Music Creator Roadmap - Part 7 - Key Teammates for Each Path

Welcome to part 7 of the Music Creator Roadmap breakdown. If you have not read parts 1-6 be sure to check them out here.

Here’s the flow chart again for your reference:

Now that you understand crucial industry roles and have the right mindset for building the team, let’s explore how each path can approach building a successful team.

Each path on the roadmap represents a corresponding business model, and therefore a different array of team members will be needed to execute each business model well.

Let’s take a look at each path and the top three roles that you should prioritize when building the team.

The Touring Performer Team

As you can see from the flow chart, the Touring Performer path runs straight into the booking agent. To build a successful business as a Touring Performer, you will need a booking agent that can get you in front of bigger audiences.

If you need more info about how to get an agent, go back and review Part 2 - The Touring Performer. For this post, let’s identify the top three other teammates that you need and how you can attract them to work with you.

For a Touring Performer looking to build a top-notch team, it is crucial to find an Artist Manager, build relationships with Show Promoters, and learn to leverage a strong Marketer. Here’s the rundown…

1. The Artist Manager:

   • Why They’re Vital: They’re your career architect. They strategize, coordinate your team, and keep your ship sailing smoothly. Without a manager, you may drop the ball on important tasks, which explains why most team members prefer for an artist to have management before they come on board. A strong manager will attract other strong teammates.

   • How to Attract Them: Show potential. Have a unique angle and a story that is compelling. Managers want artists who are more than just talent; they want a vision they can grow with. Network effectively, and be sure to follow up with potential candidates. Make your presence felt locally, and ensure your online footprint is impossible to ignore.

2. The Show Promoter:

   • Why They’re Essential: They are the ones putting on the events and buying the talent. Show promoters can get you in front of bigger crowds, get you paid for your performances, and help you build a buzz with booking agents.

   • How to Get Their Attention: Build a following that's loud and loyal. Document your shows, crowd sizes, and fan interactions. This data is your currency when partnering with promoters, so make each gig count. Make sure promoters remember you not just for your music but for your professionalism. The goal is to be the artist they think of when an opportunity arises.

3. The Marketer:

   • Why You Need Them: They turn your music into a movement. They’re behind growing your brand and converting casual listeners or concert-goers into die-hard fans.

   • Drawing Them In: Be a brand, not just a band. Have a clear, compelling identity. Show that your fan base is more than numbers; it’s a community. Marketers are looking for artists with engaged followers who interact, share, and advocate. Be open to marketing strategies that push boundaries. Show potential marketers that you're not just another artist but a creative partner who's willing to explore and innovate.

In essence, for each role, it’s about showing value and growth potential. Make them believe in your music, your mission, and your marketability. Be the artist they can’t afford to pass up.

Remember, awesome people want to work with other awesome people. So being awesome is your first priority.

The Creative Artist Team

For the Creative Artist Path, the top three teammates you need are The Distributor, The Label (or Marketer), and The Publicist. Here's the breakdown…

1. The Distributor:

   • Why It's Key: As a Creative Artist, your bread and butter is online presence. A distributor gets your music on all major platforms, maximizing the number of places where your music can earn revenue. The right distributor can help you land playlists that move the needle and be your champion to DSPs. If relevant to your genre, a distributor can also help you get vinyl into all the right record stores. Vinyl can turn into a big revenue stream for artists as we learned in my recent podcast interview with David Macias from Thirty Tigers.

   • Attracting Them: Have a solid catalog and a growing fanbase. Show them numbers, not just talent. Distributors love data: streaming counts, social media growth, and fan engagement. Prove you're not a one-hit-wonder but a growing brand. If you are seeking an exclusive distributor, try to get an introduction from someone in your network.

2. The Label/Marketer:

   • Why It's Key: Labels bring resources, connections, and marketing muscle. If you're going indie, a marketer is your arsenal for brand building and audience growth.

   • Attracting Them: Create a buzz they can't ignore. Use platforms (like Spotify, TikTok, YouTube, etc.) to showcase your potential for hits. For marketers, it’s about showing them a brand they can sell AND actually having a big enough marketing budget to make an impact (think $3K-$10K per month).

3. The Publicist:

   • Why It's Key: They're your storyteller to the world. A good publicist crafts and spreads your narrative, getting your name in blogs, playlists, and media.

   • Attracting Them: Be newsworthy. Have a story that's more than just music. Publicists love artists who stand for something, whether it’s a unique style, a compelling background, or involvement in noteworthy projects or causes.

In summary, these roles are about expanding reach (distributor), amplifying your voice (label/marketer), and crafting your story (publicist). Your job? Be so good they can’t ignore you. Build a brand, make waves, and let your music and story do the talking.

Remember, don’t seek a publicist until your marketing systems are properly set up! Review part 5 for a deeper explanation.

The Writer Producer Team

For the Writer Producer path, the top three teammates are The PRO Rep, a Publisher or Sync Rep, and an Attorney. Here’s how to attract and leverage these key roles:

1. The PRO Rep (Performance Rights Organization Representative):

   • Why They Matter: PRO Reps can actually take an active role in developing writers and artists. It is rare, but it happens. And PROs have vast resources and connections that they can leverage. If you are in a ‘music city’, the PROs likely put on events and showcases as well.

   • Attracting Them: Register with a PRO and actively engage with their resources. Show them that you're serious about your craft and understand the business side of music. See if you can get a point of contact at the PRO that you can develop a relationship with. From there you can find out more about the PRO’s creative programs and/or promotional events. In my experience, this information is not easy to find, but it does exist!

2. The Publisher or Sync Rep:

   • Why They’re Crucial: They unlock revenue streams for songwriters. A publisher can get your songs cut by bigger artists and sync reps can get your music into TV, films, ads. Great publishers and sync reps are good at finding places where your music earns more money.

   • Getting Their Attention: First off, make sure you are in a city like Nashville or LA that has a lot of publishers in it. As we discussed in the post on the Writer Producer Path, you need to be writing with as many talented people as possible. If you are good and you write a lot, that will eventually lead to writing with people that are already signed to publishers. Write amazing songs with those people and you will get the attention of the publishers. If you want to get into sync, you must create 'sync-friendly' music. Learn the sync business – what kind of music is in demand, how licensing works. Network at industry events focused on sync licensing. Show you're not just a creator, but a savvy businessperson who understands the value of your music in different contexts.

3. The Attorney:

   • Why You Need One: As a Writer Producer, it will be crucial for you to make sure that you are properly documenting your songwriting splits and master ownership percentages. You will need legal documentation for each song you work on, and if you are doing work for hire, you will also have to negotiate a lot of production contracts. As you grow, you will also need to understand how publishing deals and sync licensing contracts work.

   • Drawing Them In: Network to find referrals for attorneys who have helped artists secure publishing and record deals. Be willing to invest money for their time. Show that you’re an artist with a plan, not just a dream. Be willing to give them a commission if they can help you build your team. It’s important to note that a great attorney is a huge asset on all paths, but perhaps most crucial for the Writer Producer.

These roles are about safeguarding and monetizing your music. As a Writer Producer, your network, understanding of the industry, and professionalism are key to attracting these essential team members.

The BIG Takeaway:

Make yourself an irresistible magnet to the right people.

You're not just looking for a team; you're looking for believers in your music and your vision. If you are releasing music, then you will need to develop a strong marketing skill set to stand out to potential team members.

Next, we’ll begin breaking down the Three Step Process for releasing music that I outlined on the Music Creator Roadmap.

As you can see from the flow chart, all roads lead to marketing. So just embrace it and get determined to consistently grow your audience with every new release.

Let’s get it Homies!