Ask just about anyone who works behind the scenes in the music biz, and they will tell you the philosophy behind mainstream success is about following the flock. Media of all disciplines broadcast certain stories longer and louder than others, and those become the stories that receive the most attention.
Why do they broadcast certain stories and not the others? It’s very simple. The stories that get told most often have a publicist, often a team of publicists, who professionally deliver the stories to media. Even in this day and age, nothing goes viral by itself. Someone is getting paid to market a certain name, a certain story, a certain tour, or new release.
No one serious in music believes Justin Bieber is a superstar. He isn’t.
But a lot of someones out there are getting paid big bucks to make sure much of the global population believes he is something special. He isn’t at all unique with a haircut The Beatles made popular in the early 1960s. Highly paid professionals are leading a global flock to “greener pastures.”
What if you have great music that appeals to a larger demographic than everyone under 16 years of age? What if your music appeals to a 20-something crowd, but the essence of it reaches an emotional level that transcends age? That’s what really great music accomplishes. But if people don’t know about the music, you can’t expect them to buy it.
Don’t sell yourself short marketing to the exact audience everyone else is attempting to capture. Dream big. The music business at large wants you to think small, like a do-it-yourselfer, so all the attention is focused on following their flock.
Not everyone has the kind of budget Lady Gaga or JB have at their disposal to spoon feed the masses. But if you create even a small budget to publicize your music professionally to media gatekeepers, you can build name recognition while you continue to craft music that has universal appeal.
There’s nothing easy about this business, and the reason so few actually break through. Be smart about your music and the business behind it. Trust professionals who can help you build your brand so you can compete – perhaps as the black sheep – the one most easily recognized out standing in your field.