In the interest of cordiality, we'll both sit out on the stoop afterward and have a nice cry about it. Then, at some point, you will realize, for the most part, I speak the truth...admitting it to yourself, even if only in silence. So, here goes...

I, honestly, have no idea what the percentage is of unsigned and independent recording artists who produce their recordings in outside facilities, versus unsigned and independent recording artists who elect to purchase studio equipment for home-based self-productions.

However, I do know this...I cannot remember the last occasion that I received a recording that was inferior from an audio standpoint.

Whether due to the affordability of comparable technology, or the presence of in-depth audio references that now abound, artists have it made in regard to the production, hands down.

What I take issue with in this article is the post- production. No, not the mastering, shaking, or baking that goes on after you say 'I Do' to your mix-down, but the post-post-production.

In other words, the phase you enter into after all the above has been completed...the phase of exposing it to your target audience and/or the general public.

Now, again, while many, if not most, of you are extremely gifted producers, you are, contrastly, extremely poor marketing and promotional strategists.

Perhaps, I should limit that assumption to the hundreds of recordings I have received over the last few months for either Booking or Promotion consideration.

In fact, you present as a smaller version of the major record labels that place so much money into promotion WITHOUT targeting a specific audience by simply throwing recordings out like spreading ammo of a shotgun blast, as opposed to a concentrated rifle shot.

After having received much high quality product, I shall attempt to ask questions and provide my own answers, much like a mental patient does in the Harris County Sanitarium on a quiet Sunday afternoon.

I believe this is commonly referred to as "talking to one's self," but since you are a witness, please feel free to exercise your civic duty by coming to my aid should you believe, at some point, I am about to inflict bodily harm upon my person.

1. Why have you rushed to release a recording without giving any consideration whatsoever to a budget (money!) for promoting it?

2. Do you feel you are talented to the extent that, after completion of your recording, Arista is waiting outside the studio door with pen and contract in hand, not to mention salivating at the mouth? Actually, I believe that's the only "legal" orifice from which one can "officially" salivate.

3. As an Independent recording artist, you are, in effect, your own record company. Therefore, if you have no promotional budget (money!) for your independent release, as you are placing it in the mail to prospective agents, managers, and promoters, what are your heartfelt expectations?

4. Are you expecting agents, managers, and promoters to foot the financial bill for you in getting attention drawn to it from a higher source? Now, this certainly doesn't make for sound "business" practice or sense, does it?

For example, if memory serves me correctly, one artist in particular, upon learning I have a 'sweet tooth', attempted to barter with me (or, was it bribe) with a few boxes of Girl Scout cookies.

I was required to explain to him that the nice lady at the telephone company, for some reason that evades me, would be unwilling to accept Girl Scout cookies in exchange for continuing my monthly service.

I am of the opinion that there is one across-the-board answer to all 4 of the preceding questions...Ego. I feel that many artists have such swelled egos, believing that they have recorded the ultimate great recording that will become a standard, they do not even entertain the idea of providing promotional funds for it.

They lose sight of the fact that due to state-of-the-art production technology, combined with the capability to produce award-winning graphics on a desktop PC or MAC, they are, yet, just another fish in the large sea of thousands of high-tech musical products being released each year. Now, here comes that thorny advice I previously mentioned...

IF, as an unsigned or independent recording artist, you do NOT have the financial budget (m-o-n-e-y!), whether through your own savings, loans, or otherwise, necessary to efficiently and sufficiently promote your recording, do yourself a favor and save a ton of future frustration...stay OUT of the commercial music industry until you CAN acquire such funding...seriously!

You MUST understand that, in reality, this is a high-dollar business, in terms of earned-income potential, as well as the necessary financial outgo required for product promotion.

You must also understand that the greatest recording in the world is simply that, unless (and until) it is properly exposed to the right audience on a large scale, and not only in your home town. Nothing simply happens by a stroke of luck or chance. Again, this requires a financial promotional budget (m-o-n-e-y!)

As high-tech minded as we are today, and in the 21st Century to boot, artists seem destined to still embrace the age-old romantic idea of "accidental discovery," even to the point of hoping for a miracle.

I've got news for you... it ain't happening. And, here's a further shocker... it hasn't happened on a grand scale in years! The Arthur Godfrey talent scouts were disbanded years ago, with no one taking their places.

The successful independent understands that it is ludicrous for him/her to sit and wait with glee in expectation of being "discovered," especially by a major label. If I've said it once, I've said it a thousand times: it ain't done that way no more!

No one is doing anyone any favors anymore in this business (if they ever were) all in the interest of doing favors. Today, it all comes down to those too-often repeated phrases of "show me the money," and "show me what ya got."

And, the power players, movers, and shakers of today's music industry aren't giving you a choice of either. They want BOTH!

With your immediate competition being to the degree that it is today, someone will be required to continuously promote your recording until it rises above the vast number of competitors. And, again, sad to say, but that comes down to the budget (m-o-n-e-y!).

Now, I do not intend to convey that a strong promotional budget will guarantee you success. That is simply untrue. I only intend to convey that you will require proper financing to bring significant industry and fan attention to your product above your competitors.

Your product will STILL be required, once attention is granted it, to stand on its own merit, of which it will then be judged and jurored but, hopefully, not executed by its intended audience.

Now, on the heels of the prickly thorns, let's go smell the roses...


(C) 2000 - Kenny Love


Kenny Love is Editor of "The B# Newsletter," published by the National Booking Agency. Get your FREE copy by sending a blank Email to bsharp0200@smartbotpro.net. Subscription instructions are contained within the free copy.