Getting Attention as an Indie Artist – A Case Study with Alyssa Jacey

Just be yourself because everyone else is taken. Isn't that how the expression goes? At a time when there's such a copycat reaction as soon as something starts trending, it's tough to remember that we're all unique and don't have to just be a bunch of sheep.

In the indie music world, one of the big challenges, after all, is how do I get noticed. You can jump up and down and/or do cartwheels and engage in some real lunacy, but it's not about being a novelty act.  It's about doing what you do well and then treating it like a business. But that's easier said than done, right?

I recently spoke with my friend Alyssa Jacey, a Nashville-based, multi-genre recording artist who always gets my attention because she's talented, has a great business sense, is motivated, is just a whole lot of joy to be around, and sure, her great looks don't hurt. But once again, she's doing things that are getting people's attention and, more importantly, driving those people to her business – her original music.

Not only has Alyssa (the guest on Episode 52 and Episode 2 of my weekly "Now Hear This Entertainment" podcast) gotten almost a steady gig, if you will, as the only artist in the world to have sung up and down the aisles and over the p.a. on 22 (and counting) Southwest Airlines flights, but, now she's back to doing what she did weekly from 2013-2015 – well before the pandemic struck and online concerts became a “thing” – booking herself into weekly livestreams; two per day, mind you, and (wait for it) letting people know that the admission fee to watch is “pay what you can.”  In an industry where everyone wants to get rich overnight, she is showing that if you invest in creating relationships as you build your fan base, the financial returns will come over time -- not with one home run.

In fact, she has built a worldwide fan base, telling me during our recent conversation that she picked the times for her two livestreams each Wednesday based on time zones that will allow for viewing from people specifically in Hawaii, San Diego, Nashville, Sweden and Ireland, among other locales where she knows people will log on to watch her from. (Disclaimer: Since she’s only on her third week of testing the waters to see if the day and times work, she noted that it might change next year, but that for at least the rest of 2021 you can ‘pay what you can’ to catch a live, online show every Wednesday at 1pm and 8pm CST.)

But there's another strategy she's employing that's truly unique as well.  It bears repeating that it does not entail her dressing up in a crazy costume and being ridiculous on a social media platform.

In fact, she's pulling down "Alyssa Jacey LIVE!" (her ninth album to-date) from all streaming platforms as of one week from today (on November 1st) so as to encourage sales of (just) the physical CD.  She told me that she purposely only printed a limited amount, which makes any CD of hers that you buy a little more special.  But, more specifically, that that particular album captures the essence of her live shows so well.  And, only the physical CD has the elements that give the sense for the complete show (in-between songs banter, etc.), whereas the version on digital retail platforms has just the songs themselves.

And guess what?  Once people buy and hear those CDs, I believe, and her long time ‘Blue Crew’ fans know to be true, they'll fall in love with what they hear and will then want to go see her live!  Brilliant.

It's worth noting here that her live shows are also special because of the charitable element she employs in that for every audience member who shows up to “Bring the crew and wear your blue” (which means, wear your favorite shade of blue), she’ll donate portions of ticket and merch sales to the Alzheimer's Association, a continued tribute to her grandmother.

So, while TikTok is the hot thing and Instagram is important and everyone likes to watch a good music video on YouTube, as cliched as it sounds, you do have to think outside the box and not follow the trends.  Choose what's best for your career -- being predictable or gaining the attention and respect of a fan base that will continue to grow as you wow them with one impressive initiative after another.

Award-winning singer, songwriter, multi-instrumentalist Alyssa Jacey is also a professional dancer/choreographer.  She’s also known for being a motivational speaker and TV host and has even done some acting and modeling. Plus, she recently re-branded her nearly nine-year artist development agency and re-launched it as an inspirational career coaching company called I Am Unashamedly Me, which helps people of all ages and professions (not just artists).  She says, "My purpose on this earth is to inspire people. Whether it’s through my story of how I started and how things unfolded, through the lyrics in my songs, conversations with fans, or IAUM, I know my purpose is to inspire.”