How do you introduce yourself to the music industry?
The reality is that the music business runs on profit, not on human interest, art for art's sake or just because you're a good person. If you are serious about a career in music, you can maximize your chances of being seen and heard by developing your craft, creating a buzz about yourself and/or your band and adopting a professional attitude that the music business is a business.
Business is profit oriented, no matter if you are selling sandwiches, beer, t-shirts, guitars, legal advice, records, or public performances. Many musicians and artists I have talked to reject that theory. They believe that their music or art is just that: art. It is. But if you're going to sell it, it is business. If you are not interested in commercial gain, then it is art for art's sake. It's a hobby, which takes you away from the rat race of commercial gain. It's a vacation, not a vocation. Those people generally have day jobs that pay their rent. However, if you want to create, perform and sell your music for a living, that's a career choice, not a hobby.
Preparing the best promotional package possible demonstrating your angle, talent and professionalism is a great first step toward professional goals. However, it is important to remember that creation of the promotional package is only one step toward your goals. The development of your craft as an artist should be the main focus and where your time is most and best spent. It takes time to become noticed and eventually successful, in a commercial sense. You become successful from years of hard work, dedication and commitment to your craft. Over those years, you can count on missed opportunities, rejections, career choice questions and, sacrifices to get you to where you want to be.
How do I know what record companies are looking for?
Generally, record companies have A&R people (Artists and Repertoire) who are out scouting for the undiscovered, next big talent. They have as much incentive to find the good talent out there, as the groups have in getting signed. If you want to, or have to, work with a record company, then you need to find and convince one of these representatives that you are the talent they've been looking for, and can't afford to pass up. The A&R representative looks at the overall package an artist or group can offer. The "package" I am talking about includes: (1) the artist or group's performance ability, (2) the sound of the artist's recorded music on tape or CD, (3) the overall look and feel of the band or artist (one that will draw and hold attention).
Each A & R representative has his or her own way of finding and selecting talent, given the guidelines established by the record company for whom they work. It is important to understand that each representative and record company is different. Rather than becoming frustrated with this lack of uniformity, an artist must learn to adapt to a variety of situations and business models. This may require the artist to rethink or adapt its submission again with each new representative and company
How do I get our music heard by one of these representatives?
Practice, patience and persistence; you will need all of these traits. Although A&R people are out there, they don't usually just stumble on the next big act. You must be performing to be heard. You must be good to be heard more than once, or at least more than the next guy. You must be patient while the process takes shape, and you hone your skills, or your relationships with your band. And finally, you must take every advantage and all opportunities to get your music "out there". Gigging helps. Networking helps. Being at the right place at the right time helps, too. But you must remember, if you're at the right place, at the right time, talking to the right person, you have to have the talent to back up fate. Labels want talent that doesn't have a lot of work needed to sell records. Remember, that's a label's business -selling records. It is often said (and very true) that an artist or musician gets a label deal just about the time they don't need it! It is also important to understand that major record labels today do not develop raw talent into major recording artists like they used to. Musical artists develop themselves for presentation to the labels more than the labels develop the talent. Then, the label and you split the benefits of the union, for better or worse.
