If you haven’t learned of Clay Shirky yet, get on board. He’s a top-notch thinker focused on the internet and its implications… not necessarily on the music business space but often times his words are applicable. I stumbled upon a great post he wrote about the collapse of complex industries. Though his thoughts were directed toward the TV industry, you could easily replace TV with Record Label(s).

“When ecosystems change and inflexible institutions collapse, their members disperse, abandoning old beliefs, trying new things, making their living in different ways than they used to. It’s easy to see the ways in which collapse to simplicity wrecks the glories of old. But there is one compensating advantage for the people who escape the old system: when the ecosystem stops rewarding complexity, it is the people who figure out how to work simply in the present, rather than the people who mastered the complexities of the past, who get to say what happens in the future.” – Clay Shirky

Listen, managers of the world… the place in which we now find ourselves might not be as sexy or flashy as it was 10 years ago. The big advances from labels are mostly gone and all of the infrastructure they provided is out too. But there is a new model rising from the ashes and the artists are truly at the center for once.

This interview of Jason Mraz captures many concepts and sentiments that we talk about every day here in The Artist Farm office. His words, perhaps, will hit home a bit more directly with you since they come directly from the artist’s mouth. Below the video are my two favorite quotes from the piece. So eloquent, so true.

“10 years ago I thought I can’t wait to sign up to something… so they can tell me what to do, and give me a bus, and give me a tour so i can sing and realized… that doesn’t happen. They’re waiting for you to say ‘this is what I’m going to do and this is how I’m going to do it and this is who I’m bringing along’. The minute you say that everyone is like “Yeah, Let’s Go!”"

“All I got to do is close my eyes and listen to what’s coming in, man. People are already singing the songs… that I haven’t written yet. And that’s pretty cool.”

It doesn't have to be like this! (Image by bonkedproducer)

Yes, I know it sounds terrible. The door-to-door salesman in the polyester suit trying to sell you a vacuum cleaner you don’t want. But wait, there’s more!

In this business though, in any business really, you must know that you are a sales person. Each and every one of you. We are all selling every day. “Sales” tends to have a negative connotation when speaking of art but if you simply reframe it as the process of spreading the word (describing the value) about your music then it won’t feel like sales at all.

Your live show is either selling people or it isn’t and if you want your business to grow then you want it to sell people. They need to walk away saying “you know that’s the best darn (vacuum cleaner) I’ve ever seen!” How you interact with the fans – that’s sales too. If you’re a jerk to them you’ve probably lost a sale (unless that’s your shtick). Being able to succinctly describe your band to anyone on the street with the hopes of convincing them to come see your show? Sales.

In all of these cases you are helping the potential customer see the value in what you offer. You are also building up a level of trust with each customer/fan.

This same mentality is required when meeting with business people, not just fans. This is where I see many bands stumble. Many bands are fearful or uncertain as to how to approach a booking agent, another band, a venue, or a promoter. This is where the little voice inside the head says “you’re not good enough” or “you have nothing to offer them.” Fact is, if you want to grow your business to the point that you can bring on partners (agent, manager, label), then you need to get over this hump. In this case I’d recommend making a list of all the things you can offer in each scenario. See in your own work what value you are bringing to the table. Reframe your position and see how you can offer them an opportunity, a chance to be a part of something that matters, rather than coming at it from the “can you help me” perspective.

Be strong, be confident, know your value and display that value. Everything you’re doing to grow the band is sales so commit to becoming a great sales person. In the worst case you can always sell vacuums if the music career doesn’t work! I’m guessing you won’t want to do that though so you better get selling!