My career of two decades and counting has been one big DIY fest. I would wager a guess that so are most careers, quite possibly in most businesses. My Dad had a career in the consulting engineering business and throughout my blissfully happy childhood I never thought for a minute that our daily bread was ever in doubt. Just last year he published a book, in which I read that for the most part it was all touch and go. It was rare for him to know three months in advance what was going to happen, where the money was going to come from.

There went my theory about the perks of a stable career in a stable profession.

*****

Similarily, what we tell young musicians about how the business of music works needs further attention. Like, really. Many of the panels at TGE sort of beat around the bush on key issues. Panelists spoke eloquently about passion and commitment, but were suitably hazy on the details.

Sure, everyone understands that the reason you want to work with someone is because you like what they do and you like them as people. But when was the last time you got a PR to work for you for no fee? When was the last time an agent worked with a band on compassionate grounds? Since when was a publisher a charitable organisation?

In order for there to be a business, music has to generate income. If your band business doesn’t generate any, your day job business needs to subsidise your band business until the latter becomes the former.

You can passionately believe in believing passionately but no amount of glamorised bullshit is going to change this fact.

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Then I went to see some gigs.

Judging by the amount of hyped up bands on show versus the amount of good musicians in them, I’d say that some artists would rather spend money on a PR campaign than music lessons.

With so many completely interchangeable bands at TGE it occurred to me that the fashion manual they read is probably in the top 10 on Amazon. It will also be on the list of banned books come revolution…

And if anyone needs to be reminded just how many bands there are out there… bloody hell, it really is quite a lot. Question is, how does one stand out in a crowd?

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If the rest of them are looking that way, why don’t you look the other way? Right now. Do the polar opposite without delay. Instead of being one of a million you want to be one in a million. Doing things differently will get you there.

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The foreign dignitaries at our showcase said afterwards that it was refreshing in a sea of nondescript indie bands to see our artists on stage, because they were different. Well done, our bands.

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When you meet a lot of new people in conferences such as TGE, you need an “elevator pitch” that summarises what you do in 24 words or less. In my general schpiel about us and our artists, I said of The Manic Shine that they were without a doubt the best musicians in town that weekend. Some didn’t understand. I reiterated by saying that they’re the only band in town capable of blowing people away with their chops. Some were still left looking lost.

Why is it bewildering to discuss musicianship at a music conference?

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I went to see a bunch of legendary record producers, lead by the very amazing Trevor Horn, talk about music. Trevor said that before the 60s the UK wasn’t known as a major world power musically. There was no Debussy, no Tchaikovsky. I’d never thought of it that way.

The extraordinary thing that’s happened since the 60s is that the UK has become a world leader in pop music. Indeed, for all my ranting about the state of music, all I need to do is go to any other country in the world to know that we’ve never had it so good.

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A cool vignette: I met with a band who expressed interest in working with us. I spoke about how I felt about their music, what they were doing and how. My monologue ended in silence and I thought, shit, I’ve gone too far too soon. But then one of them cleared his throat to say that it was the best thing they’d hear from anyone they’d been talking to over numerous similar meetings.

My ideas, admittedly, are usually low on glamour and high on work ethic. It was cool to see a bunch of young musos react so positively.

In my very last meeting a journalist said that we have a really good reputation as honest people who love music. That put the spring into my step and I dragged my tired bones towards the train station to get back to civilisation.

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I had a great time at TGE. We did deals. I made a lot of new friends. Discovered new ideas and new concepts about this business of music. Many thanks to the Department Of Trade And Industry for organising a stellar networking event at which I made a ton of international contacts. Thank you to everyone who came to our showcase. Thanks to our staff for running it smoothly. Thanks to the bands who did the business when it mattered.

V.

Singer Si has this to say:

1. Why do you make music?
We make music as a reaction to all the different aspects of our lives. It’s the best way for us to express ourselves and the only thing we are 100% passionate about. Music has become a lifestyle for us. Music is what we have done so for the last 10 years, since we were teenagers and it’s imprinted in us now.

2. Who inspires you?
Inspiration comes from everywhere and everything. We’re inspired by not only the music we listen to, but the stories people tell us, photographs and pieces of art we see, the whole world around us can be inspiring, even at the worst of times!

3. How did you meet each other?
We all met when we were at school. Me (Si) and Rik have been best friends all our lives, living next door to each other throughout our childhood. We went to different secondary schools, Rik met Stuart and I met Oz. Oz and Si started jamming, Rik learned the guitar and started to join us. Stu turned up a bit later on, claiming to play bass (though at the time had just picked one up!) and that’s how it has been ever since!

4. When did you decide that being in a band was an idea worth pursuing?
Around the time all our mates went to University, we made a decision that we wanted to play music instead and do our best to make a success of it. We had left school and the time felt right, we were able to gig more, write more and in doing so, gained a small, but loyal following. So we bought an old van and started to gig as much as we could!

5. What is the process of writing and working on a track in your band?
Usually, I (Si) will write on my acoustic, a rough idea for a song, scribble down the lyrics and then take it to rehearsals. We play through it a few times building up ideas, rhythms and work on the melody. Once we have that we try to look a bit more in depth at the dynamics and the structure of the song.

6. What does your music sound like to you?
Garage Rock, with a vein of punk running thought it.

7. Where do you see the band in five years?
We want to still be writing music that we enjoy playing! We want to be touring further afield and to larger crowds, where we see our live show thrive and develop. We’re a band that are in it for the long run and want to produce great music that people enjoy for years, even decades to come.

The link from band to label was a manager or a lawyer. They had connections. With connections you had a shot. Without them… yes, you get it.

Now, in a social media driven world of super connectivity we in the arts can be in business directly with the end consumer. It’s great. Very liberating.

I confess that I don’t know all the ins and outs of how One Direction conquered America, but the story is that they focussed on social media over anything else, and for quite a long time, too, before setting foot on American soil. If they can do it, why can’t a cool artist?

More to the point, why are so many emerging artists still approaching us with the same problem: we’re not getting anywhere. No one’s listening.

We’re all agreed, I guess, that there’s a lotta stuff out there. It’s hard to get noticed. It’s equally true, in many cases, that what is being sold isn’t that great. The problem is that with little investment going into new music, new artists try to sell unfinished work. Part of it is obviously a money thing and partly it’s because there still exists that myth about unsigned bands’ demos being discovered like in the old days. Either way, it’s a lethal combination that prevents an artist from truly connecting with potential fans, from making progress.

If the purpose of a demo used to be to demonstrate the potential of a band to a record label a&r, how should one approach the concept of a recording nowadays, when we’re all selling direct to fan? I believe it places ever more importance on the quality of what a band does. I’m not so sure that fans are into buying potential. As a consumer I certainly want the real, finished deal.

Say anything you like about One Direction – poking fun at pop stars of their ilk is like shooting fish in a barrel – but they do something that people like. Sure, they have Sony behind them, but if, IF, it’s true that they rode the social media train to the top of the charts, then you in a band reading this have to shut up about people not getting what you do because…. because…. well… you haven’t got the connections and… contacts and… you know? The net is pretty democratic in that you are what you is and people react to it by tuning in or… navigating elsewhere.

If the required reality check is brutal in tone, the good news is that there’s hope. Again, it comes in the form of new technology.

Last week an artist we work with successfully reached their funding target on a fan funding site to help them make their debut album. It’s a stellar achievement. Fills me with incredible hope about the future of music. We’re all agreed, are we not, that its future doesn’t rest anywhere near a major label. Sure, they’re still huge and powerful and, it has to be said, still release some fine music, but as far as investment in new music is concerned, crowd funding and being proactive in its pursuit is surely the way to go.

You don’t need to sell a zillion records to get a career. All you need is a theatre full or two of people who like your music enough to want to pay for it. Doing the maths reveals that having 5000 fans who are all willing to pay £30 a year for the privilege of enjoying your art (buying music, attending gigs, buying merch) will generate £150,000 in receipts. Some of it, let’s for argument’s sake say a third, will go towards expenditure. That leaves you a whopping £100,000 to share between you and your manager.

If you’re in a four piece, that means £20k each. You may make more working in an office, but being in a band is more fun. Fact.

You may not be anywhere near those kind of fan numbers. Maybe you’re nearer to a percentage of it. That’s cool. The idea is to build things. Instead of seeking exposure to the masses, why not focus on the niche? Narrow your search. Find fans one at a time.

Do it over time with laser like focus and determination and you will, if your offering is good enough, get a career.

Don’t tell me it doesn’t make perfect sense. Don’t tell me it doesn’t fill you with excitement and a sense of purpose! Don’t tell me it doesn’t make you feel like everything is possible.

It doesn’t? Then you’re on the wrong website, the wrong meeting, the wrong business.

Because it sure as hell has me fired up.

1. Why do you make music?

We all grew up on music and were brought up in musical families and naturally being huge music fans its the only thing we’ve ever wanted to do.

2. Who inspires you?

Apart from our musical influences I’m personally inspired by film & art. I’m also extremely inspired by the family friends and life i have around me and powerful personalities in sport such as Jenson Button and Ronnie O’Sullivan.

3. How did you meet each other?

I met Phil in London at music college it was love at first sight and then i met Ben in brighton at music college and it was also love at first sight so i got us all together started jamming and it rocked from the word go.

4. When did you decide that being in a band was an idea worth pursuing? For me it was a decision i made from a very early age i think i was 12/13 when i let school become 2nd to music.

5. What is the process of writing and working on a track in your band?

I usually come up with the initial idea which could be a Riff, Chorus or a tone or a sound then i get inspired by that make a demo and take it to the guys jam it out then perfect it.

6. What does your music sound like to you?

Its sounds passionate somtimes angry with a grungy alternative rock vibe but somthing you can sing along too. Its very much about ‘the song’ rather than who is the best guitarist drummer or singer etc. Musical Olympics isn’t our bag!

7. Where do you see the band in five years?

Making records full time tour full time with the likes or Seether, Nickelback etc playing Brixton academy as a headlining artist and being a well respected artist.

1. Why do you make music?

We make music because we need a release from the everyday bull shit the world,work the media and the government throw at us. We want to make people forget about the real world when listening to our music.

2. Who inspires you?

We’re inspired by house music, 80s music and anything with a repetitive beat. Inspired by the dance floors of Europe and the carnivals of south America.

3. How did you meet each other?

We met eachother drinking in our favourite bar “Greens”.

4. When did you decide that being in a band was an idea worth pursuing?

When you do a show and people dance there’s no better feeling than makin the room move.

5. What is the process of writing and working on a track in your band?

We always start off with beats were lucky because Alex has a music production degree and Tom used to play the drums. We always record the song before playing it live we start with an idea and build on it bit by bit. Always leave it for a day and come back to it with fresh ears.

6. What does your music sound like to you?

Our music to us sounds like a party at 3 am.

7. Where do you see the band in five years?

In 5 years we wanna be constantly on the road well established and playing Europe. Our sound is always progressing so who knows what the future holds!!

1. Why do you make music?

We make music? We were under the impression we were making loud baffling unfounded hubbub….if we were to make music it would probably be because we’d enjoy making it, for it own sake and goodness. And, obviously, the free hand jobs with every guitar solo. Obviously.

2. Who inspires you?

Animal from The Muppets comes to mind. Our parents (rock n’ roll). Almost anything/anyone can be inspirational if you give them enough thought. Weirdly, as we discovered on tour, for a rock band we sure do listen to a lot of jazz piano trios. The problem is we’ve each got our own circles of inspiration that overlap so to name a few wouldn’t do that huge list justice. But hell…..we’re massive Tool fans….

3. How did you meet each other?

Ozzie met Orren at the ACM music summer school in Guildford in 2006 on the basis that anyone who looked like a pirate in real life was bound to be good for some chat. After knowing each other for a week, they then moved into a house together the following year to start music college. This is where they first met Hutch, who they’d also only just met and, naturally, was also moving in. Tamir, Orren’s broheim, was introduced as they ventured into that other country (Scotland) to jam together at a local festival. And the rest is……….probably to long to fit in this paragraph.

4. When did you decide that being in a band was an idea worth pursuing?

Pretty much the moment we realised that playing music was the one thing we were good at and the one thing we enjoyed more than anything else – a young age for all of us. That being said, it’s a tough moment when you realise that the dream you have has a heavy duty real practical element to it, like someone isn’t just going to give you that Mercury Nomination you think you deserve because you dreamed about receiving it and it all looked so plausible. Nothing comes from doing nothing. Something comes from working your ass off.

5. What is the process of writing and working on a track in your band?

In a nutshell?
Garageband -> rehearsal -> discussion -> Garageband -> rehearsal -> gig -> gig -> tour -> album.
(insert discussion freely everywhere in the chain)

6. What does your music sound like to you?

Like metaphorically blending your ipod. And then slamming it into a Rock sandwich.

7. Where do you see the band in five years?

Love this question. The wonderful nature of dreams means that they expand and contract depending on how realistic you are. The future is uncertain. But we would say that we will for definite be touring the world, earning a living from our music and playing to 1000′s of adoring fans. It’s going to happen (obviously).

Listen to the album here

1. Why do you make music?

Because it’s what we love doing most. It’s so great working with each other because we come up with things that the other wouldn’t have ever thought of, but it works so well. I think if we carry on the way we’re going we’ll be able to make a career out of it!

2. Who inspires you?

We’re all inspired by different things… I guess other musicians/bands is the obvious thing. I know Rusty (the drummer) saying a while back that he’s biggest kick is being able to make people dance. For me personally I love song writing with Rusty and Steve (bass) because they’re just brilliant at what they do and that makes me have to be a better so I can keep up. I think that applies to all of us.

3. How did you meet each other?

We all met at a music college, they’re becoming pretty popular these days !

4. When did you decide that being in a band was an idea worth pursuing?

Probably as soon as we were all in the same room. I remember that so well, Rusty and Steve had written this great track and needed the right guitar on it and somewhere along the line Rusty asked me to come along and it just worked perfectly. I was so nervous! Top 10 day that day!

5. What is the process of writing and working on a track in Little Signals?

One of us will bring an idea and then the others follow. Sometimes they write themselves right there and sometimes they take a few practices or get scrapped! All totally equal input.

6. What does your music sound like to you?

Like a lot of fun.

7. Where do you see the band in five years?

Still together going strong with a few sync jobs under our belt, a couple good tour supports an ever growing back catalogue of tunes! Cannot wait!