So now that you've (probably) identified yourself as an independent musician, how can you make the most of the cards you've been dealt? I've learned a few things from the music marketing course that I took earlier on in the spring/summer. While the course was more aimed at musicians in the popular music sphere, I think that they still apply to classical musicians. I've taken the main points presented by the class and modified the specifics for a classical independent musician.
Be Accessible
Some of the best musicians I've met have locked themselves in the practice room all day. I think we all know someone who thinks that the only part of being a successful professional musician is playing really well. While practicing is important, locking yourself up alone in a room all the time doesn't help anyone know who you are and how to hire you for a gig. If people don't know who you are, they can't hire you.
Also, when looking for musicians for my wedding (coming up in less than a week!) I found that I was much more confident hiring a musician who had a website or information about themselves online. I ended up hiring the pianist who had clips of himself on Youtube. I looked for a website, but none of the pianists had one. Saying that you're a proficient musician only goes so far. It seems to me that showing someone would be much more convincing.
Be Personal
Big-time musicians don't have time to connect with fans and people who hire them for gigs. They spend money on advertising and hope that a potential consumer feels a connection to the band through that ad. I don't know about you, but I don't have the money for a big ad campaign. The way to getting around this, as I learned in my class, is being personal with the audience. When my band, The Atlantic Brass Band, sold raffle tickets for the opportunity to conduct the band at the end of the concert, we made a good amount of money. The concert goers feel connected to the ensemble after a personal experience like conducting a song. People who have a personal connection are much more likely to come and see the band again.
Be Creative
In our course, we learned about one creative band that asked the club they were playing at if the bouncer could use the band's stamp that night instead of the usual "X." The stamp had the band's website on it. The next morning, hundreds of people woke up with free advertising on their hand. Independent musicians don't have the money to splurge on big ads, but they can creatively advertisements can come in many forms, and many are free. In my class we learned to think about your audience, what makes them happy, and how you can reach them without spending money to put a paper ad in their face.
These are just three of the benefits that independent musicians have over ensembles or musicians who use the traditional music business model. If you have any ways that you or your band have put these to use, I'd love to hear about them in a comment!
