Music Industry Articles/Advice 

A record deal is not a "get rich quick" scheme

I realized something the other day.

A lot of artists think a record deal and getting signed is a get rich quick scheme.

Why?

Because for the vast majority of artists, they think it's like winning lotto. Something they can do really easily. Like "Oooh, I buy a lotto ticket and win millions the next day - without any real effort or work".

The truth is, record deals are anything but a "get rich quick" scheme.

In fact, they are quite the opposite.

They are the "work your butt off, get rich slowly" scheme.

I realized this as I talked to a friend of mine. She kept writing screenplays in the hopes that one she would sell one, "strike it rich" and not have to work her day job. And don't get me wrong; she worked really hard trying to achieve this goal.

However, after almost a decade of trying and trying and getting close, but nothing happening, she finally gave up. And you know what? She said, "I realized that I could just work hard at my day job and get a raise and promotion and make money that way".

Geez.

It doesn't work that way.

People that sell screenplays or that get signed to record deals often devote YEARS, if not a decade or more of their time, FULL-TIME to get to the point where someone buys one or is willing to invest money in their music career.

So writing a screenplay or making a CD - it's most definitely NOT a "get rich quick" scheme.

It will require more hard work and effort than you've ever put into your day job.

But I promise you - your worst day making and performing music will be absolutely better than your best day doing your 9-5 day job.

Unless you are AMAZINGLY talented and have STAR quality (and are EXTREMELY "lucky"), you're gonna have to really bust your ass for it. There is no other way of saying it.

Does luck happen?

Sure. I know an artist that wanted to move to LA. He had all these dreams and was all wet and squeaky behind the ears. I really tried to discourage him from moving here, saying instead "If you can build a fanbase where you are from, you'll get noticed, I swear". But he didn't listen. He moved here anyway. And you know what? He moved here, played every venue he could. And within a year or two, he joined a band. That artist got signed and had one of the biggest hit songs of 2007! So, it can happen. But it's not a "get rich quick" scheme. He worked really hard - harder in 1 year than I've seen most artists work in the 10 years they are here in LA.

---

An inspirational message - The future of the record business and a recap of 2007  -TOP-

Here are a couple of interesting articles about the future of the record business that I thought would be of interest to you.

http://www.nytimes.com/2007/09/02/magazine/02rubin.t.html?pagewanted=1&...

http://www.wired.com/entertainment/music/magazine/16-01/ff_byrne?currentPage=all#s

A lot has been written this year about the "death of the CD" the "death of the record business" and overall doom and gloom in music.

And while it's true that CD sales are down, what 20% this year? Most of the decline is hitting the major artists and major labels. Most everyone I know on the indie scene is having a banner year.

So, despite all the doom and gloom that's being written about, remember this. You are doing something that is so incredibly important. You are creating art. You are making music that affects people and you touch their lives through your lyrics, your melodies, your guitar riffs and drum beats and piano keys. Music is so incredibly important to the human spirit.

So no matter what all the journalists write (including myself), music will always be around. Everyone is just figuring out the new way artists will get paid.

Clearly, film and TV placement is huge. More unsigned and indie artists are being used then ever before. That's the good news.

The "bad" news (if you can even call it that) is that it's also more competitive than ever to get a song placed. You literally are competing with superstar artists for placements and against the thousands (if not hundreds of thousands) or millions of unsigned artists on myspace.

However, no matter how the industry changes and evolves, music will always be there.

Even if not one penny were made from music, I still believe it would be supported.

How do I know this?

Because people are attracted to the glitz and glamour of Hollywood. They want to be part of artists getting on the radio, getting on TV and getting backstage at concerts. Look, many artists don't make a lot of money (from their music or day job) yet they still keep at it - pouring every nickel, dime and penny they have into new gear and instruments and gas to get to the next gig. There will ALWAYS be rich uncles and parents and family members and friends who will help you out because they love you and your music and want to be part of "stardom" and also something they believe in. There will always be corporate sponsors willing to pay artists to endorse their line of guitars, microphones, keyboards, drums, etc. or wanting to reach your demographic to sell their soda, alcohol, clothing, cars or what have you. There will always be rich investors from hedge funds or rich people who have made their family fortune in everything from real estate to oil or plastics to medicine to finance (you name it) who are bored to death by their day job and want to invest in and be part of the glamour that is an artist getting up on stage, in the recording studio or on tour.

So, as we near the end of a crazy year we call 2007, I must be optimistic about the future of the music business. The record business? Not so sure. But the music business? Music will always be around and be supported.

How do I know?

I've met artists this year that have quit steady paying jobs to go out on their own and focus on their music career. I've met artists this year that have quit their really well paying day jobs because they didn't believe in what they were doing to earn a paycheck or were tired of the corporate grind, who are now living off their savings and playing small clubs and coffee houses. I know artists getting into debt to do what they love - which is play music. I know managers and indie record label folks who are scraping by but love and support their artists so much, they don't mind eating ramen noodles every night and giving up many things in their life (eating out, vacations, clothes) to do what they love every day.

So to all of you artists out there -- thank you for making music and doing what you do. I know sometimes it's not easy. I know that many of you struggle every day just to make enough money to get by...and then must support your art on top of that, write songs, market and promote your music, drive to and peform and your gigs, rehearse, work on your myspace and YouTube pages, etc. The list is long so for all that you do I thank you.

I also want to extend a special thank you to everyone else out there - all the record label folks, publishing guru's, managers, agents, publicists (am I forgetting anyone here?) -- anyone who works with artists and/or music on a daily basis -- and also anyone who works a full time job and then promote someone's music career in their "free" time. To all of you - THANK YOU!

And last, but certainly not least, a special thank you to all of you who have taken the time out of your busy schedules to email me kind and supportive emails over this past year. It really means so much to me. You would not believe sometimes the amount of b.s. I put up with from artists as I try to help them. I truly have a bleeding heart and do everything I can do to support indie artists while still being able to make a living here in LA and pay for silly things like rent, gas and food. It really does mean a lot when you take the time to say you enjoyed an article I wrote or appreciate what I am doing because I often deal with a rude, ungrateful, uneducated artists who make life very unpleasant at times. So thank you for the kind and encouraging words. I truly would not do this it if were not for you!

And to anyone that has been rude, ungrateful, unappreciative or generally a bad person this past year - I want to thank you because it's people like you that encourage to work harder every day - for artists that aren't you ;) Please unsubscribe from this list.

Thank you again for reading and I wish you all the best for 2008!

---

Artists -- Never give up, beware of the company you keep and be careful whose  -TOP- advice you listen to!

Yes, this email is about the music business. I promise!

One of the most important things I've learned lately is this:

Be very careful of the company you keep
and
Be careful whose advice you take

I think I read this in 'Rich Dad Poor Dad' (a great book, if you haven't read it already, I'd highly recommend it).

Anyhow, it really got me thinking.

There are so many negative people in the world. And while I've been known to rant a good bit to get my frustrations out (as an artist, you can probably relate!), I think there are a tremendous number of people out there that can be downright toxic to hang out with (and by "toxic" I don't mean people like Amy Winehouse or Britney Spears or Lindsay Lohan ;)

Jealousy.

It's one of the unpleasant sides of human nature.

We've all felt it though, right?

Even some of my closest friends have felt jealous. I can hear the twinge of jealousy in their voices because I am self-employed and they have to go to their "day job" every day. Mostly my friends are encouraging, or I wouldn't keep them in my life. Some friends are 100% supportive. They have told me "don't give up" and "keep going" when I've had days, weeks, or months when I felt like things weren't going well and wanted to throw in the towel. When I've felt like I wasn't making enough progress with my career.

But then there are all the "naysayers". And there are PLENTY of them. In my experience, friends are usually pretty supportive. However, a lot of artists out there aren't. Are you friends with these toxic people?

If your friends are dragging you down, telling you "you'll never make it" - either 1) they are absolutely right and you should listen to them (hmmm, are you friends with Clive Davis? If so, maybe you should listen) or 2) you should tell them to stop with their negativity. And if they can't support your dreams and goals in life, maybe it's time to drop them and get new friends.

I've actually found that a lot of other artists, other songwriters and musicians, can be some of the worst culprits of negativity. Anyone that tells you "you'll never succeed" is probably someone who has tried making a career from music and failed. In fact, most people that say "you can't" are people who have tried that thing (whatever it may be in life) and failed. So are these the type of people you want to listen to?

Surround yourself with happy, positive people who believe in you. Because, believe me, if you're in this for the long haul, whether it's getting a record deal or just making money from your music "hobby", the only way you are going to succeed is if you keep trying and NEVER GIVE UP. NEVER GIVE UP! NEVER EVER!

I almost made a huge mistake about a year ago. I listened to someone at a major TV company tell me how so many people they knew, so many publishers, had gotten completely out of the business. And it got me thinking. "Wow, what am I, an idiot? People are dropping like flies and getting OUT of the music business and I'm charging ahead, full steam? Maybe I should get out too!" And you know what? I almost did. I almost gave up. I began to second guess myself. And that, in the music business, and life, is the ultimate kiss of death!

Luckily, I didn't listen to that person. I didn't listen to that negativity. I almost threw away a decade's worth of work just because of one person and their commentary, their observation. They didn't tell me to "get out" of the music business...but I started to question myself and that was almost the beginning of the end.

Now it's a year later and you know what? I've never had to work harder. As people in the music business are saying right now, it's THREE TIMES THE WORK FOR LESS PAY. Yup. I'm crazy to be doing three times the amount of work for less pay, right? So I'm overwhelmed with emails and phone calls and it's harder than ever to make money in this business. But you know what? In the past 2 weeks alone, I've been contacted by 3 record companies and one publishing company - all who want to work with me and help them get their songs placed in film and TV. And one of them is a MAJOR player with several multi-platinum acts on its roster.

Now what if I'd given up a year ago? Would these people be contacting me?

I think not!

So, my advice to you today is, never give up! At some point, you will hit critical mass. The "tipping point" if you will. And you'll be glad then that you didn't give up!

Make sure you're surrounded by good people. Positive people. People who believe in you and support you NO MATTER WHAT. So what if you're 50 years old and think you're going to be the next "American Idol". Look at Paula Abdul! Anything is possible!

---

The importance of your album artwork & photos & ....Responses to "Paying Your Dues in the Music Business"  -TOP-

Hope you are all doing well!

The topic of this email is album artwork.

I think one of the biggest mistakes indie artists make is not having a good CD cover and good CD artwork.

Go cruise amazon.com or itunes or your local music store (if you have one). Look at the CD covers.

Marketing is so important when it comes to your music and artwork is key.

A good album cover will help you sell more records.

A bad album cover will hurt your sales.

A real photograph of you is usually the best album cover in a lot of cases.

Studies show that people respond to and notice real photos most in print advertising.

That's why every pop star from John Mayer to Britney Spears to Mariah Carey puts their mug shot on the cover. If you make pop or contemporary music, a real photograph is almost always the best way to go.

Sure, there are many exceptions. A hit record with hit songs can have bad artwork and still sell. But why tempt fate?

If you're good looking, a great photo of yourself (and your band) will help sell records.

Admit it - you've picked up a CD before because you thought the girl or guy on the cover was good looking, right?

Pet peeves of mine - do not put a photo of your kid, dog, etc. on your album cover. Your album cover needs to be professional.

Before going to press, make several album cover options. Show them to all your fans - put them on your web site or myspace page and ask your FANS for feedback (not your family and friends as they may think a picture of your baby and puppy on the cover is "cute") and they aren't the ones ultimately buying the bulk of your music - your fans are!

Spend the money to get some professional photos taken for the front, back and inside of your CD. You can also use these photos for your web site. You can easily find a good photographer in almost any neighborhood or city in the U.S. Hit up your local classified ads - Craigslist or your local art school. You can most likely get some amazing photos for a few hundred dollars. If you're in LA or NYC, etc. you'll have even more options! If you're lucky, maybe a friend of someone you know is a great photographer! But go with someone whose work you've seen and really like. There are plenty of great photographers out there but if all they've shot is nature and you need "rock band" shots they may not be your best bet. Go with someone that has experience shooting artists and bands, not models, actors, babies, pets, etc.

I'm available to consult on your album artwork and image - email me for details! info@truetalentmgmt.com

Below are some comments from you re: the email that went out a few weeks ago on "paying your dues in the music business". It's all about persistence and patience! So hang in there!

Now get back to wrapping presents and drinking egg nog ;)

---

The "American Idol" syndrome, the importance of confidence, etc.  -TOP-

I watch "American Idol".

Not because I particularly like the show.

But to keep a pulse on what's going on with America and the music industry.

Lately, as I talk to my colleagues in the music business, they've tossed around the term "The American Idol Effect" or "American Idol Syndrome."

"What's this?" you ask. "A disease that the contestants get?"

No, it's not a disease.

Well, actually, maybe it is.

It's the term people in the music business use to describe the effect "American Idol" is having on up and coming artists, singers, musicians and bands all around the country (and the world).

Believe me, the music business has already perpetuated the biggest myth out there - that musicians just show up in Hollywood, are virtually "unknown" one day, and then magically turn huge superstars, selling millions of records the next day.

LIES. LIES. LIES.

Now, while it's true that record companies can make an unknown face into a "star" after signing them, the real truth behind it is that anyone that becomes "successful" and a household name, has worked for YEARS to get to that point where a label will sign them; maybe even a decade or two! Yes, even teen stars started out sometimes at the age of 2, going on auditions, getting in TV commercials, doing community theater, entering local talent contests, performing at country fairs and local malls - anything they could to get their music out there! John Mayer toured for a long time, selling CDs out of his van, before he got signed to an indie label and publishing deal. He was driven, talented and full of ambition. That's why he got signed. I know this because I know the A&R person that signed him!

But the reality is this.

"American Idol" is so completely unrealistic because for 99.99999% of artists out there, your success will not come this way.

Success in the music business....

It's not about auditioning for a TV show and then selling millions of records the next year (see Kelly Clarkson and Carrie Underwood as examples of this "Cinderella story").

In fact, I know for a fact that other "reality" talent shows are rigged...where the contestants have previously been signed to major labels or were "planted" in the show...so while I do believe someone like Taylor Hicks or Clay Aiken might literally have been "no one" and were then "discovered" and plucked from utter obscurity by AI, I have a hard time believing artists with voices (and looks) like Kelly Clarkson and Carrie Underwood were just sitting around on their behind, auditioned for "American Idol" one day, and then became huge stars. And even if they did, it doesn't work that way for 99.99999% of artists out there.

Most artists have worked hard. Very hard. Very, very hard. Extremely hard to get to where they are today. Look at what masters of marketing and promotion Kanye West and P. Diddy are! Whether artists developed on TV, or by slogging it out on the road, most artists have spent a good portion of their lives to get to where they are today - and many started as kids, teenagers or while in still in high school or college.

American Idol and "American Idol syndrome" breed a lot of lazy artists, in my opinion. Because it's completely unrealistic to think that the music business, or life in general, works this way.

You don't just go on a few auditions and sing a few karaoke songs and then become a huge superstar.

It's more like the Olympics. Where only those with amazing talent and an amazing work ethic make it to the Olympics.

It's the same with artists who get signed to major labels.

It takes years and years and years of practice and hard work (and some luck thrown in there for good measure) but it's work, work, work mixed up with an incredible amount of persistence, sprinkled with talent and stirred in with some natural things to boot (like an amazing voice, or "model" good looks). If anything, that is the "formula" or "secret" to success. Not American Idol.

but....

***

On the same topic of "American Idol" I do think it's a good show for artists to watch because of the tidbits of information you'll pick up from the show.

Like last week's theme -- confidence.

You can tell - some singers just get up on stage and look and sound amazing.

Some don't sound that great - but their presence and their confidence and their personality make up for their lack of talent.

Some artists are born with confidence. Others acquire it through playing hundreds of live shows. But whatever you do, figure out way to be confident. Confident up on stage. Confident when you go into meetings. Not too cocky but again, cocky will probably get you further that being insecure and self-deprecating, especially if you're trying to get signed to a label - big or small. Labels sign artists that are confident and HUNGRY. Artists that want to make it more than anything in life.

Why is confidence important?

Because if you believe in yourself, so will others.

You may have to fake it at first. Try "acting" confident if you need to. Wear clothes on and off stage that make you feel good and secure. Go for it! Also, taking some acting lessons or improv comedy lessons might give you the extra boost of confidence you need up there on stage.

Food for thought!

---

Inspiration For The New Year  -TOP-

(This is a long one, folks - but well worth reading!)

When you hear the legendary manager (and artist) Peter Asher say "It's harder than EVER to break a band" it almost gives you a sense of relief, doesn't it? (Well, it does for me.)

Why? Because it's not easy out there. For anyone.

Take that from someone who started out as head of A&R for the Beatles' label, Apple Records.

Asher goes on to say "You can't rely on radio or a label right now. And as a manager, you have to have an act you can't live without.

Advice for artists? "It's hard right now. You just have to go out there and win over one fan at a time."

Andy Gould's famous line is "Never work harder than your act. They should want it more than anyone." He talks about how he sees young managers busting their butt for a client and the band just doesn't really care. It also surprised me to discover that someone like Rob Zombie calls his manager 7-8 times a day and despite his rather rough image, is incredibly professional - doesn't drink, take drugs, etc. He is an incredibly driven and serious businessman.

Anyhow, here are some gems of inspiration, and general advice, that I've come up with to kick off 2006.

1. Believe in yourself

Imogen Heap mortgaged her flat to promote her music. And it paid off.

So, sometimes you really do have to do it yourself, and REALLY believe in yourself, to make things happen.

She put her own money behind her. Do you believe in yourself enough to do that? If not, there probably is something wrong. After all, if you don't believe in yourself, how can you expect anyone else (a manager, a label, an agent) to put their time and money and resources into you if you don't do it for yourself?

Now, please don't run out there and mortgage your house after reading this. The sentiment is what's important.

After all, every label turned down the Beatles. Yes, the Beatles. Arguably the most important and influential band of all time. So, don't EVER feel sorry for yourself. If the Beatles were rejected, well, in my opinion, that just proves that people (especially labels) don't know what they're talking about.

2. Make great music

Pretty much self explanatory. Always push the boundaries of your creativity. Write and rewrite songs. Rewrite lyrics that are trite, and change words that will make your song better. Co-write with your band or other songwriters. Challenge yourself and make yourself better.

I see so many indie rock acts succeeding because they are doing something different; something fun and original. Break out of your mold if you've been writing the exact same type of song....i.e. the same ballad or rock tune. Experiment. Try something new. If the song sucks, you can always toss it. Try something unique and original. So many acts have become popular because they did something refreshing and "out of the box". If I had a nickel for every time a person asked me for something like the White Stripes....

3. Learn to live with rejection

I also read a great interview with a famous manager who said "If you can't take rejection, don't get into the music business. Don't even make music."

Wow, that's pretty harsh.

Or is it?

As an artist, you're going to get turned down time and time again. Maybe by a club booker. Maybe by a promoter. Maybe by a manager or agent or label or music supervisor.

The key is to not take it personally.

When Green Day was starting out, Billy Joe Armstrong talks about how hard it was for them to simply book one show. Just one show. And I'm betting you're quite past that point. Just remember. Everyone had to start somewhere and even superstar acts were once in your shoes.

I have to say, I'm amazed and inspired by how professional so many of you on my list are. I may say a song isn't right for a project, or the vocals are off key, and I'm rarely met with much resistance. To take constructive criticism well is not easy on the ego. So give yourself a pat on the back. It's not easy to get turned down time and time again and keep going. But if you believe in yourself, and believe in your music, it's all worthwhile. And one day, that "no" will turn into a "yes".

Of course, you should also remind yourself that if someone doesn't like your music, that doesn't mean you should take it personally. While your music may be a large part of who you are (or sometimes feel like ALL of who you are), you must learn to separate the rejection of your music, with the rejection of you as a person. They are two completely different things. I reject songs all the time. Not because I don't like them but because they just don't fit the needs of the particular project I'm working on.

But, what if you send out 100 CDs and don't get one single response? Or make a 100 phone calls and don't get any interest? Then, you have to ask yourself if you're doing something wrong. Maybe your songs need more work. Maybe you need to take vocal lessons. Maybe you need to try a different approach. Because if something isn't working, you need to try something else. But if you're getting positive feedback - from a manager, a label, a fan, anyone besides your friends and family, then you're probably on the right track and just need to keep at it!

4. The time for indies and self releases is now

Spin magazine recently listed their top 40 albums of the year. Half of the albums were released on indie labels and two were completely self-released - without any label whatsoever!

And, of the remaining 20 "major label acts," at least half of them were through imprints or divisions of major labels. I saw very few major label artists and bands on that list.

The music business may have never been in such a crisis before but then again, there has never been a more amazing time for artists to make their own careers, on their own terms, without relying on a major label who will rarely have their best interest at heart.

5. Sometimes things have to get worse before they get better

I recently had a good conversation with a manager friend of mine. We were both talking about how frustrated we've become with the inability of major labels to recognize (let alone sign) great talent. It used to be that major labels weren't developing the talent they signed. Now they just aren't signing much period. And we've both licensed a million songs and gotten our bands amazing airplay on major radio stations around the country. Yet it still hasn't been enough to "break" a band. So, what do we do? Give up?

I say, try harder.

CD sales are down. The touring business is going through problems as well (a lack of future "stadium" acts and rising ticket prices). And everyone knows that commercial radio sucks.

But, on the bright side, there are great resources out there. iTunes. Satellite radio. Public radio stations and in Los Angeles, stations like Indie 103. Then there are podcasts. And blogs. MySpace and the Internet. Take advantage of all the great inventions that are out there. People will always love and support music.

The music business is going through some tough times right now. But yet iPods are selling at record numbers. People are still thirsty for great music.

The future of making money from CD sales? That I don't know. CD sales are declining so rapidly that everyone seems to be looking to get out of the music business these days. Jumping ship as the Titanic sinks.

Will it all go digital? Will the CD go the way of the 8 track or cassette or LP? Probably. But no one knows what's going to happen.

Will there one day be T-Mobile or Starbucks or "Banana Republic" Records? Maybe. Or will the future label share in an artist's merchandise, touring, publishing and digital music sales? (Or will everyone give up making music to stay home and play videogames? Just kidding.)

Whatever the future may bring, just know that things will eventually get better. And great music will always find an audience, fans and support. It just may take a radical new approach. And you may have to work harder than you ever have before to get out there and get exposure for your music. No one said this is an "easy" business.

6. Don't give up

I can't drive this point home enough. Sure, if you rather work a 9-5 job then do that. I hope you have a job you love. But for me, this is the only thing I'm good at and the only thing in life that I enjoy. I have no choice but to be successful. I refuse to give up. It's just part of my personality - that never ending drive. And some people have it and some don't.

And if you do have a day job, that's great. There is a lot to be said for stability and being able to pay your rent or mortgage each month. Music is not an easy industry to make money in. In fact, it's probably one of the most difficult, right behind acting and writing screenplays I'd say. If you want an "easy" life, it would be far easier (in my opinion) to go to medical school or become a lawyer. Because after a certain number of years of education, you have a specific skill and can get a job.

In music, there is no direct correlation between education (or even work) and results. It's art, and sometimes the music connects with people, sometimes it doesn't. And when it does, it's still never easy.

Just know that music doesn't have to be your full-time gig. You can still pursue it as a hobby, play shows because you love to, not because you need the money to survive. And with the pressure off, sometimes that makes the music even better! No one says you have to strive to be on MTV.

For others, doing music part-time isn't an option. If you really want to make it in the business and have your band break through, you can't do it half ass. You just can't.

Watch VH1's "Behind the Music". I guarantee you, there is not one single artist or band out there who said, "I don't care if I make it or not" and went on to become a multi-platinum act.

Madonna is a perfect example. She'll be the first to admit that she isn't the best singer, she isn't the best dancer, she isn't the best anything really. She became successful because she had an incredible amount of drive and determination. And yes, some talent factors in there but the drive, the willingness to go the distance, no matter what obstacles are put before you, that is what makes someone a winner. "Winners never quit and quitters never win." Trite but true. And the harder you work, the more "luck" you create for yourself.

So if you're the type of person who'll venture to a new city with just spare change in your pocket, well, maybe you picked the right business after all.

7. Have an image

In PR there is the expression, "There is no such thing as bad press."

Along those lines, I would argue that it's better to have some image, even if it's a bad image, than no image at all.

Every successful artist or band has an image. Some are contrived, some are their own. But they all exist.

Compare photos of U2 to Green Day to Coldplay to Weezer to Carrie Underwood to Metallica to Jewel to Shania Twain to 50 Cent to My Chemical Romance.

Anyone can get up there and play a show in jeans and t-shirt. But that's really the equivalent of eating meatloaf every night for dinner. It's boring! And who wants that? After all, if you went to see your favorite artist perform and they were wearing exactly what you were wearing, wouldn't that be boring?

As a performer, your goal is to connect with your audience. And tap into something special.

Watch old concert footage of Bowie and wow - what amazing costumes and hair he had! Not to mention his stage persona.

Tap into something special. That's why Christian groups have such a huge, devoted following. They've tapped into that one thing they have in common with their fans - God and religion.

It's why artists like Morrissey, The Cure and Depeche Mode had so many fans in the 80s - and still have a following today. They had songs, and an image, that kids could relate to. Feeling isolated or lonely. Being the outcast. And who hasn't felt that way at one time or another? There are entire cultures that revolve around music like this and today's examples are bands like My Chemical Romance. The goth image works.

And sure, you remember high school when you could almost figure out which kid in which clique liked which band. In my high school, for example, the smokers out back who wore all black, leather and chains liked punk rock like the Clash and Sex Pistols. Surprise surprise. And the stoners liked the Grateful Dead and Phish. And the "popular" kids liked U2. (Well, everyone liked U2...)

Whatever it may be, know that record companies hire stylists and TEAMS of fashion experts to remake and market their artists (hair, make-up, clothes). Labels are EXPERTS at marketing their artists. In making the general public believe that stars are born and not made. My God, I've worked at labels and heard the head of RADIO PROMOTION (?) lamenting over the artist's shoes. Yes, the radio promotion guy caring about the artist's SHOES! So, if major labels are overthinking a band's image, you probably aren't thinking about it enough.

And if you're not into style and fashion (I certainly am not), find someone who is. Your wife, sister, next door neighbor or best friend. Have them take you shopping.

Image, in my opinion, should just be an exaggerated version of yourself. There is a reason why most artists wear "stage clothes" and are extremely confident on stage; then off stage, can be humble and shy.

Have you ever found the perfect jacket or shirt that makes you feel great? So great that you walk around all day with your head held high, saying to yourself "I feel good?" Of course you do. Well, find that item, wear it on stage and project confidence and an image that your fans can relate to.

Everyone has their signature item. Look at Bono and his sunglasses. Or the number of artists that use hats as part of their image - Elton John, Fall Out Boy, Gavin DeGraw, to name just a few. Don't even get me started on make-up and outfits used by artists like Marilyn Manson and Kiss.

Eyeliner? Just about every punk rock band. Look at the Killers and their image.

Suits? Look at the Beatles, The Click Five, The Killers, etc.

I remember having a conversation with someone who worked with John Mayer when he was starting out. And I said, "but John Mayer doesn't have an image. He just wears jeans and looks like your average J Crew / college guy." The reply was "those are $200 jeans and that image is VERY carefully put together and thought out." So, if even John flipping Mayer has an IMAGE that is "put together" or contrived (look at him), then my God, so should you!

8. Make your live show AMAZING

Here are some tips for great live shows. Watch others bands. Go to concerts. Huge acts and smaller, indie bands. Take notes. What worked? What didn't? When did the audience lose interest? How could those bands have done a better job?

When you are starting out, you don't have the benefit of just playing through a set list of hit song after hit song after hit song. You don't have the amazing lights, pyrotechnics, bells and whistles that accompany an arena show - the way U2 or Green Day does. So, you better make sure your show is AMAZING.

Engage the crowd. Talk to them. Let your personality and charisma shine through. Be fun, lively, honest. Tell them an embarrassing or funny story.

Think of it this way. TV is a passive medium. It can be entertaining if the show is AMAZING. But video games are interactive. Do you want your live show to be like a TV sitcom? Sorta entertaining but lacking any real originality or interactivity? Or do you want your live show to be like your favorite video game? Where you interact with the other side?

If you're always behind your guitar, put it down for one song (or a few) and just sing to the audience. Move around the stage. Better yet, run around the stage. Jump. Jump into the crowd.

If you're in a rock band (especially a guitarist), you better be jumping up and down, and running around the stage, bouncing off walls. You should come off stage at the end of every show dripping with sweat. If not, you're doing something wrong and you're probably not entertaining your audience.

And if you're a singer/songwriter, you better be the most funny, engaging and entertaining storyteller out there. Don't just play song after song. Open up. Let your great personality shine through. Let your audience get to know you. Then you'll really connect -- and sell some CDs too!

I know, you want to squeeze in as many of your songs into your short set time as possible. But believe me, you'd be better off playing one less song and using that time between every song to talk to the crowd and engage them.

A friend recently took me to see Jewel. Now, she's not my favorite performer (although I appreciate her voice and talent) but I went to the show despite the fact that I'm not a Jewel "fan". Why? She is the most entertaining performer. She'll launch into a 20 minute story about how she was in Mexico with the feds and they were on a drug bust when she wrote "You Were Meant For Me" and it's just fascinating. Chalk that up to years and years and years of touring with just her and a guitar. She was incredibly entertaining and engaging. I almost forgot she had to sing some songs between her stories!

As a performer, whether you're the singer, drummer, bass player or lead guitarist, I don't care, your # 1 job is to entertain the crowd. Remember, people pay money to come to a concert (yours or anyone else's) to be ENTERTAINED, not just hear you sing your songs. When you reach stadiums, you can just stand there in front of the pretty lights and play your guitar or keyboards and not move around too much (and most huge stars don't just stand there, now do they?) But you aren't there yet. If you're on stage, you are a form of entertainment, like it or not. And people can spend their money SO many different ways now - on iPods, movies, eating out, video games, at amusement parks, going to other concerts, museums, watching TV (ok, that's free but I think you get the point....) If you want people to pay and come see you live (and keep coming back), you better give them a reason to!

I know of one popular artist who has his whole routine and banter down. If the show isn't going well, he'll launch into that funny story about his dog. Every time. Same exact story. Told the same exact way. And guess what? It works. Every time. Comedians use the same jokes and routine for YEARS. Why? Because they work. There is a reason why actors practice in front of a mirror. And a reason why sometimes you need to rehearse and find out what stories work and what stories bomb. And use the ones that work.

Videotape every live show you do. Watch every one. It may be uncomfortable at first, but it's the only way you're going to get any better. Be objective. Pretend you're in the audience at this show. Would you be bored? Or blown away?

Every "major label" artist I've ever seen in concert, especially close up, seems to have the ability to look out into the audience and make me feel like they are looking directly at me. (Ok, so maybe not if I'm in the nose-bleed seats at the Staples Center but I digress.) I'm not sure what the trick to that is but don't be afraid to look directly into the crowd. If you're shy, a performer once told me a trick - look at the top of people's heads in the crowd - it will look like you're looking at them when you're not! Looking right at your fans at smaller shows might be intimidating at first, but try it. They won't bite. Don't stare at people. But don't be afraid to look directly into people's eyes. Music is more than just the words and music. It's about emotion and connecting with people. If you can do that, you're golden.

Want to be a great live performer? Watch Queen's Freddie Mercury. Mercury's command of the stage and confidence is amazing. In fact, watch any of your favorite artists perform in concert or on DVD. You should be able to turn off the sound and still be entertained. Can you say that about your live show? If not, you have work to do.

I once asked the engineer at a showcasing venue here in LA what she noticed about bands that came in and got record deals vs. those that didn't. She replied "confidence". If they were cocky, if they believed in themselves, so did the label. And they were signed. If the act was not confident, the label had doubts and didn't sign them.

Now, this doesn't mean you have to develop a huge ego tomorrow to get signed or become more successful. "Fake it til you make it." Just project confidence, even if you have to act a bit at first.

I, for one, have never been fond of getting up in front of large crowds. But, I once had a job that forced me to do that. And after a few times, I got better and better at it. And sure, I may still get nervous in front of crowds. But the more times you do it, the easier it becomes and the better you'll get.

Another successful record producer once told me the great performers he knew had the ability to separate their stage persona from their real self. Hence, the stage clothes. The minute you step on that stage, you might need to become a different person. The way an actor steps into a role when they are on a movie set.

After all, you wouldn't go audition for the part of John Lennon in your street clothes, would you? You'd dress the part! Then "pretending" or acting the part of Lennon would be a hell of a lot easier, wouldn't it?

9. Have fun...but remember that it's the MUSIC BUSINESS and hard work

Nothing makes for a better show or better music than a relaxed atmosphere. And while I may say "work work work" harder than you ever have before, it's also important to have fun. On stage. In the studio. When you're writing songs.

After all, that's why you got into the business, right? To play shows, to be creative. Maybe even to have groupies and have a good time!

So, take it all seriously. It is the music BUSINESS after all.

But if it ever stops being fun, you should stop immediately. Life is too short to do something you don't enjoy.

Just remember, to succeed, it's going to take A LOT of hard work. More work than you ever put into high school, college or any job you've ever had. Why? Because everyone wants to make their living making music. It's the best job in the world. And you have to work harder than everyone else out there doing this and hard enough to get better than everyone else. And become the shrewdest business person as well as the most talented songwriter and most engaging performer. It may not always be easy...but it beats working at the Gap, doesn't it?

10. Be nice to everyone / karma

This is a very small community. It amazes me that the same A&R executives I was calling and inviting out to shows a few years ago are now asking me to pitch their bands or client's music or are now looking for a job.

It reminds me of a story I read in the Los Angeles Times. This man found a mouse in his house and promptly decided to "teach it a lesson" and threw it into a pile of burning leaves. Animal rights activists notwithstanding, the mouse (now on fire), promptly ran back into the house and burned it down. A sad story but if that isn't the most perfect example of karma and "what goes around, comes around" I don't know what is.

I always return every phone call and try to respond to every email I'm sent. Because, you never know. My first intern is now working at a successful indie label. One day he may be running Universal Music Group and may hire ME to work for HIM. And that happens all the time. In the music business, and life in general.

So, ALWAYS be professional, always be nice, never screw anyone over. Never burn bridges. Believe me, it will come back to haunt you tenfold if you do.

An artist once did a number on me. I ran into one of his bandmates years later and asked him "Hey, what's Kevin up to?" His reply was "er, nothing". He had given up on music and was doing something else entirely. Maybe if he'd been a little nicer....

11. Know that there is no "short cut" or formula for being successful

If there was, everyone would be a millionaire and on MTV.

Believe me, I've read hundreds of music magazines and books, and have talked with some of the greatest managers and biggest music attorneys out there. No one KNOWS how to make someone a star. Even the major labels. Because it's different every time. And labels are wrong about 95% of the time as most of their acts do not become the next U2 or the Beatles. So, if you're ever frustrated, know that you're not alone. Don't become jaded! Channel that frustration into energy and make yourself get out there and work harder.