Your Band's Best Friend

I’m frequently asked by artists if I think they should give their music away for free, and my answer is always the same: it’s up to you.

Now, I know that’s not that helpful of a response, so let me elaborate.

The free vs. paid topic is a pretty confusing one.  It’s hard to blame anyone who’s confused about the ‘right’ way to go, especially given all of the opposing viewpoints in the blog-o-sphere on the idea.  Here are two examples:

Giving Your Music Away for Free – Why it Works

Call to Indie Artists: Stop Giving Your Music Away for Free

The first is clearly pro-free music, the second clearly against.  Both seem to be from reputable sources.  So what’s the answer?  In short, what should you do?

Historically, musicians have looked to people ‘above’ them in a business sense to develop strategy and make the big decisions.  If you didn’t have a manager or a label to make those decisions, well, you actively worked towards getting one.

Today, however, more and more artists are flying solo for longer (or forever).  It’s important to note that if you’re DIY, either by choice or by default, you’re going to have to fill ALL of the voids of those industry roles: money, network, and yes, strategy.

So how do you decide?

First, research, and lots of it.  Educate yourself by talking with other bands, reading blogs, talking with industry, etc, to see what’s worked and what hasn’t on BOTH sides of the equation,  Remember, too, that the success of either approach can depend on many things, including geographic location, genre of music, and target audience.

Second, realize that either option will come with challenges.  If you give your music away for free, you’re probably banking on revenue from live shows, merch, publishing, placements, etc.  This means you’ve got to work harder and deliver more value in these areas, without revenue from recordings.  If you decide to charge for your music, realize that you’re going to be competing against those who don’t, as well as those who feel they shouldn’t have to pay.

Third, realize that with either choice, you’ll have detractors, so you’ll have to stick to your guns and defend your decision.  If you’re not comfortable doing that, then you may not be that confident in your choice.  Develop a strategy that you believe in, and don’t let anyone else tell you it’s wrong. Remember, it’s the wild west, and it’s YOUR career.

Lastly, decide what matters to you.  If you never made a dime from your music, would you be happy?  BOTH answers are OK, and saying no doesn’t make you less of a musician or an artist at all.

Having to make your own decision on this topic can be scary, but it can also be empowering.  Develop a strategy, be steadfast (but not stubborn), be creative, and make your career what you want it to be.