By Charlie Dahan

The question I am most asked is “How do I get noticed in the music business by (record labels, publishing companies, managers, agents, fans, etc.)? The answer is simple as it is complex...TOURING!

It is rare that a label or other music professional will be combing the garages in your neighborhood for the next Rolling Stones, or visiting your local recording studio for an artist cutting their first demo. No, the industry is looking for buzz and they are looking for artists that have done the grassroots level work for them, which is a developed fan-base, which to them is a predictable consumer base and proof that you can win over fans.

Now this puts the artist in a Catch-22 position of “I cant get a gig without the promotion from a record label or power of a manager / agent” and “I can’t get an agent / manager / record label without a developed tour schedule.” Well, this is where those that are serious about their careers and those that expect everything to be handed to them are separated (and which do you think a music industry professional would rather work with?)

Now, lets develop a strategy for you, the next great artist, to get noticed:

STEP 1
The Any Gig Phase. Here is where you will perform anywhere and everywhere you can anytime you can. Play every open mike in your area you can, play your Grandparents 50th wedding anniversary, play in the streets for change, and anywhere else that will have you. This is a critical phase for three reasons. First, you will be working on your stage presence, what works and what doesn’t, your act, basically working out the kinks of you the person and you the performer. Videotape these gig, bring along your hyper-critical friend, whatever, to get feedback that will make you into a charismatic and endearing performer. Second, you have to begin to build your fan-base. Start to take people’s name and addresses down (e-mail and regular mail) and build a mailing list of people who can say “I saw them when….” Third, you will start to build your industry network. You will begin to meet other local musicians and industry professionals (radio DJ’s, writers, club owners, studio engineers, etc).

STEP 2
The Local Build. Armed with a polished act and a mailing list, you can start to call local clubs and try to get on the bill. Some will have open mike night auditions (more important than how you sound, sometimes is how many people you bring, so make sure your new fan-base knows to attend), some will invite you to play a weeknight or open for a larger act. At this phase, money shouldn’t be the issue, exposure to a larger audience and developing a relationship with the venue should. Remember you are keeping it local, so you shouldn’t need hotel or meal money. Also, start to send your concert schedule to the local papers and radio stations. Not only are you getting your name out to both the people and the media, you are starting to build recognition for yourself.

Now that you have completed these basic steps, in the next article we’ll examine how you can build on this local momentum.

Charlie Dahan is a professor of music business and history studies at Oneonta State College as well as a freelance A&R consultant and writer. He has been a part of over 70 commercial releases and has two Grammy nominations from his work with the Skatalites. He also owns Larchmont Recordings, a new label set to debut its first recording in the Fall of 2002.