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Last month I had questions. This month I’ve got answers.

Answers For The Artists

In order to find an answer you must identify the problem. Here are some problems with the artists in our industry. Hold on to your hats because some of you may not like my answers.

The problem with SG artists can be broken down to two main elements. They are IGNORANCE and STUBBORNNESS.

FIRST – Let’s talk about “Ignorance.”

Many people think the word “ignorance” is a bad word. It isn’t. The dictionary describes it as “lack of knowledge or education.” Ignorance is not the same as being unintelligent. Ignorance simply means that I don’t know about something, or haven’t been taught about something. For example, if I wanted to fly a jet plane – I wouldn’t be ashamed to admit that I’m ignorant about how to do it. I’m simply saying that I lack the knowledge and education it takes to fly a jet plane. If I wanted to learn to do it I would have to find someone with the knowledge who would educate me about how to fly a jet plane. Then I wouldn’t be ignorant about jet planes anymore.

Lots of people mistake the word “ignorant” with the word “stupid.” Stupidity would be knowing that I was ignorant (lacking knowledge or education) about how to fly a jet plane but trying to fly one anyway. That’s stupid. If I want to be a jet pilot I need knowledge and education. Exactly. If I want to be a SG artist I need knowledge and education.

Ignorance is not a bad thing but it shouldn’t be a permanent thing either – especially if you’re trying to enter a field that requires talent, professionalism and knowledge of the field.

So let me speak to the artists out there who have a “lack of knowledge and education” (you are ignorant) about how to achieve your goal of being a successful SGM artist.

Many of you don’t have a clue. You don’t understand the recording process, radio promotion, marketing, booking or business and finance. You know very little music. This ignorance makes you an easy mark for those in SGM who will take advantage of you. Ignorance is something you should aim to eliminate if you want to pursue a career in SGM.

The answer to ignorance is education and knowledge.

When I started in SGM, much of what I learned came from leaders who were willing to take the time to sit down with a wide-eyed kid and share the knowledge. I cannot begin to take the time or space to tell you what these men and women were willing to teach those of us who were blessed to want to be a part of SGM years ago. I guess that’s part of my frustration. I know what it can be like to have people take you under their wing simply for the love of the Lord and SGM. They weren’t in it for anything but to help the industry keep going. They gave more than they took. They never preyed on our ignorance – they educated us about the ins and outs of making it in SGM. I’m doing my best to return the favor.

I’d love to believe that one of the solutions for this problem is to have every artist in SGM attend one of my seminars. In 2 or 3 hours I can give you the information you need to put your ministry on the right track. Knowledge is power.

Or, at the very least, take the time to listen to some well-established artists who might be willing to tell you the truth about what they learned through trial and error over the years.

SECOND – Let’s talk about stubbornness.

Ignorance disappears with knowledge and education but being stubborn seems to be an incurable affliction for so many of you. You can hear all the answers in the world, but many of you are too stubborn to listen. I see the baseball bat coming right at you, I keep yelling, “duck” yet you stand there and take it right in the face. I just don’t understand your need to feel the pain.

Over and over, artist after artist keeps getting hit with the same bat – but do you listen? NOPE…and then…BAMM!!! BAMM!!! BAMM!!! Here comes that same baseball bat to your face.

LINE ITEM BUDGET:

I’ve told you to never, never record with any company that won’t give you a line item budget. I don’t care how long a company’s been around, if they won’t give you a line item budget… run from there! Do you listen? No! You let yourself get sweet-talked by some company that says, “Oh we’ve never done that and we’ve been recording groups for years.”

…BAMM!!!

RADIO TRACKING IS NOT RADIO PROMOTION:

I’ve tried my best to explain to you that radio promotion in SGM is really nothing more than radio “tracking”, finding out if a song is being played and whether it’s in light, medium or heavy rotation. Real radio “promotion” is much more involved and includes interviews, touring, promotional concepts, marketing and more. The majority of you Newbies are simply not ready for this, certainly not on a national level.

In SGM, radio promotion has 3 legs:
Ministry
Retail Sales
Concert Attendance

If you’re not prepared to address EACH of these areas in an aggressive manner, you’re not ready for radio promotion. This is, by it’s nature, a very competitive field and you must be up to the challenge. If you have no product going to the bookstores, you don’t need radio promotion YET. If you travel in a 200-mile radius in Alabama there is no need to worry about concert attendance in Pennsylvania YET. Someday…but not now! Are you listening?? Or is it

…BAMM!!!

USELESS CHARTS:

I keep telling you the Truth about the charts and how it is useless to try and get a song in the top 80.
Do you listen to Uncle Nick? Not a chance! You keep writing those checks to a promoter to find out if your song is being played on three stations, which is about all it takes to get into the top 80.

BAMM!!! WHACK!!! BAMM!!!

You see, everyone is clamoring for answers, yet when I give you the answers you ignore them.

ONE MORE TIME:

Ok…in the hope that some of you may just be ignorant and not stubborn, let me give you one area to work on.

Here is the method I use when making a custom recording:

1 or 2 listening sessions to find songs.
At least 1,and perhaps 2 rehearsals to arrange the songs.
1 full day for tracking.
1 or 2 additional rehearsals with the tracks to learn parts
2 days minimum for vocal recording
Sweetening
2 days minimum for mixing.

All of this is done within the framework of a line item budget.

Was your last recording conducted in this manner? If not, that may be your problem.

Answers For The Industry

Our industry is flooded with little babies who are helplessly struggling to find their way. There was a time when the professionals in SGM accepted the responsibility of teaching. Today’s leaders, (I use the name loosely), do not understand this concept.

The Gospel Music Association is right on target on this one. GMA week is an abundance of seminars, workshops and forums, all geared toward teaching artists about the music business.

Southern Gospel Music, on the other hand, has a week in September when nearly every SG artist is under one roof, and what do we do?

We have showcases, talent contests, river cruises, softball games, golf matches, all geared to bring in revenue, and therein lays our problem.

There are three things that SGM can do right now to get us started on the right course.

1. Our leadership must change from a predator mentality to a mentoring mentality. We have too many people feeding off of our Newbies and not enough people teaching our Newbies.
2. Eliminate all paid showcases and talent contests at NQC and replace them with seminars and workshops. Groups that pay to be in these events would be better served to learn how to do the business.
3. Reduce all charts to a top 20. This one move would IMMEDIATELY eliminate much of the corruption and scams that are bringing our industry to its knees.

I know that some of you are listening. It gratifies me to get your calls and emails. I know that many of you are not.

This month I have answers. However, I’ll leave you with one question: Is anybody out there listening?

As always, I welcome your comments.

God Bless You

Nick Bruno
http://www.nickbruno.com

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