The one thing that can easily get missed in the frenzy of gigging, social media posting, and email marketing is having conversations.
The music industry is a people business, and the more you engage in the right kinds of conversations, the more opportunities you will land for yourself.
So, what conversations should you be having?
Open mic hosts and attendees
Artists commonly make the same mistake at open mics that most college students do at school.
College students think that their performance (their grades) is what matters at school, just as artists think that their performance is what matters at an open mic.
But the most important thing you can do at college, and open mics, is make connections. Your network is your net worth.
Many venues won’t even give you a gig unless you attend and perform at their open mic, and that’s saying a lot already.
Either way, if you prioritize making connections and building relationships at open mics, I promise you will be miles ahead of most (because others don’t do this).
Making connections is a good way to ensure you’ve got opportunities lined up months and years down the road.
Just so we’re clear, though… Most people take this to mean “Say hi to everyone once and run off to never come back.” No, don’t do that.
You want to take your time, attend the open mic over the course of at least three to six months, and offer compliments, shake hands, and exchange emails or numbers with hosts and performers.
These types of connections can easily lead to thousands if not tens or even hundreds of thousands of dollars in gig revenue over the course of a few years.
Band leaders
Artists tend to think that exchanging information with “competing” bands or artists is a bad idea. But it’s just the opposite.
Sure, you may run into the occasional jerk who doesn’t want to tell you anything…
But getting to know band leaders in your local scene (and beyond) works greatly to your advantage.
Why is that?
Well, band leaders must have a finger on the pulse of the local music scene, especially venues. This makes them a great source of current, relevant information.
Further, if one of their bandmates can’t make a gig, they’ll need to be able to find a replacement at the snap of a finger. So, they must fill their rolodex with capable musicians.
Or, if they come across a gig that wouldn’t be a right fit for their band, but they can think of a great solo artist or duo that would be the right fit, they could recommend them.
Are you connecting the dots?
Getting to know band leaders can lead to many opportunities, especially if you make a great impression on them. You may get recommended to certain venues, you may get to fill in for one of their band members, and down the line, you may even be invited to join their band.
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Bloggers, podcasters, and YouTubers
You may feel like some of these people are out of reach. But you’re missing the point if you think you’re supposed to connect with Stevie T or Davie504.
There are people in your locality who are looking for interesting things to cover in culture. They’re not well-known, and it may take some digging to find them, but they are out there.
You might just be surprised to find they are among the audience at your gigs.
It’s not unusual to have a blog, podcast, or YouTube channel anymore. Plenty of people do. And everyone with a side hustle is looking to grow their listenership, viewership, subscriber base, or otherwise.
I’m not saying you should go out and tell everyone to interview you. What I’m saying is – bring something of interest to the table for discussion. Create an opportunity. And be willing to promote the interview or collaborative content once it’s out there.
Getting noticed in local media can easily be dovetailed into more significant publicity. But it usually doesn’t work the other way. So, start small while thinking big.
Studio owners and producers
Naturally, it’s a good idea to connect with producers because you just might be able to land a timely “friend discount” when you need it most (e.g., for your next demo).
But beyond that, producers are often musicians themselves. And if they are, they may already be playing an active part in the community, attending open mics, playing gigs, and more.
After all, what’s the best way to fill your schedule as a producer? To be around musicians as often as possible!
It’s been my experience that connecting with studio owners and producers can lead to cowrites, collaborations, session playing opportunities, and yes, even live performances.
But if they don’t know you, and they don’t know what you’re capable of, they’re not going to shoot you a DM out of the blue. Be the leader and make the connection.
Photographers, videographers, and stylists
Besides the obvious benefits of having someone to call on when you need some new photos or music videos (and the possibility of getting a “friend discount,” of course), connecting with skilled visual media people is to your benefit because:
- They may be able to help you with your website branding
- They can help you create your EPK
- They may be aware of opportunities you’re not
- They may have connections you don’t
- And more
Different forms of creativity go together, and as John F. Kennedy liked to say, “A rising tide lifts all boats.” When photographers do well, journalists do well. When journalists do well, musicians do well, and so on. Support those around you.
More than likely, you’ve already seen visual media people out and about at gigs, festivals, events, and more. Don’t get in their way – but extend a friendly “hello” and get to know them, because they are allies in the advancement of your art.
Closing thoughts
At the end of the day, every connection you make is to your benefit.
Certainly, you may come across some shady characters or emotional vampires along the way.
But for the most part, people are amenable to helping others and sharing their expertise.
So, don’t worry too much about making the wrong connections. Get out there. Smile, shake hands, and leave plenty of room for others to share. Be a good listener. You’ll be amazed at the doors that open for you.
