{"id":589,"date":"2006-11-10T09:22:18","date_gmt":"2006-11-10T17:22:18","guid":{"rendered":"http:\/\/lefsetz.com\/wordpress\/index.php\/archives\/2006\/11\/10\/instructions\/"},"modified":"2006-11-10T09:22:18","modified_gmt":"2006-11-10T17:22:18","slug":"instructions","status":"publish","type":"post","link":"https:\/\/lefsetz.com\/wordpress\/2006\/11\/10\/instructions\/","title":{"rendered":"Instructions"},"content":{"rendered":"

1. Endorsements<\/strong><\/p>\n

They put money in your pocket, but they shorten your career.\u00c2\u00a0 Anybody who tells you otherwise is just taking a percentage.<\/p>\n

In order to have a lengthy career, people need to believe in you.\u00c2\u00a0 And what they believe in most is your music.\u00c2\u00a0 Which hopefully comes straight from your soul.\u00c2\u00a0 Show your soul to be compromised, show yourself to be expedient, and the public no longer needs you.<\/p>\n

2. Singles<\/strong><\/p>\n

Either write them or don’t sign to the major label.<\/p>\n

The major labels employ a formula.\u00c2\u00a0 Get exposure and see if something sells.\u00c2\u00a0 The only way they can get exposure on an unknown act is the TRACK!\u00c2\u00a0 Something that can be aired on Top Forty radio.<\/p>\n

DON’T fall for the hype that they’ll get you synched to some TV show.\u00c2\u00a0 That just isn’t enough to break you.\u00c2\u00a0 Furthermore, your image is tarnished by the association with said show.<\/p>\n

Now if you MAKE music that is single-oriented, that can be aired on Top Forty and licensed out, SIGN WITH THE MAJOR LABEL!\u00c2\u00a0 The doors are closed to almost all other purveyors.\u00c2\u00a0 If for no other reason than none of the others have a steady stream of product around which relationships can be fostered.\u00c2\u00a0 And it’s all about relationships in the barter world.\u00c2\u00a0 Yes, you do something for me, I’ll do something for you.\u00c2\u00a0 And those exchanges involve the exec, not the artist.\u00c2\u00a0 The capital rests with the suit.\u00c2\u00a0 In other words, if you’re in the singles business, you’re a pawn in their game.\u00c2\u00a0 You’ll last about as long as a football in the Super Bowl.\u00c2\u00a0 There are always more acts ready to sell their souls for a rise to the top.<\/p>\n

3. Time To Make It<\/strong><\/p>\n

If you’re not a ten year overnight success, then you’re probably not any good.\u00c2\u00a0 Talent doesn’t appear fully-developed instantly.\u00c2\u00a0 No, there’s a seed, which must be nurtured.\u00c2\u00a0 The key is to find out who you are.\u00c2\u00a0 And then explore different avenues of expression.\u00c2\u00a0 This process can be shortened by depending on others.\u00c2\u00a0 Songwriters, producers…\u00c2\u00a0 But then you end up with the problem above, no one believes in you.<\/p>\n

4. Let Your Music Do The Talking<\/strong><\/p>\n

PR people are under as much pressure as radio promotion people these days.\u00c2\u00a0 They’ll take a story from almost anyone, and they’ll say you’re god-given.\u00c2\u00a0 The only problem is, you’re not.\u00c2\u00a0 The sell is not in proportion to your talent, never mind your career.\u00c2\u00a0 If you’re not soft-selling in the beginning, you’re turning off your potential core audience.\u00c2\u00a0 Who will break you.<\/p>\n

5. The Long Tail<\/strong><\/p>\n

So everything sells.\u00c2\u00a0 Big fucking deal.\u00c2\u00a0 It’s kind of like blogs.\u00c2\u00a0 Anybody can have one, but only a SLIVER of them get any page views.\u00c2\u00a0 The point of Chris Anderson’s book is if you put it up on the Web, someone will want it.\u00c2\u00a0 Enough to quit your day job?\u00c2\u00a0 Good question.\u00c2\u00a0 Probably not.<\/p>\n

So, if you have a MySpace page.\u00c2\u00a0 And friends.\u00c2\u00a0 And are getting hits.\u00c2\u00a0 WHO GIVES A SHIT!\u00c2\u00a0 Everybody has friends.\u00c2\u00a0 Can you convince those with no loyalty?\u00c2\u00a0 People across the country who don’t know you?<\/p>\n

That depends NOT on your marketing techniques, but your talent.<\/p>\n

6. Sound<\/strong><\/p>\n

If you want a brief career, fall into a genre.\u00c2\u00a0 You’re just another in a long line.<\/p>\n

But if you have YOUR OWN sound, then your cadre of believers will be even more loyal, will spread the message around even more.<\/p>\n

THIS DOES NOT MEAN IF YOU’RE DIFFERENT YOU’RE GOOD!\u00c2\u00a0 You probably suck.\u00c2\u00a0 But Queen didn’t suck.\u00c2\u00a0 Nor Yes.\u00c2\u00a0 Nor Pink Floyd.\u00c2\u00a0 Each one of these bands didn’t sound like what came before.\u00c2\u00a0 As a result, IT TOOK THEM A LONG TIME TO BREAK!<\/p>\n

Furthermore, each one can still tour today.\u00c2\u00a0 Queen without its lead singer.\u00c2\u00a0 And Pink Floyd as competing solo acts.<\/p>\n

It isn’t about how any of the members look, it’s about the sound.\u00c2\u00a0 Do you have a SOUND?\u00c2\u00a0 If not, I hope you’re cutting singles, because your career is going to be brief.<\/p>\n

7. Managers<\/strong><\/p>\n

Are probably gonna be around longer than you are.\u00c2\u00a0 You’re just a pawn in their game.\u00c2\u00a0 Their loyalty is to the game.\u00c2\u00a0 You’re just fodder, a few bucks at the craps table.<\/p>\n

If you want someone truly interested in you, get a newbie, someone not in the business.\u00c2\u00a0 But if you do, their inexperience might cost you.<\/p>\n

8. Attorneys<\/strong><\/p>\n

Fucked in the new system.\u00c2\u00a0 Fewer record deals for fewer dollars.<\/p>\n

Lawyers may have a code, which they must live by, but they’re also businessmen.\u00c2\u00a0 Their advice is tainted by their need to feed their families, pay for the Mercedes, go on vacation to Maui…\u00c2\u00a0 Be even MORE skeptical of the attorney.\u00c2\u00a0 But, the manager probably will make you sign a deal which will be HELL to get out of.\u00c2\u00a0 So just know, when somebody says they’re on your team, DON’T BELIEVE IT!<\/p>\n

9. The Road<\/strong><\/p>\n

If you don’t cut singles, you must play live, and be very good at it.\u00c2\u00a0 This is DEFINITIVE!\u00c2\u00a0 Don’t tell me you’re the new Steely Dan, not wanting to tour.\u00c2\u00a0 Steely Dan had AOR to do their work for them, there’s no radio format to air edgy, inventive stuff anymore.\u00c2\u00a0 Not one with any traction anyway.\u00c2\u00a0 Stop complaining and start rehearsing.<\/p>\n

Don’t browbeat fans\/potential attendees.\u00c2\u00a0 An e-mail blast is irrelevant unless people WANT IT!\u00c2\u00a0 Make signing up for the list at THE FAN’S option.\u00c2\u00a0 Only send to those who want to know.\u00c2\u00a0 These are the only ones who’ll spread the word.\u00c2\u00a0 These are the ones you must nurture.<\/p>\n

10. Recording<\/strong><\/p>\n

In order for you to break outside the singles system, potential fans must be able to hear your track once, and become enraptured.\u00c2\u00a0 So, the version available must be well-recorded, and well-mixed and mastered.\u00c2\u00a0 Fans will put up with any rendition.\u00c2\u00a0 Someone kicking the tires needs to be helped in.\u00c2\u00a0 PAY for someone to help you make your record better.\u00c2\u00a0 It’s your CALLING CARD!\u00c2\u00a0 Not the graphics on your site.<\/p>\n

11. Video<\/strong><\/p>\n

The golden age of video was about inventiveness.\u00c2\u00a0 If you’re not doing something edgy, it better be performance only, LIVE performance.<\/p>\n

And I’m not talking about MTV.\u00c2\u00a0 Unless you’re a singles artist, NEVER EVER MAKE AN EXPENSIVE VIDEO!\u00c2\u00a0 Not only will it cost you money, it will make you look less credible and shorten your career.<\/p>\n

YouTube is your medium.\u00c2\u00a0 Do something CONCEPTUALLY interesting, a la OK Go.\u00c2\u00a0 It’s not about money spent, but INSPIRATION!<\/p>\n

12. P2P<\/strong><\/p>\n

You know the Chili Peppers song, GIVE IT AWAY!<\/p>\n

And by that I mean MAKE IT AVAILABLE!\u00c2\u00a0 Don’t e-mail it\/send it to anybody who doesn’t want it.<\/p>\n

If you’re in the singles world, you’re beholden to the label’s policy.\u00c2\u00a0 But if you’re on your own, give your music away free on your site, as MP3s at 128 kbps.\u00c2\u00a0 You’re BUILDING!\u00c2\u00a0 You’ve got to know WHEN to charge.\u00c2\u00a0 It’s not about making small bucks today, but BIGGER BUCKS TOMORROW!\u00c2\u00a0 It’s gonna COST you money to go on the road.\u00c2\u00a0 Don’t go unless you can get a lot of people to come.\u00c2\u00a0 And you do this by spreading the music around!<\/p>\n

13. Labels<\/strong><\/p>\n

An indie can’t break your single.\u00c2\u00a0 If you’re a singles artist, don’t sign with an indie.<\/p>\n

14. Money<\/strong><\/p>\n

The less you take, the less you owe.<\/p>\n

It’s kind of like being a politician.\u00c2\u00a0 Take from enough people, and you’re OWNED by them.\u00c2\u00a0 Whether it be the label, the corporation, the…<\/p>\n

Take a van unless you can AFFORD a bus.<\/p>\n

15. Distribution<\/strong><\/p>\n

HK.\u00c2\u00a0 ATO.\u00c2\u00a0 Those fuckers can get paid.\u00c2\u00a0 But the other dude, who says he’s got an indie, and can get your record out there, he’s just trying to build a business on your back.\u00c2\u00a0 To get into stores you must have relationships, and a steady stream of DESIRABLE product.\u00c2\u00a0 That’s NOT the indie with twenty worthless bands.<\/p>\n

If you can really sell tonnage, make the most favorable deal with the real label you can.\u00c2\u00a0 NOW IS NOT THE TIME TO GO TOTALLY INDIE!\u00c2\u00a0 Not while CD sales are still the bulk of revenue.\u00c2\u00a0 Partner with the major for distribution, or the aforementioned HK or ATO.\u00c2\u00a0 Otherwise, you’re pissing in the wind, and I hope you’re making a ton off merchandising.<\/p>\n

16. When To Sign<\/strong><\/p>\n

The English bands have this down.\u00c2\u00a0 They generate heat, and THEN cash in.\u00c2\u00a0 On terms favorable to THEM!\u00c2\u00a0 Don’t worry about instant money.\u00c2\u00a0 If you can create a story, you can get a short term deal and own your masters when it’s done.\u00c2\u00a0 You see majors need the BILLING! But they’re not gonna give you a great deal unless they’re convinced you’re gonna move product, i.e. they NEED YOU!<\/p>\n

17. Be Good<\/strong><\/p>\n

Sure, the Ramones capitalized on minimalism.\u00c2\u00a0 But that was a different era.<\/p>\n

In an age when people don’t expect it to be real, when they figure you’re act’s going to be on hard drive, to be able to knock it out of the park by yourself gives you GIGANTIC CRED!<\/p>\n

And cred is the building block of long term success.<\/p>\n

<\/p>","protected":false},"excerpt":{"rendered":"

1. Endorsements They put money in your pocket, but they shorten your career.\u00c2\u00a0 Anybody who tells you otherwise is just taking a percentage. In order to have a lengthy career, people need to believe in you.\u00c2\u00a0 And what they believe in most is your music.\u00c2\u00a0 Which hopefully comes straight from your soul.\u00c2\u00a0 Show your soul […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[2],"tags":[],"class_list":["post-589","post","type-post","status-publish","format-standard","hentry","category-music-business"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p96vPs-9v","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/posts\/589","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/comments?post=589"}],"version-history":[{"count":0,"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/posts\/589\/revisions"}],"wp:attachment":[{"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/media?parent=589"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/categories?post=589"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/tags?post=589"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}