Sell Like An Artist

If you’re like many jazz artists, it is precisely the part after recording, mixing and mastering your new album that gives you a headache. Selling your music makes many people feel uncomfortable. Why though?

The Truth About Selling

Selling has a negative connotation for many artists. That used to include myself. A favorite subject for my musician-friends and myself was to discuss how a band used to be so much better before their commercial breakthrough. Before the money started flowing in. Credibility and being an underground artist seemed to go hand-in-hand. Did they SELL out?

However, to earn a sustainable living as an artist you need to think about money. And more, you have to do that if you care about your art. Why? Because without money, financial stress will take over your creative bandwidth. The result: less music being made and released. Financial stress kills art, it doesn’t create it.

I think there are three misconceptions about selling many people have.

  • Selling is only about yourself. About increasing your own income.
  • Selling is solely about informing people about your products with a focus on ‘Always Be Closing’ .
  • Selling is something isolated from the rest of your life.

What is selling?

Selling is not hyping your album and yelling about it to everyone. A great read on this subject is Dan Pinks’ book ‘To Sell Is Human’. His definition of selling is:

To sell well is to convince someone else to part with resources—not to deprive that person, but to leave him better off in the end.

To leave him better off in the end… That’s for me the most important message here. It is not about you. Nor is it solely about the transaction. It is about creating value for somebody else.

Selling is not limited to only products, or commodities in another word. You can also sell people an idea, a feeling, an experience, a solution or a different way of being. Isn’t that what parents or teachers do? Or you, when you try to convince your boyfriend that this romantic movie is really worth his time? You sell the idea of the experience together, what the movie is about and how it will benefit him (cg. happy girlfriend).

Forget the old sales ABC

The old sales ABC is ‘Always Be Closing’. This adage is what we visualize when we think about the cliché car salesman. Sleezy, untrusthworthy, and only out for his own benefit. It had a focus on the transaction. In the Social Media realm for musicians it translates roughly in Facebook posts like “Buy our new album!”, “Checkout this new videoclip” or “Stream our new EP here!”. All sentences that focus on primarily your needs and on the transaction.

It’s definitely clear what you want but does it work? Is it what the person on the receiving end of this sales pitch needs? In marketing this approach is called push-marketing. You push your art, product or service through your marketing channels to your fan with a focus on sales.

That doesn’t work anymore.

People don’t want more noise. They don’t need more advertisements urging them to buy something. Do you? No. What do you want? Inspiration perhaps? A deeper connection with another human being? A feeling of belonging? More beauty in your life? I do, and would welcome all of those. So, how can you sell me that instead?

Selling is about telling stories

In 2020 you sell by telling stories. Stories about improvement and about how it will make your audience feel when they come to your show or listen to your new album. Personal stories about what inspires you, your experience recording or on-stage. Stories about why playing with your hero was so life-changing. People want to feel they’re dealing with another human being who has their best interest in mind. This way you can sell with authenticity. You can be yourself when selling. In fact, you should be yourself when selling. Because that’s what both makes you and the receiver feel better! Selling is about establishing a relationship. It’s the long-term you’re thinking about. It’s a marathon not a sprint. You sell by providing your fans again and again with valuable and relatable content. You don’t close the sale, they will do that if they value what you have to offer or the relationship with you enough.

Selling is about the other person intrinsically wanting to purchase the service or product from you. To be able to do just that, you as an artist have to be able to describe your music and/or service with an eye for its benefits. The value it provides to others. About what it makes the listeners feel or think. About the nature of experiencing your music.

The benefit of thinking about the value you create for other people is that it takes the focus away from making money. Focussing on creating great value for others is what really propels your career, and yes, as a result, your income forward. That’s what selling is all about. It’s a Win-Win.

People like us do things like this

Of course, your music is not for everyone – taste differs – but it is for people like you. People that share your worldview, values and music taste. Marketing guru Seth Godin’s slogan is, ‘people like us do things like this’. People like ‘insert description of your true fan’ listen to this kind of music.

People that need hope in their lives. People that need happiness, melancholy, want to dance, drift away, people that want to belong to a certain group. Can you pinpoint the need that your music fulfills for them?

Selling is about figuring out who needs your music and, therefore, would buy your album, because it leaves them better off. Is going to a restaurant really only about the food on your plate? No, it is about the whole experience and how it makes you and your guests feel. The same with music. It is so much more than just a commodity.

Do you agree? Then don’t treat it that way. Average stuff for average people is difficult to sell. Luckily, you made something remarkable. Something people can’t wait to talk about with other music lovers. Something people would love to buy from you.

Did you tell them about it?

Pieter Schoonderwoerd

Your Jazz Career

Find an empowering ebook on developing your artistic vision and writing a compelling artist biography here.

I’ve been coaching and educating jazz artists for years to achieve their creative and professional ambitions. If you are interested in a personal coaching session, you can read more about it here.

Continue ReadingSell Like An Artist

A One-ticket Strategy For Live-streaming

Right now, COVID-19 is threatening the livelihoods of thousands of artists around the world. Together, we need to tackle this existential challenge head-on. Its time to re-think the music industry business model and to come up with models that empower the makers of the music we all love. We need to think differently. Think bold. Think big. Or, just maybe, we need to think smaller. More intimate and more personal.

To tackle one problem at a time. Let’s start with live-streaming your music.

The Minimum Viable Audience

Today I woke up with the Minimum Viable Audience (MVA) concept repeating in my head like a brainworm, to use an Oliver Sacks term. I wrote about this concept extensively in my previous blog post so that’s probably why. However, all this subconscious pondering did result in a new insight.

To first summarize MVA in the words of its inventor Seth Godin, it is “the smallest group that could possibly sustain you in your work…” For you, a musician, what is the smallest possible audience? Yes, an audience of one. However, is an audience of one person financially sustainable? Well, of course not, unless it’s Bill Gates. But many one-persons become a crowd. I call this concept One-Ticket-Concerts.

At the heart of this approach are the needs of music lovers. And more specifically, the needs of true fans of your music.

The value of live-music

Why do you go to a live concert? To speak for myself, I go to be inspired. To hear the songs that I love, but also to be surprised. To be in the moment. I love knowing that I’m part of an experience that is only happening exactly in this specific space and time. Right now. That’s what makes live-music so great. It is limited in its capacity and therefore a unique experience that creates a (sometimes even spiritual) bond between the people on- and off the stage.

Does this sounds too complex to re-create in any meaningful way online? If possible, under what kind of conditions? What do your fans need for it to truly matter to them? I have some suggestions.

Make it exclusive and personal

Let’s bring the smallest viable audience and the magic of a true live-experience together into an irresistible value proposition for music lovers around the world.

How can you both monetize your live-stream and simultaneously create a better experience for your fans? In my opinion, you need to integrate two things: exclusivity and a deeply personal approach centred on the needs of your fans.

First of all, you need to offer a feeling of exclusivity. Many artists offer online concerts for hundreds or thousands of people. That may work in a venue or festival, but online it increases the feeling of anonymity.

Secondly, you need to make it personal. How can you connect more deeply online and make the viewer/fan feel that the concert is truly just for them?

The additional benefit, and vital for monetizing your live-stream service, is that a live-stream attended by few fans increases the perceived responsibility of those present. A mass live-streamed lowers the chance of people actually supporting the artist. ‘Why should I donate/pay for this concert?‘ people might ask themselves when they see hundreds of others attending the live-stream. By making it an exclusive, personal and engaging experience, fans will value it much higher.

There is the key to make a sustainable living from your live-stream. Offer your fans maximum value for money. Offer them One-Ticket-Concerts.

One-Ticket-Concerts

Instead, of hundreds of fans watching for free, you could offer premium paid concerts for one person at a time. You could perform for an audience of one. Does this sound bat crazy? Well, so is the current situation. Yet it is happening. So could these mini-concerts.

Put yourself in the shoes of your fans for a minute. These one-ticket-concerts pack a lot of value for music lovers. It’s extremely exclusive. Or in other words, scarce. It’s right here right now in the moment. It’s super personal. You and me. It’s true interaction between artist and fan. A great way to build your tribe one fan at a time. Even when done online, it has the potential of being a life-changing event for people. Isn’t that what art is all about?

One-ticket-concerts offer fans one-on-one time with their fav artists. Fans can make a song request. Finally, ask that question they had in their mind for years on end. Express their gratitude for your music. And so on. It’s magic on a screen.

Monetizing and pricing your One-Ticket-Concerts

You can increase the perceived value of your concerts by introducing effort. Make fans reserve/book a spot in your calendar. That increases their commitment. And after that, either let your fans pay for it in advance (Paypal, Mollie) or through donation apps during/after the concert. It offers a way for your fans to buy a ticket, have a unique performance to look forward to AND support their favourite artists directly.

Your price for these mini-concerts depends on your notoriety, the pockets of your fans and the show length. If you’re Chick Corea, I would probably pay +€100 for a solo concert with just me as the audience. What a once in a lifetime experience that would be! Are you a young starting musician, maybe ask €15 for a 15-minute concert.

Let’s do the math.

Imagine you ask €30 for a private online 15-minute concert. Taking into account set-up/connection time, three concerts per hour makes €90. So, three hours (9 concerts) will earn you €270 as a day pay. For those concerts, you didn’t have to travel, book accommodation, eat outdoors, or wait around a venue for hours. How often you should/can offer these one-ticket concerts depends on your brand value, free time, etcetera. It doesn’t make you Jeff Bezos, but then again, who wants to be him anyway? We want to make a living, add beauty to the world, and continue to do what we love, right?

So why not give this concept a go? Be creative. Build loops with other instruments (Jacob Collier or Nate Wood anyone?). Share new ideas. Improvise on fan requests on the spot. Inspire them. Surprise them. Talk to them. It will be unforgettable experiences for both of you. Good luck!

Pieter Schoonderwoerd

Your Jazz Career

Find an empowering ebook on developing your artistic vision and writing a compelling artist biography here.

I’ve been coaching and educating jazz artists for years to achieve their creative and professional ambitions. If you are interested in a personal coaching session, you can read more about it here.

Continue ReadingA One-ticket Strategy For Live-streaming

3 Game-Changing Marketing Concepts

  • Post category:Marketing

This blog post is a draft chapter of my upcoming eBook “Release Your Album“. Here, I highlight three game-changing marketing concepts for jazz artists: “The Long Tail” by Chris Anderson, the “Minimum Viable Audience” by Seth Godin, and the “1.000 True Fans” concept by Kevin Kelly. Three powerful concepts that will give your release strategy more depth and serves as a beacon on how to find and serve your audience of true fans better.

As a jazz artist, how do you create an album release strategy that utilizes the possibilities and developments which this 3rd decade of the 21st Century offers? For starters, a deeper understanding of marketing will be of great help. Understanding and implementing these three concepts can have a profound impact on your art and music career. Let’s get started!

The Long Tail

In 2004 a ground-breaking article appeared in Wired by Chris Anderson, called The Long Tail followed by his book The Long Tail: Why the Future of Business Is Selling Less of More. It changed everything.

His article stated that the future of music is niche markets. These niche markets are made possible by the infinite digital shelf space of books & media products (Amazon, Spotify) and unlimited selection for consumers it offers. In short, a physical record store had to present a selection of albums, always including the major label’s hits. Now, any music lover can find any type of music from past to present online and buy it. Even better, if you like cosmic jazz, there are online shops and streaming services that offer you a rabbit hole for endless exploration, inspiration and consumption. The impact on people according to Chris Anderson was:

“As they wander further from the beaten path, they discover their taste is not as mainstream as they thought (or as they had been led to believe by marketing, a lack of alternatives, and a hit-driven culture). Hit-driven economics is the creation of an age without enough room to carry everything for everybody. … This is the world of scarcity. Now, with online distribution and retail, we are entering a world of abundance. And the differences are profound.”

I truly recommend reading his full article at least twice.

The Minimum Viable Audience

Forget having a massive audience. In the 21st Century, by trying to please everyone you, in fact, please hardly anyone. Which album stands at number eight of most sold jazz albums of all time? Bitches Brew. See my point? (Source). And even nr. 1, Kind of Blue, was never intended as a mainstream people pleaser by Miles Davis. What would have happened to these two albums if he did…

The solution for building a music career nowadays is for many artists counterintuitive. Seth Godin introduced the concept of the ‘minimum viable audience’. It urges creators to not focus on maximizing your audience but on serving a few people extremely well. Ask yourself, what is the smallest audience necessary for you to have a sustainable music career? How many fans do you need as a minimum to be able to live as a professional musician? How can you truly please this small audience? To quote Seth Godin on this concept:

“Two things happen when you delight your minimum viable audience:

1.   you discover it’s a lot larger group than you expected

2.   they tell the others

On the other hand, if you aim for mass (another word for average), you’ll probably create something average. Which gets you not very far.”

To move on, with the help of Kevin Kelly, let’s turn this concept into a more concrete career goal. 

1.000 True Fans

Ask yourself this question: if you can’t succeed in the small, why do you believe you will succeed in the large?

Kevin Kelly, the founding editor of Wired, developed a concept called 1.000 True Fans. It explains how for you as a professional musician, having 1.000 true fans can be enough to have a successful music career. For starters, what does he mean by a ‘True Fan’?

To quote Kevin, “A true fan is defined as a fan that will buy anything you produce. These diehard fans will drive two hundred miles to see you sing; they will buy the hardback and paperback and Audible versions of your book; they will purchase your next figurine sight unseen; they will pay for the ‘best‑of’ DVD version of your free YouTube channel; they will come to your chef’s table once a month. If you have roughly a thousand true fans like this (also known as super fans), you can make a living—if you are content to make a living but not a fortune.

Translating this to being a musician means that your True Fans buy your album, see your performances, support you on Patreon, crowdfund your next album on Kickstarter, buy your band T-Shirts and other merchandise and spread the word about how great your music is to others.

Let’s do the math

If you produce a vinyl record which sells for €25 to 1.000 True Fans, that earns you €25.000. In a more overall perspective, if those thousand people spend yearly €100 on your products and/or services you will earn €100.000 a year. A decent income by any standard and enough to buy yourself some glow in the dark stickers on a daily basis. According to Kelly, there are two requirements for this:

“First, you have to create enough each year that you can earn, on average, €100 profit from each true fan. This is a good creative challenge in every area because it is always easier and better to give your existing customers more than it is to find new fans.

Second, you must have a direct relationship with your fans. That is, they must pay you directly. You get to keep all of their support, unlike the small per cent of their fees you might get from a music label, publisher, studio, retailer, or another intermediate. If you keep the full €100 of each true fan, then you need only 1,000 of them to earn €100,000 per year.”

Vulfpeck as an empowering example

The above two powerful points are exactly what is possible nowadays. An inspiring example that embraced the current technological and online possiblities to have success and ownership of their art is the funk band Vulfpeck. In September 2019, they managed to sellout their concert at Madison Square Garden. Perhaps easy when you’re Beyoncé, but they didn’t spend a cent on advertising and they never had a hit single. Furthermore, they don’t have a manager nor are they signed by a record label. They did it all by themselves. Read all about it here. Their combination of a creative retro-approach to content creation on Instagram and, using online distributors, and, of course, by making great music that touches hearts and bring their audience together, was how they did it. Sounds feasible don’t you think?

In short, cheaper recording equipment makes high-quality home recording easier. Streaming services and Social Media supply artists with an amount of data about their fans even major labels didn’t have in the 90s. Online distributors such as CDBaby or DistroKid will get your music to every online music platform. These are empowering changes for artists that put you in control of your fan-relationships, artistic work and income streams. You as a artist can now collect money directly from your fans leaving record labels and publishers out of the equation.

To summarize these three game-changing marketing concepts, make specific art for specific people. Create (enough) products that enrich their lives on a yearly basis. Spread your music by using insights from and community building features of streaming services and social media. Communicate with your fans by creating original content (artwork, photos, videos) that show your (artistic) personality. Set an aim on a sustainable yearly income. And, finally, sell your products to your (True) Fans.

With a world population of 7.8 billion people, if one in a million like your new jazz album that is 7.800 fans. Does that sound impossible?

Pieter Schoonderwoerd

Your Jazz Career

Find an empowering ebook on developing your artistic vision and writing a compelling artist biography here.

I’ve been coaching and educating jazz artists for years to achieve their creative and professional ambitions. If you are interested in a personal coaching session, you can read more about it here.

Continue Reading3 Game-Changing Marketing Concepts

The Antidote 3 : Six Ways To Maximize Your Income

This blog post on Your Jazz Career is part three of a series called ‘The Antidote’ which aims to strengthen your music career against sudden crises. In this article, I discuss six ways to maximize your income. Something unexpected will always happen. It prompts the question: how do you minimize the impact of these disruptive changes?

We all need an antidote for uncertain times.

Introduction

Understanding your income streams and seeing all possibilities for financial growth is vital for developing a sustainable career strategy. Especially now, when one major income stream – live-performance – has literally disappeared and, according to Harvard professor Marc Lipsitch, periodic lockdowns might extend well into mid-2022… How do you become less dependable on one source of income like performing? You could start by analyzing the different career paths available for jazz artists and researching the possible income streams related to those. To give you a head-start, I have formulated six paths in this article.

Let’s dive straight in and make your jazz career more crisis resistant!

6 Income Streams for Jazz Artists

I strongly believe that you cannot make sound career decisions without knowing your options. When I was teaching music entrepreneurship, students would often ask me what else was possible besides performing and teaching. Well… A lot! And, also a lot more within those two categories then you might assume on a first glance. Below the six categories you could use to expand your music career.

  • Intellectual Property (Composer/arranger, recording artist)
  • Performing (studio session-musician & live music session-musician)
  • Transfer of knowledge (teaching, writing/talking about music)
  • Social & Reputational Assets (Fan data, your network, your brand, awards)
  • Fundraising income (crowdfunding, grants, subsidies, sponsorships)
  • Online income: YouTube (4 ways to earn money with YouTube)

First off, as an artist, you don’t have to do everything. Let that be clear. Great work requires focus and time. So choose your career paths with care. In addition, realize that you have a full career span of 40+ years to diversify and learn. Don’t do it all at once in 2020.

Secondly, a lot depends on your personality. Your purpose as an artist and your strengths make some choices more logical than others. So, let these concepts resonate and read up on those categories that you find interesting. Take it from there.

1. Intellectual Property: Composer & Arranger

Adding the roles of being a (freelance) composer and arranger to your bag of skills is a great way to further maximize income. As a freelance composer, you do ‘work for hire’. It is a service business where your musical composition and/or recording should meet the needs and demands of your customers. Your clients could be video-game companies, film producers & directors, marketing content agencies, orchestras and conductors, among others.

How do you find your clients? After you have created your online portfolio (website, Soundcloud, etc.), you’ll have to be pro-active. Visit conferences, festivals in your line of work, join meet-ups, join specific online forums, try to meet the professionals you want to work with. In addition, it is a good idea to send your music portfolio to music libraries and publishers.

In general, income streams include mechanical royalties, public performance royalties, commissions (by another entity to create an original work for them), and synch licenses. For the latter, for example, you can license your music directly with an Instore Media Play company such as Mood Media or ScreenPlay. When you go to your local warehouse and hear music, it is licensed by one of these kinds of companies. That means an artist composed that music and took those previous steps. So can you.

Current composers such as Bob Brookmeyer, Maria Schneider, John Clayton and Jim McNeely show you a myriad of ways of earning a living from composing. They publish music books, conduct jazz orchestras, receive commissions, earn royalties, and give masterclasses. Study a few composers that you admire from different age groups. What kind of creative work do they put out? What are the related sources of income for these creative works?

In addition, offer your services to prospectivre clients on platforms such as Soundbetter or Fiverr. To connect you and your compositions or beats (idea?) with a publisher use platforms as Kobalt Music or Soundgine. Lastly, to sell your sheet music, you can use ScoreExchange.com.

What is going to be your next step?

Intellectual Property: Recording Artist

Most jazz artist perform live and release albums. Either as a bandleader or as a sideman. There are several ways of earning money as a recording artist. Sources of income related to commercial use of your sound recording are:

  1. Physical retail sales (record stores, Amazon, mailorder).
  2. Digital sales (Bandcamp, MP3s through Amazon, Google Plays).
  3. Merch (CD, Vinyl) sales at live shows – it can add up to 10-25% of that live-shows earnings.
  4. Streaming services (Spotify, YouTube, Apple Music, Deezer).
  5. Digital performance royalties (Internet radio) – are you registered at the corresponding PRO?
  6. Master use license for synchs, ringtones, etc.

Point 1 to 4 requires active promotion on your side. Do you have a plan for each of these different sources of income? From a good merch table and announcements on stage, to a Spotify playlist strategy. Pick a topic that’s relevant now, and try to improve the marketing aspect of it.

Streaming services are currently completely taking over and therefore vital to understand. How much do you already know about Spotify?

Streaming for Jazz Artists

In pop music, attention has shifted from an album approach to a focus on releasing singles due to the impact of playlists on streaming services. For jazz artists, the case in point is the State of Jazz playlist on Spotify. However, Spotify pays artists around $0,0049 per stream. (Read the amazing guide by Jeff Price on Spotify royalties for free here.) That means you will need at least 1.000 streams to buy yourself a flat white. It can add up, but for jazz artists, it should not be the main revenue focus. Unless… when you manage to get on popular Spotify Playlists and promote your gigs on it too. For tips for musicians to get more out of Spotify, I highly recommend the blog Work Hard Playlist Hard.

2. Being a performer

Already since the piracy era of the 2000s, performing (touring) has been the most important source of income for musicians. Either as a bandleader, side-man or salaried-player. In addition, most jazz musicians I know prefer to spend most of their time playing live music. Jazz is social music.

However, since performing is so dominant, especially for jazz artists, you really need a good strategy to maximize your income from it.

Some questions to consider. Do you play in one project only? Or three very similar ones? Do you play one specific kind of Jazz? Or do you move through all colours of the genre? And beyond jazz? What kind of venues do you play? For what kind of people? Are you using your full range of expression and artistic interests?

These are all questions to consider when formulating and setting goals for your specific performance career.

A Gig Overview

Let’s start with a gig-overview. What kinds of gigs are there? I’m sure I’m missing something, but these are the ones I could come up with.

  • Your own music gig (bar, jazz club, large music venue, festival)
  • Session-musician gig (other bandleaders, orchestras, big bands, theatre productions)
  • Tribute band gig (Tribute to Billie Holiday – a match for city theatres)
  • The Wedding/Corporate Gig (familiar repertoire, easy listening, entertaining)
  • Educational gigs (kids, teens, students – “What is Improvisation?”)
  • Theme gigs (Christmas, New Year, 70’s)
  • Support Act (low fee, potential new audience & network)
  • Showcase gigs (all about the network and potential new fans)
  • Other: Military, Cruiseships
  • Online gigs (hard to turn into a profit, more centred around community building, fanbase growth)
  • Busking on the streets (not right now though)

Which of these have you never done but would you find interesting? Do you know people that are active in that scene? Reach out.

And secondly, how do you actually earn money at all these gigs? You basically have six options: a performance fee, a salary as a member of an orchestra/ensemble, a transport costs refund, your merchandise sales, tour support (subsidies, record label), and your Performance Rights royalties (send in your setlist).

Are you aware of these six options? And what can you do to maximize your income from each of these?

3. Transfer of knowledge

One of the traditional income sources for jazz artists and still very important today is teaching. In general, the options are either to teach parttime or fulltime in five ways:

  • Private teaching: in a studio, at a music store, or at home.
  • Institutions: music school, in Secondary Education, university, or at a higher music education institution (conservatory).
  • Events: summer camps, after-school programs, for cultural organisations, creativity workshops, charity (nursing homes), speaker fees.
  • Masterclasses: as your professional reputation increases so will the demand for masterclasses by you. Highlight these as a service on your website and provide them either online or in ‘real-life’ at music institutions, colleges and so on.
  • Online: offer courses on Udemy or your services at Fiverr. Use Skype, Zoom or Google HangOut to teach long-distance. Additionally, subscription-based services are increasing in popularity.  These usually pre-recorded lessons are offered online with a monthly or yearly subscription. For example, see www.skillshare.com.

Besides teaching your main-instrument. What other knowledge could you turn into a paid service or YouTube video offering? Your knowledge of musical styles (teach music history)? Your knowledge of gear, music marketing, music theory, recording, … How can you maximize your income from teaching in a broader sense?

4. Social & Reputational Assets

An important source of (future) income are your Social Assets. The music business is a people business. Your network and the (online) data about your audiences are powerful assets. Understanding the needs and worldview of your fans will make your marketing and product-development a lot more effective. Also, your network of fellow creatives and your music industry network of promoters and booking agents, is the soil from which new opportunities arise. Invest in both regurly by being proactive and social. Visit conferences as Jazzahead, socialize with the programmers/staff at venues/festivals, send frequent newsletter updates about your creative work and accomplishments. It all adds up.

As a musician, you are also a brand – the public perception of who you are as an artist. An artist like Sun Ra – with his branding ‘from outer space’ – is an inspiring and effective example of how this can work for jazz artists. Branding is a core source of income, with revenues from branded merchandise (T-Shirts, Posters), Patronage support and fan funding (Kickstarter), Grants, YouTube Partner programs, product endorsements (corporate sponsorships) and more. Visualising your artistic identity in a clear and outspoken way will open up new sources of income and grow your audience. Need the next step? Research how (jazz) artists that you admire do their branding.

 

5. Fundraising for Jazz Artists

An opportunity many artists use to maximize their income, and, more importantly, to get great projects realized, is fundraising. There are different ways to do this, like organizing a crowdfunding campaign, applying for government funding & grants, organizing benefit concerts, and actively aiming for sponsorships (product endorsements). I cannot list all world-wide funds here. So instead, I will list a few interesting platforms to get you orientated on what’s out there.

6. Online sources of income: YouTube

When looking at your online assets as an artist, the main ones are logical: your website, Bandcamp, mailing list, social media channels and perhaps your blog/podcast. From social media, YouTube is potentially the most interesting. So to highlight one online platform here in more detail. There are four ways to make money with YouTube. You can receive:

1) Royalties for the sound recording owner (Audio/Master) collected by your distributor (CDBaby/Tunecore/etc).

2) Royalties for the content owner (Visual) collected by your Admin Co. (Admin Publisher company for example – like SongTrust, CDBaby Pro).

3) Performance royalties for the public broadcast of the song (PA royalties) collected by your PRO.

4) Mechanical royalties for the interactive stream of the song (Composition/Publishing) collected by your Publishing Admin Co.)

If you are interested in making videos and promoting your music through a platform like YouTube, then these four are great ways to maximize your income.

Those are six ways to maximize your income as a jazz artist. I hope a few of these possibilities resonate with you. If you have any questions, don’t hesitate to reach out!

Stay strong. Stay creative!

Pieter Schoonderwoerd

Your Jazz Career

Find an empowering ebook on developing your artistic vision and writing a compelling artist biography here.

I’ve been coaching jazz artists for three years to achieve their creative and professional ambitions. If you are interested in a personal coaching session, you can read more about it here.

Continue ReadingThe Antidote 3 : Six Ways To Maximize Your Income

The Notebook: Mindset for Jazz Artists

Mindset for jazz artists focuses on your general worldview and your attitude towards being a professional musician. Mindset is about the Inner Game. You take your mind everywhere. That fact alone should make it a top priority for continuous self-work and career advancement for jazz artists worldwide.

The Notebook: explanation

I got inspired by a sentence in ‘The Gift’ by Lewis Hyde, “to possess is to give”. It made me ask myself: why not start sharing notes and the process instead of only the finished end-result? So, that is exactly what this ‘The Notebook’ article is. Structured notes, rough sketches, and initial ideas on the mindset of high-performing jazz artists.

Why is Mindset a career cornerstone?

Your perspective on the world and on your career determines every action and every choice that you make. Perception shapes action. This perspective is called ‘Mindset’. Is your mindset working for you or holding you back? Transforming your mindset is the key to your success as a professional musician. That is why people often talk about the major impact of a paradigm shift. That moment when something ‘clicks’ and you move forward with more clarity and purpose. Your mindset influences what you see. And seeing gives you possibilities. Seeing gives you choices. Seeing makes your goals more clear. It all starts with your mindset.

Mindset for jazz artists: identity

Challenging your own worldview is vital for keeping up with an ever-changing reality. As Bob Dylan sang The Times They Are A Changin. Or as the Greek philosopher Heraclites said: “the only constant is change”. Therefore we would be better inspired by artists like Miles Davis and continuously adapt. Does your mindset as a jazz artist today require the same skills and knowledge as in 1940? Yes, many musical principles still apply. Craftmanship applies. We use the same 12 notes and scales. There is a common artistic ground. But genres develop and cross-fertilize. Defining what an artist was and acting upon it will work against you today.

Mindset for jazz artists: bypassing your lizard brain

For over 2.500 years people have asked themselves the questions ‘what constitutes a good life?’ And we hope to find a single principle for success, happiness and fulfilment. Unfortunately, this single rule doesn’t exist. Why? Over the past two centuries, we have created a world far too complex to understand intuïtively. On top of that, our brain still functions largely the same as during the Stone Age. We still have a lizard brain. And it’s more active than you think! Evolution doesn’t keep up with the fast pace at which our civilisation changes. Knowing all that, is the – often expressed by artists – maxim “Follow your heart” still good advice? With feelings and emotions changing by the hour, you might need something else. You need a mental toolkit fit for the current times. You need a better mindset.

Mindset for jazz artists: mastery

Working on the topics described here will have a fundamental impact on your life. Most people feel this deep-down to be true, but recoil from the introspection and self-work this requires. But just like learning an instrument, mastering your mindset as a jazz artist takes time and effort.

The good news is, you’re an artist. You know this already. Making art takes self-discovery. Mastery of an instrument requires overcoming many obstacles, both physical, emotional, spiritual and intellectual. Improvisation takes true listening skills, accepting others, dancing with chaos, … As you know as a professional musician; no growth without failure.

Mindset for jazz artists: purpose

A buzzword for quite some years now is authenticity. The term refers to “how much the work possesses original or inherent authority, how much sincerity, genuineness of expression, and moral passion the artist or performer puts into the work.” (Source: Wikipedia). The question arises, how do you create authentic art? Or live an authentic life for that matter. In short, by aligning both with your values and your purpose. This is your inner compass pointing True North. Formulating your purpose into guiding principles is a great way to bring clarity to your decision-making, your actions and your art.

Mindset for jazz artists: plural

There is not one mindset for jazz artists to achieve growth and career success. There are many concepts and transformational ideas to explore for jazz musicians to benefit from. Most often, they are presented as a dichotomy. This duality of opposite mindsets has a large impact on our behaviour. Often without knowing yourself from which we are operating at the moment. To become aware of these concepts will benefit you more than any other measure because it is your window on the world. Below a list of mindset concepts that could transform your approach to art and business on a fundamental level:

  • Fixed vs Growth Mindset: “A “fixed mindset” assumes that our character, intelligence, and creative ability are static givens which we can’t change in any meaningful way, and success is the affirmation of that inherent intelligence. A “growth mindset,” on the other hand, thrives on challenge and sees failure not as evidence of unintelligence but as a heartening springboard for growth and for stretching our existing abilities.” Source: https://www.brainpickings.org/2014/01/29/carol-dweck-mindset/). The passion for learning that jazz artists have (Growth Mindset) is often not our modus operandi in other areas of our lives. It leads to us saying “I cannot do marketing.” or “I am simply not entrepreneurial.” Since this is often unconscious behaviour, we are mostly unaware of the mindset we’re operating from. The impact however on our life and career is huge.
  • Scarcity vs Abundance: Stephen R. Cover first described this theory as “In life, we can choose between viewing the world as abundant or limited (scarce) in terms of love, relationships, wealth and resources.” As human beings we find ourselves switching between these two states of being often and subconsciously. It takes deliberate action on our sides to step back and analyse which mindset is at work. Are you worrying about there not being enough gigs, not enough music students, orchestra-positions, etcetera? Then the scarcity mindset is doing its destructive work… Results of having a Scarcity Mindset can be:
    • Feeling behind (success = followers/gigs/recognizion), which leads to comparison, jealousy and resentment.
    • Tunneling: a strong focus on solving that scarcity in the immediate term prevents longterm vision (tunnel-vision).
    • From a Scarcity Mindset you will see obstacles instead of opportunities which will decrease your chances of success.
    • Your sense of self-worth comes from comparison to others. Extrinsic motivation. To win means to beat others. This is countereffective, because a big part of becoming successful is sharing knowledge and useful contacts with others.
    Operating from an Abudance Mindset however, makes you think in a Win-Win. You can have enough guitar students and so can the other teacher in town, because you have your own specific method, different geographical location, and so on. Together you enrich and strengthen the town’s music education ecosystem. When you operate on a truly authentic basis, you have no competition.

Mindset for jazz artists: creativity

Creativity is at the core of an artist’s existence, but how much do you understand its inner workings?

  • Flow Theory: flow is the state of optimal experience, as described by psychologist Mihalyi Csikszentmihalyi. “The total immersion in a complex activity of creation that you are intrinsically motivated to pursue where your skill level meets the challenge at hand and time goes by to the point that you do not even notice”.
  • Writer’s Block: the problem is not your creative outlet. Writer’s block is a non-thing. Stop treating art as something else than work. As a professional musician, music is your work. You don’t wait for inspiration to happen. You show up at the studio and put your fingers on the keys. It’s about composing, not contemplating composing. There is something behind this perceived ‘writer’s block’. Do you have too high expectations? Is it your second album and are you fearful of the critics? Believing something gives it power. Stop believing in writer’s block, be honest with yourself about the real problem(s), and simply do the work. The Muses reward those that put the labor in. Trust yourself and surrender yourself to the process.

Mindset for jazz artists: productivity

Getting your work done as an artist can be challenging. Especially in the 21st Century with all those empowering tools at your disposal with regards to recording, communication, distribution and sales. It re-defined what it means to be an artist today. It also made it more complex and added opportunities to your music career that require new skills to be learned. Balancing all these different work dimensions and your other responsibilities in life can be daunting. Hence, the explosion of literature on Time Management. Here I’ll list concepts that might help you with prioritizing and managing your time.

  • 80/20 Principle: 80/20 Rule: also called the Pareto Principle. The 80/20 Rule states that most things in life are not distributed evenly. Translated this means that 80 percent of revenue comes from 20 percent of your clients. Besides business, it actually applies to most aspects of your life. For example 80 percent of negativity comes from 20% of the people in your life. Figuring out which 20% of your work generate the largest impact is vital for making better decisions on how to spend your time.
  • Priority is singular not plural. Having several priorities is counterproductive and not true. One action will always have the biggest impact of all. What is your single most important priority today or this week? Do that one first. Forget the rest, for now.

Mindset for jazz artists: fear

The journey of an artist compares best to being on one hell of a rollercoaster. Showing your work takes guts. Creating it can mean to come face to face with your inner demons and angels. There are many challenges to face prior to and during your creative process. Here you’ll find the most common negative mindsets for jazz artists:

  • Imposter Syndrome: facing your inner critic. Who am I to teach the guitar? I just finished my studies… Are you waiting for permission to start to insert dream? If yes, by whom? Choose yourself and accept the reality that nobody is 100% ready or qualified for important work.
  • Overcoming Resistance: The ability to overcome resistance, self-sabotage, and self-doubt is way more important than talent. (Steven Pressfield).
  • The Perfectionism Trap: as you know as an artist, 100% perfection doesn’t exist. In fact, aiming for it is is more likely to stop your creative flow. Instead, focus on doing it well enough (80%) and getting it out in the world. Do you want to learn (Growth Mindset) or do you need affirmation (Fixed Mindset)? Focus on the process and just launch your project. Don’t give fear and resistance a change.
  • Fear of rejection & criticism:
  • Fear of bad ideas:

Mindset for jazz artists: show your work

You have recorded your album, done your international tour, released your EP or created your drum academy website. No more mental challenges, right? Wrong. Besides overcoming fears during your creative work, there are also common problems all creatives face after their work is done. Here certain mindset skills come into play. Especially, once you have been through the circle several times, and start to notice the similarities in the experienced emotions.

  • Resilience: when in pursuit of one’s passion and by experiencing your career as a ‘calling’, musicians show incredible resilience in the face of many challenges (research by Psychologist Sasha Dubrow). Musicians work hard because of their creative work and because their goals give them meaning.

Mindset for jazz artists: suffering artist

We all have assumptions. Things we take astruth, as the way the world works. Opinions on what a true artist or ‘real’ jazz is. Below, you will find the most commonly held ideas about being an artist that might limit your potential. Things you never questioned or followed the group consensus in. The stuff songs are written about and blog posts trying to limit the damage are made of.

  • The Suffering Artist. This is one of the great art killers of past and present. The myth of the mad and suffering creative genius personified by painter Vincent van Gogh or writer Virginia Woolf. Yes, we draw inspiration from suffering and meaningful art is made of it. In my view though, the more artists suffer, the less art gets made. Stress is a proven creativity killer. In addition, according to psychological research, creativity stimulates happiness and well-being which should lead to the opposite state of mind.
  • The Starving Artist. This myth has several faces. The general conception that artists per definition are poor. Hence, parents encouraging their kids to rather study engineering instead of the saxophone. However, linear career paths are scarce today. Creativity, adaptability and leadership are what’s needed. Attributes jazz artists have trained since day one. Another side of the coin is the complicated relationship artists themselves have with earning a good income and words as commerce and business.

Mindset for jazz artists: exclusive creativity

Writing art with a capital A. Putting art on a pedestal. Attributing art and creativity to the sole domain of artists. There are many mental traps when thinking about art. These create often unintended damaging side-effects to yourself or our jazz culture at large. Below a list of common traps for jazz artists that might ring a bell.

  • Creativity is solely the domain of the Arts. Clearly, creativity is part of the artistic process of artists. However, several authors, such as Astrid Baumgardner, highlight that creativity is, in fact, an essential 21st Century skill for problem-solving and generating new ideas. The medium and end-goal might differ, but an entrepreneur and jazz artist can both be creative. So can a plumber and an accountant. Creativity is a human skill. According to some scientists, it is, in fact, the sole aspect AI will have a hard time replacing humans with.
  • The Eureka! Moment. The light-bulb became the symbol for a flash of genius inspiration. Started by the myth of Thomas Edison developing the light-bulb out of thin air. In reality, Edison built on the work of many scientists before him. This myth highlighted the worth of inspiration and downplays the reality of hard work and slow progress. It gave artists – and everybody else that creates – the biggest excuse to not do their work: “I don’t feel inspired today.” Or as Seth Godin says: ‘You can’t have good ideas unless you’re willing to generate a lot of bad ones.’ The act of sitting down to compose is what will bring good ideas forth. Jazz is about mastery and ‘standing on the shoulders of giants’. Art is a verb. That’s why almost all the great jazz artists that I encounter are very humble. They understand the lineage and origin of their ideas and are grateful to all lessons learned from past and present masters.

Pieter Schoonderwoerd, Your Jazz Career

Find an empowering ebook on developing your artistic vision and writing a compelling artist biography here.

I’ve been coaching jazz artists for three years to achieve their creative and professional ambitions. If you are interested in a personal coaching session, you can read more about it here.

Continue ReadingThe Notebook: Mindset for Jazz Artists

The Antidote 2: The four roles of a recording artist

This fourth blog post on Your Jazz Career is part two of a series called ‘The Antidote’ which aims to strengthen your music career against sudden crises. Something unexpected will always happen. It prompts the question: how do you minimize the impact of these disruptive changes? We all need an antidote for uncertain times.

The second music career strategy in this series is about managing your four different roles as a recording artist. When dealing with copyrights you are in fact a composer, performer, publisher and record label all in one. This article highlights the importance of composing your own work vs being a studio session musician. Additionally, I sing some praises for being a DIY publisher.

Creative Assets: Recordings

As a jazz musician, the two most common assets are your performances and recordings. Managing your creative assets well will generate future and passive income. Passive income is income generated in perpetuity requiring minimal to no action from the recipient which leaves more time for other things, like making music. Hmm, sounds like a good topic for a future blog post 🙂

Over the years your albums form a body of work, or in other words, your artistic portfolio. This is who you are as an artist to the outside world. This portfolio will attract fans promoters and press, which will generate more opportunities and income.

As a coach and venue director, I’ve seen the difference it makes to the careers of jazz artists that manage their portfolio (discography) well and those that don’t. Applying a long-term approach by carving out new creative assets makes your career in the long run more sustainable and profitable. Your body of work – a so-called tangible asset – starts to speak for itself. You will have more merch to sell at performances. Copyrights – a so-called intangible asset – will start to exponentially multiply your income streams. Promoters will trust your quality of work and will book you more often. Record labels prefer signing artists that are songwriters. Finding an artist manager will be easier when you sell annually 10.000 records than when you have only one album to sell from 2011. And the list goes on.

Managing your creative assets as a jazz artist is vital. Now, from this introduction, let’s analyse being a recording artist in more depth.

A short introduction to music publishing

As a DIY professional recording artist, you have four roles to fulfil. Each of these four roles requires separate knowledge and skills and will have a major impact on your potential future earnings. As a recording artist you are in fact a:

  • Writer/Composer
  • Publisher
  • Artist/Performer (Studio session-musician)
  • Record Label

How did I come to these four roles? There is a legal basis for this in international copyright law.

The definition of a sound recording according to the U.S. Copyright Office is: “A work that results from the fixation of a series of musical, spoken or other sounds, but not including the sounds accompanying a motion picture or other audio-visual work.” This would translate concretely into the master-mix of your recording. This is your intellectual property as a musician.

A song has two important aspects:

  1. Composition (melody + chords) – the PA copyright (performing arts)
  2. Sound recording of a composition – the SR copyright (sound recording)

Both the composition and the sound recording each have two legal stakeholders:

  • Composition: the Writer/composer and the Publisher
  • Sound recording: the Artist/Performer and the Record Label

In the core, the difference between a record label and a publisher is that a publisher links song to companies and other artists. Its catalogue is songs. Music publishing is the commercial exploitation of a composition. A record label links artists to audiences. Its catalogue is artists, which is called a labels’ artist roster.

Jazz & Composition rights

Jazz can be a bit tricky when it comes to ownership of the composition. In an art form based on instant composition and group interplay, how do you determine the copyrights? Sometimes a bandleader might only bring a sketch to the session, like Miles Davis famously did on Kind of Blue. The groupmembers then add their colors and choices to construct the final composition together as ‘co-composers’. Basically, you have two choices. The most used one is asking your fellow-musicians to sign a copyright agreement before entering the studio. Ideally, it not only addresses how shares of the music will be divided but also clarifies issues such as ownership of the group’s name and recordings. Another legal route is to create a ‘Joint Work’. This means: “work prepared by two or more authors with the intention that their contributions be merged into inseparable or interdependent parts of a unitary whole.” Here you judge the final result afterwards and assign copyrights to those musicians that made an important contribution to the final composition as co-composers. This will be divided in equal parts. The latter strategy can be murkier. My advice would be to always start recording with clarity on the business aspects. (Sources: JazzTimes and Lawyerdrummer.)

Writer/Composer vs Artist/Performer

Here I separate being a composer or performer in the recording context as individual careers to visualize its potential long-term financial impact.

Being a session-musician

The term ‘Artist/Performer’ means the studio-performance by the musicians needed to record the song. As a career choice, it translates to being a (fulltime) studio session-musician.

There are many jazz musicians who don’t compose their own music but work as session-musicians.  Playing standards is a beautiful jazz tradition and there is so much amazing music to choose from and reinterpretate. I get it. However, with physical record sales being low, income derived from records doesn’t justify anymore huge recording budgets.

As a musician for hire you will mostly earn a flat fee for your services. Unions organize rates for musicians, but despite their best efforts, you’ll often encounter a €25 p/hour rate. A far cry from the fees your predessors earned in the 1980’s.

Legally you are entitled to any royalties generated from the use of these recordings. That is why the producer or composer will ask you to agree to a flat session fee and sign a session musician’s release (copyright agreement). Which are common practice and the industry standard. This means zero future income from record sales despite your great solo making all the difference. The famous example in question being Van Halen’s guitar solo in Michael Jackson’s rock tune ‘Beat It’. You guessed it, Eddie literally got zero dollars after its release but, of course, eternal glory.

Want to find out more about becoming a Studio-Musician? Read this article at Careers in Music.

Writer/Composer

Being a composer who owns their own copyrights puts you in full control of your music and its commercial usage from which you will receive a 100% of all related earnings. You should aim to build your own creative assets (albums) to generate future income (royalties). That way you build a passive income stream from streaming, album sales (digital/physical), licensing your music and more.

So, be a session-musician. You will grow musically, expand your network of artists, producers and studios, and will have an additional income stream. However, don’t make it your only career choice. Also develop your composition skills and start recording your own music.

Being a DIY Publisher

Most artists only think about signing with- or starting their own record label. However, that is only half of the story and of your potential income streams. The other half is related to music publishing. And, music publishing is one of the least understood, and most important, aspects of music business.

It is about protecting your work (copyrights), affiliating with several PROs for different royalties (Performance Right Organisations), clearing your songs (so they are registered and findable online for potential users), and perhaps even starting your own publishing company when outside interests in your work grow to a significant level.

I recommend any artist to begin their music career this way and learn about self-publishing. Later on, you can decide, based upon a deeper understanding of music publishing how and with whom you will partner up.

Repeat this mantra after me: “I will diversify my income streams and will build creative assets.” Now, repeat it again.

TIP: need an easy to read guide into the complex world of music publishing? Read “The Plain & Simple Guide to Music Publishing” by Randall D. Wixen (4th Edition, 2020). It’s down to earth, up-to-date, a fun read and it has a chapter on DIY.

Pieter Schoonderwoerd

Your Jazz Career

Find an empowering ebook on developing your artistic vision and writing a compelling artist biography here.

I’ve been coaching jazz artists for three years to achieve their creative and professional ambitions. If you are interested in a personal coaching session, you can read more about it here.

 

Continue ReadingThe Antidote 2: The four roles of a recording artist

Role Management for Jazz Artists

In this post, I show you how time-management is actually role-management in disguise. Understanding the different roles in your music career and personal life will strengthen your decision-making and productivity. Furthermore, you might have an outdated concept of what an artist is and does which is working against you.

Read this post to find your ways of balancing and managing these roles more efficiently.

Words are powerful.

We use on average around 27.500 words as an adult. We give these words meaning through our specific worldview, by the culture we’re part of and the Zeitgeist we live in. Sometimes vital words get cemented in meaning when we are teenagers and remains mostly unchanged and unchallenged through adulthood. Often, we find ourselves even today unaware of how these often narrow and out-of-date definitions impact our current concept-of-self and decision-making on important matters.

Without asking you to analyse and reshape your entire worldview, let’s take a closer look at one specific word: artist.

I Am An Artist

During your teens and young adulthood, you probably build an image of what an artist is and does. Do you remember yours? Depending on your expectations built on this image, attending music academy and experiencing the reality of being a professional musician was somewhere between a smooth proces and a total shock. Expectation-management they call that. For young artists, a more correct term would probably be Dream-Management.

Maybe you had musical idols whom you saw live, read interviews about, hung posters of in your bedroom or watched videoclips of. Is it safe to say that you developed an idealised version of their lifestyle and career?

On the bright side, if we are similar in this sense, it got the fire burning and got you on the track of becoming an artist.

Turning Pro

Great so far, but it has a downside when turning Pro.

Defining yourself as an artist is a statement of identity. An artist creates art. At first glance, it brings clarity and purpose to your actions. But, on further exploration, it also creates a dichotomy between Art and Everything Else. And that Everything Else is where the trouble starts, because that second part makes the full story of being an artist.

What it means to be an artist today

The technological advancements of the last decades gave artists unparalleled independence. Now, you as a DIY jazz artist can obtain tools for distributing your own music, building a fanbase and recording your music in high-quality at home, just like Jacob Collier. And all this and much more, for a fraction of the investment this would have cost less than thirty years ago. Empowering developments indeed.

However, on the flipside, it also means that previously separated responsibilities shifted from the specific professionals (cg. publicist, distributor) to the artists themselves. This is possible because platforms changed. From a physical press kit to a website/EPK, from MTV to YouTube, flyers and billboard to Social Media, FedEX to Mailchimp, and from physical global distribution to Spotify.

Artists are now in control of their own platforms and it changed what it means to be an artist.

Did your definition of being an artist catch up to this current reality?

Role Management

I prefer the word role over task.

Tasks are chores. Things you have to do. They can feel external. Not a part of who you are and what you (want to) do.
Roles, however, are personal. Roles are parts of who you are. That gives them meaning and makes them essential to being you. It makes them easier to accept and harder to ignore.

So, what are your basic roles as an artist to balance and perform?

Three Main Roles

I recommend distinguishing three main identities when analysing your different roles. You as a human being.
You as an artist.
And, you as a business.
Each of these interconnected identities has different fundamental needs, goals and relationships.

For you as a human being, the ‘7 Dimensions of Wellness’ offer a clear starting point with which to build a holistic sense of wellbeing. These seven dimensions are: Physical, Emotional, Intellectual, Spiritual, Social, Occupational (Financial) and Environmental. At some point, neglecting any of these dimensions for too long will get you crashing down. So yes, reading a good book (intellectual), doing sports (physical) or spending time with your friends (social) matters. Make these priorities in your life and allocate time for them. Not only your work needs planning.

For you as an artist, to be fulfilled and successful, you need to create (great) art. Which requires you to, among other things, rehearse, perform, record, compose, write lyrics, and do artistic research. Most of these need larger blocks of time to be effective, like composing for 4 hours.

As a professional artist you are also a business. Most jazz artists are registred as Sole Traders and operate as a mix of being a freelancer (services for hire) and as an entrepreneur (cg. starting your own music school). According to the Business Model Canvas, as the CEO of YOU, there are 9 building blocks to work on. These are: Customers, Value Provided, Channels, Customer Relationships, Revenue, Key Resources, Key Activities, Key Partners and Costs. Understanding these building blocks in your specific business will give you an overview on which to prioritise your daily work. To explain the Business Model Canvas in more detail is beyond this blog post. However the below video is a great introduction to this powerful and visual method.

The Balance Myth

I know. Balance in life is a myth. There is no way that you can keep all these dimensions balanced all the time. Things happen. Like Corona. And we’re not machines that can dutifully carry-out our daily routines 365 days a year. I also believe in the healing power of ‘doing nothing’, daydreaming and aimlessly wandering around. Not every single action and thought needs to have a purpose.

However, to be a professional artist means making a sustainable living of your art and related strengths. These foundational building blocks are what will enable you to create art. To be an artist with all your creative strengths at your disposal. Therefore, taking care of your human needs, artistic needs and business needs should be non-negotiable. In fact, why don’t you call these dimensions non-negotiables? Things you have to do to be you. That way, you will have a music career and a family. Or, a music career and a healthy body … You get my point.

Time-blocking

Create a week plan with blocks of allocated time for these different roles in life. This technique is called Time-Blocking. For time-blocking to happen effectively, it’s important to know yourself and what times throughout the day would work for you in order to best fulfill that specific activity. As an artist, it’s important to experiment until you have a good idea of when you’re most creatively productive. Once you figure this out, you can plan the rest of your daily activities around these times.

Pieter Schoonderwoerd
Your Jazz Career

Find an empowering ebook on developing your artistic vision and writing a compelling artist biography here.

I’ve been coaching jazz artists for three years to achieve their creative and professional ambitions. If you are interested in a personal coaching session, you can read more about it here.

Continue ReadingRole Management for Jazz Artists

The Shape Of Habits To Come

In this post, I’ll discuss how building empowering habits into your professional life will get you through challenging times. Understanding your Circle of Influence and spending less time on your Circle of Concern will strengthen your proactive mindset and self-confidence. We can all do with some confidence and clarity these days.

With festival cancellations, jazz clubs closings, and countrywide advisories to stay home in quarantine, jazz artists face perhaps the biggest challenge since the 40’s when the Germans decided they preferred Wagner over jazz music and put the whole genre ‘in quarantine’.

This blog post is for all you jazz artists that are feeling overwhelmed and unable to shift gears.

Time to build better habits

We don’t have to all start singing “Always look at the bright side of life“. Corona is having a real negative impact on the jazz sector and the cultural sector at large. I am not denying that. I simply want to try to figure out how to make the best of it.

Often when occupied between work and family obligations the balance in life gets lost. To be at your most creative, to feel confident enough to start something new and to truly give to others you need good habits. Habits that recharge you and re-centre you.

When I lose track of those empowering habits things go south fast. For example, in 2018-19 I lost myself in my work. By obsessively working 7 days a week slowly my creativity diminished, tunnel-vision reared its ugly head and sirens started singing their burn-out hymns. On top of that, time for things that truly mattered seems to be more and more sparse. Like time to play music, time for sports and time for my friends and family. It really is a downward spiral and the reason many seemingly successful people are actually feeling miserable. They, like me in those years, are successful in only one vital dimension of their life… However, it’s not too late to change your behaviour and start new habits.

Cultivate your inner fire

Instead, cultivate your inner fire. That flame of creation attracts people to you and your work. That fire that gets you up in the morning to make a cup of coffee, grab your guitar, compose and plan your next album.

How do you keep the fire burning? Well, how do you keep your heart pumping? Is your mind sharp? Are your emotions stable? By investing time in each of these dimensions on a weekly basis.

So these weeks or months of COVID-quarantine, spend time on your emotional self, your physical self, your mental self and your spiritual self. Read a good book, go cycling, phone your mother, study something new that you always wanted to learn, thank somebody that made a difference in your life, sleep eight hours, read Siddhartha by Herman Hesse or any other spiritual book that has your fancy, try eating vegan for three days, breath deeper or start writing a song each day.

Giving your four selves sufficient attention is, in the end, the most productive thing you can do. It will bring more clarity and guide your actions towards a better place. A place out of this Corona mess.

Right now, to bring this into practice myself, I make daily long cycle tours with my girlfriend, cook something new, started writing blog posts, expand my mind by reading The Gift – a classic for every artist to read by Lewis Hyde – and I am learning a new skill: website design.

So, what will you do to keep your fire burning?

You Can’t Stop Corona, But You Can Start new habits

Have you read The 7 Habits of Highly Effective People by Stephen R. Covey? It packs some deep insights and practical tools on how to deal with uncertain times like these. In my modest view, it is the best business book ever written. My tip of the day 🙂

Many people get anxious about things that they cannot affect. Fear can cripple us and cloud our decision-making. It’s been always like that.

The Stoics – some 2.000 years ago – formulated a core principle for achieving “tranquillity”. According to philosopher Epictetus, we should always be asking ourselves: “Is this something that is, or is not, in my control?

Another great quote by him is: “It’s not what happens to you, but how you react to it that matters.

Read more on Covey’s 7 Habits here.

Expand your circle of influence

Author Stephen Covey was inspired by the Stoics and wrote about the things that affect you, and the things you can affect. He visualised this into two circles:

  1. The Circle of Concern
    includes everything that affects you and is outside of your control. From corona to the government, shifting global music trends, the environment, if people will like your music or the economy. These are things that happen to us.
  2. The Circle of Influence
    includes all things you can affect through your actions. Like what you buy, what you read, what instrument you play, which gig you say yes to, which friends you spend time with, what food you eat, etcetera. These are things you internalise, such as your worldview, attitude, spirituality, habits and goals. Ideally, these actions are based upon your most important principles.

Of course, there will always be more things out of our control. We’re not masters of the universe. But how do you deal with these externalities?

Are you reactive or proactive?

When I feel overwhelmed with life there is a good chance I am focusing on issues I cannot control, issues within my Circle of Concern. Taking a step back to evaluate this can change these feelings and provide a course of action to expand my Circle of Influence.

Covey separates in this ‘circle’ context being reactive from – the desired – being proactive.

Reactive people focus on issues in their Circle of Concern. Which right now would be the Coronavirus. Reactive people are often influenced by their physical and environmental surroundings. If it rains, they feel bad and if people treat them well, they feel good. This attitude increases feelings of helplessness, stress and causes anxiety.

Proactive people take responsibility for their own lives. They focus on issues they can influence. These are their own actions and thoughts. By acting upon your Circle of Influence you actually expand this circle. You make it bigger and leave less space for your Circle of Concern. Doing this will make you more confident, more creative and will make you feel more in control.

That means you have to do two things:

  • Realise what issues are actually in your Circle of Control.
  • Examine what issues – concern vs influence – you spend most of your time on and adjust accordingly.

By spending more of your time on your Circle of Influence you focus your attention and efforts where you can make the biggest difference.

What can you do today to act upon your Circle of Influence?

Acting upon your Circle of Influence means taking (as much as possible) responsibility and control for your own life. Try doing any of the following things:

  • Set goals and turn them into actionable and achievable steps.
  • Act upon above-set goals. Create music, compose, rewrite your artist biography, create an art manifesto, make a three-year career plan …
  • Turn the above actions into productive habits
  • Ration your news and social media intake. It makes your Circle of Concern bigger, which is the opposite of what you need. There is a difference between being informed and being obsessive.
  • Take a step back and look at your big picture. Are you still aligned with your purpose/personal mission? If not, what could you do these weeks so that your inner compass points True North?
  • Start each day by asking yourself ‘What is in my control?’ What change can I make today to expand my Circle of Influence?
  • When you do get anxious, analyse your fear. Is it based on your Circle of Concern or on your Circle of Influence? If it’s the first, is there something you could do that would make you feel better about it?


Pieter Schoonderwoerd
Your Jazz Career

Find an empowering ebook on developing your artistic vision and writing a compelling artist biography here.

I’ve been coaching jazz artists for three years to achieve their creative and professional ambitions. If you are interested in a personal coaching session, you can read more about it here.

Continue ReadingThe Shape Of Habits To Come

The Antidote 1: Diversify Your Live-Music Projects

Welcome to my first blog post! In this post, I explain how to diversify your music career and explore how to grow your creative assets to become more successful. It is a heartfelt plee for diversification. By diversifying your creative assets you spread your financial risks and make your career more crisis resilient. A usefull antidote for these uncertain times.

Crazy times

What a crazy time to be writing this first blog post. Certainties evaporated quicker than a Charlie Parker solo. Music performances in the Netherlands are cancelled until June 1st (2020) and my music industry peers are freaking out. As a jazz artist, you’re probably right now, just like me, thinking about the personal consequences and the impact of the Coronavirus on you and your loved ones. However, there is an opportunity in crisis if you choose to see it. Your empty agenda offers something of real value: time. Time to reflect. Time to be in the now and create with more focus. And, time to look forward and build a more crisis resistant tomorrow.

Unexpected things happen

Be it Corona, automation, shifts in music, consumption trends, AI, political cutbacks on culture, financial crises or falling down the stairs … Many things can happen to you as a cultural freelancer. It prompts the question:

How do you minimize the impact of these disruptive events or developments?

People differ. You. Me. We all have a distinct personality, vision and create art and businesses with different purposes in mind. Therefore, in the coming weeks, I will highlight different approaches for you to build a more sustainable and crisis resistant music career. Let’s call them antidotes for uncertain times. Maybe all of these concepts will resonate with you. Or perhaps only one. However, my advice is to pick one concept today and to use these months to take action. As Goethe said: “Whatever you think you can do or believe you can do, begin it. Action has magic, grace and power in it.

Antidote 1: Diversify Your Live-Music Projects

Do you know those artists that only have one artistic project? That piano player with his quintet that performs his own music five times per year. Don’t follow in their footsteps. Instead. Be. Like. Brad.

Brad Mehldau has a trio. Every four to six years they release an album. Why? Besides the artistic exploration and creative fulfilment there is a solid business reason. An album is a catalyst for commercial momentum. Promoters, booking agents and venue/festival programmers all get very excited when the news hits the streets. They know that an album means new music, more media attention, an album release tour with a supportive PR campaign, and greater audience interest. In short, they prefer to book artists around their album releases. Now, if you have only one art project. How many albums are you going to release this decade? Be honest. Three? Maybe four? If it is three, that means that for three times a year for a period of 3 to 6 months you will be a booking priority for venues and festivals. Those other 8,5 years you are lower on their priority list which will result in fewer bookings and therefore, less income from live music.

Diversification increases your commercial appeal

To avoid that scenario, your aim should be to join or start several music projects which, ideally, release their albums in different periods throughout the year(s). Check the discography of Brad Mehldau. Do you see the variety of music projects? This creates the opportunity to strategically release and tour throughout the year.

Release your duo album in September 2020, your trio album in February 2021 and your neo-soul band debut in October 2021, … You get the point. This way, you always have a project with artistic- and media momentum leading to more tours and a steady performance income.

Some advice to avoid (creative) burnout, don’t be the bandleader in all of them! Be in a few where somebody else is in charge. That way you keep time to focus on your own art and career.

Diversify your niches (markets)

All venues are not alike. To generalize, a city theatre needs storytelling. A pop festival needs high energy. A jazz club needs intimacy and craftsmanship. A wedding gig needs recognition. Etcetera.

Following that same logic, neither are all music lovers alike. People love different niches and the lifestyles associated with them.

And, when you’re honest with yourself, you probably also have more than one musical interest. What happens when you mix these three realities into one career strategy?

Create contrasting projects for different markets

Picture yourself having four creative and contrasting projects. Each for different markets (venues, festivals) and audiences. To give you four examples:

  • Play jazz & pop festivals with your “The Comet Is Coming” type of project for younger “pop” orientated audiences.
  • Play city theatres to mainstream audiences with “A Tribute To Miles” to introduce jazz to new audiences.
  • Play jazz clubs with your ECM-style jazz trio for jazz lovers.
  • Play abroad by a creative collaboration with an artist from that country and mix your audience with theirs.

Diversity has many advantages. From getting more gigs, exploring different sides of your artistic personality, to building a larger music industry network. Why stick to one musical niche as an artist? Diversify your creative output by leading and joining several music projects aimed at diverse markets for different kinds of music lovers. Ask yourself:

Which artistic interests are you currently not exploring?
Which music scenes do you feel connected to?
Do you know artists in those niches?
How could you start?

Take the first step!

Pieter Schoonderwoerd
Your Jazz Career

Find an empowering ebook on developing your artistic vision and writing a compelling artist biography here.

I’ve been coaching jazz artists for three years to achieve their creative and professional ambitions. If you are interested in a personal coaching session, you can read more about it here.

Continue ReadingThe Antidote 1: Diversify Your Live-Music Projects