Do-it-yourself: There are more ways to the top than one
by admin on Oct.13, 2009, under Musicians
I remember seeing a Seinfeld episode where Kramer – who was always full of brilliant ideas – decided that he wanted to open a make-your-own-pizza restaurant. When he unveils his concept to Jerry, the look on Jerry’s face is one of awe. He says something to Kramer like, ‘the reason why people get pizza is because there is no work involved. They just order it, and pick it up. Nobody wants to make their own pizza.’
It’s true no one wants to make their own pizza. For a quick lunch, you buy a slice of pizza. For a casual dinner out, you have pizza. For an easy dinner at home, you order pizza.
And yet, more and more for artists the do-it-yourself (DIY) model is touted as the way to go. At the Future of Music Conference this week, there was a fascinating panel dedicated to this topic, among others. I can see why DIY in its most raw form would be appealing to so many people. You have complete control over expression, packaging, marketing, and audience interaction. Musician Erin McKeown, is an avid fan and user of this model. She has produced and reached her fan base with her DIY music videos.
But some artists don’t want to take the time or energy to do all the work themselves. Emily White of Whitesmith Entertainment works with those artists who want to do it themselves, but realize they need help in some areas of promotion or artistic development. Artists come to her with ideas; she helps them figure out exactly what they need, and how she can help them get to where they want to be. This approach may not be for all artists. But for those artists that want to focus more on their artistic creation than marketing, companies like this might be helpful.
Bertis Downs, longtime adviser to R.E.M., talked about the band’s DIY approach. If you know R.E.M. you might be wondering how that famous, money-making band, that has a label, uses DIY. Well, Bertis made it clear that it’s not about label versus no label or money versus no money, but it’s about the approach the band takes to reaching and connecting with its fan base. R.E.M. is always seeking out new models that it can use to promote its music.
Sometimes, it seems, there might be too many choices. But, when trying to weigh your options, keep these few things in mind:
1. Don’t get caught up in the hype. There are many ways to promote yourself, and you have the choice to go DIY or work with a marketing firm or sign with a label. Any one way, or many ways, that gets your work out there and stays true to your core values as an artist is a good way.
2. Sift through the noise. DIY used to be the way for the super genius, the outcast, or the underground. Now it’s the way for most everyone. Because of this, there is a lot more noise in the marketplace. Figure out what noise you need to sift through, and partner with those who can help you do that.
3. Selling doesn’t mean selling-out. Shepard Fairey discussed recently the benefits he has derived from straddling both sides of the fence: the underground and the mainstream. It’s not one versus the other, as many artists think. Just because you make it big in one market doesn’t mean you can’t play in another market. You’ve only sold out if you think you have.
4. Be flexible. Know your long term goal and define paths to get there, but don’t ignore new options. Technology and the marketplace are constantly changing. A strategy that works today may not be the best strategy tomorrow.
5. You define your own success. When will you feel like you’ve become a successful artist? If you sell one album or painting, or if you can live solely off the revenue from your creative energies? Remember that what is successful for one artist is not necessarily the same level of success for another. You make that decision for yourself as to where your success lies.
So, a DIY pizza restaurant may not be the best idea for pizza entrepreneurs. But for an artist entrepreneur, the options are endless.
