THE BUSINESS OF MUSIC
[ RELATIONSHIPS | Dr . Ken Steorts ]
A lot of times you will hear entertainment people say , “ It ’ s not what you know , but who you know .” While this is demonstrably true in the world of music industry , movies , and business of all kinds , it takes on a character of anti-knowledge and pro-surface relationships with influencers . Still , it may even be in some ways very true . The person you know may be the only way into an opportunity that can go deeper . That is the point I want to make today in this article and from a webinar I held this summer for artists and managers .
1 . WHO DO YOU KNOW ? Turn this from a VIP mentality to a work mentality . Develop RELATIONSHIPS .
For instance , I know the A & R person at a major record label . Not too well , but well enough . Seems like a great start . But I need to strategize how I get to know them personally over time with a quality representation of the mutual RELATIONSHIP if I want that to develop into a quality contact and open doors for some of my Madison Line Records artists and Visible Music College students .
First , lets establish that the entertainment industry is both completely unlike any other in many ways , and yet exactly like every other in basic business relationships . You need to know the distinctions . One of the first things you must know about the entertainment industry is who to get to know . Is it only the top agents you want to talk to ? Only top management ? Or are there legitimate business contacts at other levels who may be ablate help you in your specific genre , region , or question ? I suggest that everyone who is making money , making ministry , or making connections for artists like you is someone to get to know .
I ’ ll tell you how I have had a successful career in music and ministry both at the same time .
1 . I appreciate everyone I meet as a child of
God . I practice this on family first . I practice this on friends always . I practice this on myself - quick to forgive and believe in myself .
2 . I acknowledge and relate with everyone I meet .
[ One of the first things you must know about the entertainment industry is who to get to know . Is it only the top agents you want to talk to ? Only top management ? ]
The business receptionist , assistant or secretary , is often influential . I work respectfully with other artists . I treat “ bigwigs ” like everyone else , with respect and focus .
3 . I trust God ’ s timing and voice in my life , so I listen and act . I actually do trust Him . I really do it and my wife helps me stay trusting . I honestly do trust when it feels impossible .
4 . I keep amazing records . I track addresses and tasks from emails with absolute attention . I thank people electronically or by note card for meetings . I do follow up every time to the best of my ability on every item .
I always ask good questions , which opens up the relationship .
2 . HOW DO YOU KNOW THEM ? Relational depth makes the opportunity go further .
At a minimum , do nothing to make the relationship strained , like do not use multiple email lists gained from their events to promote your own thing . Work with people as peers , not attached to them to get what you want . This needs to be trained into artists and managers as they grow inside the business . Business people are still people . They want to talk about themselves , hear about your life , and have a relationship . Even important people .
Even when you do not feel you have something important to give to the person you are meeting , make the relationship about how you can mutually benefit each other .
Share experiences , explore ideas about the world ( safely ), and suggest deeper thoughts beyond the surface . Practice asking for things clearly in the beginning of your sentence , in the beginning of your phone call , and then come back to them . It is about relationships . Send your emails promptly and with cordiality . You might even offer to help , or some idea that is original .
Above all , leave no reason for your personality to be the hindrance to the callback . Respect people ’ s time and energy and do what you say you are going to do . It is how you know people , not ( just ) who you know .
Dr . Ken Steorts
34 Sep � Oct 2016 ChristianMusician . com