How the music business works. How show business works

The course material will help you understand where the artists' fans come from and how you can expand the audience of your listeners. The material of the seminar will help move any project from zero without managers and investors' money. You will be able to create your fans who can support and motivate you. Do you understand the concept of musical project and be able to prepare it for sale to serious managers and investors.

• Cast 1: "On the concept of a musical project"
• Cast 2: "Make an offer hard to refuse"
• Cast 3: "Fan Club and Audience Seeding"
• Cast 4: "Creating a fan club with our own hands"
• Cast 5: "How to create seeding audiences for your musical material"
• Cast 6: "PR and promotion in the professional environment of show business"
• Cast 7: "Increase the efficiency of your project"

RAISE PERISCOPE

"Raise the periscope" is a technology for finding and choosing a financial niche for building and developing show business. If you don't have a working show business yet, you can launch it in the right environment. Along the way, you will find ideas for your lyrics, reconsider the style of performance, and see the target audience of music fans.

You will learn how to adjust the target audience to increase your popularity and be able to increase sales of music, concerts, related products.

• Why choose a niche for an artist?
• your dignity.
• The multiplication effect is a viral effect.
• We find people who like your music.
• Autogenerator list of potential niches.
• The specifics of wide and narrow niches.
• Niche "subculture".
• Niche "hobby".
• Niche "business".
• Niche "problem".
• Hot and cold niches.
• In what niches can you gain popularity quickly.
• In which niches is it more difficult to compete and become number one.
• Where is it easier to win first place.
• How to build a niche for yourself.
• Niche narrowing options.
• By what criteria to choose a niche.
• How to understand if a niche will bring money.
• Three blunders when choosing a niche.
• "Bright packaging" for a niche.
• Monitoring.
• Initial free niche testing.
• Analysis of competitors.
• Agents of influence in niches.
• Analysis of concentration points.
• Analysis through WordStat and Adwords services.
• Free testing.
• Testing with a subscription page.
• Testing with a free product.
• Ruble testing.
• First money in the niche.

HOW TO USE CREATIVE STRESS TO GROW

Participation in competitions and tournaments with a competitive effect is Right way to improve their skills and develop their talents. Best Contests and battles have a huge audience of listeners that can become yours. The course covers everything important questions growth through brand competitions and big-name competitors.

• Why participate in battles?
• What battles give results?
• How to use battles to develop your talent?
• Battles for development and for expanding the audience.
• Why does a battle rapper need money?
• How to participate in the battle.
• How many and what opportunities does a battle participant have.
• How to write tracks for qualifying rounds.
• How to find a weak spot in your opponent.
• Who should be afraid of in battle?
• Who is your battle friend?
• 5 ways to eliminate an opponent in a battle.
• Who is needed in battles, without whom the battle will not take place?
• How are off-line battles different?
• How to grow up to battle with Oxymiron?
• Who needs off-line battles?

Each of us has a number of advantages, in the form of various individual achievements and qualities. Character alone is not enough to start on the path of show business, grow and achieve significant success. What personal qualities help to become a star, and how to develop them? Answer below.

Where does it all begin?

Career Success directly depends on many factors that can be divided into several groups. This includes non-personal factors, interpersonal and intrapersonal.

All situations that do not depend on us, or depend only half, belong to the first group of non-personal factors. This includes: concert organization process, venue, documentation, capacity and structure of show business.

Interpersonal we will call those factors that are responsible for the stage of development of relations in the team, the training system and mutual assistance.

Intrapersonal - these are the traits of your character, knowledge, aspirations, abilities and skills.

If you think that For successful career in show business, you can improve only one side of these factors, then you are deeply mistaken. You need to use all aspects of your personality, and at the same time observe the world “surrounding” you.

your physical data.

Excellent shape, and a healthy body - that's the main qualities of your appearance for show business. Not having beautiful body, it will be extremely difficult for you "fall in love" with the audience. All people are used to looking at "idols" from the TV screen and striving for the same form. Are you unable to motivate yourself? So how do you create a first impression? Do you remember how important it is? Why is there a "meet and greet"? Do you think that these are only external qualities? Wrong! If you are proud of your appearance, then everything is fine with your self-esteem, and these are already intrapersonal qualities.

The nervous system and its "disadvantages".

A person is born with a certain type of character, which is already genetically incorporated and nervous system. However, this process can be easily adjusted using external resources. Lack of flexibility in dealing with people? Learn to find different ways to get around. Lacking mental stability and fortitude? Temper! Learn to find solutions from any situation, and do not let everything take its course.

The development of social qualities.

This is from the category of factors that can be attributed to interpersonal. Every day we have to be in society most of your time, so let's spend this time learning to find not only mutual language with people, but also be "socially" open for future connections. For show business it is very important. You can learn to be sociable and a pleasant interlocutor by developing your horizons, because you must admit that it is very easy to find a common language with such people, anywhere. Moreover, with such qualities, organizing your concerts become a simple matter, do not have a hundred rubles, but have ... That's right! Everywhere should be familiar and friends!

Act!

Psychologists have proven to become successful you need to set a goal! But not just to set, but also to move towards this goal. Here you just - and come in handy strengths your character. Strength and confidence make us move on no matter what, and even getting into unpleasant situations, to overcome them with ease, effortlessly.

Start with small "every day" goals, like learning something new. Even half an hour a day for such an activity, this is already 3.5 hours a week! And for knowledge, it's still better than nothing.

Information processing, and why is it needed?

For professional development, it is very important for a person to learn how to process information that comes from outside every day. What is it for? Imagine the situation, one of the participants your group says he has a connection with a good producer, or else recording studio. You can discuss it, and then immediately forget why this information was provided. Or you can think: weigh all the pros and cons and act in accordance with your goals. There may be plenty of such information for a day, a week, and a month, it is important to separate “effective” and “ineffective” facts.

To do this, you need experience that is easy to acquire by trying new things and learning from your mistakes.

Do not forget to act, develop and find in everything positive sides- this is very important qualities for people in show business.

the site learned from several gurus of Russian pop music what young guys need to do in order to become famous.

There is no shortage of artists in Russian show business. But despite this, in every region of our country there are boys and girls who dream of becoming stars. Provincial talents are ready to do anything to be noticed by a successful producer and lead them up the stairs to the coveted stage.

“You can buy it for 1000 dollars, or you can buy it for 50”

To get on stage, first of all, you need to have a great desire, - says the former concert director of Philip Kirkorov, the Tatu and Smash groups !! Leonid Dziunik. - It is necessary not to wait for the weather by the sea, but to take vocals very seriously and acting skills. Well, since we do not live in Soviet time, and in ours, of course, financial support plays an important role. It's hard to say how much money you need to have to become a star. It's very individual. I know cases when rich dads, husbands or lovers of future stars paid about a million or one and a half dollars in order to take the first steps - find a song, record it in the studio, shoot a video sequence, take it to the radio. And then, if you come to the radio with one song, as a rule, they don’t take it. You must have a minimum of three in order for the issuer and music editors we understood that today this composition will go, in 2-3 months there will be another, and in six months - the third. The price of hits is also different - you can buy it for a thousand dollars, or you can buy it for 50. And again, it’s not a fact that after that you will become a star. If you think that mom or dad will invest money in me and I will immediately become popular, nothing will work! This does not happen, because for every thousand dollars someone else has two thousand, and for every two - five. Therefore, the most important thing is to work tirelessly.

Previously, producers could meet their future ward in a restaurant. For example, Lyubov Uspenskaya, Larisa Dolina, Oleg Gazmanov, Igor Nikolaev and many other stars began their careers with performances in front of a drinking-chewing audience. Dzyunik, an old-timer of show business, also told our correspondents about how things are now.

The transfer of discs is now also practiced, - continues 58-year-old Leonid Alekseevich. - Do not forget the various talent shows. For example, to participate in the Voice program, you will also need to register on the site, send your resume with a recording of the song you want to perform. Such shows help young talents a lot, because the artist, his presentation, charisma and power are already visible there. You can also upload a recording of your song to the Internet. And there are successful examples. The hit of the composer and performer Nikolai Voronov "White Dragonfly of Love" did not want to be played on the radio at the time. And then the composition was simply posted on u-tube. She conquered absolutely everyone, and the guy became popular. As for how long it takes to promote, this is also an individual question. Basically a year and a half, everything is not done in one day. First, you need to find a song, try to record it in the studio, find a good arranger, sound engineer. Then the hit must be reduced. All this is a whole process!

“I succeeded in my face and I want to open my mouth on stage”

The producer of the Tatu group Ivan Shapovalov told us that today future star does not necessarily have to have a lot of money for promotion.

There would be a desire, - says the 51-year-old producer. - in order to become famous performer, you can either transfer the recording of your song to the producer, take part in a talent show, or light up in some kind of scandal.

Regarding the last point, Bari Alibasov, the constant producer of the Na-Na group, is in full solidarity with Shapovalov.

Now, in order to become a star, nothing is needed - no talent, no abilities, no elementary vocal skills, - assures 70-year-old Bari Karimovich. - You just need to shine your face on all TV channels and on the Internet. And a song can be recorded with anything - even with your ass, the tuner will fix everything and put every note in its place. And the thing is that the era of personalities has ended, the industry of background music has begun. Now people are singing to whom neither God, nor a gene, nor a sperm cell has given anything in order to at least somehow express themselves in music. Now the computer will do everything for you. And even musicians are not needed. All the sounds that mankind has invented are on the Internet. The 20th century was the age of the stars. A personality appeared, and everyone deified it. We had a lot of performers - Claudia Shulzhenko, Alexander Vertinsky. These are personalities! They had a wide range - musicality, social status, literacy, knowledge and talent. And now you can just insult someone, hit them in the head with a brick, and tomorrow you will be on all TV channels. And you don't need money. Do any nasty thing - and tomorrow all TV channels will tear you apart. Some slut that the whole city had can become a celebrity due to his "generosity".

Bari Alibasov is sure that because of technical progress even the show business gurus themselves can be left without a job.

What are the producers now? - exclaims Bari Karimovich. - Now the most important thing is a PR agent who is engaged in your promotion on the Internet. These people have a cost, they say: “We guarantee you one and a half million views of your song within such and such a period ...” This is all technology again. The producer is in demand only at the level of recording music. You can come to him and say: “I'm a complete eccentric, in my childhood they pulled out my larynx when I was drunk, my ass fell off, there is nothing to extract sounds with. But I succeeded with my muzzle and I want to open my mouth for something on stage. The producer will do everything!

“Half of our artists are not allowed to go on stage”

Another show business specialist, producer Iosif Prigozhin, agrees with his colleague Alibasov that a mediocre person now has the opportunity to get on stage without any problems.

Today you can not be an artist and become a star, - says the 48-year-old husband of the singer Valeria. - Just these "non-artists" take the place of those people who could be stars. The concept has changed, that's all. Half of our performers are not allowed to go on stage at all, but they go out because they are popular.

Despite the unfortunate statistics, Iosif Prigozhin still uses the old methods of promotion in his work.

There are four important components of a successful project: talent, professional management, availability of composers and repertoire, and, of course, financial support. The amount of finance depends solely on the material. Everything is individual. I do not agree with the opinion that with the advent of computer technology and the Internet with us, producers, less work. Everything just transforms. There have always been difficulties with promotion. Previously, there was a lack of information and it was enough for an artist to appear on one TV channel for everyone to recognize him. And now you have to light up on one thousand five hundred channels within a year to become famous. Time to unwind is required in different ways. If you get into the repertoire, after 3 months you can become a star. And if this did not happen, then you can wait for your finest hour for decades, as Valeria, Emin, Loboda, for example, had to do it.

But Iosif Prigogine, in spite of everything, does not want to really talented people Russia remained in the shadows. Therefore, future stars can even write him a personal message on the Internet.

We, the producers, are now publicly available,” Prigogine continues. - Young talents today do not need to go somewhere to audition, because we all have a personal account on the Internet. You just need to come to karaoke, record your singing on video and send the material to the producer. And then on young singer sure to pay attention.

Action Plan for Aspiring Artists:

Go to karaoke, record your performance on video;

Send this video to Iosif Prigozhin (or another producer) by private message on a social network;

Take part in a musical talent show;

Every day to improve your talent - to engage with a teacher in vocals and acting skills;

If you feel that you have written a real hit, then just perform it on camera, post it on the Internet. If the composition is successful on the network, the venerable producer will call you and take care of your promotion.

Well, the following two points, which we cannot advise for ethical reasons, but, as show business experts assure, they also work:

Do something scandalous to get you interested in talk shows;

Find a lover (-tsu) or husband (wife) who has an extra one and a half million dollars in his pocket, and invest them in promotion.

When consulting emerging artists and their representatives, I often answer the same questions and give the same recommendations. Basically, these questions are related to the fact that people simply do not have a correct understanding of the mechanisms of show business. Almost all of them make the same mistakes, which over time can become fatal and nullify all the results of the work done. This article is designed to protect the first steps of young performers and their management from making critical mistakes.

There is no point in just uploading your music to the Internet without licensing it. It's not hard at all to do this! I have already mentioned in previous articles that artists today receive money even for people listening to their music on social networks. Each listening to a song in VK brings the performer 1 kopeck on average. If you managed to get 10 million plays of your song there, you can withdraw 100,000 rubles! These are realizable figures even for a little-known artist, if you follow the recommendations from the article. 10 million plays is 50 thousand people who listened to the song an average of 200 times. Of course, I operated on a hypothetical example, but you can see that this is a completely doable task! In order for you to be able to collect these royalties (not only from VK, but also from iTunes, Apple Music, YouTube, BOOM, Google Play Music, Yandex.Music, OK and from all the others), you need to license your music. To do this, you need the original master track in Wave format and a square cover of the song in high resolution. These files must be sent to the distributor, who will already be engaged in the monetization of your copyright on all sites. Typically, the distributor's financial report to artists (or producers) occurs once a quarter. At the same time, you can request the number of plays and downloads at any time in order to predict your financial results. Only by making money on your music, you can objectively evaluate and compare the effectiveness of the promotional work carried out. This topic is covered in detail in the article. If you don't see real result, then you have nothing to analyze. In addition, the publisher (distributor) protects all your copyrights, which obviously takes you off a lot of headaches. And finding such a distributor is not at all difficult, Google or any other search system. Enter the key phrase "distribution of music", and you will be happy. I repeat, releasing material without its monetization does not make any sense! Serious publishers (especially the largest ones, such as Warner Music, Sony Music and others), in addition to the song with the cover, will probably ask you to send them short biography and a promotional plan for the release to come before they agree to work on your material. The reason for this requirement is that their income is a specified percentage of the monetization of released songs. Accordingly, the distributor wants to make money on your music, and it is important for him that it disperses among people. Smaller labels may agree to release your work for a fixed fee without taking any percentage from you. But in this case, it is important to understand that the publisher will not be interested in organizing any promotional support for your release. On the other hand, for your first releases (without at least a small active audience), you are unlikely to get any promotional support anyway. For information, usually such support consists of several basic points:
placement of the release in the recommended new products of VK and BOOM;
placement of a banner (announcement of the premiere / playlist of new products of the week) on iTunes and Apple Music;
placement of a banner on mobile sites (ringtone instead of beep);
distribution of the release to radio stations and TV channels (if there is a clip) for the purpose of rotation;
distribution of the release to TV companies for the purpose of synchronization (soundtrack for series and movies).

If you are familiar with the article, then you already perfectly understand how much a team that is not properly selected for work can complicate your career. First of all, it is important to pay attention to those people who are working on the creation of your material. The form of cooperation with the sound team can be of two types: the artist pays the team a fixed fee for the work or pays a percentage of royalties for some time (maybe until the end of life). In the case of the share option of cooperation, you will need to give guarantees of future payments by signing on paper. But before you give away part of your earnings, make sure that you work with competent specialists. Producers, authors, composers, directors - they all should at least feel you and that musical genre where you work. At the same time, it would be an extremely reckless decision to try to copy the format of the material of other Russian-speaking performers. Remember, no artist has yet become popular due to the fact that he was similar in style to something that already exists. Even if this “something” is unrealistically fashionable and stylish! You will simply be perceived as another copy of what is popular. The public in general will perceive you as a character who is trying to repeat someone else's success by imitation. And even if you make your material cooler, people will still see you as the second one, repeating after the first. The public can be blown up only by a fresh look at the product, just remember all the super hits recent years! Time and Glass, Scryptonite, Mushrooms, Eldzhey, Face - they are all trendsetters. A trendsetter is an innovator who introduces new trends, who is copied by other players in the market and therefore forever remains in its shadow. If you write songs and music yourself or order all this from third parties, focusing solely on projects that already exist in the Russian-speaking segment, then you are most likely dooming your career to non-existence. Make sure your product is unique and you are definitely giving the listener something new. Only with its originality can you win the sincere love of the public. And as I've said hundreds of times over the years, your voice is not your uniqueness. Only inexperienced young artists can think like that! If your voice timbre and his frequency range does not go beyond the human (for example, you are some other animal), then, objectively, there is nothing unique in your voice! You might be able to use it somehow in an interesting way, but this is already a question of the technique of staging vocals, melody and vocal rhythmic pattern, and far from the uniqueness of the voice. The demand factor for a product in the music industry is similar to the demand factor for a product in any other type of business: the more exclusive it is, the higher the demand for it. And this applies not only to musical material. This statement also applies to video clips, live shows and even artist positioning. Most figures Russian show business stop their development after reaching certain heights - this is the main reason for such a strong lag national music from the western. A distributor or music label can pay an advance to an artist to shoot a video for a promising song, but he must be sure that the work is a hit. So while everyone is pushing you to “do like everyone else” or “do like them”, find your own niche and capture it. Let other artists get lost in this gray mass of consumer goods, but not you. The articles on this site will help you with this.

Now let's analyze the forms of promotion of artists, which are most successfully used by market professionals. With marketers, advertisers and public relations specialists (PR managers), financial relationships can be completely different. The first two can work according to a specific price list, for a fixed monthly fee (with the artist additionally covering the expenses) or for a percentage of earnings from the project or its individual monetization points. Costs and prices can be completely different, they depend on the skills and competence of specialists. In order to avoid cooperation with amateurs in the marketing field, study the material. And another very important point: if you are asked to bring an envelope to a radio station or TV channel to receive rotation, in no case agree to this dubious adventure. The reasons for this principled position you can find in the article. The biggest misconception among performers who have interacted with the "old guard" market is the mistaken idea that rotation and airplay on radio/TV can make an artist famous. I have already cited the statistical difference and analysis of the audience coverage of radio stations, TV channels and Internet resources in articles and, so I see no reason to duplicate the same information many times. Today, the most effective sequence for promoting material in music business usually consists of the following basic elements:
1. On the day of the premiere (+ the next 2-3 days), the material is actively distributed via the Internet. Marketers are making every effort to ensure that the number of plays (streams) and downloads of the release reaches the required levels to get into the top charts and hit parades of all digital platforms. For this, a combination of "seeding + targeted advertising" in social networks is usually used, as well as native and contextual advertising of Internet resources outside social networks. Once in the popular sections, your music will continue to spread without any additional amplifiers, so the first days of the life of a song or video are the most important;
2. Parallel to the first stage, information publications (including bloggers) receive a mass (or targeted) distribution of a press release with news about the premiere. If there are competent PR-specialists in the artist’s team, then the press release will most likely not contain an announcement/review with the premiere, but an informational occasion dedicated to it. About that, read in the corresponding article;
3. The next (or the next) day after the premiere, the release is massively sent to all radio stations / TV channels that are suitable for the format, indicating its high positions in these top charts. Such arguments several times increase the chances of getting the material on the air. In addition, most major radio stations now choose their songs for rotation not from incoming mail, but from a list of popular songs on the Internet. Earlier, I talked in detail about;
4. In addition to the previous elements, a huge variety of ways to convey your material to target audience. In the article, I gave several actionable examples of how we promoted different material established and emerging artists. You can steal these promo methods from me, I don't mind at all!

Now let's analyze the most profitable part of the artist's activity - performances. If you involve someone close to this business, without work experience, he first of all needs to read the article. Ideally, you need to get yourself such an employee who will offer your stage services to clubs daily, concert venues and private customers. Should he be paid a fixed salary for this job? It's controversial, and there's no definitive answer. A high-class specialist will not do his job without a guaranteed payment, but a manager is always better motivated if his earnings directly depend on the volume of tasks performed. Ideally, agree with him on a small fixed rate, which is rewarded on top with an agreed percentage of his obligations. This is a classic motivation scheme for a sales manager in any kind of business. Often we try to create a flexible motivation system, in which, by fulfilling the bonus standard (for example, more than 15 sales per month), the live performer receives an additional reward - his bonus percentage becomes, for example, not 10%, but 15% of sales. But if the live player fails to meet the minimum sales plan, he will have to completely deprive him of bonuses. It is important to stipulate all these conditions and subtleties on the shore. The process of actively selling shows takes time and work. Therefore, it is likely that the first month or two of his work will not be the most impressive. And this is quite normal!

Fundamentals of the Music Business. You may have noticed that a course written and published in 2015 has gone missing. I hasten to assure you that everything is fine with him, he is alive, healthy and does not complain. It's just that the market is changing, and the course required the processing of information for today's realities. It will describe in more detail the systems of show business and the stages of becoming an aspiring artist. In the meantime, it is being added, you can read other articles on this site and subscribe to

Every year appears on the screens of the country a large number of new singers. At the same time, many talents conquer YouTube, social media. networks and the Internet in general. Many girls dream of repeating the fate of their idols. But what does it take to become a singer and gain popularity? Of course you will need ear for music, voice, some artistry. But there is also something that is not talked about.

What does it take to be a singer?

The main criterion here is fearlessness. If you have embarked on this path, then you should attend all competitions, maintain your blog and YouTube channel. Don't be afraid to state that you sing. You must scream about it. Otherwise, no one will see you in the thickness of other applicants.

Also, you must have a healthy megalomania. If you treat yourself like common man, then you will definitely not get anything. Don't think of yourself as the rest. You are a talent. Remember this.

Also, don't forget self-criticism. Know how to correct your mistakes before other people notice them. So you can improve yourself faster than others and break into show business.

What is a singer?

In general, the main qualities of each talented singer are:

1. Charisma. The ability to remember from many faces;
2. Voice. You still need to be able to sing;
3. Sense of rhythm. You must move at least a little to the music;
4. Attractive appearance. Clothes, make-up, figure (albeit not a model, but not too fat);
5. Diligence. Singers really work hard.

Of course, many say that the main thing is talent. But today everything is bought by the wrapper. And if you do not know how to paint, lose weight and pick up your clothes, then you should not think about a career.

Penetrating qualities

Among other things, to become a singer you need to be able to come anytime and anywhere. If there are any castings in your city, then you should always be there.

If there is a chance to contact any producer, then you should not miss this opportunity. You must always be ready to show your talent.

It's better to do everything together. Sign up for a choir, join an interest club. You can perform at holidays at your own school, institute, etc. This will definitely increase your self-esteem.

Record your songs and listen to them yourself. Learn not to be afraid of your voice, but to analyze it. Then you will definitely be fine.

If possible, learn to play the guitar or some other musical instrument. Such people in all circles of show business are valued much higher.

Try recording your video clip. See how many views it gets. Many stars started their journey with YouTube.

You can come up with a speaking pseudonym. So you will be well remembered at the auditions. And that way, someone will definitely notice you.

Don't dream big for yourself. Do what you do. Otherwise, you will definitely achieve nothing but empty dreams.

Feel free to ask the stars for advice if possible. You can attend seminars and master classes. Then you will be intellectually savvy. And this will make it easier to understand this area life.

Show business is not heaven, but work for creative people. Therefore, it is worth preparing for work. If you just want to sing a little, then limit yourself to free performances at holidays in your area.