Nadine Sez

Dear Nadine,

-The Vixen Red, Louisville, Kentucky

Dear Vixen,

True. As far as I’m concerned, every phase of the business is the “time of the independent artist.” The more you know about business the more you will insure a career for yourself, by understanding your options and empowering yourself with effective marketing strategies. What I think people are currently referring to are the vast opportunities that exist today for those that are in the right place, right time.

The key as to who will succeed and who won’t succeed will be determined by those indie artists that will seize on the instability of labels to maximize their importance in the market place, and secure the support of a content hungry public. Using “out-of-the-box” thinking, indie bands can find promotional support from brand companies, fringe radio, print and Internet press that used to only support majors. The distribution floodgates have been opened by the Internet, which means there are no gatekeepers (as in the past) between your record and the record buyer. If an indie artist can find their niche of fans, then it is simply finding that same niche of fans from town to town, region to region. If you can show your music gets a reaction (by record sales, downloads, site hits, radio airplay, live shows) then someone will be willing to work with you, whether it’s booking a show, playing your song on college radio, or posting to your website.

What all indie artists forget, though, is that this is work. With the record companies downsizing, there are now fewer people calling radio, promoters, clubs, bookers, media, press, etc. Indie artists can fill that gap, by calling and setting up shows, in-stores, web promotions, radio giveaways. You have to “work” your records, whether you are on a major label, on an indie label, or releasing it yourself. That means relentlessly promoting yourself, to break through the din of our modern world. This business isn’t for the faint of heart.

Rock on,

Nadine Condon
The Godmother of Rock
(author, “Hot Hits, Cheap Demos")

Do you have a question for Nadine, the Godmother of Rock? Email her directly at bmi@nadinecondon.com and your question may be used in this column!