In the music business there is an ongoing struggle to get fans to purchase downloads, if not CDs (remember those things?), instead of just streaming songs on platforms that pay only a fraction of a penny to the artist each time a listener clicks Play. This is nothing new and it’s a battle that indie artists fight constantly.
In the work that I do with artists I have also watched over the years as pay has shrunk for performers who get gigs at bars and restaurants because the brand new, not-yet-established guys and gals are willing to play for a bar tab and tips. It’s disheartening to see because it drives down the value of the talented folks who already weren’t being paid enough before that happened.
It has been well documented, of course, that at the peak of the pandemic last year, indie artists who relied on live shows were really (really) struggling. Not being able to go out and perform live hurt them greatly. That along with the merch that they sell at their live shows is the primary way that they count on making money. And, logically, if they can’t earn then it makes it really quite difficult to pay their bills. All of a sudden, keeping the lights on, making rent each month, paying the cell phone bill, and, oh yeah, buying food became a challenge that made getting radio airplay not such a big deal anymore.
For indie artists, their music – be it original songs, covers, or some combination thereof – is their art. There is a clear value to what they create, how they create it, and the time they put into it and the experience built up by those that have been doing it for quite some time.
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So, it surprises me when the same people who are insulted by people not wanting to pay them what they’re worth turn around and try to get professional services for little to no cost – undervaluing someone else’s expertise.
I have long carried the torch for indie performers in the fight against people who want to book them to come perform at an event for free because “it will be great exposure for them.” When I hear those event planners talk about the number of people that will be there and the Facebook posts that will be done, I reply with, “And when your kitchen sink doesn’t work, do you tell the plumber that you can’t pay him but he’ll get great exposure from all the friends you’re going to tell and the social media posts you’re going to do?”
I have been running Now Hear This, Inc. for well over 15 years now. One thing that hasn’t changed is people who contact me because they need help, whether that’s in music, as an author, or they’re an entrepreneur, but they say, “I don’t have any money, though.” I also remember that being told to me in the form of, “I’m asking you to put sweat equity into this.”
I’m thinking here of phrases like ‘double standard,’ or, ‘talking out of both sides of your mouth,’ or, ‘have your cake and eat it too.’
I say all the time in this weekly blog and on the “Now Hear This Entertainment” podcast that you need to treat your career as a business, not a hobby. That requires getting professionals involved such as an accountant, a recording studio, a printer (for your business cards, flyers, banners), and yes, a manager/publicist. We are all folks who you pay for our time and talent. You should already know that song, though. The door has to swing both ways.
Let me hear your response to the above. Tweet your thoughts to me on Twitter via @NHT_tweets. Or, post on Facebook or LinkedIn. Alternatively, write to me via email instead. And remember, I’m available for private, one-on-one video consultations to help you deal with the challenges in your career.