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Avoid Failure Simply By Speaking To Your Audience



Every artist has FOF- aka fear of failure. Whether you’ve been in the game for fifty years or just a beginner, it’s hard to bypass the fear. MusicThinkTank has one simple answer to avoid it all, and that’s talking. Read below to find out how this simple step can help you overcome failing.

“Firstly, the audience. The listeners. Those fans who both create the necessity, and fuel the perpetual motion of a label.

Secondly, the artists. Those who have signed over their creations for the label to (as many contracts will say) exploit them in the most relevant (or perhaps lucrative) way.

Thirdly, the label themselves. Those individuals or companies who are scouting out the music, selecting, curating and releasing the creations to the world.



First let’s look at it from the audience’s perspective.

The audience want music. Generally music that they enjoy in some way. They will also likely want this music to be affordable.

Some audience members will want other more specific things, like to support new talent, or to be challenged by the music. They may want exclusivity, or something more underground than others, but ultimately all of these things contribute to their enjoyment of the music, so let’s put enjoyable (however subjective that may be) music front and centre.

The artists will usually be keen for a few things. Primarily they’re looking to get their music out there, and for the result to be fair remuneration for their efforts. Exposure and money.

Some artists may want to be associated with the label or other label acts, some may not be looking for fame, but just a home for their output, and some may just feel compelled to release their music as a matter of discourse.

Ultimately the likely top spot for the artists is going to be an increased audience and some cash in their pocket (or bank account).

And lastly, what do the label want?

Like all businesses, generally profit is the top requirement, whether through desire or necessity to continue. However many labels will often (and quite rightly) cite more idealogical reasons, such as supporting new and emerging talent, building a community around a specific sound or supporting a locality in some way.

Some labels are born of a desire to spread the music, some to just facilitate the owner’s release schedule.

Labels may also side with the artist in looking for increased exposure or an association with a particular talent.

So what does that give us as our core ingredients of a good record label?

  • enjoyable music
  • affordable music
  • exposure for the music
  • far pay for artists
  • label profit

And also, likely:

  • a strong association or community of artists
  • support and exposure for releases
  • support for new and emerging talent

These are probably just the tip of the iceberg in terms of what you’re thinking of, whether you’re a listener, an artist or a label owner (or all three).

That said, are you prioritising the right things when it comes to labels? Are you putting your efforts into the right things?

First stop – my audience. I put an email out to our members asking them to fill in some questions, and was delighted to have a really strong response from people. I managed to collect some really amazing data, as well as lots of quotes and opinions on how the label was doing. All with the option of anonymity, so that people didn’t feel they had to say good things.

If I could recommend one thing to labels, it would be to encourage people to send you feedback, and ask them specific questions about what you’re doing – labels would be incredibly surprised at how much they might learn from those who are passionate about the label’s output.

Second stop, I managed to find a big group of people who were familiar with my own production, but had not come across the Cut record label (my artist email list) – again, I spoke to them. Specifically to those who had not heard about my label Cut.

Again, another set of incredible results, which have allowed me to see a much clearer picture of the record label from both the audience and the potential audience perspective.

The value of what I’ve been able to do is hard to measure at this stage of course, but there is nothing like getting feedback from the very people you’re trying to target. During the discussions, I was even fortunate enough to have some of the people sign up, once they found out about how it all worked.”

Check out the Original Web Here to read a more in-depth look at the matter.