Young Jay-Z (Image via blendspace.com)
The practice of "faking it 'til you make it" is a good way to build confidence. I firmly believe that positive thinking is the gateway to greatness, but it can also be troublesome if approached the wrong way. Imagine you're overseeing booking for a venue, when you book a band with a pretty good demo, and an EPK claiming that they are "one of the most spectacular and interactive live shows of the Southwest." Only when it comes time for them to take the stage, it's just two guys, no lighting, and a very mediocre set. You'll likely have some explaining to do to your boss, the fans, and the rest of your venue staff.
But it's tough for a band, right? You have to be heard over the static of thousands of other artists. While this is true, there are ways to be authentic while still being successful and being seen. Think of your EPK and marketing like a job interview. You want to get the job, whether it's a gig, record deal, or licensing partnership. Just as you wouldn't lie on your resume, you shouldn't embellish your band's work either, and just as an employer would be frustrated when their new hire shows up unable to do the work he or she ensured they could, your producer, venue owner, or music supervisor will also be disappointed.
What's worse is that, as a musician, a tarnished reputation with venues and others quickly spreads in the tight-knit music industry. So, how can you represent your work while still coming off as professional and honest? How can you stand out and build a brand even if you haven't won awards or done anything too big? I've amassed a few helpful hints below.
Let your talent and persona speak
What to do:
Tweak your image to fit your target demographic, and highlight appropriate information in your bio that's attractive to fans and buyers.
What not to do:
Lie about your talent and skill.
For example, young Jay-Z knew that he was good. He had a huge following but knew that he needed the larger-than-life image to match his braggadocious rap style. Therefore, he would show up in a limo and make it rain dollar bills into the crowd during his shows. Pretty impressive, right?
The limo? His uncle owned a limo service. The dollar bills? His management team all pitched in $5 or $10 in cash until he had enough to make an impact.
Jay knew that if he could reel fans in with the image, they would stay for his immense talent. If the crowd found out that he was a phony, sure, it might hurt his street cred, but no one could deny he could rap. Was it a risky move? Eh, maybe a little. I mean, it was a real limo and real money. It could've been much worse. Regardless, in the end, fans began loving Jay-Z for the sound and the image.
And obviously, just a few years later, he would make millions – and still is making millions. Lots of 'em.
The moral of the story is that if you want to "play up" something, play up your persona. But never play up your actual talent and ability. If you're an acoustic act, don't market yourself as a grandiose stage show just so you can get that gig. On the flipside, if you're a country act, but from the North (or Australia like Keith Urban), it's okay to wear cowboy dress and put yourself in that traditional country light – if you have the talent.
Similarly, it's fine to highlight certain things in your bio that may cast a favorable light, but never lie about your career, skills, or playing ability. Be authentic. Hell, some venues may even be willing to throw a bone to an up-and-comer! Use that to your advantage.
Your digital presence = your professional presence
What to do:
Make your digital presence as professional as possible.
What not to do:
Lie. (Seeing a theme here yet?)
If you're scared that your greenness in the industry is holding you back, don't be. We all have to start somewhere, and a professional digital presence will help you stand out beyond the rest. As someone who works with artists, I'd much rather work with someone who has a smaller fanbase but has a professional website, EPK, and social media presence over a band with a larger fanbase but who hasn't updated their EPK or site in years.
Do your research on EPKs, websites, and marketing. Use fellow artists and bands that inspire you as a starting point and start working on that digital presence.
By having a robust digital presence, you'll automatically be seen as a viable and professional artist, which is a great step in the music biz.
Using reviews and quotes
What to do:
Get as much press as you can for your shows – even inviting press on your own. Use their reviews for your web and EPK purposes.
What not to do:
Lie. Namely, don't post your one good review out of 10 mediocre ones on your EPK. This is a sign that you may need to get back to the tool shed. And obviously, don't make up a reviewer. That's just... awful.
Press can be our friend. Press actually is one of our only friends in the industry. While you can only say so much regarding your work, the social power of the press is what's really needed. So be sure to work on your press relations, and get reviews both for shows and albums. Be sure to use their quotes in your marketing materials. Obviously, don't re-word quotes, lie, or take that one good quote out of 12 bad ones and market it as a co-sign from Rolling Stone magazine.
To quote the sage, Kermit the Frog, "It's not easy being green." But hey, we were all green once, and there are ways to promote yourself well without coming off as a fake.
As a music marketing strategist, Tyler Allen works with an extensive array of artists, labels, music tech, and music retail entities. Tyler began his music industry career with Sony Music Entertainment and RED Distribution, as well as the advertising industry. He is dedicated to giving veteran artists the tools to preserve their legacy, and new artists the tools to begin theirs (as well as everything in between). Learn more at wtylerconsulting.com.
