Bob Lefsetz’s New Rules lay out a step-by-step plan for new artists to achieve success. One aspect is when and where do you go to build your fanbase? But before we get to that step, you’ve got to have your act together and perfected.
We firmly believe that emerging artists must focus on producing their art, practising and honing their skills and delegating to others many of the other tasks and work it takes to find an audience. Following Malcolm Gladwell’s (http://www.gladwell.com) rule, it takes 10,000 hours of practice to become an expert. That is 833 12-hour days, almost three years, seven days a week. Successful artists with staying power have invested this kind of time and energy in their craft and creativity.
Why does this seem a hardship for the impatient talents? After all, other professions take at least three years of college, then grad school for some and that’s just their education before the “practice” begins!
As you approach your 10,000 hours of playing in the garage, basement, driveway and recording yourself to playback and perfect your look, sound, performance – now what?!
Today the proliferation of social media offers new artists many opportunities to get their message out and keep up with opportunities, but who has the time when you’ve got more hours of practice before you’re ready for The Big Stage. That means someone else has to do the research, be on the look-out for opportunities and making them happen – local gigs, on-line marketing opportunities, media interviews, ensuring your name is out there for consideration, to get known, for fans to find you.
The Three Fabulous F’s
Family, Friends and Fans
Of course you first turn to friends, family, family friends, friends of friends who are supportive and they will form the core of your network of “fanvangelists“.
Anyone paying attention to the indie music scene is aware of Street Teams. They form an integral part of an artist’s or band’s marketing strategy. They are smart, they are tenacious and the great ones are unrelenting in their quest to ensure a strong showing for their artists. The ideal team consists of professional management working with an able group of family, friends and fans, but starting out you just have rely on those closest to you.
What makes Street Teams so effective? Their passion. They are “fanvangelists” a term June coined on our other blog. They are driven to share their talented idol with the world. Need to find your fans? The Team can help. Missing promotional opportunities? Your Team is on the ball with their antennae tuned to the next thing. Going to perform in a town? The Team gears up and makes sure all your fans in the surrounding area are made aware, reminded to bring a friend and fill the audience.
No time to fill in the blanks on an application? Trust the Team. Need someone to help with merchandise at a venue? The Team knows a fan nearby who is more than happy to help out.
We realized that not all teams are created equal. Some have a great deal of experience and are willing to share their expertise with their fellow Team leaders and others are less experienced and could use the help. Let’s get this started!
Please contribute your best Street Team ideas and resources here.