Entertainment

20 Apr 2011

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What is the Product?

What is the Product?

Meeting after meeting, artists tell me they need to record a new CD, or are just about to record, or are in the process of recording one. The first question I ask is “Great! What are you going to do with it?”

They look at me dumbfounded as if I am stupid. “Well we are gonna try and sell it of course” they say.

“To who?” I ask. “Well, our fans” is the usual response.

“What fans?” I ask probing further. “You mean the 176 fans on your twitter account?” “The same 30 fans that keep coming to your shows in the same city that you never get out of?”

“What are you going to do with the rest of the CD’s that are sitting in your garage after you sell 50 of them and have run out of fans?”

“What is your marketing plan?” “Who are you going to distribute it through?” “Better yet, why are you recording a CD for a fan base that doesn’t exist yet?”

“Do you have a provable demand for new music that will at least allow you to recover the investment cost of making the new CD?” 99% of the time the is of course “No.”

Needless to say from a business standpoint this is bad business. You don’t invest money into something that you have no idea or plan to make money/a profit on.

My point is: If you haven’t developed a sizeable fan base from shows and social media, you have no need for a CD until there is an actual demand for it or at least a big enough fan base to market it to. Let’s say you have a CD but you have only managed to sell 100 copies of it and you still have plenty left over. Don’t you think you should sell those first before making a new CD?

Obviously at this point you still don’t have a demand for your music, so why do you need a new CD? Your current CD still hasn’t been heard by anyone yet, so it isn’t old music to anyone but you. Wouldn’t it make more sense for you to focus on developing a demand for new music by selling your current CD and generating a fan base who actually want to purchase it?

You need to resist the “artist” urge or need to create before it is time. That doesn’t mean stop writing, it means don’t pay for something you can’t sell. Don’t be fooled by the numbers on your social media accounts. I am talking about actual true fans, not just people who follow you because you followed them or because you bought a program to add followers.

The first thing the artist needs to realize is the CD is NOT the product; it’s a piece of merchandise. TheARTIST is the product. The artist has to create the demand for themselves/live performance before sinking a ton of money into multiple CDs, let alone one CD.

You can have t-shirts and other things to sell as merchandise through a developing rabid fan base that actually wants to purchase your merchandise. This will help keep costs down. The priority is developing the artist not the CD. The artist should be working on his/her/their image, social media campaign, the best live show possible and booking only. Once this has achieved a certain level, the artist can then worry about a CD that their fan base will demand. Bottom line is that if no one wants to see you live, you have no need for anything. You have to make them want to see you live and want to make the purchase. That comes from a killer live show. Practice, practice, practice, write killer songs that have a hook and melody and blow them away onstage. Period.

The proof is in the pudding with the live show. You have to win over the audience and develop them into fans. If you do this, they will stay fans and will buy your CD when you finally do release it. Not only that, you will have a nice building up to — and can actually pull off — a great “launch” and have impressive stats from the fan base that is actually demanding and waiting for this merchandise.

“Jesse James Dupree” of “Jackyl” was on my radio show “Live From Music City” and flat out said (which I wholeheartedly agree with) that they didn’t approach anybody in the business or do anything until the were constantly selling out shows at the bars they played all up and down the east coast. That was when they had a need for a team and were ready to shop for a record deal. Then they could take their pick of labels because all the labels wanted them. It was the single best piece of advice on my show ever. Here is the interview for you to listen to: http://ht.ly/4EErD. There is simply no need for much of what most artists THINK they need until there is a demand for the artist themselves.

Simply put, if the artist would focus on the essentials; booking, image, developing a fan base and PR the rest would take care of itself. Everyone wants to do it backwards; they want everything now and have no patience. Business doesn’t work that way and when you work harder and not smarter you tend to not succeed and also are in danger of completely burning yourself out.

A simple strategy you can adopt is to record two or three songs that you can offer on digital download to tide people over until there is a need for a CD and that you can use to help market yourself with.

You can make a couple of videos to put on YouTube that should be very high quality. Rehearse your band till they are perfect and then pay a professional company to video record your performance of these songs at a good venue with a sound man who knows your sound.

Put them up as single songs and market the heck out of it with social media. YouTube is the destination spot for new music discoveries now. This is a much smarter use of your money. This not only allows for people to discover you, but share your music. Most importantly, assuming you play very well live, you can use this to show venues that you are worth booking based on the crowd in front of you and your actual performance and stage presence.

Develop the artist first then once you have a fan base you can create a CD to sell. No point paying for something you can’t sell to anyone. Be strategic in your plans and definitely plan! Don’t just do something without thought of the benefit of it and how you will get it out there.

Good Luck!

07 Mar 2011

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When Does an Artist or Band Need a Manager? Part II

When Does an Artist or Band Need a Manager? Part II

In the first blog I wrote on this subject http://wp.me/pu8Se-E, I commented on some of the basic requirements that bands should have before approaching management for help with their career. So that the artist or band knows what to have in place before approaching a manager, let’s dig a little deeper into what a manager is looking for in a band before he is willing to take them on.

First and foremost, an artist or band does not ever really need a manager if they are not gigging consistently for pay. The manager has to have something to work with and if the artist or band isn’t running a business, there is nothing to manage. An artist has to put in the work, sweat, blood and tears sometimes for years before approaching management. That probably means doing all the work first by yourself or hopefully with some help if you can find it.. A manager doesn’t want to manage an artist or band that isn’t willing to bust their butt as hard as the artist or band is expecting the manager to bust it for them.

The role of an Artist Manager is a more than full time job and it requires the same ability to deal with rejection, frustration and being overwhelmed as the artist or band deals with but on a much bigger level. A manager should add structure and stability to the current situation, but doing management takes a lot of work and the artist or band needs to have proven ahead of time that they have what it takes to make it in the business at least with work ethic.

An artist or band doesn’t get the excuse about how overwhelmed they are with personal life, health, work or anything else because the manager they chose doesn’t either. Everyone expects the world from their manager and very rarely has the money or wants to pay for the help and the unbelievable amount of work it takes to launch a career and keep it going. If the artist can’t put the appropriate amount of time and hard work into their career in the beginning — such as booking their own shows, researching appropriately who they need to contact, what are the proper steps of submissions, having a consistent image that is original, a good sized fan base and this does not mean less that 25,000 fans at least, a branding campaign and a good understanding of social media — then the manager has nothing to work with to get them to the next level. This also shows the manager that this particular artist or band isn’t willing to do what it takes in most cases.

There is so much information out there for an artist or band to read and learn about the business that there really is no excuse to not know the basics anymore. Assuming that a person really wants to make a career of this, then they will do all the research it takes just like any other business owner has to do to be successful.

The manager has to take this artist or band and sell it the labels, booking agents, publicists and anyone else that is needed to make their career happen. The manager should have something to start with that might need to be refined, smoothed over and sometimes even rebranded, but at least the manager gets a good feel for what the artist is capable of and how hard they worked to get there. Often this will require a good amount of time and money that the artist has to be willing to put in to launch their career, but there is really no other way around it. The artist should expect to work as hard as they need to, to make this happen for themselves especially since they expect their manager too.

In the beginning an artist or band might need to pay for hourly consultation instead of full-time management. This is something they can do with a manager who offers these consultation services and it can greatly help an artist or band develop a road map or direction for their career. They can work on it at their pace and have more consultations when the goals laid out have been reached. It is highly recommended that a band do this to help avoid a lot of the pitfalls of the music business and it can put them on a “fast track” to launch their career.

Another important thing to remember is that the manager has to do the very same thing for their own business. While they are managing everyone elses careers and businesses, they also have to do the exact same for themselves. It takes just as much planning, branding, design, phone calls, etc., for a manager to build his own business in order to be effective for his clients. If he can juggle all these responsibilities, it is fair that he expects any new prospective clients to have been actively working their careers with the same amount of work ethic.

Take the time to time to really look at your careers and work towards your goals. When you have achieved those, then approach management appropriate with the proper cover letter and press kit.

Good Luck!

04 Mar 2011

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More Social Media Etiquette When Approaching Entertainment Industry Contacts

More Social Media Etiquette When Approaching Entertainment Industry Contacts

A while back, I wrote a blog on “Social Media Etiquette When Approaching Entertainment Business Contacts” http://wp.me/pu8Se-4 and I can see I need to expand upon that topic. For those of you in the entertainment industry looking for the person to help you get your big break, you need to understand what you should and should not do when approaching them. It will only help your chances in getting the help you need and increase the odds of success in an industry where “making it” is very slim.

First off, don’t spam people with your links of any kind. That is the fastest way to getting no one to pay attention to you. If you use twitter, do not have an auto DM set up with your links for people to check you out. Develop relationships first; if you are interesting to them they will check you out. Otherwise, you are just another spammer.

Secondly, don’t send the same message to a hundred different industry people on your open time line for us all to see. That is another sure way to make sure no one pays attention to you. Don’t be so lazy and don’t be so insulting to our intelligence.

Thirdly, if we do check you out, we will check your account first before watching your video or visiting your web page. If you act unprofessional, use horrible language, do nothing but hit on other people then we know how professional you really are by that alone. Do not engage in any type of unprofessionalism, slander, libel, or any other thing that detracts from your true goal. Nothing says unprofessional faster than your behavior online. Stay clean, focused and use appropriate language and marketing. This goes for industry professionals as well.

Fourthly, don’t ask them to RT your music for you when they have a list of their own clients they are trying to promote. That isn’t fair to their clients, and usually they won’t anyway unless it’s a personal friend. Please remember, our DM boxes are filled with requests all day long from people asking us to “check them out” or “do you have any advice,” all this on top of our already overfilled days of work. Our jobs as managers, agents, PR — or whatever role we fill — is to get OUR clients form of entertainment out there, not anybody elses.

Lastly, make sure you know what they do before you contact them asking for representation. Look at their list of services. If they don’t say they are a talent agent, then don’t ask them to be yours. You can’t get everything from the title of a company. Do your research and make sure you don’t waste anyone’s time.

Good luck!

21 Oct 2010

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The Show .. What To Wear?

The Show.. What to Wear?

by Sass Jordan, The Lowry Agency Artist

I Want To Believe

Stage clothes .. the dreaded task …

Long ago and far away, there were once fascinating, flashy, shiny creatures that lived under lights and on stages with smoke and fire and loud, rhythmic noises .. we called them ‘Rock Stars’. They were akin to the mythical dragons that once roamed the earth, and they are now extinct. They wore colors and jewels and wonderful fabrics, they had astonishing manes of hair, and there was really nothing subtle about them … they were mighty, and they lived in magical lands that the rest of us had no access to except when we would go to see them do their thing on a stage or a television show.

FlashForward … Today. Now everyone you know is either in a band, has a family member in one, or a friend in one. Music has become ubiquitous everywhere you go, and EVERYONE thinks they can write it, play it and perform it. Or pretty much everyone. The general public has become so desensitized to almost everything that it takes a gargantuan effort of will and ambition just to be noticed at all! One of the old ways has survived, though, and that is the ‘image’ that you project. Your image is largely defined by the clothes you wear and the way you style your hair and makeup, and of course, last but not least, the way you carry yourself.

Finding the right clothes to express you AND your music is a tough task, made all the more so these days by the mass availability of shiny, flashy clothing, which used to be the domain of rock stars and movie stars – but, like I mentioned, today, everyone’s a star, baby !!! Your choice of clothing has to reflect your style of music as well as be eye-catching, if you really want it to work for you. We went through the antithesis of this in the early ’90′s, with grunge and garage being the fashion, but in the end, I think people want their entertainers to give them something to aspire to themselves – albeit perhaps in a slightly more toned- down manner.

The guidelines I personally use for stage clothing are these …

1. Is it comfortable? Does it move with me or against me?

2. Is it restrictive in the diaphragm area?

3. Is it transparent? Is it reflective of light?

4. Will it get caught in the mic or stand or whatever?

5. DOES IT MAKE ME LOOK FAT? (LOL)

6. What is it saying about me in general?

When you are on a stage you don’t want to wear something that is going to make you blend into the background – you wanna wear something that is going to be eye catching .. it’s part of the show! Of course you will make mistakes and wonder how your friends could have let you be seen in public like that .. but hey, that’s why you need new friends .. (joke). In the end, I try not to wear anything that is going to distract from my performance, either from my point of view or the audiences. I once saw a really great singer who was wearing a rather short dress onstage, and honestly, I spent so much of her performance worrying about people trying to look up her dress that I basically missed the show. Another time, the singer’s jeans were so tight that when he put his leg up on the monitor whilst singing, the whole seam split open, and left him hanging there, so to speak … it took me a whole week to recover from the sore muscles from laughing so hard and I remember NOTHING else about that show.

24 Sep 2010

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Picking The Right Professional or Team for your Career

Picking The Right Professional or Team for your Career

The power of social media has its pros and cons. The pros obviously are the ability to network and get your message out there. The cons are you don’t know whom you can trust. With so many people out there saying how great they are and making huge promises you have to be very careful about whom you choose to share your info with and put your hopes and dreams in the hands of. In the entertainment world it’s a crap shoot to begin with, so make sure you spend the time necessary researching the people who are offering their services to you or making huge claims about what they are going to do for you in the “industry”. Also make sure you research exactly what they do or the services they offer so you can decide if it’s really what you need as an artist.

I recently did some research on a person who claims to be in the music industry. For the past year, this person has been making huge claims about how they are going to “change” the industry with a new platform. First of all, from what I understand, a platform like the one they hope to “change the industry” with already exists. I believe in practicing what I preach, and began to research this person. I contacted a well-known, reputable friend who has been doing business on Music Row here in Nashville for more than 20 years, asking if they have ever heard of this person, their company or their work. My friend is in the same area of the business as the person who is making the claims, and my friend sent an email out to all contacts. The result is that no one had ever heard of this person who claims to be “revolutionizing the industry”. There is no bio on them, no track record, no website, no clients, no proof of anything showing that they can do what they say they can do. Even worse, they are not listed on ASCAP, BMI, SESAC, Harry Fox or Music Row as what they say they are. Now you have to be listed with at least one of the following ASCAP, BMI, SESAC or Harry Fox to be what they say they are, so this leaves you with either (a) they are a fraud, (b) they don’t know what they are doing, or (c) they are possibly operating under a different name, which also means their online presence is a lie. They have been putting together a team of people who, like them, seem to have no real track record. You can see that in how they promote themselves on the web. Don’t work for a person, or hire a person who doesn’t have their own business together with proper imaging, websites, photos, content and most important – actual proof of their work. This is the entertainment industry. Image and proof of solid work is everything for everyone, not just the artists.

When picking out people you want to work with, please review and research them in detail. Never trust an online profile that doesn’t list any information about themselves, their company or who they work for. Ask their clients if they are happy with their service and make sure they have legitimate things happening for their clients. Make sure there is a proven track record for the service they claim to provide. If they don’t have anything to show for their success then it’s a big risk. Especially pay attention to how they behave online with their twitter and other social media accounts. If they behave unprofessionally – flirt, make huge promises, offer a special free of charge opportunity to a hundred different people for months on end, make false claims against another with no proof or get involved in mud slinging then run and run fast. That is not professional behavior and they will treat anyone like that, including you. It will hurt the chances for your career to be involved with someone who behaves improperly, especially in the music industry, where the reality is that the odds are already stacked against you. If their followers or fans grow at a very slow rate, that is also a sign. It means they have nothing to offer content wise. They aren’t adding value to the industry, so know one is paying attention. It takes more than listing followers and saying nice things.

Not everyone is a huge success or a huge business, that’s not the most important issue; making things happen is what’s important, proof of work. Finding a professional or a team that is hungry and works very hard is what matters the most. Never fall for promises that are huge; this business is too hard to make any kind of claims and promises – that is the reality. When evaluating a person or company, let their work speak for them instead.

Please read our blog “It’s All About The Team Baby” by Sass Jordan, a Juno and Billboard award winning artist and former host of Canadian Idol for more on picking the right team! http://lowryagency.wordpress.com/2010/07/20/183/

Good Luck!

09 Sep 2010

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Writing Songs

Writing Songs

By Sass Jordan, The Lowry Agency Artist

Damaged

Writing songs is one of the main reasons I wanted to be a singer in the first place. I have ALWAYS had a lot to say, and what better way to say it than in a song? The thing that many people don’t realize is that writing songs is a skill, and needs to be developed as such. My first attempts were so clumsy in their construction as to be laughable from my current viewpoint – but we have to start somewhere! Some of the most magnificently skilled writers live and work in Nashville, Tn – and that is where I have had some fantastic writing experiences.

A song has to be written with a form in mind. There are myriad forms, many of which you will be familiar with, but only a couple of which you will find any resonance with. The particular genres that interest me, for example, are country rock, americana roots, hybrid and blues rock. I can write in the pop genre, but I’m only marginally good at it, mainly because it’s not as interesting to me as an artist/performer. I can hugely appreciate a good pop song, but I’m not that skilled at the craft. Look at people like Max Martin and the infinite genius of Tears For Fears – yes, Pure Pop for Now People indeed!

Are you targeting a specific goal, such as a particular radio format? You’ll have to study the way the majority of the songs that play on those stations are constructed.For example, listen to the songs of a band like Nickelback … it’s a certain style that they use in the structure and the songs are hugely crafted by the production approach. It’s shared by other bands like Shinedown, Theory of a Deadman, Default, Disturbed, Avenged Sevenfold, Hinder and Breaking Benjamin, to name just a few. They all have their roots in the ’90’s to me .. coming out of Seattle’s Alice In Chains and Soundgarden, but with more of a pop sensibility.

Lyrically, it’s tricky to walk the line between cornball, conceit, confusion and just plain crap. A great lyricist is a god, as far as I am concerned. One of my favorite things is to try to find ways to use cliches with a twist. A master of this approach would be someone like Elvis Costello, or Joni Mitchell. One of the most erudite songwriters ever, Joni is a master of painting the soundscape with words – her, Robbie Robertson, and John Forte, the story-tellers, among a great many others …

Songwriting, like song – listening, is so personal, and so powerful. Writing a song that touches many people is possibly one of the most wonderful achievements you can have as a musician and performer. It’s a gift … use it well. And thank you, from your potential audience…. me.

03 Sep 2010

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Do Yourself and Us a Favor

Do Yourself and Us a Favor

As many of my blogs, I am writing this in response to an interesting email I got a few days ago from someone shopping me as a booking agent. Now anybody who does their research and reads my website about our services (this email was submitted through my website) will notice a distinct lack of any reference of booking as a service. That would be because we are not a booking agency. We are a management firm, which is plainly spelled out in the “about us” section of the site. If you follow us on twitter you will see a few booking tweets as we do try and help our clients book shows, but like all true management firms, we try and find real booking agencies for our clients.

Anyway, the people who were emailing me sent no information about themselves for review. No press kit, no websites, not a thing. Now anybody in any form of the entertainment business knows that you always have to SUBMIT something to be considered for ANYTHING. A generic email is the worst thing you can possibly do to try and get professional help. I was nice and replied back, saying thank you for the inquiry but please submit the appropriate information as listed on our website and explained that we are a management firm and not a booking agency. The person emailed back saying “I am one of the most well-known (popular – whatever you wish to call it) independent authors on the market today and one of the most powerful female Horror authors in history.” So obviously they were this big deal and didn’t need help with their business. They only needed help booking because they were so busy with engagements they couldn’t handle the booking aspect anymore and needed help keeping it up. Now mind you, I was perplexed at the thought that someone didn’t actually need help with their business (because we all do). I looked at the one link they sent back — now I was really confused. This was a MySpace page, and a very poorly done one at that, with no scheduled bookings on it at all.

So to reiterate, no press kit, no websites, no proper submissions, no visible bookings, no way to corroborate the “awards” and “incredible popularity” this person was purporting, I was shocked at the arrogance portrayed in their email that they didn’t need help and were too big for that and obviously knew better than my agency did. Evidently the importance of branding, image, professionalism, marketing, social networking, how to approach industry professionals wasn’t important to them and they didn’t realize the power of being the best your business can be in all areas to increase whatever current success your are presently enjoying.

So the moral to the story is . . . please don’t waste any professional’s time if you aren’t going to do the research about their firm first before approaching them. If you think you know more than the people you are approaching, don’t approach. Don’t ever send a generic email. If you don’t see submission policies, ask for them politely. Then when you do submit your information, describe what kind of services you are looking for. The agencies don’t take the time to answer people who aren’t respectful and submit properly. Those who don’t submit properly are showing that they aren’t ready for the professional service anyway because they haven’t taken the time to be professional themselves.

Good Luck and do your homework!

19 Aug 2010

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The Comfort Zone

The Comfort Zone

Often times when trying to make a career happen or anything else for that matter, we tend to stay in a safe place. We do only what we are strong in and never work on our weaknesses. You see this a lot with musicians practice routines where they only practice what they know and avoid what they don’t. We are scared to reach out and try something new. It might be technology, social media, new venues, new band members or numerous other things that make us nervous. We are scared of change in general, as is human nature. We shy away from what we don’t understand or from the unknown.

Unfortunately, we never know what is coming tomorrow and security is usually just an illusion. How many times have you experienced or watch someone loose a secure job, or a relationship that seemed secure and perfect only to find out it was far from the truth. It catches us by surprise and it’s a major shock to the system. It makes us nervous and scared to try new things, but in order to move forward, we need to step out of the comfort zone in order to grow.

A very popular quote from Albert Einstein is “The definition of insanity is to do the same thing over and over and expect different results”. In your artistic career, if you aren’t getting the results you need or desire, then you need to try something new. You need to do things that you don’t like or may not be comfortable with. You are responsible for making it happen especially since you are most likely doing this all on your own with out a team of people to help you. Another popular quote is “Successful people do what unsuccessful people aren’t willing to do”.

As an example everyone knows that social media is the future and most are already late getting to it. I have heard countless times from artists/entertainers that they don’t like doing social media. They don’t like twitter because it’s seems so trivial. “What do I say?”, What can you put in 140 characters?” or “I just don’t get it, it isn’t my thing.” These are the reasons or excuses that I hear for people not doing what is necessary for their careers. Let me tell you as an artist and business owner, there are a lot of things that aren’t “my” thing. I still have to do them to be visible and stay competitive.

In a world where the same big paying opportunities to be signed by a major label aren’t there, the artist has to find ways to get their product out there. There is none cheaper than social media and since most artists are always saying they aren’t making any money gigging, they have no reason to not use social media.

I am encouraging you to step out of your “comfort zone” and put together a plan that will help you get to your goals. Do the things you don’t like to do and you will be way ahead of those who aren’t and are at the same time setting yourself apart from the pack of mediocrity that is out there.

Good Luck!

20 Jul 2010

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“It’s All About The Team Baby!”

“It’s All About The Team Baby!”

by Sass Jordan, Artist – The Lowry Agency

Stronger

Let’s face it .. you don’t do this alone. Even if you do all the work, and all the administration, booking, accounting, publicity, photography, performing, playing, travel planning, blogging, tweeting, booking, touring, advancing, writing, phones, ALL of that, and more, you’re still not doing it alone, because you do it for the fans – and they are what help you continue. As long as they want to see and hear you, you’re not alone.

On that note, the most important thing you can do for yourself and your work is to assemble a team of people that can facilitate the process for you. I think this holds true in pretty much any endeavour, but we are speaking in music business terms here, so that’s where we’ll focus. The craziness of running a musical ‘business’ can be pretty overwhelming. There are so many endless details to take care of, above and beyond the honing of your craft and developing your musical skills. I honestly have nothing but the utmost respect for performers who have managed to become well-known and can work consistently. Even if I don’t care for the musical style or even the personality, I still have huge respect, because I know what it takes to pull it off. It’s not for everyone. You need the courage of an lion, the patience of an ox and the energy of a jack russell terrier!

Probably the best place to start a team with would be with a personal manager and a booking agent. You can build everything from there. I know people who have started with an entertainment lawyer .. but that works kind of the same way, because big entertainment lawyers know EVERYONE in the business end of things, and they can definitely hook you up with managers and agents, as well as publishers and record distributors etc. A manager is a wonderful player to have, but as usual, finding one who is going to be able to do the job the way you need it done with the budget you probably have, is a challenge.

You have to decide up front how you are going to pay people. That is a massively important point. If you are getting into a situation where you are signing on with a big management company, you will have little choice in the way things are done, and rightly so, as you need them far more than they need you. The thing to remember is, it is never THEIR name on the marquee, so any problems or situations that arise will be attributed to your name, not theirs. If you are hooking up with someone who is as unknown as you are, there are different things to watch out for, namely, do they have any experience at all, and how much will they understand what is going on and what needs to be done. The main selling point for a big , successful company is that they have endless contacts and lots of people that owe them favors. The downside is that you get lost in amongst all the big fish, the ones that make them all that money and favors. The main selling point for an unknown is that they are as hungry as you are, and have as much to prove as you do, therefore will work tirelessly on your account, with no other acts distracting them, and they will work to make you money, because that is how they make theirs! The downside, of course, is that they often don’t have a clue what they are doing, and they don’t have the clout to get you hooked up with other people that can help the cause.

In the end, you are going to have to go with your intuition and your own feeling on everything, as there are no hard and fast rules. If you have respect and integrity, you are likely to find that comes back to you – perhaps not every time, but by far most of the time. A team is the greatest thing you could have as a performer … and I wish you nothing but the best of luck in building one!

30 Jun 2010

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Developing Your Own Style

Developing Your Own Style

By Sass Jordan, Artist – The Lowry Agency

What I Need

The key to the all important ‘style’ is absolute knowledge of your vocal limits and strengths. I remember a couple of years ago, I was doing a songwriter circle, and one of the other songwriters was an artist I love, by the name of Ron Sexsmith. We were doing a group number with Roger Hodgson, of Supertramp, (another one of my faves), and there was a hideous out of tune issue going on .. we were trying to find the source of it, when lo and behold, Ron held up his hand and said .. “Guys, it’s me. I can’t sing in tune. It’s my style”! It broke the ice, and we laughed non-stop from that moment on.

The thing is, Ron wasn’t really kidding – that wavery, blue tunage type of thing is very much ‘his style’, and it completely suits his amazing songs and melodies. He is a consummate artist in that he knows what works for him, what delivers for him-and he doesn’t try to be anything he isn’t. It’s the same as anything else – you know if you’re a size 6 shoe, you ain’t gonna be wearing a size 10!

You have to develop your thing from a variety of influences. First of all, what type of styles do you love and admire in other singers? I was (and still am) a HUGE Chaka Khan fan, but there was no way in HECK I was ever going to be able to sing like her – I just can’t do it physically. However, I developed a couple of tricks that I use now, that came from trying to imitate her sound. Same with Tina Turner, Paul Rogers, Lou Gramm, Steve Perry, Al Green, Curtis Mayfield, Leon Russel, Dr. John, Linda Ronstadt, and a host of others.

Another thing to consider is the style of music – there are certain types of phrasing etc that are intrinsic to certain styles. I personally think that Stevie Wonder is the originator in large part of a very popular singing style we have been hearing for the past fifteen to twenty years. Singers like Mariah Carey and Christina Aguilera are skilled at it. It incorporates a lot of what is known as ‘vocal gymnastics’, but to be good at it you have to know when to lay out. Less is ALWAYS more.

Your sound has more to do with your physical structure than anything else. If you have a great big resonant skull, like Pavarotti, you will be able to make sounds that other’s with less cranium can manage. It’s also down to lung capacity and the strength of your diaphragm – all massive contributors to sound and style.

The development of personal vocal style is like the development of your personality, and actually works hand in hand with it. Age and experience are two factors that cannot be underestimated in terms of their impact on a singing style. Your style is the one thing that sets you apart from other’s, and is an identifying feature, along with your tone and personal energy. The great thing is, there will only ever be ONE of you, so you never need to think about ‘competing’ with another singer, which goes against everything music is. People either resonate with you, or they don’t. NEVER worry about it!

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