It is important to observe what others do in order to learn what works or not. Usually, independent artists – also known as "indie" – make five major mistakes that may be detrimental to their career.
The 4 Dangers of a Self Released Album is an excellent article written by M. Frascogna. It states a sad but obvious truth: North American independent artists need to change their approach and work on their marketing and promotional skills. And usually, that change of approach has to start locally.
Mistake #1: Undervaluing one’s product
In Canada and the United States, it is common to emulate what big stores like Futureshop offer customers in terms of special offers. While these can be a good thing, they do not really work. People like good deals, but they have to be reasonable. If you sell your CD or book for $5 for a limited time and then want to mark it up to its regular price (let’s say $12.99), you may end up selling nothing afterwards.
So, do not undervalue your creations. You want to be taken seriously for your hard work and dedication to your art. Instead of lowering your prices, give away something with your product.
Mistake #2: Media hype before checking product
Some independent artists are really talented. However, talent only counts for 20%. If you want to be taken seriously in the long run, you must offer quality products.
A while ago, an indie on Facebook released their album and promoted it heavily. They were invited to many radio shows as a guest – on Blog Talk Radio, in particular – and their tracks played on many Internet radio stations. The album received good reviews. However, some people mentioned a problem with the listing on the sleeve. Finally, after a few months, the artist realized the problem and informed everybody of the issue. While it is not a big mistake, some might consider it a red card in professional terms.
Check your product thoroughly. You want it to be marketable to more than just your friends.
Mistake #3: Refusing exchanges with other artists
Exchanges between artists are common. They are great because they allow you to support fellow artists on a very small budget. It is also a good way to cross-promote.
Imagine asking another indie if you could exchange CDs with them and being told this: “No, my producer wants to make money.” Obviously, the person is not interested in you and has no business ethic.
If you want others to respect you as an artist and human being, you must treat them with respect. While it is fine to mention that you find it hard to sell your work on rare occasions, never play the money card with any supporter and potential buyer. You never know to whom you may be talking.
Mistake #4: Making others aware of the daily drama in one’s life
Some artists want to share everything. While sharing is a great thing, especially if you have fans, drama is not. An artist, no matter who he or she is, must act professionally at all times. Further, people have enough drama in their lives, they do not need more negativity.
Should you want to share your drama anyway, be moderate and never give names.
Mistake #5: No support towards other artists or causes
Some people do not understand that a two-way support network is extremely important. You want to build lasting relationships. A lot of independent artists will share a link on your Facebook page, without having formally introduced themselves. While word-of-mouth is a great thing, it will only work positively if you have taken the time and effort to know the person to whom you entrust your links. Negative word-of-mouth is also something that many forget: If someone feels slighted by your approach, they will recommend you as a bad artist, even if you are extremely talented.
So, if you want to be taken seriously, build solid relationships. Take the time to know people and support others as much as you can. And do not forget to show your love for the least fortunate: Be part of social change. If you cannot do it financially, at least, walk the talk by spreading the word.
Conclusion
Always consider the following question: “Are you here to stay or do you want to be a one-hit wonder?” To be respected as an artist and human being, you have to consider the big picture. Global recognition takes months and sometimes years to happen. The number of CDs or books that you may sell has nothing to do with it. It is mostly about what you stand for as a person.
Now, what are, according to you, five major faux pas that any artist should avoid?
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