Investing in Your Music Career with Dan Tsurif and Eyal Levi
Jul 19, 2021
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Dan Tsurif and Eyal Levi, music industry veterans, dive into the intricacies of marketing and career strategies in music. They explore the misconceptions of 'buying success' and how real achievements stem from talent and hard work. The conversation shifts to smart investments in projects, the role of social media, and the effectiveness of paid advertising. They also discuss the pros and cons of tour buy-ons and the irreplaceable value of personal connections in music. Tune in for insights that can help elevate any artist's journey!
Financial backing can open doors in the music industry, but lasting success requires genuine talent and hard work.
Understanding success is subjective, as artists must define their goals beyond just financial gain or recognition.
Measuring marketing effectiveness should prioritize tangible results and profitability over surface-level metrics like likes or followers.
Word-of-mouth remains crucial in music, emphasizing the importance of networking and building genuine relationships with fans and collaborators.
Maintaining authenticity and self-expression in music resonates more with audiences than conforming to industry standards or trends.
Deep dives
Importance of Points and Rewards
The American Express Business Gold Card emphasizes earning three times membership rewards points on flights and prepaid hotels booked through their platform. This card is particularly useful for business travelers attending conferences or client meetings, allowing them to accumulate points for future trips. With potential benefits on travel expenses, it's designed to provide value through increased rewards for purchases made in relation to business activities. Knowledge of the card's benefits can help small businesses manage travel costs effectively.
Data Security Awareness
In today's digital landscape, data security is paramount, especially with growing concerns over hacking and the misuse of personal information. McAfee highlights the threat of hackers selling stolen data and provides protection measures that shield users from suspicious activity online. Their security suite includes features such as a secure VPN for safe browsing and an AI-powered tech scam detector to identify potential threats in real time. Prioritizing data protection is essential for individuals and businesses alike to safeguard sensitive information.
Debate on Buying Success
A significant topic discussed is whether success in the music industry can be purchased, as many believe that having financial backing can ensure a quick rise to fame. However, it is argued that while money can open doors, it ultimately cannot guarantee lasting success or genuine talent. Personal experiences from various musicians illustrate that many successful artists build their careers through hard work, creativity, and organic audience development rather than financial investment alone. The conversation surrounding success in the industry lends itself to deeper explorations about the true foundations of lasting recognition.
Understanding Success Metrics
Success, particularly in the music industry, is subjective and varies for each artist or band. Musicians must define what success means to them, whether it's being signed to a record label, gaining a loyal fanbase, or achieving commercial success with a gold record. If financial backing is being pursued as a means to an end, it's crucial for artists to understand the limits of that approach and recognize the significance of grassroots growth. Distinguishing personal goals and achievements is key in navigating the complex nature of success in the music business.
Examples of Failed Endeavors
The discussion references several failed attempts in the music industry to illustrate the pitfalls of attempting to buy success or fame. For instance, a music blog called Metal Army, which was heavily funded and aimed to compete with established platforms, quickly collapsed due to its inauthentic nature and lack of genuine interest from the audience. This example emphasizes that even with significant investment, success cannot be guaranteed without passion and relevance in the scene. These stories illuminate the harsh reality that not every financial effort will lead to positive outcomes.
The Cultural Weight of Trends
Cultural phenomena, such as the vampire trend in music, showcase how quickly interest can shift in niche genres. Even with financial backing from labels to create 'trend' bands, the lack of genuine appeal can lead to their failure. This underlines the idea that truth and authenticity resonate more with audiences than any marketing strategy. As trends evolve, understanding audience connection remains crucial for success in the music industry.
The Role of Marketing Analytics
When analyzing marketing campaigns, measuring success can often involve discerning crucial metrics that indicate a return on investment (ROI). The focus on revenue generated from marketing strategies, rather than surface-level statistics like likes or followers, is a crucial point in evaluating effectiveness. Entrepreneurs in creative industries should prioritize evaluating tangible results through a lens that highlights actual profitability rather than popularity. This analytical approach ensures that efforts align with financial goals and business sustainability.
Word-of-Mouth Marketing
Word-of-mouth remains one of the most powerful forms of marketing, especially within creative industries. As artists and producers continue networking, it’s important to foster relationships that can lead to referrals and recommendations. Engaging with existing fans and audiences can create organic growth and lead to opportunities for collaborations and performances. Building genuine connections will pay dividends more than many traditional advertising strategies.
Authenticity in Artistry
Artists are encouraged to embrace their authenticity, as expressing their true self resonates with audiences more than trying to conform to industry standards. This authenticity creates a unique identity that can attract fans who relate to their story and experiences. The concept of being unapologetically yourself translates across genres, whether it’s in punk, hip-hop, or any other style. To foster a loyal fan base, artists should focus on self-expression rather than trying to fit molds set by industry expectations.
Growing Through Creativity
Maintaining a creative output without the pressure of needing immediate success can be liberating for emerging artists. By focusing on creating and sharing unique work consistently, artists can refine their style and develop a following. Growth comes from continual experimentation and learning, allowing musicians to find their voice organically. Embracing an approach rooted in creativity and enjoyment rather than a financial focus can lead to unexpected opportunities and audience connection.
Social media, paid engagement, buy-ons, video content, paid mentorship: where modern marketing elements such as these fit into a music or production career and when to incorporate them are always at the top of the list of questions people ask. They’re also at the top of the list of things people tend to get wrong, and getting them wrong can be a waste of money and derail a career. If you want to know how to get them right then you’re definitely going to want to pay attention to what we’ve got to say on this episode.
On this episode:
‘Buying success’, having the resources to open doors
Paying for advice from successful people as a useful resource
Talking numbers on views/likes and when it’s time to invest in a project
URM Podcast and Asking Alexandria as case studies of developing a successful project
Bands buying on to tours – when it makes sense and when it doesn’t
The dynamic between in-person events like NAMM or URM Summit and online interaction
Facebook ads, likes, and the evolving social media landscape
Graduate school, higher education – when does it help or hurt your career opportunities
Learning from the media approach of this generation of up-and-coming rap artists, music videos – “what’s the twist?”
The importance of having a social media following for a band versus a producer/engineer/mixer
