HMMA syndicated Journalist – Bernard Baur

In today’s wired-up world, instant gratification is the norm. Anything we want, any time of the day, can be immediately accessed and enjoyed. While that capability is impressive, and often convenient, it has led to a change in thinking that is not very constructive… especially among emerging artists.

Nowadays, an awful lot of artists think their career is gong to take off like a shot. They believe all they have to do is put their music out there, upload it to iTunes, and success will be theirs. Somehow, magically, their songs will be heard and loved by the masses without further effort.

Are you kidding me? Most acts take years and years to achieve any measure of success. Dave Matthews took over 10 years, No Doubt took 9 years, Lady Gaga took 10 years and two record deals, Katy Perry took 9 years and two record deals… and the current kings of rock, the Kings of Leon took 11 years and three albums (on a major label) to hit it big. The only artists that achieve instant success are on American idol, or Britain’s Got Talent. Their longevity, however, is another matter. Once their TV exposure expires, their careers often go with it.

Although life is fast today, the road to a musical career hasn’t changed that much. In fact, it’s harder than ever now. Anyone who can sing a tune or play an instrument thinks they have a shot. As a result, the competition is greater than it’s ever been. Yet, an enormous number of artists believe they will be heard through the noise, because they have talent, chops and songs.

Let’s get real… We all know great acts that haven’t made it, and mediocre ones that have. Why do you think that is? It’s because, today, it’s about more than just the music — other factors are involved. It’s been like that for decades. Sure, it didn’t use to be that way, back in the dark ages 40 or 50 years ago, and it’s not necessarily right or even preferable – but it is the way it is. And, accepting reality is difficult for some people.

That doesn’t mean artists should give up their dreams. But, it does mean they should learn something about the business and what it really takes to achieve success – like marketing, promotions and an extraordinary live show. Really, artists only have one another to blame for this change. Many acts have accomplished amazing things, because they figured it out. Unfortunately, now, everyone – from industry to fans – expect every act to do the same… and that takes time. Just because the Internet gives you access to the world doesn’t mean the world is listening to you. It takes planning, patience, and lots and lots of work before anyone knows you even exist.

—Bernard Baur

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