Berklee today

JAN 2013

Berklee today is the official alumni publication of Berklee College of Music in Boston, Massachusetts. It is a forum for contemporary music and musicians.

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"Instead of hiring an experienced producer, I've spent money on excellent software, so my project will sound great!" Here's the big secret that no manufacturer will ever tell you: The public doesn't care if your song is recorded on a cassette machine from the 1980s or in an $8 million facility. Unless your song is one they want to hear and your voice or saxophone has emotional resonance, listeners are unlikely to notice your pricey plug-ins. "My record will be successful because it sounds just like (fill in the name of a successful artist)." Actually, that could be a reason why it won't be successful. If you've modeled yourself after the very talented Pink, remember that there is already one Pink. Why should the public want another? Every artist has been influenced by other musicians but finding your own voice involves going beyond mere imitation and bringing something more to the party. "I've been successful in the studios and as a sideman for name artists, so I'll be successful as a solo artist." Once again, unless you have something unique and relevant to offer, a successful solo career is not a given. It takes considerable talent to be a good sideman. Objectivity is also key. If you're not really solo-artist material, be proud of what you do well and avoid years of disappointment. "We've been doing this act for many years. It's therefore valid and deserves to be recorded and recognized." Recordings made for you or your friends are called vanity recordings. An artist needs validation from outside his or her inner circle. Thoughts such as, "I'm brilliant and deserve success much more than that screaming anorexic with a stud through his lip that I saw on TV last night," get you nowhere. Jealousy and negativity are toxic. If you expect that people who don't know you will be interested enough to part with hard-earned cash for your music, you have to give them good reason. You also might ask why—if you've been unsuccessful with this act for years—it is likely to become successful now. "I don't understand why Facebook and Twitter don't work for me. I tweet and leave Facebook messages 10 times a day!" Use social media to your advantage. Facebook, Twitter, and other media are essential tools for today's artist. Send out messages that will engage rather than turn off your potential audience. Constantly asking people to "like" you is just as annoying on Facebook as it was in high school. "I am a true artist and my excessive life style feeds my creative expression." Although in 2012 it's still possible to have success while being a party animal, it's still not a good idea. Drugs, alcohol, and waking up at noon lying next to a Finnish goatherd can diminish the likelihood of long-term success. The lifestyle choices of such notable artists as Janis Joplin, Jim Morrison, Amy Winehouse, and others led to short careers. Artists in it for the long haul need to take care of themselves. Recap and Conclusions Now that we've covered misperceptions that can be harmful to a music career, here are some essential tips for an artist's success in any style of music. 1. Have something to say. All the study and technique in the world is useless unless this "something" is specific, compelling, unique, and original in concept and execution. It also must be identifiable by the public (e.g. non musicians). 2. Communicate what you have to say in readily understandable language. In my first year after Berklee, I had the opportunity to play one of my songs for the great British songwriter Mike Hawker ("I Only Want To Be With You"). He asked, "What is your song about?" I began to answer but he stopped me. "Don't bother," he said. "The fact that I'm asking this question is proof that you've already failed." 3. Know who your target audience is and how to communicate with it. I played another song for Hawker and he said, "What audience is this song intended for?" I sputtered for a bit and he broke in, "Don't bother," he said. "The fact that I'm asking this question is proof that you've already failed." He said that a lot. Hawker is a good communicator and hence had many hits. 4. Be relevant to your target audience. Your themes and attitudes must resonate with your audience. Music is an essentially public art. To be successful, it must exist in and respond to the zeitgeist (spirit of the times). It must be written and performed in a way that communicates to the outside world as it is today. It must create a positive reaction from the listener, and an emotional response. In that sense, it's not just me performing for you, the audience member, it is a collaboration between us. We don't just play, we interplay. I need your reaction to this article for it to be worth writing. There must be an exchange of ideas and feelings—an artistic reciprocity. Agree with me, argue with me, love me, hate me. Otherwise I'm just a guy with a beard and glasses typing in his bedroom, drinking cold coffee. 5. Have a professional attitude toward your career. Have a strong work ethic, excellent time management skills, and an eye on the bottom line. Be in time and on time, and work overtime. Being competent in the business of music (including Internet marketing) is essential. Richard Niles is a composer, producer, and arranger. He recently relocated his production facility NuCool Studio from London to Southern California. Visit www.richardniles.com. 6. Strive to make fans like you enough to become interested in you. Show interest in people you meet. The best and quickest way to make others like you is to show that you like them. I don't know any successful misanthropes. Spring2013 23

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