(Common in Wanted)

Even if you aren’t thinking about it, others are. The biggest names in the game have. Does 50 Cent make more money on his albums or on his Vitamin Water deal? I’ve even stated before that Jay-Z has said his music earnings are the lowest of all his major investments. But he uses it as a marketing tool to open up other ventures (like clubs, restaurants, clothing, sports teams and more).

Even some of hip-hop’s underground faithful have made a name for themselves by branching outside of their core product. Check out Mos Def and Common in some big time movies (Common was a bad ass in Wanted).

I ran across a story this week that stated UK pop sensation Lilly Allen is launching a new fashion line and bowing out of the music business. The latter is easier said than done, but in the story Allen stated something rather eye-opening for this conversation:

“To me, the idea of music and fashion being separate is just not possible – one can’t exist without the other. If you can’t find something here you are passionate about I’d be very surprised!”

Justin Timberlake said something similar in his latest fashion show for his William Rast line, comparing fashion to rock stars and the way you feel when making music.

Even this guy (yup me) has used my music career to get me someplace else, and at least for me, something bigger. I always wanted to be the biggest and baddest rock star in the land. Playing arenas, sleeping in my tour van bunk and trashing hotel rooms. I am a pretty materialistic dude, so the Lambo’s and bling-bling were right up my ally too.

Now that I am almost 3 years removed from being a full-time musician, the time I spent hustlin, playing shows and scrapin by to make a living has really payed off. My music career was a launch pad for something bigger and it’s cool to say that. I get to work with world class musicians, really passionate indies and some of the coolest companies around. Not bad for a late 20-something former white rapper.

But what about you?

Is this something you can see yourself doing for 20-30-40 years. There is no retirement plan being an indie musician (not technically at least). That’s some sad down the road thinking, but it’s the truth. For every Rolling Stones or KISS, there is a Kris Kross that has to make a career change at some point (jump, jump).

I was on a call this week with Than Merrill from A&E’s Flip This House. Only a few years ago I remember Than making tackles for the Buccs over in Tampa. Looking at his story, he took his accomplishments and made them into something bigger. In his case a lot bigger. Than now tackles the real estate investing industry and has become one of the top wholesalers in the country flipping properties.

But this isn’t a real estate post G!

It’s supposed to be a motivational music marketing site, right? This game, we’ll call the music business a game, is about a lot more than shiny tools. Whether the tools are new MPC’s or Fender’s, or they are technology driven like Bandcamp or Aweber – they are not the driving factors of what makes a success.

In this business there are really only two things that determine your success.

1. Your music
2. Your attitude, drive and desire

Yea, the last one has 3 things in it, but they all come from the mental aspect of this business. The tools compliment both. Without a strong mental foundation and great music you cannot create a long term career in this business.

Music As A Marketing Tool

Music is a very powerful force in the world. From tribal music, dancing and praying to the Gods all the way to rocking out with Bono and a hundred thousand of his friends to the high school student, their iPod and their homework. It is a vehicle we all use and remember.

Think of the math lesson you learned in high school. Just pick one, anyone. Doesn’t matter which, because you probably don’t remember any of it.

Now think of the top 3 songs from that same year. You can probably play them and within a few seconds remember not only every word, but the thoughts and emotions from which the songs provoked.

Music is at the very essence of every culture in the world. Musicians are held in the highest regard. We love seeing their struggles, their success and their rise to stardom. Thus why American Idol (despite it helping the indie music industry degrade itself to a karaoke contest – another day, another rant) is so ridiculously popular.

Using this power to help you do something bigger is a big step for a lot of people. For some moving into acting is the right career move – that bigger break (and an easy paycheck). It could even be tv.

Look at the success of LL Cool J on NCIS Los Angeles. Or Kid Cudi taking on that first small role on How To Make It In America (my new 2nd favorite show – come on Entourage is still the shizzle)?

How Big Are You Dreaming?

When you are creating goals and looking at your career, how big do you want to go? Yes, we need the realistic goals and looking at numbers to get the train rolling, but many artists have the inate ability to dream big. Like skyscraper big.

In today’s music economy, the music can only take you so far financially. Selling 100,000 or the crazy to think in this market million are not paying out what they once were.

In the mew music economy webinar we went over some numbers that really numbed a lot of artists. If you are in a group with 4 people, how many $10 albums do you need to net $100,000.

10,000.

And how much does each band member take home for all that hard work?

Well, take out the expense of recording the album. Then the cost of pressing up 10,000 copies. Then marketing. For busting your ass, playing all over the country and selling 10,000 albums, you are looking at a minimum wage job.

You need to be dreaming big, just to get the opportunities to make an average living in this business. That is why you see the acting. That is why you see Drake in Sprite commercials before he puts out his first album.

So, I ask you as I close out my end of the discussion – is your music career a launch pad for something bigger? What are you hoping to get out of this business?

Let’s chalk it up in the comments and see if you can’t figure out how you are going to be the exception, rather than the expected.

-Greg

P.S. Have you signed up for our live call with Steve Gerstman of CutMerch? It’s happening on Tuesday, March 2nd at 7pm EST. Even if you can’t make it, signup and get a copy of the MP3. Signup here.