Doing (and failing at) Everything

In addition to whatever remains of the traditional music industry, the internet has busted everything wide open, to the point where there are now more opportunities than ever for artists to be heard. Content is now cheaper to create than ever before, alternative distribution channels and revenue streams are unraveling, and social media, rather than radio or MTV, is the key dialogue vehicle between artists and their fans.

While this seems nice, your strategy cannot be doing everything. If you try to do everything, you will do everything at a mediocre level because you simply can only give each so much attention. If you are a rock band, you should worry much more about having an extraordinary live show than about how many Twitter followers you have.

Rather, the best thing you can do is understand as many of these tools as possible. Not so you can use them all, but so you can intelligently determine which ones will best amplify your strengths to a focused group of people. Pick a few, and do those few amazingly well. Think creatively and use these tools as foundations. They are a means to a more creative and unique end, not the end themselves.

If your strategy is to do everything as much as possible, you will fail. Recognize your audience, find the tools that serve that audience, and then aggressively use those tools as the core vehicle between you and that audience.


4 thoughts on “Doing (and failing at) Everything

  1. For sure. Artists can’t do everything, even if they wish they could…

    Even better? Hire someone to do ALL the things. Then you don’t have to worry about it and it will (hopefully) be awesome.

    • Yeah, just like anyone else, nobody can do everything. I think it’s scary for an artist to rely solely on other people to do everything and not be involved, though. I’d imagine the best artists are ones who care a lot about their career, and the ones who care a lot about their careers will probably want to be involved to some degree.

    • I feel like there has to be a really strong reason not have a FB page today, though. Not that it would be impossible to do well without one, but the majority of people search for bands on FB before anywhere else, so that’s worth thinking about.

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