Author: Ari Herstand
Published in: 2019
When How to Make It in the New Music Business hit shelves in 2016, it instantly became the go-to resource for musicians eager to make a living in a turbulent industry. Widely adopted by music schools everywhere and considered “the best how- to book of its kind” (Music Connection), it inspired thousands to stop waiting around for that “big break.” Now trusted as the leading expert for “do it yourself” artists, Ari Herstand returns with this second edition, maintaining that a stable career can be built by taking advantage of the many tools at our fingertips: conquering social media, mastering the art of merchandising, embracing authentic fan connection, and simply learning how to persevere. Comprehensively updated to include the latest online trends and developments, it offers inspiring success stories across media such as Spotify and Instagram. The result is a must- have for anyone hoping to navigate the increasingly complex yet advantageous landscape that is the modern music industry.
Takeaway #1: There are a lot of myths in the music industry
Before the internet, the only way for an artist to gain exposure would be to obtain a record deal. This isn’t true anymore; you can now grow a community of fans online. The internet enables us to reach out to an audience of people we wouldn’t normally have access to.
Takeaway #2: Gather a team around you
How to Make it in the New Music Industry stresses the importance of learning the business side of the industry, then finding the right team of professionals to work with. Artists need to know how to be their own booking agent, publicist, and manager until they are making enough money to pay other people. There are a lot of different outlets artists can use to make money, from college touring, film and TV placements, booking shows, merchandise sales etc.
Takeaway #3: Prepare for setbacks
Ari Herstand opens the book discussing the challenges artists face in the new music business, such as age, having a day job/back up plan, people not caring, etc. Ari writes from the perspective of an artist, not some balding music business executive who hasn’t ever played a live show. He is definitely one of those people who learned a lot about the industry by playing in it himself.