How to Make It in the New Music Business

How to Make It in the New Music Business

Practical Tips on Building A Loyal Following and Making A Living as A Musician

Book - 2017
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Forget everything you think you know about the odds of "making it" in the music industry. Today, odds mean nothing and success is not about lucky breaks. It's about conquering social media, mastering the art of merchandising and simply working harder and being smarter than everyone else. We are living in the midst of an industry renaissance, one that has left the record companies desperately struggling to maintain their prominence, as a subculture of dedicated, DIY (do-it-yourself) musicians have taken over. These days talent is a given and success has to be earned.In 2008, Ari Herstand boldly turned in his green Starbucks apron to his manager, determined to make a living off his craft as a singer/songwriter. Almost a decade later, he has become a founding member of the new DIY movement and a self-sustaining musician, all without the help of a major label. Now, drawing from years of experience, Herstand has written the definitive guide for other like-minded artists, the ones who want to forge their own path and not follow the traditional markers of success, like record sales, hits on the radio or the amount of your label advance. Incredibly comprehensive and brutally honest throughout, How to Make It in the New Music Business covers every facet of the "new" business, including how to:Build a grass-roots fan base--and understand the modern fanBook a profitable tour, and tips for playing live, such as opening vs. headlining etiquette, and putting on a memorable showBecome popular on YouTube, Spotify and SoundCloudGet songs placed in film and televisionEarn royalties you didn't know existed and reach your crowdfunding goalsMusicians will not only be introduced to all the tools available today but will be shown how to effectively leverage them to actually make money. More important, they will develop the mindset to be aware of new advancements both online and in the real world and always stay in tune with a constantly evolving landscape.There has never been a better time to be an independent musician. Today, fans can communicate with their idols by simply picking up their phones, artists are able to produce studio-worthy content from their basement and albums are funded not by "record men" but by generous, engaged supporters. As result, How to Make It in the New Music Business is a must-have guide for anyone hoping to navigate the increasingly complex yet advantageous landscape that is the modern music industry.
Publisher: New York, NY: Liveright Publishing Corporation, a division of W.W. Norton & Company, Inc., 2017
Edition: First edition
Copyright Date: ©2017
ISBN: 9781631491504
Branch Call Number: 780.23 H4399H 2017
Characteristics: xviii, 457 pages ; 24 cm


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Mar 11, 2018

A musician myself, I hear a lot of sometimes hard truth in Herstand's reporting on how he's made a living in today's musical world. Now that earning most of one's income from recordings has ceased because of free downloads, he explains how to use social media, local fans, bookers, and club owners, YouTube videos, etc. to sell concert tickets and merch (T-shirts, CD's, art) as one's main source of income. Except for a brief period near the sudden end of the CD's heyday, when certain debasers of the Grand African/American Musical Tradition made obscene profits, recording contracts have historically paid low remuneration to musicians. Record companies did often invest in "artist development"; now, if your first record's not a big hit, you're gone - ("99 out of 100 modern recording contracts don't result in a second album release.")

Therefore, your career is really in your own hands, not some record company's. A.H. wisely points out that even if you do eventually want to go the traditional company route, you'll be in a far better negotiating position if you've already built a successful career and fan base. As Steve Vai (not in this book) says "You can sit and cry that things have changed, or you can realize that, with hard work, musicians now have more power than they've ever had to build and shape their own artistic destinies."

May 06, 2017

By far the best book currently available on the realities and strategies of making a living in the contemporary music industry.


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