Widen the Target

Whether you are an artist or songwriter if you are reading this, you have probably been working towards a very pointed and exact target: Christian music. So when we work on our music we tend to write specifically in this genre. We work very hard to follow the rules, to write what we have heard, and to do it very well. The problem is that we sometimes write a very similar message and style over and over again. Perhaps the problem is not what we are trying to do, maybe it’s that we are aiming for too small of a target.

What I mean by this is that we write for the very tiny, tiny genre of contemporary Christian music, or gospel music and maybe we are painting ourselves, our music, and even our ministries into a box. Maybe we are not using our full skill set and growing to the best of our abilities because we are trying to write only for the small target of what is or would be popular in the Christian market.

The Fallacy of Christian Radio

Despite the fact that Christian radio is very hard to compete in anyway, most Christian songwriters and artists think that this is the pantheon of success. And so they write songs to compete with the other worship and Christian pop songs that are on the charts right now. The funny thing is not many people can or will work towards the quality it takes for radio. More so, they don’t write the kinds of songs Christian radio is even looking for.

The other big problem with Christian radio is that it really doesn’t reach the lost – only the believers. So is your goal just to write songs that will be enjoyed by other believers? I mean there’s nothing wrong with that I guess. But again, it’s a very small market. Can you do more?

Are You Really Going to Tour?

For years we have operated with every artist that they can tour to reach the lost, and to sell CDs and make back their album budget.

The truth is that it’s very hard to book yourself into events, especially if you are not doing it full time. So the act of contacting churches (which really don’t need more music) is quite mystifying and downright scary.

The Scary Low Digital Return

Anyone who has released music to digital sources like CDBaby, Spotify, and iTunes can tell you, you won’t be making rent payments with that money. Sure these numbers change when you have major radio play and touring, but as we outlined above that’s just not in the cards for most.

So what do we do? Maybe it’s time to consider some new options, and it might be time to make our music more accessible. I’m not saying lose your faith folks, but I am saying we need to be smarter on what we are writing, who our audience is, and our real goals of reaching the world.

The Dreaded Crossover

If you remember back in the 90s it was the time with Amy Grant and Michael W Smith were crossing over into pop (some would say secular) music. At the time, there were detractors and supporters on both sides. But no one can argue that Amy Grant widened her audience.

After all, reaching the lost is really our main mandate. The Great Commission does not say go where Christians are and play music that they will be comfortable with. So maybe writing some of our music that can be played outside the church isn’t such a bad idea.

Now, secular radio is even harder than Christian to try and get traction, but I’m not talking about radio necessarily.

The Hard Share

How many times have you wished you could share your music with your friends only to realize if you did it would be a hard conversation or perhaps uncomfortable situation you were not ready for. I’m not saying God did not call us to have hard conversations, but sharing with people at work, or family, or strangers is very difficult when you don’t know their where they stand as a believer.

Writing something and creating something that is more than just Christianese gives you the ability to reach a much wider audience with your message. Sometimes that can mean we have to be a little stealthy. But that allows us to get in doors that we could never get in with our normal message, which can sometimes offend ears that aren’t ready to hear it.

Reaching a Bigger Audience (And a Bigger Return)

Another area that is hard to get into and reach for Christian artists is the world of the film, TV, commercials, etc. Since most of this business is done in Los Angeles, it’s a hard sell to get a Christian song or even a song by a blatant Christian artist through the process that will get their music into a project. This is another reason to think outside the box when you are writing your songs.

This is another reason to think of a new way to say a message of faith, or love. Maybe a way that could be construed by a Christian audience as Christian, or by secular audience as just more positive faith and love.

Now I understand many of you may see this as being disingenuous, or even a cop out. But if the point is to make this a career (read: make income) and to really reach the world for God, then maybe we have to open up our box just a little bit.

Maybe your next song you can use ‘you’ instead of ‘Jesus’. Give the song a chance to reach a wider target of listeners. Believe me, God will not get His feelings hurt if you don’t use His exact name in all songs (besides those are our words not His.)

Just some food for thought. Would love to hear your comments below.

Have a great week!

EC
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Eric Copeland is president of Creative Soul, a company that helps Christian artists and songwriters move to the next level in their careers. For more information on how to get started with us, click here.

What We See Out There

In a few weeks to open the year, we will be doing our “State of the Christian Music Industry” blog and PDF eBook. This will be a report in a way of what we have heard from the major labels, mid-level labels, and others throughout the Christian music industry. Some of those interviews are still going on.

But before I do, I wanted to share some preliminary things we are seeing in the industry from our side, especially in the strange year of change called 2016.

The More Things Change

“Things do not change; we change.” – Henry David Thoreau

What I am starting to see is despite the move from CDs, to downloads, to now streaming, nothing has really changed. Well, except sales. It used to be people had to buy a record, tape, then CD to hear music (other than the radio, and that’s the next topic). The surprising stat is that people are consuming music as much or maybe even more than they ever have. It’s everywhere. It’s not worthless, but we may have to think of it another way.

Moreover, live music being performed for people has never been more popular. This is not a change, from like….ever. Music has always been consumed en masse in live settings.

Even though there has been a whole century of recorded music that has seen an industry rise, stumble, and now get back on somewhat even footing, there has always been live performance. Every artist still judges their success not by how much they sell, but how busy they are. They are informed by how much demand there is for them as an artist.

So things have never really changed, even in the 20th century from the phonograph all the way through streaming in the 21st century. It still comes down to how much people come to see you.

Radio Rules

Yes, I can’t believe it either. But traditional, terrestrial radio is still THE thing that labels seem to invest in the most for the promotion of their artists. When you think about it, it’s not that hard to understand. I have a 2016 vehicle that still defaults to the radio, even if my fancy Bluetooth or USB cable is interfacing with my phone. So many times, if the station I have as default is playing what I like, I’ll leave it on.

And I’m a music person, who cares every second what my ears are hearing. Moms taking kids to soccer, or folks going to work who don’t “live” music like the rest of us are just happy to have something on. They don’t care what it is. So, when the new Lauren Daigle song comes on, then sure they are happy to give it a listen.

Since the labels are so focused on the Top 30 radio stations and networks, fighting over it against themselves, there is no room for indies. We still lose out on that game in the major radio audience. But there may be a market and way to reach other smaller radio stations. It just costs money and is very hard to know what you’re getting for your money. And it may not matter without touring and…

Publicity and Marketing

These are also areas of the industry that have changed…but not changed. Sure, there is Twitter, and Facebook, and Instagram, and YouTube, and they have changed the way we get the word out there. But are they really any different than TV commercials, junk mail, or ads in newspapers? All the social media tools are just current delivery systems. One day even they will be replaced by holograms, virtual reality, or some other thing.

The thing that never changes is there still must be a story. There must be something unique to tell about the music.

Less is More

One change we are seeing is the trend that in this new culture of streaming and less sales, artists are choosing to do singles and smaller projects like 5 song EPs more. We have noticed this trend at Creative Soul and are trying to serve it.

Now, it may still make perfect sense for traveling or busy artists to do full projects with 10 songs. They simply sell better at your table than EPs or singles.

Well, that’s enough for this post. But we have more info coming. Stay tuned. Follow this blog to the right, or join our mailing list for more current info and opportunities.

Have a great week!

EC
—
Eric Copeland is president and lead info hound at Creative Soul, a consulting, production and marketing company devoted to building and supporting Christian music ministries for over 25 years. Find out more about us at http://www.CreativeSoulOnline.com

Why We Must Market Our Music

“There ought to be an artistic depot where the artist need only hand in his artwork in order to receive what he asks for. As things are, one must be half a business man, and how can one understand - good heavens! - that's what I really call troublesome.” - Ludwig van Beethoven

It’s very simple to make music.

Even if you spend a good budget on a professional music product, with amazing photos and graphics, the “making the music part” is kind of easy. And to be honest, it’s super fun!!

But the hard part comes after you make your dream recording. You’ve got this awesome representation of your music and ministry, but how in the world do you let the world know about it? How do you get the music out to the masses?

“And then….depression set in.” – Bill Murray, Stripes

This is the one place many artists fall down, and truly where artists who you see doing well are excelling. Sure, you’d think its easy for a major label artist to be seen and heard because they have a label behind them! But the real reason they succeed is that the label puts gobs of money and huge effort in the marketing of the music, not just in the making of a product.

Why I HATE Contests

"Competitions are for horses, not artists." - Bela Bartok

It seems like such a good idea doesn’t it?

A chance to see where you stand in relation to other artists and songwriters! For only a small fee! Sure, the odds are low, but what if you won? Wouldn’t that be just the thing to take your music or songwriting to the next level?

Surely God has put this contest in front of you for a reason! He wouldn’t have had you find that website, receive that email, or hear about the contest if He didn’t have a grand design in mind (well He actually might, but not the way you think when you enter! More on that below.)

Plus, you reason, even if you don’t win, think of all the valuable feedback you’ll receive! It’s a no-lose scenario!

While these all seem like great reasons to jump into the next American Idol, The Voice, or other singing or songwriting competition, here are the reasons I wish you wouldn’t.

Music for Nothing?

For some reason, musicians the world over (maybe even more than other artistic people like authors or painters) have become obsessed with their music being “worth” something. That if they aren’t earning enough to pay their bills, and make a nice life, then music just isn’t even worth doing.

It’s probably due to the crazy 20^th century and how the phonograph, album, and CD made billions of dollars for musicians and record companies for just over 100 years. But now that the internet has brought music to the world through cheap and free streaming, music folk are screaming that they aren’t getting paid enough.

Why Content is King: 10 Reasons for 10 Songs

“Even though the album is an endangered species, can we try and make a coherent and good one, even if it's like making a horse and cart at a Nascar conference?” - Chris Martin

I wrote a post a few months ago extolling the virtues of the three types of music releases you could do, a 10+ song CD, a 4-6 song EP, or a single. I made a case for each of them. After further review, I’ve decided while EPs and singles have their uses, I have chosen the winner.

An album with 10 or more songs is my clear favorite for artists looking to market themselves most effectively. Why?

Here are my 10 reasons for 10 songs (or more):

The Music Never Died

“Many people die with their music still in them. Why is this so? Too often it is because they are always getting ready to live. Before they know it, time runs out.” - Oliver Wendell Holmes, Sr.

It’s a story I hear often from artists and songwriters, especially late in life. They had the music in them growing up, they had started to pursue it, and they even had found some success. But then life got in the way. Job, marriage, children, health issues, and other things forced them to put music aside for the time being. 

Then years went by. Sure, every once in a while they’d think about it, play an instrument, sing a song at church, but for the most part, the music was just a thing they “used to do”.

But it never completely went away. It never left their mind, their heart, or their soul.

The music never died.