To be a musician today you need a lot more than musical talent. You need a marketable angle, a niche, a crowd, following and live act to perform, merchandise, licensing. You need to be a whiz in brand, marketing, legal, business strategy, pop culture, technology, networking and small business accounting. Record labels are no longer the gatekeepers or laying on the massive earn-backs, but they’re also not doing all the marketing. How does this all work? One artist that has moved with the times is Jan Hellriegel, from major label star, supporting Jeff Buckley, releasing 5 star albums through to owner and runner of an independent publishing company Songbroker.
July 6, 2017