THE MUSIC BUSINESS: “REPUTATION OVER FAME”

Musician and label owner, Blake Morgan, discusses the Music Business and the importance of "Reputation over Fame." Ever wondered how musicians really make money? It's a tough journey filled with losses and small wins, but it's all about persistence! In this episode, Blake Morgan shares that every small gamble counts, and eventually, one big win can turn it all around.: "The people who are "for real" have no choice." https://youtu.be/j8vf5dI-cbE Transcript Frazer Rice (00:01.135)Welcome aboard, Blake. Blake Morgan (00:02.946)Good to be here. Frazer Rice (00:04.111)Well, it's really nice for you to be here. You were nice enough to invite me to your show, your residency downtown. And I was glad to reconnect and remind myself how talented A, that you are and B, that musicians are. And it got me thinking about business and how musicians and the world of music works these days. So it's a treat to have you on there. Blake Morgan (00:27.714)Thanks so much. I'm glad you could make it to the show and it's great to talk to you again. Frazer Rice (00:32.155)So let's start at the beginning. So if you're a musician, you've been bitten by the bug, you're talented, and you get that wonderful curse, what are the ways that musicians really make money and support themselves? I imagine it goes from a spectrum of busking and performing and having your guitar case open and taking… donations from there on up to the professional musician and then to the actual creator of the music itself. How do you think about that? Blake Morgan (01:01.858)Right. So, you know, I think I'm thinking about your audience and finance people and business people, you know, right off the bat, of course, for starters, the marriage between commerce and art has always been, shall we say, an interesting one, or it's been it's been a conflicted one. And it's mostly been conflicted for the artists. But the reality is, you know, I think Frazer Rice (01:22.747)Sure. Blake Morgan (01:32.897)in a lot of ways and I do have something of an eagle eye view because I'm an artist, I'm a songwriter, I'm a record producer and I'm a record label owner. And so whether you've had a career and are having one like I am or like the person that you're imagining who's just getting, who's just starting out, I think your experience basically it's very similar to quantitative finance. in that you're acquiring a lot of small bets that rarely pay off, but when one does, they make up for all the other losses. And every part of being a musician is very much that experience. So when you're first starting out, whatever that means, if you're making, if you're building tracks on your laptop, if you're, you know, I think the days of busking on the street are, probably behind us because I don't see it very much, honestly, in New York. And we can talk about why we don't see it very much later. But the reality is however you're getting into it, you're immediately in a position where you know you're going to be taking a loss. And what you're hoping is that there will be a payoff at some point so great that it will pay for all or most or some of your losses that you've Frazer Rice (02:30.203)Right. Blake Morgan (02:58.414)crude. And the truth is that really never ends. And I think that that really also kind of never ends if you're a superstar. That's really that's that's that's the gig. I don't see I don't see billionaire investors usually sort of hang up their investment coat jacket. I don't know what it is, but I don't see them hang up their cape and say, I'm out. You know, they're still trying to somehow leverage what they have into something else. Frazer Rice (03:20.279)Bye. Blake Morgan (03:27.822)And so that's the financial part of it, which is that, you know, I think especially now, if you were talking about the beautiful curse, like I think especially now there is this feeling in music that musicians make music, you know, for fun. And I've never, I'm not a musician who makes music for fun. I've never met a musician who makes music for fun. We make music because we're compelled to. That's the beautiful curse. It's not because, hey, I've got I'm thinking about doing this and it's just the people who are for real have no choice. And so I often say that my relationship to making music, and this was true when I was a kid, when I was just starting, my relationship to making music is exactly like my relationship to breathing, which is that I really like doing it. But if I didn't, it wouldn't matter because I'd still have to do it to be alive. It's a part of who I am, right? Frazer Rice (04:21.403)Sure. Blake Morgan (04:23.894)And the thing about breathing is we aren't in a position to being like, how's the breathing industry? How am going to leverage my breathing into some sort of better form of breathing that would keep the lights on? We're all doing that, I guess, with our lives in some form. But that's that awkward marriage of commerce and art, which is that our strength as artists, as musicians, comes from the fact that we have an absolute bedrock. We are compelled, a bedrock need. to continue to make music no matter what, no matter what's thrown at us. And then that's also exploited because the people who exploit us know that we're still gonna do it no matter what, in whatever form that takes. So that was like 20 pounds of answer to a one ounce question. But that's the real truth, which is I think if you're starting out, you really are hoping that you're gonna you're gonna start trying things basically to get some kind of a career off the ground, some kind of path forward to be able to make more music, some path forward where you're gonna be able to make music where you wouldn't want to have to do something outside of your own profession. People don't tend to set out to be in a profession with the overwhelming feeling like they're gonna have another profession that they're gonna have to have to pay for their bills for their actual profession. Frazer Rice (05:52.611)No question. How do you graduate from hobby to commitment in many ways? Blake Morgan (05:53.39)So. Blake Morgan (05:58.734)Exactly, exactly. And so right out of the gate, you're hoping that your ideas and your talent and your perspiration and your inspiration are going to be enough to leverage the next moment and the next moment and the next moment. Moments where you know, and you know, a 13 year old who's trying to write their first song or pick up a violin and practice, they know that they're going to lose and lose and lose. and lose and they're hoping that somewhere down the line they win and that pays for these losses and this is financial a financial truth and an emotional truth to like I've taken I often say to people like I'm a good humored person generally speaking but like I'm 96 % scar tissue at this point and so I still the joy offsets the scar tissue right I don't want to be bitter and and and I'm and I'm not but Frazer Rice (06:47.62)you Blake Morgan (06:56.969)The moments of artistic wonder and satisfaction, just like the moments of financial hope, like, my God, this actually is hitting or this actually works. This really gets the monkey off my back to be able to do more of this, right? It's very, very much the same, whether it's financial, emotional, or temporal. The time you've put in to try to do something pays off when it works. Frazer Rice (07:26.731)So this massive investment, time, emotion, skill, dollars, et cetera, what are the ways that you start to get into the green and turn it into a situation where you're actually sort of making money on what you love here? Blake Morgan (07:47.832)So if there was an easy answer to that, I would hope that you would have it and you could teach me what it was, but there's a complicated answer to it. And it's harder than ever. Art and music are devalued more than ever. The rungs under the ladder of where I've been able to get in my career have been kicked out. It's harder for people to get to where I am. The world has changed because of piracy and streaming and Frazer Rice (07:52.89)Right. Blake Morgan (08:16.043)now AI and you know, we can touch on all of these things. But I do think that there's an important panacea that will lift every facet of this. And in a world where we're seemingly fixated on followers and likes and streams and these kinds of numbers, the reality is the place that I get paid As a label owner, as a record producer, as an artist, as a singer, as a guitar player, as a bass player, as a piano player, all the jobs I have, the place that I get paid is that I have a reputation. And we live in a fame-obsessed business, music, and a fame-obsessed culture, but reputation and fame are not the same thing. And… When you're in, for lack of a better way to describe it, when you're living in sort of in a Mad Max world, the music world has turned into this kind of wasteland in a lot of ways, unfortunately. When you can prove that you know where the fresh water is and you have some fuel for your car, you know how to evade the raiders on the highway, when you actually have a reputation. Frazer Rice (09:28.603)You Blake Morgan (09:35.278)there's any numbers of ways that that winds up being valuable. And that could be a reputation of just being an incredibly professional singer who on short notice can go and sing a national anthem. That can be a reputation to say, we've been trying to make this record for months. We can't get out of our own way. We're screwed. We need someone who actually is from the before times who knows how to make a freaking record as opposed to just generating one. Right? Frazer Rice (09:48.581)Mm-hmm. Blake Morgan (10:04.683)Why would you go to a doctor? You'd go to a doctor because you need something. You can't do it yourself. Home dentistry, bad idea. Home lobotomy, bad idea. And then you're going to say, well,