Every time I read a new article about the music business I always end up relating it to Clay Aiken. I try to find the points that seem to say: “This is Clay” I suppose this has something to do with the fact that I watched Clay and his musical career from the very beginning…Or….maybe it is because I want all the best for Clay and hope that he is happy with his adventures in the world of music.
Have you heard of Bob Lefsetz? Bob is an American music industry icon who is based in Santa Monica, California. He is the author of the highly regarded Lefsetz Letter. A former entertainment business attorney and the leader of the American division of Sanctuary Music, Lefsetz is now a consultant to major record labels. Lefsetz revealed in December of 2009 that he was battling leukemia.
According to Craig Kallman, the CEO of Atlantic Records:
Bob is a passionate music fan who is extremely compelling writer that strives to speak the truth…We are lucky to have him in our industry as someone who can push our buttons and make us think critically.
The Lefsetz Letter began in 1986 as a printed publication, moving to blog format in 1999. It became very popular in 2005. Most leaders in the music industry feel that if you’re interested in music and where the industry is headed, the Lefsetz Letter is a must read.
In his latest article titled Credibility, Lefsetz discusses a celebrity’s relationship with their audience and the importance of putting their core group in the forefront of all their professional decisions.
“Before you sign anything, do anything, look at it through the eyes of your audience. Is it going to bring your core closer to you or push it away? And don’t think casual fans can replace your core. Casual fans come and go. The core is there forever, if you treat it right.”
The body of this particular blog is a list of 12 suggestions for musicians who want a successful career. Some of these suggestions really stood out to me.
- Focus on the product, the art. Every career needs an engine…. Which fans can point to and believe in.
- Continue to reward the core with product and access. If you aren’t reachable by your fans, you’re too big in the head.
- Leave money on the table. If you can’t say no, you’re no different from a baby without impulse control. Ask whether it benefits your career, not your pocketbook.
- Unless you play Top Forty music, forget about radio.
- TV is overrated. Only do it if you want the YouTube video.
- Don’t sign with the major label.
- Don’t work with any artist without credibility. Guesting on a Britney or Katy Perry track will get you on “Entertainment Tonight”, but your audience will laugh and abandon you.
- Know that now, more than ever, rewards come to those who wait.
- Have fun!
- Take risks. Success comes from lucky accidents. Don’t be afraid to fail.
Of course, this is just an abbreviated list. Bob has more to say about each point…and, as usual, Bob tells it like he sees it. He is not trying to impress anyone! I hope you will visit his site and read the entire article. It is very interesting.
To read the entire article visit LEFSETZLETTER
(The link is fixed)