How Relevant Is Your Music?

So here we are in 2012, and i find myself asking,” What makes music popular today?” I hardly think I am the only one asking this question, and for all of you who tell me that their not interested in making money, i say that your not really a serious musician. 

Think about it: would you turn down a paying gig? If your music happened to sell in mass quantities, would you return that money? I think not.

Should I Diversify?

So the question is: How do I appeal to as many fans as possible without sacrificing my artistic intergrity? We all have our genre’s we favor and we may believe that we are best suited to only one crowd but is that really so? Think about how diverse your music collection is - chances are, your audience also has diverse tastes. If you only listen to one style, you need to diversify your influences and your musical style because your close-mindedness is hurting you and your music. 

To illustrate: My most successful group was an outfit called Fisher Street , we were a blend of pop, songwriter, funk, and soul and we played $500 - $1,000 gigs. Our first tour, we brought home money instead of losing money, like most outfits do. No, we didn’t get famous, but we were a successful band. So I say blend diverse influences if you really want to be successful.

For example, take a look at Chicago artist ZZ Ward. She blends  pop, drum loops, electronic and synth music with the blues. How many different genera’s do you think this music appeals to? Chances are more than simply a blues crowd and while she may not be huge now, I suspect this artist will be an emerging force. She is a good example of how to embrace new styles and stay true to your roots.

 The DJ Control Alter Delete is  blending Metal with Dubstep and creating yet another new genre that can apparel to at least two genres. With the emerging popularity of Dubstep, I believe there will be a huge market for these kinds of artists and provide ample crowds willing to listen to something new. 

Lupe Fiasco is another terrific example of an artist bridging genres by meshing hip hop with infectious electronic and synth melodies. He touches on deep subjects and doesn't fall on old gimmicks to get his message across, he has an authenticity that relates to the modern generation.

Where Are My Fans?

Consider what the elements are in the music that you love and how you can blend them with different styles to find a new audience.  If you are a purist, you will have a huge problem with this idea and you can stick to undersold venues here in the States. An argument can be made for traveling to Europe, where they still love the older styles and will pay for American bands and perhaps i will follow up with this in another post.

Now why am i focusing on fusing your style with electronic music? Because that is where all the traffic is going and what is booming right now. Remember, we are in the electronic generation and the Millennials are tuned in to music made with computers. He who has the technological advantage wins in this game. 

What? You think that is selling out? What about Rammstien? I believe Rage Against The Machine did the same thing in their day and everyone applauded them for it. In fact, they have become one of the most influential artists of any generation, as well as the most overlooked crossbreed metal band, Faith No More, who have influenced virtually all of the Nu Metal that came out in the early 2000’s.

 Besides, we are all looking to make money from our talent right? Again, if your not, then your not even in the game.

Be Original

Now im not suggesting that you have to go electronic. Some of the biggest emerging bands today are fused with folk, like Mumford & Sons, and Florence + The Machine but keep in mind, their music is broad in scope and has an epic quality that is not found in traditional folk music so again, they are fusing different styles together to make something new that speaks to a new generation. 

One of my friends in the music industry, Gino Matteo, is another artist I admire and he has graced the stage with legendary artists like BB King and has performed at music festivals across the country. Why? Well first off, he is insanely talented, but second, he is not afraid to break away from his comfort zone and try new ideas. While he is not really entering electronic music  as of yet, he is fusing multiple styles and reaching a broader audience. He is diversified and reaches a broader spectrum for it.

Speak To Your Fans

An artist must speak to what is important in the current era and have both depth and intelligence. Acts like Brittany Spears and Katy Perry come and go but they will never last long because they have nothing new to offer and their is no depth to their music. Unless your re saying something that speaks to the soul of your listeners, you will fade away.

Online Marketing is one of the most important factors in success these days. Most successful acts today became sop because of aggressive online marketing strategies

Why it works is constantly re-evaluated but there are several key factors. One is that by maintaining direct contact with your fans, you builds a relationship with them and thus, their loyalty.

 Its as easy as sharing you content with them on a regular basis and communicating with them. Offering valuable and tangible media like a free song, access to videos, and so forth. Skrillex offered his first album for free for a limited time on his website and it took off- granted, he is exceptionally talented, but it was an extremely powerful marketing campaign.

Dont Fool Yourself

Of course, you must not delude yourself. If you are trying any of these strategies and just aren't getting a response, you may have to face the reality that you suck. In fact, a complete lack of response is a good indicator that you may not be as good as you think you are. Don’t worry, there are other ways to fulfill your musical aspirations ( like blogging ). Maybe you could be a producer or a manager?

No matter what you are doing, without a consistent effort to reach new markets, new musical heights, and new venus, you wont amount to much beyond what you are now. The reality is that new audiences aren't looking for another Stevie Ray Vaughn wanna be and that may be all you want, but if you have big dreams, you need to be bold and try new avenues of expression.

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