In my dealings and conversations with successful artists, managers, labels, and other industry workers, it has become abundantly clear that increasing your chance of success can be done by embracing two very simple concepts: create great music, and develop great relationships.
Unfortunately, the second half of that equation is sometimes (mis)labeled as simply ‘who you know,’ which implies that an existing connection is required in order to succeed. Sure, having an uncle that works for a label, or having a friend from high school who is now the guitar tech for Coldplay can help, but that’s rare. Those who have succeeded have done so by working hard at developing, and maintaining, great relationships with those they work with.
Let's start 2012 off right with better business etiquette! Here are some tips for developing contacts with meaning:
Being on time: To me one of, if not thee most important thing is Honoring TIME. One of the common attributes of all successful people is that they view their time as a precious resource. When you are late for appointments with people who value their time, you will have wasted one of their most valuable assets and there is a good chance they will view you as rude, irresponsible and disrespectful. Is this how you want to brand yourself?
Not only should you make every effort to be on time for business-related appointments, but you should also do your utmost to be on time for personal commitments. Valuing your friend’s time and earning their respect is an important part of your individual reputation.
Keeping your word: You can really tarnish a relationship by saying you’re going to do something and then not come through. It’s better to just say no if you can’t do it. Don’t get a reputation for being a flake.
Talking bad about others: Communities can be small, especially music communities. Watch what you say and who you say it to. You could be saying something bad about someone to a friend of that person. You don’t have to make yourself look good by dumping on others, and it may ruin a potential business relationship without you even knowing it.
Be Proactive!: Successful artists actively seek connections with those in the industry, at workshops, conferences, events, shows, as well as on their own time via phone and email.
Stay in contact: The old saying, “Out of sight, out of mind”, holds true in the world of business. Don’t just interact with those who can help you when you need something. It can make you come off as an annoying opportunist. Drop and email or give a call, sometimes just to say hello. Find out what the other person is into, if they have a hobby, or do something for them without expecting something in return. Find alternative ways to make a personal connection. Doing this can create a rapport that goes well beyond just a business relationship.
Meet face to face: Sending emails or making phone calls to those people you want to connect with are fine if they’re half way around the world, but there’s still no replacement for meeting someone face to face and looking them in the eye. An email that starts with ‘Dear Sir, My name is..’ is FAR less likely to get a reply than ‘Hi John, My name is Joe and we met at…’ Industry people are out there, constantly. Find out where, meet them, and give them a reason to remember you.
Be social: The music industry is one where personality matters. A LOT. A manager of a major label artist once told me that the personality of an artist was “equally as important as the music.” Everyone in the industry wants to work with social, interesting people, so if you want to develop a relationship with someone you aspire to work with, get to know them on a personal level.
Be nice: This probably goes without saying, but just in case, it’s important to always be nice, friendly, and respectful. Our industry is small, and word spreads quickly, so if you’re a jerk to someone, people will find out. On that same note, don’t ever EVER badmouth someone to anyone else. If you have a negative opinion about someone, either keep it to yourself, or word it in a way that won’t burn a bridge.
Saying thank you: If there was an 8th deadly sin it would be ungratefulness. If someone does something for you, take time out to show that you appreciate it. You’re almost guaranteed not to get a second favor from a person if you don’t show your gratitude for the first one.
Build & Maintain: Just having someone ‘on file’ isn’t good enough. If you want to succeed, you have to turn those first meetings into relationships. Sending them an occasional update, a quick hello, or a relevant compliment on something they’ve done (IE, one of their artists gets nominated for an award) is a great way to keep in touch and keep yourself in the forefront of their minds.
Pay It Forward: At some point (probably earlier than you think), you’ll be in a position to help someone else in the industry out. It may even be someone who had helped you in the past. The industry as a whole can only thrive if everyone supports everyone else, so do your part and give back with your time and energy.
Treat the newbies with respect: I hate it when I see people mistreat those underneath them. I can’t tell you how many times some ambitious youngster that I helped out in the past created or connected me with an opportunity that was hugely beneficial. Your influence could be just the thing to spark the next mogul, and it can be a big pay back for you in the future.
Lastly, but absolutely most importantly….
Don’t forget your fans! All of the above advice on developing and maintaining relationships can and should be applied to them, through the use of online mediums, opportunities at live shows, and any other way possible.
Making connections is a big part of our industry. If you want to increase your chances of success, it’s important to turn those contacts into colleagues by developing relationships with everyone you meet.
