90 DAY CHALLENGE: MAKING IT IN THE MUSIC INDUSTRY
Words by Leah Martin-Brown
‘Hi, my name is Leah Martin-Brown and I am an Aussie singer/songwriter trying to make it in the music industry in 90 days!’ – or at least, that is what the first few seconds of my current ‘Signature Series’ on social media will tell you.
In actuality, I am a music industry professional who has been working (in various ways) towards “making it” in the global music industry for longer than I care to remember… and I am NOT about to age myself in this article. LOL.
For those entering the industry as newbies or ‘emerging’ artists, the path to next steps is relatively simple and has been laid out more times in various videos, forums, panels, articles (whatever) than I care to mention.
But, what happens AFTER you’re past the emerging stage? You’ve released multiple singles, dropped an EP or two, you’ve toured. HOW do you hit that next level? Gatekeepers be gatekeeping when it comes to this, and the advice out there varies from “Be a nepo baby” to “Just make TikTok videos and you’ll hit it big time! We promise!”
The truth is incredibly nuanced as there are so many different avenues for modern day artists to explore on the journey to get to that next big break. As an established artist who is actively sharing her journey, I am here to do my best to provide insights into what you CAN do… but also assure you that no one really knows what they’re doing.
So, let’s get into it shall we?
HOW TO BREAK THROUGH TO THE NEXT LEVEL/MAKE IT IN THE MUSIC INDUSTRY IN … 90? DAYS?
Phase 1: Solidifying your Image/Brand and Goals
As emerging artists, we tend to throw everything at the wall to see what sticks. We enthusiastically accept every show we’re offered, we write what feels good to us and test it out at shows. It’s all about getting the name out there and putting our music in front of people – whoever they may be.
That all changes once you establish yourself and start really hitting your stride. As time goes on you become more certain of your sound and message as an artist. You develop a core following and maybe even an idea of your branding and overall sound. To truly “break through” to the next phase of your career will start with brutal honesty and self evaluation. Your music is not just art – it is a product. Your artist/band image is not just a cool amalgamation of what you love and your influences – it has to become a brand. Like it or not, that is what the industry looks for.
If you really study the artists you are hoping to be on the same level as, you will notice that across the board they have a very distinct style and message. Bring Me the Horizon is a great example of this – and their image often evolves with every album cycle.
If you cannot start thinking of yourself as a brand to market, it will be very difficult to be part of an industry that views you as such.
@leahmartinbrown Replying to @Nortallica Making it in the Music Industry as a Singer/Songwriter DAY 1 out of 90! Super excited to take you on this 90 Day Challenge with me! First step is complete- booked my flight to LA???????? Ps. If you’re on the Gold Coast and you love Vegan food? DokoDomo in Burleigh is incredible! #singersongwriter #musiciansoftiktok #musicindustry #90daychallenge @Leah | Singer/Songwriter ????✈️
Phase 2: Building Community (The Rise of Parasocial Relationships)
Whether we like it or not, social media and the way it has influenced music marketing is here to stay. Most artists (myself included) are frustrated at the focus on virality, of the goalposts constantly changing, and of what is required of us as musicians. We often wear multiple hats – the content creator, the script writer, video editor – forever brainstorming new ways we can create visual media to hook our intended audience; i.e. convincing them to stream our music and buy tickets to shows with a clever skit or a peek into our daily lives. Indeed, most record labels will not consider an artist unless they already have a proven track record of funding and marketing their craft (100k monthly listeners seems to be the magic number industry pros will quote at A&R meetings these days).
To make the jump from an emerging or even mid-level career to bigger, brighter stages, “embracing the cringe” on platforms such as TikTok, Instagram and YouTube is an unavoidable truth. But it doesn’t all have to be terrible. These platforms also offer artists a unique way to find their target audience and build community with them.
One of my goals when I started my ‘Making it in the Music Industry’ 90 Day Challenge was to create a behind-the-scenes look into my life so those who were already interested in what I did could feel a deeper connection to my music and my brand, and become more invested.
In the real world, parasocial relationships are something to avoid. Online, it’s kinda goals – to have complete strangers feel that they know you enough to champion your music and share you with their friends.
Phase 3: Being Present in the Professional Community You Wish to Join
Similar to the previous phase of building and maintaining connections online, building and maintaining in person connections is just as important. As artists, our lives aren’t just shows and studios. We also need to be present in the scenes we are actively trying to be a part of and become experts of our genres.
Elevating your presence by attending PR events (red carpets, premieres, etc), connecting with bigger artists and going to their shows, sharing other musician’s content on your personal pages… This will all contribute to further establishing yourself as a serious industry professional rather than someone who is just out to play for fun with friends.
Phase 4: The Manager
A hard pill to swallow is that we as artists can only go so far on our own. Breaking through to the next level doesn’t just require hard work, passion and skill, it requires a team of people who also believe in you and your journey. The most important of these is a Manager.
It is true that bands/artists are capable of managing themselves, but once you reach a certain level, it becomes almost impossible to juggle both the business and creative side (except in very special circumstances). This is for a number of reasons but the biggest reason is: industry professionals have an aversion to chatting directly with the creatives.
Finding and enlisting someone to manage the business end of your career will instantly add a seriousness to what you are doing. A good manager will help open doors you didn’t know existed, set up brand deals and artist collaborations, help connect you with booking agents, labels, playlisting and radio. They are the ones that will find you your record or publishing deal, and negotiate all of the terms in your best interest. They are the key to getting you into the rooms that will propel you further up the figurative music industry ladder.
Phase 5: Identifying, Studying and Emulating the Behaviour of Successful Artists
If you want to make it to a higher level (in any field), you have to emulate the habits and energy of successful people. Not only does this show a level of discipline and commitment but it helps attract the right people to you and your music.
In Phase 4 I mentioned finding a manager – most people immediately ask “how do you find a manager?” The truth is, they usually find you. To attract the best person to be the ‘Captain’ of your journey, you need to be putting out the right energy, image and work ethic. You have to demonstrate that you already are the full package – that you as an artist are capable of creating and building successfully to a certain point.
Whether fair or not, the modern day music industry requires artists to do the heavy lifting for their careers for a long time before a manager/label gets involved. If you are able to reframe your thinking and view your music career the same way a business owner/CEO would view their company (and act accordingly), it is actually crazy the amount of opportunities that will come your way.
@leahmartinbrown Replying to @Seekingxstephanie Making it in the Music Industry as a Singer/Songwriter Day 10/90???????? THANK YOU lovely x I have been dreaming of this day since i first steped into the studio in 2021. • It has been a difficult and interesting journey but the payoff has been so worth it! ‘Boys’ produced by Mutt Lange & Tony Nilsson is OUT NOW and can be streamed everywhere under my name- Leah Martin-Brown! • To top it all off… I have a place to live that I can call my own. I have a bed. I’ve got a closet! WE’VE TICKED OFF 2 GOALS FROM THE 90 DAY CHALLENGE TODAY! • HUZZAH! #singersongwriter #musicindustry #90daychallenge #muttlange #newsingle #movingday @Leah | Singer/Songwriter ????✈️
Phase 6: Money, Money, Money… and a Business Plan
Possibly my least favourite part of this whole journey – but the most critical one – funding. A lot of creatives will never make it to the next level due to the financial commitment required to sustain any sort of music career. Sitting down and figuring out your goals, how much funding they will require, and how much time it will take, is a key part of your music career that a lot of people do not talk about. Also, the age old challenge of how you balance making music and managing the day-to-day challenges of supporting yourself.
If you are wanting to move to the next level, you probably won’t be able to hold down a regular 9-5 salaried job because of the rapidly evolving nature of your career requirement. This is especially true if you have already started to break through the barrier between ‘music career levels’. Opportunity can sometimes knock with less than 48 hours notice (in my experience).
Working out a solid business plan for your band/musical endeavour, having touring and recording cost projections and finding ways to make it work are all part of the business. Not everything has to be self-funded but you will have to self-fund for a while before you’re able to land that magic publishing deal.
Exploring options for Government funded music grants (I was lucky enough to get an Export Grant in 2015… it helped immensely!) as well as potential investors are key to ensuring the survival and success of your career.
Government grants are one thing – you can find a grant writer to help you OR spend a lot of time getting it right – but finding an investor is a whole ‘nother kettle of fish. Attracting an investor will come back to the earlier phases in this article – you have to emulate the kind of brand/business that would be attractive for someone to potentially invest into.
@leahmartinbrown Replying to @????Kerryn???? Day 62 of my 90 Day Making it in the Music Industry Challenge was not super exciting. I spent most of the day on hold with the ATO… scared for my phone bill☠️???? Instead of activities you get a ‘What I eat in a Day’ vlog going on in the background???? I promise we’ll be more exciting tomorrow! Only 2 more sleeps until ‘Hysterical Love’ releases!???? #singersongwriter #newmusic #adayinthelife #whatieatinaday #losangeleslife
Phase 7… or just a note in general. You cannot spell success without SACRIFICE
I hesitated to write this part but in the end, I wanted to put it in here. It is something that I touch on quite regularly in the 90 day challenge I’m currently running on my TikTok.
All careers require sacrifice, but music in particular seems to come with a lot of personal collateral for those really working to get to the top. If you are not prepared to go without, you will never be able to break through – whether this means moving back in with your parents to save money on rent while you’re investing in your art/touring, missing important family events like weddings, birthdays, or holidays, or losing out on traditional indicators of success because you have chosen a non-traditional path. These are all things that will come with your push for greater success in the industry that we have chosen, and something that any artist truly wanting to seriously move forward needs to consider.
As someone who loves sleeping in her own comfy, warm bed every night, couches, floors, futons and airport floors were a tough adjustment at first. But if 3 years of living out of a suitcase has taught me anything, it’s that I can be adaptable (at the expense of my body and the ire of my physiotherapist).
@leahmartinbrown Replying to @????Kerryn???? A Day in my Life as a Singer/Songwriter trying to Make it in the Music Industry in 90 Days. Day 63 and I’m headed off to the studio to record some fun things for social media!???????????? @patrickwindsormusic is a dream to work with!???? If you love my studio fit jacket is @Foxblood Shop skirt is @BlackMilk Clothing
Final Thoughts:
In such an uncertain industry where there is no guarantee that Talent + Hard Work = Commercial Success, it is important that we as artists take time to celebrate and recognise our personal growth, the development of our brand, and our achievements along the way. If your goal is to be the next Taylor Swift, Ed Sheeran or Tool – you have set yourself a very high bar. If you do not manage to achieve this lofty goal, that does not mean you haven’t succeeded.
Make sure you celebrate the wins along the way. Comparison is the thief of joy… unless you are comparing with a previous version of your artistic self. Focus on your wins, celebrate your growth and, as I love to say, reach for the moon and you will (at the very least) hit the stars.