Learning the lesson, not the example.

"The Tipping Point"

non-music

Full of Metaphors for us music types

it sure looks like a pipe...

Phew! That's a relief. I've been applying your music marketing ideas to other endeavors. :)

You need a sharp knife if you want to get close to the bone.

You've just disclosed the secret power of prose.

The Magic of Thinking Big, The Greatest Salesman in the World, and anything on Guerilla Marketing all provide metaphorical stuff for musicians to think about. I'm also eagerly awaiting my copy of Crush It, out yesterday.

Funny,
I just wrote a blog the other day called the "Power of Niche".

Yes, it is good to read books that are not directly related to music. Novels too! But sometimes, looking at "angles" and stuff -- the buying a front cover story springs to mind -- makes you wonder. Looking around me, though, the really amazing musicians are focused on the MUSIC.

The best decision I ever made was to get my degree in Music Business and not just music performance. Good stuff. Thanks, Derek!

Positioning explains why LinkedIn has been profitable for almost three years while Facebook, with about six times the membership, will just turn its first profit this year.

There's a lot I've learned from creative branding that professionals can apply to themselves too, and vice-versa. Just like every company has a brand, so does every musician, recording artist, and songwriter. How you brand yourself -- just like Coke and Nike do -- is critical to your success.

I fully agree Derek. As much as I love music, I realize that there is another means of communication out there. It is called "Street Logic". It is where the world of fantasy music meets real brass tax knowledge of something tangible. Sometimes the two worlds have a great marriage together, but they need each other. Sometimes there is a break up before the commitment of the two crossing paths. At some point hopefully the two emerge strengthening one another.

Us musicians must learn all aspects of business, not just the music business.

Again, always well written!! Thank you for the tips!

Derek,

Not about this article....you, YOU...are an exceptional person. Thank you for providing your forum to the masses. Ironically....even metaphorically...it's never about the content of your notes as much as it is about YOU BEING THERE to be the fog horn for everyone. Thank you.

BRAD

If its unclear its $5000.
hehehe.... — Derek

Good point, but there have been times when your metaphor was quite clear to me, yet taken literally by others. Perhaps, as in music, we do better by narrowing our market than by trying trying to reach everyone.

But Derek, some of the most interesting discussions have come out of people's "literal" reactions to some of your posts. That's NOT a bad thing!

Plain speaking is good, but we're all of us lost little lambs in the wilderness of the music industry. Sometimes we need to be given hints about possible destinations worth exploring, and sometimes we need an accurate roadmap complete with directional arrows and warning signs.

The important thing about your posts is that you're making us THINK and giving us a forum to ask more questions.

More hints on useful books to read and other resources to explore and ALWAYS welcome!

Some people are just on the same wave length. Life experiences are like tetris bricks along the road to a fuller understanding of what message is being conveyed. It was extremely frustating and humorous to read the litany of responses that didn't get what you were trying to say, not because you didn't say it well, but because they were stuck in their paradigms and refused to or had not the experience, maturity or willingness to see beyond their eyelids. If communications were easy the divorce rate wouldn't exceed 50%. I cannot imagine how wretched my life would be if I were surrounded by these same people whose first thought is NO! It Cannot be Done! Be quick, but don't hurry. Thanks for making people think.

hey Derek

have you read any of Robert Kiyosaki's books? Sales Dogs by Blair Singer? I have learned more about selling music or anything from non music sources than ANYTHING related to bands, labels and so on. when you try to bring your music to anyone, it makes you question why you would want to play that music or try to sell it in the first place. the idea of niche marketing or fulfilling a need is where it's at.

I understand this idea as I tend to us Sun Tzu's Art of War and A Book of Five Rings by Miyamoto Musashi.

Yeh I know one is about general tactics and warfare and the other is about sword fighting and psyching out your opponent.

I am interested in both and to me... the ideas mentioned can and have worked when applied to music and business.

Thinking outside the box usually results in an advantage to the thinker.
Yes! Great examples! — Derek

This approach has always seemed so natural to me. Very much my way of being and doing.

"Mais ce n'est pas au sujet de la musique!" Yes indeed: The Treachery of Assumptions.

And thanks for using the Magritte image to illustrate the essay.

"The famous pipe. How people reproached me for it! And yet, could you stuff my pipe? No, it's just a representation, is it not? So if I had written on my picture 'This is a pipe,' I'd have been lying!" --René Magritte

Now we can move on to burning tubas...

Derek,

I think you've been quite clear in those articles above. You simply have a lot of musicians following you here. I think it's easy for many of them to ask themselves how what you write applies to their music.

Just as a thank you, I've been able to take a lot of your ideas and weave them into more effective ways to market solar energy across the country.

I don't think it's anything you're doing wrong, some people just take things more literally. Or sometimes it helps to use the example back when writing a comment. For instance, when you talked about grading yourself, I had the metaphorical image of getting to the end of my life with an imaginary tally sheet. Anyone who read that might think I understood your post to mean a literal grading, whereas I understood that you were speaking about what motivates people.

Thing of it is, if we all get overblown with explanations about our use of metaphors and what we REALLY mean, we've lost that quest for brevity. Ah, the written (typed) word…

Yes! Yes yes yes! I am forever admonishing actors to WTFU (that would be "wake", plus the usual) and step out of the performing arts lockdown mindset. My last couple of columns have literally been lists of non-acting books to read, to underline the point.

Now I wonder, if I send them here, will they get your message, or will they think, "But that's just applicable to *musicians*"...

First, I think that I can not do it, then, after thinking more, I realize that I don't want to do it! I do not have to learn how to do everything, just the things that will result in happiness.
Best wishes,
Gary

Moving to a new town, excited to have classes with a new art teacher, weeks pass, my dad eventually asks, "how's the new art teacher?"

"It's really weird," I say, "He spends a lot more time talking about philosophical approaches to living than he does about art."

"So you're not learning anything about art,"

"On the contrary, it's all totally related. I never knew."

Thanks for the reminder! A lot of great motivating books are written about sports and being an athlete so if someone is interested that's another great place to research.

This isn't directed at anyone in this page of comments. I'm adding my thoughts because I see tremendous opportunity.
Every band, every artist has a chance to position themselves in front of enough people to make money. Even people who's music sucks, can make money if that's part of their MO. Artists have to stop wishing things were different and just do the work.

Practice your craft, get outrageous and BUILD A FRIKKING AUDIENCE by learning how to market yourself.

Music has almost always been advertised/sold in conjunction with other stuff. What other stuff would potential buyers of your music be even more interested in?

Do the research, then build yourself a new template.

Learn about SEO with keywords with Market Samurai. Watch all the videos these 2 guys make, Frank Kern http://masscontrolsite.com/blog/?p=56, and Mike Koenigs http://www.mikekoenigs.com/

Start making your own music videos and controlling your own musical destiny.

And no I don't make a dime off recommending any of these tools.

I want artists to make money, not starve.

However - the desire to be completely understood *as you would have your meaning understood* is another pitfall in the arts or communications world. I remember the day I first began to understand the power of public performance. A teen said to me: "I loved that song you sang; it reminded me of my Grandma in Saskatchewan." I thought to myself: I wasn't singing about that! I wanted you to know about the THING I WAS SINGING ABOUT. Upon reflection, I realised that I was no longer in charge of how my work was to be received; it belonged now to both performer and receiver. It's about giving over to the power of the medium, to a certain extent. Let your readers go with it; don't worry too much.
I totally agree! See sive.rs/mystery">sive.rs/mystery">sive.rs/mystery for my thoughts about that. I LOVE ambiguity in lyrics, especially. — Derek

Everything in some manner relates to everything else.

Hi Derek,

great advice as always. I know a lot of people who think it's about the dots. To me it has always been a matter of connecting the dots. And to use everything that isn't nailed down ;-)

The principles of valuable discoveries, often apply to a lot more than the obvious. Be it as a musician, or some other professional. Just keep an open mind and experiment!

I feel that living is learning, and learning is sharing.
Thanks for living!

Peter

If you have to explain the punch line, maybe the joke isn't funny.

or

Maybe our points of reference are not aligned thus confounding the intent of the message.

or

Allow the art of communication to hold its hidden meaning like a puzzle to be solved by the few. Bach never intended the puzzles in his music to be discovered, nevertheless, people did discover them.

or

If you make something "fool proof", only a fool would use it.

"Good to Great" was a non-music book that I found tremendously helpful by applying its non-music-related ideas to music-making.

So, to turn one a phrase attributed to Freud around, sometimes a cigar isn't just a cigar.

I am happy that your topics brings on the meeting of the minds of a musicians point of view. I am learning a great deal from these blogs.

metaphors will always be interpreted from the perspective the observer is. there is no way to make them clearer than an allusion.

It's all about being who we are. Thanks for the article Derek

actually, I think the metaphor goes a lot farther than that. Positioning isn't just about getting your band more gigs... if you read it one way, it's about what sort of music you play, period.

If everyone is a reggae band, why are you a reggae band, too? Copycat is easy, finding a niche and filling it is hard. Suzanne Vega, for example, has a position. For her music, not for her business.

People say, "you sound like Suzanne Vega..." Does anyone ever say stuff like that about you?

Just this last year I had a book published, by the University of North Fla. It's called Driving At The Edge Of Control. One of the points that I make in this book is that people look at the problem, or the threat, and not for the solution. That is a basic human condition which is for survival.

But what I concluded is: that basic human instict works great for a human that is standing still, but not for one that is moving quickly toward the object with which he/she might colide.

We need to look for the hole, not at what we might hit. The eyes need to look where you want to go, not at the obsticle which can hurt you. See the clear path and being in the best physical position to control your vehicle gives you an advantage.

Music is a vehicle/tool it can be used correctly or incorrectly as any tool maybe. Be wise and use the tool for the task it was designed for.

If you design your music for clubs, well it just might not work for concerts?

Good luck, Brad

Ah, but sometimes: Be a "bricoleur" and use tools for tasks other than what they were designed for.

Derek...TAKE HUMAN BITES!!!

This Wikipedia article is a pretty good initial explanation of my previous comment. "Bricolage" is more often than not an important part of creativity: http://en.wikipedia.org/wiki/Bricolage

Compare "bricolage" to "do it yourself."

Thanks for keeping metaphor alive and well! The more we see ourselves and our situations in everyone and everything around us, the more we will realize we are all one, and the happier we will be!
All the best,
Frank

Just as yesterday's article showed the life cycle of bodies and other material universe things - but all of these: groups, businesses, bodies -- are animated by life (élan vital, the spirit, life force). And when "life" ceases to put energy in to these things, they die.
Life needs goals and purposes to keep itself fired up about creating something.

And when one is "burnt-out" or has "failed purposes," one simply needs to re-kindle the original purpose to get fired up again -- or, if all the goals and purposes of that previous game have been achieved, one needs to create a new game for all involved as soon as possible.

...Just a little something to put in your pipe to smoke.

Yeah- but can't you just tell me what I need to be successful without all this meta4 nonesense?!?

;-)

In response to the last comment by Katie: You can probably be more successful in the short run doing top 40 stuff or old covers that people know. This always puts limitations on your success though. $100 or $300 a night.... An artists that does mostly original music may get very little opportunity; however, they also have a chance at making it big, however small that chance is. I don't know of anybody who got really rich by copying somebody else. Not that I have figured out how to get rich........

Love love LOVE the use of Magritte's Pipe! ; )

Magritte, nice. Malcolm Gladwell is a very interesting author too, he draws some fascinating parallels. Anyway, I think that most people 'get' you Derek, that's why we're here! And metaphors never hurt Michael Stipe either.

thank you, derek & posters...this blog is part of my tune up & i feel that you are a principal fire under my ass, angel in my date book, and coach on my laptop.

really grateful for your success & your generosity.

s

So, that's really "THE SECRET" by thinking outside the comfort zone..as a musician. Mahalo, Derek.

The Magritte was a nice choice to illustrate the point. Well played, sir.

My dad always used the term, 'applied learning'. A decade or so ago - it was called 'thinking outside the box'.

The concept is the same, yet eludes most creative types. Applied learning sounds so scientific - it scares folks away. Thinking outside the box implies that one has to be on the edge of normal, sensible or doable to be creatively effective.

Neither misconception help to understand the concept which is vital to grow a business while still taking care of the business at hand.

Applied learning is simply observing techniques and methods from one industry and transferring them to another. I would often use closing techniques practiced by my auto industry clients and suggest training for an insurance company struggling with closing the deal following a presentation.

Another example I continue to use on myself - if a professional athlete maintains good health, works out to build muscle and endurance - develops techniques to fine-tune focus... what's the difference for a vocalist like me? There isn't any. Long distance, aerobic activity has improved my breath control ten fold. Sitting in the saddle for 3 hours on a 50 mile bike ride 4 times a week, at least has helped me target my thinking, focus and concentrate completely at the job at hand. One absent moment and I can crash so easily. (Unfortunately I learned that the hard way.)

Most businesses suffer from myopia. Broaden your view - stretch your imagination - accept the gifts God gives you in one discipline and apply the jewels to other settings.

... and don't forget to pray for insight and direction from God.

Mary Catterton

This is a very smart way to view marketing options in both music and business! Thanks for passing along the good advice and tips for creating an original niche! derek you rule!
:)

I can't sing to save my life. Can't play an instrument worth a dang. Can't write notes, can't read notes, don't do anything musically other than turn my radio to WFUV in NY.

I'm a photo manipulator. I help models realize their dreams by helping them get their photos out there...as well as actors, comedians, singers, and even a few bands.

But I read Derek's blogs each and every time they're posted. I'm signed up to get each new one as it goes to press. I don't want to miss a one.

I learn a little about the music industry reading these blogs but I learn an incredible amount the photo editing business. And he doesn't even post a word about my chosen profession.

What I do is read about what he's saying regarding music. Then I replace the word music with photo editing (or close to it).

So if the blog is about how to make your music business more efficient...to me it's about how to make my photo editing business more efficient.

If it's about how to connect with your audience more...to me it's about how to connect with the people I serve more.

I don't just read the blogs, I do the blogs. I've made so many changes to my business by reading Derek's blog. I've become a mini-Derek.

Thanks Mr S. for all your help. Without actually saying a word to me, you've communicated many ideas that I have brought to successful fruition and added to my life immeasurably.
Thanks Bob! I really appreciate it. — Derek

I have made a living with my music for thirty years. My good friend Skip Jones said to me, "Rich, You're pretty good. You could work at this for a lifetime, but you might never be famous! OR you could focus on existing communities of people that will LOVE you. I suggest nursing homes."
I took that advise, and have supported myself comfortably.

This week I had the honor of singing with a family while their loved one was dying.

I hope all who read this can share something as satisfying.

Not only is it not a pipe, in this case, it is a file of a print of a painting that is not a pipe. Getting the "big picture" or theme is essential.

This is for Rich Baumann.

Just the thought of you singing while a family's loved one passes brought me to tears. You must be an awesome human.

BRAVO!

You hit the nail on the head with this one...THE MILLION DOLLAR QUESTION...how many will not only read and digest your words, but most important....have the ability to translate and apply?

...the more that do "translate and apply"...the smaller my customer base...lol...

Thats all covered in that "forest for the trees" thing. Why are you so amazed at the obvious....we all suffer from our own dillusions.

your posts are like koans that keep me thinking about what matters -
and I'm grateful this is how you are spending your wealth of time

If you want to know what people are all about, read a book on bird behavior.

Hello :)
Derek, I was thinking of you today
in the shower.

non-sexually (sorry)

thinking how much I was looking forward to your next post.

and trying to think of a great way to respond and be a part of this cool community of responders.

but I feel like all the bases are covered by the time I get to reading and posting my comments...

so...

I guess, I'm just chiming in to say hi!

great post again.

metaphorically speaking of course.
Heheh, thanks! — Derek

thanks for that ... I miss a lot as in 'missing the moment' or 'missing the point'

for me - missing the moment is usually easy to recognise after the event while missing the point can continue indefinately

As I read "The Fountainhead" last year, I was stunned how seemingly every reference to architecture could equally be applied to the music business.

That's nice, but to paraphrase Freud, "Sometimes a Pipe is just a Pipe.."

Maybe include a subtitle at the top or a one-sentence summary at the end.

I don't see where changing the subject of discussion in a given book (or blog) to whatever you're into is any different from taking a piece of music you're given and transposing the key it's in to whatever key you'd rather be singing it in. It's just another skill to be learned. Good post.

great advice .. as we have come to expect from you... TommyH

I have this saying-- "It's all the same thing, really."

Shame on you...encouraging smoking!!

I'm comment number 90 on this, but I just wanted to continue the reassuring gestures of the helpfulness of your insight. I'm both an active professional musician as well as an entrepreneur/business-owner and it's amazing to be able to identify with someone else in the boat...and who has rocked it!

The happiest I've been in my musical life, OK, life were those moments that I created sounds that pleased me to no end and also found "like ears" that would come and listen.By not trying to please all of the people all of the time but by satisfying what was internal created a "niche market" for myself without even stepping outside of the proverbial door.

Thanks for the reminder...

Hi Derek,
It's helpful to be reminded of your intention regarding your posts.
Thank you.
-Steven

If Western people knew how to read metaphor we wouldn't have so many religious wars. Sadly, most take EVERYTHING literally leaving no room for any other interpretation. Self important, self absorbed and self righteous. For an understanding of metaphor read Joseph Campbell.

Hi Derek, enjoy your blogs. You sure you're not related to Confucious?

It's not what you don't know, but how well you don't know it! Me!

another great post and review of previous posts. All messages can't reach all readers the same but I think you get your point across. Right now, I am working on getting to think back in the box. Sometimes, I am thinking so far out of the box I wind up in a bigger box and now I have fallen and can't get up. Damn, where are those box cutters. Ah, security has them at the gate.

Music itself is best when it's not about music.

Hey Derek,

Funny, taking it to another level, exactly what we were discussing!

Michael Port has a name for what you are saying:

Cross-appropriation

Some more examples of cross-appropriation from new economy to the music business:

A musician can now be an "MP3 and V-Blogger" and "monetize" her site.

A musician could also be a "Content Producer" and become a "partner" with various revenue sharing sites.

Instead of a mailing list we can now be "Direct Email Marketers" and have an "Ezine"

Forget a meager band and Website lets have a "brand" name and license that name in new ways Gene Simmons has not even thought of for KISS.

The beauty of the Internet is that it's all just a matter of scale, click through and conversion. Google is the only new middle-man from where I stand.

Cross-appropriation of traffic generation methods has the potential to propel any indie artist in way not written about in any music biz book I have ever read.

As you must know intimately, its no different for music online than any other product.

Dan-O

I love to read philosophie - enriches my music :-)

Umm, could you define metaphor? :-)

Yes. Like extensible programming, ii-V-I, non-fundametalism...
Learn the theory and you can play in any key.
Thanks for giving us the big picture!

true... that's not a pipe --it's the scene set around the pipe, on a crisp Autumn night on a porch swing outside a shaker-roof cottage in New England. :-)

Ha! Great, GREAT picture to illustrate this post. Love it.

Hi Derek,
I don't go much on metaphors.Now i feel like a Hammer Head.
I do know that if you can't see it,you can't get it."Faith and Imagination"is the key.

There's not an athlete in the Olympic movement who I wouldn't push towards this blog. I'm among the least musically inclined people who visit this site yet this is one of my favorite places to read (and for the comments too!)

I can see where it's important to have a stronger foundation for life. Like in high school you wondered why you needed all that math, algebra, calculus, etc., when you thought your whole career in life would be wrapped up in sports, music or some other vision. You would never find a use for that.. ha, so you ended up in engineering, medicine, teaching.. ya never know.

forgive me but I keep wondering if you're searching , testing or looking for something?
Always have been. Always will be. — Derek

what a concept, one could learn something from a book :)

Positining...Learning un-learning.Applying!!
Aleee

Ever listened to or read Sebastien Foucan's thoughts about the philosophy and principles behind Parkour (Free Running)?
I've found to some extent that these ideas translate into my life both creatively as a musician and generally as a person- and just now after reading this article I'm thinking that they could also provide a platform for the art of entrepreneurial pursuits...

www.foucan.com

It's a picture of a pipe...like 'live' music once recorded isn't 'live'...Rene was a genius..

things will come one day to me

every day of my life

It really helps to have a clear idea (which I don't) of who one is as a musician. Maybe it's a Gemini thing lol, too many positions :-)

Just noticed your favicon is almost exactly that of http://www.smashingmagazine.com
Nice! I love them. Theirs is a little better, I think. muckwork.com is similar, too. — Derek

At the point you had your epiphany, you went from being trained to being educated.

I have read some good stuff here. Definitely value bookmarking for revisiting.
I wonder how so much attempt you put to make this sort of fantastic informative site.

I'm still laughing:
There was a 1970's best-selling self-help book by a self described "philosopher" who had made millions in real estate, called "Winning Through Intimidation." Of course his actions were meant to be read as metaphors.

His forward contained contained the line that some people would finish the book firmly convinced they had just read a book on how to make money in real estate.

Hey man! I just want you to know that your website is a great inspiration for me to keep writing (even on my own website!) thank you so much! I enjoy a lot the lessons behind your examples and I identify myself a lot with your writing style.

Thanks!!!

If you are curious about my site: victorgutierrez.com.br

Baby steps