June

Can You Answer this Essential Question About Your Music?

Posted In: Band Management, Marketing & Promotion, Uncategorized by claybutlermusic

Part of what I do at Butler Productions is to help fledgling bands get started, whether it’s with demos, albums, or management, or just to give some advice. When bands approach me looking for a producer, for management, or for consultation services, there’s one question that I always ask when we get started: “Can you define your sound?” While that sounds like an easy enough question, I bet you’d be surprised at many groups’ inability to tell me effectively what they sound like. I’ll get responses like, “we’re a rock band.” Worse yet, I’ll get, “it’s hard to describe.” Or, worst of all, the ever-dreaded, “we’re versatile.” The answer to this question often holds the key to a band’s future.

Why Define Your Sound

I’ve learned (the hard way), when I was in a touring band that was shopping for a record deal, that labels look for bands that fit a narrowly-defined niche or sound. When you’re asked the question, “what do you sound like,” they want to know how easily you can be marketed. Say “We’re versatile,” and you’ll quickly get shown the door. I can hear you saying, “Isn’t versatile good?” Very simply, no. Labels aren’t looking for acts to fit into multiple genres. They’re looking for acts that fit into one primary category–easy to define, easy to market.

The same rule applies for bands who are trying to get gigs. Club owners want to know specifically what style you perform. Most of all, they want to know if you will appeal to their crowd. Narrowly focusing your sound also helps you as a band know which clubs to try and, more importantly, which ones will be a waste of your time. You wouldn’t play death metal in a honky-tonk country bar. The outcome could get ugly.

Your Pitch

Marketers tell small business owners to develop a 30-second elevator speech. These are concise descriptions of your business and products. Simply, it tells who you are and what you do. This tactic is a vital one for musicians and bands as well. Your music is your business, right? Use the speech to describe your style, sound, and similar bands. Also tell them how strong your fan base is, or how many of your loyal fans you can (realistically) put into their club. Labels and clubs are far less concerned with your artistry than with how much money you can make for them. When you begin describing yourself in these terms, you begin speaking their language. That’s when doors start to open.

Where to begin

If you don’t know where to start in identifying your sound, try asking your friends or fans. Then reflect on which artists or bands you closely resemble. Having a comparison to a popular or easily identifiable group is a good thing. For example, I’m currently working with a hard rock/metal band that describes themselves as thus: “Iron Maiden with the vocals of Disturbed”. Now that paints a vivid mental picture for any club or an A&R person.

Here are a few of helpful books about marketing yourself as a musician: