Category: New Music Strategies

First up, an acknowledgement that I haven’t written anything here for a year. That makes me a bad blogger. As well as this being the longest break in gigs since I was in my early teens (I literally played in more school orchestra gigs when I played violin than I’ve had actual shows in the last 18 months) it’s been one of not writing here either. For those that know, you’ll be all to familiar with the story of my ongoing PhD and how that’s taking all my writing time, but as I need to do some thinking about this topic right here, I may as well do it out loud. That said, this may be a very long post! 

Sheila Chandra just shared this post to Facebook: “Jessamyn Stanley’s ‘Yoke’ Breaks Down Being Black In The Thin, White Yoga World” – I read it because I read pretty much anything Sheila shares. She’s a brilliant source of thought-provoking articles, news and commentary. And for whatever set of reasons, the FB algorithm actually lets me see a fair amount of what she posts…

There’s so much in the article that’s a vital read, so many areas in which people are marginalised and then looked at like they’re insane for raising it as an issue. Her story of being (in her words) a black, fat, queer woman in the world of yoga is as sad and enraging as it is depressingly predictable in the all-consuming fact of white supremacy and the extreme cultural appropriation of a millennia old Indian practice co-opted by rich, thin, white people. Read the whole thing…

However, the bit I want to address here is the quote in the extract from her book about social media, which though written about Yoga could just as easily have been written word for word about music. Here’s the extract:

“Teaching yoga on social media means fighting with your ego every day. Praying that it doesn’t eventually swell so large that you turn into a blimp. It means checking, constantly checking. It means posting, constantly posting. It means creating, constantly creating. But always with the other person in mind, always with your followership riding shotgun. The follower begins to color your inner sight. It becomes hard to see yourself without them. It’s hard to know yourself without them. It means constantly thinking of ways to do better, to do more than the other guy. It’s a never-ending state of comparison-no amount of work is ever enough and the idea of “good enough” becomes a fantastical myth. I don’t think it’s possible to work in social media without these feelings eventually rising to the surface. Frankly, I don’t think you can engage with social media at all without eventually arriving on this page.”

The horrendous contradiction between making ‘content’ to try and boost all those social media metrics that hopefully eventually lead to you getting paid (and may be part of the reason why you get gigs in this age of Numbers), and trying to put forward a presentation of self that speaks of your artistry, your integrity, your creative flair and passion… That absurd conflict between the need to self-promote and the idea that the stuff you’re promoting is free from the corrupting influence of the mess that is social media… The blandness of so much commentary on Facebook and Instagram, the obviousness of so much that happens politically, and the simple observation that the most radical of choices are the ones we don’t get to see, because the radicalism is in the choice to post things that don’t feed the algorithm, or even more so, to refuse to engage at all. The choice to be ignored rather than present an algorithmically-defined  version of ourselves.

There is in this a second layer of corruption, that of our perception of audience. This is, I imagine where yoga and music might diverge. Perhaps not. There is some degree to which no matter how far we desire to de-commodify our practice as musicians, we’re ultimately making things that have a value, and we’re hoping to amplify that value, whether it’s the value of listening, the value of buying, the value of our audience branding themselves with merch and logos, the value of a concert ticket and the experience it represents as well as the value of talking about it afterwards, often resourced by us sharing the fumes of the experience and allowing them to circulate to extend the life of the show beyond its temporal constraints… We’re in the business of creating value, but we’re also in a far more complex relationship with our audience than that of supplier and consumer.

Stuart Hall wrote 40 years ago about the way that audience response feeds back into mass media, about audience reception being cyclical not linear (he broke it down into four stages: production, circulation, distribution/consumption and reproduction.) and it’s clear that audience reception and ‘use’ feeds back into our work, how we understand our work, how we relate what we do to our peers. Not just in terms of ‘success’ metrics but in terms of utility, the observable use that people find in our work. So that duality of ‘unfettered creation’ and ‘grasping desire for bigger social media numbers as a representation of audience and meaning’ is nonsense. The audience for our work is a vital part of the work itself, but perhaps we’re misunderstanding the degree to which they are actively present in the feedback which influences the kind of art we make.

In social media contexts, sharing is an act not just of re-distribution, but of alignment (sometimes in the inverse – sharing awful things to highlight our awareness of their awfulness…), and public reactions to things can hold multiple meanings and carry multiple layers of significance, depending on the context, the thing being commented on, the person commenting and our understanding of their relationship to us and the field we’re working in, our anticipation of how other people will interpret what they’ve said, even the use of specific emojis (yup, there’s a whole field of theory devoted to the semiotics of emojis, go look it up). And the thought that someone might share something without our knowing is.. well, unthinkable. Imagine somebody talking about me and me not being able to track it?? This is why so many of the native sharing tools have been added to networks, so we can generate more metrics with which to assume and interpret the meaning in those actions. Which in true Pavlovian style can lead us to replicate the successful patterns, a mode of engagement that leads inexorably towards a feed of selfies (smile and look into the camera, you’ll get more likes) and memes (who cares that they have literally nothing to do with your art, life, values or even sense of humour they get HUNDREDS OF LIKES!) The signal to noise of social media appears to worsen year on year as all the old memes stay in circulation (occasionally diminishing in fidelity as native shares become screengrabs in an attempt to remove a watermark and falsely imply originality…?) and new memes arrive.

But dealing with the fact that to hold onto your creative uniqueness might mean you have to be ‘bad’ at social media, to miss out on the stuff that gets other people views and likes, that leaves some of your posts languishing in ways that feel ignored despite the fact that they are connecting with exactly the people they need to reach in ways that are far more significant than a 1000 memes to try and game the algorithm – none of that undermines the rest of the ways in which your audience are absolutely vital to your work and your understanding of it. That audience may even arrive with you through social media, they may find you thanks to those same hateful algorithmic fuckeries that leave us feeling exploited or worse, ignored.

The mistake is to see social media as the end goal, to see the numbers as enough. Nowhere is this more apparent for musicians than YouTube and Spotify, the twin destinations for people craving viewer figures that are indistinguishable from phone numbers if you hope to make a living from the direct financial return. Both reward quite specific modes of creative work, both have led to changes in the modes of creative practice for musicians through the kind of actions they foster. In the case of YouTube, that’s been an explicit aim, to foster particular kinds of engagement in order to show people more and more ads, and to gather more and more data about those users. With Spotify, the consequential shifts in the way people make music seem to be largely be driven by hard economics (people need not to skip in the first 30 seconds for the track to get paid, so better not have a 63 second intro, eh?), as well as listening happening in a context where the next thing is always a click away. Add to that the promise of riches if you land on a genre or purpose-specific playlist (the sweet, sweet easy money of landing on a sleep playlist!) and you’ve got yourself a context in which the invitation to use ones creative skills to meet the needs of the market is there for all to see.

And, let’s be clear, that’s not a bad thing to do. There’s nothing remotely evil about musicians making music for a market. Music as professional craft is the same as any other skill at work in capitalism, whether it’s customer service or accounting. We can use musical training and the skills of cultural observation to make music for specific requirements. Music libraries the world over are full of work by people who excel at doing just that. Many of those tracks you hear at the end of hit use TV shows are written by people targeting those very slots, with publishers who know how to get the tracks to the right music supervisors. It’s a job, and it’s OK. As much as we’d like to be able to opt-out of capitalism, it’s a totalising system, so probably best not to hate on people for not starving, eh?

What’s weird about social media is that these B to B – business to business – transactions around music making get recast as B to C – business to consumer – mythologies, and music makers of all stripes get lost in the translation. And here the issues arise, when we have fewer distinct metrics of success, fewer ways of measuring meaning, we end up with a cultural hegemony of chasing social media numbers and specific forms of ‘success’ as monolithic within the creative industries. I’m amazed by the number of musicians who like the deer in Peter Rabbit just stare blankly  into the headlights of the music economy and say ‘SPPOOOTTIFFYYYYY’, then set about doing what everyone else does on Social media to find an audience. Ignoring, of course, the massive, expensive marketing campaigns that are so often behind ‘viral’ successes…

While we’re on this, it’s important to remember that non of this is new, as David Hesmondhalgh has written, the streaming economy is worse than it could be, but not demonstrably worse than what came before. For many of us, what we miss isn’t the old industry but the VERY short period, from maybe 2007-2011/12 when social media felt way more meritocratic. It wasn’t, of course, in that it rewarded pushy, confident, shouty, funny people the same as any marketing context does. And there no version of reality where music by pushy people is demonstrably better or more worthy of attention than music by introverts, but during those years when we were inadvertently training the algorithms that Facebook and Twitter and Instagram would sell back to use from 2012 onwards, it felt like we were onto something new, something that really did cut through the stranglehold of the major labels on the attention economy in music.

But it was very shortlived. So we’re back where we were before the Internet, with those independents who manage to avoid the honeytrap of pursuing virality doing their best to make work sustainably, to keep making work they are happy to have represent them in the world. And hopefully to find an audience they can communicate with and listen to outside of the toxicity of social media environments, where the meaning and context and beauty and sheer usefulness of it all is absolutely in spite of the way its been built, not because of it. We’re resourceful animals and so much that is wonderful still happens on social media.

For me, I’d be genuinely lost without my audience. Actually, not lost, just different. I’d be distracted, I’d have a far less nuanced frame of reference for what the purpose is for all this tinkering with technology, for all the technique and harmony learning and practice. It could all just end up as 20 second Insta-videos, and endless stream of flyers with no gig, as Mike Watt might say. Maybe I’d end up spending time learning other people’s music rather than making my own, in the absence of any way to understand its value beyond these four walls. But the audience, my audience, specifically my Bandcamp subscription audience, are there as a reminder to make things, to land the plane, to tell the story of why this stuff exists, to give an account of why it wasn’t deleted, scrapped, rolled into a ball of bytes and recycled into something new. Why this? Why now? ‘Because people on Instagram like fast bass playing’ isn’t enough. it was never enough, it will never be enough. For me.

No mistake, that shit is as beguiling as it is toxic, and it’s the environment we occupy. Whenever there is a crossover in what I make and what distracted bass-owners want to see on Instagram (usually because ScottsBassLessons share it 🙂 ) I wonder if I should do more of that, if Pavlov’s chops should be flexed to gather more into the fold. But I know that it’s an over-served field. There are enough videos for people who like that stuff, whether they know it or not. It’s a space that distracts, that stops me from doing what I care about, and stops me from connecting with that audience who give meaning and context to the work, who tell me what it means to them, how they use it, who invite me to Do My Thing. One of the ways I try to keep my head clear is to have mini-manifestos for what I’m trying to do. They’re more for me than anyone else, but making them public helps with accountability – “trying to make music that’s important without pretending I’m special”, “making the music that I think should be in the world but isn’t” – that sort of thing. Even the strapline from my website started out here – “the soundtrack to the day you wish you’d had” – an invitation to myself to make music imbued with hope.

If you make work that is for anyone but you (I’m suspicious of anyone who says they make music just for themselves, purely because if I know they make music, then they’ve chosen to at least talk about it elsewhere…) you may find yourself in need of some time to consider who it is for and how to find them. The economics of social media push ever further towards an understanding of audiences as a massive crowd of faceless avatars, who need understanding through metadata and ad revenue matrices, who can be reached through shared interests and the pages they’ve liked on Facebook. But if your tribe is small, or strange, or disparate, or heterogeneous, or you just want to say HI to them, you’ll need to look elsewhere, to do the work to swim upstream, to divert energy and attention away from the social media waterfall.

Keep your head, and if you need to talk it over, find likeminded friends to hold you to account and push you to find your soul in the midst of all the metrics. And come find me on Bandcamp.

Two things have recently inspired me to get this concept out in the world. One is the number of artists who have jumped headlong into doing things on their own in the face of the COVID-19 pandemic, and the other is a flurry of questionnaires I’ve received from music degree students exploring ‘DIY vs signed’ as an undergrad thesis topic.

My place in all this is that, for the last 20 years, my career has looked like the textbook example of how to be ‘DIY’ in music – I’ve been self-recording, self releasing, self-managing, self-booking for pretty much all of that time. I even do my own photoshoots, my own album artwork. I’ve yet to interview myself for a magazine, but it’s surely only a matter of time, eh?

So it looks – from the outside – like the life of someone ideologically committed to a DIY ethos. To a life of keeping everything in-house, to the innate value of – literally – doing it all yourself.

However, that’s not the case. At all. I have no particular attachment to being DIY. It is, as the title of this post says, a methodology, not an ideology. It is the route by which I execute the things that I AM very much ideologically committed to, in the absence of any other route revealing itself as I go along.

I do, in fact, have a real issue with the idea that DIY should be an ideology. As far as I can tell, to be committed to DIY contains no particular meaningful ethical consideration of other people, of their wellbeing, of the potential for collaboration helping everyone out, of the ways in which music projects and identities can scale in relation to public recognition in ways that can start to support micro-economies and build scenes. DIY as an ideology says that – for no apparent creative or humane reason – doing literally everything yourself is objectively purer than hiring other people, or working in larger teams.

What’s odd is that this being the dominant view of DIY is a pretty new occurrence. The DIY punk scenes of the 80s, perhaps best described in the extraordinary book Our Band Could Be Your Life, were very much DIY out of necessity, and became increasingly collaborative and, in some notable cases, structured as their visibility grew and required a greater level of infrastructure to manage the various implications of that success. DIY was the start point, it was a way to stop blaming a lack of ‘support’ for not making art, and it was definitely weaponised culturally to create a sense of ‘us against the world’ – easy enough to do in the fairly binary pre-internet record releasing world of ‘Major or indie’. But the mechanisms by which things got done – at least by those who weren’t epically inhibited by drink and drug addictions – were notable for their practicality. Everything seemed to be geared towards making the next thing happened. The frustration documented in Our Band Could Be Your Life around having to recoup on one record before being able to afford to even press copies of the next is an indication of just how practical they needed to be. There wasn’t really much room for ideological purity, but there was also precious little room for ‘selling out’ – for most of the bands in the punk scene in the US, ending up on a major was deeply unlikely before Nirvana moved to Geffen.

But back to our idea that DIY is a method. Because if it is the method, what is it that we’re working towards? What is the ethos, the ideology, the creative aim that is being served by a DIY method? For me, it was a commitment to productivity, to knowing my audience, and to creative freedom. Not that I wanted to be wilfully obscure, just that it always struck me as deeply reductive that labels would try to squeeze artists into a category that they felt best able to market. I mean, I understand the desire to make back the money that was invested, but I don’t understand the lack of trust in the artist to make the music that matters to them. So even at a small indie level, back when I started out in the age of all music sales happening via physical media, the economic need to recoup placed creative strictures on what any given artist could do on any given label. (as an aside, I first began thinking about this LONG before I began my solo career – working with various artists in gospel music/CCM in the early/mid 90s, I’d come across a number of artists who felt completely unable to write honestly because their label demanded a lyrical adherence to a pretty moribund and juvenile set of theological benchmarks. On US Christian radio at the time, there was literally a ‘JPM’ count – ‘Jesus per minute’ – that required artists to name check the big guy a certain number of times to get played. These artists I’d come into contact with were severely hampered in their professional growth and ended up living lives completely out of whack with the trite bullshit on their records… An object lesson at a time I didn’t realise I needed it).

So, I needed the freedom to make the music that mattered to me, to not ‘make it funky’ or ‘do an all-ambient record’ or any of the other things that angry bass-splainers would email me in those halcyon pre-social media days. I needed to be able to make the music that I cared about. That doesn’t require me to professionally isolate myself from other people, but it does require them to demonstrate a significant understanding of my creative priorities before jumping in and getting involved. Or alternatively, for the interaction to be short-lived enough that they provide a service, I provide music, and we move on. So I would occasionally play gigs booked by other people, and had a couple of quite significant supporters of my early live work (Sebastian Merrick in London, who now runs kazum.co.uk and Iain Martin of Stiff Promotions on the south coast), neither of whom ever tried to tell me what to play, or in any way hindered or hampered my music progress. I also had a co-producer for Behind Every Word – Sue Edwards – who had demonstrated over and over that she completely understood what I was trying to do and why, and her advice was always geared towards me making the best version of what I do, not moulding it to anyone else’s notion of what it ought to be… Sue’s continued to be a valued collaborator over the years, having had vital input into aspects of my music life at various times.

So my DIY method has continued in the absence of anyone or anything coming along to fill those roles more effectively and in an economically sustainable way without impacting my creative aims. I’ve had various offers over the years, from production companies wanting to put together tuitional videos, an early offer of a nationwide CD distribution deal, and the unsolicited occasional expression of interest from a producer evidencing zero awareness of what I do or why I do it.

Developing the know-how, the skills, the competencies and assembling the tools and resources – as well as refining (often downsizing) the external benchmarks of success – has been an ongoing daily discipline for 20 years. Getting better at everything every day. Taking every opportunity to learn about the skills needed, iteratively improving my skills at playing, recording, writing (words and music), photography, design, web design (my current website design is another example of someone coming along and offering to do the job WAY better than I could, without impacting negatively on the big picture – thanks Thatch!), mixing, mastering, social media, videography… Every element improving daily. I never whinge about having to do a multitude of things because not doing them would require me to pay someone else to do them, skill-swap, or rely on someone else’s generosity for personal gain, and if I CAN do them it means that the offer that comes in to replace them needs to be significantly better than what I can do myself.

At any moment, any aspect of my career is open to help/support/collaboration/advice/learning/outsourcing. But if it messes with those core aims, if it suggests making less music so I can make more money by focussing my attention on marketing one thing, if it removes me from the audience community that sustains the work, if it starts telling me the kind of music I should be making to reach more people, it’ll be cut off straight away. I don’t have time to spend explaining why those things are bullshit in my context, why I’m not interested in any of those metrics of success or why I’m way more happy in my obscure corner of the internet making ridiculous amounts of music for people who are actively invested in its ongoing viability than I would be landing a track on a Spotify playlist then touring off the back of the listener data it generates having to play the same music each night… Those are not sustainable practices.

So where does this leave us? Sadly, there is no simple binary that says DIY=good, record deals=selling out. That’s a fairly childish nonsense and belies the complex reality of how and why music gets made, marketed and funded. People’s purposes are different, and people’s sense of what validates their art is different, and the discussion about the implications of those validation strategies is separate from the acknowledgement that the infrastructure needed to sustain different types of music career is complex and varied and requires completely different levels of outside support.

However, what is universally true is that any skill you acquire is one that someone has to actively demonstrate they can improve on to be of value to you and the pursuit of your creative or ideological goals. If you can make your own recordings, you have a concrete benchmark for what someone offering to help would need to improve on to be of value to the project. If you can design artwork, you can then connect with people whose vision and ideas are demonstrably more in line with the aesthetic you’re looking for than your own attempts. If you’re sat waiting for someone else to make your art happen, you’re far more open to being exploited or coerced into doing the things that will meet the commercial aims of the other party rather than finding a win/win that benefits everyone.

It’s also important to acknowledge that seeing the acquisition of support as a sliding scale enables us to innovate in how we think about the exchange of value between creative and business entities. Skill swaps, collectives, short term collaborations and the distribution of labour amongst a community can all be replacements for more hierarchical economic structures around the production of art. As they get more complex and have more invested in them they may require more formal structures (the forming of a legal co-operative for example), but they are all possible ways to explore the extending of input into our creative lives without seeing the world in falsely black and white ‘DIY or signed’ terms.

The mantra is the same as it’s always been. Keep making your art, keep practicing, get better, seek knowledge wherever and whenever you can, and find ways to collaborate on meeting yours and others’ creative goals. Everything else is just method.