You see it every day. Carefully crafted messages from politicians and commercials for the next must have product that have been methodically assembled and tested on focus groups. Some companies hire consultants to specifically analyze the body language of the people who are delivering their advertising message; they are trained on what nonverbal cues will help consumers identify with their product. Lawyers run mock trials to rehearse exactly how to best present their cases. Think all of this has nothing to do with your music? You’re wrong. Whether or not you realize it, the way people perceive you, is their reality. If they don’t hear or see something to cause them to remember you then you have a lot of work to do to get their attention again. Even worse, if they see or hear something they don’t like then you have lost a potential fan. In the age of sound bites and tweets, you rarely get someone’s undivided attention for an extended amount of time. You have to be set up to make the greatest possible impact in the short time you have their attention.
A great example of perception clouding reality is poorly designed or unkept websites. When I Google a topic and decide to click on a URL that’s been returned, I generally take about a minute (if that) to scan the site, see if it looks like something I’m interested in and decide to look further. If my standards of a “good” website aren’t met, I go back to my search results because my reality was that particular website had nothing to offer me. The same theory applies to getting your music heard. You have to paint a picture; lead people to the conclusion that you are a relevant artist that has something to offer to their label, their show line up or their iPod. If you can’t do that it doesn’t matter how life changing or cutting edge your music is because no one will be pushing play. They’ve moved on. Think about what happens when a potential fan finds their way to your website. Does your music automatically start playing when the page loads? What image will they see first? You are creating someone’s first impression of you as an artist. Obviously you can’t control what their musical tastes are but you can make sure that the first thing seen on your page looks professional and isn’t a haphazardly put together flier for a show that was six months ago. Did you just get a great review? Have the page open to that review. Do you have a big show coming up? Make your schedule one of the first things someone sees when they come to your website.
Unfortunately, there is a lot of musical talent that will never be found (but that’s a different soapbox). For those of you who have done your homework and made your music searchable, there will be A&R guys who give your site a quick glance or stop by a show you happen to be playing for two songs, who don’t perceive there to be a talent worth taking to the next level. I realize that many Indie artists don’t want to get sucked into the mainstream marketing concept of creating “the right image” and that some musicians aren’t interested in the business side of music. That’s fine. However, it would behoove you to at least be cognizant of the realities that exist with regard to getting your music heard. I absolutely agree that you should be making music you love because you love to do it. That being said, let’s be real. What is the long term goal for all the hard work you put into recording a cd? Most likely it’s something along the lines of being able to make a living by selling your music, merchandise and show tickets. So how is that done? There’s no set formula, but job number one is to assist your audience in coming to the conclusion that they love your music. There is so much musical content available to consumers on a daily basis that it’s important that you make sure that any time someone finds your music it’s presented exactly the way you want it to be heard.
While the web does play a big part in most artists’ lives these days, it isn’t the only thing to be concerned with. The way you conduct yourself in public and onstage can make or break someone’s perception of you quicker than any amount of time spent looking at your website. If someone stops in at a bar you’re playing and happens to catch half of your show as you are having an off night, they may perceive you to be subpar or unpolished. However, valid of a reason you have for being “off”, that doesn’t change who you are now to that person unless they happen to catch another set one day. You could have the best show of your life the next week and someone else might think you are fantastic. Both people are right. They perceived you differently and thus have a different reality of who you are.
Each move you make as an artist could be the one thing that a potential fan, reviewer or label might see. If you approach everything you do with that in mind, then you will have a leg up on everyone who has yet to figure this out. Taking the time to help people perceive the reality that you would like them to will ultimately pay off.
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