Artist Development

Artist development is one of the most complex areas of the music industry. Along with being the basis for many scams, artist development can create confusion for those who are just trying to get ahead and can bruise the fragile egos of many talented yet sensitive individuals.
 
One of the biggest things you can do to help yourself grow as an artist is dispel any pre-existing notions you may hold as to what the music industry is, or more importantly, what it is supposed to be for you.

 
 
The music industry is not a magical place full of rock stars, fast cars and faster women. It is an industry that provides service to a profession, where if you work hard and do what is required, more likely than not, you will see results.

Climbing the Ladder

In the eyes of the industry, musicians and bands are products. Labels are rarely looking to develop artists. Labels need completed products handed to them that they can turn around and sell at the highest profit margin.
 
With that in mind, if you develop yourself into the best artist you can be and market yourself through the correct channels, not only will you be snapped up faster than you can say "record deal," but you'll actually be in a stronger bargaining position to personally make the most from the situation.

Start Recording

Recording is an art in itself and can take years of undertaking and practice to feel comfortable with. Take your time and budget for the long haul. The key is to shop around and find a producer you're comfortable with. Once you've found a producer who's into what you're doing, start making demos of songs and listen to critique and suggestions with an open mind.

Because recording a song, let alone an album, can take time, keep in mind that you shouldn't rush this process. Making the most professional recording possible will pay off in the future.

Home Recording
The most professional recording possible will not necessarily come from an expensive recording studio. Home recording technology has finally caught up to the technology incorporated by many stand-alone studios.

The key is finding a skilled engineer who can capture the sound you and your producer are aiming to achieve. The location and setting have become largely irrelevant.

Manufacture Your Record

Once you're holding your master discs in hand, you'll want to think about manufacturing your CD. CD artwork is the first step of promoting who you are as an artist and how you're viewed by the industry and general public alike.
 
If you're unsure of how to visually express your music, spend some time looking at other professionally made records and follow their lead. Make sure to include:
  • barcode
  • contact info
  • production credits.
A graphic designer will be able to take your ideas and incorporate them with these mandatory elements. Skimping on the cost here and cutting corners so you can release as quickly as possible is not recommended.
 
Next up, you'll want to pick a reputable CD manufacturer who can replicate and package your product. Do a Web search, call a few manufacturers and request some sample work. This will allow you to get a feel for what your project will end up looking like.

Develop Your Marketing Materials

Visually linking your marketing materials to your CD artwork is a good idea because it makes you look more professional while helping to promote you (or your band) as a marketable brand. This is known as branding. Brand yourself by incorporating elements of your CD artwork across all of your marketing materials. These materials should include:
  • business cards
  • flyers
  • letterhead
  • posters
  • your Web site.
A successfully branded product is one that is recognizable and connected by current and potential customers in any media format, be it print, Web or audio-visual.
 
Another less obvious, but very important, marketing material is the artist profile. This is the folder you'll be sending out to press, booking and label contacts to secure engagements.
 
An artist profile should contain:
  • a business card
  • a cover letter to its recipient
  • a photograph of you or your band
  • a promotional copy of your new CD
  • a retail sheet that dissects your CD (Retail sheets should include the artist, cover image, steps you are currently taking to promote the work, title of the album, track listing of the album's songs and the UPC code.)
  • a sheet of memorable quotes from your growing a pile of press clippings
  • song insights
  • your biography.

Web Site Elements
Like your CD and other marketing materials, your Web site should look as compelling and interesting as possible. Another way of looking at your Web site is as the online version of your artist profile, with the addition of more variable information, such as latest news about your band and upcoming performances.

Nurture Your Fan Base

Fans are as important to your success as the art they are supporting. Without them, there's very little chance of creating a buzz that proves you to be a commercially viable product.
 
If they're interested in your music, there has to be something that drew them to you. Take some time to listen to them and enhance the aspects of your art and public personality that they find interesting. The results can be astounding.

Learn and Grow

Along with all the other non-musical efforts you need to build your career, always take the time to practice, grow and hone your craft. Don't fall into the trap of ever thinking there's no room for improvement.
 
Attend seminars, workshops and even concerts of your favorite artists. Watch what others are doing and how they're conducting themselves and listen to their thoughts and experiences. Other more experienced artists may just have a few pearls of wisdom that could save you time and energy.