What’s More Important

This is a question that we encounter often when working with new artists. This applies to every aspect of their career. The questions are things such as: Should I spend more on social media or radio? Video or not? How important is one or the other? The truth of the matter is that they are all important. The music, marketing and promotion are equally important. If the music is not up to par then all the marketing and promotion in the world won’t matter. Your music is the fans introduction to who you are. Before they care about a video or what else you have to say, the music gives them a reason to care.

When it comes to promoting and marketing your music, every step is equally important because your potential fans find new music in different ways. It is like asking is it more important to be on iTunes or Pandora. My answer would be to be on both. Each requires a different approach to be on their service but both are needed.

Sometimes because of funds and impatience,the decision comes down to heading to your local music store to buy gear so you can produce yourself. The question shouldn’t be “Can I do this myself?” but, “SHOULD I do this myself?” You get one shot to make an impression on future fans. If the first thing they hear is sub par, they consider you sub par and not worth listening to.

Make sure that every step in each phase of your career is done to perfection. Excuses like, “I don’t have a record label behind me” or “I did the best I could” or “It’s just a mix tape” don’t matter to the public. They just know that it doesn’t sound like Jay Z’s music or Drake or Whoever your favorite artist is.

The first thing to think about is that in the history of the modern music industry a $200 song has never made it to the charts. The first commitment you have to make is to quality music. The guy banging out beats in his bedroom is not a producer. He is a composer, beat maker, etc… A producer may or may not have composed the music but is responsible for making sure a great song comes from the works. Make sure you know what you are doing and that the people in your circle actually understand what their roles are.

Make your goals realistic to your budget. If you spend $200 making a record and put $1000 into promoting it, don’t expect to go Diamond.

I will leave you with this. Music doesn’t have to be expensive but it has to SOUND expensive. Don’t cheat yourself during the composition, recording, mixing and mastering phase of your career journey.

Written by Kimo Kaulani for Audio Blueprint

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