In these internet-driven times of social media trends and viral moments, there are more opportunities for new artists to share their music than ever before. The barriers to entry are as low as having a cell phone and a social media account, but all this extra noise also makes it harder to get heard.
Connecting with real people and achieving longevity is another matter altogether, and requires teamwork, patience, self-belief, no small sprinkling of luck, and many, many hours of hard work. The path to success isn't easy and nothing is guaranteed, but this is a good place to start. From the Pigeons & Planes team and some industry experts, here is some of our most valuable advice for new artists.
Know your audience.
Don't ever lose sight of the music, but do read your SoundCloud comments and check your social media accounts to see what your fans respond most actively to. See which songs get the most plays and try to gauge why. See where people are playing your music and if you start touring, target those towns and cities. Try to figure out who you want to reach, and how to best reach them. At the end of the day, the more you know, the better you can prepare for success.
Speaking on the genius Rae Sremmurd campaign that helped drive "Black Beatles" to the No. 1 song in the country, Interscope's Gunner Safron explained, "The general idea is taking the approach of new songs, new artists, music in general, and marketing it almost as if I was a music supervisor. Really just trying to pinpoint an audience and figuring out what’s going to drive the music to that audience. It’s different for every artist, and you have to tailor that approach to each one."
Build the right team around you.
“While it is not impossible to be successful without a strong team, especially with the power the internet has shown insofar as 'star-making'—if you truly want to pursue music as a career, not a job, you must be hyper aware of the strengths and weaknesses of the people you surround yourself with. A strong partnership and relationship with your manager, agent, lawyer, label or otherwise, requires having goals that are pragmatic, practical, and in line with the expectations of the rest of your team. This alignment can make or break your early success as a new artist in the modern music industry.”—Az Cohen, A&R, 300 Entertainment
No one is supposed to do it all on their own.—Chris CAjoleas
"Align yourself with people you can have honest conversations with. We all need someone to tell us when something isn't good, or to kick us in the ass when we think the work is done—and it's never done. Trust your team and make sure everyone knows their roles, understands those roles, and executes them. No one is supposed to do it all on their own. Take time to learn the business of music, and what it means to create assets and leverage them for your benefit. Music is a very small piece of the music business."—Chris Cajoleas, Manager, Swmmng
Don’t follow trends.
It’s easy to sound of-the-moment and capitalize on trends. This won’t lead to a lasting career. Every year, there are a handful of artists who come along at exactly the right moment and make music that fits in perfectly with whatever else is going on at the time. These songs are usually quickly rising hits. A few years later, the artists are often gone, and so are the trends.
Yes, Drake might be able to incorporate styles from around the world into his music and turn those influences into huge pop hits, but you are (probably) not Drake. Jumping on a new wave and dropping music in a new style every other week is not the best way to build a loyal fan base. Be an artist who sets the trends, stays ahead of the curve, and becomes a leader. You need to do more than just fit in.
Be patient.
“Be patient, both with yourself and with your plans. Some artists find their lane on the first single, for others it may take years, name changes, failed deals—everyone has a different timeline. Take this time to learn and apply yourself. Focus on developing every day, both as an artist and as a human being. Understand your strengths as weaknesses. Be open to feedback and differing opinions, but also understand where it's coming from and the context of the situation. There's a lot of money to grab out there but that doesn't mean go grab it. Believe in your vision, be thankful for every opportunity, and do your best to not be an asshole.”—Chris Cajoleas, Manager, Swmmng
Focus on developing every day, both as an artist and as a human being.—Chris Cajoleas
Create your brand and commit to it.
With the internet moving so fast and people's attention spans seemingly getting shorter and shorter, it's more important than ever to stand out. The best way to do that is with incredible music, of course, but having a unique and memorable brand helps too. Whether you go the mystery route like The Weeknd or project a bright, welcoming persona like Lil Yachty, branding can be half the battle.
Have a greater goal or purpose, know what that is, and stick with it. This doesn't have to be a philanthropic mission or motivational mantra, but it's necessary as an artist to find your core intentions for creating and to project that tirelessly. Even if it's simply to get girls and make money, own it. A brand isn't a brand unless it's consistent and distinguishable.
Practice performing live.
"It’s never too early to get on a stage and start performing, but it’s important to choose the right stage for the right moment. An artist can rack up a million plays on Soundcloud and, before they even realize what’s happening, they are called to perform in front of a thousand people. It’s a trial by fire, and I’ve seen plenty of acts convicted under the bright lights. So get on stage early, and be ready for the moment.
"There is absolutely no substitute for on-the-job training. You can shoot all day in the gym, but until you step on court for a live game, you won’t know if you have the right conditioning. Find the local open mic in your city, and own it. Look up the contacts for artists you think you’d have synergy with and ask if you can open for their show. If they don’t have any money to pay you, do it anyway. Have a friend film you and then study the tape after.
"When an artist you respect is going out on tour, find out who their booking agent is (search online, and invest in a PollstarPro subscription), and send them your Soundcloud profile, and link to local press or a YouTube clip of you performing. If they don’t respond, follow up in a few weeks and ask if you could be considered for the next one.”—Alex Damashek, Show Producer/Promoter, Move Forward Music
Don't refuse help.
A successful artist is rarely one person—it’s a team that could include engineers, graphic designers, videographers—but chances are you’re not in a position to pay everybody right off the bat. Just as in songwriting, it’s best to use the material around you when it comes to initial artist development—friends, family, and Instagram feeds are a talent pool that’s right in front of you. If a (talented) illustrator friend asks you how the music is going, see how deep their interest really runs.
Think carefully about your visuals.
Your album art will become many people's first impression of you, so don't just throw it together on the day of release. Connect with creatives around you and come up with something unique and that reflects your identity as an artist. Not everyone can get a real, live bear for their album cover like 6lack did, but try and get creative. And if all else fails, go minimal. Simply naming an album after a color has a strong history of success.
From press photos and single art to music videos, this same care should be put into all decision-making when it comes to your visual identity as an artist. Too many times, the visuals surrounding music feel like an afterthought. In the age of social media and content overload, that doesn't cut it.
"You're witnessing the artist before you hear their music a lot of the times," says Saint Louis, Brand Strategist for GFCNY who has worked closely with artists like 6LACK, Raury, D.R.A.M., and A.CHAL. "Brand identity, aesthetics, and how the two relate and complement the music are major keys as to why one gets intrigued and continues to tune in. With social media follows and likes being a new form of currency and clout, your first impression is being made prior to the IRL meet. The imagery, colors, tonality, words, effort you're choosing to align your persona with will determine how the world interacts with you and your art from that point moving forward."
Know yourself.
"My advice for new artists is to really assess why you’re making music and make sure it’s coming from a pure place. Being a successful artist is a huge undertaking, not only time-wise and financially, but also emotionally. Motivations such as fame, money, and groupies are only going to take you so far.
"Compete with yourself and no one else, I’ve seen countless artists go crazy by comparing their career trajectory to others. In music pretty much everything is out of your control outside of the product you create and it’s delivery. Your only concern should be making sure your product is strong enough to stand out amongst the rest. Only the people can decide who becomes a star.
Compete with yourself and no one else—Chad Carrington
"Lastly, before you get into any situations, with managers, labels, whoever, know yourself and what you want to represent and stay true to that. Lacking identity or any idea of what you want to represent is only going to lead to frustration if it’s not connecting. You as the artist should be heading the ship creatively and letting your team know your vision and what you want to share with the world. The most successful artists are the ones that are out shaking hands and kissing babies, not so much the ones that just want to sit in a bubble and make music and have their team figure out the rest.
"Lastly lastly, follow your heart with reckless abandon and have fun."—Chad Carrington, Marketing Director, Capitol Records
Plan your releases carefully.
Far too often artists make the mistake of impulsively releasing music. It's simple psychology—humans love attention, and when we release things onto the internet, we receive that attention, fueling a temptation to hold the spotlight on us by releasing more and more.
But there's a huge allure to artists who hold on to their art and treat each release with the care and respect it deserves. Creating an element of mystique and suspense is more enticing than over-saturation. Plus, spending more time with your own material gives you longer to tweak and perfect it—even Young Thug was encouraged to slowed down his release schedule and spend longer on his songs by Lyor Cohen.
Whatever outlets you decide to use and however often you choose to release your music, make a clear plan and stick to it.
Don’t unofficially remix a famous song with new vocals.
There are times when this works, but usually it’s a bad look. Sorry, you're not Lil Wayne in '08, and remixing every hot song is definitely not a formula for long-term success.
Covering a song for YouTube or showing off your skills on production with a remix is one thing, but rapping or singing over someone else’s beat is not a good look. It gives listeners no real idea of what you’re about as an artist, and it’s a cheap trick to capitalize off something that someone else made.
Start with an original. There are so many talented producers willing to collaborate for little or no cost these days, and if you’ve got skills, linking with a producer shouldn’t be an issue. Down the road, unofficial remixes can be fun and interesting, but please, don’t make a “Panda” freestyle your big debut.
Embrace the chaos.
"At the age of 24, in less than a year, I went from being an A&R at a major label, to being a jobless wanderer crashing on a good friend's floor in Los Angeles searching for a hook back into an industry I hated with every fiber of my logical being and loved with a soul snatched early in life by the intangible power of music. I eventually got a job with a hugely successful music producer, left that job to manage producers, and have now found myself in a happy place far from what I ever could have predicted as a teenager who wanted to be Rick Rubin or DJ Premier more than anything.
"I didn't get to decide the path—I saw the lightning and rode it for what it was. During my floor-crashing, couch-surfing months in L.A., I often repeated a mantra to myself: make peace with chaos. Embrace it. Understand that the business is volatile and, as a result, the people in the business can be highly volatile, making your days—guess where this is going—potentially volatile.
"Technology is rapidly changing. Companies can be wiped out or juggled around without warning. Trends appear and disappear almost as fast as they came. Breakout artists rise and reshape the sonic landscape, sending copycats scurrying to pick up pennies in their wake. You have to be aware of it all, hug tight the madness, and build your bridge through a blend of reactionary wit and a will for active creation that shuts out the mania from time to time.
"Ultimately, you have to try and enjoy the sport of the business as much as you enjoy the music itself. Or, have such a deep, unwavering love for music that it trumps every ounce of doubt and despair you have about a hugely difficult, often ruthless industry.”—Jon Tanners, Manager/Music Publisher, All The Noise
Good luck out there.
