The Art of Music Monetization: “Creation”

Create GOOD music...

There, I said it in the first sentence of the bloody blog. All of you with formulas for “getting rich” in music and to you followers who will try to emulate a popular song with one of your own are morons, cheaters and will ultimately fail. Do your own work…

So, it’s really simple: create good music. I didn’t say that doing this was “easy” — I said it was simple. As a human being, we take most things that are simple and make them ridiculously hard for no apparent reason. At the same time, we love to decorate ourselves in the trappings of the creative process. I chuckle to see how my friends fawn, primp and pose with their instruments on social media to look more “legit” as a writer. It’s like the black and white busts of Beethoven or Mozart from the 18th century. These famous composers sat for their sculpted “selfies” just as we do now. But the actual process of music creation can be as clean or messy as the person himself or herself. Making music is like giving birth or dying. So, get creating and you can clean up the “mess” later.

Here’s my definition of “good music” (in the context of monetization):

Its original. You didn’t copy, steal, sample or pilfer someone else’s work (without permission) — which is uncool and illegal simultaneously.

It has something to say. This is tough. Have we covered everything we need to say in the ten billion love songs that have been written and recorded since World War II? Maybe. So, what if the song is dealing in real and authentic experiences, feelings and even events? (True songs are more compelling than made-up characters) When we start talking about social media marketing this will be key. Is there a lesson or something that people come away with from hearing the song? If it’s a dance, thrash or smash song — — does the song unchain the listener?

The production and performances are the BEST YOU CAN DO. What’s worse than crappy performances, sounds and production? Answer: nothing. Frankly, people expect the music to SOUND awesome. So, creating anything less than awesome is stupid and pointless. I think it is crucial for any creative person to know what’s going on in the world at the moment they are creating their recordings. Pretending to live in a cave or an ivory tower that shields you from how music sounds now, is a pathetic excuse for not being responsible for how your music will sound in the forest of other music that is being harvested daily. Be aware. Be interested. Be humble.

This music is both honoring the “rules” (of the industry) and breaking them simultaneously. They say that you need to know the rules before you break them — for example, in Michael Jackson’s music on his “Off The Wall” album you hear the previous 40 years of R&B, pop and soul music while forging a new sound that sounds as fresh today as it did the day the album came out. Greatness.

To be fair, my own music does not always adhere to this rigorous definition. However, these points exist for me as a context and a possibility. I find being challenged on this level inspiring creatively.

When faced with the same results in your music career — — you might want to finally decide that: new actions = new results.

So, as you sit down to create another song, piece or work — — ask yourself: “Why does this music exist?” Is it about creating something or trying to validate me to others? As you might have seen in answering the “10 Questions” — — the issue of validation in the area of monetization is insidious. Why? Your ego will try to force an outcome. Your ego longs for success. Your ego wants to see BIG numbers. You cannot tell, force or cajole a listener to do anything. Therefore, your ego is a useless hurdle in the process of Effective Monetization.

Here’s another question: Why should the audience care about this music?

Pretend they know nothing about you, why you made it, your background or your intentions. Well, actually, in a streaming environment — they won’t. It’s always amazing to me how artists believe that the audience will know the providence and backstory to their music. In fact, the song pops-up and either they like it enough to keep listening or they don’t. WHO CARES WHY YOU WROTE IT? Seriously. Artists who insist that people “understand” the nature of their music is arrogant academic bullshit and their egos on overdrive.

The minute that someone hears your song it becomes their song in their experience and part of their life. You want this to happen. Trust me.

Without your needless explanations, biographies and backstories for the listener — consider that the music itself needs to be compelling enough to care about. You being “popular”, a celebrity or coming from a story outside the confines of your music may drive people to the music (for a moment) but it won’t keep them there. It will create “buzz” and hype but the ultimately the experience of the music will not be satisfying and the audience will dissipate instantly.

Quality music creates the conditions for a lasting relationship.

So, as part of the process of creating music — — we have the following:

• It’s original in terms of design or intention.

• It’s telling a story that’s real and authentic.

• It’s produced as well as you can do it.

• It’s making and breaking the rules.

• It’s compelling to the listener.

• It’s their (the listener’s) music.

Creating music ultimately comes down to a very, very personal process that will be released in a very, very public way. When talking to music students I like to say: “the most personal music is the most universal.” You might ask: isn’t creating personal music part of the process of being “real” and “authentic”? The answer is: maybe. Most artists hate being vulnerable. They resent that their music must be confessional to be compelling. Music fans can smell superficiality. Yes, thousands of “dumb” songs have become worldwide hits. However, these novelty songs won’t last. They will get their moment and it will end. If you are interested in creating songs that last, be prepared to open your heart and your heads. Great songwriters like Joni Mitchell, Leonard Cohen, Tom Waits, Bob Dylan and many others embraced their opportunity to share their thoughts, feelings, insights and personal experiences in a great tune.

You might ask: “How does music creation in this context relate to monetization?” If so, you’re not paying attention. Seriously.