing to make people’s perception be that you’re the “In Place” to go to be entertained?  And, are you being just as creative on the biz and promotion and public relation’s end as the Artists are [or should be] on their music end.

To sum it up, the Artists, Managers and Venues must work together to create this perception: an event that people will be coming to that will be extra special.

But we’re wasting a lot of time here unless everyone involved understands and takes the steps to ensure that everyone’s perception doesn’t become just another let-down. You can’t, and shouldn’t even try to fool your audience. You actually have to make this event be not just another event, but an event to be remembered!  And, you CAN!

Stay tuned for Part 4…

David J. Spangenberg
[Professor Pooch]
Music Biz Guidance
Education & Direction
Music Contract Services

www.professorpooch.com
Your Music Business
Resource Center

Email: Pooch@professorpooch.com

• July 30, 2010 -- Unsigned Acts and Drawing Fans – Part 2
• July 22, 2010 -- Unsigned Acts and Drawing Fans, A Commentary by Professor Pooch
• September 8, 2010 -- Unsigned Acts and Drawing Fans – Part 4
• July 14, 2010 -- Direct To Band?
• July 14, 2010 -- The Art of Accepting Success

• Recording advance: $15,000
• Tour support: $2,100
• Mastering costs: $934.96
• Marketing: $13,433.23
• Advertising: $2,067.50
• Publicity: $5,153.34
• Manufacturing: $16,581.04
• Artwork / photos: $200
• Misc: $587.71

• Total: $56,057.78

Read an overview of each line item in a little more detail at Indie Record Label Economics!

• July 14, 2010 -- The Art of Accepting Success
• March 30, 2010 -- MySpace Launches Band Support Blog Page
• August 2, 2010 -- Power To The People (and you thought D2F was a new concept)
• April 1, 2010 -- How to Make it in the Music Industry | Hollywood Music Magazine
• May 20, 2010 -- Get Your Music Into The Right Hands

1. Cultivate Initial Direct-To-Fan Relationships And Social Media Attention
2. Successfully Crowdfund a Project
3. Regularly Draw 200+ At Live Performances Inside And Outside Of Your Home Market
4. Co-Brand with Mid-Level Corporate Tour Sponsorship
5. Major Co-Branding and Venture Capital Investment and Collective Brand Marketing

Read the complete article at http://www.musicdish.com/mag/?id=12710 for a more in depth look at each of the steps!

• September 8, 2010 -- Unsigned Acts and Drawing Fans – Part 4
• August 23, 2010 -- Unsigned Acts and Drawing Fans – Part 3
• July 30, 2010 -- Unsigned Acts and Drawing Fans – Part 2
• July 22, 2010 -- Unsigned Acts and Drawing Fans, A Commentary by Professor Pooch
• July 15, 2010 -- Industry Profile: NuMuBu

I figured it was about time to set up a true base of operations for Wicked D’s Network.  The truth of the matter is I’ve been scattered all over the web for the last several years.  It’s now time to pull it all together.

Click the disturbingly, sexy image below to enter The Official WICKED D dot com!

• September 6, 2010 -- The New Paradigm?