As this absurdly large photo makes clear, and as I have done every year for the last three years, last week I attended the San Diego Music Thing conference at the Lafayette Hotel. The “thing” is comprised of two days of panels run by music industry professionals and three nights of live bands at all the venues around town (Merrow, Soda Bar, Casbah etc.). Definitely the content of the panels offered is geared toward original artists, not really the musicians making a living playing the Marriott or Croce’s, but I always get a lot out of it, both informationally and in the inspiration that comes from being surrounded by musicians and music professionals. I’m getting closer and closer to overcoming my fears and putting together my original project, and I feel quite informed about what needs to happen once I do. Every year they say the same thing:
Be an awesome band with a great live show -- Get to the level where you sell out venues in your hometown -- Produce & record an album -- Do some small local-ish tours (LA, Vegas) to start building a larger fanbase -- Then and only then should you begin looking for a manager (if they have not already begun to look for YOU due to the buzz you’ve hopefully been generating) -- Then you can sign to a label, or not -- Tour constantly -- The end.
This narrative has always felt intimidating to me, because so much needs to be accomplished before you even really enter the actual playing field (which itself is an endless hustle), and because your success is literally contingent upon how many people like you. You’d think with the internet there’d be some way to bypass this traditional model but at the end of the day it’s still getting asses in seats.
Social Media Panel: You should have an Instagram, Twitter & Facebook and update each individually in ways specific to each platform’s strengths // It’s helpful to think of your social media presence as an extension of your art // It sucks but this is just the way it is now, and fan engagement is everything
Branding & Marketing Panel: You’re never NOT branding // Promoters, bookers, labels are looking for good music but also a solid marketing identity // Depth across your repertoire is important, not just a hit single - depth and real musical identity is easier to brand and market // Be consistent and up-to-date in your band’s presentation across different platforms (personal website, reverbnation etc.) // Bookers look for evidence of you being able to bring people out to a show - amount of Bands in Town followers, Facebook likes etc. // Make a video for every song on your album