Sink or Swim

     Over the last two years I have met with or consulted nearly five hundred artists, associated managers, and a dozen or so independent labels. Beyond issues related to touring, shopping for specific licensing, and building strong fan bases in foreign territories, the question and concern most often asked and addressed is what type of return in revenue can one expect in terms of sales versus marketing dollars. Some truly believe they can make it by passing out CDs and doing a few shows. While historically we have always seen one hit wonders, and the occasioned artist or group that literally explodes over night without much help, the true answer is that your sales level (given a quality commercial product) will definitely depend on the size of your budget, as well as the connections you have in the industry to properly make use of that budget. If you have no budget, you have no chance. 

     People have been really excited about digital distribution, the wide array of providers in this sector, and the ease of which they function, and they should be, at least you have bought a chance. But this is the same as the lottery without an effective plan ready to be put in place and a proper budget with which to make it all happen. As stated by Thomas Jefferson and many others, "The lottery is a tax on the ignorant…" and this is also true in the example of distributing widely around the world with no budget to market to anyone outside of your email list, local bars, and Facebook. I found a quick list of free and cheap for those on a small budget here.

     The explosion of thousands of niche sub-genres had a ripple effect on the music business as well, this took each sub-genre that found any success and quickly pumped out thousands of acts for each, each trying to fill the top three spots with almost identical feel if not material. To be an artist today could be compared to the mass explosion of female doo-wop groups in the fifties and sixties that exploded so fast with so many artists that not even the companies knew who to pay for what song. When this is taken into account, even the most singular and individualized, well branded, and unbelievably talented artist will have to spend a good deal of money and resource to cut through the clutter of those merely taking up empty space just to be noticed and remove themselves from the lottery and enter an honest selection of taste.