I had the distinct pleasure of cleaning out the attic this weekend. I ran across a box of CD’s, of course some of which I have imported into my MP3 player. But wait – why did I import only some of them, and not all? Why did I throw away bunch of CD’s in that box altogether?
In the span of a short decade, technology to create a recorded product has become so inexpensive and easy to use that an untrained person could make a 10 song album on a laptop in their bedroom. Be honest. How many of those bedroom-made records have made their way up the charts, and what percentage of them will find their way into history books as a classic? My guess would be a very small percentage of them. Part one of the problem: pumped into the music industry, we have a huge influx of mediocre, average, and sometimes downright bad, music being thrust upon its listeners.
Part two of the problem dawned on me as I was cleaning out my attic. I was keeping only the best records. I was throwing away the average. I don’t have space on my hard drive, or even my attic, for the mediocre. If you haven’t heard, apparently the economy is bad. That’s the excuse the music industry has been using since 2008 for the slumping concert sales. See, the economy has changed the public’s purchasing priorities. The public still buys concert tickets, still buys recorded music, and still continues to go to movies. But as a society, we are far more selective now about where we spend this money, and we don’t want to spend it on the mediocre or even waste attic space on it. Even worse, if one does experience something average, they get on their phone and instantly review it to their friends on Facebook, or yelp. This is terrible news for those creating mediocrity.
The lesson I learned from cleaning out my attic that can save the music industry from this so-called bad economy is simple. Stop creating mediocre, average, and just plain bad music. Try this 3 step plan to be successful in the music industry in this “new” economy:
1. As an artist or musician, discover what makes you unique, and special. What can you bring to the audience that makes you like NO other?
2. Discover YOUR niche, and who is buying the music created in that niche? You don’t have to sell to the masses, and be everything to everyone.
3. Create a product (recording or concert) that emphasizes, and magnifies what makes you special. And most importantly, don’t settle for a product that makes your uniqueness mediocre.
Be extraordinary in your niche, and people will buy your album, and purchase a ticket to your concert.