In the past I’ve written a fair bit about the subject of ‘music business’ and ‘entertainments business’. – Heck it’s one of the main topics of this site: You can’t be a music personality of any level of fame without having a music business. – What I’ve done here is laid out a factual written schematic of the transformation that your music business as a performing
artist should offer to its customers.
When I talk of “a transformation in your audience”; I’m talking about the function of your business, and this applies to any business and its customers, or its audience as we prefer to call them in showbusiness.
‘See every business sets out to make a transformation of some kind in the lives of its customers; and it’s that transformation that the customer pays for, allowing your business to profit from that transaction.
…And even in the entertainments industry we’re striving to produce a transformation in our audience – because if they leave our performance in much the same state as they were in when they arrived then you’ll never see those people again at your gig.
I’ve tailored the way that this article is written to be in line with the kind of transformation that the career of a performer and/or entertainer should bring about in their audience – in the hope that I can encourage such performers/entertainers – maybe even yourself – to view their career in a new light as well as to use that knowledge to help them to continue to grow as artists.
Unless you perform for a hobby your music is part of your music business.
– Like any business there are ways in which to run your music business that will bring about better results than others.
Since you’re running a business – whether you like to think of your music career that way or not – you may as well treat it like a business; as that’s exactly what it is, and it would be disadvantageous to you to treat it any other way. The basic goal of any business is to bring about a transformation for its market-sector, by means of charging people money to partake of its products which are designed to bring about that transformation.
So what is this Transformation?
The word “transform” means to change something into something else. – And that is pretty much what your future customers are looking to do in whatever market you are in, not just the music business: In this case – in your case – they are looking to achieve some type of an outcome from listening to and/or viewing your performances – and it is an outcome that results in them having something that they do not currently have. For that reason, it is a transformation. They have got some current reality (Needing entertainment.) and they are looking for a new reality (Feeling entertained.): That is the transformation.
The transformation that your music business brings about, from the point of view of any entertainer, such as a singer/songwriter such as myself, is going to be entertainment: That is to say to transform the prospect, either the individual crowd member at your gig, a dedicated fan, or the person who’s just accidentally stumbled across your website online and expressed any type of interest, from being in a state in which they feel at a loose end and are in need of more entertainment, to a state in which they feel entertained and satisfied… Easy eh? – Sort of, lol.
The entire business model revolves around finding the right product / market fit.
– But what makes a market to begin with, is that there are group of people who are united by the fact that they are all trying to achieve the same basic transformation. – That is what makes them into a market. If it wasn’t for that unifying factor then they would just be a group of people looking for different things, rather than a market.
*You need to find a unifying factor amongst your fans, other than the obvious fact that they are your fans. If you can identify what that unifying factor is, identify their need, and fulfil their desire with your products, then you have a business.
– So can you now see why really understanding this transformation goes to the core of arriving at product/market fit? If we understand our potential market we are going to be able to make the right products and create the right performances for that group of people, our fans in the main. We can tailor our products to them to help them get that transformation, even on a show-by-show and/or release-by-release basis. That is the foundation that your music business could be built upon, because it has been tested over time immemorial, and it works.
To summarise that particular point then; people want outcome, a transformation.
They want to move from one reality into another one; from needing to be entertained to having been entertained – AND being fully satisfied by the entertainment that you gave them for their money. < – This last bit is important; because if they feel only partially entertained and not totally satisfied then they will go somewhere else in future, and your career will end up with side-shows and intro-acts as its highlight.
Back to the online and physical paperwork side of things: By using copywriting – which your manager or agent might handle for you if you have one – as well as giving great poignant interviews as a part of the sales process, you are going to need to convince the people you are trying to market to that what you are offering is going to further them along in that transformation; from needing entertainment to being fully entertained and totally satisfied.
– So there needs to be that internal motivation, there needs to be a real desire for entertainment that you can clearly and honestly say that you are going to satisfy in them.
Yes it’s your show, but the audience are your lifeblood: Without an audience there’s no sense putting on the show in the first place; so what you need to do with this transformation is you need to ask yourself what more or less exactly does your audience want in the way of entertainment? – Entertainment that will leave them totally satisfied at the end of it.
Many of your fans may well have been drawn to you by your previous performances, and no doubt you’ll have recruited some of your audience through your marketing efforts. What they want is what you’ve promised them – more of the same, and better – that’s why they’re sitting there in the audience. They also want you to be you – you as you naturally are.
“What they want is what you’ve promised them – more of the same, and better – that’s why they’re sitting there in the audience.”
So, for instance, if you’ve always been a punk singer and you’ve promised your audience an evening of punk rock – they’ll be pissed off if you announce that you’re having voice training and demonstrate how you can now sing opera as well. You promised punk, you’ve always given them punk. – keep doing punk!
This is really important to understand, and it’s very fundamental in grounding your business. Any of the other stuff doesn’t really matter if you don’t have a transformation that you are serving to your market; one that fuels a good solid product/market fit.
Look at it this way: If people are leaving your performances – live or recorded, audio or audio/visual – in exactly the same state as they were in beforehand, then you’re failing to make a transformation; and that negates any reason for them to see or listen to any more of your performances. (And I guarantee that you will start losing fans in those circumstances.)
At the end of the day, then, we aim to provide entertainment of a high quality and standard to our audience, and also to tailor that product specifically to our audience as much as is possible under the circumstances. – Doing so will be a huge part of our individual success in music.
– Things often seem so much clearer when they’re written down in black & white.
To discover a lot more about the transformation, plus gain access to specific tools, action plans, and strategies which anyone can follow – in order to turn their website/blog into a powerful marketing and moneymaking tool – I would suggest joining David Risley’s * Blog Marketing Academy *
Have an awesome day. Don’t do anything I
wouldn’t do: but if you do;
don’t get caught.
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