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Home Field Advantage: If You Want To Be A Rock Star, Stay Home

By Neill Kleven

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Published: 28Jan2012
Word count: 698
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You've got an eight-track packed tightly with sure-to-be hit songs that you know are going to climb the charts as soon as the right LA cat hears your stuff and signs you to a major record label. So why not pack your bags and ship yourself to one of the music hubs like Los Angeles, New York or Nashville where people don't ignore their dreams? Then you'll soon enter a world of mansions and supermodels---isn't that how it works?

Don't book your flight just yet. While this cliché may work for other artists such as aspiring actors who need to plug away at a consistent flow of auditions, it's not the best choice for musicians. "But this is where all the serious-minded artists are," you say. Sure, you'll find plenty of passionate musicians to collaborate with, people that will light up your creative spirit. But they're also your competition. And in LA there's tons of it. Probably a million hopeful artists who want attention. And, unfortunately, there's not enough to go around. So people, whether in the music business or not, will roll their eyes (usually not to your face) as they mentally lump you into that pool of desperate, discover-me artists.

If signing with a major record label is one of your goals, proximity is not what you need. Instead, you'll need to focus on two all-important things, two things you can get almost anywhere…great material and buzz.

Got Hits?
Above and beyond everything else, labels are interested in what sells. If your material is strong enough you're going to sell. So instead of working three jobs to save up living expenses for five years so you can move to LA and burn through it in six months, stay put and spend that time working on your songwriting craft. In other words, get good. If you're good, you'll get buzz. If you get buzz, industry people find you.

Make Some Noise
Assuming you got soon-to-be hits, the next important aspect that will catch the attention of A & R reps is a strong fan base. Industry people want to know who's going to buy your music---your major label debut---so having a loyal following is key, which is arguably the second most important aspect of landing a record deal. Couple this with great material and you have a great chance at a recording contract. So make noise (and great music).

For the music business, this huge and powerful industry, geography is by no means a barrier for them to find that next Pearl Jam that will pull in the dough. Daylle Deanna Schwartz, author of How to Get Signed to a Record Label, explains, "A & R (Artists & Repertoire) people have their feelers out across the country. They read reviews and notice artists that create a buzz. Put your energy into making enough noise to get someone's attention instead of moaning about not getting a break." So if you can convince them that you're material is the next money-maker, they don't care if you are down the road or in a different hemisphere.

However, to be fair, there is one advantage---it may be the only one—of relocating to LA: the chance of bumping into a record executive. If you meet someone on a personal level there's a better chance that they'll listen to your stuff. But just because an A & R rep agrees to listen doesn't mean of course that they're going to sign you. It just means they'll listen. And no matter where you are you can build your network and connect with these kinds of people on other levels.

Don't get me wrong; there are always exceptions to the proximity issue. For example, if you live in a remote wilderness area in the middle of Montana where the closest music venue is a rustic bar ten miles away that happens to have karaoke on Wednesday nights (where Journey is considered "new rock"), you want to move.

Otherwise, stay put.

Neill Kleven is both a ten year marketing veteran and local musician based out of Wisconsin. He uses his experience and knowledge to create content that informs other fellow musicians about the nuts and bolts of marketing. If you're serious about your music while developing a fanbase along the way, check out his blog: http://morefansformusicians.blogspot.com/

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