做你的音乐,赚你的钱:如何作为一个独立艺术家谋生

Head of Product and Merch, Camille Hearst, took the SXSW stage to host a conversation with Hayley Rosenblum, a renowned digital music strategist and head of Amanda Palmer’s social and community team.

The two dove deep into a crucial topic for any working musician: how to make a living in the ever-changing music industry. Ever wondered how’d you connect with fans if you decided to go without a label? If you can make consistent moolah? How you can afford to create? Camille and Hayley answered those questions and more in the panel you can listen to here, or keep reading for a breakdown of key takeaways.

Camille and Hayley answered these questions and offered excellent insight and advice, which we’ve broken down into the following key takeaways.

1. Think about what works with your brand.

When it comes to brand deals and sponsorships, you need to think about what fits for you. For example, if you’re a drummer, a drum manufacturer sponsorship would make a lot of sense. An insurance company partnership may not.Of course, there are times where an unlikely brand may still be a winning match. For instance, if you’re passionate about the environment, then working with a sustainable brand could align. On the flipside, a deal with a major car company might not seem like a fit at first, but if the partnership allows you to go on tour with your hero, it may be the right move.

2. Find out what you’re good at.

When you’re an independent artist, you have to manage your social media, book gigs, purchase inventory and sell merch all on your own. Well, not quite. If you’re able to, try to find some friends or family members who can help you handle the workload. If you really have to do it all, focus on your social media following. Fostering sincere and authentic connections with your fans should always be a priority.

3. Find the platform that fits your best skills.

Speaking of social media, with so many potential platforms out there, it’s important to find a place that you love and where you can grow. For instance, if you’re a photographer, Instagram is a natural choice. However, you also want to think about your audience – what platforms are most popular with them? What times are they usually online? And don’t feel pressured to be on every platform at all times. Focusing on one key platform can help ensure you have enough time to create.

4. Make it easy for people to pre-order.

If you’re worried about selling enough merch or covering the costs of producing an album, crowdfunding or pre-selling your stuff can help. Online and in person are both good places for pre-orders. Just remember to make it easy for people and pick a limited number of places to send people to pre-order. For example, in 2010, Hayley says Amanda Palmer used BandCamp. Now, Hayley says they use their website and iTunes for pre-orders and Patreon for limited editions.

5. Build your email list.

Your email gives you direct access to your fans and you can take it with you wherever you go online. Don’t take it for granted. Unlike social media, you’re not susceptible to the whims of an ever-changing algorithm. You own your email channel. And you don’t have to email your community every day – once a month or even a few times a year is better. The best way to rock your email communication is to make it as sincere and authentic as possible. This direct communication allows you to do things like find fans in a specific city or let them know when you’re dropping a new album or new merch.

6. When in doubt, test it out.

Curious about using social media ads or search ads to boost your profile? Camille suggests testing with small dollar amounts, so you can test and learn to get live feedback. If an ad doesn’t do as well as you’d like it, don’t abandon ship too quickly. Camille says you should run a new ad for at least a few days before you tweak it.

Hayley encourages musicians to play around with different kinds of posts. In her experience, factors like the amount of text on an image, the number of links and hashtags, and even using curse words can all affect engagement. You’ll have to experiment to figure out what works. Hayley also suggests joining relevant groups on those social networks and learn from other musicians or creators.

7. Remember your value.

Feel squeamish about asking your fans for money? You’re not alone. So many artists find it challenging to think of their art as a commodity. But keep in mind that you’re offering value in the art you make and the benefits you provide. Your price tag should reflect what it took to create and that will allow you to create more.

And remember: you don’t have to go out of your way to share something of value. For example, Andrew Applepie doubled his Patreon income and all he does is early access to his music. Zola Jesus does exclusive live chats, unreleased songs, concert tickets, and gift boxes. Last but not least, after being dropped by her label for not being commercial enough, TORRES is making money her own way by offering intimate stories to her patrons from the road.

While you have to wear a lot of hats as an independent musician – social media marketer, salesperson, manager – don’t let those other roles distract you from your core purpose: making good art. Focusing on your art will help you maintain your credibility and integrity, and keep your fans coming back for more.

As Hayley said on the panel: “Your fans are happy to give you money. Let’s pause and remember that. You’re giving them value and they’ve given you value.”

" related="[object Object]" pageinfo="[object Object]">

过去几年音乐产业发生了很大的变化,这已经不是什么秘密了。成为一名独立的艺术家曾经是最难谋生的方式之一。现在,对于那些想独飞并以自己的方式建立可持续的职业生涯的音乐家来说,有太多的选择。在展板和表演之间,Patreon's的#House of Creativity正在进行卡米尔·赫斯特公biwei必威体育备用网站司产品和Merch负责人,在SXSW阶段主持与客户的对话海莉Rosenblum,著名数字音乐战略家兼Amanda Palmer社交和社区团队负责人。

对于任何一个在职音乐家来说,这两个人深陷一个至关重要的话题:如何在不断变化的音乐产业中谋生。有没有想过,如果你决定不贴标签,你会如何与粉丝联系?如果你能做出一致的判断?你怎么能负担得起创造?卡米尔和海莉回答了这些问题,在小组中你可以听到更多的问题在这里,或者继续阅读关键要点的分解。

卡米尔和海利回答了这些问题,并提供了极好的见解和建议,我们将其分解为以下几点要点。

1.想想什么与你的品牌相关。

当涉及到品牌交易和赞助时,你需要考虑什么适合你。例如,如果你是一名鼓手,鼓制造商的赞助将非常有意义。当然,有时一个不太可能的品牌可能仍然是一场胜利的比赛。例如,如果你对环境充满热情,那么与一个可持续发展的品牌合作就可以达成一致。另一方面,与一家大型汽车公司的交易一开始似乎并不合适,但如果合作伙伴关系允许你与你的英雄一起巡演,那么这可能是正确的选择。

2.找出你擅长的。

当你是一个独立的艺术家时,你必须自己管理你的社交媒体、书籍演出、购买库存和销售merch。嗯,不完全是。如果你能,试着找一些朋友或家人来帮你处理工作量。如果你真的要做这一切,关注你的社交媒体。与你的粉丝建立真诚和真实的联系应该始终是一个优先事项。

3.找到适合您最佳技能的平台。

说到社交媒体,有这么多潜在的平台,找到一个你喜欢的地方和你可以成长的地方是很重要的。例如,如果你是一名摄影师,Instagram是一个自然的选择。然而,你也要考虑你的受众——他们最喜欢的平台是什么?他们通常什么时候上网?而且不要觉得任何时候都在每个平台上都有压力。专注于一个关键平台有助于确保您有足够的时间创建。

4.让人们更容易预订。

如果你担心出售足够的merch或支付制作专辑的成本,众筹或预售你的作品会有所帮助。网上和面对面都是预订的好地方。只需记住让人们更容易预订,并选择有限数量的地方让人们预订即可。例如,2010年,海利说阿曼达·帕尔默使用了班德坎普。现在,Hayley说他们使用他们的网站和iTunes进行预购,使用Patreon进行限量版。

5.建立你的电子邮件列表。

你的电子邮件可以让你直接接触到你的粉丝,你可以带着它去任何你去的地方。不要想当然。与社交媒体不同,你不会受不断变化的算法的影响。你拥有自己的电子邮件渠道。你不需要每天给你的社区发邮件——一个月发一次或者一年发几次更好。让你的电子邮件交流活跃起来的最好方法是让它尽可能的真诚和可信。这种直接沟通可以让你做一些事情,比如在某个城市找到粉丝,或者让他们知道你推出了新专辑或新商品。

6.当有疑问时,测试它。

对使用社交媒体广告或搜索广告来提升个人形象感到好奇吗?Camille建议使用小额资金进行测试,这样你就可以测试并获得实时反馈。如果一个广告没有你想的那么好,不要太快放弃。卡米尔说,在你调整广告之前,你应该至少播放几天的新广告。

海莉鼓励音乐家们摆弄各种各样的帖子。根据她的经验,图片文本的数量、链接和标签的数量,甚至使用脏话都可能影响用户参与度。你得试验一下,看看什么行得通。海莉还建议加入这些社交网络上的相关小组,向其他音乐家或创作者学习。

7.记住你的价值。

向你的粉丝要钱,你会感到害怕吗?你并不孤单。因此,许多艺术家发现,将他们的艺术视为一种商品具有挑战性。但请记住,你正在为你所做的艺术和你所提供的利益提供价值。你的价格标签应该反映出你需要创造什么,这将允许你创造更多。

记住:你不必特意去分享有价值的东西。例如安德鲁·阿普尔皮帕特伦的收入翻了一番,他所做的一切就是尽早接触他的音乐。佐拉·耶稣独家直播聊天,未发布的歌曲,演唱会门票,和礼盒。最后但同样重要的是,在被她的品牌放弃后,因为不够商业化,托雷斯她以自己的方式赚钱,向路过的顾客提供私密故事。

作为一名独立的音乐家,你必须戴上很多帽子——社交媒体营销人员、销售人员、经理——但不要让其他角色分散你的注意力,偏离你的核心目标:创造好的艺术。专注于你的艺术将有助于你保持你的信誉和正直,并让你的粉丝们回来索取更多。

正如海莉在讨论会上所说:“你的粉丝很乐意给你钱。让我们暂停一下,记住这一点。你给他们价值,他们也给你价值。”