chapter2

The Music Gladitator Manual

A must read for any artist or label wanting to succeed in the music industry

2 PERCEPTION
“Let there be light: and there was light”

Perception in the Music Industry is the filtering of what the industry wants you to see and hear to suit their needs.
Much of this process is psychological and often unconscious. Remember the picture of the young woman who was
an older woman?

The fact is, the average person is bombarded with stimuli every day, which makes it hard to pay equal attention to
everything, so we pick and choose according to what we think will be best suited for our needs based on what we
remember.

Too often, our perception of how effortless other artists became successful is establish from how often we see their
music video on MTV or how many reviews or articles we read and hear regarding the artist.
You need to realize how “Perception is not always reality.” This is why some people believe if somebody shot them,
they could become a famous rapper, if they could rap. The problem with this viewpoint is there are rappers who
have survived being shot 8 to 9 times, and lived. And despite surviving this escapade the artist have not signed any
type of record deal. Not even from a local independent label.

There are others trying to succeed in this business with the misconception that having their CDs placed in retailer
like Wal-mart, Target or Best Buy will make their music career take off. However, the reality is you don’t break a
record in those places. You must start small.

Music industry hype is the blame for most of the misconception concerning the road to becoming a world champion
artist. After all, writing an article in relation to overnight success makes an excellent headline for a promotional
article, which spectators read,

because the average person likes reading things which are considered excellent feel good reading.
In fact, writings about an artist’s years of sweat and effort “also known as hard work” to receive the champion artist
status would only be good reading to a small amount of people who are in the music business.
This is why you should understand publicists receive funds to write and talk about how an artist is doing well instead
of an unknown artist failing. Success helps sell CDs and create cheering spectators who may become fans.
After all, the amount of consumers who buy music is much larger than those who create music to sell. The
consumers and spectators are the majority and the objective is to have this audience cheer and purchase your
music.
To understand the publicity concept overall, ask yourself this question. Have you heard or read anything about the
many artists failing as they try to achieve stardom, to those who have achieved celebrity status? Also ask yourself,
have you heard about the many music gladiators who have not appeared on television or did nor receive airplay on
your favorite radio station?

In other words, when was the last time you have seen or read an article about the unsuccessful artist in any of the
various magazines? And believe it or not, there are more artists and labels with failures than success stories.
What I want you to realize is in this business there are numerous artists who have spent years on their music
careers, and all they received for their pursuit of music delight is their hard times with plenty of CDs and/or an
instrument or two stashed somewhere.

This happens because of another thought process which most people entering into the music business never
realize. They fail to know when to say “it’s time to let it go” or acknowledge only a few music gladiators will rise to the
top.
To be successful you must not be a person who will give up, but you do need acknowledge when it is time to quit.
If you’re the type of person who continues to do the same thing repeatedly involving your career and expecting
something different to happen, think again.

You should also accept it’s not how great a song is or how good it sounds which will make an artist the next
superstar or independent label successful. Within the competitive music arena, every individual competing must
have endurance, stay focused, be a hard worker, have skills and posses enough knowledge of the industry
mechanisms to increase his or her chances of realizing success.

After all, there is no such thing as fairy dust which a person may blow from the palm of their hand as if whispering
some magical words and if by magic, their music career flourishes.
The music business is a competition where your song as an artist or your CD as a label could be better than any of
today’s Top 40 songs within its selected genre and distributed to every CD retail outlet in the world and never
realize a sale. This is something you need to realize upfront about the music business.

The truth is, if your product is great, without marketing and working with others to promote your song; the odds are
your CD will not get noticed beyond the realm of your family and friends.

Once again, just because you feel your music could make millions of people smile throughout the world doesn’t
mean its worthy and or anyone will pay attention to it.

Can success in the music industry happen? Yes, you can make it happen! If you are a person who has the
characteristics and motivation to be a true champion, you can make it happen. You would have to be someone
committed to giving his or her all to make it happen regardless and despite the obstacles you must overcome. This
will make the difference between winning and losing the competition in the music arena!.

And for those who believe the big major labels of the industry are swimming for their life in a shark infested ocean
because of the digital revolution, think again. The Internet is not killing them at all. In fact, it’s saving them. As for the
independent labels wishing for their demise, get over it and get to working. They are still the rulers of the empire.
In fact, have you even noticed the majority of ring tones being sold are from songs which have received airplay on
the radio?

Something else for you to think about in relation to the music business is: an organized independent label could sell
fifty thousand (50,000) units and make money.

A major label can still sell platinum and have your music heard by people throughout the world in a mater of days, if
not sooner.

Why?

Because they breath and live for the love of money. They are the headquarters’ for MISSION IMPOSSIBLE!
I'm still trying to figure out how albums are shipped platinum before being released to the radio stations!
Nonetheless, there are plenty of artists and bands who have never sold and never will sell a thousand CDs, though
it can and has been accomplished. And since it’s not happening as often as it can, something must be missing from
their marketing and promotional strategy about selling their product, besides having the desire to make it happen.
The main point is the major labels and the larger independents are responsible for their artists marketing campaign,
in addition to their artist’s involvement. And they do it well. Large labels have the people and money, in addition to
already having the necessary established connections.

However, you as an independent artist must promote your own CD as if your life was dependent on it. If you feel it’s
the smaller labels responsibility to promote you as if they were a major or large independent label, then why not go
to the major or large independent label.

My guarantee to you is they will not start jumping off the walls with excitement because you’re bringing them your
product which has not been heard with open arms.

You should realize how small labels are designed to make smaller profits. They are the steppingstones to the larger
labels. They are your artist development companies. In reality, you as an artist can start up your own independent
label.

My question would be can you handle the business and your artistic development at the same time? Because
“making a CD” is the easiest part of this business, leaving the hardest part of this business being the business itself!
Personally, I am always happier than flies on cow chips to see or hear how an artist is paid large sums of income to
support a high standard of living as an independent artist or label entrepreneur. It means they’re enjoying what they
do, as well as getting paid to doing it. However, there are thousands of artists earning no income and burning
themselves out, trying to make it happen. Some are waiting to get discovered by a major which may never happen,
while other artists are creating a better chance of realizing their dream by doing whatever it takes to make it happen.
The reality of it is… if you focus on making a decent living selling your own CDs without the assistance of a major
label, you can bet a label representative will knock on your door.

Majors and large independent labels are like heat seeking missiles. They can detect an artist or a small
independent label with the potential of being a music success throughout the world.

In other words, “IF YOU BUILD IT APPROPRIATELY, THEY WILL COME.” The word “they” represents either the
people who will be eager to buy your product or the labels who want your product.
Regardless of whom the word they represent; they will come. And as for the words “Build It Appropriately”, I’m talking
about your music career.

The following statement came from a Rapper known as The Game.

“Ain’t nobody gonna do for you what you could do for you. So get off your ass and make it happen!”
The Music Business Arena is a place for champions. Champions are aware of the real deal before they decide to
continue their journey into the music business arena. Champions are not influenced by propaganda.
They know the public dictates what a hit is and dictates who their next champion will be. For decades spectators
have embraced and purchased music and followed artists of their liking. This will not change!

What is changing is how consumers are buying their music. But they are still buying music.

For success in the music industry there are some rules and guidelines to follow, though inevitably there’s going to
be some exceptions. Unfortunately, even though these rules and guidelines exists, a majority of the artists and start
up labels will try to become the exception to the rules, by not observing and understanding why these rules and
guidelines are in place.

These are the same music business guidelines in your parent’s lifetime and will be in your children’s lifetime. The
rules do not change. They exist because it's human nature to reject the unfamiliar in the music industry.
Similarity is the foundation of acceptance in the music industry. This is why so many popular songs sound similar
and contain familiar elements. It’s a rule which is prevalent in every genre, and on every continent.
So what makes a great song?

Keep your song short. Keep the length of your songs down to a maximum of three to four minutes. When a song is
well written, it makes people want to hear it again, again, and again. But if your song last for 10 minutes, why should
anyone want to hear it again.

A potential hit should have a strong hook and memorable chorus. If no one knows what the title of your song is, how
can they request it after hearing it? And more significantly, how can someone purchase it or find the song on the
Internet to illegally download a copy of it?

It must also have a good melody and produced well. The lyrics don’t need to be philosophical, but people must be
able to relate.

Now you know some of the perceptions and the reality of the business, in addition to the rules of creating successful
songs as a music gladiator.

With a bit of luck you will be able to take advantage of the music arena by creating a great weapon or what you may
call an excellent song, which will increase your chances of success in your music endeavors. You can also ignore
them and continue to wonder why no one (other than your friends and family) likes your songs.
Reminder: “Insanity is doing the same thing repeatedly and expecting different results.”

Complements of JaHMa.net Written by; Kenneth Bosket

M.B.A.

It's the competitive
spirit of the artist,
team and/or
company, which
increases its odd
for success.

Not money!

Money is the
results of your
worth from actions
taken by you or
someone else for
you.