Stages sit empty amid cancellations across the world due to the COVID-19 pandemic.
If you’re like me, you might be wondering how to be as productive as possible in the coming weeks. Productivity is usually my antidote to panic. And while there’s a lot of information going around for artists and creatives on what productivity looks like during this time, some of the advice being shared may send you into a worse position than before this started and here’s why. Alternative revenue streams that work for artists with thriving fan bases aren’t going to work for an artist building their fanbase.
(If you’re an artist that performs in soft ticket environments for pay, and have suffered from the cancellations, definitely look into the Emergency Financial Assistance from MusicCares.)
During this time I wanted to share my thoughts for productivity outside of revenue streams and ways to build fans instead of lose them through untested revenue stream ideas. So here’s a small list with my #1 idea being what I think is the real hum-dinger.
#5. Make a budget. Go through the last year of your career and look at your spending and revenue. while revenues most likely won’t exceed expenses if you’re in the first couple years of your artists career. Those expenses should be able to provide an operating budget for you as an artists which translates into goals for revenue in the coming years. You need to know your break even point on your creative endeavors. The goal IS to quit your day job, so you need to really know when that’s starting to look realistic.
#4. Catch up on research. If you’ve worked through our Zero To 60 program you understand how important research is and right now is the best time to refresh your booking, press, and playlist research. While you’re at it you should add in influencer research, something we’re adding to our program this year. To assist in your research you might consider a premium account on LinkedIn and RocketReach.
#3. Test out the the ideas being shared for revenue streams but with a connectivity intent rather than revenue. Start a Twitch account or start going live on IGTV or Facebook during any cancelled show times or just at random. If you do go this route, share the links for the live stream in the online events that were cancelled. Avoid the hard pitch for revenue. You can have a tip link available, but if your fans have never engaged in a live stream performance that’s a big enough ask, wait till you see your engagement levels before asking for tips. Otherwise you’ll see engagement decrease instead of increase. Rather than asking for tips ask for connection and stories, and most importantly ask for fans to share the stream if they are having a good time. Once you have fans used to this format you can change the pitch to asking for tips.
#2. Perfect your craft. The best use of your time is in the creative art itself. While it may be hard to write songs in a stressful time like this, it may be the best time to learn tools to overcome writer’s block. Try to re-writing the same chorus with a new lyric. Or writing new lyrics for a popular song on the radio. Try writing multiple songs with the same theme. Learn a new instrument. Start an online theory course. This is found time, use it to grow your most important strength.
#1. Rest. Pursuing a creative career you’re probably hustling 24/7. You’re already doing items #2 - #5 on a daily basis, while working a day job or performing constantly. This is a call from the universe to stay put and slow down which you’ll really need when the machine starts moving again. So while being productive may be a go to antidote for panic, learning to rest and take care of yourself will increase your productivity for the rest of your life.
So go ahead and start with rest. Watch an extra movie or read a couple extra chapters. Once you start feeling ready to get moving, jump into a creative space. Dig your feelings out and get em on a page. If you crack a new part of your craft, go live on your channel and share it with your fans. Do it as authentically as possible and see how people respond. Repeat steps #1 - #3 continuously if you’d like. If you land on something super engaging move on to steps #4 and #5. And as soon as we’re able to go into the world again you can hit the ground running with an organized plan.
-Nathan Dohse