The Reality of the Music Industry
BY BRONWEN NEL

I have worked in the music industry as a professional A&R manager, songwriter, engineer, producer, label owner, and studio manager for many years. In addition I own Radio Active Productions Publishing, a MAPPP-SETA fully accredited sound technology training institution. I was appointed as manageress of the RBF SABC Music Studio in the Eastern Cape five years ago, until the present. Many artists have sought advice from me on how to be able to survive in the music industry, and be successful to be able to earn money (enjoy a career) through their passion for music.

The following is my advice.

If you want to be successful in the music industry;
there are first four key things you need to understand,
and then four key people you need to work with:

WHAT YOU NEED TO UNDERSTAND.

1. YOU ARE A BUSINESS
– being creative doesn't disqualify you from being a business. In fact, you have the potential to generate a turnover annually, whether it be a few thousand rand or millions of rand.

2. MOST ARTISTS SHY AWAY FROM THE BUSINESS SIDE OF THE INDUSTRY
– whilst I completely understand that for the most part, creative people prefer spending time being, well creative, in order to be successful in the music business, you need to learn and understand at least the basic principles of the music industry, and grasp the basic concepts of business practice.

This is easily achieved through articles available on the Internet, and also through attending courses and workshops. Don't be afraid to ask questions. You also need to realize that success does not happen overnight, but is instead a process that takes considerable effort, time and for the most part monetary investment.

Talent is but a small part of the industry.

3. YOU NEED TO FORM A SOLID FOUNDATION
– spend a little more time building a solid foundation for your business to operate from, this will include a business plan, registering a company, researching your field, selecting a team to work with, researching your competitors, financial projections, networking for gigs and promotions on radio and television, attending music seminars and workshops.

So that when you are successful, you can enjoy the fullness of that success without having to waste valuable networking time and resources addressing problems.

4. YOU HAVE A LIMITED TIME SPAN FOR YOUR CAREER
– the average career lifespan is about 45 years.
You need to plan for income through your music in the turbulent and often unpredictable music business (this is simply because the market is consumer driven). Very few artists enjoy a 45 year music career.

You have to maximize every opportunity that presents itself, because the reality is that you may only enjoy a season of success (a few years maybe even a decade in the industry). You literally cannot afford to be lazy or 'half-hearted' about the business of your music. Approach the business side with as much enthusiasm and interest as the creative side of the industry, and you will be successful.

PEOPLE YOU NEED TO WORK WITH.

1. PERSONAL MANAGER
– as the single most important team player, your personal manager should be very
well connected and influential in the music industry, have a track record of success and generally;
Your personal manager is responsible for:

• Making business decisions (which label to sign with, publishing, etc)
• The creative process (which producers, photo shoots, image, which songs to record)
• Heading the team of agents, lawyers, and business managers – see points below
• Generally be a buffer between your personal life and public image

2. BUSINESS MANAGER
is a term to describe an accountant. Your accountant should be qualified and registered
with the appropriate financial boards; and is responsible for bills and wills, investments, retirement
plans, trusts, and anything to do with your financial income and expenditure.

3. LAWYERS
– simply, a good lawyer is there to structure business deals that are in your favour.

4. AGENTS
- are really required to book gigs. They deal with the manager and not the artist, so that the
manager and agent can best structure a deal for the artist that will be of most benefit to the artist.

Over the years spent in the music industry, there is one observation that stands out.
There is no lack of talent, only a lack of discipline.

If you approach your music career as a business using the guidelines above, you will be on the road to success in the industry. But be warned, it is not a journey for the faint hearted. Persevere. And persevere.

courtsey of bronwen nel of radio active productions publishing
www.rapponline.co.za