The Shark and the Shaman

The Shark and the Shaman

A guest post by Tushar Apte (@harpt).

A few weeks ago I sat in an amazingly slick water facing, high-rise office, which housed one of South-East Asia’s most prestigious advertising agencies. I was in there with the Creative Director hocking my music for some commercials, honestly feeling a bit like a used car salesman, when it suddenly dawned on me.

After 3 years of building my networks, I was selling out…and loving it. More than that, I realized a part of me always wanted to sell out, but I was waiting for people to buy in.

All artists fight a constant battle between the ‘real world’ we have to deal with, and our artistic conscience, which seems to be allergic to money by default setting. But what if we’ve been conceptualizing it incorrectly from the start?

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The Musician’s Achilles Heel – Why Musicians Are Hopeless at Promoting Their Music – Part 3
4 Reasons You Need A Team For Your Independent Release – Part 2

4 Reasons You Need A Team For Your Independent Release – Part 2

No man is an island.

Until recently, the only avenue for musicians to release and distribute music has been with the backing of a major label.

Today anyone with a bit of nous can self-release a record – only the mechanics of how to go about independently doing so tends to leave most musicians feeling lonelier than the ‘52-Hertz whale’ during mating season.

This is because many bands readily subscribe to one of the biggest myths the music industry has long-perpetuated …. that the process of self-releasing an album actually means going it alone.

The truth is that it is not possible to release an album under your own steam.

It takes an entire team.

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Be the Flame, Not the Moth! How to Make the A&Rs Come to You – Part 1

Be the Flame, Not the Moth! How to Make the A&Rs Come to You – Part 1

It’s not easy landing a record deal.

It’s labour-intensive, time-consuming and the results of your efforts are either hard-won or entirely fruitless.

Most record deals made with major labels or big indies are achieved because a band has established itself as a demonstrated and marketable brand.

The only real obstacle to your success, then, is convincing a label of your true value.

 

How to make the A&Rs pursue you

Start by inverting the way you regard the music industry.

First and foremost the industry is a business.  A little-known fact is that getting signed to a label is less about the luck-of-the-draw and more about what active steps you’re taking to minimise the way you’re perceived as a potential financial risk.

Establish yourself as an investment with the capacity to yield high returns and you will quickly experience a marked shift in the way labels see you.

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