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How To Get A Properly Paid Gig

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In which direction do we want the thing we are trying to promote to go?
It may seem that the obvious answer to this question is simply “to a higher level” but, in keeping with our metaphor, a better answer would be “to a place where lots of people who will be attracted by it will see it”. Note that we have now reduced the potential directions from “everywhere” to a more focused target, even if it is still pretty loosely defined! Note also that we want to get to the sort of people who are already attracted to the sort of product we have. This is quite different to attempting to convert people whose initial response is indifference or even hostility. This way we only have to get the product (or news about it) in front of potential customers rather than try to change their opinions (a much, much more difficult task!).

OK, so now you know what you are trying to promote and to whom you wish to promote it to, right? Or do you?

Go back to your definition of what you are trying to promote. If it says something like: “my music” or “my creative vision” then you are probably on the wrong track and need to re-assess. Here are some more useful definitions:

-Great Dance Music of the 70’s (or 80’s or 90’s or 1760’s!)
-The perfect partying soundtrack
-Cool and sophisticated music for the cool and sophisticated punter
-Truly Astonishing Virtuosity
-The music of Fall Out Boy
-The funniest band in the world
-The music from “The Boat That Rocked”

Notice that all of these either hook into an existing trend or appeal to a concept (more difficult).

Have a think about that definition and who would be attracted by it. Remember that the smaller the number of potential “attractees” the more difficult will be the promotional task.

Traditionally there are two ways to promote something: Advertising and PR. Advertising is expensive (that’s why traditionally, the focusing process above is part of marketing), PR can be cheap. Advertising can be more focused, PR is more scattershot. Both rely on a single idea: getting the idea or message to a place where lots of people come. Of course those who control places where lots of people come know that they control a place that has some value. That is why they charge you. This is obviously the case for print media, TV and Radio but also for building owners who allow billboards or manufacturers who effectively sell space on their products. It’s also the case for internet sites with very high traffic figures.

“Ahh!!”, I hear you say, “The Internet. That’s changed all of this completely hasn’t it?” Well, actually the answer is mostly “no, not at all”, but that is another discussion. We’ll wait until next time before we tackle that and try to get to some practical suggestions for you to promote your band. Until then if you have any questions you can always pester me on musosunion@aol.com

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For What Its Worth

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There are some great, time-tested books out there and for those of you who are beginners to this realm. I’d personally recommend ‘The Richest Man in Babylon’, ‘Think and Grow Rich’ and ‘Rich Dad Poor Dad’. It might take a bit of a mind shift to even want to be interested in money if you grew up believing money was the root of all evil, but you only have to look at the amount of money that Bill Gates has been able to donate to realize that’s not necessarily true. Like everything in life it’s what you do with it that counts.

If we put half the time we put into practicing our instruments into practicing some basic financial strategies such as investing and saving a percentage of our income there’d be a lot less starving musicians out there. I was dismayed when last year my hubby toured with some very famous, well-respected American musicians, to realize that despite having incredible talent, quite a number of them were still having to gig to get by and were in dire financial shape. Gigging because you want to, is one thing, but having to work a ridiculous schedule when you are in your sixties and getting sick because you can’t afford to stop is not where I think the legends of our industry should be. Unfortunately the community and the industry is not necessarily taking care of the dotage of some of its finest so that’s why I think it’s important that we all do what we can to empower ourselves and prepare for some of the financial realities of life. I for one would like the phrase to change from ‘starving musicians’ to ‘completely over-fed and over-indulged musicians.’

So if you want to take your financial future into your hands, then you’ll be pleased to know that the government has set up a site to get you started – see www.understandingmoney.gov.au. Alternatively if you’re a little more advanced and you’ve already put aside some money to invest there is plenty of information on the net on both real estate and share investing – particularly check out the Australian Stock Exchange site www.asx.com.au for free educational courses.

If you’re like me you’ll also want to know your money is not only giving you more freedom to do your art but that it’s also making the world a better place – in which case you may want to check out how you can invest in green or socially responsible companies – for more information visit www.australianethical.com.au.

As your investment in your financial education pays off you might also consider giving 10% of your new found wealth to charity.

Til next time,

As Donna and I say – have a musical day (Donna’s my sister by the way),

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