When Opportunity Knocks, Part Two
Monday, September 17, 2007 at 02:04PM Let’s talk about self promotion today. How do we do it? What is the most successful way to do it? What is the most bang for your buck? Who is great at self promotion? Can we learn from them? But first, a digression, as is my pleasure.
Yesterday I talked about being on the road with Steven Wright (www.stevenwright.com) for three years. After I had gotten out of my crippling credit card debt, I started thinking about what an opportunity the Steven Wright gig was to build my career. And this is what I came up with:
I first tried to get Steven's agency, APA (www.apanewyork.com), to represent me but they had no interest. But they were only interested in acts that had an audience or a major record deal, which at the time was a good thing. At the time, I thought it was because I wasn’t quite good enough, so I kept working like crazy on my set and on my performance and delivery. It got to be where I could have taken a healthy encore every night, but I never did. Steven didn’t do encores and he was the headliner, so I didn’t do encores. Simple courtesy.
And when my set was over, I’d go out in the lobby and shameless pander my music. “OVER HERE, MEET THE ARTIST, THRILL OF A LIFETIME, I would shout with a grin on my face. And I upped the price so I wouldn’t have to make change. I thought I was building something by leaving the music behind. But I made a big mistake. 2000 to 3000 people a night and I collected no mailing addresses, no email addys, nothing. That was mistake number 1. I made no provision for staying in contact with thousands of people who seemingly loved what I do.
I also started looking at the itinerary and if there was a really good club in the area, I’d invite the owners and booker as my guests. Then I’d (Google Ad above) meet them afterwards and try to finessse a gig from them while they were still fresh from watching my triumph. Pretty smart, I thought. And I did get a few gigs from that approach, though not as many as you or I would think.
These guys want buns in the seats. The fact that I was a good player, singer, composer, performer, and even comedian, didn’t mean anything to them. I wasn’t famous, so who would come to see me. And economics being what they are, could they afford to bring me in the number of times that it would take to build an audience? Probably not, though I did try to address that by offering to come in for cost as the opener to any sold out show they had. If we did that three times in a year and then I came back solo, I was certain that I’d have an audience. But they weren’t so certain that they wanted to spend their money to help me..
So while it wasn’t exactly a mistake, there were not so many gigs from that approach, even though I was doing a great show and selling a lot of CD’s (one to three cases of 25 per night). I couldn’t’ figure it out at the time. I thought that these guys would actually want to build an audience with me…but they don’t care. They’re not bastards, they just have a bottom line and they don’t care about building you an audience. That’s your job.
So then I started looking up really good agents and managers and inviting them to the shows whenever we were in a major city in which they might reside. And I presented them with this approach. I had a hundred gigs a year with Steven. I would give them the contracts, they would simply write them up and they’d get ten percent of what I got, which was around $1000 a night at that point.
So I was offering them a hundred dollars a contract on a hundred contracts a year. Ten thousand dollars a year to book me, but…and this was the caveat. They had to book me in all the other clubs and concert venues with which they worked, when I wasn’t on the road with Steven. And they had to put me on dates with the acts that they had.
I contacted every single good acoustic agency and singer songwriter agency there was. No one was interested. Even with a guaranteed $10,000 a year, no agent was interested. I was clearly good. They didn’t keep me as the opening act for three years because they lost an election bet. I was killing audiences and selling CD’s, but… I wasn’t famous.
In retrospect, it is clear to me what would have been the move to make. And I give this to you. If the opportunity arises to get in front of thousands of people, don’t try to get agents and managers and club owners in there. Hire a great publicist for probably $500 per week, for as long as you can do it.
The thing about talent is that there’s lots of it. Many of us are really good. So you need some luck and you need some notoriety. A good publicist can generate some excitement and interest in you and what you do. Then if you have the talent and the spotlight lands on you, you’ve got the goods and you can drive it home.
My big mistake regarding this opportunity was not recognizing what would be the most resonate and impactful way to take me to the next level. You still have to practice and you still need talent, but you need to be noticed. Hire a publicist. It starts there.
Reader Comments (4)
I ask this in all seriousness...Have you considered writing your memoirs?
My goodness James. You really have a lot of guts and determination that's for sure. The first time I saw you perform was at the Ol Vienna Coffeehouse with Peter back in 1995. I didn't know who you were but I just had to see Peter so I figured I'd give you a shot. You were incredible and I've been a fan ever since. I really don't understand what makes one person famous and another who has way more talent just not as much of a draw. Maybe some of it is just luck but who knows. I know you don't make as much in smaller venues but I really enjoy those shows more than a stadium show anytime.
diane, you don't go into music to make it famous, you go into music to make music. if fame comes, it comes. how you deal with it is what makes up the quality of your life. that's what matters.
and bobby, when they finally perfect voice computer typing and i can just talk into this thing, ...maybe.
james
These kind of post are always inspiring and I prefer to read quality content so I happy to find many good point here in the post, writing is simply great, thank you for the post.
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