A Roadmap For New Bands In 2010

So you're a new band. You've got twelve great songs, a great live set-up and a burning desire to make it.

It used to be that you found a manager, who charged 20% commission to represent you. You'd sign to a record company who took 90% of your profits and owned the rights to your recordings. Then you'd sign a publishing deal, surrendering 50% of your songwriting royalties to be commissioned. You'd work with record producers who took 3% of the 10% the record company left you. But you were cool 'cause you were 'signed to a major label'. When outlined like that, what chance did bands have of carving out a career in music? Even if a band did 'make it', they would be the ones making the least amount of money. Not an attractive scenario; but that was the way it was for thousands of bands eager to sign up.

Thinking about this in 2010, what options face a new band now? There are only four major record companies left and they've been dragged, kicking and screaming into the 21st century. Filing lawsuits against music fans, defending archaic copyright laws, making bands sign 360 degree deals, taking revenue from their live income, forcing iTunes and Apple to use crazy DRM systems preventing the sharing of music. They still don't get it.

In only a few years from now you will be able to store all the recorded music in history on a multi terabyte flash drive the size of a guitar plectrum and take it with you wherever you go. Or just stream any song whenever you want to from the web. In a digital world there only needs to be one copy of a file and the world can share it. There is no need to manufacture millions of plastic discs. People like sharing music. Music needs to be shared. Bands need to encourage people to share their music. And the internet is the best place to share it.

Tech companies around the world are trying to figure out how to monetise this new model. They've not done it yet, but they will! And when they do, you should have positioned your band to take full advantage. This is why there's never been a better time to be in a band making new music. But bands have to learn how to get the most from this new landscape. Its a steep learning curve, so here are a few pointers I think will set you out in the right direction...

1) Recruit a '5th member' to the band who has a tech background and ability. They will coordinate all online activities. Build a website. Get your fundamentals in place first: register with Facebook, YouTube, Myspace and Twitter. At gigs they will be responsible for gathering email addresses from the crowd. Remember, your retirement plan is your email list! Use www.fanbridge.com to help you.

2) Play live as often as you can. 52 weeks a year! Drive fans to your websites by developing video and audio content from these gigs and making the best of it available on your websites. Network at gigs and find believers.

3) Focus on your place in the market. Find other artists that are similar to you and watch where and how they promote themselves. Remember, not every fan uses one contact point. Find out who uses which sites and why. It's important to understand what kind of fans you have, and there's no shame in thinking like a (passionate, creative) business.

4) Spend as little time recording as you can. Recording studios are expensive. Spend the time in rehearsals getting the songs arranged before you go to the studio. Better still, learn how to record yourselves; it's not so difficult now. Spend what money you have on getting your recordings mixed and mastered. It's so important to retain your rights to your recordings... license everything... don't be seduced by offers to buy your rights.

5) Use Google alerts on your band's name. Any time your band is mentioned in a blog, go in and get the blogger's email address. When your band has an announcement to make, email these bloggers about it. Saves you from emailing direct to fans all the time, running the risk of putting them off.

Building a music career in this new decade is a multi-pronged strategy. It's completely alien to many musicians but if you've spent the time learning how to play and write, you have the discipline to go the extra mile and learn the skills to succeed in this brave new world.

• very useful advice Greg. Thank you!

  Posted by A.R | Wednesday January 2010 @ 12:42

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• So, the good the bad and the ugly have joined forces to offer sagely advice to us lesser mortals.From within the "music industry' the doyen of said club, Mr Greg (couple of 80's hits) Kane is telling us what's what!!!!! WOW! First off,hocking a souless and desperate xmas album as way to gain some miniscule press cuttings aint gonna win any inspiration awards!! What happened to getting in a band and playing and letting it flow."Get A web tech and an i.p address and oh!! "get a toothbrush and brush your leg?!?@*" When did this guy become the voice of taste and authority?? Seen the top 40 recently? that Greg n pat kane are So right......That web idea really shifts units!!!....IT'S THE CAKE THAT'S IMPORTANT NOT THE INDREDIENT.

  Posted by MUSIC AND GOVERMENT? | Wednesday January 2010 @ 21:50

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• As a nutshell piece of advice for new bands this wasn't a bad article actually. Where's this stream of cynicism coming from?

  Posted by Alan Mowatt | Thursday January 2010 @ 00:01

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• So what if his band's not to your taste, the man speaks more sense than you jaded nutsacks. Are any of you even in a band?!

  Posted by Matthew | Thursday January 2010 @ 00:09

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• no harm in looking at all routes.but isn't it always about money.in a word 'marketing' i'm sure hue and cry wouldn't sniff at a large marketing budget or a huge 360 deal.fair play for finding ways to survive in an ever changing industry and nothing wrong with passing on help and info.

  Posted by labels | Thursday January 2010 @ 18:38

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• Please refresh my memory, when did Hue & Cry ever have twelve great songs?

  Posted by Jade Sacknut | Thursday January 2010 @ 23:14

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• It strikes me that there's one sour bastard out there spinning out the same inane comment. Who gives a monkeys if you don't enjoy the music when the advice is sound?

  Posted by Reason | Friday January 2010 @ 00:22

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• I have just read the thoughts of Greg Kane in the January Skinny on how to maximise musicians chances of getting on in the new chaos that is the music "industry".
  
  My main problem with Greg was his thoughts were, at best, out of date and worst very narrow minded or lazy. Advice like "get a fifth member who has a tech background" gives the impression that to "get on" you have to be four ugly blokes with guitars, as in my own case. Words like that alienate a lot of possibly far more interesting people.
  
  For instance a couple of turntablists who are already way ahead of Greg in the internet stakes & can do all the difficult things like make a Facebook page (come on Greg, you're letting my generation down here) would not be welcome in his new utopia.
  
  Are women considered in this? Do we all have to have 12 great songs or can we do our own thing thank you and play a few. And make it? What is that exactly? I am not being pedantic just scared of another Government quango with good intentions being advised by people who are terribly out of date and terribly conservative.
  
  The advice about record companies and management et. al. is very misleading and incorrect. There may be four major record companies but, Greg, as there was in your day there are a lot of powerful record companies that, may be bank rolled by the majors but, never the less, are very powerful and signing bands that are still allowed to be themselves and not moulded into some Simon Cowell nightmare. Also many small labels that help the underground, vital to an interesting culture; not everyone wants to be the organ grinder's monkey. Don't spend too much time on recording. So is the music really the least important thing Greg? Just market it to death and make it as much like every thing else as you can.
  
  I only hope Stuart from Mogwai has a bigger mouth!
  
  To give the impression that you can go out there and make a name for yourselves easily with a mate who knows how to use the internet and an email list just ain't true. Nepotisim is what makes the music world go around and you need to have contacts that other people respect or you are just another fish.
  
  Scotland has many very interesting musicians, bands, d j s, singers, noisy bastards and protesters, thank God, and it saddens me that, when I speak to them or read about them, in nine out of ten cases their aspirations are to leave Scotland and go and make a name for themselves.
  
  If Greg has any influence over the Government it would be better to advise them to create a real Scottish "music industry" that other countries are inspired by, that makes Scottish talent want to be part of not embarrassed by.
  
  If Scotland does gain independence it still won't keep it's huge talent without it.
  
  John Wills

  Posted by John Wiils | Saturday January 2010 @ 19:52

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• Greg is talking sense and you know it- you're just jealous any of you that say otherwise. Hue & Cry have always said it like it is from the very beginning and have been right at the 4front of stuff and i can say this because i was there right at the beginning when they were doing that! Everybody's entitled to there opinion i agree with that and who wouldent unless youre like hitler or something but anyway just try to listen when someone who has the experiance is trying to honestly give you the benefit of there experiance. XX :)

  Posted by H&C FAN | Sunday January 2010 @ 01:49

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• Hey H&C fan you make me laugh what you know bout anything? You say Hue an Cry at the forefront of what??! When that happen???You tell me.

  Posted by Thomas | Friday February 2010 @ 00:28

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• All thru the 1980s these guys were talking/or singing about all the relevant stuff of the day and theyre still doing it today now only more suttle becuz thats whats needed now and there older/wiser. its a different time with different attitudes so listen and check it out -know your history b4 you open your mouth. Dont mean to sound rude - just sayin.

  Posted by H&C FAN | Saturday February 2010 @ 00:38

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• OK H&C fan, you sound like you genuine and I respect that you been around maybe a little bit longer than me. Maybe I need a little education, can you tell me some Hue & Cry tracks I should check out?? Respect.

  Posted by Thomas | Monday February 2010 @ 23:27

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• Hey there Thomas thanx for being nice about stuff you see this is what can happen when good music brings people together even if they dont agree about everything. Ok, you asked about H&C trax well theres so much I could tell you to lisen to but to give you an idea check out (i know its obvious to all you other fans but Thomas is a newbie so be gentle:)) Labour Of Love becuz it's politicaly right on target especialy for when it came out with that b*&ch Thatcher and it made some people think im sure and maybe changed things even a little but thats important then check Two Little Boys which is new and is a new version of an old old song which was like an old novelty type song but theyve made it into something thats not a novelty its got real meaning which when the person that wrote the song maybe had in mind but its taken all these years for someone to really show the meaning. Theres so much more i could tell you to check out but these should be easy to find. I know youll want to hear more once youve heard these! enjoy! xx

  Posted by H&C FAN | Thursday February 2010 @ 23:31

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• O-KAY I've listened to both tracks and I know you a big fan an thats great but help me out, the first one sounds way too smooth an kinda white if you know what I mean (I'm not racist) and the second is kinda weird, like its some kind of joke thing, like for kids. I never heard it before so maybe I don't get the cool retro vibe. I can see its against war and thats maybe the whole point - sorry am I mising something? Still got an open mind! Respect, Thomas

  Posted by Thomas | Friday February 2010 @ 23:38

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• OMG Thomas! I'm so sorry - Ive been away on holiday and I dont have a super duper internet phone Ok Ok, the important thing is youve lisened to the songs and thats important becuz the songs are the most important thing and lets face it thats the most important thing the music yeah? :) The music - Thomas - you've got to believe me its the message in the music that makes the music important even if you dont get the music when you first here it.Sometimes though, it's not just the message its the music and thats where H&C are special becuz its not the music or the message that matters, but its the message and the music that matters I know I'm not great at explaining things but I feel this from - is it ok to say? - my soul. Thomas - do you like soul music? You said your not racist, so I hope your a fan.
  Sorry I took so long - hope youre still checking this sight. Lisa x

  Posted by H&C FAN | Monday March 2010 @ 00:34

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• Hey Lisa I hope you had a good time on holiday.You get a tan or go somewhere nearby? (Thats cool) Anyway hope it was a cool vibe. You sound like one soulful lady. You go away with friends or somone special? either way all that matters is that you had fun. OK to ask where you live? Dont worry I ain't no stalker! Were about in the country? Curious...

  Posted by Thomas | Tuesday March 2010 @ 01:01

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• Thomas - so glad you're still around yes I had fun and no it wasnt with someone special tho my friend Claire would disagree! (sorry Claire!) We had a brill time and met some fantastic people who will be friends for life and that's the best thing you can bring home from any holiday dont you think?? I live in Port Glasgow - do you know it? People say its bad but its not bad it can be rough but everywheres like that nowadays.:( My cousin got stabbed last month for nothing just talking in the street but that doesnt mean its like that every day. When the sun is out its better as anywhere in the world. Thats why H&C are so important to me - they know how to conjore up the sun. Sorry - getting a bit weird its late. Going to bed now - Lisa (sleepyhed)xx

  Posted by H&C FAN (LISA) | Tuesday March 2010 @ 23:03

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