For Artists - More Radio Article

MORE RADIO (Canada's radio magazine) asked me to write an article in this month's edition. I thought I would share a little bit about how God has led me along the way and the things I've learned the hard way, as an artist...

I have come a long way from where I started back in 2003 as a worship leader and “wanna-be” Christian rock star (at the time), and I still have a long way to go. I remember my mindset back in those days, thinking that because I have a dream of wanting to be famous, selling a million records, and touring the world, that it would simply just happen. It took me a few years of not getting any gigs, not selling a thousand records (let alone a million), and not being famous, that the dream of mine was just that—selfishly mine. I thank God that along the way He enlightened me to His plan for me and I began to change my motives for wanting to pursue music and ministry as a career.

YOU NEED TO MAKE IT HAPPEN
The biggest hurdle for me was realizing how the business component of ministry was run. I knew that radio would help share my music with a larger Christian community. But no one was going to do that for me. I realized I needed to make that happen. So I spoke with other artists, and industry people to learn how it was done. Then I worked very hard. No one is going to be as committed or accountable to your successes or your failures as you are. Don’t count on getting a break, but consider it a bonus and a blessing if you do.

WORK BACKWARDS
I’m a very goal oriented person and I find I’m most successful at reaching a goal if I first have them clearly defined and secondly if I work backwards from the finish line to develop a plan. I realized along the way that I needed to generate an income in order to finance ministry (travel, hotels, studio time, food, etc.). One way of procuring income is with CD sales. My goal was to sell X number of CDs in a year. I found the easiest way to move CDs was at live worship events. So if I sold an average number of CDs at each event, I calculated I would need to book X number of events per year. I apply that same methodology to most of the goals I try to achieve.

BUSINESS OF RELATIONSHIPS
Recently I partnered with The Brown Book Agency (Matt Maher, Audrey Assad, Margaret Becker, etc.) and I’m so thankful to have a very experienced and knowledgeable management team to guide me through the industry component that is required to support my expanding ministry. Whenever I ask a question, if they don’t know the answer right away, they know who to ask. Sometimes it drives me nuts when an independent artist (like me) works so hard at a chance for a major opening slot or other great exposure, and sometimes all an industry person needs to do is talk to a friend who knows a friend. It seems unfair, but as I’ve come to realize, this business is driven on relationships. My advice is to get to know all the major players in this business. Start with artists, and introduce yourself to radio, managers, agents, pastors, retailers, distributors—everyone. Once you have developed those relationships, nurture them. Relationships are a two way street.

As I have started preparing for the release of my follow up album coming this April, I’ve been exploring some creative ways to move CDs, get more exposure, and reach some newly refined goals through continued discernment in prayer. Because I am so thankful for the time investments other people have made in me in the way of support and guidance, I’m more than happy to chat with you and share what I’ve learned. Perhaps you might be willing to share your insights as well!

I'd love to hear from you artists out there!