Recently, the CEO of a well-known music services company posted a video on YouTube in which he addressed an incident with a disgruntled client. Said client, according to the CEO, was enraged about spending a few hundred dollars on an ad service the company offers, which yielded no results in terms of further exposure for the client’s music. The client was livid and accused the company of all sorts of things. The CEO countered this with an analogy: treat your career like you would your body and health. Take the proper steps, have discipline and determination and you will have a better outcome. All of which sounds to me like “Get a job, work hard, save money and buy a house”. Duh. No one is hiring an ad service as a mundane, practical step but a way to get a leg up. And if it can’t deliver that…
But that’s not even it.
The sad, undeniable truth that no one wants to admit is that there is no formula or guarantee when it comes to your music. Spending nothing/a little/a lot is not really the key, because luck is the only factor involved when it comes to the music business. Luck may be important in everyday life but in the music business it’s the only thing.
You can have the catchiest, best produced songs, performed by a talented, visually appealing artist, spend millions on advertising and have it go nowhere. Meanwhile, somebody uploads their goofy little song to YouTube and/or Spotify and it goes viral without spending a penny on any kind of advertising. Some artists do exactly what the aforementioned CEO suggests above and are successful. Others have also done exactly what he says and have little or nothing to show for it.
Why?
Because contrary to current popular opinion, music is not a product that you can sell like a hammer or a screwdriver, for instance. When you need a work tool such as those, you find the best one you can afford and simply buy it. Music doesn’t work the same way. Acquiring music is like falling in love: it’s about feelings. It’s about how you feel about a certain kind of music. And they can thrust this particular artist or album or song in front of you via advertising and if you don’t connect with it you won’t acquire it. Even if it’s a style of music that you enjoy or even love. Because it’s about feelings. And, of course, luck.
