Tuesday, January 12, 2010

The Derek Sivers, Hugh MacLeod Music Marketing Blog Project - The Final Installment




If you are just tuning in, I am posting up the last part my blog checking out Hugh MacLeod's little book: "Ignore Everyone". Please check back two posts ago and start at the beginning if you like!

Chapter 19:
I know this is a weak way to start this next section, but I need to sit down with this chapter again. Hugh talks here about 'the watercooler gang' and I need to revisit this idea before I can translate it into the world of music - so more soon!
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OK after some discussion, this chapter was about a guy who got comfortable in his situation to point where he needed to be there and he lost his drive and became dependent on that situation, further, he

didn't take the initiative to do what he wanted to do and became bitter and despondent in long run - in the music business, or in any arena, it's about not trying your own road- and selling yourself short..this was the main theme, but this chapter was FULL....also - think ahead, don't living on past glory etc etc.


I had a hard time with this chapter because in my experience the 'water cooler' gang was a little different...but I see now....


Chapter 20:
In Chapter 20, Hugh talks about 'singing in your own voice'. This is so important for emerging artists to know. You don't need to be or look 'perfect' to get your soul music out. You will ALWAYS, but always have an audience if you are honest and true to yourself. I have had lost of artists come in and try to sound like so and so and whomever is hot on the charts, but it doesn't fly.

Why would you want to be a copy of someone else anyway?

Chapter 21:
Chapter 21 is important for the emerging artist as well. Hugh talks about the pros an cons on being in something for the wrong reasons.

This is an interesting topic. He states, when you're young it's cool to experiment....I translate this to - have a band and get girls. Hugh says, BUT if you are in it for the wrong reasons, it won't/can't last.

Ok so here I have to stop and say hmmmm....seems to me there are a lot of bands out there that most likely got into the music business for the real or imagined perks, and some of those bands probably made it and some of those people are probably even still happy....sooo...hmm...

If was directly this blog specifically at emerging talent I would say, try hard to get into music for the right reasons, that being that you have that creative talent or musical urge inside of you that needs to come out.

Hugh says," You can wing it while you're young, but it's not until your youth is over that the devil starts seeking his due. And it's not pretty.".

So maybe true for most, but a few have slipped by his grasp ..so far, it can't be denied. Maybe not the way to do it in my book, but there you go.

Chapter 22:
This chapter is about 'selling out' - BEFORE you get your foot in the door. Hugh talks about watering down your product and trying to make it fit for a specific audience before you have any audience at all. Sounds like a recipe for disaster, or at least very thin soup.

Advice here - be yourself and your audience will come to you, I promise.

Chapter 23:
This chapter is two sentences long, but speaks volumes. Basically it boils down to even fewer words - 'less talk, more action'.
People don't really care about all your big talk, let's see the finished product!

Derek wrote about this as well I believe - there was a study done that pointed to the notion that people who talk a lot about their project, are less likely to follow through - so head down and to work!

Chapter 24:
In chapter 24, Hugh repeats a theme - you either do it, or complain a lot about why it never will/can work for you. Read the advice at the end of the last chapter!

Chapter 25:
This is an important chapter, where Hugh defines 'writer's block' and suggests what to do about it.

Again, I see so many people pushing themselves and basically making themselves miserable during these dry times. I hear a lot of: 'I'm no good, so and so can write a song a day!' etc etc etc...

Hugh believes: "Writers block is just a symptom of feeling like you have nothing to say, combined with the rather weird idea that you should feel the need to say something.".

Why force it? The flower will rise up out of the soil in it's time. In the meantime, enjoy your life.

He also speaks in this chapter about the ease of being creative, literally. Of course drawing on business cards is easy - you have an idea, you whip a card out of your pocket. Not so easy with a guitar or piano - but practically speaking you can carry a small recorder with you, or I've even called my own answering machine and and left myself song ideas. It all works, most importantly, be prepared, you don't want to miss those moments and you never know when they'll hit.

Chapter 26:
Here Hugh talks about your 'true voice'. It is the same thing I mentioned earlier 'soul music'. Once you find it, and it can take a while, you're golden. Don't judge it, let it happen and if you're finding it hard to get to, work with a good producer. A good producer can often hear what's in you and help draw it out.

A good producer, yep. And I'm not just saying that.

Chapter 27:
Again in 27 we revisit 'soul music'. Short and sweet Hugh says 'write form the heart' be it for an audience of one on one million.

Point here, I know lots of people who write 'formula' for radio, or write in a specific style for specific artists - but for the here and now, write and play your own thing - soul music.

Chapter 28:
In chapter 28 there is repetition of a theme again, but instead of money it is about approval. "The best way to get it, is not to need it".

He tells a story about sitting with an editor who is opening 'please publish me' mail from whiney people. guess this is another case of head down, hard work. And: 'if you're good, we'll see you'. So don't 'go a'beggin'. That's a good line to draw.

Chapter 29:
Here Hugh talks about 'power' and being 'ready'. This chapter made me laugh, and again, for the musician, it is the same theme as the last chapter - get out, show that you are ready by 'doing', not wanting, not talking, but by doing and proving - playing those gigs and singing your heart out.

Hugh says in the end: " Taking power means not /needing anything form anyone to be the best.".

And states that power is never given, it's taken, an when you are confident in your product, you have all the power.

I think here also, power can also be 'assumed' in the form of ego, especially if you have a good product - there are holes in this armor though and you can see them of you look closely enough.

Chapter 30:
IN chapter 30, Hugh talks briefly about cliches and the 'true way ' to make it as an artist. He uses examples of famous painters, some never famous until after death and some who 'sold out' early on.

In the music business you can sell out, it's about where YOU decide to draw your line.
You can take off your clothes, get wasted, copy someone else's radio hits or you can stick to your own thing and see what happens.

The choice seems easy to me, but in reality there is no 'true' way the world works.
And as Hugh states, "The hard part lies somewhere in the middle that is - being human".

Chapter 31:
This chapter can be summed up nicely by Hugh's cartoon here: "I no longer have feelings. I had them once but then I go scared of being poor.".

He talks about how, if you have the 'creative urge' it will never go away, ' so get use to it'. But honestly, I have never come across anyone complaining that they had the music inside of them.

Chapter 32:
I suspect Hugh MacLeod is a rather thrifty human being. Here he talks about living moderately, even though he no longer has to.

This is a lesson for everyone, not just creative types or musicians - although maybe we're a little more use to being poor. Less is more and people are slowly coming around to the idea that you don't need 'stuff' to be happy.

Be thrifty always and a recession won't effect restrict your movement quite as much.

Chapter 33:
This chapter again is a life lesson for anyone. Hugh talks about changing lifestyles as you get older, and adapting. He writes this quote, which I think is brilliant because, when you work in a nightclub, pub or bar, you see it a lot: "A lot of people in business say they have 20 years experience, where in fact, all they really have is a year's experience repeated 20 times.".

Basically, you don't have to be out all night partying if you don't want to. Go with the flow, as Hugh says, and do your own thing.

Maybe this chapter is good for the 'older' musicians, that have aches and pains and earlier bed times. Just know it's ok, you're not missing out, there is a next chapter, so enjoy the ride.

Chapter 34:
This is another 'money' chapter called 'Being Poor Sucks', and here Hugh talks about the choice between being 'creative' and 'making money'. In the end he states, there is no between those, rather, "The best thing in this world is to be an effective human being".

Specifically for the musician, it's back to 'soul music'. Are you getting tired of me saying that yet? Are you starting to see the same theme running around in here? That's because it's the cornerstone of the artist's life.

Chapter 35:
Here hugh talks about jobs and hobbies and turning hobbies into jobs - I have to think a little more about this one and how it relates - more soon -

Chapter 36:
This was a cool chapter where Hugh talked about Neil Young and his fan's reactions to his new style of music, when he made one of his earlier changes.

He talks particularly about embracing the lean years because they will be fond memories for you, back when nobody wanted a piece of you and you didn't have to answer to 'the fan'.

I don't know how this relates today - fans and artists are actually very versatile and maybe fans do come and go, but if you remain true to yourself, you will always have them.

But again, back to his point - enjoy your experience, whatever it is, right now.

Chapter 37:
Hugh blogs, I blog, we all blog. In chapter 37 Hugh talks about the importance of getting yourself out there into the world through social media, and that if you do and have a good product, are diligent, the money will follow. Hugh himself here is a good example. And so is one of my favorite Twits "@shitmydadsays", look him up. Not too long ago, Justin started tweeting the stuff his dad would say - in only a few months he has a tv and book deal. Presto. Of course it doesn't always happen that fast!

Of course it is the same in the music world today - you have to make use of all the social media out there, or at least as many as you can handle. Get your music and yourself as an artist out there. And as always, in any arena, be professional, be mindful of what you say and always but always put your best foot forward.

Chapter 39:
Here Hugh says paternally: "The size of the endeavor doesn't matter as much as how meaningful it becomes to you.". He talks about 'scale' and the 'ride' and the adventure of life.

Anyone who has stepped on stage for the first time and belted out an original, has had an adventure.

He says, that even though you may have a life of adventure, it will always be the small things that bring you home, that make the journey memorable; "Birth, sickness, death, falling in love...".

Good advice form someone who knows, so maybe on your musical adventure, keep close to the mundane too, keep that old T-shirt around, the one without the sequins, it could save your life.

Chapters 39&40:
In summary, Hugh talks about never knowing how, when or where success(or failure) will come from.

For the musician this is true now, more than ever before, with so many opportunities creating themselves everyday, the sky is the limit. Just make sure you have your 'soul music' with you, it's the best product there is, and as Hugh states: "Work hard. Keep at it. Live simply and quietly. Remain humble. Stay positive. Create your own luck. Be nice. Be polite.",

I could not agree more.
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Ok that's it, now I know I have used a lot of quotes here and given you the run down of this cunning little book, chapter by chapter, but it really is worth owning, you will want to read it again and again AND it's full of Hugh's art!

And if you are a Rave On artist, come on by, it's here on the bookshelf!

Thanks for the opportunity Derek!















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