Diversity by Stoneman on The Pipeline at IndieMusicPeople

Diversity
There are many schools of thought in regards to achieving high levels of success in the music industry. Most methods are considered tried and true if an artist has used it and made it to the top of the billboard charts. However, I believe that there are many levels of success in the music industry. I, for instance, would not be considered successful at all by artists and companies on the top of the food chain. But to many artists who have not achieved some of the things I have achieved, my knowledge and experience is beneficial.
So, I decided to share some of the strategies I have used to accomplish a few things in the industry. From day one my main strategy has been “diversification”. I believe that the more things I am capable of producing skill wise and musically, the more opportunities that may arise for my catalog of songs.

Diversity In Music: Many artists get stuck in one thing. They perform one genre and have one purpose. There is nothing wrong with that if that is all you are really capable of or are willing to pursue. However, when you are only doing one genre or have one purpose, your options for success become a lot more limited. Some artists are genre purists that will try to make you feel guilty for doing more than just (for instance) Rock, Blues etc. I have always considered that to be a very restrictive perspective that could possibly limit my creative flow as well as music industry opportunities. Just because I am Black doesn’t mean that all I should be able to is Black music. I say burn down the genre fences and just be and do whatever you feel motivated to be and do at an given time. So, I have taught myself how to write produce and perform as many as 12 music genres. By doing this, I have opened up as many as twelve avenues in the music industry to explore and possibly exploit. Currently I have 4 new CD’s that have been released on 3 different labels in the past year. All are completely different genres (R&B, Pop-Rock/Country-Hip-Hop and Reggae) The strategy is that if they all make minimal amounts of money, combined together I have a substantial revenue flow. I am currently working on two more CD’s (Love Ballads and Jazz). Now, if one of them becomes a big hit, they all will gain from it.

Diversity in career aspirations: Of course, like many artists, the ultimate hope is to get a international hit. But I would be just as satisfied with a regional hit in any of the genres I produce. I am also writing music for local stage productions. Not a big money maker but it is money that becomes part of my overall revenue scope. My latest non-exclusive contract was signed with a company that places music in film and TV. I love the whole non-exclusive movement in the music industry. It leaves the door open for my music to be used in a variety of ways and venues. Songwriting contests are another of the avenues I have pursued. I have been lucky enough to have won a lot of cash and gear from songwriting contests. Although there is an investment curve (entry fee) the gamble has paid off extremely well for me because I have won or placed in 45 competitions.

Diversity in skills: I always encourage my students ( I mentor some local teen songwriters/producers) to learn how to play several instruments. The more you know how to do, the bigger amount of performance opportunities you get as well as saving lots of money by playing and singing it all yourself. I went back to school when I was over 50 years old in order to learn Recording Engineering. Once again I have saved myself hundreds of thousands of dollars by being able to perform the entire recording process in my home by myself. I also studied music industry contractual law. I seldom pay for a lawyer to negotiate my stuff.

Other areas of diversity one should explore are D.I.Y. marketing and promotions, merchandise branding, website design, booking, self management, self accounting, album design etc. All of these things will extend your revenue string by eliminating the need for you to pay others to do it. Of course there are those things that you discover you are bad at and should added to your operating budget. For me that would be marketing and promotions. I am fortunate that my labels do that part for me. But I think that all artists should diversify their vision, skills and knowledge in order to improve that bottom line.
The hardest part for me was thinking of my music as a business. But I have learned that the only way I can afford to do the things I want to do is to approach the music business the same way any other business is approached. Improving the bottom line through diversity is a time honored tradition amongst good business people. The business part is not fun, inspirational or even respected by most musicians. But it is essential. Being diverse in as many areas as possible can lead to you eventually quitting your day job and having the luxury of doing music full time without having the specter of starvation hanging over your head.

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11/26/2015 2:18:48 AM

I agree.

I'm also hungover like a bastard, so me type shorter thing. Grodd Rocks.

I also embrace the hell out of diversity, and I'm trying to think if there
is a type of music which I have not done yet... maybe polka.
Which is ironic, since they say everybody loves a polka.

I should maybe put out some samples of these different directions I've gone in,
'cause over the years, forget it, you name it, I've probably done it.
I've only put out so many songs so far... I just was chased off SoundClick
and with me went over 2000 songs... some of which I simply won't release
again more than likely, (hey self, please stop thinking so f-ing loud)
because I wasn't kidding about having all kinds of songs, including awful ones.
I won't put the awful ones out... that's the upside of having your library disappear,
you get to decide 'okay which ones do I really like of all this'

I'm an Artist first, and an Artist second, and occasionally I'll dip my toes
in being an Artist... what I mean by that, is my creative process is pretty organic,
that's cool that you mentor people by the way, I always try to do that when and if anybody asks how I do something, I try to explain it and take the mystery out of it...

As for the Music Industry, as my friend Grodd may say,
Them Kiss My Holy Ass.

I have a barely veiled contempt of the whole thing.
I do. And they don't like me much either.

I once did a record, maybe I should find that one it was one of my
big cult hits, you wouldn't believe it,
called "The RIAA Sucks A Big Weenie"....

I've had hits in all genres by now.

If I ever hit it bigtime, it will only be because I became un-containable,
and just blew up like when you're a kid and make a homemade
volcano out of baking soda and vinegar. Foom!!!

I piss on Fame.

We Are French. Fuck Fame.
More Champagne.

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11/26/2015 2:20:39 AM

For instance,

I just did recently put out an American Lesley Jane record,
called "The One Thing You Ain't Got",
which is total stitch for stitch Motown,

also, it doesn't even sound like me,
if you just heard it on the radio, you'd never guess in a million years it's me.

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11/26/2015 2:21:23 AM

uh, until the part where I go "Hi, I'm Lesley"... duh, that sorta gives it away.

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11/26/2015 3:17:38 AM

PS... I love "Honey Pie"

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IMPoster

11/26/2015 7:52:53 AM

Yeah, diversity or even perversity
beats going to university

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Bryon Tosoff

11/26/2015 8:17:47 AM

Amen to Stoneman's post and Lesley Janes followup. As painful as it is sometimes, one has to push through and be relentless and as I deal right now with a challenging issue in the promotions end of it, one thing i can say, if you do self promote, you better have thick skin , cause you get kicked in the teeth more times then i can say.
'
promotions , phone calls, follow up emails , pitching an artists tune or cd is like this, there is a tidal wave of artists, it is consuming, it is so easy to get your music out there with this digital age and digital submission systems. i started in it when it first happened. 15 years ago with DMDS and another small company, the success I had in getting musicians recognized was quite easy for the most part, and of course you had to work, but not to the point of going mental, now I am at the point of going mental trying to get people recognized. noticed and acknowledged, man, do you know how much energy , creative energy it sucks out of you, unless you have done it , you wouldnt know., There is an Ocean of artists musicians entertainers all wanting someone to like them, they want something that is at times unattainable. yet possible, I have had a lot of fun over the years in this promotions business, and have enjoyed seeing artists i pitch to radio get some airplay, some more then others, right now though I cant say that with what I have experienced in the last 6 months. not sure if I will be continuing much longer as the whole scene is inundated with a billion musicians all clambering for a piece of the pie. and it is getting to be slivers, not even that, but I slog on.

My personal life and creative end of it has suffered due to the energy it takes to help others. Sometimes one has to take a step back and go, is this worth it, and if one does not get joy or a sense of accomplishment, i think it is time to move on.

I miss doing my own creations and seriously thinking of getting out of promoting others and promote my own self now

cheers

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Chandra Moon

11/26/2015 9:06:28 AM

Great thread Stoneman - I really enjoyed reading this and the replies too!

I totally agree in developing diverse skills! Personally I have no ambition for music to make me money as I started too late I think! I managed to earn enough from my first album to cover the costs of the album ha ha and the second one trickles out.

However, when I look at the raft of skills I've developed in the process it's amazing and I enjoy a lot of it. Apart from the obvious ones of actually writing and playing the music (well doh!!), I've had to learn to keep up with a lot of software, learn to do promotion, posters and flier design, online stuff, marketing, live performance and a ton of other things.

Genre-wise, as you know, I really don't adhere to any particular style as my songs just seem to come to me one way or another and I've produced things from chillout to reggae, rock to folk, world to drum and bass etc!

I am very fortunate that I had already had a career in management before I started writing music which meant I wasn't financially dependent on my music or I'd be totally destitute by now!

Congratulations to you Stoneman and anyone else who manages to make music pay - I salute you!

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Stoneman

11/30/2015 9:58:47 AM

ALJ, yes I have listened to a lot of your music and you are truly diverse in all that you do. Big Kudos to you on that. Also, thanks for giving my new song "Honey Pie" some props. I don't get much props about my music around here any more. I feel myself getting lost in the rush of new artists to the site. That is probably a good thing for the site though. In with the new and out with the old. That's the way of the world. So I truly appreciate your comments on my work.

Bryon, thank you for your kind words and insights. I agree that self promotions is extremely difficult. I tried to do it for several years but I realized that I am really bad at it. So, I affiliated with folks who have to be good at it if they want to make some money from my music. Your experiences and antidotes are invaluable to artists here. Thanks for sharing!

Chandra, It is never too late to make money in music. You never know when a song make take off and have a life of its own. But I can totally relate to you as I also had two successful careers before I started working in music full time. It took that to get me to this point or else I would have starved to death also. But like you, I learned a lot along the way and have applied what I have learned towards earning some money. I have been very lucky though as I know a lot of artists that are better than me (in my opinion) that have not had nearly the amount of positive revenue statements as I have had. Luck, prayer, destiny? I don't know what is going to happen next but I always stay positive about the possibilities.

Big thanks to everyone for your valued input on this thread.

Much Respect,
Stoneman

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