Ten pointers for performers

1.  EYE CONTACT
Looking up is ALWAYS good.  No matter how funky or mysterious a vibe you are trying to create - eyes closed, looking down/away, low brim hats, sunglasses, hoods, hair in your face – all of these things create distance between you and your audience.  Distance that is never positive, and for 999 out of 1000 performers, cannot be overcome with any amount of cool. 

I know I sound like your mother on the first day of school, but pay attention anyway.  REMOVE all barriers between you and your audience, not matter if there are 50 people in the room or 50,000 people in the room.  Practice like hell so you don’t have to look at your instrument while you are playing.  Open your eyes.  Stop looking at the back wall.  Even on a jumbotron, the audience likes to think they might see your eyes. 

If you are still in the camp that thinks appearing evasive on stage is cool…  Trust me.  When a creepy/eery/mysterious artist looks up at the audience, it’s piercingly the most direct and intense way to portray that vibe you are trying to create. 

2.  OVERSHARING IS A BUZZ KILL
While there are artists who have built a following because of their tendency to confess things that are considered taboo, unless you want that to be the very basis of your business/persona, keep your recent experiences on the toilet, picking your various body parts, or discussions in bed with your significant other to yourself.  Really, most audiences will not become more endeared to you and your music if they know it was written on the toilet.  Or worse yet, that it was dropped in the toilet and recovered. 

Stick to the stories that can be universally understood and appreciated – those that are entertaining.  And those that you know will add to the experience of your music.  We’re not in 2nd grade anymore.  Farts no longer need to be a huge part of our repertoire. 

Now, if you decide to make oversharing your connection strategy, then keep in mind…  Artists who succeed at this usually do so because they speak for people who have not otherwise had a voice.  They say and sing about things marginalized groups of people experience but never talk about – usually out of intimidation or fear to do so. 

I once heard a label A&R exec say, “People like to hear an artist describe something they have felt or thought but they have never heard it said aloud before.  Or at least not put quite that way…”

Just remember, if you are approaching performance in a way that includes a lot of personal detail commonly considered mundane, there needs to be a sense that what you are sharing is universal within the niche you are addressing.  Something that commonly occurs within that particular community – that outsiders might not understand – but because your fans are on the inside with you, they do.  That’s what makes the story special, and that approach succeed.

3.  DON’T BE BORING
On the other end of the overshare spectrum is stage banter that makes audiences beg to be put out of their misery.  Don’t feel like you have to talk. Similar to what your momma used to say, “if you don’t have something nice to say, say nothing at all.”  But for performance, “if you don’t have something interesting to say, just fucking PLAY.” 

4.  EXPLAIN WHAT NEEDS EXPLAINING
Don’t feel like you have to explain what the song you are about to sing means.  I’ve heard performing songwriter Susan Werner say in performance workshops that if you have to explain the song in order for the audience to understand it when they hear it, then you better go back and rework the song, cuz it’s not written well enough.  You know, I tend to agree.  As an audience member I don’t really want to hear what you think the song means to you – I want to be able to suspend the disbelief of what it means to me.  And if you’ve already painted four of the colors on my canvas with your introduction of the song, then I don’t really have that liberty anymore, do I?  I might be interested to know what inspired you to write the song – but ONLY if the inspiration is in itself interesting and adds, not detracts, from the song’s integrity.  Remember, many audience members will think about the things you said on stage every time they listen to you in the car.  If your story about the song is going to undermine that experience, well, proceed with caution.

5.  CRAFT THE AUDIENCE JOURNEY
The songs you sing should be presented in context with the overall experience you are trying to craft throughout the night.  And in context with what may be happening in the world or in the lives of the audience that make these songs most timely and meaningful to them in that moment.  Consider that journey as you think thru your possible commentary for the evening. 

No need to script things, but do consider the general ebb and flow of the evening.  Too often I have seen artists just think about when to play fast or slow songs.  Or when to play the totally depressing number so they can recover with something chipper.  Or when it’s easiest to tune to that key.  Or when it’s easiest to get the drummer back up on stage.  (Gee, this is sounding like it might make for a whole other blog posting of it’s own…) 

Think about the emotional and sonic journey combined with any barriers the location or time of show might present to you achieving that journey.  And craft your commentary to support that entire journey, not just each song by song.

6.  IT’S ALL NEW TO THE AUDIENCE
This is one of the hardest things to remember, especially if you perform 80-150 dates/year, and especially if you are a truly inspired and talented musician.  Because with creativity comes a necessary restlessness.  You will simply need to find a way to channel that drive to create more new now into on stage spontaneity on stage and writing off stage.

Do NOT feel like you have to vary your set list and song order every night to keep things fresh.  Do NOT feel like you’ve failed if you tell the same story one night after the next.  Do NOT feel like you have to play a different guitar solo every night. 

Craft and refine your set list over time – only making changes because something didn’t work the night before or because you think something might work better.  If a story you told in San Antonio went over well with the audience, by all means tell it again in Austin.  Like they say, if it ain’t broke don’t fix it…  If you play an instrumental section long enough to finally get good at it, for god’s sake don’t change it just because you think that makes you some sort of guitar hero.  Famous guitar riffs become that by being repeated night after night after night after night to audience applause. 

Just remember, while it may not be new to you, whatever it is, it IS new to the audience TONIGHT. 

Many artists only think about their set, their show, their band.  You be the artist who acknowledges that the audience is new every night.  THEY are to be your source of spontaneity.  Let the newness come from the other people in the room with you – experience what is unique about them in real time and you will really be onto what makes live performance so thrilling.

7.  COUNT YOUR PITCHES
While I do encourage you to repeat things you’ve said or played night to night when they work and the audience responds well…  I will also say if you are going to do this well, there are a few things you should keep in a notebook about each gig to make sure it all remains new to the audience.  (You DO keep notes, right?) 

In baseball, pitchers and catchers mentally keep track of what each opposing batter does each time they are at the plate.  That is why with each new at bat it becomes increasingly more difficult for batters to hit well.  The catcher knows before a batter even comes up to bat if they pull the ball, if they are fast enough to bunt for a base hit – essentially what worked on the batter.  And they also consider where the batter is in the lineup (1, 3, 5 or 7) to anticipate how their manager thinks they are best capable of contributing.  But pitchers also know that if they throw the same sucker pitch every at bat, the batter gets wise.  (and bored)

Performing is no different.  For all of the shows you play, mentally, in your iPhone notes or on paper, keep track of…

• who else was on the bill with you
• who you brought for accompaniment
• what your setlist was
• which major stories you told
• what press/radio/media attended

That way you can always look back at what you did, how the audience responded to it, etc, to help you avoid any repeat performances.  Groupies who follow you in their car from DC to Philly to NYC won’t mind hearing the same stories in all three shows.  But if they hear them again six months later, they’re gonna start thinking you don’t have enough material to keep the show fresh.

8.  INTRODUCE YOUR BAND
Pretty simple.  Don’t forget to tell people who those talented instrumentalists and backup vocalists are.  And try not to wait until the end of the night to do this.  All of the people on stage with you are an integral part of your presentation.  Especially in small rooms.  If the audience feels connected to the players at your sides and to you, they will have that much more of a meaningful experience.  So you figure out how you want to do it.  Some people play one song with the whole band and introduce them right up front as a sort of - “here’s who’s up here with us tonight…”  This is usually done if the side players also have vocal mics and are likely to talk.  (It’s always awkward when someone talks on stage who has not been introduced yet.)  Some people introduce one at a time after they have a solo on different songs – the jazz way of doing it.  You will find what works best for you and your band.

9.  THANK PEOPLE
Before your last song, if you haven’t done so already, thank the audience, the venue/presenter, any media or press who supported the show, and don’t forget the volunteers, wait staff and engineer/sound person.  This is a business in which many people work very hard for very little pay.  And they do it for music – and for you.  And if you want to come back to the room, and continue to build in that market, these are people you need on your side for years to come.  You’d be surprised – this type of goodwill goes a long way. 

10.  OH GOD THE ENCORE
Don’t assume you are going to have an encore. 
Don’t play two or three songs in an encore. 
And for god’s sake get the hell off the stage and fully out of sight.

Wait for the audience to express a desire for you to play an encore before going back out there.  I don’t care how small the club is or how long it will take you to get off stage and back on again, or if there is no back stage and you have to go outside on the street to make your departure.  If you don’t leave the room, it’s not an encore.  It’s just another song you tacked on because you felt like it. 

There’s nothing worse than an artist playing an encore when all you want to do is get on the train or in your car and go home.  I know everybody does it, but don’t be that way, too.  It’s ungrateful, it’s self-absorbed, it looks bad, and it is evidence that you do not care what your audience is thinking, or even know what an encore is.

An encore is when you play an additional number because the audience demands it.  Please do not take that lightly.

An encore is one song.  The word encore means “again” not “again and again.”  If your audience calls you back 3 times, I’m fine with that – play three songs.  But make them call you back.  Don’t just get up there and play three more songs.  Nobody asked you to do that.

At the risk of sounding like Col. Tom Parker, who never let Elvis do encores because he wanted the audience to always leave wanting more, I do not think every show should have an encore.  In fact, I think very few shows should have an encore.  Encores should be special things – given as gifts to special audiences – after a particularly special night.  They should only happen when the audience has been so moved that they are either brought to their feet or rendered immobile in their seats and refuse to leave.

I once witnessed Ani Difranco remain off stage for 15 minutes before returning for an encore.  In that time, the audience went wild.  They quite simply did not want the night to be over.  They clapped, they yelled, they banged on the floor and their chairs.  As a member of the audience, you got the sense that Ani came back out so as to stop the people in the far aisles who had started hitting their hands on the newly and expensively renovated walls of the old Somerville Theater for fear it might actually fall to pieces.  But let me tell you, that is an encore I REMEMBER.  And I thought that night, yeah that’s the way it should be done.

Now that said, I know this will change your set list…

Many people save their fans’ favorite song(s) for the encore.  So you have a decision to make.  You are either okay if you don’t get to play it or not.  If you are not, then it means you use something else for your encore.  But another thing to remember is, if you get a reputation for not always doing encores, and you also give audiences an idea of the song you play in your encore and they know they didn’t hear it – it may be another way you can court your audience to engage and become a more vocal, responsive part of the show.

When an audience performs

The good, bad, ugly, and amazing things audiences do…

I have been managing musicians for ~ten years. Not long in the management world, but long enough to go to probably eight hundred shows. And when you are the manager at a show, you are watching the audience as much as the artist. Who’s smiling. Who’s laughing. Who’s bored. The heads that are nodding. The toes that are tapping. The two or three people who’s reactions can influence the other concert goers. And sometimes, the eery silence and still of awe.

On very special nights, the audience performs just as much as the people on stage. The best performers invite this engagement and know how to shape it into magical nights of memory.

As a musician, it can be scary when the audience invites itself into your show, and really it is all in how you handle them that makes the difference. So first we’ll talk about some of the ways musicians have handled poorly behaving audiences, but if you read on long enough, we’ll also get to stories of a few of the shows painted by a magic that only engaged and interacting audiences could have created.

BUSKING
While listening to a busking musician once, I watched a child walk up between songs and drag his sticky fingers across the strings of her guitar. Astonished, I watched as the child proceeded to strum strum strum and the mother did nothing to stop this intrusion on the subway performer’s personal space and property. As if the act of performing converted her to public property. The imaginary bubble around the performer was not only severed, but the instrument of the songwriter’s great work was being handled so carelessly. It seemed like a great assault to me. But the initial alarm passed from the performer’s eyes when she realized it was a child doing this, and she immediately distracted the child by playing a song – at which the child resumed his seat on the bench beside her – and just like that the problem was solved. The show went on. As a manager, I learned that an artist can handle just about any situation, provided they prepare themselves for inevitable things that will occur because people will be people – and provided they keep their cool.

AHA LEARNING: The best reactions to audience assault come from artists keeping their cool. Even if the artist still determines to admonish or complain – if they do so thoughtfully, it can have desired effect.

TALKING PEOPLE
In the movies, invariably you will see the scene of the opener desperately struggling with the rowdy people in the bar. Screaming and laughing and fighting and doing everything but listen to the artist. They came to this bar to see the band, for sure – but they came to see the band because they always have a good time when they do. And sometimes the good time gets loud.

While most of the things in movies aren’t exactly as they really occur in life, it is true that there is no shortage in the world of rowdy bars with stages in the back. As a hard-working touring musician, sometimes you will know you are walking into one of these gigs, and sometimes they will take you by surprise. Either way, you will have nights you can stand it and nights you can’t. Nights when you feel the audience is creating a unique, fun flowing, rowdy vibe that you are totally in the mood for, and nights when it just feels like one hour-long battle with the din of laughter, 75 people pretending to whisper, the poorly timed whoosh of the espresso maker, and even the clinking glasses start to irk you.

I have seen musicians handle this many ways. Some focus their attention on the people who are listening – who drove an hour or two to be at the show – who are equally annoyed by the rowdy folks – and who are most impressed by the grace and composure the artist maintains. Other artists completely lose it, and tell people off – a tactic I have seen have variable results. I find it particularly interesting that I have seen the same tactic backfire for one artist and work wonders for another – which I will share in brief…

In 1994, Natalie Merchant performed a mostly seated concert at Tufts University. While most of the students were quiet, there was a gaggle of latecomers in the back of the room who were talking. The noise annoyed Merchant, and she also read the room anticipating that it was annoying the audience members who were enjoying the show as well. Unfortunately, she misread the room. She was surprisingly abrupt and shouted at the students to “shut the f!@# up” – an action which backfired in the end. Not only did she disrupt the positive vibe she had created at the concert, but also for several years the campus was a buzz about how she couldn’t handle a few hecklers. Her outburst did not seem cool, but rather disappointing to previously loyal fans. Also unfortunate for acoustic music lovers on campus, the incident led the concert board at the university to withold from booking similar shows for several years.

It’s just not cool to tell off your audience outright like that. There are ways to do it, but “shut the f!@# up” is rarely effective.

Interestingly enough, in 2008 I was amused to witness another musician employ nearly the same tactic in a bar not two miles from where the Merchant played, to completely the opposite response. The bar was packed with people who came down to see this artist perform, but as described earlier, sometimes fun gets loud in small venues, and people started to chat. This time, the artist had invited guests to join her on stage. So before one of her guests started to play a song, she told the audience to “Oh please shut up. I don't care if you talk thru my set, but I really want to hear her - and if I can't hear, neither can you."

Somehow the audience seemed actually relieved to be scolded. Was it something to do with this artists’ personality? This artist is edgier than Merchant in character. The age of the fans? The second audience was college age and older. The fact that it was a request on someone else's behalf and not her own? Expectations? She’s not on a major record label. Changing times? Almost 15 years in social/cultural change have passed.

Any of these things could explain why one audience would be hurt and pissed off by an artist taking this approach, while another became more endeared than ever before.

AHA LEARNING: There is no right answer to the situation you are in. Only your answer. The one that is true to who you are. In that space. In that time. With that audience. Every night is different. You are the best judge of the room. The more you train yourself to pick up on signs of the group psychology of the particular room you are in, the easier you will find it to maintain casual control over the “vibe” and hence experience your audience is having at your show.

PHYSICAL NEEDS -or- NEEDING TO BARF
If you tour heavily to support your career and build audience in many regions, inevitably you are going to get sick. One of the most difficult decisions a musician must make in these times is whether to tough it out and play the show or cancel. In general, cancelling dates is frowned upon - there really is a "show must go on" in the entertainment business. But it's up to you to know your boundaries and what you are capable of doing. The one thing I would say, is that you probably are capable of doing more than you think. The body and adrenaline is a powerful thing. Just keep yourself in check and make sure you are doing what's right for you.
As you build experience on the road, you will get a lot better at telling when you are well enough to still perform or when you really shouldn't go out there. Namely, whether you are going to still be able to give a good show - or whether you will risk all the good people who bought tickets coming out again to see you in the future. You will also get better at telling whether you should keep your maladie to yourself or let others know.

Some of the coolest venues have no green room, no bathroom, nothing but old beams, a sound system, a grateful and eager audience, and plenty of cookies and character.

On one such evening, a songwriter I know was waiting in the wings to take the stage. While the presenter made announcements and began to introduce her, the songwriter faced the unfortunate reality that the food allergy she was experiencing was not going to give her an hour and fifteen minutes of peace to perform. She surveyed the scene around her. This venue was situated on a hill, and had no green room or restroom nearby - so she would literally have to get in her car and drive down to the house below if she needed to "have a moment" to compose herself. She had a decision to make: take the stage and quite possibly barf right there in front of the audience; or excuse herself and make the trek back down the mountain to “base camp” where she could visit a restroom. After her name was announced, as the audience sat anticipating her appearance, they all heard her van start up and drive off down the road. Five minutes later, she appeared, explained the situation with humor, and endeavored to play a brilliant show – which endeared the audience even more.

I witnessed a related moment at a Beck acoustic show one night at Sanders Theater in Cambridge MA. The pre-show meal had not arrived on time, and Beck had to proceed on stage hungry. He performed his first few songs without a mention, and then just gave up on discretion and let us all know that he was really hungry. Would we mind if he had some dinner? Well it was absolutely hilarious. At first. He ran down to the green room (which I knew was not very near the stage) as the audience sat and waited. He returned with a full plate of some sort of noodle dish, spaghetti or something kindred. He ate the entire noodle dish right there on stage while we all watched.

My only critical thought about this move, is to keep things like this short and sweet. There is a point at which the surprise and delight of something unusual like this happening turns into taking advantage of the performer/audience relationship. And audiences don't like that. In other words, the first half of the plate was funny, unusual and entertaining - but there came a point where this went on so long that we all wondered why we paid good money to watch Beck eat. The good news (for him) was that half of his audience had the munchies too, so they understood and went along. I'm pretty sure I was an outlier. The fella sitting in front of me just laid down across the seats and took a nap, waiting for the show to resume. Wouldn't work for everyone, but it seemed to work for Beck that night...

AHA LEARNING: Have courage that your fans are there because they really DO want to like the show, and because they like you. If you tell the audience what is going on, where you want them to go, they will follow you lead in the journey you are taking them on. They are there with you, not against you - your job is to keep them with you. Sometimes the things that seem unspeakable to you are what actually make the audience feel like the night is special. Remember – people do not come to a live show to hear you play like your record. They come because they want more insight, the live experience, and because live is unique, spontaneous and never repeated again. The best shows make the audience feel like they have participated in a one-time event.

THE UNEXPECTED PLAYER
There are some things as a performer that you will do on the spot, but you would never say you would do it if someone asked you before the show. One of the most transcendant moments I have personally witnessed during a show was so cool that some folks at the merch table and on message boards after the show speculated that an audience member may have been planted.

Susan Werner did a tour to support a new release called "Classics" in which she rearranged pop songs from the 1960s and 70s for strings, and incorporated well-known classical pieces within the songs. During these shows, there was usually a segment of the night where she would open up a discussion about classical music. The classical cellist she hired for the tour, Julia Biber, would pull a microphone over and Werner and Biber would discuss classical music, culture, fans and instrumentalists. And in a tongue in cheek sort of way, teach the audience a few things they may or may not know about the classical genre.

For people who don't listen to classical music much, it was fun and made classical music approachable for folks who don't always listen to it. During these sections of the show, Werner was always watching for Classical music fans in the audience, on the lookout for reactions. One audience member in Cambridge MA must have appeared particularly pained, because after this section of the show, Werner called out to her asking if they'd totally tramped all over the Classical genre.

"Are you a classical musician?" And the woman replied shyly that indeed she was.

"Are you a cellist?" Nooo.

"Strings?" Nooo.

"Ohhhh.... You are a pianist..." The inflection in Werner's voice, herself a pianist, in a moment of friendly competition, was palpable.

Werner went for it.

After much prodding, Werner enticed the audience member to come up on stage and play something. The audience hushed, afraid of what might happen. What if this person was awful? What if she couldn't play at all?

But she wasn't awful, of course. She was brilliant. And we were all treated to 3 minutes of classical in one of the oldest and most legendary folk listening rooms in the country. Because Werner had the guts and confidence to let this audience member run away with the show for a moment, we all had the feeling we had seen something that nobody else could see - we participated in a special moment of time. A moment to tell other people about.

And Susan accomplished her goal - of making Classical music palatable and enjoyable to people who don't usually listen to it. And presenting the notion that more people play Classical music than most people realize. Even in our own hometown. Everywhere we go, people know how to play instruments - some very very well.

AHA LEARNING: Take risks. Believe in your audience. They will surprise you as much as you surprise them.

Things to think about when opening a show

One of the many things a new, unknown artist does to get in front of audiences is open shows for already established acts. While opening’s effectiveness at building your draw is debatable, and often varies from city to city and venue to venue, it is invariably something you will do not just at the beginning of your career but throughout. So it’s worthwhile to think thru how you approach opening shows, and evaluate how you are doing at it.

Openers are sometimes called “support” or “guest” in terms of how you are billed at any given venue, and sometimes the terminology differs based on how advanced or well known you are – or frankly, arbitrarily. Whatever you call it, generally it translates to be a 25-30 minute or 4 or 5 song set at the beginning of someone else’s show. After the audience has seated (for the most part) and is quiet (hopefully).

You might come to open a show because the venue took a shine to you and asked for the headliner’s approval for you to support. Or maybe the headliner took a shine to you and asked for the venue’s approval. An agent booking a tour may have asked the artist and venue to approve. Heck, some opening spots are even won by participating in song competitions. Knowing how you got there is kinda important – as it informs WHO YOU SHOULD REMEMBER TO THANK. It also informs the likelihood of your ability to secure other dates on the same tour if you ask for them.

However you got there, once you get the gig, you’ve got to stop thinking about how cool you are for having gotten the gig and start thinking about how to do it well – and what you want to gain from the experience.

Many inexperienced artists think opening is all about seizing your 25 minutes of fame, and that’s it. These artists are absorbed in their own desires to move up the ladder, and to be able to say they opened for so-and-so, or played at such-and-such venue. They confine the extent of thinking about the gig to which songs to sing and where to celebrate after with their friends who come see them shine.

Here’s the thing – opening is an important part of your job. It’s as close to apprenticeship as you can come. And there aren’t many professions out there that still have apprenticeships. So take advantage! Watch that headliner, learn. Ask questions (without being annoying).

Here are some quick dos and donts when opening:

1. THANK PEOPLE
   DO express your appreciation for being offered the opportunity to open – and if you are a fan of the artist you are opening for, don’t be too proud to say so. The people you are singing to in the audience are coming there as fans, too, so they will understand the feeling and it may endear you to them. But if you don’t know the headliner’s music, don’t lie. Thank the person who got you the gig, whether or not they are in the room. Chances are your appreciation will get back to them.
   
2. KNOW THE TIME, DON’T ASK PEOPLE TO TELL YOU HOW MUCH TIME YOU HAVE, AND DON’T YOU DARE GO OVER
   DO bring some sort of time measuring implement – either affix a watch to the mic stand or your tuner or know where there’s a clock in the room that you can see, preferably without the audience being able to detect that you are peeking. I have seen some musicians wear watches backwards on their wrist, so they can see the time when they look down at their guitar frets. Know precisely how long it usually takes you to play your songs, and whenever possible actually take LESS time than you are offered. If the headliner is gracious enough to give you 45 minutes take 35; if they give you 30 minutes take 25; if they give you 25 you probably do need that full time. But if you get to ~17 minutes and are picking between one or two more songs, just play one. In fact, whenever in doubt about time, just play one more song not two. Headliners will never fault you for going short. They will think you’re a pro if you get on and off the stage quickly, and if you They will be more likely to ask you to open for them again if you don’t eat into their set or make their show go late. It’s very important that you get good at this.
   
3. ONE INSTRUMENT, TWO TUNINGS TOPS
   (unless your whole schtick is multiple instruments)
   I’ve known many songwriters who use non-standard tunings in many songs – and when they headline they often do need to use multiple instruments to cut down the amount of time they spend tuning on stage. Unless you are opening on a major tour in which there are stage hands to help, and it is clearly acceptable for you to travel with more than one instrument, don’t. You should have 5 songs in similar enough tuning that you can avoid instrument changes and excessive tuning that takes up your already short time with the audience. Keep as much of your focus on the audience as you can, and they will stay focused on you. If you start tuning up and tuning down, they’ll start tuning out. Think thru tunings when you are figuring out your set list with this in mind. And in general, stay out of the way of the headliner’s setup – don’t move your things after soundcheck.
   
4. KNOW WHAT SONGS YOU ARE GOING TO PLAY
   For god’s sake. Make a set list and stick to it. When you make your set list, think about how long the songs are, what tuning they are in, and especially choose songs that you think represent any kinship you might have to the headliner that would entice their fans to also like you.
   
5. START WITH A SONG THAT LET’S YOU WARM UP
   This actually goes for your own full length shows, too. Your first song, whenever possible, should be one that has a hook and “sounds like you” – but also consider your vocal range, and how much you need to warm up before singing it. Some musicians like to start with a song that crosses their vocal range because they warm up best that way. Some like to start with a song that they could nail in their sleep, without any warm up (tho you SHOULD warm up). As it gives them a chance to get a sense of the room and relax into the set.
   
6. TALK BUT DON’T TALK TOO MUCH
   People want to hear your songs. Mostly. Definitely let your personality come across, but make sure you do not lose a precious song by talking too long. You don’t have to tell them everything about yourself on the first date. If you leave them wanting more, they will have plenty of time to get to know you.
   
7. BE THERE FOR THE HEADLINER’S SOUNDCHECK IF THEY ALLOW YOU
   Some headliners like privacy during soundcheck. So you don’t have to ask permission (unless it seems natural to do so – as in you’re talking with the headliner before they go check), but if they ask you to leave don’t feel rejected or offended. It’s just one of those things. Some people like everyone to be out of the hall when they soundcheck. But definitely try to slink off in a corner and watch not only how the artist describes what they want in terms of sound, but also the tricks the sound engineers implement to handle different things, and train your ears to hear what happens when the engineer responds to the requests of the artist and/or their road manager. You’ll learn quickly what frequencies are, what low end, high end, mids and reverb is. You’ll learn that some people like a lot of themselves in the monitor, a lot of instrument or vocal – and hearing these preferences will help you understand what you like. You’ll also learn what rooms have engineers that are amazing pros, and what venues have engineers who are still learning themselves. You’ll see what type of direction engineers like and don’t like. And you may even build rapport with engineers by asking questions about how things they did work, after the soundcheck is over. (Don’t get in the way! That’s a sure way to get asked to leave.)
   
8. STAY FOR THE HEADLINER’S SET
   Drinking with your buddies or hanging out in the green room or having a long drive ahead of you are not good excuses to leave the show before it is over. Not only does it make the headliner think you are not serious, but it also makes the club manager settle up specially for you (which means you’re high maintenance) and it just makes it obvious that you don’t know what it means or why a person opens shows. Watching various headliner’s shows is the way you learn to create your own show. You can watch what the audience reacts to, what they don’t react to – and most importantly the difference between a quiet audience that is enthralled and a quiet audience that is bored. You can see what tricks of the trade headliners have picked up over the years, and decide which of these might be helpful to you – and which don’t feel authentic to you. Like in grammar and most things, it’s always best to know the rules in order to break them.
   
9. BE GRACEFUL WHEN YOU’RE GIVEN ADVICE, EVEN IF YOU ALREADY KNOW IT’S WRONG
   Sometimes the advice you get when you are opening will feel wrong. You’ll know it in your gut. It’s offered with your best interest in mind. But it just doesn’t feel like something right for you. No matter. Right when that defensive voice rises in you, just remember it’s a small world and it’s ok to beg to differ but best to just say thank you you’ll consider that and move on. Could be that advice will never come in handy. Or could be that advice just isn’t right for you right in that moment. Sometimes advice that doesn’t apply to you now will become useful to you 5, 10, 20 or even 30 years later.
   
10. OBSERVE GREEN ROOM ETIQUETTE
    Okay, here’s the deal. You have to be very perceptive, and be confident but courteous. At some venues, you will have your own green room or dressing room area. But most venues has only one green room, so you will be sharing with the headliner. Do not mouse around like you don’t belong there, or feel like you have to kiss ass. You are performing that night, so it is totally reasonable for you to expect that you can be in the green room and that the provisions of the green room will be made available to you. However, the way you carry yourself and level of professionalism you profess will go a long way. Oftentimes it can be the thing that a headliner remembers about you. And what you remember about the headliner. SO, don’t be afraid to eat the fruit, but if there’s opportunity, definitely ask permission or make sure there’s no reason you shouldn’t. If the artist and/or their band are drinking alcohol, then that is an indicator that it is ok to do the same. But if you really want to be a professional, you will do so very subtly. You should by NO means use recreational drugs or other substances that produce scents or evidence in the green room unless the headliner literally hands you the joint. And I really don’t think they will. If they DO offer you a smoke, and you don’t smoke, you should feel totally comfortable saying NO. Really. Just be yourself. In general, it’s always best to have your beer after your set. Focus on your performance. If the headliner is running through songs with their band, and everyone stops when you come in, just casually ask “ok to be in here, or do y’all need alone time?” Most headliners generally hang from soundcheck to showtime – might take a nap – and if they’ve been doing this a long time and they want you out, they will not hesitate to tell you so. In general, follow the way of the indigenous people to that green room. :)

Things to consider when trying to book/secure opening slots…

EVENING WITH
Important terminology for you to know, when trolling calendars looking for gigs you might open on venue calendars, is if you see “Evening with” before the headliner’s name, it generally means that the show was intentionally booked with no opener. So it’s probably not worth inquiring about those ones. Just annoys the venue if you ask about gigs that are clearly marked to not have support.

HEADLINER’S PERSPECTIVE
Headliners like to support artists they know. So it’s important that you not take it personally if a headliner doesn’t approve you right away, especially if they haven’t heard of you or your music before. Give them time to let them get to know you and your music (and hear about you through the rumor mill about who rocks). You have to remember – the headliner is giving you 30 minutes with their hard earned audience. For your purposes, imagine they are giving you 30 minutes with their mother. Don’t be offended if they say no – but be honored if they say yes. And be especially honored if they talk about you during their set – that’s the type of endorsement you really want. Sometimes that can go just as far as you up there playing when it comes to folks visiting the merch table at intermission or after the show.

Most importantly, HAVE FUN and BE INSPIRED!!

On being who you are...

"Stage presence" doesn't mean be someone else for 60 minutes....

Or does it?

If you are a touring musician, you will find no shortage of advice for how to perform. Out there on the road, there are people who will try to tell you how to be. Fans, presenters, your mom…

Some of the advice you receive you should listen to as openly as you can muster, and some you should hear but politely disregard. Sometimes, they’ll tell their priceless advice to your road manager or agent or manager, and that person will hopefully practice good judgment to determine if the information will be vital/helpful, or a distraction from what really matters in getting you on your way.

If you're out there toughing it on your own, try to be open to what people have to say - but also remember that criticism is subjective. While everyone’s a critic, only you will be able to ascertain when criticism should be considered and acted upon. When something is worth internalizing as something to grow on, and when it is coming of that person's own issues and concerns and may not be universal.

Remember the audience.

I tend to find one of the best guides to hold criticism up to is Joe The Audience member. (Joe The Plumber joke intended) But seriously, take what a person said to you and try to imagine three other audience members saying it to you or to one of their friends. If the advice still sounds realistic coming out of their mouths, in your imagination, then it is probably worth thinking about more. If the advice is so subjective that you can’t imagine it coming from another audience member in that or any other room, then take it with a grain of salt and stay your course.

Self-awareness, experience and confidence are a huge part of your development path...

As a performer, and as a person, you live somewhere on a Kinsey-like scale of your own confidence level in what you do on stage, not to mention your confidence level in who you are – on and off the stage. Over time, as you grow, the way you feel about this will change. It’s different for everybody, but above all, don’t feel like you have to have a fixed opinion and stick with it. Your relationship with yourself as a performer WILL inevitably change the more you learn.

Chances are, right now, you can either handle talking about your “show” directly, or to you thinking and talking about how you behave on stage intimidates you. You might feel it undermines "the magic" for you and discussing it only makes it harder for you to navigate. Because of your character, or because of where you happen to be in your own development of self-awareness as a performer and a person, just have patience with yourself.

All of these things take time, openness and practice.

It doesn’t matter what type of person you are, or where you are in this development process. But it does matter that you recognize and accept the way you are – at any given point in time. Where you are in development may greatly change the type of people you should look to work with, what communication styles will work best with you, and what you expect and what you need from them in way of support. How direct or nuanced they should be when they communicate with you about these topics. Whether they should push you or let you be.

Who are you on stage?

Or the real question first is… Who are you?

There’s an ongoing debate I’ve had with various musicians I have worked with over the years. And there may or may not be a right answer - but it is a fruitful debate and one you should consider for yourself. It is the debate over whether or not the person on the stage and at the merch table at shows is the same person who gets into bed at night back at home.

Is the person who performs and peddles the music the same person who lives the daily life of the musician? And if those people are separate, then who writes the music?

Some musicians claim they protect themselves a little when they perform, by placing an intangible layer of distance between the character they play at shows and the unedited person they are at home. They do develop a character that is based on who they really are – they just play up the elements of their personality they figure the fans most admire, the elements that make them feel best able to perform, and they keep some of the other, more vulnerable, complex, or even objectionable parts of who they are for home and personal use only. For people inclined to work this way, having that differentiation helps them plan and play their shows, helps them know how to "be" in interviews, helps them know what personality to channel and portray when fatigue and road wear make them really just want to be on a couch watching TV somewhere. Musicians in this school of thought claim doing it this way not only creates a buffer so they feel like they still have retained part of themselves that is private, but they also say it helps them maintain the energy level that is required for a life on the road.

Now on the other hand...

Other musicians find the creation of a “stage persona” to be exhausting – like keeping up a series of fibs and not being sure how to remember all the things they’ve said in order to keep up a lie. They prefer to be entirely themselves on stage – and contend that their fans really want that person anyway. Otherwise, why would they come out to shows? This approach to celebrity is certainly in part in response to the 24 hour news cycle and the way social media and other forms of instantly updates sources have created a new era in fandom - the papparazzi-like masses. In a world with instant media, it can be hard to keep up any sort of persona. And so, artists in this camp tend to believe the best thing they can do is be their authentic selves - and hope that is good enough to be adored. That in any flaws or misunderstood moments will be an element of truth that the fans will trust in a way that they can't trust the constant performer.

On face value, if asked, most people would say truth is best. It is considered better to be honest than to lie. It is considered better to be the real thing than to be a fake.

Right?

We all want to think that who we really are is good enough for people to love. And in our private space, that is absolutely true. But what about when we turn our personality out to the public?

Welcome to the mixed message that is consumer response!

I once heard an agent say:
“The audience wants you to be real, but not TOO real.”

What the hell is THAT supposed to mean?

When you’re just being you, trying to do your thing, how do you know if you’re being real or too real? People don’t work that way… A musician can’t be constantly analyzing how they are being. Then nothing will be real. And everyone will get all caught up inside their heads, unable to create, perform or drive to the next gig.

A manager once pulled me aside at SXSW and asked my opinion of his artist’s showcase performance, “Do you think she’s being too cutesy? Like, not grown up enough?”

He seemed almost scared – as if cute was the kiss of death. Tho I’m not sure if he was scared she was not grown up or scared she was pretending to not be grown up or scared people wouldn’t like cute. I tried not to BARF at the sexist inclination of his observation and focus on the question he was asking for my comment on. To me, it just seemed like she was behaving as the creative, theatrical performer she is – which in my opinion is what is so special about her – to fans and industry folks alike. I told him so, but have no idea what he did or didn’t say to the artist. Ugh... What did he say to the artist? (Yet another future entry topic – how business people navigate communication with creative people.)

Every artist navigates the extent their public persona matches their “at home” persona in their own time, in their own way.

You will find your balance point of accessibility with the audience while still enjoying some level of personal comfort zone. If you are an indeed an artist who thrives in live performance, and keeps your show fresh and new for the audience over time, you will likely revisit your boundaries on this front many times over the years in different cities and environments.

Wall Street versus Art Street

One of the most challenging things about a life in music is the inevitable and perpetual need to navigate the delicate balance between business and personal. Between music being your job and music being your love. The need to pay the rent versus the need to do what you love and believe in. The desire to have long term financial and life plans versus the ongoing challenges of paying for gas, paying the band, feeding the band, airplane tickets, the fee for a one way drop rental car, and that unexpected speeding ticket just trying to get home from the gig.

All of the noise and clutter the daily debate creates can make it hard to see the tree for the forest. And when you finally get a moment with your friends, who love you, all you want to do is be safe from all the decisions and worry. But then you are faced with the question of whether and how to tour with them. Because as much as you try to avoid it, inevitably y’all get to talking shop…

Music is a life that breeds collaboration, in fact, screams for it and needs it. People in a room making sounds that move us, inspire us. cheer us, worry us, and ultimately bring us together. In your fellow musicians and songwriters you find inspiration, and you inspire. All of the greatest periods of creativity in human history were also times, coincidentally or not, when the greatest artisans of the time collaborated and competed in ways that compelled them even further in their craft.

Communities of songwriters thrive in cities from Seattle to Atlanta, Austin to Boston – and that’s just the USA. Here in Massachusetts, we have a wealth of songwriters who know and admire one another, and often work together here or on the road. Some come here chasing the heritage of Cambridge, because of the world-changing folksongs that were bred here. They tirelessly labor after a new sound, a new Cambridge – retaining the truth and courage they find in being in the town where Joan Baez and Bob Dylan and Joni Mitchell and others collaborated. Some are after the community that has been nurtured here. Because you really can go into a handful of small joints in Cambridge on any given weeknight and find some of the nation’s best players, songwriters and collaborators playing together. It’s like a Harlem renaissance of honest music. I’m pretty sure it’s what people think they will find if they go visit Nashville, but little do they know they would find it if they just wandered the streets of Porter or Harvard or Inman Squares on the average Thursday night.

So, with all this community comes Collaboration.

And of course it’s fun cousin Competition.

As you grow and build, you may silently feel disappointed in yourself to find that you start to think… Your friends are competitors. And your competitors are friends. And you hate that – about the business of making music, and the fact that you even think about it. But it’s true nevertheless.

As you realize this, you determine you are part of a finite ecosystem. And the choices you make about where you tour, who you tour with, how you promote, who you align with – all seem to impact your path and plight in the ecosystem. And you then begin to navigate for yourself the things you value most, and the balance you keep between driving your music career forward and remaining true to your community of fellow artisans – who are all also making their own choices of priority.

So when the beast of business rears its head in the middle of your song circle, what should you do?

Should you feel guilty and ashamed when someone you personally love and admire asks you to play shows with them and you don’t know what to say? Should you pray at the altar of Woody Guthrie and the gods of hootenannies that you won’t be punished for immediately thinking about the fact that your friend is unlikely to sell tickets?

We like to pin business on the big labels, the old ways, and the bad guys. We assign business the archetypes of evil things – money, greed, ambition, maneuvering, distrust. And we assign craft the archetypes of good – virtue, honesty, purity, meaning, worth, sacrifice, giving. It may seem a clear black-and-white ethical debate, but real life is so much grayer.

Well let’s see, what do you do?

You can get a manager, agent or other business partner, and assign them the task of being “the heavy.” They look out for your best interests and by nature of their job description. They keep you on a business path while you keep you fight for artistic integrity. Ahh the lovely friction.

You can piss off all your friends, tell them they aren’t as cool as you, and travel thousands of miles with strangers for five years, only to find out that your friends are the people who are still in the business ten years later and you really wish you’d done more with them when you started out in the first place.

Or, you can take these things as they come to you. Make these decisions and navigate on a case by case basis. Stumble sometimes, apologize sometimes, and be relieved you did. You just gotta find your own way to be honest with your friends about your goals, and honest with yourself about what you may need to do (or not do as the case may be) in order to achieve them.

The best thing you can do for yourself is get a plan. If you have a plan, then making decisions like these becomes a lot easier. Even if the plan changes. And changes often. Get a plan.

Oh, that means I’m gonna have to write an entry about how to get a plan, doesn’t it? Hmm… Okay…

Gig swap rules of the road

Don’t just swap. Swap smart.

THE DOs and DON’Ts of GIG SWAPPING…

1. Don’t swap with someone whose music you don’t like. It’s not a very nice thing to do to your audience.
   
2. Don’t swap gigs with people who have the same fans you do. As in IDENTICALLY the same people who came to their gig last night came to your gig last week. Or even 50% crossover fans. It defeats the purpose. Mix it up a bit. Swap with people who are kindred but not the same.
   
3. Swap gigs with people who are strong in markets you actively WANT to pursue (as in, don’t just go there because it’s a gig and you didn’t have to book it yourself). Think carefully about what markets/venues you want to build in 3 months, 6 months, 1 year, 2 years. And be realistic about what you think you can achieve, so you select the right gigs to get there.
   
4. If someone offers you their hometown, try to give them your hometown or a market where you can draw what is the equivalent of what they are offering you – it’s only fair. Especially if their hometown is difficult to gain audience in.
   
5. If you take a gig with someone now with the promise of a future gig with you later down the road, don’t forget and let the gig never happen. That’s rude. Even if it never seems to work out, at least follow up for a while to make sure you’ve tried to make good on the deal. People don’t like jerks.
   
6. Seriously, I meant what I said in rule #1. I don’t care how polite you are, how much you like the artist personally, or how desperately you need a gig in that market. Don’t do it. Afterall, chances are their fans won’t be people you’re gonna want to return to in 6 months anyway. And you’ll be kicking yourself when you drive 5 hours to get to the gig and play miserably because your ears hurt.

I’m sure there are others, and I will add as they come to me…

What is a manager?

The business school answer:
It depends.

The Monkey's answer:
It's not what everyone makes it out to be, but that's not such a bad thing...

I read it in a book somewhere...
Donald Passman does a decent job describing the official textbook role in his music biz book called "All You Need To Know About The Music Business." He suggests a young musician look for someone who's connected as a Business Manager and someone who's organized as a Personal Manager. He threw in something about trustworthy, won't steal from you, and ruthless negotiator for good measure. But even so, the whole thing still confuses the hell out of me, especially with how quickly the business of music has been turned upside down...

I mean, what does it mean to be connected in this day and age anyway?

It's not what everyone makes it out to be, but that's not such a bad thing...
The music manager of the future is not the proverbial rainmaker, as "Hit Men" manager lore and music industry magazines will have you think. It's not a buncha back slapping, hand shaking, and napkin back deal making anymore. Not that I've seen, anyway. The managers of tomorrow are professional, tech-savvy, entrepreneurial marketers. They generally know more about music and creativity than they let on. And they network of people they bring to the table is very different from managers of days gone by. They people they need to know are often unexpected.

There used to be unsurmountable barriers between indie musicians and mass marketing channels. And managers were in place to help scale those barriers.

It used to be an artist had to...
- sign their soul away to a deep-pocketed label,
- wheel and deal with a clunky distributor,
- nose their way onto a big booking agency roster,
- insert a catheter for a payola-pushing radio promoter,
- beg and plead for a percentage of sync from their vaguely (i mean vastly) networked publisher,
- play anywhere for anything just to get people to hear the music.

The artist rarely had a say about expenses, but was expected to recoup nevertheless. Reports were generated monthly (sometimes) by the label, distributor or manager. Figures sprayed across dot stipple-printed spreadsheets as if they actually came from real data sources, and yet somehow nobody ever audited the labels or distributors. Only the artists were audited. Cassette tapes grew on trees, but no matter how many albums sold somehow most were still returned to the distributor and/or destroyed.

Return? Destroy?

Young managers and artists think that is some kind of joke. Like, "I used to walk 5 miles to school uphill in the snow..." Really, it happened. Return. Destroy.

What about the future? No more returns. No more stocking fees. No more shelf position. No more wasted inventory. Essentially, no more mass market blanketed PUSH.

"Push" marketing is much easier than "pull" marketing because it's just basically throwing money and reach/frequency at artist development. New forms of pull marketing - digital and social media, and other of the most measurable forms of direct marketing - they all can get complicated. And that is why managers of the future must be marketers.

I find myself with every new client that comes to Market Monkeys pausing to ask, "What's my job again?" The answer always comes back in some form of why I got into this business in the first place...

My job is to get songs into the ears and artists into the lives of people who will love them. Every listener and every listen matters.

In order to understand what a new music industry manager does, it is important to understand what's changed so much to make new managers necessary. See the new manager in his/her natural habitat, if you will.

Okay, here's the part where I pontificate on the future of music. So if you're sick of that stuff, I highly recommend skipping to the manager's list of survival skills below...

The future of music is a smorgasbord of all things good and evil in the history of our great(ly troubled) industry. Mainstream music's Managers, Agents, Labels and Publishers will continue opportunistic ventures that stifle a great majority of our nation's talent, and elevate a small minority of artists/albums in initiatives that stimulate the top (but not the bottom) line. It is important to understand the economics of these ventures.

The music industry has historically been about cash flow, short-term gains, and revenue (top line)... NOT net income/profit (bottom line). The Internet boom in America did more than just rapidly develop a new technology to facilitate digital music distribution. New technology is created every day.

The dotcom boom of the late nineties did much more than just invent digital downloads for musicians, though most people don't recognize it. The Internet boom rattled personal, public, corporate, and governmental awareness of the importance of bottom line financial results in business. Somehow we had gotten fat and happy for a spell there, and we were dazzled by the big figures at the top of our Income Statements. It created a shiny diversion, keeping us distracted from the part of business that has something to do with profit. The dotcom boom and bust taught venture capitalists a lot about qualified investments and dissemination of capital risk. The growing national deficit is fixing to teach us this lesson even more so in the next 3-5 years, so pay attention to this. It affects you!

Why is this important?
Because the time has come for the music industry to learn these lessons, too! And what better time than when it's terribly hip in the business and financial world to do so? Record label execs are nothing if not fashionably dressed, party-going and gift-receiving venture capitalists. They have to start thinking, investing, and behaving like it. You can be sure as the likelihood of an American football stadium name changing in 1998 that the VCs are watching SG&A (Sales General and Administrative expenses) nowadays. Labels should, too. As should artists.

(What did she just say? Artists should look at SG&A?)

Musicians are the CEOs of their entrepreneurial ventures. Some are small, sustainable ventures. Some are large, risky, and ambitious. Some are combinations of these and other elements. Music careers are like snowflakes. Whatever the goals and scope of a musician's business venture, the path is difficult and MUST have a determined and committed artist CEO at the helm.

Musicians are no longer hired by the labels. They are hiring the labels - letting the labels in on the deal, and partnering with labels to assemble the best possible team to promote their music and their brands. Musicians hold the assets, and if they can manage to leverage themselves enough to take on the bulk of the risk, they will reap the bulk of reward. But to do this, it must be a conscious decision to take on risk. And don't forget that the words "manage to leverage themselves" includes the word "manage" - while it's more lucrative than the old way, it takes a lot of work. And for some musicians, this means learning skills they never knew they would need, just to keep owning their songs.

The musician must assemble a team that supports his/her business goals. He/she must have a mission, brand, product, packaging, pricing strategy, event planning, promotion, distribution, marketing, and if possible they must advertise. The team members a musician hires to help their venture soar must be chosen carefully for their relevant intellectual property, experience, relationships, goodwill, and most importantly for their strategic plans and ability to execute.

You heard me right. Musicians are CEOs.

So, just as labels will no longer hire musicians, managers will no longer push musicians and other industry players around. Really. Managers shouldn't even try. It's embarrassing...

The music manager can't get by just being good at wearing black, hanging out with lawyers, A/R people, DJs, and promoters, and throwing weight around anymore. They can't make a business pulling the wool over people's eyes with promises of grandeur followed by an intimate walk down an unlit back alley. Managers can't strongarm, snub, sweettalk, or charm their way to success. They can no longer make a living out of writing contracts that artists sign out of need for the cap feather manager. The artists write the contracts now. And the manager signs. (Well, maybe it's not that severe. But certainly, the artist and manager define the relationship together and at the end of the day it is in the manager's best interest to manage the artists' expectations along the way.)

Don't get me wrong. I am not saying Managers are obsolete or no longer helpful. I am just saying Managers are being held to new standards of performance. Managers, Labels and Musicians still have places in one another's lives - but as equal business partners with shared goals... Make and evangelize great music.

New managers have to be superheros in strength, stamina, passion, confidence, intuition, and intellect. In short, the modern day manager's gotta hussle.

Here are just the first twenty survival skills of new music managers that come to mind...

1. Representing the artist with pride, professionalism, and integrity at all times.
2. Understanding what the artist is trying to achieve, and sharing the same goals.
3. Being open about what they are personally/professionally trying to achieve - I mean, it's only fair, and a manager's interests can impact the recommendations they make to musicians
4. Boiling down brand strategy and messaging, so it's easy for everyone on the team to know what to say about the artist, the album, the tour, the article, the interview, the what-have-you...
5. Understanding the artist's target market and fanbase - both in demographics and in common personality traits/behavioral characteristics.
6. Project management and interpersonal skills to mobilize a full team of people (both hired and volunteer) with diverse expertise to execute a fully integrated marketing program - usually on a small budget, with severe time limits, and with people who are not accustomed to being "briefed" or "managed"
7. Over-communicating, over-planning, over-analyzing, and over-reporting (meaing doing it a lot, not to be confused with over-stating)
8. Utilizing ALL forms of communication, having a sense of, sensitivity to, and respect for the forms different people in the business prefer to utilize (i.e. Snail Mail, Phone, Fax, Email, Blackberry, iPhone, IM, Text Messaging, Facebook, etc.)
9. Constantly innovating - always being willing to try new tactics, trespass unchartered territories with confidence and patience, and encouraging the CEO to do the same.
10. Dynamically weighing the pros, cons, and priority level of every new initiative and adjusting strategy to remain current.
11. Not only prioritizing what projects are most important, but also constantly auditing the best use of his/her own time to be sure every effort has anticipated return (in fanbase growth, fan lifetime value, or relationship-building, if not in short term gains)
12. Valuing past learning. Just because the industry has changed does NOT mean that all learning from the "old guard" is obsolete. I can't imagine anything further from the truth. Afterall, the first vinyl record sales happened similar to the way Hear Music has sold CDs in recent years... Through unique in-store product placement and creative distribution tactics.
13. Honestly accepting responsibility for mistakes and/or failures - and actively seeking to learn from these events. Sometimes accepting responsibility for the artists' mistakes and/or failures - but only when it has been clearly and mutually decided that the manager will do so.
14. Reading people. Understanding their interests/intentions. Knowing when it's the right time to fight a battle, and how is the most advantageous way of approaching such a situation.
15. Ability to talk to the artist about anything, bring up subjects others are afraid to approach, and do so with tact and the interest of the music/artist in mind (just as a chief operating officer would with their CEO).
16. Respecting the expertise of other team members, especially hired experts. (Basically, the manager shouldn't BS when there's someone in the room who actually knows what the heck they're talking about.)
17. Listening, leading, learning, deligating, motivating, executing, and continuously planning.
18. Running the artist's web site like a B2C retail ecommerce sales engine - with prioritized profit channels, sales goals, acquisition cost targets, customer lifetime value knowlege, regular analytics reporting, and ongoing optimization to enhance user experience and conversion rate.
19. Insisting on measuring anything and everything measurable all the time everywhere, and unabashedly throwing tantrums whenever a musician balks at record-keeping tasks.
20. ... And when necessary, recognizing the human need to stop pushing for a moment, leading the team in a collective deep breath, and reminding the artist why they took this all on in the first place.

Happy Managing,
mc

P.S. An afterthought posted a couple days after the initial publication of this blog entry... I realize that I have usually provided outside reading suggestions in my previous entries. There's plenty of more reading on the subject of managers, past, present and future. Recently, a column written by Janis Ian for Performing Songwriter was brought to my attention - it's called "Managers and Messengers" and it's on her web site (www.janisian.com). While the column appears to be 10 years old, it's still relevant. It is a great study in mutual gains negotiations/relationships between musicians and managers. There are always things to take and leave, as with any article. Let's hope this trend continues, for the good of us all and the music!

Ringtones. No, I'm not kidding. Ringtones.

Major labels are not ALWAYS idiotic, you know...

I've noticed in the last few years that people seem to think marketing/sales channels are either for major labels or for indies. Like, if the majors do it, then it's not cool for indies to do it. And if the indies do it, then it's small time.

I will agree that the majors tend to try to make revenue streams out of things that should be free. And that there are many folks who have worked in the major label structure for so long that their judgment about what is promotion and what is commerce is quite clouded. But just because majors choose to charge for things doesn't mean that indies should completely disregard them and exclude them from the marketing suite.

Ringtones are a great example. Yes of course Hip Hop and Country music from major labels have dominated the ringtones offered by AT&T and Verizon. Yes of course indie companies like GroupieTunes have made it possible for independent musicians to distribute their music via ringtones. Yes Apple iTunes has made it possible to buy ringtones on their site and push them to your iPhone. But WHY DO THAT? I mean, why not just edit your MP3 yourself and make a ringtone if you want wan from the band you love that bad?

People - make your ringtones free. And while you're at it, don't freaking put your whole song or even your voice in your ringtones. How vain! Think about the sounds on your album - the elements that would be cool if someone's phone was ringing in your house. Was there lapsteel or slide guitar? A drum roll that was catchy? Piano solo?

Think about why people might want to use your ringtone - what it says about THEM not you.

People set ringtones as an expression of their identity to the immediate world around them. This is vital to understand when you go about making and offering ringtones. And also vital to understand why ringtones are actually perfect for indies, not as perfect for major labels.

People change their ringtones because they want to express something different about themselves and their preferences. I love Folk music. So when I change my ringtone to be part of a song by John Gorka, I'm not just trying to say I love John Gorka's music. I want people to know that the vibe he creates in his music is one I feel inside. I am trying to express that the way I feel is acoustic in nature, and it kinda feels like a warm sunny room with the windows open and a slight breeze, a thoughful and approachable and articulate kinda feeling - it feels human. Or when I change my ringtone to be Bonnie Raitt's slide guitar, I'm not doing that because I'm such a huge fan of Bonnie Raitt. I'm doing that because I want people to know that I feel that lazy, twangy, bluesy thing - it's part of me. And especially, that's how I feel that day, or that week, or that month, and that's how my ringtone sounds.

If the big labels/artists only knew...

• On some days, I feel electric and eager, rowdy like I want to party. And on those days I might change my ringtone to be Dave Matthews Band or Wilco or Ani Difranco.
• On other days, I feel tormented, dark and intense. And on those days I might change my ringtone to be Tori Amos or Dolores O'Riorden or Evanescence or Lucinda Williams.
• On other days, I feel lazy, slow and dazed. And on those days I might change my ringtone to be Norah Jones or Lyle Lovett or Feist.
• On some days, I feel retro. I mean I don't know, either I'm reminescing about a time when I was alive or I'm thinking about where the music I love derrived from. And on those days I might change my ringtone to be Woody Guthrie or Johnny Cash or Paul Simon or Carole King.

But the point is, they don't know. Or they do know but haven't caught on.

So that means YOU can know. You can be the artist who gets ringtones and why people use them. You can be the artist who creates ringtones people actually like and are not annoyed by. Really. You can.

When you make a ringtone, think about who you are to your fans, what about their own personalities you might represent. Is it your connection to the environment and the earth? Is it your kickass instrumental skills? Is it your dark and creepy voice? Is it your dry wit and humor? Is it your rock out vibe?

Take that thing and make that your ringtone. Even if it's not music.

• Make it available on your web site for free.
• Host it on a page/location that is easy to type into a mobile browser, and easy to remember so people can tell others verbally and IM and email around easily.
• Make the file size small so people can download it right from their phone if they need to. (some phones have max filesizes for downloads)

By all means, continue to let iTunes sell your ringtones. If people want to pay, they will. No need to stop them. But remember, when a fan uses your music as an expression of who they are - you should take that as a compliment not a an act of commerce. And you should encourage that behavior, because ringtones are conversation starters. And conversations about you are helpful to your cause. And most of all, if they compliment you by using your music as their ringtone... welll... It means you're doing your job well!

Is saying your name on stage like advertising?

Incorporating big company advertising procedures into how we promote independent art...

The other day, I was reading a listserv used by a bunch of folk music people like me. The debate of the day (among other topics) was should a musician say their name 15 times on stage because that's what advertisers do to get people to remember them. (Okay, the real debate was about whether or not performance coaches are helpful, but I don't really feel qualified to blog about that and my personal opinion ain't worth much to you either, so I'm going to latch onto the part about advertising and self-promotion here...)

Here are a few snippits from the healthy debate so you get an idea of the diverse perspectives on the topic, as well as my thoughts on the issue to follow:

Question: Should a musician say their name 15 times on stage?

DEBRA (performer's coach):
Think of the hyperbole as telling someone to do something 10 times, maybe they'll do it once. I can't tell you how many times I've seen openers who never say their names -- not once. Maybe the announcer says it at the beginning -- just as often, not. There are ways to do this, where it's not obnoxious. And I think that for most performers, the issue is a complete lack of self-promotion because of stark terror that they might be perceived as self-promoting. In the advertising world, it is an accepted fact -- 15 times -- that's the magic number. Someone has to see/hear something 15 times on average before it sinks in and becomes real in their minds. 15 times.

MIKE (audience member):
I find that an excess of self promotion from the stage to be very distasteful as an audience member. I find it a big turnoff when a performer prefaces every song with "And here's another song from my CD..." or the like. It's OK to plug it, but not to excess. If you're worth remembering, I'll remember you. [...] Yep. After I hear the name 15 times, I REALLY know whom to avoid. Again, a personal perspective, but holding up the advertising world as a model to follow is absolutely the wrong tactic to take with me. There are brands that I'd sooner be in a dragon's colon than buy because of their obnoxious ads.

ANNIE (musician):
i have to admit this is one of the most difficult things for me. i just find it awkward. i don't know why. guilt? catholic school? i know i just wish i could just give them away to people as gifts & watch them smile. that's the truth. i'm told time after time that i don't tell my audiences enough that i have cd's for sale. i know many other artists struggle with this as well. i'm told "annie, aren't you proud of your music? don't you stand behind it? aren't there people & reviewers who tell you they love it too?... then just tell your audiences you're proud & excited to have cd available... or at least just tell them you HAVE cd's!"

MATT (audience member & house concert presenter):
I find such conduct from a performer a real turn-off. It's important to say your name, of course. But if the music is good and speaks to me, I'll make it a point to find out who the performer is. If the music doesn't make an impression, then saying one's name or mentioning one's CD over and over won't change that -- it just annoys, and may leave the impression that the performer doesn't have much faith in value of their music.

SCOTT (show promotor/presenter):
If the presenter/MC is doing his or her job, the performer won't be put in the awkward spot of pushing her name and her product. I make sure to reinforce the opener's name while the applause is still ringing ("Remember that name......I'll bet you'll be hearing it again") and to say something like "And for your convenience, he's put his name on every one of the CDs he has for sale in the lobby."

VIC (audience member):
Perform good songs with energy, skill and conviction and entertain your audience. If you do that you have already done all the on-stage self promotion you need.

What Market Monkeys Had to Say...

Well, I gotta bite on this one. Anybody who knows me would know that I can't let the advertising discussion go by without saying something. And I hope I don't come off as the devil here...

(Note - I've found that generally artists don't trust advertisers so I had to lead off this way. Who can blame 'em? For decades advertisers have exploited creative talent for their own purposes, and they flood the market with useless chatter about products we don't want. But it's important to learn something from society's failures. It's important to learn from advertising, and harness certain parts of the profession to further independent music and the arts. Otherwise we would have all endured the neverending heavy-up of 30 second spots and teaser/reveals for no reason at all.)

The Good, The Bad, and The Ugly
There are good things and bad things to learn from the world of advertising. I'm a lifelong student of advertising, and I'm not ashamed. It's how I built my career, and it informs the way I help the musicians I manage and promote navigate the tough decisions they make in development of their careers. But I tend to rely more on the tertiary things I learned from my career in advertising and online marketing. Because those are the things that actually work.

It's true that in advertising you build awareness by putting as many impressions as you can afford into a given space, targeted at a certain market segment. Likelihood of brand recall and intent to purchase increase the more you saturate the market with your impressions. Sure, I know this. When Lori McKenna does it I'm happy for her - when Walmart does it I cringe. But either way, it's true.

Advertising Combines Reach, Frequency & Integrated Channels
Thing is -- it's not just about the frequency with which you say your name when you're performing that's going to make an audience remember you. In advertising principle, it's a combination of "reach" and "frequency" that matters. Also, advertisers are beginning to recognize that it is an integrated approach that not only builds true customer loyalty, but also satisfaction and evangelization. It's not how many times you hear a name in one mode - it's how many times combined with the different modes and the quality of channels in which you hear it.

How does this translate in music?

We're actually all culprits of this type of marketing. How many times have you heard a new artists' name, and then a buddy of yours at another venue, or another radio station, or another manager mentions that same person to you? Then you go back to the CD they sent you 2 months ago to hear what everyone's talking about. It's not just about repitition - it's about multiple modes and channels of impressions, and the credibility you assign the "brand advocates" - in this case, your colleagues.

Scott has a good point - when the promoter announces the artist it's a third party endorsement. It goes a long way, and the artist can choose whether or not to say it again. But it really does help when it's not just the artist saying the name - it's also someone else saying their name.

Sometimes when you are playing a gig, it becomes uncomfortably obvious that the presenter doesn't know, or isn't around, but it is clear that nobody is intending on introducing you to the stage.

What do you do?

Say Your Name Like You Mean It
A good study in this is Johnny Cash's signature move -- comes on stage and says who he is. "Hello. I'm Johnny Cash." Now that's something. Because everyone knows who he is, and it's a moment that takes the crowd by surprise. In some way, he also says, "Sure I'm just an everyday guy."

I generally say, if an artist is opening -- say your name at the beginning and the end of your set (especially if the presenter doesn't help you out). The headliner might say your name too, and that's gravy. If you're a headliner, well, you know... People already paid to come see you, so I hope they know your name. You can say it if you like. Some folks might have just wandered in off the street. The tickets at the venue might not have your name on em yet. Be like Johnny Cash tho. Say it in an impactful way, at an impactful moment. Maybe you say it after the song you think is the strongest in your set. Work it in naturally when you introduce your band. You'll know the right way to do it. It will be authentic.

The moral of this blog:
Advertising is as much about integrating efforts as it is about reach and frequency of impressions.

You probably don't have to say your name 15 times. Rather, try saying it 15 ways...

1 - once on the press release you sent to local writers 5 weeks in advance of the show,
2 - once on the posters you hung around town to promote the show,
3 - once in the newspaper, radio, and other local calendar listings,
4 - once in your email newsletter that went out at least 2 weeks in advance,
5 - once on the club's web site calendar,
6 - once on the club's print calendar at the venue,
7 - once on the poster in the bathroom that you sent to the club the month prior,
8 - once on a local or online radio show the week leading up to the show,
9 - once on the top of your email list at the merch table,
10 - once on your CD cover art (also on the merch table),
11 - once on the postcards you have for non-buyers to take,
12 - once by the person selling your merch (maybe that's you!)
13 - once by the show presenter,
14 - once by the headliner,
15 - once at the beginning or end of your set.

Okay - there are my 15 cents. Whether or not you asked for it... :)

Happy Advertising,
Michelle