[This article was written by Dave Kusek, founder of the New Artist Model, an online music business school for independent musicians, performers, recording artists, producers, managers, and songwriters. He is also the founder of Berklee Online, co-author of The Future of Music book, and a member of the team who brought midi to the market.]
In the music industry, musicians create music in isolation and then release it to the public. They spend weeks or months writing, rehearsing, recording, mixing and mastering. After all that work and effort up front, you don’t know how well the album will perform until after the fact – after you invested all that time and money into the music. The sales data starts rolling in and then you find out if it was all worth it.
If you look at it this way, the music industry really seems like a grand game of dice. It’s really an exercise in hope marketing. There’s no testing and no feedback during the creation process and in the end, artists spend their entire career on hoping people will like their music. Of course, labels have a pretty good idea what the audience wants, but even major label artists have flop albums.
Today, musicians don’t need to be stuck in this model. The internet pretty much gives you a direct connection to your fans and access to a huge community of music listeners. You can get feedback pretty much instantaneously online and I’m going to run down some strategies to do so in this article. Read more »