Calling All Musicians - 5 Offline Ways To Get On The Path To Success

I'm getting fed up with the doom and gloom around music. There's never been a better time to be a musician. The demand exists, the talent is there, and the distribution channels are wide open. And for those with a little extra creative flair, the path to success is waiting.

Today you're the marketer as well as the muso - your fate is in your hands, or more positively speaking, your success is at your fingertips.

People want new music. Yes, to an extent we do live in the age of disposability, but that also means that gaps are constantly appearing which need to be filled. Like any marketer, the musician needs to think about when and where he or she can step in. It's still all about being in the right place at the right time, just a different place and time.

We all know that the web offers a multitude of ways to expose new music and build a following. However, just as important is offline grass roots marketing. By leveraging social trends in the offline world, you can support online tactics and build yourself as a unique brand as well as a great musician or songwriter.

5 Offline Ways To Get On The Path To Success

1. Perform, perform, perform
And, don't just see yourself as a musician who plays live. Work hard to become a known performer, and personality in your neighborhood. A local following is still one of the best ways to build your fanbase, and to hone your chops. Yes, certain websites and social networks are great exposure vehicles, but while they can showcase your performance live from the bedroom, they are not always the best tools to present your personality. Don't forget, your purpose is to entertain, not just to play.

2. Don't worry about the quality of your demo
Just have one. You no longer need a high quality recording (even though a bunch of my producer pals are no doubt in total disagreement). It helps, sure, but don't worry. Just have something and you'll find that venue operators are usually very forgiving. They aren't looking for production quality. They're looking for talent to meet their ends - fill a bar, get folks to dance and drink more, give them credibility or reach a new crowd. It's about them as much as it's about you. So just do it.

3. Tie yourself to a cause 

Find something you're passionate about, and reach out on a local or regional level to contribute your talent. Choose something which fits your "personal brand" and helps to communicate your creative approach and values. One place to start could be to take a look at the Glue Network www.thegluenetwork.com/.This is a non-profit based in San Diego which inspires and exposes great causes, brands and individuals by collaborating with grass roots musicians, artists and designers. 

4. Become part of a heroic local brand
It's not about selling out. It's about exposure, positive associations, and being able to avoid starvation. Even if there's no money involved, think about how you can leverage your creativity in return for riding someone else's brand reputation or philosophy. It could be as simple as working with a local independent fashion designer to build your awareness and credibility. Take a look at Threadshow.com if you want to get a feel for this particular community, or visit one of Thread's shows and introduce yourself to the designers you like the best.

5. Go truly grass roots

There's a huge swell in open mic nights sweeping across the country. Just check out openmikes.org/ It lists open mics nationwide. And it makes sense - people want to go out, need to socialize and want to hear new music without paying cover charges or inflated ticket prices. In many parts of the U.S, they also want to play a part in kick-starting local musicians' careers and to celebrate local flavor. It worked for Bob Dylan and coffee houses. 

For the musician, the benefits are multiple. You'll get exposed, inspired, collaborate,  find backing musicians, gain valuable in-person feedback, and remain humble while building confidence through being overshadowed one week and showered with praise the next. There's nothing like it, and yet it hardly ever gets mentioned. (Watch out for a full blogpost dedicated to open mics very soon).