Trimming The Sails

Change the variables you control. It’s more effective.

Please Remember:

The opinions expressed are mine only. These opinions do not necessarily reflect anybody else’s opinions. I do not own, operate, manage, or represent any band, venue, or company that I talk about, unless explicitly noted.

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The music industry has a bad habit because every industry has a bad habit.

Because humans have a bad habit.

The wind changes, and we groan on and on about the wind:

“People need to go to this or that kind of gig more.” “Streaming is unfair.” “People need to buy vinyl.” “People need to assign value to music in the way I assign value to it.” “People need to stop listening to Pop.” “Bars need to stop hiring DJs.” “Promoters need to do this thing that I want.” “Musicians need to do what the engineer tells them.” “Guitar players need to dial up the sound I want.”

Now, I’m all for changing the world. I’m in favor of discovering what works and what doesn’t, and passing that information along – the allure of mythology and innuendo be hanged! I’m also an admirer of being able to sit patiently, waiting for things to start moving in the way you like. All of that has its place.

But the thing is, changing the direction of the world is difficult and time-consuming. Training a large number of people to think and act as you would have them do is a gargantuan and frustrating project. Waiting for the stars to align sometimes requires years that you don’t have.

On the other hand, trying to “turn to catch the wind” is relatively quick and easy. You go, “How do I leverage this situation with what I have available?” Then you do. Sometimes this means getting propelled by the force of the flow, and sometimes this means carving your own channel.

For instance, let’s talk about streaming. If I had a nickel for every artist moaning about how streaming doesn’t pay musicians enough, I’d have a lot of money compared to the complainers. Recorded music is data. Data is in incredibly high supply. High supply means low monetary value. Streaming is how more and more people consume music. That’s just the way it is. Selling expensive, physical media isn’t “the only way” anymore, and that’s that. The wind of streaming is blowing stronger and stronger, so you may as well catch it.

Then, there’s the problem of “promoters don’t book my genre in this town.” Well, you can sit and mope, or you can rent a space, get your favorite bands together, and do things on your terms. Pick yourself, as Seth Godin would say. If you don’t want to sail with the breeze, you’re going to have to row. Paddling across the water is tougher than getting pushed along, but it’s still a choice that you can make and control.

I support your right to shake your fist at the circumstances that won’t play by your preferred rule-set. Life in music can truly “vacuum” on certain days, and there’s nothing wrong with being irritated. At the same time, I strongly urge you to have an attitude of “Meet ’em where they are.” Going to where the action is, whether physically or metaphorically, is almost always easier than getting the action to come to you.