Thirty Years After — Part 17: Is Your Timing Right?

Not for a moment should you believe that any part of’s existence is a mistake or a failure. My posts about everything related to my career in music are totally honest. If I were to say that everything was seamless, cool and groovy – that would a horrible waste of time, not to mention a really boring read as far as blog posts go. Controversy and conflict are inherent to the human spirit.

And there is no reason whatsoever to spin 30 years as if everything went perfectly.

The point is, more things go wrong in the process of marketing music than those that are smooth as buttah! It’s a reality that most people would rather ignore, but do so at their peril.

In artistic pursuits of any kind there are no guarantees people will like what is created.  That’s not the point. Creating things to determine if they are useful, poignant, shocking, or any other reaction is the point of art.

Artists are problem solvers attempting to fill a void with a thoughtful response. Timing has a lot to do with how audiences of any sort receive the artist’s gesture. There are no mistakes. It’s just that the timing wasn’t right.

To that end, each and every person involved in the process of making music has to accept and understand there are no failures. We must continue to create things for audiences that have an impact at just the right moment.

When the collective consciousness is ready to receive a song, a book, an exhibit, a sculpture, or whatever is being offered artistically, that’s when things start to take off.

For the past 15 years, music has saturated the collective consciousness. It’s everywhere. And when people have too many decisions to make, most often they choose nothing. Conversely, when there is a brand new generation eager to step up with enough authority to purchase something at will – whether it costs 99 cents, $1.29, ten bucks, or it’s altogether free – the sheer number of people creates demand.

It really has nothing to do with the music, or the art. It has to do with how the art makes the audience feel.  If it empowers them, chances are good your timing was right.

Art has everything to do with the audience, and nothing to do with the artist. Audiences don’t applaud the musician at the end of a song. They applaud themselves for getting it.

For some unearthly reason, we’ve been led to believe for almost a century it’s all about the creator and nothing could be further from the truth.

About scout66

2017 marks the 33rd year of Janet Hansen’s career as a music marketing specialist. With three Grammy award-winning campaigns to her credit, Hansen has also contributed to the legacy of two of history’s most popular songs. “Classical Gas” by Mason Williams is the most-broadcast instrumental tune in history; and “Louie, Louie” by The Fabulous Wailers is the most-recorded rock song in history. In 2009 Hansen launched the unique music platform Scout66 to encourage reviews of live shows from the ticket-buying public. You may contact Janet at for information on consulting, campaigns, and tour support. Please follow us on Twitter at
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