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Your talent doesn’t matter as much as you think!!


Why having “talent” doesn’t mean success will happen for you.

How many times have you looked at an artist that has what you want; a contract, tens of thousands of fans, Money and so on and asked yourself, Why them?
We’ve all had those moments. I remember watching bands on MTV back in the late 1980’s and early 1990s and thinking, “this is bullshit, I can play better than that.”
Well, get over it buttercup… Do you honestly believe that your talent is unique? Do you believe that your songs are better than anything else out there right now? Do you honestly believe that because you’ve been out there in “the business” playing out and busting your ass for years to make it that you should be handed the recognition you believe you deserve? 
Well… I’ve got some bad news for you, None of that matters!…  I am 100% in agreement with Justin Wang’s Commentary on Danielle Bregoli ( The “Cash me Outside” Girl ) Getting signed By Atlantic records. In the real world the music industry is, in fact, a popularity contest. And as Justin said, The record labels are a Businesses, NOT an arts endowment. Label reps and execs often get into the business because of their love of music but once they get into these positions they have to consider and protect their company’s Bottom line. That is the nature of business. The sooner you learn that the better chance you have to make the necessary choices to get your own music career moving in the right direction.

Some things you need to understand about the Music Business

The first and most important thing you need to understand is that this is a business and your artistic integrity doesn’t matter much to anyone but you. That being said, artists can still maintain integrity, But you need to maintain control in order to accomplish this. This is why as an Indie artist you HAVE to put certain things in place to protect your own Bottom line.
The second thing you need to understand, Your success and musical destiny is 100% up to you. and you need to have a way, a compass, so to speak, a method of determining if you are the correct path for you. when I work with artists and bands I begin by recommending that every artist establish a Minimum Viable Business Plan or MVBP. This plan does not have to be overly complex, it is primarily comprised of a “compelling vision” and a set of goals that relate back to that vision. Artists or bands can adjust the plan as they see fit.
The third thing you need to understand is, In this post file sharing version of the music business, What I call the Music Business Version 2.0, That the music consuming market has changed but the industry has struggled to learn from these changes and keep up. The Music industry 1.0 sentinels want to find a new way to control the Market they way they used to in 60’s, 70’s and the 80s. But The cat is out of the bag and I don’t see that version of the industry surviving, new players have stepped up to take advantage of the big labels weaknesses. Services like cdBaby, iTunes and other Indie distribution services have established themselves and many artists have accepted these services as the new standard in the music business But most artists don’t recognize these services for what they are,  just a remodeled version of old school industry middlemen. These services cut into artist profits by charging sign up fees and profit sharing on sales without actually having to take the risk that a label might take in signing an artist.
The Forth Thing you need to understand, all those things I mentioned above in the opening statement, your “unique Talent”, your “Great songs”, your hard work and your “Dues paid”.  all of those things put together wont get most of you one step closer to your dreams. Your “unique Talent” isn’t as unique as you think it is. There are literally thousand, Tens of thousands, of artists out there that can play your instrument or sing or make beats just as good if not better than you. Just browse through You tube sometime.  You’ll find some kid half your age that plays whatever instrument that you do as good if not better.  Maybe you do have some great songs But, that doesn’t matter if you don’t know how to get them heard by the right people (The Fans) And all your hard work and years in the business don’t mean you know what your doing when it comes to PROGRESSING your career. In fact if you have been in this business for more than five years and you can’t honestly say you make your living entirely from your music, Then you are doing something wrong.

A Final word

If you Take anything away from this post it should be this; The Music industry is NOT fair and talent and hard work wont take you all the way. What you need to succeed is a way to ENGAGE your fans that is unique to your own personality and to build a musical identity that your fans can identify with while at the same time building a solid business plan that doesn’t rely on anyone else but you to succeed, one that also suits your unique needs as well as those of your fans. I want you to watch the video and read my words and recognize that this is the way the industry does business, The “Cash me outside” girl will get her fifteen minutes of fame. So what… In a year or two she will be just another memory in the music industry hall of shame. And let this be a reminder that the music industry doesn’t care about the quality of what they endorse.  The industry is desperate to hold on to what little influence they have left. The real shame here is that some artist on the Atlantic label roster is going to be put on the JV team while they milk every penny out their new one trick pony.

My name is Richard Artichoker, I am The Founder and Creator of the 7th Gen Academy for DIY Musicians. I have been involved with various aspects of the Music Business for 30 years. in 1992 I founded the hard Rock band "7th Generation". I stopped playing out live 13 years ago but continue to research the music market and digital sales and marketing techniques and I want to share my experience and knowledge with you.
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DIY Music Business 101


My name is Richard Artichoker, I am The Founder and Creator of the 7th Gen Academy for DIY Musicians. I have been involved with various aspects of the Music Business for 30 years. in 1992 I founded the hard Rock band "7th Generation". I stopped playing out live 13 years ago but continue to research the music market and digital sales and marketing techniques and I want to share my experience and knowledge with you.
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Using fear to Kickstart your DIY Music Career

Fear and Doubt in The Music Business

fear, DIY Music career
Fear can kickstart your DIY Music career or it can send you on a long detour

I quit the music business 20 years ago…

I told myself I was quitting because I was tired of the nonsense, the backstabbing and the people that I had surrounded myself with who did not seem to understand what it was that I wanted to get out of my music career.

But I’ve recently come to realize that this is only partially true. The reality is, I’ve done a lot of hanging around behind the scenes, peeking in on the music business, keeping track of trends, learning about digital business techniques in the music industry and talking with other musicians. The truth of the matter is I still love music and I actually still love the music business despite all of the headaches that come with it.

After a recent discussion with my wife, which was very intense and emotionally revealing; I have discovered, 20 years later…  that the real reason Iquit the music business was simply that I was afraid that I couldn’t succeed by myself..

At the time that I made this decision I had just seen the break up of two promising bands. I spent three years founding and building a band that was beginning to see signs of success. We called ourselves “7th Generation” after a line from a prophecy By the great Lakota spiritual leader and holy man, Black Elk. We had been offered recording contracts with three different labels but the band members themselves were not ready. There was far too much internal strife and I could see we were on the verge of a break up due to conflicts amongst the band members themselves. So I initiated the breakup because I could only see disaster ahead if we kept going the way we were. But I wanted so bad for lighting to strike twice So…  I went out and formed a new band and brought my bass player and drummer along. We also brought in a new singer. Once again,things didn’t work out and the band quickly dissolved. There was no cohesion, no chemistry with in this new group and I was lied to by either the new singer, or the guys who had been with me in my old band and who I had called brothers. So I told myself that I had no one in my life that could understand what I wanted out of my career and that there was no one to help me achieve what I wanted in my career. Faced with the reality of having to move forward on my own, I let myself give in to the fear and gave up.

Over the 20 years since I made that decision there have been numerous times when I have kicked myself for giving up, for completely changing the course of my life, and whenever I would pick up my guitar It would feel like an old forgotten friend calling out to me, asking me, “why did you give up on me?” I didn’t have a good answer at the time…

Now at the tender age of 50 I finally have come to terms with what was at the root of my decision; to put it simply it was fear and doubt. I had already shown that a person can find successful in the music business regardless of where they live as long as they believe in what they do and they have good music to back up that belief and to share with the world. But I thought I needed to surround myself with people, any people, in order to make me comfortable and there was always that little voice in the back of my mind that told me that I wasn’t good enough even though I knew how to write, record and play the music that I believed in all along.

There was always some part of me however that knew what was really behind my decision to walk away all those years ago, but it took this one revealing conversation with my wife to really crystallize it, to create Clarity in my own mind as to why I chose the path that I chose on that night almost 20 years ago. A decision that took me out of the game and placed me firmly on the sidelines to become an observer for nearly half of my life.

The greatest lesson I got from all of this was that sometimes you simply have to move forward toward despite the fear and doubt.


Conquering the fear


conquer fear, DIY Music career
defeat fear and take control of your own destiny.

One of the lessons my wife taught me was that you simply have to let the possibility of failure exist. You can’t dwell on it, you can’t let it overpower the vision you are working towards. Simply recognize it and move on or better yet, use it as a motivational fuel. The possibility of failure exists in almost everything that we do in life but in so many of our endeavors we refuse to let it stop us from progressing in our lives because the reward is greater than the risk. But for some of us when we try to follow our passion, the dream may feel impossible to reach and so we let fear and doubt grind us to a halt. We might make excuses like, we’re not good enough, or I don’t have the money to do this,or I don’t have the time, I don’t have the talent, my bass player quit the band and so the band has to break up or any number of excuses.  but in the end it’s only each one of us that are responsible for our own success or failure.

In order to defeat fear you must first identify it understand what it is that is the root cause of that fear. Call it out by name and take a good long look at it. Once you do this you may recognize that the fear that has been holding you back may not have any basis in your current reality. For me my fear manifested as a twisted sense of perfectionism where I hold  myself to such high standards that I could never possibly achieve and the end result. This paradox creates a very visceral feeling in me that I am somehow in mortal danger because I could not accomplish the things that I wanted so badly in my heart. This fear, this… Gut feeling.. of mortal danger is rooted  in my abusive childhood. My mother would demand things of me and then Physically or verbally punish me for not doing them correctly. There is one memory That has stuck with me throughout my entire life, that is the memory of her chasing me through the house with a butcher knife because I had made a simple mistake at the age of six years old. She had told me to order a pizza for the family dinner at the local drive inn and I ended up ordered the wrong one. This memory has stuck with me throughout my entire life. And it is manifested as a very visceral feeling of dread and Mortal danger whatever face with a decision or task in my life.

Taking your power back

Despite having a background in personal development and  things like metaphysics, psychology and spirituality; learning to face my own fear is a relatively new process for me. But I will say this, I believe that the answer lies in the conversation that I had with my wife when she told me that I have to take the knife out of my mother’s hand and to stand up to that image of the crazed woman standing over me and then Simply walk away from it.

You are probably wondering, “How the hell does any of this Psych-crap have anything to do with walking away from my music career?”

I would have asked myself the exact same question just a few short weeks ago, and then I had one of those amazing moments of clarity, the kind that make you feel that your eyes are open for the first time. I realized that all of my life decisions for a very long time had been based on fear and doubt.  I was weighing everything against, “well, What if I fail?”  and under those terms it seemed better to just avoid taking the chance. Hence… quitting on a career path before even giving it a chance to have a life. I came to realize The only way I am going to be able to make any significant decision in my life without it being twisted by the specter of a crazed mother chasing me through the house with that knife is to recognize it, take ownership of it and disarm it.

So how does this all relate to you? Most of you reading this blog are saying to yourself, “I don’t have that problem, I am not afraid to succeed in my career.” But consider this… If you are not reaching your goals, your career goals including: Building your fan base, increasing your revenue, and really reaching your potential as an artist… what is holding you back?

We all know by now that The Music Industry version 2.0 depends on new artists working as DIY artist/entrepreneurs and building up a base of success before any decent size label will take a look at you. And especially if you live in the middle of the boondocks like I do you have to get your business hat on. So why aren’t you taking courses in marketing, creating sales funnels, and defining your Niche market? and why aren’t you connecting with your audience on a deeper level creating fanatical followers and not just “fans”? In the end its’ all about letting go of the fear that we might fail, that we might not be good enough, and just really connect with other human beings.


My name is Richard Artichoker, I am The Founder and Creator of the 7th Gen Academy for DIY Musicians. I have been involved with various aspects of the Music Business for 30 years. in 1992 I founded the hard Rock band "7th Generation". I stopped playing out live 13 years ago but continue to research the music market and digital sales and marketing techniques and I want to share my experience and knowledge with you.
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The Purple Cow Principle: How to stand out

On Becoming a purple Cow:

I’m a big fan of Seth Godin…

Purple cows stand Out
The Purple cow concept is key to great marketing and Branding

Seth is an entrepreneur extraordinaire, public speaker and an Innovative thinker who has written several cutting-edge books on entrepreneurship, marketing and business in the 21st century digital world. You can find numerous interviews, workshops and videos by Seth Godin all over the Internet and he always has something new and interesting to say about innovative marketing and Business. The Seth Godin concept I want to talk about today is the Purple Cow. The book “Purple Cow” lays out the concept in the following manner. (Paraphrased) If you drive down pretty much any rural highway in the United States of America a common sight are herds of cows standing in the fields. In certain parts of the country (Kansas, Iowa, Nebraska, South Dakota, NorthDakota)  cows are so common that your brain begins to just ignore them as you would the blades of grass that line the ditches along the roadway. However… imagine driving down the road and seeing, standing among the masses of normal cows, a single Purple Cow! Now this is something that would catch your eye Because it immediately stands out from the other cows around it. It catches your attention forcing you to look at it and think about it wondering how it got there, how it came to be and why it’s there. Your brain instantly is forced to focus on this if only trying to figure out what it is.   This is the nature of how human minds work…

Why The Purple Cow?

Stand out amongst The masses
The Purple cow is the master of standing Out In a crowd

The human mind processes literally millions of bits of information every moment. this information is gathered through the five senses; your sight, hearing, smell, taste and touch all work together with the brain to form a complete picture of the world around you. Because it would take too much time and energy to think about each bit of information that is presented to you the mind has developed a very clever scheme for managing this incredible amount of information.  Because the work of processing information is so energy-consuming the brain has come up with a strategy designed to simplify the work of collecting processing, prioritizing and responding to it. This allows us to function and respond to new information in a timely manner. The brain does this by taking any new information brought in and categorizing and associating it with memories, experiences or concepts that we are already familiar with and then it groups them into categories to allow us to organize information in a more efficient way which requires much less time and effort to process. This is important because, by taking large chunks of information and associating categorizing and Judging it with something we are familiar with we can quickly formulate a response and behaviors that would seem to be appropriate. All of this becomes automatic over time; It’s the reason we laugh at certain things without Knowing what is specifically funny about it or become sad or angry in response to things That we may have never experienced before. However….When something new happens that your brain has NO basis for comparison… Watch out!!  everything goes off the rails!

You see, when your Brain encounters something unique that it is completely unfamiliar with, It has to go into emergency assessment mode. Your brain was happily chugging along on auto pilot and then suddenly it is forced to sit up and pay full attention; it’s something new that does Not fit into a predetermined category.  So the Paleo – cortex (Lizard Brain) is suddenly Alerted… The Lizard Brain makes an assessment and tells us whether we should, “Fuck It, Fight it, eat it or run away from it.” In short, There is a whole new assessment process that takes place and your Brain forces you to Focus and pay attention.

Are you The Purple Cow?

So, what does all of this stuff have to do with you and your Music? In short…. Everything!!

I am reminded of a Forum Post I read once on a major music website, It went something Like This:

Young Musician: “hey guys How do I become successful as a musician?”

Gnarly, old,Jaded manager guy:  well Kid you have to work on your professionalism; Master your craft and then get out there and Play shows whenever and where ever you can, play out for 10 years or more to develop your sound and  oh yeah, stand out and be unique.”

Wow, what amazing insight from someone who claimed to have been in artist management for over 30 years… and that whole “stand out and be unique” closer… Wooooo damn, Now why didn’t I think of that!?? Of course I am paraphrasing again But that was the gist of the conversation and the “stand Out and be unique” part… That is verbatim.

You see, Most people in the music business know that Being genuine and Unique  and standing out are key ingredients in the “Get fame and success in the Music Business” game. But no one seems to know how. For a 30 year veteran to tell a young musician, ” Oh yeah, stand out and be unique”  is comparable to a high school football coach getting his team ready for a game and saying, ” Ok guys, I don’t have a game plan or any plays ready for this team,  but here’s what we’ll do… Go out and make MORE touchdowns than the other team… Now get out there and Win This Game!!!”  you see, for some of us old crotchety veterans of the music industry who make a bunch of noise about how Long we’ve been in the Business…it doesn’t always mean that much.  many old vets are still  trying to succeed and haven’t changed their strategies or their plans in 30 years and are afraid to admit that a Big part of their game plan is basically to hang in there Long enough to get lucky.

Master the art of Being Unique

Here’s The Thing I want to share with you guys… The Music Business is wide open now, and It’s up to you what niche you want to fill and if there isn’t already a niche ready to be filled… Make one. The Key is being Unique and Genuinely you. Remember, Hedwig had his angry inch. That is the Lesson in this post. Find Out what it is That makes you unique and genuinely you and ride that horse till it drops. You have to determine what it is about you, if you are a solo act or if you have a band, that makes you stand out. once you do that… Run with it, take it to the nth degree, have fun, experiment and figure out how to tell that story in your music, your marketing and your Branding.

Sorry,  But there is No simple answer for this one, like so many aspects of the music business, the solution depends on you I can only guide you down an avenue of thought.  But consider This… Sometimes The answer to The Purple cow question is not who you are But in who you want to become… Think, Marilyn Manson, Alice cooper, David Bowie as Ziggie Stardust, Elton John, Freddie Mercury, ; each of these artists succeeded By becoming who they wanted to be and through creating an alter ego Like Clark kent and Superman became greater than they could ever have been before.

** Below is a Link to Seth Godin’s Book “Purple Cow” This link is an affiliate Link and if you choose to purchase this book through The Link I will receive a commission on it’s sale… Thank you in advance 🙂 **


My name is Richard Artichoker, I am The Founder and Creator of the 7th Gen Academy for DIY Musicians. I have been involved with various aspects of the Music Business for 30 years. in 1992 I founded the hard Rock band "7th Generation". I stopped playing out live 13 years ago but continue to research the music market and digital sales and marketing techniques and I want to share my experience and knowledge with you.
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Staying Indie Vs. Getting Signed

Hello once again and welcome back. It’s been far too long since I’ve posted here But sometimes life can demand attention and cause huge distraction from the things you want to do with your time. But I’m back and am looking forward to continuing to provide content to help you, The independent artist create your dream career in the music business.

Should I Sign with a Label?

Let’s face it. trying to make a living and have a career as a musical artist has always been a tough, challenging road to travel. There are no guarantees and plenty of pitfalls along the way. Having a career as a recording artist wasn’t even something that really existed Before the mid – late 1950’s when Elvis came along and poisoned Americas youth with his “Sinful” brand of rock and roll. There were the rare exceptions of course as there always were and always will be But as an industry, The idea of being a “recording artist” Didn’t really exist before Elvis and then the “British invasion” of the 1960’s. 

The Music industry has been through many changes for such a young industry and as most of you are aware, it is once again in the middle of yet another transitional phase; One the ‘industry players”, the labels and big time artists, did not seem to be prepared for…  Independent labels and artists are now a Viable share of the market but market behavior has changed. People aren’t buying CD’s and Going to concerts en masse’ like they used to thanks to internet based technology like streaming.  Industry Players have been screaming from the rooftops, “The music Business is dead!” for years now. but despite all that, The music industry managed to generate 40 Billion dollars in sales in 2015. 

Ok enough backstory…

So as a new artist or even a veteran artist hoping to make it in the Music Industry 2.0 you have to make a choice and the sooner you make that choice the clearer your career path will become.  “Do I stay Indie or take a label deal”.  I’ll be the first to admit, I am a hardcore advocate for staying independent. I am not in any way promoting the idea that being an Indie artists is “easier” than being signed but I do believe the rewards for building your own Business far outweigh any advantages that signing with a label will afford you early on in your career and there’s always the question of whether or not you can completely trust the label to have your back and protect your Business and Brand Interests as your career grows. That being said however…. There are Pros and Cons to each possible path and It is my hope to do my best to provide a fair and balanced Look at  choosing a career path for your Music.

Indie Vs. Signed: The pros and Cons of each

Indie Musician, Labels, Music Business
Stay Indie or Get signed, it’s a big decision in the life of a Musical artist.

For the sake of this Blog I am not going to Put a Lot of energy into talking about signing with a major label. For the vast majority of us, a more likely scenario is that your band/act will be approached by an Indie label owner Long before you ever get any kind of attention from a major label. The decision to Sign with a major label is not a different process than choosing to sign with an Indie label, The stakes might however, be significantly higher.

Whenever I speak with a young artist or any artist really, I always advocate for development of a plan AS SOON AS HUMANLY POSSIBLE.  It simply makes no sense to me to just hang around on the fringes of the Industry dabbling for years if you don’t have to. Part of that plan should include the decision to be indie to to Solicit Labels. You can always change your mind later. There are distinct advantages and disadvantages to each Path and which one you choose will depend completely on you, your career goals and your personality. It is my hope however, to provide information so that you can make a well informed decision and ultimately get on the path to achieving your career goals.

Signing with a label

Getting signed to a label has always been thought of by artists as the “brass Ring” of the Music Business.  Getting Signed by a label meant that you are accepted into the industry and have an advocate to help you advance your career. The Role of the label is to become the Business management aspect of your team. They oversee creation of the products (CD’s and Merchandise), Handle marketing and distribution of those products. and promote you the artist. 


  1.  Funding: depending on how big your Label is they will have Financial resources at their disposal to get you started on producing your album and getting it distributed and marketed.
  2. Connections: Many  indie and mid level labels already have connections into the Local and regional music scene and may also have connections with larger music agents and promoters.
  3. Manpower/Womanpower: If you are struggling to keep a handle on all the moving parts of becoming a Successful musical artist, Being signed can help with some of the heavy lifting by getting you a producer and someplace to record your album, They can assist with promotion and Marketing (although not as much as you might think) They can help with networking and they can help with booking tours. 
  4. Keeping you on task. A good and dedicated label rep can be an important part of your overall success strategy team, Part of the team; They can assist with branding decisions and keep you to deadlines which become important when you are trying to succeed on a Business/financial level.


  1. Short end of the Stick: if you know your Music History you know that there are Numerous examples of artists who have been screwed By their labels. The list is too long to go into but a little bit of research will quickly reveal a long list of artist who have been signed and then found themselves on the bad end of a poor business deal and the relationship between artist and their labels has suffered significantly. Some Famous artists who have made headlines due to battles between themselves and their labels include: Prince, Johnny Cash, Pink Floyd and Tom Petty.
  2. “Riding the Pine”  Every artist that signs to a label believes that they are going to make it to the top and become the MVP  in their labels stable of artists. However, most artists find that many decent sized labels will sign multiple artists in order to ensure that one that will succeed. Artists often find themselves In the role of JV player on a team they thought would be their greatest advocate in the Music business.
  3. Losing rights and creative control: many artists come to the table to sign a contract with stars in their eyes and sign deals that they do not, at the time, know just how much they are conceding to the labels. Some artist deals give up control and ownership of the master recordings, The graphics and even the brand and merchandising to the labels. My own experience with negotiating with Labels Left me believing that the best path for any artist is to remain independent. from one contract requiring my band to pay for all of it’s own promotional materials to our offer from the Now Defunct “Scotty Bros records” which required that half of our first two albums be made up of Cover songs that the label would pick for us…
  4. Passion and commitment: When it comes to Indie labels artists often find that the label owner is as passionate about music as they are However, when it comes to bigger labels… Many Labels are passionate and committed to THEIR OWN success and Not necessarily yours. Artists who have been signed by major labels find that Turn over in the staff can be high and they may be assigned reps that do not have anything in common with the artist.  Major labels are committed to the success of the label first and foremost and even if you are the “Next Big Thing” at the time you get signed things can quickly change and the excitement over your band or act can fade with artists finding themselves in musical limbo with No legal way out because you are under contract and don’t have the financial resources to fight the Corporate machine.
  5. Debt: many artists do not realize that everything the label does for you is a service that is billed to you. recording and producing your albums, Marketing, promotion, Branding all of these things come off the top of every dollar you make. and you the artist may not see much money, if any, from your album or single sales, streaming rights or performance royalties. Your best bet for getting paid is negotiating to keep all of your publishing rights.


Staying Independent


  1. Complete Creative control: Who knows your Vision better than you? Staying independent lets you be the capt. of your ship and guide your career in the direction that YOU want.
  2. Control of your Finances: There are enough People in this world trying to get their greedy little fingers into your wallet. Staying independent means you get to keep all of your royalties, yep; performance royalties, mechanical royalties, Publishing, Merchandising so on…
  3. Direct relationship building: Being independent means that you are in charge of developing whatever kind of relationship you want to build with fans, peers, business partners and so on.
  4. Learning the business from the Inside out: While it may require time, effort and work, Learning every aspect of your bands business makes you a Much more valuable commodity in the Music business world and less likely to get screwed by a middle man agent of some Label.


  1. It is WORK: It’s a lot of work to run a business and make no mistake your music career is a business. if you don’t like to work or thought that becoming a musician meant that you would not have to work hard then you are in for a big surprise.
  2. Personal Responsibility: While Many of today’s gurus talk about personal responsibility as a positive thing, which it is, The reality remains that if your music career doesn’t go where you want it to go the only one you have to blame is your self. 
  3. For the Love of Money: Ah yes, that dreaded concept that mind fucks so many promising artists… Whether you like it or not you have to keep your eye on the Bottom line. managing money is one of the most important aspects of growing your career. Recording and releasing an album, Marketing and promoting, Touring all of these things take money and at the end of the day the ledger has to balance or you will fail. if you are any good at money management however you may soon see your bank account beginning to grow.

It’s your decision

The final decision is up too you regarding the question of, “to sign or not to sign?” But regardless of your decision if you are a new or unsigned artist in today’s version of the music business you will have to build your Music empire on your own until you can get the attention of a label, indie or otherwise. It is important to increase your Value as an artist and an entrepreneur. So…. learn your craft get good, learn Social media marketing, learn how to build a website with a good sales funnel, and get yourself out there and play your ass off and talk to everyone you can and build your tribe!! 


My name is Richard Artichoker, I am The Founder and Creator of the 7th Gen Academy for DIY Musicians. I have been involved with various aspects of the Music Business for 30 years. in 1992 I founded the hard Rock band "7th Generation". I stopped playing out live 13 years ago but continue to research the music market and digital sales and marketing techniques and I want to share my experience and knowledge with you.
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Three myths about the music business

Three music myths and fallacies that most people believe.

The legendary Ozzy ozzbourn
Music Myths and Legends are the Building blocks of Music culture.
If you’ve been around the music scene for a minute, or like me, a little longer. You will undoubtedly hear stories. some stories even reach epic/legendary status such as Keith Richards preternatural ability to consume alcohol, cigarettes and drugs and remain alive, possibly forever… Or the story of how Steven Tyler and Joe Perry got the nickname, ” The Toxic Twins” from,of all people,  Jerry Garcia.  There are literally thousands of legends out there about various folks of whom some are celebrities some of whom are local musicians or groupies much less well-known. 
The topic of this article is Music myths and legends but because the overall theme of this site is DIY/indie music business success tips. I want to focus on myths or beliefs about being in the music business that continue to persist and may have a direct impact on your DIY music career. 

The impact/influence of myths. 

Why even pay attention to myths in the music business? For the most part  these stories are nothing more than just that, stories…  Some stories however persist, year after year, generation after generation. They become a part of the cultural fabric and resultantly  accepted as part of the lore of the culture.  
Don't let Music Business myths affect your career
Music cal myths and Legends. How they affect your career

 Three myths that most musicians believe that aren’t true!

Myth # 1:  “You need to grind away, paying your dues for 5 years, 10 years or more in order to be successful”.
This certainly is one way to go about your music career…. However, with digital direct marketing and sales technique aimed at your specific Niche Market you can cut a lot of wasted time and energy out of the equation.
Myth # 2:  “Once you get signed to a label you’ve made it!”

Getting signed to a label “can be” a  step towards having a successful music career and not that long ago it was a necessary step along that path. The old school music industry was very tightly regulated and controlled by Middle men gate Keepers in the form of Indie Labels and A&R reps for Labels at all levels.

However…., Getting signed IS NOT and has never been any kind of Guarantee of success in your music career and many artists have been dropped from labels with no rights to the distribution of  their albums and Merch or recordings of their own music. I myself played in the backup band of a signed artist, he had a three album contract with a small to medium sized indie label.  when I Played in his band he was still living on food stamps and still had to do all of his own booking and managing of his gigs and of his marketing and sales of his CDs.


Myth # 3:  “I don’t need a Website/online Marketing and sales campaign, It’s too soon and people will just steal/Pirate my stuff anyway…”

Ok Guys, wake up, sniff the coffee, It’s 2016. All Business is being conducted online. Believing this myth pretty much guarantees that you will be a Living example of Myth # 1.  Now, I know most if not all Musicians these days are using Social media. But 95-98% of musicians are using it ineffectively.  That being said,  I have heard with my own two ears and seen postings online that some musicians still believe That They don’t need a website or an online marketing strategy or an online sales funnel.  The Only thing I can say to that is… You may be right. But only if your Musical goals include just remaining stuck in a local market and playing local bar gigs and other local events. If you want to remain stuck in the “hobbyist” stage of your Career for years to come. Then yes you are right you don’t need a website or an online campaign.

As far as the Stealing/Pirating goes, You not getting your media up online quickly is Not going prevent someone from pirating your music. In fact I watched a Video a week ago where a Music Business consultant talked about how one of their clients is involved In a legal battle with a “FAN” who went to their shows and recorded all their songs with an iPhone and Then put up a “fan channel” on you Tube and started Monetizing all of the you tube views and making money off of the bands songs. 

You won’t ever stop people from stealing/Pirating your stuff But if your smart and Savvy maybe you can use it to your advantage. But either way, Not having a website and you tube channel or other social media outlets claimed as your own is only making it easier for someone to beat you to it and make money off of your music.


Succeeding in the New Music Business means changing with the times, understanding the market we are reaching out to and being willing to change our role as Musician/artist to Musicians/artist/entrepreneur.  You don’t have to stop listening to the rhetoric of the old school music Business But, you need to recognize that what worked for musicians in 1976 or even 1986 may not be the only or even the best way to plan and execute your career in 2016


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My name is Richard Artichoker, I am The Founder and Creator of the 7th Gen Academy for DIY Musicians. I have been involved with various aspects of the Music Business for 30 years. in 1992 I founded the hard Rock band "7th Generation". I stopped playing out live 13 years ago but continue to research the music market and digital sales and marketing techniques and I want to share my experience and knowledge with you.
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ow to succeed In the Music Business: How to Identify your #1 fan

How to Identify Your fans

 “If you are marketing to everyone Then you are really marketing to  no one”. 
When It comes to marketing any Business proposition The first, and by any entrepreneurs opinion, The most important ingredient is your niche market.  One of My Business mentors once said the exact quote from above to me. His intention was  really get me to understand that targeted marketing is  the best way to improve  chances of sales .  This requires that you focus your efforts on a Target audience. This is known as a “Niche market” . The Definition of a Niche market is as follows:
A niche market is the subset of the market on which a specific product is focused. The market niche defines as the product features aimed at satisfying specific market needs, as well as the price range, production quality and the demographics that is intended to impact. It is also a small market segment.
As a Musician/artist/entrepreneur it’s important to have a plan to increase your chance of success and to reduce the chance of wasting time energy and other resources.  And as an entrepreneur it is important that you become familiar with what are know as “best Practices” These are tried and true methods and concepts that have become the staple of good business no matter what market you are in.  Frank Kern is one of the big players in online Marketing and commands an almost godlike status in online business circles. every year Frank does a “state of digital marketing” presentation where he gives a marketing/business lesson to the marketing community with the idea of sharing important information to increase the success of Online entrepreneurs. 
Here is an example of such a presentation.


Focusing your marketing and sales efforts on a Specific Niche Market or even a “micro-niche” ( an even smaller subset of the initial subset. – Think 18-21 year old male metal heads vs. just , “metal heads” )  This allows you to begin a conversation with a very specific known group of personality types. It allows us to reduce  the likely hood that you will waste years of just “trial and error”

Who are your Fans?

Up to date I have approached this conversation keeping in mind my own background as a musician and the conversations I’ve had with many other musicians over the years.  I have purposefully avoided using the term  “customer” or “client”  because I know this is not how Most musicians talk about their “fans” The people who come to our shows and listen to our songs.
But It is Time for a Paradigm shift….
The Music Business of 2016 demands that a DIY artist who wants to succeed on all levels begin to think like an entrepreneur and this can be a very liberating experience if you are willing to let go of some old prejudices. Your Fans can also be your customers. In fact whether you realize it or not or are willing to admit it or not your Fans have to become your Customers.  I bet 98% of the musicians who read this article don’t realize that a fan is “NOT a customer! That’s right a fan is Not a customer until you convert them! Think about it. lets say you have a band and you have a FB Fan page for your band and you have 10.000 fans subscribed to your fan page. Now you go out and record a Killer album and release it and it’s now available on every digital outlet there is; Sound cloud, band camp, CD Baby, iTunes, Amazon,  and on and on and  two weeks later you go and look at your sales analytics  and you’ve sold 200 copies…. What happened?
If I were consulting with This band the first Thing I would look at is the specific aim of their marketing campaign, did they really identify and understand their “niche-Market”

Lets find your #1 fan…

Identifying your ideal customer is a key to your overall marketing strategy. you need to have a Niche Market in order to find success with your sales strategies. When creating your “Ideal customer profile you shoulder consider the following factors.
  1. Are they male or Female
  2. How old are they
  3. Where are they from
  4. What is their educational background
  5. What is their social,financial status
  6. what are their beliefs, Religion,cultural,spiritual
  7. What are their Hobbies
  8. What are they passionate about
  9. What causes do they support
  10. What upsets them.
Creating an Ideal customer profile helps you to target your marketing efforts toward “pre-qualified” customers and increase  your chances of sales. But more importantly makes it much easier to create Engagment and trust between you and your tribe

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My name is Richard Artichoker, I am The Founder and Creator of the 7th Gen Academy for DIY Musicians. I have been involved with various aspects of the Music Business for 30 years. in 1992 I founded the hard Rock band "7th Generation". I stopped playing out live 13 years ago but continue to research the music market and digital sales and marketing techniques and I want to share my experience and knowledge with you.
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what are your Music career Challenges?

What are your challenges?

We all face challenges in our Career, in life and so on. What are the challenges that you are facing that are limiting your ability to move forward with your Music career?
share your story in the comments section.


Create your own user feedback survey

My name is Richard Artichoker, I am The Founder and Creator of the 7th Gen Academy for DIY Musicians. I have been involved with various aspects of the Music Business for 30 years. in 1992 I founded the hard Rock band "7th Generation". I stopped playing out live 13 years ago but continue to research the music market and digital sales and marketing techniques and I want to share my experience and knowledge with you.
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Planning your Music career: The RPM Strategy.

How To succeed In the Music Business!!

Planning your Music Career

The R.P.M  Strategy


Hey Guys, Welcome back to the second installment of the “How to succeed in the Music Business” series.  Today we are Going to look at  The RPM Strategy. This is a nice little Mnemonic Device to help you begin the process of Reverse engineering your plan for success in the music industry.


The RPM Strategy is a Tony Robbins Concept. he talks about it often as an  action Plan, a Mnemonic device and a metaphor to help you get your mind wrapped around creating a road-map for success in any area.  The term “RPM” Immediately conjures up images of Power, of fast cars and can become an effective metaphor to help you supercharge you’re internal tachometer.


The RPM Strategy

R =  Results

P = Plan

M = Massive Action


Creating Leverage in your music career !

The whole point of this project is to introduce a Little Clarity, a little sanity into a musical market landscape that has become Clouded by the changes that have occurred since the Social media revolution. If you take only one thing from Today’s training let it be this …


(CLARITY)  Is your first and possibly your Most Valuable Point of Leverage!!


Steve Vai said It best in his 2011 Guitar Center Video “How to be successful.” 
The first step in creating/achieving success In anything in Life is to understand what it is that you really want.  You need to have a clear picture of what it is that the end result will look/sound like. 
But you need to take things one step further and you need to ask yourself “Why” you want to achieve this outcome, in answering the “Why” this is where you will find your motivation.



Every Role Model in the Business world I personally know of and Follow all achieve Success through a process of Deconstructing or reverse engineering their personal Vision for success.  That’s what The RPM Model is all about. Success is attainable but often we need a reboot of system in in order to really get our heads wrapped around a new way of thinking about things.  This is why I like The RPM Model. It is simple, It works and It creates a metaphor that empowers your mind to create success.
This is the stage of your mastermind/Brainstorming session where you get to set your goals. I want you to Go back and Look at what you wrote in the “R” Portion of this model. Find the Key “actionable”  elements in your vision. elements like 
for example: ” I want to attract fans from all over the world”.  Ok, Who are these fans? you’ll need an Ideal customer/fan Profile  and Avatar,  make one of your goals to sit down and discover who your Ideal Super Fan is, Who do you really want in your tribe? and why?
So begin By making a Goal to create a ” #1-Fan Profile”  That is an actionable Goal.
This is why it it important to be Specific in the “R” Portion of this model, You’ll need Objective, actionable elements from which to create goals. 

Massive Action:

This is the part of your Model, Your Career map where you execute the plan, But There is reason That Tony Has chosen The phrasing that he has in this portion of the Model. “Massive Action”  It is important  that in order for any of this to matter you have To “all in” You have to dedicate yourself to this and see yourself executing your plan with the tenacity of a pit bull.This is how success happens, Success often happens after the Grind.


My name is Richard Artichoker, I am The Founder and Creator of the 7th Gen Academy for DIY Musicians. I have been involved with various aspects of the Music Business for 30 years. in 1992 I founded the hard Rock band "7th Generation". I stopped playing out live 13 years ago but continue to research the music market and digital sales and marketing techniques and I want to share my experience and knowledge with you.
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How to make it in the Music Business: Interview with Talon “Bazille” Ducheneau

Here we Go!

This is the first in a series of Interviews with Musicians who are making their own way in the music business.

Talon Ducheneau is a Hip Hop artist from South Dakota Currently Living In Phillidelphia PA.

Check Out Talon’ “Bazille” Ducheneau Media and Music at the following Links:


Modern native Voices

Tell America I’m sorry

Bazille Dx at Band Camp

I can’t sing but I do it anyway

Rabbit and Coyote

The Slap back Podcast

My name is Richard Artichoker, I am The Founder and Creator of the 7th Gen Academy for DIY Musicians. I have been involved with various aspects of the Music Business for 30 years. in 1992 I founded the hard Rock band "7th Generation". I stopped playing out live 13 years ago but continue to research the music market and digital sales and marketing techniques and I want to share my experience and knowledge with you.