I want to say a few words on persistence. I think if I were to narrow it down to one thing that is missing from most artists marketing plan it would be this. They are looking for instant answers. This is just not the way ANY business works. There is a process for everything in business. Yes there are things that need to be done on a day to day basis, but I would call those things a “given”. Updating pages, commenting and reaching out to other people is an on-going thing. I would call that something different. I would call that “consistency”. Persistence is simply NOT accepting anything that happens or may happen as a fatal blow.
We all get excited about our next release, or future tour etc. That is great and some people call that “hype”. Hype is REAL! It is necessary in order to build excitement. however, we need to avoid the “crash” that happens after each step we take. The fact is that this is also the beauty of being in the industry. We like the unpredictability of it. I can’t tell you how many times an artist has told me they hate their day job. That is because they are trying to get something from it that it does not provide. It is a means to an end.
It can be necessary in making other things possible. The starving artist does not work anymore and I’m not sure it ever did.I believe that life and business are a process of speed bumps, peaks and valley’s. You never arrive, you just move in the direction you want to go. I have had so many examples of people that disappeared for a period of time maybe even years, that have come back into my life and reconnected and it has been great! Even a reality tv show came to us from a contact that I hadn’t spoken to for 4 years! He just emailed me one day and said, “Hey, I really enjoyed working together in the past, we just got picked up by TSN and ESPN and would love to have your artists music in our shows!
I would tell anyone who asks, the most important thing in business is persistence. You can’t get too up or down, just make adjustments and keep going. It also means sticking with the people you have, because jumping from person to person or company is also an issue that can hurt you. The old saying is still true. “Better the devil you know, than the one you don’t ” lol It can be true. Grass is always greener on the other side. SO…..Start moving in the direction you want to go and stick with it, especially if you are a musician, because most musicians agree that you don’t “become” a musician, you “are” a musician. It is internal and a part of your makeup.!