“So You Want a Career
in the Music Industry”- Part I
By Shirley A. Washington, JD MBA
When I participate in seminars, workshops or panels, the
one question consistently asked is “How do I get into the music business”?
For the aspiring artist, songwriter or producer the answer is usually record
a demo of your songs, shop it to a record label, music publishing or
production company and hope that someone will sign you. But for the many
other individuals interested in pursuing a career in the music industry
including, the high school student, college graduate or professional student
or the career changer, you will have to create your own personal career plan
to get into the industry.
One of the great things about this industry is the
diversity of behind the scene career choices you have available to you.
These positions include becoming a record company executive, booking or
talent agent, choreographer, concert promoter, fanzine or webzine publisher,
image consultant, midi specialist, music supervisor, music video producer,
street team marketer, radio disc jockey, record producer, sound engineer,
just to name a few.
In this two-part article, I will try to offer suggestions
on the various ways one can become involved in the “The Music Business”.
Notice I said the music business not the recording industry. That is because
the music business is a much broader term than the recording industry which
assumes that most revenue is generated from recordings. Well, we all know
the record companies are suffering because the revenue they once earned from
the sale of records is not the same. Today revenue is earned from a myriad
of sub-entities within the industry including publishing, live concerts,
mobile phones, video games, sponsorships, etc. now, there is a whole new way
of doing business in the music industry. One that demands an
entrepreneurship, doing- it-yourself (D-I-Y) or collaborative mindset.
First things first,
To figure out what options are open to you, you must be
truthful to yourself and determine where you are now in your career or
personal development. Are you an aspiring artist, producer, or songwriter? A
high school, college, graduate or professional student? A career changer?
Based upon your answer to this question the following options may be open to
you:
A. The High School
Student
There are a variety of ways high school students can become involved in the
music business even if you are less than the age required to obtain a work
permit.
1. Volunteer
and/or join music related organizations.
Volunteer to work on your high school paper and offer to
become the entertainment editor. Report on the various musical events that
occur in school and/or in the community. Write reviews of newly released cds
or bands you attend concerts to see or DVD releases you and your friends
purchase or view on TV or YouTube. Scout out new talent on web sites such as
MySpace or Facebook and report on them. Join the high school band orchestra
or form your own band. Here you can learn to read, write and play music,
which will be an invaluable tool if you decide to become a songwriter,
studio musician, or producer. A lot of singing groups and rock bands got
their start like this.
2. Part-Time Work.
As soon as you are able to obtain a work permit (age 14 in
most states) seek out part-time work in a record store or music related
retail store like a Sam Ash or Guitar Center. Work behind the cash register
or as a stock person or perform clerical work. Although a lot of retailers
will not hire students under the age of 16, if you are persistent and have
shown your commitment to being in the music business someone will recognize
that and eventually give you a chance. You can also volunteer your services
at first, this is a good way to get your foot in the door.
3.
Become a local disc jockey.
Becoming a DJ is probably one of the easiest ways to become involved in the
industry. If you have the talent and personality, are willing to learn the
art of mixing and scratching two records or CD’s together and you have the
equipment (turntable, mixing board and speakers or computer ), you can make
a fair amount of money being a local disc jockey and playing at music events
sponsored by family, friends and local organizations. Create some business
cards, let your friends know about your skills and get moving.
B. The College Student
As a college student you have many opportunities available to you to become
involved in the industry.
1. Volunteer Work.
Volunteer to work on your college or local newspapers as the student
entertainment editor. You can also work behind the scenes or become a disc
jockey , music supervisor or manager at your college radio station. Become
involved in the organization, e.g. the Student Activity Board or Office of
Student Services, that is responsible for bringing talent to campus. This
gives you the opportunity to reach out to those vendors of talent that cater
to the college market and begin to make invaluable contacts that could
potentially lead to an internship or a job.
2. College
Representative for a record company.
Record companies hire students to promote their artist to the local college
radio stations and to assist them in setting up promotional visits of their
artist to the college. These individuals called College Representatives are
usually given a certain territory to promote and distribute product by the
record company. The “College Rep” reports back to the record company the
response to particular artists at the college level. Record Companies know
that many new artists are first “broken” or introduced at the college level
because this market is often more receptive to new or alternative types of
music. Therefore, they hire college reps to promote their artist. Today,
students are also hired as Street Team marketers as well. Whether you are a
college rep or member of the street team you usually receive a lot of free
goods including t-shirts, hats, posters, stickers and CD’s to hand out
as promotional items in support of the artist the record label is trying to
promote. Competition for these positions is pretty fierce so it is best to
apply early in the school year or even the semester prior to when you want
to start.
3. Part-time work.
If your academic schedule permits and you want to earn money as well, you
can apply to work in your local record store or the retail stores with major
music departments. These include major bookstores with music departments
like Borders, Books and Music, Barnes and Noble, as well music equipment and
supply stores such as Sam Ash or Guitar Center or your local record store.
You can also work part-time in any one of the following: a recording studio,
rehearsal space studio, video or music production company, a personal
management company, booking agency or a publicity firm.
4. Internships.
Internships, paid or non-paid, are a great way to get your foot in the door
and earn college credit for the experience. These internships often lead to
part-time, summer, and full-time positions after college if you are able to
show your capabilities and how you will be an asset to the organization.
Starting early in the school year and being persistent is very important. As
coordinator of the internship program at NYU, where the demand for our
interns far exceed the supply of students , I’ve seen individuals who start
off answering the phones and filing or photocopying become mid-level
executives at record companies or start their own businesses upon
graduation. To obtain a record company internship go to the record companies
website and see if they offer internships or, if you have a contact that
works at a record company ask them to inquire for you. Submit the necessary
paperwork (resume, transcripts, letters of recommendation) and hopefully
you’ll hear from them.
5. Promote and/or
sponsor parties.
If you have access to a hall or party room and you can publicize the event
well, you can promote and sponsor parties for the college market and/or the
local community. Probably one of the most infamous entrepreneurs within the
entertainment industry today, P. Diddy or Sean Combs, started his career
this way while attending Howard University in Washington, DC. Now he owns a
record label (Bad Boy Entertainment), a fashion company (Sean John), two
restaurants (Justin’s), .
6. Start your own
record label, management or production company.
If you have a good ear for spotting talent and you can develop the talent
into a commercial product, have access to a home recording or professional
studio you can always start your own record label, management or production
company. Today, with technology being the way it is, it’s pretty easy to get
your artist product recorded. Your major upfront cost will be for
administration (staffing), marketing, manufacturing and distribution. But it
can be done. At Ramapo College the students in my Advanced Business of Music
Class each Spring for the last five years have released a compilation CD of
on campus college musicians and bands from the NY-NJ metropolitan area. The
total cost, including the CD release party, which was the major promotional
strategy used, was a little over $1,200.00. A lot of sweat equity and
teamwork was put into the project by the students. More importantly though,
each one of my students who want to be involved in the music industry have a
real example of product they can use to show to prospective employers or
internship sponsors.
7. Create and/ or
start in your own public access cable channel music show.
If you have cable television in your area you can create a public access
program geared toward the music industry. Mostly everyone in the United
States has access to cable television and one of the requirements your local
cable operator agreed to, in order to operate a cable station in your area,
was to offer the public the opportunity to broadcast cable programs of their
own creation, thus the term “public access”. .
8. Register for
courses on the music business and/or the entertainment industry.
While in college learn as much as you can about the business side of the
music industry while obtaining practical knowledge as well. For future
entrepreneurs, this is so important. Major in business or economics and
minor in music business management or music education. If your school
doesn’t offer courses in the music business see if you can take the courses
at another local college and still obtain credit for them. Check into
courses offered by local music organizations, continuing education divisions
of other colleges, as well as independent companies such as The Learning
Annex. Learn the business!!! Read each and every publication you can get
your hands on in the area of the music industry. Your college and local
library, the large chain bookstores and music retail stores have a good
selection of music industry related publications.
9. Start a Blog
Begin conversations about the music and or entertainment
industry from a variety of different people- musicians, recording artists,
songwriter’s, fans, etc. Eventually you will find a niche and then
concentrate on providing invaluable information to a particular segment.
Next thing you know you will be an expert, a trendsetter and people will
come to you for information on particular topic.
Shirley A. Washington
clefnotes@gmail.com
© Shirley A. Washington, 2008 revised |
