If you don’t know who Gary Vaynerchuk is, you’re going to.
Here’s What Musicians Should Learn from Gary V.
The mainstream doesn’t know yet, but we they will. Numbers don’t matter, influence does. For the record, he’s a best-selling author and entrepreneur who took over a wine business out of college and built 3 million in revenue to over 60 million by utilizing savvy web marketing strategies and YouTube videos to publish daily wine videos. After 19 months of working on his videos five days a week, and zero people caring, he was able to build leverage and unique notoriety which spawned his $100 Million company Vayner Media. His online web series, The #AskGaryVee Show, has become a magnet for audiences seeking unfiltered, candid, and awe-inspiring insights into social media, marketing, and brand building.
In This Episode Of #AskGaryVee (Watch Below):
“What advice would Gary Vaynerchuck have for musicians in the 21st Century?”
1. Be Wherever People In Your Genre Of Music Are
Not geographically, but regarding what corners of the internet your audience lives in. You don’t need to be in a central hub such as New York, LA, or Denver; you just need to utilize your digital real estate. If your audience is 25 and younger and you’re not on Soundcloud, Instagram, and Snapchat, you’re not maximizing your market share. He states the youth markets as being an essential and ‘over-indexing’ play, meaning that they are a great audience because they sort and sift through more music and more data without being lost in the mayhem.
2. You Need To Be Putting Out Content Everywhere
Once you build a catalog of material, with a depth that reaches across diverse channels, you can create leverage. All currency is fueled by conversation. Vaynerchuk doesn’t conver musical growth into music sales because the market dismissed the notion a long time ago. Live shows, key media opportunities, and drop shipped merchandise is still indispensable.
3. Grateful Dead or Phish; You Need To Build A Community
It’s not good enough just to put out a song, distribute it, and get it on every platform. Bands like the Grateful Dead and Phish are zero percent known for their record sales, and 100% revered for their irreverent and electric live shows. Transcending music into a lifestyle remains powerful. Fans follow the musical freedom as far as the end of the earth….. and still buy a t-shirt. Pop music accredits it’s ‘sucking the musical bagpipe’ to shallow plays on cultural sediments. The focus is one-sized fit all tactics. Meaningful bands (or brands) require meaningful music. Iconic bands light a torch passed by cultural frequency: music is temporal, it happens through time, but culture is forever.
4. Understand The Long Tail
Vaynerchuk references ‘The Long-Tail’ which is a reference to Chris Anderson’s book of the same name. It establishes the ways in which the democratization of production, publishing, and consumption via the Internet has tipped the scales in favor of DIY culture. The elongated shelf life media allows for unprecedented discovery and distribution. Limited storage and expensive PR campaigns no longer hinder radio plays, music industry entry, or mainstream culture. A deeply traditional country sector struggles to define and monetize success based upon scaling ‘hits’, which no longer siphons the sales and profits to A&R, distribution companies, and record labels.
5. Decide If You Want to Make it, Or If You Want to Crush It
A 40K year makes most artists ecstatic. Vaynerchuk makes it apparent that those who truly want to make big money need to care about their audience.
Gary Vee On The Music Industry
“There are fewer people now at the top…there are very few people making gazillions of dollars just selling music. What’s happened is that the internet has created a longer tail, and so there are a lot more people right now making thousands, and tens of thousands, and hundreds of thousands…art requires time, money, and energy Do you know how many people are happy making $41,000 a year which they can because of modern technology, whether through Ad sense or a TV show]”
6. The Connection Is The Game
In the current state of things that means opening your life beyond your workstation and giving people what they all want from their favorite artists: to genuinely know who they are. There are no immediate successes, and the reality is that fanbases are built two eyes at a time.
“If you want to really crush it, and still play your music? Well then you’re gonna have to care about the audience, one by one by one by one. Artists require audiences. Audiences require artists. Behind the scenes, footage or personal connections bridge the gap and peel away the steel curtain.
“That connection is the game.”