Do you ever feel disinclined to activity? In what parts of your life? In case you haven’t caught on, I’m asking about where you are lazy! It’s really impossible to do everything, so it’s actually quite natural to focus intensely on the most important things. Then, you find a way to get the necessary things done. The rest, well, it gets done…or not!
I noticed a certain degree of laziness when it comes to pursuing the business side of music. I work hard to get my church work done, teach my students, and do well at whatever gigs I accept. However, I don’t have a good game plan when it comes to marketing myself.
I am participating in an artist development program called Artist INC. Our marketing instructor mentioned that we need to spend between 20% and 40% of our total work time in marketing ourselves. Based on this simple calculation, if I spend four hours on my art, I should spend at least one additional hour marketing it. Though that sounds excessive, I know it’s not based on everything else I’ve read.
Perhaps the most jolting aspect of the Artist INC experience is that most artists don’t have a true home base. Even the part-time church job I have gives me some stability that others don’t have. Granted, I don’t have the financial security of those few musicians who land full-time work in church music, orchestras, or university professorships. Even though some of these folks may not be doing their dream work full-time, they can always do their soul-nourishing work on the side!
Meanwhile, independent artists have to hustle for every opportunity. I recently noticed a vacant storefront where a photographer had placed several samples. This photographer probably worked hard to build a relationship with the property agent so that when the opportunity knocked, he got the call! Although it’s romantic to think of the artist sequestered in his studio, diligently painting all day, and having adoring fans, that’s not the reality for most of my friends. Sure, they spend lots of time in their work. However, they also carefully cultivate relationships outside of the studio in a myriad of marketing activities. It takes a lot of time, and some things work, and some things don’t.
You have to refine the process. What do you stop, start, continue? It’s exhausting just thinking about it!
So there is my call to action. I need to start with purpose cultivating relationships that can lead to recitals, teaching, and even one-time gigs. I will update this post or write a new one when I have some progress to report!