Two things I’ve learned about being an expert and being a musician

Or: Branding Bullshit and modern marketing myth

Content marketing. Content is king.
SET YOURSELF up as an expert. Be seen as an expert

** Must mention the Hilton OLympia bootcamp — that’s the WHOLE point of this blog post **

I’m currently going through a transition. I’m in a state of flux. Taking a bif of time away from certain regular gigs of mine, resigning from blah, in order to …

  1. Any one can turn themselves into an expert, it now seems. Content is king. People consume so much stuff. Primarily rubbish. This is, also, stuff. And perhaps it’s also rubbish. You can decide.
  2. Musicians, on the other hand, are extremely POOR at marketing, branding and – above all – monetising what they do. One-to-one versus one-to-many. We’re all guilty of it. We all need to share somewhat in the responsibility pie. We have created this mess for ourselves: firstly by allowing ourselves not to be businesslike, realising early in our careers our worth, figuring that nobody is doing to market us except US (unless we land an agency deal or recording contract early in our lives – yeah, think again; even those days are fast disappearing); and second by standing by whilst the rest of the world gets busy making money on this new-fangled internet thing, whilst we practise our Sevcik and master our vibrato.

Thing is, I don’t really have the answer. Some potential answers are … and even they cover only a very small part:

Be part of the solution, not the problem
Rage against the machine. Do your own thing. Ignore the MULTITUDE of emperors with MULTIPLE new clothes.