I’ve begun The Marketing Seminar, taught by Seth Godin. In it, he asks some poignant questions, making sure that we unearth our core values before piling on tactics and advice on how to reach the right people for our community. Here was the first question.
What change are you trying to make?
For artists, I want to teach them that performing in noisy places and hoping to be discovered is only one way to make it in the music business, and that’s it’s probably not the best way. For some artists, playing small, intimate concerts is the best way to hone your craft, make a living, make new fans, and to reach them more profoundly.
For music fans, I want to teach them that music is as beautiful and promising as it ever has been, and the experience of hearing a small, independent artist or group in the right atmosphere can be sublime. For some fans, the ones who are generous, and inspired by the possibility of helping artists grow, I want to teach them how they can participate, by hosting concerts – in their living rooms, gardens, or other remarkable spaces.
I want these two groups to form a growing community called the Listening Room Network. It’s already started, but there’s a long way to go.