January 1st, 2008
Hello everyone,
Welcome back to the jazz musician marketing blog. Today’s post is on the topic of solidifying your business model. Knowing that seeking work as a jazz musician is like riding a seesaw, it’s ever so important for us musicians to have a clear map of how one’s business structure should be developed.
I’d like to suggest that you consider categorizing your business into three sections:
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Business Theme
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Niche Marketing
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Music Business Identity
Business Theme:
This is the simplest part but important in order to really bring true validation to what we do. It’s simply a matter of knowing what industry we are participating in. There’s no need for me to even elaborate on this any further. We all know what this is.
Unique Niche:
By definition, a niche market is simply targeting to a small segment or subset within a particular industry.
This is by far the most important element of determining your business model. A grave danger in marketing jazz music is to try to market to any and everyone. Just from observing the various venues we perform in from jazz clubs, orchestra halls, to international festivals, it’s very easy to scope out the exact niche segments we should be marketing to. In future posts, I will go into more depth on the subject of niche marketing utilizing offline and online resources.
Music Business Identity :
Another important componet in the whole jazz business model determination is to realize ones true musical identity. In the tangible world of business, it is often labeled as:
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USP- Unique Selling Proposition
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UBP- Unique Business Proposition
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UBI- Unique Business Identity
There’s more acronyms than the three listed.
In the jazz world, we’re more involved with intangible, spiritual elements if you will. Every musician brings something unique to the wellspring of improvisational music.
One’s musical identity is shaped and molded from birth. It’s a combination of upbringing, family values, religious beliefs, music you may have been exposed to from chidhood, education, and other musical peers. Once you begin to realize your musical identity, it not only solidifies your concept and approach to playing, most importantly it brings some focus to how your business plan will be constructed. You will no longer feel as if you’re shooting in the dark waiting for the phone to ring.
I would encourage everyone to take the time to determine your theme, niche, and identity. No need for an elaborate plan right now although there’s some great business plan software out there on the market.
Just grab a pen and piece of paper or open notepad on your computer and begin to write out this information. This will more or less be a skeletal framework for a more sophisticated business plan in the future.
I will eventually recommend some tools and resources that will help to bring this jazz business model to fruition in later posts. Just try this little exercise for now.
Good Luck and Keep Swinging!
Andre Hayward
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